Groundswell: Winning in a World Transformed by Social Technologies

Groundswell: Winning in a World Transformed by Social Technologies

3.8 28
by Charlene Li, Josh Bernoff
     
 

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… See more details below

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

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Product Details

ISBN-13:
9781422125007
Publisher:
Harvard Business Review Press
Publication date:
04/21/2008
Pages:
286
Product dimensions:
6.10(w) x 9.20(h) x 1.20(d)

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

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