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Groundswell: Winning in a World Transformed by Social Technologies
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Format: Hardcover, 224pp.
Publisher: Harvard Business School Press
Pub. Date: April 21, 2010
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Item No: 9781422125007
Description and Reviews
From The Publisher:
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:
Timely and insightful, this book is required reading for executives seeking to protect and strengthen their company s public image.
- 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
"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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About the Author
Charlene Li is a vice president and principal analyst at Forrester Research. She is one of the driving forces behind Forrester s Social Computing and Web 2.0 research. 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
|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||65|
|4||Strategies for tapping the groundswell |
|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|
|About the Authors||283|
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