Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies [Paperback]

Charlene Li (Author), Josh Bernoff (Author)

Book Description

Publication Date: May 24, 2011

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 reading for executives seeking to protect and strengthen their company's public image.

Editorial Reviews

Review

“If you haven’t read the book, I would highly recommend you buy a personal copy and read it to get a comprehensive understanding of how our world is being transformed by social technologies and how you can take advantage of it.” - Business 2 Community

About the Author

Charlene Li is an independent thought leader and founder of the Altimeter Group. Josh Bernoff is a vice president at Forrester Research and one of their most senior and most frequently quoted research analysts. He created the Technographics segmentation, a classification of consumers according to how they approach technology.

Product Details

• Paperback: 352 pages
• Publisher: Harvard Business Review Press; Expanded and Revised Edition edition (May 24, 2011)
• Language: English
• ISBN-10: 1422161986
• ISBN-13: 978-1422161982
• Product Dimensions: 5.4 x 0.9 x 8.3 inches
• Shipping Weight: 12.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (37 customer reviews)
• Amazon Best Sellers Rank: #23,473 in Books (See Top 100 in Books)
  • #21 in Books > Computers & Technology > Business & Management > Culture
  • #30 in Books > Computers & Technology > Web Development & Design > Web 2.0
  • #62 in Books > Business & Investing > Industries & Professions > E-commerce

Most Helpful Customer Reviews

1 of 1 people found the following review helpful

5.0 out of 5 stars Great book for numerous reasons February 5, 2013

By M. Law

Format:Paperback

Groundswell is a hit for a number of reasons:
(1) It's current: Although published in 2011, the book is very up-to-date. This is good and bad, as very quickly it will become outdated.

(2) It's helpful: Instead of just listing advice for readers, like the groundswell itself, the book tries to relate to the reader. It gives plenty of case studies and real-life stories, and readers find themselves connecting with the authors.

(3) It's readable: It is written in such a readable fashion that anyone, tech-savvy or not, can enjoy it. While giving details of the groundswell concept, it also gives a basic overview of social media; none of the concepts are complicated or overbearing.

(4) It's about relationships: The book, while seemingly data driven and technology-focused, is really about relationships. "Never forget that the groundswell is about person-to-person activity" (280). Groundswell is about wielding our social media revolution to build and sustain relationships. Doing this requires patience, commitment and the right attitude.

Overall, it is an easy read, but it will train your mind to think differently about social media.

1 of 1 people found the following review helpful

5.0 out of 5 stars Timeless book on social media June 3, 2011

By Sharad Gupta

Format:Paperback|Amazon Verified Purchase

Groundswell is an excellent read for anyone involved in the social media strategy and implementation. The book lays out a consumer segmentation model (social technographics ladder) that can be used to segment and understand the consumers of the social media. A company needs to understand the existing and evolving social technographics profile of consumers to choose appropriate social media and engagement strategies (listening, talking, energizing, helping, embracing). The book also proposes a four-step process for developing a social media marketing strategy - People, Objectives, Strategy, and Technology (called POST). The book has many case studies and insightful analysis of the power of social media. Although the social media technologies will continue to evolve rapidly, one must understand the bigger picture and the business use cases (in areas of customer research, marketing, sales, customer support, and new product development) in order to leverage the immense power of social media.

3.0 out of 5 stars Good Intro to Social Media June 17, 2013

By HuntleyMC

Format:Kindle Edition with Audio/Video|Amazon Verified Purchase

This book was required text for a class concerning "Social Media Strategies" and this book has a number of good examples of how social media has been used correctly, and incorrectly, by companies both big and small. The videos add some clarification to information in the book but was not necessarily need if the book is being used in a classroom setting. I could see the videos being helpful if a person is reading this book on their own. I would recommend this book to anyone who is thinking of starting a social media presence either for personal use or in a business setting.

4.0 out of 5 stars Great as Social Media 101 June 8, 2013

By Mohamed Marwan

Format:Paperback

This is a very important book for Social Media beginners. The case studies it mentions is great in explaining the impact and implications of social media rather than going into circles with boring literature. The flow of the book is very logical and coherent. Perhaps, it was a bit focused on metrics and statistics.

4.0 out of 5 stars Excellent resource on the rise and importance of Social Media June 2, 2013

By Arthur C. Peters

Format:Paperback|Amazon Verified Purchase

I ordered this book to share with colleagues that are charged with creating a social media strategy. This book was well written and contains lots of applicable case studies on how social media is both here to stay and will impact us on a daily personal and professional basis. I do not necessarily agree with every assertion, but on whole, this is an excellent primer for anyone seeking to create a social media strategy / plan.

5.0 out of 5 stars Great book May 3, 2013

By Pete

Format:Kindle Edition with Audio/Video|Amazon Verified Purchase

Good examples and case studies but I was not able to take advantage of playing the enhanced videos or get the powerpoint slides mentioned in the book.

5.0 out of 5 stars The book you must read to understand what's happening March 28, 2013

By Carlos Garcia Alvarez

Format:Kindle Edition|Amazon Verified Purchase

This is a great book. If you want to success in your business over the next years, you have to read this book, and understand how the internet and the social networks are changing everything. It is also very easy-reading.

5.0 out of 5 stars Great Read March 12, 2013

By Basilsegro

Format:Paperback|Amazon Verified Purchase

I totally love the book. It provides me with insights I needed. I'm using it in my Digital Communications class.