If you are in retail, marketing, or any type of business where people's reviews can impact your revenue, then this book is a must-read. The face of advertising and the consumer is changing. Whether it I am an avid user of the soicial networking and this book has validated some of my thoughts on facebook.
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If you are in retail, marketing, or any type of business where people's reviews can impact your revenue, then this book is a must-read. The face of advertising and the consumer is changing. Whether it I am an avid user of the soicial networking and this book has validated some of my thoughts on facebook. This author is very insightful and she knows what she is talking about. Charlene Li , Josh Bernoff. Corporate executives struggle to harness the power of social technologies. 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?
It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. 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. Josh Bernoff is a vice president at Forrester Research and one of their most senior and most frequently quoted research analysts. He created the Technographics segmentation, a classification of consumers according to how they approach technology.
Charlene Li: Reflecting on 10 Years of Groundswell — and What Comes Next
Charlene Li has added her own perspectives on the tenth anniversary of the publication of Groundswell. On this anniversary, I wanted to reflect on what our expectations were when we published that work, what has changed, and what has not. When we started working on the book in early , we could see the makings of a revolution, even through many people around us considered social media to be a fad, something that the young and crazy did. We could see that social would challenge our conventional definitions of relationships, hierarchies, control, permission, and privacy.
Groundswell: Winning in a World Transformed by Social Technologies
Are you? Li and Bernoff are the apostles of the tsunami. This book will be your bible. Enabling your company to respond to change quickly — especially when talking to and supporting your consumers — is essential for business success.
Groundswell is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies. It was published in by Harvard Business Press. A revised edition was published 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 research , customer service , and advertising. Instead, customers are controlling the conversation by using new media to communicate about products and companies. The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively.
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