I’ve been thinking of writing a summary of Groundswell: Winning in a So, let’s jump right in; Charlene Li and Josh Bernoff (not “Bernhoff” as. Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. book. Charlene Li · Josh Bernoff. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring.

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Decide which of 5 tactics will meet your organizational objectives Strategy: The last tactic of Embracing is employed if your organization wants to foster the collective wisdom, knowledge, and ingenuity of your audience to improve your product or service.

What performance indicators can be put in place? Joiners are those participants who have profiles on social networking sites such as MySpace, LinkedIn, and Facebook.

Groundswell (book) – Wikipedia

The Tyze website lets people schedule appointments, plan tasks, connect with others in the network, and connect with each other. This bernofff is not right for every organization. Pick your technology This last part of the POST process is deciding what technology will help you activate the community of people interested in your mission.

groudswell Retrieved March 27, If it’s donations to save children you’re looking for, perhaps it’s a mix of Talking and Energizing like Nothing But Nets. Corporate executives struggle to harness the power of social technologies. This author groundswe,l very insightful and she knows what she is talking about.

Over the last year this website has sought advice from people on what the next President should do ‘on day one’ of his presidency. Energizing bfrnoff is done through providing features like review and rating systems, encouraging creators who like your organization or product or service to publish about you.

Retrieved March 31, The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign. Jeez, what more can I say? There are tools like Forresters’ Social Technographic Profile Toolsurveysdemographic and competitive analysis sites that can help form a picture of where your audience’s behavior my lay. They should have a proven track record of application building, community building, and social media awareness to understand the emergent nature and responsiviness needed for a social media strategy.


If your organization isn’t befnoff, there are bound to be some blog posts, articles, comments, some chatter about your organization. Pages with login required references or sources Vroundswell with a promotional tone from December All articles with a promotional tone Pages to import images to Wikidata. Give yourself a pat on the back if you finished this post. To ensure you don’t completely miss the mark the authors suggest you start out small and allow for growth or change as the community of participants gather.

I’ll write a post on monitoring the bernnoff channels in the future. Views Read Edit View history. I’d also add that listening is an insightful place to begin your social media planning.

Where and whatever channels people are using to talk about your organization or space, your organizational objective is to listen and learn. Your organization could monitor blogs through Technorati, monitoring tags and descriptions at Del.

Think of Apple when you think of this approach—people passionately blog about Apple products, people read about those posts or reviews, they converse amongst their friends about the products using the reviews as supporting material, they buy the product and sing the same praise. Supporting is the tactic you want to employ if you want to facilitate technical, emotional, medical, whatever support within a community of people.

Features of particular industries or companies can make direct customer engagement more difficult. From Wikipedia, the free encyclopedia. By using this site, you agree goundswell the Terms of Use and Privacy Bernff.

Please expand this article with properly sourced content to meet Wikipedia’s quality standardsevent notability guidelineor encyclopedic content policy. Our latest free campaign tools: Winning in a World Transformed by Social Technologies befnoff the last couple of months now.

It was published in by Harvard Business Press.


Selected pages Title Page. A healthy participant ecosystem will have all segments of the social technographic hernoff but weighted on some profile types more than others.

How to Tap into Social Media — A Summary of Groundswell | NetChange Consulting

The next tactic focuses on energizing people to create buzz or endorsements around your product, service, or organization. I am an avid user of the soicial networking and this book has validated some of my thoughts on facebook.

Well, Li and Bernhoff’s employer offers these services for a substantial amount undoubtedly. Collectors are those who collect and categorize content. At some point, along with all the positive effects, there will surface negative feedback, comments, or situations that will need to be addressed.

How to Tap into Social Media — A Summary of Groundswell

Will the social technologies be incorporated into your organization’s website of live offsite? As stated above, you need to choose somebody in your organization that has the authority to lead this bold endeavor and a vested interest in its success. Develop a strategy to meet your objectives Technology: Share on Twitter Tweet. These tools may not be as definitive as a Forrester Research report but it’s better than assuming you know what’s right for your target audience. Creators are those people who make the videos, podcasts, blog posts, reviews that most of us consume.

Charlene LiJosh Bernoff. I read it in the summer and was very impressed with their process for tapping into the participative web and how it naturally extended the social media framework that we’ve been building here at Communicopia for over two years now. Retrieved March 25, The technology needs to be scalable and flexible as circumstances and strategy change the needs of the organization.

In the ecosystem of participants, Creators are the least plentiful and arguably the most important.