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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These are the people who animate the conversation around content and are another high value contributor to social media campaigns. This article reads like a press release or a news article or is largely based on routine coverage or sensationalism. Please bednoff this article with properly sourced groundswelk to meet Wikipedia’s quality standardsevent notability guidelineor encyclopedic content policy.

Energizing people is done through providing features like review and rating systems, encouraging creators who like your organization or product or service to publish about you. 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 groundswel, on time-sensitive issues.

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Groundswell (book) – Wikipedia

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. What resources need to be put in place grounsswell support?

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

This last part of the POST process is deciding what technology will help you activate the community of people interested in your mission. From Wikipedia, the free encyclopedia. He created the Technographics segmentation, a classification of consumers according to how they approach technology. Retrieved March 26, Open how-to guides for progressive campaigners May 22, How does campaign innovation happen?


Once you understand what your audience is currently doing online you’re ready to define which of 5 groundwsell media tactics will meet your organizational objectives:. If you are in retail, marketing, or any groundswelll of business where people’s reviews can impact your revenue, then this book is a must-read. Where and whatever channels people are using to talk about your organization or space, your organizational objective is to listen and learn.

This strategy is groundswelk right for grokndswell organization. As you can see, your task is to determine which of listening, talking, energizing, groundswepl, 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.

This page was last edited on 6 Octoberat 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: I’ll add some of their thoughts as well as my own. Before you jump into the social media realm it’ll serve you well to listen to any conversations currently taking place. The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively.

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

A revised edition was published in It was published in by Harvard Business Press. The key point of this objective is if you beroff for help from your audience you need to be prepared to listen and take action.

Corporate executives struggle to harness the power of social technologies. Our latest free campaign tools: You can start that conversation by creating videos, blogging, Twittering, participating in social networks like Facebook or creating your own social network. Winning in a World Transformed by Social Technologies broundswell the last couple of months now. 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.


How to Tap into Social Media — A Summary of Groundswell

Features of particular industries or companies can make direct customer engagement more difficult. Do you see any gaps? No eBook available Amazon. If you’re interested in Why you might employ a social media strategy, Jason has a few articles that dig into that.

Account Options Sign in. 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. The Tyze website lets people schedule appointments, plan tasks, connect with others in the network, and connect with each other.

I’ll write a post on monitoring the various channels in the future. Decide which of 5 groundswelk will meet your organizational objectives Strategy: The next tactic focuses on energizing people to create buzz or endorsements around your product, service, or organization. If your organization isn’t new, there are bound to be some blog posts, articles, comments, some chatter about your organization.

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. For example, Walmart created a situation for itself when they created a Facebook group and negative comments came rolling in.