Groundswell
18%
off

Groundswell : Winning in a World Transformed by Social Technologies

By (author) Charlene Li , By (author) Josh Bernoff

US$24.98US$30.82

You save US$5.84

Free delivery worldwide

Available
Dispatched in 1 business day

When will my order arrive?

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.

show more
  • Hardback | 224 pages
  • 162.56 x 236.22 x 30.48mm | 589.67g
  • 01 May 2008
  • Harvard Business Review Press
  • English
  • 1422125009
  • 9781422125007
  • 123,783

Other books in this category

Other people who viewed this bought:

Author Information

San Francisco-based Charlene Li is vice president at Forrester Research where her focus is on social computing and consumers. Previously, she developed interactive media for newspaper companies, and was a strategy consultant for Monitor Company. Boston-based Josh Bernoff, a longtime Forrester vice president, created Technographics segmentation - a breakthrough classification of consumers based on how we approach technology. Josh is also known as a top TV industry analyst; he led Forrester's research on top industry figures, their management teams, and the changes forced on the industry by devices and applications like HDTV and YouTube.

show more

Review quote

There is no question that this is the book to read if you are in a corporate environment. - 800 CEO Read's Social Media University's Reading List, August 2009

show more

Customer reviews

Social media theory

A thorough, analytical look at implementing social media in an organisation and engaging with customers. Lots of case studies and statistics that you can use in business cases. An important resource but a little dry - only tells half the story. More the "how" than the "why". A good companions for more motivational, thought-provoking reads like the Cluetrain Manifesto.show more
by Nathanael Boehm