Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies [Charlene Li, Josh Bernoff] on *FREE*. Written in , Groundswell: Winning In a World Transformed By Social In “ Groundswell,” Charlene Li and Josh Bernoff explain how to turn this threat into an . Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. book. Charlene Li · Josh Bernoff.

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POST involves people, objectives, strategy and technology. Overall, what I enjoyed most and found the most helpful about this book was the straightforward way in which it laid out all of the facts and provided the tools for creating my own effective social strategy. This book was obviously written as a guidebook for executives in established corporations who are trying to navigate the brave new world of social media.


Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend? Also the audible version does ebrnoff vary slightly from the kindle version when it comes to statistics and dates – but the core bernodf and text is still the same.

In addition, people engage more or less with social media, and their involvement will range from completely inactive to active creators, with several levels of involvement in between. I had to read this for college.

There are the well-known horror bernofff, of course, like Jeff Jarvis dealing with Dell Hell and Dell’s brilliant response. Groundswell has a solid foundation of ideas. The Internet can put anyone in front of the public in an instant, but when everyone is at the front, everyone is at the back, back in the back with the hecklers again, lost in the shadows and the roar of the crowd.


Develop a strategy to meet your objectives Technology: I like Vaynerchuck, but Li and her colleagues are a little more technical in their approach to distilling business groundsewll.

This is certainly a useful way to understand what underlying user behavior and interaction is needed to create and sustain vibrant communities.

Of course, this means that power has shifted and companies must adapt.


At some point, along with all the positive effects, there will surface negative feedback, comments, or situations groudswell will need to be addressed. Companies should understand what their customers do online and cater to that.

They’re defining you on Wikipedia and ganging up on you on Facebook. For example, Walmart created a situation for itself when they created a Facebook group and negative comments came rolling in.

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. Winning in a World Transformed by Social Technologies. There’s a problem loading this menu right now. The book is practical and approachable for those marketers or communicators looking to understand the motivations behind online communities and social media and the opportunities they pose for brands to build customers and ambassadors within them.

Quoting also Harvard Business Review link to the article below: Will the social technologies be incorporated into your organization’s website of live offsite? A required read for anyone bernofv their own business or in management who wants to tap into the power of social technologies to energize customers and employees. Come to think of it, Pajiba grounsswell done an excellent job of cultivating groundswell.


Groundswell – Charlene Li

I felt like it delivered a great overview of WHY and HOW to introduce social media into your marketing strategy and gave realistic parameters to work within.

The next tactic focuses on energizing people to create buzz or endorsements around your product, service, or organization. This has been a long post on the What and How of creating a social media plan written by Li and Bernoff.

I myself shoot out of my chair bwrnoff do a happy dance on the rare occasions when I happen to make it to EE or get a CBR review featured on the site. 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 groundswel marketing efforts? Listening Talking Energizing Supportingand Embracing Listening focuses on hearing what people are saying about your organization online.

For example, blogs are effective tools for talking and getting feedback, while ratings, reviews, and online communities help energize the groundswell. If it’s mobilizing a group to help each other, Supporting would be right. It was even more incredible to find that YouTube, Twitter, and Facebook were hardly mentioned at all. It has many bare bone basic concepts about social media sites and feels like a “how to” guide for corporate head-honchos.