Jeremiah Owyang at Cluetrain @ 10

Jeremiah is up at Cluetrain @ 10. 

POST methodology

• People - Assess your customers' 'Social Technographics' profile
• Objectives - Decide what you want to accomplish
• Strategy - Plan for how relationships with customer will change
• Technology - Decide which social technologies to use

Full background on POST here.

NOTE:  "It's POST, not 'TSOP' ... it doesn't start with technology"

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How to deal with detractors?

Best practice ... have a crisis strategy in place.  More on how to deal with detractors here.

Five types of detractors:

• Legitimate complainer
• Competitor
• Engaged critic
• Flamer
• Troublemaker

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Adoption models

• "The Tower" - Purely centralized adoption of social media tools
• "The Tire" - Uncoordinated adoption at the edge of the organization
• "Hub & Spoke" - Central resource, but people can be flexible at the edge

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Jeremiah's Recommendations

• Act like a host at a part, rather than a cop
• Power is in the hands of the community
• Put the needs of the members first, followed by marketing objectives