{"id":30470,"date":"2009-11-09T13:45:28","date_gmt":"2009-11-09T12:45:28","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=30470"},"modified":"2009-11-04T16:01:18","modified_gmt":"2009-11-04T15:01:18","slug":"insights-groundswell-awards","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/insights-groundswell-awards\/","title":{"rendered":"Interesting Insights from the 2009 Groundswell Awards"},"content":{"rendered":"


<\/p>\n

\"Groundswell\"<\/a><\/div>\n

If you haven\u2019t heard of the Groundswell Awards<\/a>\u2014not to worry.\u00a0 It appears this is just the third year for the fairly small competition, sponsored by Forrester via the Groundswell weblog which apparently spins off the book named Groundswell<\/em> (stick with me here) by Forrester analyst Josh Bernoff and consultant Charlene Li.\u00a0 Everything I know about the awards I learned from reading the Forrester Groundswell Awards Rules<\/a>, which says:<\/p>\n

\u201cEntries should represent excellent and effective use of social technologies to advance an organizational or corporate goal.\u201d<\/p>\n

Sounds good! \u00a0And there is a recruiting-related category in the awards, which we\u2019ll get to in a minute.\u00a0 But first, here\u2019s what especially interested me about the Groundswells:\u00a0 (a) the structure of categories, and (b) the proportionality of the submissions.<\/p>\n

Submitters have to choose a category that best fits what they see as the strength of their submission.\u00a0 The categories loosely parallel the ideas in the book<\/a>, and they go like this:<\/p>\n

Listening.<\/strong> Find out what customers are really saying in order to understand them better.<\/p>\n

Talking.<\/strong> Spread messages about a company.<\/p>\n

Energizing. <\/strong>Get a company’s best customers to evangelize its products.<\/p>\n

Spreading. <\/strong>Get customers or users within a company to encourage others to adopt a product or service. (B2B only.)<\/p>\n

Supporting.<\/strong> Help customers support each other to solve each other\u2019s problems.<\/p>\n

Embracing.<\/strong> Integrate customers into the way a business works, including using their help to design products and improve processes.<\/p>\n

Managing.<\/strong> Empower employees and managers within an organization.<\/p>\n

Social Impact.<\/strong> Improve society with non-commercial applications.<\/p>\n

Even apart from the social media component, this list strikes me as a pretty good anatomy of all the things a corporate Careers site needs to do.\u00a0 Just put \u201cvisitors\/prospects\/applicants\/candidates\u201d after each verb, and you would have a fine strategic outline.\u00a0 That is\u2014\u201cListening to visitors,\u201d \u201cEnergizing prospects,\u201d \u201cEmbracing candidates,\u201d \u201cManaging applicants,\u201d and so on.\u00a0 (Social Impact applies via messaging about corporate responsibility, green-ness, etc.)<\/p>\n

Now for proportionality.\u00a0 Groundswell helpfully offers mini-views of all the submissions, so we know how many submitters put themselves in each category.\u00a0 Just guess which Business-to-Consumer category had the most entrants by far . . . .<\/p>\n

That\u2019s right.\u00a0 TALKING.<\/p>\n

In spite of all the wisdom out there about listening, most companies are still focused on pushing the message.\u00a0 Business-to-Business was more evenly distributed\u2014but showed even less interest in Listening than the B2Cs.\u00a0 Here\u2019s the Groundswell breakout:<\/p>\n

\"Groundswell<\/a>
<\/p>\n

\n

Topic to consider:\u00a0 Does your company\u2019s Careers site have a listening component?\u00a0 How hard would visitors have to look to find<\/em> the listening component?<\/p>\n<\/div>\n

The Groundswell award for something to do with employees is (somewhat oddly) Managing, and for some reason, it\u2019s bundled up with non-profits.\u00a0 But in any case\u2014this year\u2019s winner is UPSjobs Problem Solved<\/a>, \u201ca \u2018spreadable\u2019 social media campaign to efficiently and more cost-effectively attract, engage, and recruit jobseekers.\u201d<\/p>\n

But I found one of the other entrants especially interesting:\u00a0 The Employee First <\/a>campaign at India\u2019s HCL Technologies, where \u201ca<\/strong>ll 55,000 employees of HCL Technologies are given intranet access allowing them to read the reviews of HCL’s CEO Vineet Nayar and the company’s top 20 managers.\u201d <\/strong><\/p>\n

Stop by the HCL Careers site<\/a> to read more about Employee First, and the \u201cFive Fold Path to Individual Enlightenment.\u201d\u00a0 Very interesting.<\/p>\n


<\/p>\n


<\/p>\n


<\/p>\n","protected":false},"excerpt":{"rendered":"

If you haven\u2019t heard of the Groundswell Awards\u2014not to worry.\u00a0 It appears this is just the third year for the fairly small competition, sponsored by Forrester via the Groundswell weblog which apparently spins off the book named Groundswell (stick with me here) by Forrester analyst Josh Bernoff and consultant Charlene Li.\u00a0 Everything I know about […]<\/p>\n","protected":false},"author":10,"featured_media":30472,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,25],"tags":[33,5979,418],"class_list":{"0":"post-30470","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-careers","9":"tag-corporate-communications","10":"tag-groundswell-awards","11":"tag-social-media","12":"entry"},"yoast_head":"\nInteresting Insights from the 2009 Groundswell Awards - 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