| Groundswell: Winning in a World Transformed by Social Technologies | 
 enlarge | Manufacturer: Harvard Business School Press
Category: EBooks
List Price: $29.95
Buy New: $16.47
You Save: $13.48 (45%)
Avg. Customer Rating:  54 reviews
Sales Rank: 238
Format: Kindle Book
Media: Kindle Edition
Edition: 1
Number Of Items: 1
Pages: 224
Dewey Decimal Number: 303.4833
ASIN: B001B1FDM2
Publication Date: April 14, 2008
Availability: Usually ships in 24 hours
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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 49 more reviews...
 Relevant and enriching social media education from the bottoms up! January 2, 2009
The social media, whether in the world of consumer reviews or within guarded corporate walled gardens, is undoubtedly a growing phenomena. And this book helped me in understanding that it all starts to grow a social community needs to begin with the objective in mind - think about and visualize first the customer relationship you would like to build. Again and again, the reinforcement that building successful communities is not the technologies, is emphasized.
The structure of the book is great:
1. Introduction: Understanding the Groundswell
2. Strategies: tapping the groundswell
3. Key learnings and what the future could hold: the groundswell transforms
I like the book for its illustrative case studies and its pragmatic resonance. Here were the lessons from groundswell to help us make the transition:
1. Groundswell is about PERSON TO PERSON activities.
2. Be a GOOD LISTENER.
3. Be PATIENT.
4. Be OPPORTUNISTIC.
5. Be FLEXIBLE.
6. Be COLLABORATIVE.
7. Be HUMBLE => Always keep in mind that it is afterall the People's Groundswell.
My only gripe is that the authors appear to run out of time for the last section on learnings and future - probably a follow-up book is in the offing?
cheers for the new year,
Nelson Wee @ [...]
Groundswell: Winning in a World Transformed by Social Technologies December 28, 2008
Groundswell is a must read for anyone who is looking to understand the social networking landscape. It is an easy read and clearly breaks down social technology strategies and objectives. You will also learn the importance of being an active listener in the social networking space. This book is worth the money.
Fabulous book - real insights into the future of personalised international economy December 26, 2008
This book provided enormous insights into the future for business and organisations. As the Net Generation matures, they will demand more personalised, niche service and this book is a fabulous introduction to how to go about that.
It's full of relevant case studies from business and not-for-profit, and heralds the beginning of a new era in customer focus and relationships. Some friends and I have started a women's book club for business books, and we're beginning with this book. I will be referring it to friends running charities for the insights it offers into new ways of relating to donors, as well as friends running niche businesses seeking a worldwide market.
It's easy to read, useful and practical. Highly recommended.
This book should be mandatory reading December 25, 2008
I have recommended this book many times this year. If you haven't yet acknowledged that social technologies are changing the way people communicate and business gets done and connections get made...you don't need to read this book, you need someone to beat you with it.
And I mean that in the nicest way. Just read it.
 A primer on the social tsunami engulfing businesses December 17, 2008
"Groundswell" is the definitive guide to how businesses are grappling with the social media revolution. The revolution is still in its early stages, and the old order still clings tenaciously to power -- we're living in the throes of transformative change, which can be at once exhilarating and disorienting.
Li and Bernoff provide a framework for describing these fundamental changes, which they call "the groundswell," and they do so chiefly within the context of marketing rather than sociology or politics. While this is a book for businesses (brands) and the people who do their handiwork (marketers and consultants), anyone who's interested in better understanding the tsunami of social participation that is subsuming our institutions will find lots to absorb in these pages.
Written in accessible, no-nonsense prose, "Groundswell" breaks its narrative its three parts: what the social changes are all about; strategies for taking advantage of these changes, and an assessment of how these changes are transforming businesses.
Li and Bernoff, analysts at Forrester when this was written, offer dozens of rich examples of the groundswell at work. (Bernoff is still there. Li left to begin a social media strategy company.) And it is through these concrete accounts that "Groundswell" shines most brightly.
There are the well-known horror stories, of course, like Jeff Jarvis dealing with Dell Hell and Dell's brilliant response. And Rob Master's masterful Dove Campaign for Real Beauty at Unilever.
But most of the lessons are less well known and thus especially relevant in informing a business's approach to social media: Josh Bancroft almost single-handedly moving Intel in a new direction with Intelpedia. Intuit's wise decision not to create a software wiki or TurboTax wiki but a tax information wiki. Best Buy almost accidentally enabling employees to help each other -- and in turn increase productivity -- through its Blue Shirt Nation program.
Like top-tier analysts do, Li and Bernoff capably synthesize these and other lessons into handy bullet-point lists that businesses should laminate and pass out to every department head. For example, in the section "tips for successful blogging," the authors advise:
1. Start by listening.
2. Determine a goal for the blog.
3. Estimate the ROI (return on investment).
4. Develop a plan.
5. Rehearse.
6. Develop an editorial process.
7. Design the blog and its connection to your site.
8. Develop a marketing plan so people can find the blog.
9. Remember, blogging is more than writing.
10. Final advice: be honest.
By and large, that's a list that would serve any blogger well, not just corporate bloggers.
"Groundswell" deserves a wide readership, not just for explaining the social tsunami now engulfing us in down-to-earth terms but for presenting a loud and clear wakeup call to corporate America: Get with the program, before the swift, the nimble and the socially adept eat your lunch.
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