Charlene Li and Josh Bernoff define 'the groundswell' as a social structure in which technology puts power into the hands of individuals and communities, not institutions. We see examples of this all around us: Second Life, You Tube, Twitter, etc. The technology that is enabling this has created a permanent, long lasting shift in the way the world works. This compelling and research-based book will not only identify the emerging components of this shift, but will also help companies build their businesses around it, regardless of what specific new technologies come along. The word on social computing has been out for a while. It's game changing. Books like Wikinomics begin to describe what the networked world has become. But institutions of all kinds need more than descriptive context.They need tools to navigate the shift in power that social computing and web communities have created. They need data on how their customers use and perceive new media, and guidance about what it means to their business. More than that, they need sophisticated advice that tells them how to turn this new reality to their advantage. This book provides that data and advice. Li and Bernoff, well-known thought leaders in the area of social technology, have used their considerable resources at Forrester Research to generate hard consumer data that quantifies a viable business opportunity. Based on their work with dozens of companies presented in the book, the authors are able to credibly describe how business can participate in the new social medium in order to communicate with, energize, support, and learn from their customers.More importantly, their work offers proof that prepared organizations can reap significant financial benefits in product development, marketing, PR, sales, and customer retention. They will use their own proprietary data and additional survey research to illuminate the strategies appropriate for specific brands, media, outlets, institutions, and nations.
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There is no question that this is the book to read if you are in a corporate environment. - 800 CEO Read's Social Media University's Reading List, August 2009
Synopsis
Charlene Li and Josh Bernoff define 'the groundswell' as a social structure in which technology puts power into the hands of individuals and communities, not institutions. We see examples of this all around us: Second Life, You Tube, Twitter, etc. The technology that is enabling this has created a permanent, long lasting shift in the way the world works. This compelling and research-based book will not only identify the emerging components of this shift, but will also help companies build their businesses around it, regardless of what specific new technologies come along. The word on social computing has been out for a while. It's game changing. Books like Wikinomics begin to describe what the networked world has become. But institutions of all kinds need more than descriptive context.They need tools to navigate the shift in power that social computing and web communities have created. They need data on how their customers use and perceive new media, and guidance about what it means to their business. More than that, they need sophisticated advice that tells them how to turn this new reality to their advantage. This book provides that data and advice.Li and Bernoff, well-known thought leaders in the area of social technology, have used their considerable resources at Forrester Research to generate hard consumer data that quantifies a viable business opportunity. Based on their work with dozens of companies presented in the book, the authors are able to credibly describe how business can participate in the new social medium in order to communicate with, energize, support, and learn from their customers.More importantly, their work offers proof that prepared organizations can reap significant financial benefits in product development, marketing, PR, sales, and customer retention. They will use their own proprietary data and additional survey research to illuminate the strategies appropriate for specific brands, media, outlets, institutions, and nations.
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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Die hilfreichsten Kundenrezensionen
3 von 3 Kunden fanden die folgende Rezension hilfreich
Von D. Michael
Format:Gebundene Ausgabe
What do designing dog food and web 2.0 technologies have in common?
You can find the answer in this book.
Actually I was hoping for a book on enterprise 2.0 in general with ideas how to plan and implement web 2.0 in organizations.
Here comes the big BUT, this book is dedicated almost completly to marketing. Only 1 of the 12 chapters deals explicitly with the "groundswell" in organizations.
The strategy for taping into the groudswell it proposes is somehow mentioned redundantly in other literature.
POST - people, objeectives, strategy, technology
I would sum it up like that:
Keep your friends close, your enemies closer, but keep your community closest!"
Beside this implementatoin strategy this book from Forrester research introduces the social technographic which charaterises users into categories (Creators, Critics, Collectors,...).
The theorethical ideas are complemented with numerous case studies., most often citing the story of Dell.
This is not a book where you can find how to start your own Social Media project, but it gives you many ideas for what and where to look.
I liked it.
You can find the answer in this book.
Actually I was hoping for a book on enterprise 2.0 in general with ideas how to plan and implement web 2.0 in organizations.
Here comes the big BUT, this book is dedicated almost completly to marketing. Only 1 of the 12 chapters deals explicitly with the "groundswell" in organizations.
The strategy for taping into the groudswell it proposes is somehow mentioned redundantly in other literature.
POST - people, objeectives, strategy, technology
I would sum it up like that:
Keep your friends close, your enemies closer, but keep your community closest!"
Beside this implementatoin strategy this book from Forrester research introduces the social technographic which charaterises users into categories (Creators, Critics, Collectors,...).
The theorethical ideas are complemented with numerous case studies., most often citing the story of Dell.
This is not a book where you can find how to start your own Social Media project, but it gives you many ideas for what and where to look.
I liked it.
2 von 2 Kunden fanden die folgende Rezension hilfreich
Von Matthias Maier
Format:Gebundene Ausgabe
Mit ihrem Groundswell-Buch liefern die beiden Autoren ein lesenwertes Buch ab, das sich mit der Bedeutung und der effizienten Nutzung von Social Media für bzw. in Unternehmen beschäftigt. Ausgehend von grundsätzlichen Überlegungen und Tipps beschreiben die Autoren, wie sich Unternehmen dem Groundswell nähern können und welche Formen des Dialog mit ihren Kunden erfolgsversprechend sein können. Ergänzt werden die theoretischen Ausführungen mit konkreten Beispielen aus der Praxis. Interessant ist vor allem, dass die Autoren selbst am Groundsell teilnehmen und neben einem Blog auch aktuelle Daten über die Nutzungsverhalten bestimmter soziodemographischer Bevölkerungsgruppen auf ihrer Webseite bereitstellen.
5 von 6 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
Groundswell is a great overview how to react on the fast changing medialandscape. Charlene and Josh show that the empowerment of the consumer through the internet is a big chance for you and your company. Although most leaders feel uncomfortable about loosing control within this digital conversation, Groundswell explains step by step how create a successful strategy for digital media.
You can also find more about the topic of "Corporate Conversation" on Monty Metzger's Blog (monty.de).
Groundswell is a must-read for todays Leaders and Marketing-Managers.
You can also find more about the topic of "Corporate Conversation" on Monty Metzger's Blog (monty.de).
Groundswell is a must-read for todays Leaders and Marketing-Managers.
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Verstehen, eintauchen, aufgehen
Die beiden Autoren arbeiten bei Forrester Research, ein großes amerikanisches Marktforschungsunternehmen. Lesen Sie weiter...
Veröffentlicht am 5. Juli 2009 von Philip Hetjens
5.0 von 5 Sternen
Helpful Introduction to Engaging Customers through the Internet for...
Groundswell is that rare combination in a business book: Simple concepts and detailed explanations of what to do and how to evaluate the results. Lesen Sie weiter...
Veröffentlicht am 19. September 2008 von Donald Mitchell
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