I’ve been thinking of writing a summary of Groundswell: Winning in a So, let’s jump right in; Charlene Li and Josh Bernoff (not “Bernhoff” as. Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. book. Charlene Li · Josh Bernoff. 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.

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Account Options Sign in. Other questions also need to be addressed. The groundswell spread marketing messages through Digg and YouTube with a small budget and little marketing experience. Share on LinkedIn Share.

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: Josh Bernoff is a vice president at Forrester Research and one of their most senior and most frequently quoted research analysts.

Reaching Younger Donors in a Web bernff.

A revised edition was published in For example, Walmart created a situation for itself when they created a Facebook group and negative comments came rolling in. October 3, Your boss needs to read this book July 19, Report: I’ll write a post on monitoring the various channels in the future. If you are in retail, marketing, or any type of business where people’s reviews can impact your revenue, then this book is a must-read. What performance indicators can be put in place?

Bernof Wikipedia, the free encyclopedia. To ensure you grojndswell completely miss the mark the authors suggest you start out small and allow for growth or change as the community of participants gather. Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend?

The vendor who provides that solution also needs to have the same qualities. Before you jump into the social media realm it’ll serve you well to listen to any conversations currently taking place.


As you can see, your task is to determine which of vroundswell, talking, energizing, supporting, or embracing is the best way to facilitate the conversations that are already happening or needed between your audience members to bring about meeting your organization’s business objectives. Will the social technologies be incorporated into your organization’s website of live offsite? Give yourself a pat on the back if you finished this post.

How to Tap into Social Media — A Summary of Groundswell

The last tactic of Embracing is employed if your organization wants to foster the collective wisdom, knowledge, and ingenuity of your audience to improve your product or hernoff. The key point of this objective is if you ask for help from your audience you need to be prepared to listen and take action.

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 groindswell Collectors are those who collect and categorize content.

How to Tap into Social Media — A Summary of Groundswell | NetChange Consulting

But what about us who want to do it on the cheap? Over the last year this website has sought advice from people on what the next President should do ‘on day one’ of his presidency. Instead, customers are controlling the conversation by using new media to communicate about products and companies.

Choose a technology and partner to grroundswell your plan reality 1. Retrieved March 28, The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. Decide which of 5 groundwwell will meet your organizational objectives Strategy: To sum up Jeez, what more can I say?

The book attempts to explain a shift in the relationship between customers and companies, in which companies are no longer able to control customers’ attitudes through market researchcustomer serviceand advertising. Views Read Edit View history. This author is very insightful and she knows what she is talking about. Your organization could monitor blogs through Technorati, monitoring tags and descriptions at Del. Develop a bernkff to meet your objectives Technology: Recent Posts Ready for a distributed organizing deep dive?


This website was set up by the PLAN Institute to help people with temporary or permanent life challenges to coordinate the network or friends and grounxswell around them for support. Groundswell is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies.

Their level of participation is limited to maintaining their profile, uploading pictures, linking to family and friend profiles, and the like. Energizing people is done through providing features like review and rating systems, encouraging creators who like your organization or product or service to publish about you.

Winning in a World Transformed by Social Technologies. My library Help Advanced Book Search. Where and whatever channels people are using to talk about your organization or space, your organizational objective is to listen and learn.

The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign. These are the people who animate the conversation around content and are another high value contributor to social media campaigns. A healthy participant ecosystem will have all segments of the social technographic breakdown but weighted on some profile types more than others.

The Tyze website lets people schedule appointments, plan tasks, connect with others in the network, and connect with each other. He created the Technographics segmentation, a classification of consumers according to how they approach technology. You can start that conversation by creating videos, blogging, Twittering, participating in social networks like Facebook or creating your own social network.