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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Creators are those people who make the videos, podcasts, blog posts, reviews that most of us consume. 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.

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. Kevin Allison of the Financial Grpundswell praised the book for its focus on Web analytics: 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.

It was published in by Harvard Business Press. If your organization isn’t new, there are bound to be some blog posts, articles, comments, some chatter about your organization. This page was last edited on 6 Octoberat Collectors are those who collect and categorize content. Other companies have been able to listen to and talk with the groundswell by building their own online communities. Well, Li and Bernhoff’s employer offers these services for a substantial amount undoubtedly.

Retrieved March 26, 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.

These are the people who animate the conversation around content and are another high value contributor to social grounsswell campaigns. Choose a technology and partner to make your plan reality 1. This website was set up by the PLAN Institute to help people with temporary or permanent life challenges to coordinate the network or friends and family around them for support.


Listening focuses on hearing what people are saying about your organization online. What performance indicators can be put in place?

This article reads like a press release or a news article or is largely based on routine coverage or sensationalism. At some point, along with all the positive effects, there will surface negative feedback, comments, groundswelll situations that will need to be addressed. 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.

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

As you can see, your task is to determine which of listening, talking, energizing, supporting, or embracing is the best way to facilitate the conversations that are already happening or needed between your audience members to bring about meeting your organization’s business objectives. Other examples of collecting are tagging, subscribing to RSS news feeds, adding to del. The face of advertising and the consumer is changing. I’ll add some of their thoughts as well as my own.

Over the last year this website has sought advice from people on what the next President should do ‘on day one’ of his presidency. They may lightly participate on social media sites, like Digg, but mostly consume the videos, the posts and comments, podcasts, forum material, etc. How often do you assess the tactics? You can start that conversation by creating videos, blogging, Twittering, participating in social networks like Facebook or creating grouneswell own social network.

Listening Talking Energizing Supportingand Embracing Listening focuses on hearing what people are saying about your organization online.

Share on Twitter Tweet. 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. Charlene LiJosh Bernoff. Joiners are those participants who have profiles on social networking sites such as MySpace, LinkedIn, and Facebook.

If you are in retail, marketing, or any type of business where bernofv reviews can impact your revenue, then this book is a must-read. Josh Bernoff is a vice president at Forrester Research and one of their most senior and most frequently quoted research analysts.


It’s an unstoppable groundswell that affects every industry — yet it’s still utterly foreign to most bernofff running things now.

From Wikipedia, the free encyclopedia. By using this site, you agree to the Terms of Use and Privacy Policy. This has been a long post on the What and How of creating a social media plan written by Li and Bernoff. Groundsaell created the Technographics segmentation, a classification of consumers according to how they approach technology.

To sum up Jeez, what more can I say? Open how-to guides for progressive campaigners May 22, How does campaign innovation happen? The Tyze website lets people schedule appointments, plan tasks, connect with others in the network, and connect with each other.

The vendor who provides that solution also needs to have the same qualities. But what about us who want to do it on the cheap? Your organization could monitor blogs through Technorati, monitoring tags and descriptions at Del.

How to Tap into Social Media — A Summary of Groundswell

The next tactic focuses on energizing people to create buzz or endorsements around your product, service, or organization. Where and whatever channels people are using to talk about your organization or space, your organizational objective is to listen and learn.

This author is very insightful and she knows what she is talking about. Share on Google Groundswelll Share. 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.

Will the grouncswell technologies be incorporated into your organization’s website of live offsite? If it’s mobilizing a group to help each other, Supporting would be right. A clear plan on how you will respond needs to be in place. No grokndswell available Amazon.