Are you? Li and Bernoff are the apostles of the tsunami. This book will be your bible. Enabling your company to respond to change quickly — especially when talking to and supporting your consumers — is essential for business success. Nobody should attempt to engage the newly empowered and emboldened consumer without first hearing what Li and Bernoff have to say on the subject.
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Details if other :. Thanks for telling us about the problem. Return to Book Page. Preview — Groundswell by Charlene Li. Josh Bernoff. Li and Bernoff define 'the groundswell' as a social structure in which technology puts power into the hands of individuals and communities, not institutions. This research based book will not only identify the emerging components of this shift, but will also help companies build their businesses around it.
Get A Copy. Hardcover , pages. More Details Original Title. Other Editions Friend Reviews. To see what your friends thought of this book, please sign up. To ask other readers questions about Groundswell , please sign up. Will this page be updated for the new expanded and revised version that was published in ? See 1 question about Groundswell…. Lists with This Book. Community Reviews. Showing Average rating 3.
Rating details. More filters. Sort order. It interests me as it concerns the current fastgoing development of social, online applications and social media. Where a company years ago could control the reactions of its environment, nowadays opinions and views of people are easily and very quickly distributed via social media, blogs, wiki's etc. Before the internet, firms had far more time to methodically monitor and respond to community activity. With the rise of social media, that luxury has vanished, leaving a community-management vacuum in dire need of fresh skills, adaptive tactics, and a coherent strategy" The book and the article describe the changes wrought by social media platforms and show how a company can make the most of this brave new world.
Social media platforms enhance the power of online communities in four ways: They promote deep relationships, allow fast organization, improve the creation and synthesis of knowledge, and permit better filtering of information In no small part, online activism drove powerful community opposition.
The book's message: Companies need to be part of the 'Groundswell', a trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
The former calls for marketing and public relations skills, whereas the latter calls for business-development skills. You should assemble a social media team with strengths in both areas. If you are interested but do not want to read the full book, here's an interesting article, 'Community relations 2. Very interesting topic. I love the lively Goodreads environment full of buzz and opinions.
View all 4 comments. Nearly everything I do in marketing has to do with the groundswell, the current movement of everything Web 2.
I also happen to live at ground zero for all this stuff, so when I spotted the spiraling lime-and-wasabi colored book at work and asked to borrow it, I knew it'd be an investment in timeliness and relevance. What I like best about Groundswellis how authors Charlene Li and Josh Bernoff built out stories of real people facing the challenges of adopting groundswell in different ways, and each ending with actionable results you could act upon right now-- despite the fact that all the case studies are about established brands in the US.
What I'll put to work right away are the concepts of measuring the effects of your groundswell efforts, as well as the perspective that groundswell is all about how people use technology for their conversations, socializing and learning-- especially, for their desire to connect. There's also meaty Forrester stuff: a demographic analysis called social technographics which segments your audience according to social technology ladder of participation, a customer profile toolto calculate audience targeting against criteria which determine what kind of relationship you want to build with them, and all sorts of other useful bar graphs.
There's still a lot to know about the groundswell and what it means to you, but there is something to be said for just jumping in. Dec 26, J. Lasica rated it it was amazing Shelves: nonfiction , recommended. Groundswell: Winning in a world transformed by social technologies, by Charlene Li and Josh Bernoff, is the definitive guide to how businesses are grappling with the social media revolution. The revolution is still in its early stages, and the old order still clings tenaciously to power — we're living in the throes of transformative change, which can be at once exhilarating and disorienting.
Li and Bernoff provide a framework for describing these fundamental changes, which they call "the groundsw Groundswell: Winning in a world transformed by social technologies, by Charlene Li and Josh Bernoff, is the definitive guide to how businesses are grappling with the social media revolution.
Li and Bernoff provide a framework for describing these fundamental changes, which they call "the groundswell," and they do so chiefly within the context of marketing rather than sociology or politics. While this is a book for businesses brands and the people who do their handiwork marketers and consultants , anyone who's interested in better understanding the tsunami of social participation that is subsuming our institutions will find lots to absorb in these pages.
