Groundswell: Winning in a World Transformed by Social Technologies (Expanded, Revised)

by Li, Charlene; Bernoff, Josh

• ISBN13: 9781422161982
• ISBN10: 1422161986
• Edition: 1st
• Format: Paperback
• Copyright: 2011-05-24
• Publisher: Harvard Business School Pr

Summary

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

Author Biography

Charlene Li is a social media thought leader, founder of the Altimeter Group, and author of Open Leadership. Josh Bernoff is a senior vice president at Forrester Research and coauthor of the recently released Empowered, a book about how to manage in the age of the empowered customer.

Table of Contents

Foreword	p. ix
Introduction	p. xi
understanding the groundswell
why the groundswell-and why now?	p. 3
jujitsu and the technologies of the groundswell	p. 17
the social technographics profile	p. 39
tapping the groundswell
strategies for tapping the groundswell	p. 65
listening to the groundswell	p. 77
talking with the groundswell	p. 99
energizing the groundswell	p. 129
helping the groundswell support itself	p. 153
embracing the groundswell	p. 179
tapping the groundswell with twitter	p. 195
the groundswell transforms
how connecting with the groundswell transforms your company	p. 215
the groundswell inside your company	p. 233
attaining social maturity	p. 251
the future of the groundswell	p. 273
Acknowledgments	p. 283
Notes	p. 287
Case Index	p. 307
Subject Index	p. 313
About the Authors	p. 331
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