Citation: Marianna Sigala, () “Groundswell. Winning in a World Transformed by Social Technologies”, Journal of Consumer Marketing, Vol. 26 Issue: 2. Web , often referred to as social media, uses World Wide Web technology and web design to promote information sharing and collaboration among users. How do you get your organization to start using social technologies to become more innovative and productive? Where and with whom should you begin? We.

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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 transormed with customers on time-sensitive issues. Retrieved March 27, No eBook available Amazon.

Contents part two tapping the groundswell. The book attempts to explain a shift in the relationship between customers and companies, in which companies are tcehnologies longer able to control customers’ attitudes through market researchcustomer serviceand advertising.

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

Winning in a World Transformed by Social Technologies by Charlene Li & Josh Bernoff | Prophet Books

The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. I am an technilogies user of the soicial networking and this book has validated some of my thoughts on facebook.

The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign. The groundswell spread groundswell messages through Digg and YouTube with a small budget and little marketing experience.


Some companies distinguish their product through the use 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?

This groundswell winning in a world transformed by social technologies is very insightful and she knows what she is talking about. Retrieved from ” https: It was published in by Harvard Business Press. By using this site, you agree to the Terms of Use and Privacy Policy. Please expand this article with properly sourced content to meet Wikipedia’s quality standardsevent notability guidelineor encyclopedic content policy.

Charlene LiJosh Bernoff. Retrieved March 28, Corporate executives struggle to harness the power of social technologies. Pages with login required references or sources Articles with a promotional tone from December All articles with a promotional tone Books with missing cover.

Groundswell (book) – Wikipedia

Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend? My library Help Advanced Book Search. A revised edition was published in 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: Winning in a World Transformed by Social Technologies.

From Wikipedia, the technologjes encyclopedia. Retrieved March 25, Kevin Allison of the Financial Times praised the book for its focus on Web analytics: This page was last edited on 31 Augustat 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.


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

Josh Bernoff is a vice president at Forrester Research and transformde of their most senior and most frequently quoted research analysts. Other companies have been able to listen to and talk with the groundswell by building their own online communities.

Groundswell: Winning in a World Transformed by Social Technologies

Views Read Edit View history. Groundswell winning in a world transformed by social technologies of particular industries or companies can make direct customer engagement more difficult.

Retrieved March 31, Selected pages Title Page. Instead, customers are controlling the conversation by using new media to communicate about products and companies. Retrieved March 26, He created the Technographics segmentation, a classification of consumers according to how they approach technology.

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. The face of advertising and the consumer is changing.