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Groundswell: Winning in a World Transformed by Social Technologies | 
 enlarge | Authors: Charlene Li, Josh Bernoff
Publisher: Harvard Business School Press
Category: Book
List Price: $29.95
Buy New: $16.90
You Save: $13.05 (44%)
New (43) Used (24) Collectible (1) from $16.15
Rating:  77 reviews
Sales Rank: 685
Media: Hardcover
Edition: 1
Pages: 224
Number Of Items: 1
Shipping Weight (lbs): 1.4
Dimensions (in): 9.1 x 6.5 x 1.2
ISBN: 1422125009
Dewey Decimal Number: 303.4833
EAN: 9781422125007
ASIN: 1422125009
Publication Date: April 21, 2008
Availability: Usually ships in 1-2 business days
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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 72 more reviews...
 A must read if you deal with customers July 1, 2009
Douglas E. Cornelius (Boston)
After starting to read Groundswell, I devoured it over the last few days. Charlene Li and Josh Bernoff write a good book. If you are involved in social media you should definitely read this book.
I admit that I jumped ahead to chapter 11 of the book: The Groundswell Inside Your Company. That chapter seemed the most interesting to me since I am mostly interested in the impact of social media within the enterprise. That chapter provided a great deal of insight, so I decided to jump back to page 1.
Charlene and Josh group consumers into six different categories of participation: Inactives, Spectators, Joiners, Collectors, Critics and Creators. They use a paradigm of a ladder to show the level of participation and call it the Social Technographics ladder.
When designing an online community or when reaching out to your customers with social media, you should look at where they stand on the ladder. Forrester's offers a basic tool for Building Your Customers' Social Technographics Profile on the Groundswell Website.
The focus of the book is not about technology, although technology has a role. The book is about listening to your customers, your clients and your employees to improve your business. The book shows that there are some new ways to do that listening and to interact with your constituencies.
For full disclosure, Josh did send me a copy of the book gratis. But you should buy it. It is definitely worth adding to your bookshelf.
 Ok, but pretty obvious--and I'm no expert June 26, 2009
Marshall Glickman (Vermont, USA)
This book is aimed at large corporate folks and seems pretty much common sense. It's well written and thoughtful, I just kept waiting for more trenchant insights [and I don't know much about social media]. I bought it on the strength of reviews and wanted to warm other pre-buyers looking for real action tips for their small business, that they should ck elsewhere. I preferred Secrets of Social Media.
A Discussion of Social Media With Breadth and Depth June 22, 2009
Derek DeVries (Grand Rapids, Michigan, USA)
Groundswell is one of the best overviews of the impact social media is having on mass communication.
As books go, it's an easy read. It's well-written; the profiles and case studies are interesting enough to keep one engaged. The formatting is helpful at well; sections close with a summary of the key insights the authors want one to take away from the chapter or section.
It's as current as it's possible for a book about a still rapidly-evolving phenomenon can be, yet still contains an insightful and detailed discussion. Though it's focused primarily on a corporate audience, it's written broadly enough that other organizations will find its conclusions and recommendations valuable.
What differentiates it from other books on this theme is the strong, detailed (yet easily-digestible) quantitative figures and charts (via Forrester Research) that accompany the case studies. Too often books addressing these phenomena are content to make conclusions with the tenuous backing of a handful of qualitative case studies.
A great book of broad value to business leaders June 9, 2009
Bill Conerly (Portland, OR USA)
Groundswell is an unusual thing: a great business book.
First, it contains valuable insights that are not obvious.
Second, it has information for all parts of the business world: sales and marketing, production, finance, R&D.
Third, it give realistic advice rather than encouraging everyone to do more and more in the authors' pet areas.
The book is about social media, which is obviously of interest to modern marketers. The authors also explain how the new tools can be used for internal collaboration and productivity improvement. They see these new tools as just that: tools. They don't tell every executive to Twitter and blog, but they do explain the strengths and appropriate uses of all the new techniques.
One of my popular speeches is about "The 20-Teens," what business leaders should be doing today to get ready for the next decade. I've been talking about using LinkedIn and Wikis. Now I'll add Groundswell as a highly recommended resource for more information.
Grounded view of the Groundswell May 27, 2009
R. Darling (Hawaii)
Charlene presents a very well-researched, clear, and grounded introduction to how the web is changing business and people's lives. If your business is considering experimenting with social networks, blogging, Twitter, etc, this is a perfect book to educate, inspire, and give you cover from skeptics on the inside.
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