groundswell: winning in a world transformed by social technologiesCharlene Li Josh BernoffA Social Media Knowledge BenchmarkVanessa BarrettoMarketing 6900A Fall 2009

Summary: OverviewLi and Bernoff use the term “groundswell” to refer to the social media phenomenon of people connecting through technology, building communities and giving strength to each other. Groundswell takes the form of a how-to guide, targeting the business community with the purpose of explaining what social media is, how it is changing the way companies interact with consumers and how business can use the groundswell to their advantage.

Summary: Key Points/ArgumentsThreat to institutional powerUsing the groundswell to your advantageSuccess = POST:People: social technographic profileObjectives: listening, talking, energizing, helping, embracingStrategy: how do you want relationships with customers to change?Technology: how they work, participation, how they enable relationships, how they threaten institutional power, how you can use themGroundswell within companies

General Review: What was valuableFramework, concept coverage Examples/applications Statistics (International)HowWhat could have been handled better?Discussion of SMMSales pitch for Groundswell and ForresterROIExamplesWhy

Framework, concept coverage

Examples/applications

Statistics (International)

How

Discussion of SMM

Sales pitch for Groundswell and Forrester

ROI

Examples

Why

General Review: EvidenceGood use of market research – social technographic profileGood support of POST with examples and market researchGood reference of different technologies Lacking theoretical research regarding SMMPoor evidence regarding ROILack of objectivity with regard to examples

Good use of market research – social technographic profile

Good support of POST with examples and market research

Good reference of different technologies

Lacking theoretical research regarding SMM

Poor evidence regarding ROI

Lack of objectivity with regard to examples

SMM Focused Takeaway: TypesLi Charlene and Josh Bernoff., groundswell: winning in a world transformed by social technologies. Boston, Massachusetts : Harvard Business Press,. 2008. Print.

SMM Focused Takeaway: Marketing ApplicationLi, Charlene and Josh Bernoff., groundswell: winning in a world transformed by social technologies. Boston, Massachusetts : Harvard Business Press,. 2008. Print.

SMM Focused Takeaway: Understanding of Social MediagroundswellA social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations. Summary: technology & people (Li, Bernoff, 9).Criteria (Li, Bernoff, 36-37):Does it enable people to connect with each other in a new way?Is it effortless to sign up for?Does it shift power from institutions to people?Does the community generate enough content to sustain itself?Is it an open platform that invites partnerships?UnderstandingYour brand is what customers say it is Take the time, be strategic POSTCommitment, action, rewardLi Charlene and Josh Bernoff., groundswell: winning in a world transformed by social technologies. Boston, Massachusetts : Harvard Business Press,. 2008.

Thank You!Any Questions?