For those of you who don’t know, Forrester analysts Josh Bernoff and Charlene Li (she’s no longer with Forrester) published a great book on social computing called Groundswell. In conjunction with that book, Forrester created the Groundswell Awards to recognize firms that accomplish business goals with social applications. Well, the 2008 award winners were just announced and here are this year’s winners across eight categories:
- Embracing: MyStarbucksIdea.com by Starbucks
- Energizing: Hershey’s Bliss House Party by House Party
- Listening: Mattel’s “The Playground” Community by Communispace
- Managing: Borderless Workplace by Accenture
- Social Impact: Artshare, Click Exposition, and Posse by Brooklyn Museum
- Supporting: Nerd Network by National Instruments
- Talking: Young & Free Alberta by Common Wealth Credit Union
- Company transformation: Intuit
My take: First of all, congratulations to all of the winners! My research into voice of the customer best practices has pushed me to increasingly look at social technologies. While many of these activities are currently isolated inside of companies and are considered standalone “social computing” activities, I see them getting blended into more comprehensive voice of the customer (VoC) and voice of the employee (VoE) programs. This will become even more important as firms adopt the new management imperative to make listening an enterprisewide skill.
The bottom line: Companies should resist being anti-social.