This is a summary of the book 'Groundswell: Winning in a World Transformed by Social Technologies' by Charlene Li and Josh Bernoff. The summary was written for the context book assignment for the Hyperlinked Library MOOC.
Charlene Li & Josh Bernoff
Summary for the Hyperlinked Library MOOC
Groundswell = “a social trend in which people use technologies
to get the things they need from each other, rather than from traditional
Technology + People = Groundswell
The Groundswell has changed the
balance of power. Anyone with an
Internet connection can create a
site and start having a conversation.
A company’s reputation is no longer
in its own hands but those of the
customers. The brand is what THE
CUSTOMER says it is!
Three trends have created a
new era for communication:
1. People’s desire to connect
2. The advent of new and interactive
3. Online economics
Companies can connect with their users using this new
technology or tap into conversations that are already happening
They can also encourage their users to
become more active contributors
Does the technology you want to use pass the
Does it let people connect in a
Does it allow power to pass
from the company to the user?
produce enough content to
Is it an open platform that is
effortless to sign up for?
Stages of user behaviour online:
Companies should aim to move users up
through these stages so that they become
active contributors to social media content
People – assess how your
customers will engage based
on what they already do
Objectives – what are your
goals with this project?
Strategy – how are you going
to make it happen? How are
you going to measure if it has
Technology – pick the most
appropriate tool for your
needs based on the above
We need to empower
contribute to the
than having a
Everyone can get
involved and everyone
has a voice which
should be heard.
The sum of the parts = more than
Listen to what
your users are
saying about you,
get involved in the
ACT ON IT!
All quotes from Groundswell : Winning in a World Transformed by Social
Technologies. Charlene Li & Josh Bernoff. Harvard Business School Press, 2011.
All images from Clip Art
Presentation by Claire Sewell, 2013