Groundswell: Winning in a World Transformed by Social Technologies

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Overview

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 ...
See more details below

More About This Book

Overview

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
  • Josh Bernoff
    Josh Bernoff

Editorial Reviews

CIO Magazine
...you can't control users looking to utilize Web 2.0 technologies such as blogs, wikis and social networks... CIOs and other business leaders must embrace these technologies in the enterprise, and enable their employees to share and work collectively with each other to foster new innovations.
More Reviews (1) Fewer Reviews
From The Critics
... for Groundswell's intended audience - managers struggling to answer questions such as "should my soap company have a presence on Facebook?" or "why isn't anyone reading our company blog?" - the emphasis on data and analytics is not a bug - it's a feature.

Product Details

  • ISBN-13: 9781422125007
  • Publisher: Harvard Business Review Press
  • Publication date: 4/21/2008
  • Pages: 286
  • Sales rank: 302,027
  • Product dimensions: 6.10 (w) x 9.20 (h) x 1.20 (d)

Meet the Author

Charlene Li
Charlene Li

Charlene Li is a vice president and principal analyst at Forrester. She is the driving force behind Forrester's Social Computing and Web 2.0 research.


Josh Bernoff, is a vice president and principal analyst at Forrester Research, and one of America's most frequently quoted research analysts.

Table of Contents

Introduction

Part 1 Understanding the groundswell

1 Why the groundswell-and why now? 3

2 Jujitsu and the technologies of the groundswell 17

3 The social technographics profile 39

Part 2 Tapping the groundswell

4 Strategies for tapping the groundswell 65

5 Listening to the groundswell 77

6 Talking with the groundswell 99

7 Energizing the groundswell 129

8 Helping the groundswell support itself 153

9 Embracing the groundswell 179

Part 3 The groundswell transforms

10 How connecting with the groundswell transforms your company 197

11 The groundswell inside your company 215

12 The future of the groundswell 233

Acknowledgments 243

Notes 247

Case Index 265

Subject Index 269

About the Authors 283

Customer Reviews
Average Rating 4
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  • Posted December 26, 2008

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    I Also Recommend:

    The Changing Face of Business

    Groundswell characterizes the Internet and the behavior of crowds which make up the Web. This book provides an interesting discussion on mediums such as blogging and social networking and how they are changing the face of business, the economy, and the world. Although this is written from a corporate perspective I believe this is a worthwhile read for any business owner as the topics discussed are certainly relevant. Highly recommended for those interested in developing their business strategy around the Internet and social technologies.

    1 out of 1 people found this review helpful.

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  • Posted June 23, 2011

    Can't talk about the book as BN downloaded version not formatted for iPad

    Be careful when ordering this book. Even better. :30 seconds to buy incorrectly titled book on BN site; 60 DAYS for refund. Gotta love technology. @bnbuzz #fail

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  • Posted April 10, 2011

    more from this reviewer

    Great for Businesses and Comsumers

    I found this book really interesting. From the business point of view, it provides a primer on how to tap into the groundswell created by the consumers. The examples and case studies were fascinating. From a consumer point of view, it shows how some companies are listening to their customers and why it is worthwhile to contribute to the groundswell. If you are not currently participating in social media, this is a good reason to start.

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  • Posted October 11, 2010

    more from this reviewer

    Expert analysis of the newest internet tools and how to exploit them

    Do you visit a social networking site at least once a month, like "one in four online American adults"? Do you read an online journal or blog, like 52% of online Japanese? Social networks, blogs, wikis, tags, online reviews, support forums and widgets are all part of the latest online revolution, a "groundswell" that is transforming not only the internet but the way the world works. Companies that lack the vision to join this groundswell will soon be dinosaurs. Forrester Research analysts Charlene Li and Josh Bernoff explain the groundswell, why it is occurring, what its principal tools and applications are, and how your firm can exploit them. getAbstract finds this book timely, comprehensive, insightful and instructive. It is ideal for readers who want to know what they can do for their companies in the sometimes daunting online environment.

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  • Posted May 14, 2010

    more from this reviewer

    Great business tool

    I bought this book on a recommendation as I was looking at ways to use social media to better my company's social media presence. Provided great insight into how to understand and then organize a social media communications plan, including how to identify the audience, develop objectives and strategies and what technologies tend to work well for what audience/objectives. There are also points about evaluating the effectiveness, which can be challenging to do in social media. Great and informative read for any public relations, marketing, or communications professionals.

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  • Posted March 25, 2010

    more from this reviewer

    IBM Competitive Edge Book Club Selects Book in Q2 2008

    The IBM Competitive Edge Book Club is open to all Sales professionals at IBM. Groundswell was our Q2 2008 book club selection. Overall feedback from the members was great. In the feedback from the members, we ask them the question - "What will you do differently in your job since your study of this book?" Some of the replies directly from the members included:

    - "This book has provided a much better outline/business impact on social computing. It provides a great framework to augment discussions around the Lotus product set."

    - "Personally, I'll work to engage with partners and clients in different ways through networking technology. This also is a great discussion point at the executive level as companies try to connect to newer people within their organization."

    - "The book has given me new insight in to the new technologies and how they may be relevant to my clients."

    - "The ideas in the book provide great insight to help with our discussions and opportunity generation ideas with our clients."

    - " As a coverage software rep, I will be better able to provide specific examples to how IBM's own technologies can enable a customer who is endeavoring to move in this direction - I have already recommended this book to 2 clients."

    This book was the first we did after we had established the IBM Competitive Edge Book Club as an on-line and social networked club. It was very timely, appropriate and a highly rated book and discussion with Josh - thank you for being apart of our club and for setting the stage of social networking for our IBM team.

    Best Regards,
    Brien Convery
    IBM Global Workforce Partner and Competitive Edge Book Club Leader

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  • Posted December 27, 2009

    I Also Recommend:

    This Is A Must Read For All Social Media Enthusiasts

    I found this book an easy to read, easy to understand book. I think that small and large companies should make their marketing departments & anyone making decision compulsory reading. I'm re-reading it again just to make sure that I didn't miss out something the first time and have encouraged many people to read this book. Great book!! Don't forget to also read "Marketing In The Groundswell.

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  • Posted October 3, 2009

    more from this reviewer

    Highly informative.

    Walks the reader through not only the importance of social media but learning, embracing and energizing the groundswell. The shift has been created from "Word of Mouth" to "Word of Web".

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  • Posted August 29, 2009

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    I Also Recommend:

    Finally! An approachable explaination on Social Media applications fro Non-IT Folks!

    I highly recommend this read for Business Students, And Managers that are involved with Customer Realtions, Business Development, Marketing and Support.

    Book includes some great tools and consideartions that can be immplemented quickly.

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  • Anonymous

    Posted May 18, 2009

    Good Book

    Enjoyed reading about the emerging social technologies and how this will affect the future of business.

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  • Anonymous

    Posted May 15, 2008

    Must Read

    This is an excellent book and a must read for anyone in marketing or marketing communications.

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    Posted December 13, 2009

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    Posted February 28, 2011

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    Posted December 29, 2011

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    Posted January 10, 2010

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