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 enlarge | Authors: Charlene Li, Josh Bernoff
Publisher: Harvard Business School Press
Category: Book
List Price: $29.95
Buy New: $18.75
You Save: $11.20 (37%)
New (40) Used (8) from $18.75
Avg. Customer Rating:  40 reviews
Sales Rank: 579
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 224
Shipping Weight (lbs): 1.4
Dimensions (in): 9.1 x 6.5 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
Condition: New. Excellent Condition!
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| Customer Reviews:
 Learning from your audience, customers, and community June 17, 2008
3 out of 3 found this review helpful
In this very readable book Li and Bernoff draw from extensive research at Forrester to describe what they call the Groundswell: consumers using online tools to get more information from each other, and less from traditional institutions and businesses. They offer case studies showing how organizations have readjusted their thinking to take advantage of it.
Although the groundswell trend includes social networks and related technologies, the authors say, equally important is the change in consumer behavior. Listening to (and becoming involved in) the groundswell should help your organization find out what your brand stands for; understand how buzz is shifting; save research money; increase research responsiveness; find the sources of influence in your market; manage PR crises; and generate new product and marketing ideas.
Li and Bernoff caution that there is no single `right way' to engage with the groundswell. Depending on the objectives of your company, you'll choose among the following options: listening, talking, energizing, supporting, or embracing your audience.
The authors define six kinds of online consumer behaviors. Learning which types best define your audience (or clients, or communities, or target groups) is the first step in any strategy you take to reach them. The Creators are those who publish a blog or article online, maintain a web page, or upload videos at least monthly. Critics post comments on blogs or forums, post ratings or reviews, or edit wikis. Collectors save URLs and tags on a social-bookmarking service, vote for sites on a service like Digg, or use RSS feed aggregators. Joiners maintain profiles on a social networking site like MySpace. Spectators consume what the rest produce. Inactives--nonparticipants--still remain.
Nearly one in five of online consumers in the US--18 percent--are Creators. This means that a significant chunk of six of your target audience, customers, community, etc., are blogging, uploading video, and maintaining Web sites, and quite possibly discussing your company. One in four are Critics, and nearly half are Spectators.
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
0 out of 1 found this review helpful
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
0 out of 1 found this review helpful
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".
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