Groundswell (Overview)

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A overview of Section One (Understanding the Groundswell) from Charlene Li & Josh Bernoff's book Groundswell. Updated with examples from 2011.

Published in: Business, Technology

Groundswell (Overview)

  1. GROUNDSWELL
  2. THE GROUNDSWELL <ul><li>A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations </li></ul>
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  4. THREE FORCES COLLIDE
  5. Photo Credit: http://flickr.com/photos/tomloudon/322172413/
  6. Creators Critics Collectors Joiners Spectators Inactives The Social Technographics ™ Ladder Social Technographics classifies people according to how they use social technologies. Forrester Research quantifies the number of online consumers within these groups using our consumer surveys.
  7. Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Creators make social content go. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly. The Social Technographics ™ Ladder
  8. Creators Critics Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles. Groups include people participating in at least one of the activities monthly. The Social Technographics ™ Ladder
  9. Creators Critics Collectors Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Groups include people participating in at least one of the activities monthly. The Social Technographics ™ Ladder
  10. Creators Critics Collectors Joiners Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Joiners connect in social networks like MySpace and Facebook Groups include people participating in at least one of the activities monthly. The Social Technographics ™ Ladder
  11. Creators Critics Collectors Joiners Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews Groups include people participating in at least one of the activities monthly. The Social Technographics ™ Ladder Spectators
  12. Inactives neither create nor consumer social content of any kind Groups include people participating in at least one of the activities monthly. The Social Technographics ™ Ladder Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
  13. OUR PRCA 3331 CLASS
  14. CHARLENE LI & BARBARA NIXON EDELMAN’S NEW MEDIA ACADEMIC SUMMIT 2008
  15. CREDITS <ul><li>Presentation adapted from http://www.slideshare.net/watchingtheweb/groundwell-winning-in-a-world-transformed-by-social-technologies/ </li></ul><ul><li>Based on Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston, MA: Forrester Research, Inc. </li></ul>

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