Groundswell: Winning in a World Transformed by Social Technologies

by Charlene Li

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BTRIPP's review of Charlene Li & Josh Bernoff's "Groundswell: Winning in a World Transformed by Social Technologies" (1106 words)

BTRIPP | Apr 28, 2012 |

a very good read! (

)

virg144 | Mar 14, 2012 |

I am an avid user of the soicial networking and this book has validated some of my thoughts on facebook. This author is very insightful and she knows what she is talking about. (

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NickZ1959 | Apr 27, 2011 |

Are you one of the 25% of online US adults that visit a social networking site at least once a month? Do you read an online journal or blog, like 52% of online Japanese?
Social networks, blogs, wikis, online reviews, support forums and widgets are all part of the current online revolution, a “groundswell” that is transforming not only the internet but the way the world is working. The author states that any company that is not able to participate in this groundswell will soon be extinct.

Forrester Research analysts Charlene Li and Josh Bernoff explain the concept of the groundswell, why it is occurring, what its principal tools and applications are, and most important, how your business can exploit them. In short the groundswell is “a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”

This book is timely, comprehensive, insightful and instructive. It is ideal for readers who want to know what they can do for their companies in the sometimes daunting online environment. The choice is simple: Join the “Groundswell” – or Get Swamped by It (

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nzwaneveld | Oct 8, 2010 |

I like this book because of all the practical examples of how businesses are using social networking technologies successfully...or not successfully. The only thing I haven't found yet is examples of very small businesses or one man shops using these technologies. Its all about very large companies who have a lot out there to monitor. However, I am still reading, so this may change. (

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jkisom | Aug 30, 2010 |

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Corporate executives are struggling with a new trend: people using online social technologies (blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals. This groundswell is global, it s unstoppable, it affects every industry and it s utterly foreign to the powerful 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, Charlene Li and Josh Bernoff of Forrester, Inc. explain how to turn this threat into an opportunity.

Using tools and data straight from Forrester, you ll learn how 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 including monitoring your brand value, talking with the groundswell through marketing and PR campaigns, and energizing your best customers to recruit their peers

Timely and insightful, this book is required reading for executives seeking to protect and strengthen their company s public image.

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"In Groundswell, two top analysts from Forrester Research show you how to turn the force of customers connecting to your own advantage. With twenty-five vivid cases from around the world--from health care to retail to consumer goods to business services--Li and Bernoff show how leading companies are gaining insights, generating revenue, saving money, and energizing their own customers. Whether you're in marketing, research, support, sales, development, or even running the whole enterprise, there's targeted advice here for you, backed up with real-world ROI to prove it works"--Cover, p. 2.… (more)

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