Written in accessible, no-nonsense prose, Groundswell breaks its narrative its three parts: what the social changes are all about; strategies for taking advantage of these changes, and an assessment of how these changes are transforming businesses. Li and Bernoff, analysts at Forrester when this was written, offer dozens of rich examples of the groundswell at work.
Bernoff is still there. Li left to begin a social media strategy company, and I've known Charlene for years from the speaking circuit. And it is through these concrete accounts that Groundswell shines most brightly. There are the well-known horror stories, of course, like Jeff Jarvis dealing with Dell Hell and Dell's brilliant response. But most of the lessons are less well known and thus especially relevant in informing a business's approach to social media: Josh Bancroft almost single-handedly moving Intel in a new direction with Intelpedia see Business Week article.
Intuit's wise decision not to create a software wiki or TurboTax wiki but a tax information wiki. Best Buy almost accidentally enabling employees to help each other — and in turn increase productivity — through its Blue Shirt Nation program. Like top-tier analysts do, Li and Bernoff capably synthesize these and other lessons into handy bullet-point lists that businesses should laminate and pass out to every department head. For example, in the section "tips for successful blogging," the authors advise: 1.
Start by listening. Determine a goal for the blog. Estimate the ROI return on investment. Develop a plan. Develop an editorial process. Design the blog and its connection to your site.
Develop a marketing plan so people can find the blog. Remember, blogging is more than writing. Final advice: be honest. By and large, that's a list that would serve any blogger well, not just corporate bloggers. Groundswell deserves a wide readership, not just for explaining the social tsunami now engulfing us in down-to-earth terms but for presenting a loud and clear wakeup call to corporate America: Get with the program, before the swift, the nimble and the socially adept eat your lunch.
May 03, Kierk rated it it was ok. While I'm sure that this book as informative to those not already familiar with Facebook and Twitter I did not find that it told me anything really new.
I came away with the feeling that it was full of valuable argument content for convincing our unknowing associates that social networking has value and that it works. The aut The authors failed to recognize that there is a world of difference between the Ford Motor Company and Joey's Diner and Brewpub. They interact with their clients and environs from completely dissimilar perspectives and the strategies for communicating to their respective audiences can not be casually interchanged.
Perhaps this viewpoint and audience was what the authors intended, if so I would encourage them to follow up with an equally thorough look at the world from a start up perspective. Jun 28, Richard MacManus rated it really liked it Recommends it for: company folks.
This book is aimed at company people who may not know much about the Social Web, other than they want to be in on the action. I browsed through the book on a lazy sunday and thought it had some great data in it.
The authors obviously know their stuff and I have huge respect for Charlene Li as a social media analyst. I must admit I was also checking to see if ReadWriteWeb was cited.
Disappointingly, no. The book can't be that cutting edge then, ay? Jan 29, Jessica rated it really liked it Shelves: non-fiction. Despite my version being published in , I feel most of the authors' predictions for "several years down the road" have already come true by summer Good book for convincing the unbelievers do they exist any more? Sep 01, Jakrapong Kongmalai rated it it was amazing.
Charlene Li: Reflecting on 10 Years of Groundswell — and What Comes Next
Groundswell is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies. It was published in by Harvard Business Press. A revised edition was published in The book attempts to explain a shift in the relationship between customers and companies, in which companies are no longer able to control customers' attitudes through market research , customer service , and advertising. Instead, customers are controlling the conversation by using new media to communicate about products and companies. The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. Some companies distinguish their product through the use of social technologies.
Groundswell: Winning in a World Transformed by Social Technologies
If you are in retail, marketing, or any type of business where people's reviews can impact your revenue, then this book is a must-read. The face of advertising and the consumer is changing. Whether it I am an avid user of the soicial networking and this book has validated some of my thoughts on facebook.
Goodreads helps you keep track of books you want to read. Want to Read saving…. Want to Read Currently Reading Read. Other editions. Enlarge cover. Error rating book. Refresh and try again.