Editorial Reviews. Review. “If you haven’t read the book, I would highly recommend you buy a : Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies eBook: Charlene Li, Josh. 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. In ‘Groundswell’, Charlene Li and Josh Bernoff of Forrester, Inc. explain how to with the groundswell through marketing and PR campaigns, and energizing.

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Your customers are your greatest resource for improving your product, and a disgruntled customer can quickly turn into your biggest fan and a huge source of free advertising if you quickly rectify the situation and show them that you actually care. It has many bare bone basic concepts about social media sites and feels like a “how to” guide for corporate head-honchos.

In fact, you can no longer control your brand through brand guidelines alone – consumers are telling your story, and all you can do is try to guide them through it. John Adams or Jefferson or someone said live your life in the public light, and make your enemies come for you there, any who dare. He created the Technographics segmentation, a classification of consumers according to how they approach technology.

Given that participation is a must for most companies, just how you participate is important. Some companies distinguish their product through the use of social technologies.


Kevin Allison of the Financial Times praised the book gronudswell its focus on Web analytics: Thanks for telling us about the problem. Books by Charlene Li.


All in all, it was an interesting book. It’s an unstoppable groundswell that affects every industry — yet it’s still utterly foreign to most companies running things now.


Of course, this means that power has shifted and companies must adapt. Feb 11, Shawn Buckle rated it really liked it.

If you are in retail, marketing, or any type of business where people’s reviews can impact your revenue, then this book is a must-read. 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 This book provides a good overview of the concept of the groundswell – the notion that people are now getting information froundswell others online that they would otherwise gotten from brands.

Winning in a world transformed by social technologies, by Charlene Li and Josh Bernoff, is the definitive guide to how businesses are grappling with the social media revolution. A required read for anyone running their own business or in management who wants to tap into the power of social technologies to energize customers and employees. Although Groundswell is admittedly a little dated, it does provide much insightful advice groundswel, social media marketing.

They interact with their clients and environs from completely dissimilar perspectives and the strategies for communicating to their respective audiences can not be casually lk.

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. And from a brand standpoint, this loss of control also effects marketing communications since the groundswell now has a big say in what brands mean.

Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and grouneswell their own deals but how do you integrate these activities into your broader marketing efforts? Oct 07, Breck rated it it was ok. Although the book is most ideal for companies wanting to reach out to their groundswdll, it is also a valuable and relevant read groumdswell just about anyone wanting to understand the groundswell and explore the myriad charleme opportunities that come up there.


I’m not an entrepreneur.

Groundswell (book) – Wikipedia

Forrester Research analysts Charlene Li and Josh Bernoff explain the groundswell, why it is occurring, what its principal tools and applications are, and how your firm can exploit them. 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? The moral of the story? Charlene LiJosh Bernoff. That is, if you plan to reach your consumers, you’d better figure out how to operate in the new media world of Facebook, blogs, wikis, etc.

What Hroundswell put to work right away are the concepts of measuring the effects of your groundswell efforts, as well as the perspective that groundswell is all grounddswell how people use technology for their conversations, socializing chzrlene learning– especially, for their desire to connect.

Before the internet, firms had far more time to methodically monitor and respond to community activity.

Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li

Selected pages Title Page. Now, they have thousands of fans on Facebooks, hundreds of Eloquents who spend more time commenting than working at their jobs, and has a giant pool of willing writers who are willing to give of their free time to comb the internet for fun linkshighlight the funniest comments of the weekand even run a ginormo book club.

It also had a really good section on finding advocates within an organization and empowering the whole team to be energized by the potential.