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
Buy New: $18.73
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Avg. Customer Rating:  40 reviews
Sales Rank: 449
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 224
Shipping Weight (lbs): 1.4
Dimensions (in): 9.1 x 6.5 x 1.2
ISBN: 1422125009
Dewey Decimal Number: 303.4833
EAN: 9781422125007
Publication Date: April 21, 2008
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Shipping: International shipping available
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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: Read 35 more reviews...
 Great resource. Cannot put this book down. Breaks down the signficance of social media in business. September 23, 2008
I couldn't put this book down. They break down the significance of social media in today's business world, as well as how to implement a realistic and productive strategy for using it to an advantage. Great read, and a great resource for people who want to keep up with the current state of the ever-changing world of business online.
I just hope it doesn't become outdated too soon...
 Helpful Introduction to Engaging Customers through the Internet for Senior Executives September 19, 2008
Groundswell is that rare combination in a business book: Simple concepts and detailed explanations of what to do and how to evaluate the results. I especially liked the case histories that measured the economics of customer engagement.
The authors draw on their experiences at Forrester Research to show how right and wrong you can go by listening to, speaking with, engaging, providing for, and cooperating with customers. They caution starting small and feeling your way. Otherwise, you may bite off more than you are able to absorb.
For smaller companies, you'll also find suggestions of lower-cost ways to use social technologies that you can afford. Naturally, the options are more diverse and expensive for larger companies. But if you are spending a lot of time on marketing research, advertising, and promotions, you will probably find social technologies a less expensive way to go. If you have major expenses for customer support, social technologies can eliminate a lot of those. In addition, social technologies can help you gain faster insight into defects. For the lean company, these approaches will also make a lot of sense.
I liked the book so much that I included several references to it in my weekly briefing to entrepreneurs who want to build major businesses.
If, on the other hand, you are doing a lot with private communities, help forums, executive blogs, and evaluating customer observations, you won't find this book to be advanced enough for you. It's more of a beginner's guide.
Niet eerlijk September 8, 2008
1 out of 1 found this review helpful
Het is niet helemaal eerlijk dat ik dit boek positief beoordeel: ik ken Josh, ik heb workshops van hem bijgewoond en hoor zijn enthousiasme terug in dit boek. Het is eenvoudig te lezen en buitengewoon boeiend.
groundswell -- A Great Resource For Role of Social Networking September 8, 2008
I like to read, but I'm not that fast at it. Combine that with the amount of reading I have to do to complete my Bachelor's Degree, the general responsibilities of being an entrepreneur, as well as keeping house, and it's a wonder I get the shampoo bottle read.
groundswell was written by Charlene Li and Josh Bernoff and published in 2008. It is a reasonably well written resource on the lightening fast changes in Internet technology and the social networking programs that have sprung up like crab-grass, often referred to as Web 2.0. The book explains the amazingly popular YouTube, what discussion groups are, and how corporations of all sizes can benefit through blogging. The authors show excellent examples of how the decision to use or discount these technologies have affected major companies such as Ernst & Young, L.L. Bean, and HP.
The book is full of graphs and research information showing the number of people who participate in commerce online, and the varying levels of activities. They use the categories of Creators, Critics, Collectors, Joiners, Spectators, and Inactives. Each category is described and how each of those categories affects business is plainly explained. Examples are ample and the reader can truly comprehend how ignoring the groundswell in social technologies can lead to disaster.
I did find that this book focused toward a larger sized corporation than what I have. Being an entrepreneur, self-employed, one-person company makes it a little more difficult to manage a presence in all these items. My company has a Web presence, LinkedIn, FaceBook, MySpace, Twitter, and other accounts. Keeping them all updated is a major undertaking. An undertaking that I struggle to maintain. However, understanding the importance of participating in these forums could make the difference in whether a company survives those first 2 years after start-up.
This is a good book to help anyone understand the fast changing "Web 2.0" world in which we live.
groundswell August 31, 2008
0 out of 1 found this review helpful
I think reading Groundswell helped me be a better CEO. I am looking into getting started now.
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