Groundswell: Winning in a World Transformed by Social Technologies

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Harvard Business Review Press - Business & Economics - 286 pages
38 Reviews
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. 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; and 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.

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LibraryThing Review

User Review  - jmoncton - LibraryThing

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 ... Read full review

LibraryThing Review

User Review  - NickZ1959 - LibraryThing

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. Read full review

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About the author

San Francisco-basedCharlene Liis vice president at Forrester Research where her focus is on social computing and consumers. Previously, she developed interactive media for newspaper companies, and was a strategy consultant for Monitor Company.

Boston-basedJosh Bernoff, a longtime Forrester vice president, created Technographics segmentation - a breakthrough classification of consumers based on how we approach technology. Josh is also known as a top TV industry analyst; he led Forrester’s research on top industry figures, their management teams, and the changes forced on the industry by devices and applications like HDTV and YouTube.

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