Hide this

Results from Google Books

Click on a thumbnail to go to Google Books.

Groundswell: Winning in a World Transformed…

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

by Charlene Li, Josh Bernoff

MembersReviewsPopularityAverage ratingMentions
5991616,356 (3.74)5
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
Tags:Social Technology, web2.0, social media, business

Work details

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


Sign up for LibraryThing to find out whether you'll like this book.

No current Talk conversations about this book.

» See also 5 mentions

Showing 1-5 of 16 (next | show all)
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 |
“Groundswell” is a social trend where people use social technologies to get what they need.
People use these technologies by:
• Generating blogs, web content and podcasts.
• Connecting in social networks and virtual worlds.
• Collaborating in wikis and open source.
• Reacting in forums, ratings and reviews.
• Organizing content with tags.
• Accelerating consumption with RSS and widgets.
There are five main objectives (aligned with business functions) for participating in social technology such as Twitter:
• Listening (Research) – mentions of our company
• Talking (Marketing) – useful, helpful tweets
• Energizing (Sales) – finding people who write about you and re-tweeting
• Supporting (Support) – customer support
• Embracing (Development) – get ideas on how to improve products
“Don’t bother setting up a Twitter account and tweeting links to your press releases—you won’t get a whole lot of followers. Instead think about what you can offer that might get picked up and repeated by others.” (Groundswell, page 203)
There are different types of people using social technologies and our customer demographic might fall into the less active types such as spectators:
• Creators – may create blogs, websites, etc.
• Critics – participate in communities, blogs, commenting, etc.
• Collectors – bookmark websites
• Joiners – join communities e.g. Facebook
• Spectators – just read
• Inactives – don’t use social media at all
In summary, Groundswell recommends getting started with social technology because it’s already happening whether you’re participating in it or not. ( )
  JudyLynn | Jul 20, 2011 |
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 |
Showing 1-5 of 16 (next | show all)
no reviews | add a review

» Add other authors (2 possible)

Author nameRoleType of authorWork?Status
Charlene Liprimary authorall editionsconfirmed
Bernoff, Joshmain authorall editionsconfirmed
You must log in to edit Common Knowledge data.
For more help see the Common Knowledge help page.
Series (with order)
Canonical title
Original title
Alternative titles
Original publication date
Important places
Important events
Related movies
Awards and honors
First words
Last words
Disambiguation notice
Publisher's editors
Publisher series
Original language
Book description
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.
Haiku summary

No descriptions found.

"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)

(summary from another edition)

» see all 2 descriptions

Quick Links

Swap Ebooks Audio
2 avail.
60 wanted
4 pay6 pay

Popular covers


Average: (3.74)
1 1
1.5 1
2 2
2.5 3
3 20
3.5 2
4 34
5 15


3 editions of this book were published by Audible.com.

See editions

Is this you?

Become a LibraryThing Author.


Help/FAQs | About | Privacy/Terms | Blog | Store | Contact | LibraryThing.com | APIs | WikiThing | Common Knowledge | Legacy Libraries | Early Reviewers | 1 books! | Top bar: Always visible