Pub. Date:
Harvard Business Review Press
Groundswell: Winning in a World Transformed by Social Technologies

Groundswell: Winning in a World Transformed by Social Technologies

by Charlene Li, Josh Bernoff


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Groundswell: Winning in a World Transformed by Social Technologies

Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry — yet it's still utterly foreign to most 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, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity.

In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn 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

Groundswell is required reading for executives seeking to protect and strengthen their company's public image.

Product Details

ISBN-13: 9781422161982
Publisher: Harvard Business Review Press
Publication date: 05/24/2011
Edition description: Expanded and Revised Edition
Pages: 352
Sales rank: 937,754
Product dimensions: 5.40(w) x 8.20(h) x 1.00(d)

About the Author

Charlene Li is an independent thought leader and founder of the Altimeter Group. Josh Bernoff is a vice president at Forrester Research and one of their most senior and most frequently quoted research analysts. He created the Technographics segmentation, a classification of consumers according to how they approach technology.

Table of Contents

Introduction     ix
Understanding the groundswell
Why the groundswell-and why now?     3
Jujitsu and the technologies of the groundswell     17
The social technographics profile     39
Tapping the groundswell
Strategies for tapping the groundswell     65
Listening to the groundswell     77
Talking with the groundswell     99
Energizing the groundswell     129
Helping the groundswell support itself     153
Embracing the groundswell     179
The groundswell transforms
How connecting with the groundswell transforms your company     197
The groundswell inside your company     215
The future of the groundswell     233
Acknowledgments     243
Notes     247
Case Index     265
Subject Index     269
About the Authors     283

What People are Saying About This

Cathie Black

"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)

John T. Chambers

"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)

Seth Godin

"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)

Clark Kokich

"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

Christina Norman

"Heed the Groundswell! It's critical reading and helped us master the new dynamics of social media."--(Christina Norman, President, MTV)

From the Publisher

“If you haven’t read the book, I would highly recommend you buy a personal copy and read it to get a comprehensive understanding of how our world is being transformed by social technologies and how you can take advantage of it.” - Business 2 Community

Scott Cook

"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)

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Groundswell: Winning in a World Transformed by Social Technologies 3.9 out of 5 based on 0 ratings. 28 reviews.
jrsedivy More than 1 year ago
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.
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Rjhughes More than 1 year ago
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
Anonymous More than 1 year ago
smartChick More than 1 year ago
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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RolfDobelli More than 1 year ago
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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Carltoon More than 1 year ago
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.
Brien_Convery More than 1 year ago
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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billkizer More than 1 year ago
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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SKSDesigns More than 1 year ago
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".
GLeMahieu More than 1 year ago
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.