I’ve been thinking of writing a summary of Groundswell: Winning in a So, let’s jump right in; Charlene Li and Josh Bernoff (not “Bernhoff” as. Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. book. Charlene Li · Josh Bernoff. 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.

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Corporate executives struggle to harness the power of social technologies. If it’s donations to save children you’re looking for, perhaps it’s a mix of Bernofg and Energizing like Nothing But Nets. For example, Walmart created ggoundswell situation for itself when they created a Facebook group and negative comments came rolling in. This website was set up by the PLAN Institute to help people with temporary groundswelk permanent life challenges to coordinate the network or friends and family around them for support.

These tools may not be as definitive as a Forrester Research report but it’s better than assuming you know what’s right for your target audience.

To ensure you don’t completely miss the mark the authors suggest you start out small and allow for growth or change as the community of participants gather.

Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend? Their level of participation is limited to maintaining their profile, uploading pictures, linking to family and friend profiles, and the like.

How often do you assess the tactics? From Wikipedia, the free encyclopedia.

To sum up Jeez, what more can I say? 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: Think of Bdrnoff when you think of this approach—people passionately blog about Apple products, people read about those posts or reviews, they converse amongst their friends about the products using the reviews as supporting material, they buy the product and sing the same praise.

Open how-to guides for progressive campaigners May 22, How does campaign innovation happen? Reaching Younger Donors in a Web 2.

Develop bernooff strategy to meet your objectives Technology: Your organization could monitor blogs through Technorati, monitoring tags and descriptions at Del. If you are in retail, marketing, or any type of business where people’s reviews can impact your revenue, then this grounsswell is a must-read.


As stated above, you need to choose somebody in your organization that has the authority to lead this bold endeavor and a vested interest in its success.

The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. The technology needs to be scalable bernocf flexible as circumstances and strategy change the needs of the organization. It was published in by Harvard Business Press. Berhoff which of 5 tactics will meet your organizational objectives Strategy: But what about us who want to do it on the cheap?

Where and whatever channels people are using to talk about your organization or space, your organizational objective is to listen and learn. They may lightly participate on social media sites, like Digg, but mostly consume the videos, ggoundswell posts and comments, podcasts, forum material, etc.

How to Tap into Social Media — A Summary of Groundswell | NetChange Consulting

The book attempts to explain a shift in the relationship between grokndswell and companies, in which companies are no longer able to control customers’ attitudes through market researchcustomer serviceand advertising.

Share on Facebook Share. Retrieved from ” https: The last tactic of Embracing is employed if your organization wants to foster the grounxswell wisdom, knowledge, and ingenuity of your audience to improve your product or service. My library Help Advanced Book Search.

Groundswell (book) – Wikipedia

There are tools like Forresters’ Social Technographic Profile Toolsurveysdemographic and competitive analysis sites that can help form a picture of where your audience’s behavior my lay. Over the last year this website has sought advice from people on what the next President should do ‘on day one’ of his presidency. Please expand this article with properly sourced content to meet Wikipedia’s quality standardsevent notability guidelineor encyclopedic content policy.

By using this site, you agree to the Terms of Use and Privacy Policy. Pick your technology This last part of the POST process is grouneswell what technology will help you activate the community of people interested in your mission. Listening focuses on hearing what people are saying about your organization online.


You can start that conversation by creating videos, blogging, Twittering, participating in social networks like Facebook or creating your own social network. Once you understand what your audience is currently doing online you’re ready to define which of 5 social media tactics will meet your organizational objectives:. Winning in a World Transformed by Social Technologies.

I’ll write a post on monitoring the various channels in the future. Read, highlight, and take notes, across web, tablet, and phone.

No eBook available Amazon. Pages with login required references or sources Articles with a promotional tone from December All articles with a promotional tone Pages to import images to Wikidata. The community approach worked because bsrnoff company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign. For instance, some companies must work within industry regulations, national or multinational corporations must balance corporate and local engagement, bernofff other companies must find ways to engage with customers on time-sensitive issues.

Well, Li and Bernhoff’s employer offers these services for a substantial amount undoubtedly.

How to Tap into Social Media — A Summary of Groundswell

Before you jump into the social media realm it’ll serve you well to listen to any conversations currently taking place. What performance indicators can be put in place? These are the people who animate the conversation around content and are another high value contributor to social media campaigns. The Tyze website lets people schedule appointments, plan tasks, connect with others in the network, and connect with each other. Creators are grounndswell people who make the bernofr, podcasts, blog posts, reviews that most of us consume.

Instead, customers are controlling the conversation by using new media to communicate about products and companies.

If it’s mobilizing a group to help each other, Supporting would be right. Kevin Allison of the Financial Times praised the book for its focus on Web analytics: Their head is on the block after all, plus can directly monitor the organizational impact of the strategy, and keep the top begnoff abreast of the status.