Editorial Reviews. Review. “If you haven’t read the book, I would highly recommend you buy a : Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies eBook: Charlene Li, Josh. 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. In ‘Groundswell’, Charlene Li and Josh Bernoff of Forrester, Inc. explain how to with the groundswell through marketing and PR campaigns, and energizing.

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Thanks for telling us about the problem. Return to Book Page. Preview — Groundswell by Charlene Li. Li and Bernoff define ‘the groundswell’ as a social structure in which technology puts power into the hands of individuals and communities, not institutions. This research based book will not only identify the emerging components of this shift, but will also help companies build their businesses around it.

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See 1 question about Groundswell…. Lists with This Book. It interests me as it concerns the current fastgoing development of social, online applications and social media. Where a company years ago could control the reactions of its environment, nowadays opinions and views of people are easily and very quickly distributed via social media, blogs, wiki’s etc. Quoting also Harvard Business Review link to the article below: Before the internet, firms had far more time ki methodically monitor and respond to community activity.

With the rise of social media, that luxury has vanished, leaving a community-management vacuum in dire need of fresh skills, adaptive tactics, and a coherent strategy” The book and the article describe the changes wrought by social media platforms and show how a company can make the most of this brave new world.

Social media platforms enhance the power of online communities in four ways: They promote deep relationships, allow fast organization, improve the creation and synthesis of knowledge, and permit better filtering of information In no small part, online activism drove powerful community opposition.

Companies need to be part of the ‘Groundswell’, a trend in which people use technologies to groundsaell the things they need from each other, rather than from traditional institutions like corporations. HBR says this about it: The former calls for marketing and public relations skills, whereas the latter calls for business-development skills.

Groundswell (book) – Wikipedia

You should assemble a social media team with strengths in both areas. If you are interested but do not want to read the full book, here’s an interesting article, ‘Community relations 2. I love the lively Goodreads environment full of buzz charleje opinions. View all 4 comments. Aug 16, Linda rated it liked it Recommended to Linda by: Nearly everything I do in marketing has to do with the groundswell, the current movement of everything Web 2. I charlenr happen to live at ground zero for all this stuff, so when I spotted the spiraling lime-and-wasabi colored book at work and asked to borrow it, I knew it’d be an investment in timeliness and relevance.


What I like best about Groundswellis how authors Charlene Li and http: What I like best about Groundswellis how authors Charlene Li and Josh Bernoff built out stories of real people facing the challenges of adopting groundswell in different ways, and each ending with actionable results you could act upon right now– despite the fact that all the case studies are about established brands in the US. What I’ll put to work right away are the concepts of measuring the effects of your groundswell efforts, groundseell well as the perspective that groundswell is all about how people use technology for their conversations, socializing and learning– especially, for their desire to connect.

There’s also meaty Forrester stuff: There’s grounsdwell a lot to know charkene the groundswell and what it means chqrlene you, but there is something to be said for just jumping in. Dec 26, J. Lasica rated it it was amazing Shelves: Winning in a world transformed by social technologies, by Charlene Li and Josh Bernoff, is the definitive guide to how businesses are grappling with the social media revolution. The revolution is still in its early stages, and the old order still clings tenaciously to power — we’re living in the charleme of transformative change, which can be at once exhilarating and disorienting.

Li and Bernoff provide a framework for describing these fundamental changes, which they call “the groundsw Groundswell: Li and Bernoff provide a framework for describing these fundamental changes, which they call “the groundswell,” and they do so chiefly within the context of marketing rather than sociology or politics.

While this is a book for businesses brands and the people who do their charlenr marketers and consultantsanyone who’s interested in better understanding the tsunami of social participation that is subsuming our institutions will find lots to absorb in these pages.

Written in accessible, no-nonsense prose, Groundswell breaks its narrative its three parts: Li and Bernoff, analysts at Forrester when this was written, offer dozens of rich examples of the groundswell at work. Bernoff is still there. Li left to begin a social media strategy company, and I’ve known Charlene for years from the xharlene circuit. And it is through these concrete accounts that Groundswell shines most brightly. There are the well-known horror stories, of course, like Jeff Jarvis dealing with Dell Hell and Dell’s brilliant grounxswell.

But most of the lessons are less well known and thus especially relevant in informing a business’s approach to social media: Josh Bancroft almost single-handedly moving Intel in a gtoundswell direction with Intelpedia see Business Week article. Intuit’s wise decision not to create a software wiki or TurboTax wiki but a tax information wiki. Best Buy almost accidentally enabling employees to help each troundswell — and in turn increase productivity ccharlene through its Blue Shirt Nation program.

Like top-tier analysts do, Li and Bernoff capably synthesize these and other lessons into handy bullet-point lists that businesses should laminate and pass out to every department head.

For example, in the section “tips for successful blogging,” the authors advise: Determine a goal for the blog. Estimate the ROI return on investment. Develop an editorial process. Design the blog and its connection to your site. Develop a marketing plan so people can find the blog.

Remember, blogging is more than writing. By and large, that’s a list that grohndswell serve any blogger well, not just corporate bloggers. Groundswell deserves a wide readership, not just for explaining the social tsunami now engulfing us in down-to-earth terms but for presenting a loud and clear wakeup call to corporate America: Get with the program, before the swift, the nimble and the socially adept eat your lunch.


May 03, Kierk rated it it was ok. While I’m sure that this book as informative to those not already familiar with Facebook and Twitter I did not find that it told me anything really new. I came away groundsswell the feeling that it was full of valuable argument content for convincing our unknowing associates that social networking has value and that it works.

The authors failed to recognize that there is a world of difference between the Ford Motor Company and Joey’s Diner and Brewpub. They interact with their clients and environs from completely dissimilar perspectives and the strategies for communicating to their respective audiences can not be casually interchanged.

Perhaps this viewpoint and audience was what the authors intended, if so I would encourage them to follow up with an equally thorough look at the world from a start up perspective. Jun 28, Richard MacManus rated it really liked it Recommends il for: This book is aimed at company people who may not know much about the Social Web, other than they want to be in on the action. I browsed through the book on a lazy sunday and thought it had some great data in it.

The authors obviously know their stuff and I have huge respect for Charlene Li as a social media analyst. I must admit I was also checking to see if ReadWriteWeb was cited. The book can’t be that cutting edge then, ay? Mar 31, Aldis Erglis rated it it was amazing.

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Jan 29, Jessica rated it really liked it Shelves: Despite my version being published inI feel most of the authors’ predictions for “several years down the road” have already come true by summer Good book for convincing the unbelievers do they exist any more? Sep 01, Jakrapong Kongmalai rated it it was amazing. The best resource for those who aim to set up the digital business strategy for their organization. Sep 17, Duy Nguyen rated it liked it Shelves: Good read for ideas generating in the time of social media and communication.

Nov 23, Sarah Rigg rated it really liked it. I read this because I knew that I chsrlene some insight on marketing as a freelancer.

It’s geared more toward big companies, but I chaelene found it really useful. Just their basic idea of breaking down people active in Web 2. A required read for anyone running their own business or in management who wants to tap into the power of social technologies to energize customers and employees. Sep 26, Jessica Pitcher rated it liked it. Typically I am not one to sit down and read a non-fiction book. However, this one kept my interest all the way through.

May 08, Rob Kall rated it it was amazing.

Loads of details on how people use social media and internet sites. Mar 10, Jason rated it liked it.