- Gebundene Ausgabe: 144 Seiten
- Verlag: Harvard Business Review Press (22. Juni 2009)
- Sprache: Englisch
- ISBN-10: 1422129802
- ISBN-13: 978-1422129807
- Größe und/oder Gewicht: 11,9 x 2 x 18,5 cm
- Durchschnittliche Kundenbewertung: 5 Kundenrezensionen
- Amazon Bestseller-Rang: Nr. 477.146 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
- Komplettes Inhaltsverzeichnis ansehen
Marketing in the Groundswell (Englisch) Gebundene Ausgabe – 22. Juni 2009
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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. -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe. Alle Produktbeschreibungen
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 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.
The authors draw on their experiences at Forrester Research to show how right and wrong you can go by listening to, speaking with, engaging, providing for, and cooperating with customers. They caution starting small and feeling your way. Otherwise, you may bite off more than you are able to absorb.
For smaller companies, you'll also find suggestions of lower-cost ways to use social technologies that you can afford. Naturally, the options are more diverse and expensive for larger companies. But if you are spending a lot of time on marketing research, advertising, and promotions, you will probably find social technologies a less expensive way to go. If you have major expenses for customer support, social technologies can eliminate a lot of those. In addition, social technologies can help you gain faster insight into defects. For the lean company, these approaches will also make a lot of sense.
I liked the book so much that I included several references to it in my weekly briefing to entrepreneurs who want to build major businesses.
If, on the other hand, you are doing a lot with private communities, help forums, executive blogs, and evaluating customer observations, you won't find this book to be advanced enough for you. It's more of a beginner's guide.
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