In Groundswell, Charlene Li and Josh Bernoff have created the groundswell strategy known as the POST Method. This provides businesses with the starting point and ending point to every great social media marketing strategy.
Who are the people you are looking for?
Where can you find them?
What do they want from you?
All of this was answered in my previous blog, One Step Forward, where I determined who my Social Technographic Profile was. This is important for every business to figure out early on, because these are the people who will become your income. Ten Tree’s target market are females that are working towards their Graduates degree.
What do you want?
What do you hope to achieve?
Where is your focus?
Once you know who your people are, you can begin to look at what you are hoping to achieve. There are 5 basic objectives that a business can utilize: Listening, Talking, Energizing, Supporting, and Embracing. If you don’t have a goal, you will likely fail as a business.
Ten Tree’s goal is to educate people how the impact that planting trees has on the environment. They incorporated their audience into their business plan, goals, and objectives. They sell their audience with their product in hopes of inspiring others to get out there and purchase it as well. They are giving their audience an opportunity to plant ten trees through just purchasing their clothes, but ultimately Ten Tree is focused on creating a positive impact… the impact of 10 trees on a nation, on the ecosystem, and on the world.
What will your company do?
What is your plan?
How will you achieve your goals?
You know who your people are, and where to find them. You have made goals and objectives that your company hopes to achieve. Now how will you achieve it? A company must create a plan. It is best to start small but leave room for growth. Consider what your objectives are for you company, when developing your strategy because once you start a movement with your company’s direction it is difficult to stop it.
“For every action there is an equal and opposite reaction” – Sir Isaac Newton’s 3rd Law of Motion
Consider all the consequences and end results of your company’s strategy, and the impact it could have on your company’s image. Things can go either really good or really bad depending on the strategy you choose. The face of your company is important, and remembering who is representing your company is even more important. As discussed previously, in Users of the World Unite, once information is out on the Web it is difficult to get rid of it. This is true also for everything that you align with your company to help you achieve each of your company’s goals.
Ten Tree’s strategy has focused on their social responsibility, through planting ten trees with every item one of their customers buys. They sell their products online through their website, as well as through stores such as Below the Belt, Boathouse, and Extreme (just to name a few in Edmonton). To help ensure they are reaching their audience and educating their customers they have created various social media platforms. As well, they have considered who they want to be supporting their company from their experience on the Dragon’s Den. Ten Tree had to focus on who they wanted to represent the face of their company, which can be demonstrated in the clip below.
What social applications will you use?
How will these social applications affect your target audience?
Which social applications should you build on?
These are the various social applications that a company can use to get their message out there, which help them reach their objectives. This is the technology you use to reach your audience, but it is important to use the right social application. There is a lot of traffic on the Web now a days, and new trends are happening all the time. As a company, you may want to get involved in all these trends, but DON’T! As a business you have to determine what works best for your company, because if you don’t it could negatively affect your business.
Ten Tree has successfully mastered technology through focusing on social applications such as Facebook, Twitter, and YouTube. They chose the application that were populated with their target audience, the joiners and spectators, creating opportunities for them to join groups and watch what the company is all about. They have separated themselves from their competitors through heavily utilizing these applications, because they are creating an awareness that is larger than themselves.
Following the order of the POST method is probably the most important thing for businesses to take away. The biggest mistake that a company makes is to start with the technology aspect of the method; however, if you start with the technology, you are probably spending a lot of unnecessary time and money where you don’t need to be. The POST method can be used to help align your people to the technology you are using, because it is important to sync these two aspect together as one.