It's time to see it an opportunity.
In Groundswell, two of Forrester Research's top analysts tell listeners how to turn the force of customers connecting to their own advantage. With 25 vivid cases from around the world - from health care to retail to consumer goods to business services - Li and Bernoff show how leading companies are gaining insights, generating revenue, saving money, and energizing their own customers. Whether listeners are in marketing, research, support, sales, development, or even running the whole enterprise, there's targeted advice here for them, backed up with real-world ROI to prove it works.
Groundswell is based on hard consumer data and experience with dozens of companies. The listener will hear how the marketers of Procter & Gamble proved that subtle marketing within a community was four times as effective as television...how Best Buy taps into the intelligence of over a thousand of its employees with its own social network...how Dell has transformed itself by embracing customer insights in nearly every department...and how a South African winery boosted its sales tenfold by tapping into the power of bloggers, YouTube, Facebook, and every other tool in the social technology arsenal.
This trend cannot be ignored. Listeners must learn how to ride the wave. There's no going back.
©Forrester Research; (P)2008 Gildan Media Corp
A wonderful overview of the ever changing and morphing informo-sphere. The book is an excellent pulling together of methods to take advantage of the internet. I good listen.
As a web developer, I wish all my clients would listen to this work. Unlike the vast majority of books about the "net", this one actually "gets it"; it has many useful insights and goes beyond the obvious to provide practical suggestions, and by example, processes to implement them.
When I got this book I was expecting something totally different. Even though it wasnt what I was looking for, I still find myself using the information as I find it interesting.
My business is a local service company that would not be using the "Groundswell" marketing of web marketing. The description does not fully reveal a true insights of what is in the book.
If you plan to market your products or business world wide or to at least millions of people, I think you would find what is in this book as very insightful and a good read.
Make sure you listen to the content with the sample before you purchase
This was my first from these authors and I enjoyed their approach. It is a great introduction to the possibilities of social media integration in business. Foundational information to use if you are thinking of integrating social media or a great way to find new opportunities areas you may have missed.
The book offered no insights that I did not already know. I found it very frustrating.
I found this book did not captures the digital reality, rarther it is something I would expect from a research company that learns about the real world through hindsight garnered through consultancy; to address problems that fast moving companies learn through fast, immediate, mistake led action. A book for those of the big corporate past.
Communicated in the manner of a consultatnt, rather than someone who actually lives the reality of the digital moment.
The book presents a fairly simple framework for understanding how social interactions can be understood and leveraged by companies. Most of the book is case studies from real companies and their experiences engaging their customers online. The author's narration is fluid and engaging.
Audible, the rest of this review is for you. Just downloaded and used your app for the iPhone to listen to this book.
- I like the wireless downloads.
- I like the ability to add bookmarks.
- I like the button free control interface - but would like a better way to advance through a book than just by 30 second increments.
I don't like that the chapters in the audio book version do not correspond to the chapters in the printed book. I love listening to books, but reading them is more efficient. For some books, I'd like to do both. Trying to go back and forth between the audio and the print version of this book was frustrating because the chapters are different. (In the audio book, several chapters are collapsed into a single chapter)
Some books like this one contain tables and graphs that are difficult to visual in an audio book. It would be great if you made available an audiobook version that contained or linked to the visual content and if it was integrated into the listening experience. e.g. as the narrator is speak about it, the link to that visual appears on the display.
Forrester Research analysts coined a new term to designate the coordinated effect Web 2.0's social media has on business - A Groundswell.
The book written by Josh Bernoff and Charlene Li offers very deep and substantial account, illustrated by many case studies, on the fundamental importance of social media for today's business.
I look at this book from two perspectives. The first one is purely analytical and concrete - here the book gives a lot of data, statistics, charts and illustrations. It is really as a kind of handbook on social media. It offers many interesting case studies, including social media adventures of companies like Lego, Dell, GM, Salesforce - to name a few...
The another perspective is rather reflective. Ten years ago, ClueTrain Manifesto almost predicted this swell called Social Media. Well, for ClueTrain authors the swell was already there.
In some sense, as with many far-reaching predictions - we wait much longer than initially anticipated. Today, it is Groundswell - the book, that fullfils, or , rather, describes the fulfillment of Cluetrain Manifesto.
I hope, the term, coined by Forrester analysts will survive as a very good label of the entire social media revolution and its meaning for business.
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