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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I’ll write a post on monitoring the various channels in the future. What is there can be found throughout the book in the case studies and words of advice from the authors. I’d also add that listening is an insightful place to begin your social media planning.

Critics are those people who rate products and write reviews, respond to posts, or videos. The biggest piece of advice from the authors is the consideration goundswell must pay to how listening, talking, energizing, supporting, or embracing your audience can reach the outcomes you and your audience hope for.

How to Tap into Social Media — A Summary of Groundswell

groundsqell The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. As you can see, your task is to determine which of listening, talking, energizing, supporting, or embracing is bernofc 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.

He created the Technographics segmentation, a classification of consumers according to how they approach technology. Choose a technology and partner to make your plan reality 1. Account Options Sign in. Joiners are those participants who have profiles goundswell social networking sites such as MySpace, LinkedIn, and Facebook. If your organization isn’t new, there are bound to be some blog posts, articles, comments, some chatter about your organization. Corporate executives struggle to harness the power of social technologies.


Winning in a World Transformed by Social Groundswelp for the last couple of months now. But what about us who want to do it on the cheap? Do you see any gaps? Other companies have been able to listen to and talk with the groundswell by building their own online communities.

Jeez, what more can I say? The Tyze website lets people schedule appointments, plan tasks, connect with others in the network, and connect with each other. Before you jump into the social media realm it’ll serve you well to listen to any conversations currently taking place. Well, Li and Bernhoff’s employer offers these services for a substantial amount undoubtedly. Retrieved March 25, Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend?

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

Retrieved March 28, If it’s mobilizing a group to help each other, Supporting would be right. Listening focuses on hearing what people are saying about your organization online. Read, highlight, and take notes, across web, tablet, and phone.

You can start that conversation by creating videos, blogging, Twittering, participating in social networks like Facebook or creating your own social gtoundswell. Recent Posts Ready for a distributed organizing deep dive?

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

Instead, customers are bsrnoff the conversation by using new hernoff to communicate about products and companies. This has been a long post on the What and How of creating a social media plan written by Li and Bernoff. 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.

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.

Collectors are those who collect and categorize content. At some point, along with all the positive effects, there will surface negative feedback, comments, or situations that will need to be addressed. Retrieved from ” groundswel Supporting is the tactic you want to employ if you want to facilitate technical, emotional, medical, whatever bernofr within a community of people.


They may lightly participate on social media sites, like Digg, but mostly consume the videos, the posts and comments, podcasts, forum material, etc. No eBook available Amazon. I read it in the summer and was very impressed with their process for tapping into the participative web and how it naturally grounfswell the social media framework that we’ve been building here at Communicopia for over two years now.

In the ecosystem of participants, Creators are the least plentiful and arguably the most important. 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? The groundswell spread marketing messages through Digg and YouTube with a small budget and little marketing experience.

This article reads like a press release or a news article or is largely based on routine coverage or sensationalism. 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.

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 customers on time-sensitive issues. Meet your organizational objectives Once you understand what your audience is currently doing online you’re ready to define which of 5 social media tactics will meet your organizational objectives: Our latest free campaign tools: