You’re the Insider

Throughout this course as it comes to the end, I have taken great pleasure in learning about Groundswell from Charlene Li and Josh Bernoff. The finale of this course ends with a closure of how everything was brought together, from the Social Technographic Profile to the POST method to each of the objectives within the POST method. Everything built its way to what social media outlets should your company be using, why should they be using it, and how should they be using it. Marketing it costly for any company, and it is important that your company is getting the best return on its investment. So as I wrap everything up, I want to explain according to Groundswell why it is important to tap into it.

Tapping inside the groundswell provides companies with benefits that help them strategically market themselves and links consumers, companies, and social media together. It provides them a plan and goals that help their company achieve what it is they are looking to change in today’s world. For Ten Tree, they have focused on the problem of deforestation and provided consumers a chance to make a difference by purchasing their clothes. The company continues to be successful as they have reached their 1 millionth tree mark this year and are continuing to plant more and more everyday.

Being inside the groundswell also relates to the company inspiring their staff members, and what better way to inspire people than to get them out there changing the world. Ten Tree educates consumers on what their company does from planting to manufacturing to their brand and the social impact they want to achieve. They are focused on changing the lives from the people they hire, and over in areas such as Madagascar and Ethiopia they are providing employment to the locals.

Ten Tree has aligned their company with organizations to be proud of, such as the Canadian Wildlife Federation. As the company continues to grow, you can expect great things to come from them. They are a company to be proud of as a Canadian, as well as a company that is focused on a global commitment to our environment.


Tweeting Out









The Twitter Ecosystem!

Twitter has made itself easily adaptable, lending itself to aide companies in their pursuit of the five objectives mentioned in Groundswell, by Charlene Li and Josh Bernoff.



On Twitter you will begin to get a following, these are the people that want to hear from your company. They are probably one of the easiest groups of people to listen to, because they come up in your news feed if you follow them back; it is the people that you are not following that you have to try and listen to as much as possible. As a company, you need to listen to what your customers are saying about your products, your brand, and your company. This can help avert any negative feelings towards the company, if you act quickly and accordingly to each situation (especially negative situations, because that is what stops a crisis). It can be difficult to watch every comment, tweet, or mention on twitter about a company; most companies (especially those starting out) do not have the staff to sit and watch these comments and tweets all day, every day.


Talking on Twitter is limited to 140 characters or less, which can make it really good or really boring; depending on the approach that you take, as a company. Twitter is a social media platforming, meaning you need to be social, to be interesting. In the article, Users of the World Unite, written by Andreas Kaplan and Michael Haenlein they mention 5 points about being social:

  1. Be Active
  2. Be Interesting
  3. Be Humble
  4. Be Unprofessional
  5. Be Honest

 As you talk on Twitter, you will be posting what is known as a tweet! They can be filled with trending topics (known as hashtags, “#”) or mentions someone or a company through the “@” Symbol. An example of this is, if I wanted to mention Ten Tree into one of my tweets, it would look like the following:



To energize your followers on Twitter this can be accomplished a few different ways; the most common ways are by responding to your followers and retweeting their content. This will make them want to continuously engage with your company and promote it; it allows your company to build dialogue with its followers. Don’t waste your following, by not engaging with your followers.  For Ten Tree to create dialogue with me they could: REPLY by hitting the arrow pointing to the left; RETWEET me by hitting the two arrows making up a box; FAVORITE me by hitting the star; or SHARE me on another platform by hitting the connected dots. By replying, retweeting, favoring, or sharing my tweet it allows other followers to become energized as well! They can join into the conversation too!


The most influential objective that Twitter helps with is supporting your customers.  Whether your company is on Twitter or not, you will still be talked about on the platform. When you create a Twitter account, your customers are going to be looking to communicate with you! If they have questions about your company and tweet them to you, they are expecting you to respond. Your company can send them links of where to go to fix any problems that arise, which is why it is important to have someone monitoring your twitter account (Get the staff, it is worth it). Twitter provides companies with a chance to create a community with their followers, as well as join and become engaged with other communities on trending topics.


This is the hardest objective to successfully master on Twitter, due to the fact that you are limited to 140 characters. In embracing your customers you are working with them, and taking on their ideas regarding your products and market strategies. Your community has to be focused on driving ideas for you, allowing you to fully embrace them on Twitter. The best way to embrace your community is to create dialogue.

On Twitter (and other social media sites), dialogue is probably the most important thing to create, build, and maintain for any company, especially in hopes of achieving the 5 objectives (Listening, Talking, Energizing, Supporting, and Embracing) from Groundswell‘s POST METHOD.

Your Voice

In Groundswell, written by Charlene Li and Josh Bernoff, the POST method offered 5 objectives for a company:

  • Listening
  • Talking
  • Energizing
  • Supporting
  • Embracing

This week is about talking to your customers which is really important, because this is how you are communicating with them. You have to figure out the message of how you are going to sell yourself, your company, and your product/service. Customers want to feel connected to the brands they are buying. A popular trend that has arose is the focus on social awareness. Companies are connecting people and products to causes all around the world, including charities, providing employment and clothes in third world countries, and more. TOMS is a shoe and eye wear company that has created their One for One business model. For every pair of shoes or eye glasses you buy from them, they will provide someone in Africa the same. TOMS as chosen instead of communicating with a blog to their public, they have a segment of their website dedicated to stories of giving, inspiration, motivation, etc.


