| 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
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Rating:  116 reviews
Sales Rank: 2,605
Media: Hardcover
Edition: 1
Pages: 224
Number Of Items: 1
Shipping Weight (lbs): 1.3
Dimensions (in): 9.3 x 6.4 x 1.2
ISBN: 1422125009
Dewey Decimal Number: 303.4833
EAN: 9781422125007
ASIN: 1422125009
Publication Date: April 21, 2008
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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:
Showing reviews 1-5 of 116
 end's up more like soap opera August 30, 2010
Itzelli (California)
0 out of 1 found this review helpful
The first 62 pages make the whole book. It starts very informative and tech-marketing oriented, then it becomes a list of like case studies and it end's up more like soap opera... such as the authors' break up. And, I never really managed to understand "groundswell" as a new concept.
If you want to understand digital media as it's viewed by the new generation of consumers, I recommend "The Young and the Digital" by S. Craig Watkins and "Wikinomics" by Tapscott and Williams. These two books offer in-depth analysis and complex discussion on Social Networking.
 Recommended by a friend - and I echo that! August 11, 2010
Samuel Albrecht (Monroeville, NJ United States)
This book was recommended by a friend. He and I work at the same company and we are struggling to integrate our efforts into the groundswell. I think this was a great basic book for managers at all levels. An easy read that uses real world examples and is backed up by just enough data to justify concepts.
What I really liked is the breakout and logical flow of topics by chapters and subchapters. I'm an engineer, left brain kind of guy and this worked well for me. The transition between chapters was a little basic, but it worked.
The key message is independent of technology, which is nice. Having just read a short article in US Airways about customer service (or lack of it) in today's business enviroment, we (businesses) must listen to our customers AND we cannot control all content/feedback in today's world.
I highly recommend this book as an important read.
Starting a community? Read this book. August 4, 2010
Vivek V. Chandran (Silicon Valley, CA)
I'm not a big fan of analysts .. specially Forrester and Gartner, since most of their analysis is fluff and you really need to sift through a lot of mud and dirt to get to the sliver of gold. This book has redeemed the lot.
The book is extremely well written, with adequate detail in all sections, concepts well explained and case studies that reinforce the messages.
What is ground swell (From a web dictionary) : an obvious change of public opinion or political sentiment that occurs without leadership or overt expression
The book divides users as Creators (create content, publish blogs, create web pages, post videos, write articles, ), Critics (react to other peoples content, post ratings and reviews, edit wikis, comment in forums), Collectors (Use RSS feeds, Add tags to web pages and photos, vote on sites like digg), Joiners(participate in and maintain profiles on Social Networking sites), Spectators(consume content that other people produce- read articles, watch videos, listen to audio), Inactives (non participants)
I see an overlap between categories. Creators, Critics as well as Joiners are involved in creating content. With social media really taking off more and more people now create content on facebook through their updates and notes and have moved away from maintaining blogs. I wouldn't be surprised if facebook allowed users to create blogs with a different set of privacy controls.
The book is dated though. A lot of information from 2007 is not really relevant in 2010. As an example: For activity participaton Twitter usage was at the bottom Ranked 24. Today it could very well be No 2 and definitely in the top 5.
Another shortfall is that Brand Monitoring tools are not covered in detail. This is really important considering that the voices that monitor/measure community sentiment offer a qualitative analysis which is very different from the standard quantitative analysis tools (Google Analytics, Omniture etc). Am extremely curious as to how these tools operate, what kind of insights they offer. Tools/Agencies mentioned in the book : Nielsen buzzmetrics, TNS Cymfony, Isobar (carat), me2revolution, BzzAgent, BazaarVoice(Rating Systems), Umbria(Brand Monitoring.
If you plan to start a community or already have one and are looking for direction or a better understanding of how communities can be made more potent, you should read this book.
Slow start but a great finish July 13, 2010
AJ Fisher (Melbourne, Australia)
I was a little worried by the opening chapter or two that this book has dated as it's been on my wishlist for some time but I hadn't got around to reading it until this week.
If you're part of Web Culture and in particular social media culture then the first parts of this book will be no surprise - in fact books like We Think, Crowdsourcing and Socialnomics are more vibrant and have fantastic, up to date examples.
Keep on going though because it's Parts 2 & 3 of Groundswell that truly shine. They are technology agnostic but talk about ways you can engage your customers further through the groundswell (Bernhoff & Li's term for Social Media) and also determine which activities will be best suited for your customer based on on their social technographics profiles.
From this you can then start to calculate ROI from your activities which will give you the ammunition you need to get a new project over the line with business colleagues who can't see how or what to do.
Packed full of large scale, detailed case studies - many from Forrester's client base, this book is perfect for someone who needs good solid examples and plans to be able to effect business change.
 Groundswell: A Video Book Review from Grizzard June 25, 2010
Eric Pratum (Atlanta, GA)
2 out of 2 found this review helpful
Watch Video Here: http://www.amazon.com/review/R31VJP4YGWPG81 I would recommend this book for marketing students, marketers, managers and executives, and anyone considering an online marketing, or more specifically social media marketing, campaign.
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Showing reviews 1-5 of 116
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