Groundswell: Winning in a World Transformed by Social Technologies |  | Authors: Charlene Li, Josh Bernoff
Publisher: Harvard Business School Press
Category: Book
List Price: $29.95
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Rating:  104 reviews
Sales Rank: 1668
Media: Hardcover
Edition: 1
Pages: 224
Number Of Items: 1
Shipping Weight (lbs): 1.3
Dimensions (in): 9.3 x 6.4 x 1.2
ISBN: 1422125009
Dewey Decimal Number: 303.4833
EAN: 9781422125007
Publication Date: April 21, 2008
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| • | ISBN13: 9781422125007 | | • | Condition: NEW | | • | Notes: Brand New from Publisher. No Remainder Mark. |
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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
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| Customer Reviews:
Showing reviews 1-5 of 104
 Director of Technical Services, Pima County Community College District March 1, 2010
Keith McIntosh (Tucson, AZ)
This is a great book or should I say resource. You'll find multiple case studies with specific do's and don'ts for entering and succeeding in the Groundswell. This text will help you understand how social technologies can and should be used to interact and embrace your customers as well as serving a similar role for engaging your employees. I'm glad I bought this book. It's worth every penny. I've already provided targeted recommendations to friends and colleagues alike to get this book. I really liked the detailed explanations and classifications for participation in Groundswell activity such as the Social Technographics Ladder (read the book to find out more).
 Great overview and case studies February 9, 2010
B. Beebe (Bay Area, CA United States)
Groundswell presents a good overview of social networks and explains why they are appealing to participants. The authors provide excellent examples of companies using social media to achieve business goals. I also appreciate the writing style. While the book is full of relatively dry statistics, Li and Bernoff deliver a compelling narrative the kept me moving through the chapters. I didn't fall asleep while reading once.
good insights February 8, 2010
M. A. Janmaat (Mooie mario)
This books tells you in an open and down to business way the changes and key drivers of todays social technologies.
Learn to use the Groundswell! February 1, 2010
James M. Diehl (Maryland)
The authors define Groundswell as "A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations." This book will likely change your approach to the so-called Web 2.0 technologies and how you will use them.
If you do not have a strategy to these technologies, you will be motivated to develop one after reading Groundswell. Groundswell is written like a text book to show how organizations tap it, listen to, talk with, energize, support, and embrace it. Asking a customer of your product to post an on-line critique may be smart. But, if your product gets hammered, it is there for everyone to read. Your organization's public credibility would be destroyed by selectively deleting the bad press. A central theme in this book then is being willing to "let go" of the message. You cannot control the ether space.
Groundswell spends considerable time on technographics profiles or how various segments of the online communities can be expected to use and interact with the technologies and applications. The authors spend much time on the "P-O-S-T" acronym, starting with the People, the organizations Objectives, the Strategy to achieve, and then , and a distant fourth, the Technology.
Groundswell concludes with useful observations on how we can use the emerging technologies to interact more effectively and purposefully. Having read the entire book, as I would read a text, I will again read portions of it selectively when I have opportunity to plan or participate in mine or my organizations communications. I strongly recommend it.
Consumers in Control is Swell January 28, 2010
Jeff Swystun (Ottawa/New York)
Based on real and relevant consumer data and enlivened with ample case studies, this book is highly compelling. New communication forms and technologies are here to stay and evolving rapidly. This has made it difficult for many marketers to turn them to their advantage. The authors define groundswell as, "A spontaneous movement of people using online tools to connect, take charge of their own experience, and get what they need - information, ideas, products and bargaining power with each other". The challenge is now people source what they need from each other, not companies. This threat to businesses and brands has impacted their ability to react appropriately and with the speed demanded by groundswells.
The book reads very logically, yet in a highly engaging way. The authors educate the reader on methods of examining groups to influence groundswell behavior. They provide a four step process explaining why leading with technology is a mistake, how to engage the groundswell proactively and how to drive peer-to-peer movements. All this is explained through case studies involving Ernst & Young, Lego, Loblaws, Best Buy, Dell and Unilever. The book argues that "social networks will connect people with the groups they care about. Transactions will be constantly rated and reviewed. Tags supplied by ordinary people will reorganize the way we find things. Feeds will alert us to any changed content, and feed readers will be as much of the online experience as email and browsers are now". Some things that Amazon and a few other were onto at the outset of this 'groundswell'.
Showing reviews 1-5 of 104
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