: Groundswell – Expanded and Revised Edition: Winning in a World In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat. Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. book. Charlene Li · Josh Bernoff. 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.

Author: Brajin Kigabar
Country: Maldives
Language: English (Spanish)
Genre: Literature
Published (Last): 26 January 2008
Pages: 158
PDF File Size: 10.82 Mb
ePub File Size: 12.52 Mb
ISBN: 135-3-11291-340-9
Downloads: 19373
Price: Free* [*Free Regsitration Required]
Uploader: Kizil

Where and whatever channels people are using to talk about your organization or space, your organizational objective is to listen and learn. Features of particular industries or companies can make direct customer engagement more difficult.


Do you see any gaps? In addition, ina subset of the marketing-focused chapters was published as Marketing In The Groundswell. The technology needs to be scalable and flexible as circumstances and strategy change the needs of groundsell organization.

Alexa Ll Analytics for the Web. AmazonGlobal Ship Orders Internationally. 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: Amazon Drive Cloud storage from Amazon.

Groundswell – Charlene Li

Think of Apple when you think of this approach—people passionately blog about Apple products, people lii about those posts or reviews, they converse amongst their friends about the products using the reviews groundsswell supporting material, they buy the product and sing the same praise.

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 efforts? Once you understand what your audience is currently doing online you’re ready to define which of 5 social media tactics will meet your organizational objectives:. 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.


This strategy is not right for every organization. Josh Bernoff is a vice president grouundswell Forrester Gronudswell and one of their most senior and most frequently quoted research analysts. So I am bumping up my review to a 3-star.

Book ReviewFinancial Times. I’d also add that listening is an insightful place to begin your social media planning.

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

People use these technologies ,i What is there can be found throughout the book in the case studies and words of advice from the authors. The next tactic focuses on energizing people to create buzz or endorsements around your product, service, or organization.

If it’s beernoff to save children you’re looking for, perhaps it’s a mix of Talking and Energizing like Nothing But Nets. The groundswell spread marketing messages through Digg and YouTube with a small budget and little marketing experience.

He created the Technographics segmentation, a classification of consumers according to how they approach technology. Get fast, free shipping with Amazon Prime. It isn’t great, but it isn’t the worst. It’s a decent book and not many others out there are like it, but I think someone can write something better out there.

Open how-to guides for progressive campaigners May 22, How does campaign innovation happen? Amazon Restaurants Food delivery from local restaurants. Listening focuses on hearing what people are saying about your organization online. Jeez, what more can I say?

Please try again later. Written inGroundswell: But its an easy read, it backs its text with statistics, the diagrams and tables are useful for getting a grasp on the subject matter, and it builds. No eBook available Amazon. Page 1 of 1 Start over Page 1 of 1. See all reviews. Many of its concepts revolve around social media technology such as Twitter and Facebook. I had to read this for college.


The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign.

Description Corporate executives struggle to harness the power of social technologies. 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: They find articles of interest, submit the link to these sites, categorize the content, and leave it for critics and spectators to enjoy and comment on. My library Help Advanced Book Search.

A clear plan on how you will respond needs to be in place. Other examples of collecting are troundswell, subscribing to RSS news feeds, adding to del. It’s recommended to have a social strategy that starts with one of the above objectives and measures it.

Would you like to tell us about a lower price? Social media can go out of fashion as quickly as it gained popularity. Share on Twitter Tweet. Supporting is the tactic you want to employ if you want to facilitate technical, emotional, medical, whatever support within a community of people.

Creators are those people who make the videos, podcasts, blog posts, reviews that most of us consume. Audible Audiobook Verified Purchase. It was updated in and released as a paperback.