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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In the ecosystem of participants, Creators are the least plentiful and arguably the most important. Think of Apple 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.

Spectators are the majority of participants. Share on LinkedIn Share. The key point of this objective is if you ask for help from your audience you need to be prepared to listen and take action.

Groundswell is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies. This author is very insightful and she knows what she is talking about. The book attempts to explain a shift in the relationship between customers and companies, in which companies are no longer able to control customers’ attitudes through market researchcustomer serviceand advertising.

If you’re interested in Why you might employ a social media strategy, Jason has a few articles that dig into that. 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.

They created Tyze to support their organizational imperative, “…create networks, develop resources, cultivate innovation and promote thinking to foster the contribution of people who are isolated and marginalized. Joiners are those participants who have profiles on social networking sites such as MySpace, LinkedIn, and Facebook. To sum up Jeez, what more can I say?


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. Rgoundswell performance indicators can be put in place?

If it’s mobilizing a group to help each other, Supporting would be right. Features of particular industries or companies can make direct customer engagement more difficult. Collectors are those who collect and categorize content. Pages with bermoff required references or sources Articles with a promotional tone from December All articles with a promotional tone Pages to import images to Wikidata.

Retrieved from ” https: Well, Li and Bernhoff’s employer offers these services for a substantial amount undoubtedly. Critics are those people who rate products and write reviews, respond to posts, or videos. For instance, some companies must work within industry regulations, national or multinational corporations must balance corporate and local engagement, and other companies must find ways to engage with customers on time-sensitive issues. Your organization could monitor blogs through Technorati, monitoring tags and descriptions at Del.

Listening focuses on hearing what people are saying about your organization online.

This has been a long post on the What and How of creating a social media plan written by Li and Bernoff. 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. Corporate executives struggle to harness the power of social technologies.

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. Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend? Selected pages Title Page. 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: He created the Technographics segmentation, a classification of consumers according to how they approach technology.

Share on Google Plus Share. 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. 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:.


The face of advertising and the consumer is changing.

Other examples of collecting are tagging, subscribing to RSS news feeds, adding to del. Choose a technology and partner to make your plan reality 1.

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

This page was last edited on 6 Octoberat groubdswell Some companies distinguish their product through the use of social technologies. Supporting is the tactic you want to employ if you want to facilitate technical, emotional, medical, whatever support within a community of people.

They should have a bernotf track record of application building, community building, and social media awareness to understand the emergent nature and responsiviness needed for a social media strategy. Retrieved March 27, Winning in a World Transformed by Social Technologies for the last couple of months now. Retrieved March 26, Pick your technology This last part of the POST process is deciding what technology will help you activate the community of people interested in your mission.

Other companies have been able to listen to and talk with the groundswell by building their own online communities. How often do you assess the tactics? The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign.

The biggest piece of advice from the authors is the consideration you must pay to how listening, talking, energizing, supporting, or embracing your audience can reach the outcomes you and your audience hope for.

I’ll write a post on monitoring the various channels in the future.