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Groundswell: Winning in a World Transformed by Social Technologies
by: Charlene Li, Josh Bernoff

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Binding: Hardcover
Dewey Decimal Number: 303.4833
EAN: 9781422125007
ISBN: 1422125009
Label: Harvard Business School Press
Manufacturer: Harvard Business School Press
Number Of Items: 1
Number Of Pages: 224
Publication Date: April 21, 2008
Publisher: Harvard Business School Press
Sales Rank: 307
Studio: Harvard Business School Press

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Product Description:
Corporate executives are struggling with a new trend: people using online social technologies (blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals. This groundswell is global, it s unstoppable, it affects every industry and it s utterly foreign to the powerful companies running things now.

When consumers you ve never met are rating your company s products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Charlene Li and Josh Bernoff of Forrester, Inc. explain how to turn this threat into an opportunity.

Using tools and data straight from Forrester, you ll learn how to:

-Evaluate new social technologies as they emerge

-Determine how different groups of consumers are participating in social technology arenas

-Apply a four-step process for formulating your future strategy

-Build social technologies into your business including monitoring your brand value, talking with the groundswell through marketing and PR campaigns, and energizing your best customers to recruit their peers

Timely and insightful, this book is required reading for executives seeking to protect and strengthen their company s public image.

'Groundswell is jammed with big ideas, useful stories, and quotable stats. This is the new industrial revolution. Are you on board?'

-Seth Godin, author, Meatball Sundae

'This book will rock your world, if social technology hasn't rocked it already. It's a tsunami of unstoppable force. Amazon, Procter & Gamble, Facebook, Google, and Dell are profiting from the crest of the wave. Are you? Li and Bernoff are the apostles of the tsunami. This book will be your bible.'

-Scott Cook, Founder and Chairman of the Executive Committee, Intuit

Groundswell provides practical advice on how to stay nimble and flexible in an ever-morphing digital world. Enabling your company to respond to change quickly especially when talking to and supporting your consumers is essential for business success.

-Cathie Black, President, Hearst Magazines

'The first phase of the Internet was about getting everyone connected. In this next phase, which changes the way we work, live, play, and learn, we re starting to realize the value of those connections as well as the new communications and experiences those interactions lead to the human network. Groundswell effectively documents this shift and underscores the opportunities available to all from this major market transition.'

-John T. Chambers, Chairman and CEO, Cisco

'Heed the Groundswell! It's critical reading and helped us master the new dynamics of social media.'

-Christina Norman, President, MTV

'Groundswell is a comprehensive look at the tidal wave of change engulfing marketers. Nobody should attempt to engage the newly empowered and emboldened consumer without first hearing what Li and Bernoff have to say on the subject.'

-Clark Kokich, CEO, Avenue A | Razorfish

'Social technologies and the groundswell impact every business and organization worldwide. Li and Bernoff have written an insightful book that takes a refreshing research-driven approach to helping businesses transform themselves and successfully navigate this new dynamic landscape.'

-Steve Rubel, Senior Vice President, Edelman Digital, and columnist for Advertising Age

Customer Reviews

Average Rating: out of 5 stars

Rating:

- groundswell
I think reading Groundswell helped me be a better CEO. I am looking into getting started now.

Rating:

- CIO's must read
Groundswell is a must read for any current day CIO looking to ensure that IT is a strategic asset and not just a service in the future.

Rating:

- A Social Media, Web 2.0 Must Have in a Crowded Web 2.0 Centric World
The bottom line of this book: it's about listening to people talking about you (you = yourself or your company). Now a days we can think of ourselves, really, as our own brand!

So, LISTEN.

Now why? That's what the book explains in great detail. It has great detail and case studies to support its conclusions. They are excellent and break down into as real world as we, as Marketers, could as for. With graphs ("technographs") and everything. It's exposing the analysts' thinking on an entire different level!

The terminology alone was worth it for me. This was a very slim part of the book. Hell, maybe one page? It was defining the terms used to describe the different people that are the pieces of the puzzle of the social media puzzle. I found it worth my while to get inside an analysts head. I struggle with trying to define these people every day. I seem to over-define areas like ... Read More

Rating:

- Groundswell
Groundswell is a very good book if you want to understand modern marketing and customer relationship management. In a world where online accounts for much of everyday life, the way in which companies have to interact with their customers changes. The use of social networks, viral videos, blogs and forums is important. This book really helps to understand, decide what is relevant for a certain situation, and act on this different world.

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