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 enlarge | Authors: Charlene Li, Josh Bernoff
Publisher: Harvard Business School Press
Category: Book
List Price: $29.95
Buy New: $16.00
You Save: $13.95 (47%)
New (39) Used (6) from $16.00
Avg. Customer Rating:  29 reviews
Sales Rank: 444
Media: Hardcover
Number Of Items: 1
Pages: 224
Shipping Weight (lbs): 1.4
Dimensions (in): 9.3 x 6.4 x 1.2
ISBN: 1422125009
Dewey Decimal Number: 303.4833
EAN: 9781422125007
ASIN: 1422125009
Publication Date: April 21, 2008
Availability: Usually ships in 1-2 business days
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| Customer Reviews:
 A timely and thorough introduction to social media June 12, 2008
1 out of 1 found this review helpful
Groundswell is a great book providing a thorough and up to date discussion of how to use social media, and more, to connect with and energize your customers. The book approaches the discussion from the reader's objectives - listening to customers, talking to them, energizing them, empowering them - rather than from technologies or approaches. It has plenty of discussion of how to use technology like blogs, wikis, social networks, bulletin boards and more but always in the context of what you are trying to achieve. I particularly liked the way it brought in approaches not based on new technology and integrated them with the story.
The book is well written and readable - a real book not a long analyst report (despite the authors being Forrester analysts). It should also remain current for a while as it is focused on problems (and how to solve them) and opportunities (and how to exploit them) rather than on the nitty gritty of a particular technology. It's examples are truly illustrative and the authors do a nice job helping the reader place themselves in the context of the opportunity to see what will work in their organization rather than providing a one-size-fits all mandate.
If you are in marketing and have been wondering how all this social "stuff" is going to affect you and what you can do about it, this book will help. A lot.
Twenty five examples are laid out in this valuable guide June 7, 2008
No longer Is mass media only an outlet for those with money and corporations - with social sites such as Myspace, Youtube, and Wikipedia, the public has far more say against the corporate media. "Groundswell: Winning in a World Transformed by Social Technologies" is a guide on how companies can view this new surge of media not as a threat to their power, but an opportunity for greater success. Twenty five examples are laid out in this valuable guide, making "Groundswell: Winning in a World Transformed by Social Technologies" highly recommended for all businesses initially fearful of the Internet as a marketing tool.
 It is in one book a blueprint of change June 2, 2008
This is the seminal book on using social networking tools today. Forrester and these two authors have done the rest of us a terrific favour by putting this book [...] together. This goes well beyond detailing how the tools are used by major companies, by closing the loop on how best to implement, with lessons learned and some of the red flags illustrated. It is in one book a blueprint of change I loved two comments - Your brand is whatever your customers say it is ( Its not about you) and Caterina Fake's description of the "culture of generosity" (Ie why people add and edit content for free). I really enjoyed it and could not put the book down!
Many case studies but not in the tourism field June 1, 2008
I found the book very interesting, with many case studies. I appreciated the "social technographics profile". Unfortunately I was mostly interested in the travel industry, which is the single largest industry affected by Internet and I found just one case (Carnival Cruise). I was also disappointed when linking to [...], which looks very "sell-oriented".
Several books rolled into one May 31, 2008
1 out of 1 found this review helpful
If you want to get a handle on new marketing technology and techniques, you couldn't do better than to start here. "Groundswell" covers a lot of ground!
1. A clear, concise overview of what the groundswell phenomenon is all about, how and why companies must understand and leverage it, and all the particular elements of the groundswell universe. If you're confused about the differences between a wiki, a forum, a chat room, and a blog, this book will clear it up for you.
2. Useful statistics (supplied by Forrester) on who's using the Web, where, and for what. How many Americans are reading blogs? How many Germans participate in online forums? Find out here.
3. A wide array of case studies that demonstrate how B2B and B2C firms are using (and misusing) groundswell strategy and tactics. Here you learn how to identify your groundswell market and what you need to do to engage it.
4. A fascinating and instructive look into the groundswell future.
This book should help "new marketing" novices and experts alike. The conversational and simple writing style makes every one of their ideas accessible, and their high level perspective is broad enough in scope that even experts should learn something new.
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