Groundswell: Winning in a World Transformed by Social Technologies
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Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry — yet it's still utterly foreign to most companies running things now.When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. 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 an all new introduction and chapters on Twitter and social media integration, you'll learn 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 · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image. The Financial Times ... for Groundswell's intended audience - managers struggling to answer questions such as "should my soap company have a presence on Facebook?" or "why isn't anyone reading our company blog?" - the emphasis on data and analytics is not a bug - it's a feature.
IntroductionPart 1 Understanding the groundswell1 Why the groundswell-and why now? 32 Jujitsu and the technologies of the groundswell 173 The social technographics profile 39Part 2 Tapping the groundswell4 Strategies for tapping the groundswell 655 Listening to the groundswell 776 Talking with the groundswell 997 Energizing the groundswell 1298 Helping the groundswell support itself 1539 Embracing the groundswell 179Part 3 The groundswell transforms10 How connecting with the groundswell transforms your company 19711 The groundswell inside your company 21512 The future of the groundswell 233Acknowledgments 243Notes 247Case Index 265Subject Index 269About the Authors 283
