Corporate executives struggle to harness the power of social technologies. 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? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most 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, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. 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: · 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 Groundswell is required listening for executives seeking to protect and strengthen their company's public image.
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"Not to overstate the importance of the book but it helped shape and completely redefine how I view social media and help clients create social media strategies. For anyone interested in learning about the subject matter this is a must read." — Dave (5 out of 5 stars)
"Not to overstate the importance of the book but it helped shape and completely redefine how I view social media and help clients create social media strategies. For anyone interested in learning about the subject matter this is a must read."
" Interesting book. Short, easy to read, with lots of creative ideas for marketing. I would have liked a few tips on actually setting some of the ideas up. More of an idea generator than a practical "how to" "
" Interesting book. It was nice to realize that we were already using a lot of their best practices, but interesting to see how other companies are using social networking, blogs and outreach to market to consumers. "
" Very good intro to the online world and how to define to various audiences. Will need to be updated every year, at least, to stay on top of it. "
" A should-read book on social media for the knowledge worker, manager, executive, or entrepreneur. "
" Great insight on marketing and how it has evolved. Stories shared from various individuals and organizations. Including Gail F Goodman President of Constant Contact. "
" Transformative and timeless, Groundswell gives a solid foundation to a social strategy framework that is platform-agnostic. "
" Filled with statistics and practical advice about using social media to energize your customers. "
" Especially if you are curious about the new media revolution, this is a very helpful book. More of a validation of facts for those who work in this sector. "
" Really interesting take oe n marketing and social media "
" Very detailed book with good case study information. Lots of little nuggets along the read. I will definitely go back through the chapters and dig in. I enjoyed this book :) "
" A great social media book for those who want a broad overview of the subject with practical approaches. "
" Read groundswell for work. Anyone involved in marketing, PR or product development should at least give this book a quick read. "
" Gave me all the tools to come up with the ideas...now i just need to take action on them. "
" It would have been easy to write this like a manifesto, but Groundswell refrains from any of that and sticks to observing the good business reasons for participating in the social media ecosystem. Thought provoking if you intend to bring some of these technologies into your organization. "
" it elected our president and is changing the world "
" Great book on social technologies in a business context. Some greta case studies around online communities and good ROI estimates. These are research people so there are some great numbers for you account planner types. "
Charlene Li is founder of the Altimeter Group and the coauthor of the bestselling book Groundswell. She is one of the foremost experts on social media and technologies and is a consultant and independent thought leader on leadership, strategy, social technologies, interactive media, and marketing. Li was previously vice president and principal analyst at Forrester Research and a consultant with Monitor Group.
Josh Bernoff, senior vice president at Forrester Research, is the coauthor of the Businessweek bestseller Groundswell. Bernoff’s research, analysis, and opinions appear frequently in publications such as the New York Times and Wall Street Journal. He writes a column for Marketing News, a publication of the American Marketing Association, and blogs for Forrester and Advertising Age. He has a bachelor’s degree from Pennsylvania State University and was a National Science Foundation fellow in the graduate program in mathematics at MIT.
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