Groundswell: Winning in a World Transformed by Social Technologies
By Charlene Li and Josh Bernoff
Corporate executives are struggling with a new trend: people using online social technologies (e.g., blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals. This groundswell is global and unstoppable. It affects every industry—and it’s utterly foreign to the powerful companies running things now.
When consumers you’ve never met are rating your company’s products in public forums where you have no experience or influence, your company is vulnerable. In their work “Groundswell: Winning in a World Transformed by Social Technologies,” Charlene Li and Josh Bernoff of Forrester, Inc. explain how to turn this threat into an opportunity.
Using tools and data straight from Forrester, Li and Bernoff explain how to adapt new social technologies to your company by doing the following:
- Evaluating new social technologies as they emerge;
- Determining how different groups of consumers are participating in social technology arenas;
- Applying a four-step process for formulating your future strategy; and
- Building social technologies into your business: these include monitoring your brand value, talking with the groundswell through marketing and PR campaigns, and energizing your best customers to recruit their peers.
Timely and insightful, “Groundswell” is required reading for executives seeking to protect and strengthen their company’s public image.
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