Review of Groundswell

groundswell: winning in a world transformed by social technologies
Charlene Li
Josh Bernoff
A Social Media Knowledge Benchmark
Vanessa Barretto
Marketing 6900A Fall 2009

Summary: Overview
Li 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/Arguments
Threat to institutional power
Using the groundswell to your advantage
Success = POST:
People: social technographic profile
Objectives: listening, talking, energizing, helping, embracing
Strategy: 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 them
Groundswell within companies

General Review:
What was valuable
Framework, concept coverage
Examples/applications
Statistics (International)
How
What could have been handled better?
Discussion of SMM
Sales pitch for Groundswell and Forrester
ROI
Examples
Why

General Review: Evidence
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: Types
Li Charlene and Josh Bernoff., groundswell: winning in a world transformed by social technologies. Boston, Massachusetts : Harvard Business Press,. 2008. Print.

SMM Focused Takeaway: Marketing Application
Li, 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 Media
groundswell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?
Understanding
Your brand is what customers say it is
Take the time, be strategic POST
Commitment, action, reward
Li Charlene and Josh Bernoff., groundswell: winning in a world transformed by social technologies. Boston, Massachusetts : Harvard Business Press,. 2008.

Thank You!
Any Questions?

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Review of Groundswell

by York University-SSB on Oct 07, 2009

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