Click here to check it out!

Ten Tree has provided similar methods of communication, with their treemap (communicating how people’s trees are making a difference); however, Ten Tree has begun preparation to begin a blog to talk to their customers.

Groundswell, suggests 10 tips for a successful blog:

  1. Start by listening: Ten Tree’s Social Technographic Profile was spectators and joiners, which the company can listen to through creating groups for the customers to join. They have created a strong following through social media sites such as their Facebook, Twitter, Instagram, Pinterest, and YouTube.
  2. Determine a goal for the blog: Here is where Ten Tree will decide what they will communicate to their audience through the blog. 
  3. Estimate the Return on Equity: Is the return on the blog worth the time that has to go into it?
  4. Develop a plan: What will your blog look like? How will it be updated? What will it communicate and tell your customers? These are all questions that a company must understand before they develop their blog.
  5. Rehearse: This suggests that Ten Tree should write about five to ten blogs before they go live with the site. By completing these blogs, it provides Ten Tree’s audience something to read when they announce their blog.
  6. Develop an editorial process: This is who is going to be reading the blog before it is posted, and editing it. This is very important to help keep the blog’s goals aligned with that of the company.
  7. Design the blog and it connection to your site: Ten Tree has already created a link on their website at the bottom for their blog.
  8. Develop a marketing plan so people can find the blog: Ten Tree will be marketing the release of their blog on their various social media outlet, the major ones being Facebook and Twitter.
  9. Remember, blogging is more than writing: Monitor your blog and find out what people are saying about it. Comments create dialogue between a company and their customers, and this can be positive or negative. It is important for a company need to know how to respond to these comments, and keep their company’s values in mind. This will all relate to the company’s brand that they are trying to communicate.
  10. Final advice: be honest: This helps build trust and loyalty with customers to keep them coming back to your company.


Get connected and begin the transformation to being a stronger company in today’s crazy world. Social platforms and the Web are changing the way that customers are looking at companies; customers are looking for ways to connect to companies. What better way to feel connected to a company than to have to opportunity to show the world what you love. Companies, such as GoPro, have begun doing this by bridging the gap between sports and social media; their cameras allow people to take videos of themselves on the go and then share them with the world. Whether you are talented at skateboarding, snowboarding or surfing, you can show the world what you see around you and show them why you continue to do what you love to do.

As a company you first find out who is following your company, then you begin listening to them and creating a strategy. Now is the time to transform your company! According to Groundswell, by Charlene Li and Josh Bernoff, companies should focus on the following when transforming their company:

  • First, start small
  • Second, educate your executives
  • Third, get the right people running your strategy
  • Fourth, get your agency and technology partners in sync
  • Fifth, plan for the next step and for the long term

Ten Tree’s company is more than just buying clothes and other accessories, they have transformed their company into a lifestyle for their customers. Much like GoPro, they are encouraging people to go out and live life to the fullest. The company began in Regina, Saskchewan, Canada and has now grown across North America.  The company is not just focused on educating their executives, they also educate their consumers through their website and YouTube Channel. If you ask the executive and founders (David Luba and Kalen Emsley) what is Ten Tree they will tell you the following:

Ten Tree’s objectives and strategy as an organization are so powerful, that they need the right people supporting them. David Luba and Kalen Emsley have made the company’s mission come alive as the company grows and expands. They are passionate about the company, and when they make a pitch you can tell that they are passionate. They want the company to be successful because of what it does from everyone else involved. Luba and Emsley found out who and where their target market was, and focused their technology on Twitter, Facebook, YouTube, and Instagram. The images they places on all these sites are made to attract, inspire, and reinforce their mission.

Ten Tree has created a company that allows people to pay it forward. When you buy a shirt from Ten Tree you are providing jobs in third world countries as you help out the environment by having people plant 10 trees. Want to make a difference? Check out Ten Tree’s Treemap, and see all the live updates of how other people are helping out our planet.

What’s next?

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.

Anybody Listening?

What inspires you?

Ten Tree is listening, they are encouraging you to tell them through.


Ten Tree have teamed up with Canadian Wildlife Foundation and LiveUnbound, because they all are representing one brand image. However, the brand is never what the company says the brand is… it is what their audience is saying about the company that form the brand. Groundswell, by Charlene Li and Josh Bernoff, is saying just that to businesses through novel explaining the “How to” survive the business world. They discuss many points that all businesses need to follow, in terms of a plan:

  • Check the Social Technographic Profile of your customers
  • Start small, think big
  • Make sure your listening vendor has dedicated an experienced team to your efforts
  • Choose a senior person to interpret the information and integrate it with other sources

With most of Ten Tree’s audience being Joiners and Spectators, the company has to consider the methods of listening to their customers. The best ways to accomplish this would be through creating groups that their customers can join and having them comment, share, and like their posts. They have begun small by focusing on 3 social media platforms: Facebook, Twitter, and Youtube; integrating all these platforms with their message to their company’s mission and vision. Every item of clothing that someone buys 10 trees are planted, allowing people to feel socially aware while they are shopping. This has helped the company compete in the retail industry successfully, because their brand name is so strong; it is more like a lifestyle!

I am listening! Tell me what inspires you!