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Groundswell: Winning in a World Transformed by Social Technologies (edition 2008)

by Charlene Li, Josh Bernoff

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5321518,946 (3.74)5
Member:ninaksimon
Title:Groundswell: Winning in a World Transformed by Social Technologies
Authors:Charlene Li
Other authors:Josh Bernoff
Info:Harvard Business School Press (2008), Edition: 1, Hardcover, 224 pages
Collections:Your library
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Tags:Social Technology, web2.0, social media, business

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

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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 face of advertising and the consumer is changing. Whether it is through facebook, blogging, twitter, or goodreads, viral marketing gives businesses a new way to connect with customers. Got to get clicking! ( )
  jmoncton | Jun 3, 2013 |
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. ( )
  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 ( )
  nzwaneveld | Oct 8, 2010 |
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From Amazon.com's Product Description

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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