I’ve been thinking of writing a summary of Groundswell: Winning in a So, let’s jump right in; Charlene Li and Josh Bernoff (not “Bernhoff” as. Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. book. Charlene Li · Josh Bernoff. 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.

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If your organization isn’t new, there are grounswell to be some blog posts, articles, comments, some chatter about your organization. If it’s donations to save children you’re looking for, perhaps it’s a mix of Talking and Energizing like Nothing But Nets.

How to Tap into Social Media — A Summary of Groundswell

These are the people who animate the conversation around content and are another high value contributor to social media campaigns. Critics are those people who rate products and write reviews, respond to posts, or videos. A clear plan on how you will respond needs to be in place. Pages gfoundswell login required references or sources Articles with a promotional tone from December All articles with a promotional tone Pages to import images to Wikidata.

Where and whatever channels people are using to talk about your organization or space, your organizational objective is to listen and learn. Decide which of 5 tactics will meet your organizational objectives Strategy: Jeez, what more can I say? This last part of the POST process is deciding what technology will help you activate the community of people interested in your mission.

Give yourself a pat on the back if you finished this post. For example, Walmart created a situation for itself when they created a Facebook group and negative comments came rolling in.


From Wikipedia, the free encyclopedia. What resources need to be put in place for support? Listening focuses on hearing what people are saying about your organization online. Retrieved March 27, The biggest piece of advice from the authors is the consideration you must pay to how listening, talking, energizing, supporting, or embracing your audience can reach the outcomes you and your audience hope for.

Groundswell is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies. Listening Talking Energizing Supportingand Embracing Listening focuses on hearing what people are saying about your organization online. Other questions also need to be addressed.

Retrieved from ” https: The key point of this objective is if you ask for help from your audience you need to be prepared to listen and take action.

Your organization could monitor blogs through Technorati, monitoring tags and descriptions at Del. From a financial perspective, groubdswell people to support each other will free up dollars and resources within your organization. The groundswell spread marketing messages through Digg and YouTube with a small budget and little marketing experience. Pick your technology This last part of the POST process is deciding what technology will help you activate the community of people interested in your mission.

Once you understand what your audience is currently doing online you’re ready to define which of 5 social media tactics will meet your organizational objectives:. No eBook available Amazon. I am an avid user of the soicial networking and groundswekl book has validated some of my thoughts on facebook. Do you see any gaps? Other companies have been able to listen to and talk with the groundswell by building their own online communities.

Groundswell (book) – Wikipedia

Collectors are those who collect and categorize content. Over the last year this website has sought advice from people on what the next President should do ‘on day one’ of brenoff presidency. In the ecosystem of participants, Creators are the least plentiful and arguably the most important.


There are tools like Forresters’ Social Technographic Profile Toolsurveysdemographic and competitive analysis sites that can help form a picture of where your audience’s behavior my lay. Share on Google Plus Share. Charlene LiJosh Bernoff.

As stated above, you need to choose somebody in your organization that has the authority to lead this bold endeavor and a vested interest in its success. My library Help Advanced Book Search. Share on Facebook Share. Corporate executives struggle to harness the power of social technologies.

Contents part two tapping the groundswell. At some point, along with all the positive effects, there will surface negative feedback, comments, or situations that will need to be addressed.

grounddswell I’ll write a post on monitoring the various channels in the future. The book attempts to explain a shift in the relationship between customers and companies, in which companies are no longer able to control customers’ attitudes through market researchcustomer serviceand advertising.

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: I’ll add some of their thoughts as well as my own. Views Read Edit View history. Retrieved March 25, Account Options Sign in. Supporting is the tactic you want to employ if you want to facilitate technical, emotional, medical, whatever support within a community of people.

Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend?