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groundswell: winning in a world transformed by social technologies<br />Charlene Li  <br />Josh Bernoff<br />A Social Medi...
Summary: Overview<br />Li and Bernoff use the term “groundswell” to refer to the social media phenomenon of people connect...
Summary: Key Points/Arguments<br />Threat to institutional power<br />Using the groundswell to your advantage<br />Success...
General Review: <br />What was valuable<br /><ul><li>Framework, concept coverage
Examples/applications
Statistics (International)
How</li></ul>What could have been handled better?<br /><ul><li>Discussion of SMM
Sales pitch for Groundswell and Forrester
ROI
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Review of Groundswell

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Review of Groundswell

  1. 1. groundswell: winning in a world transformed by social technologies<br />Charlene Li <br />Josh Bernoff<br />A Social Media Knowledge Benchmark<br />Vanessa Barretto<br />Marketing 6900A Fall 2009<br />
  2. 2. Summary: Overview<br />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. <br />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.<br />
  3. 3. Summary: Key Points/Arguments<br />Threat to institutional power<br />Using the groundswell to your advantage<br />Success = POST:<br />People: social technographic profile<br />Objectives: listening, talking, energizing, helping, embracing<br />Strategy: how do you want relationships with customers to change?<br />Technology: how they work, participation, how they enable relationships, how they threaten institutional power, how you can use them<br />Groundswell within companies<br />
  4. 4. General Review: <br />What was valuable<br /><ul><li>Framework, concept coverage
  5. 5. Examples/applications
  6. 6. Statistics (International)
  7. 7. How</li></ul>What could have been handled better?<br /><ul><li>Discussion of SMM
  8. 8. Sales pitch for Groundswell and Forrester
  9. 9. ROI
  10. 10. Examples
  11. 11. Why </li></li></ul><li>General Review: Evidence<br /><ul><li>Good use of market research – social technographic profile
  12. 12. Good support of POST with examples and market research
  13. 13. Good reference of different technologies
  14. 14. Lacking theoretical research regarding SMM
  15. 15. Poor evidence regarding ROI
  16. 16. Lack of objectivity with regard to examples</li></li></ul><li>SMM Focused Takeaway: Types<br />Li Charlene and Josh Bernoff., groundswell: winning in a world transformed by social technologies. Boston, Massachusetts : Harvard Business Press,. 2008. Print.<br />
  17. 17. SMM Focused Takeaway: Marketing Application<br />Li, Charlene and Josh Bernoff., groundswell: winning in a world transformed by social technologies. Boston, Massachusetts : Harvard Business Press,. 2008. Print.<br />
  18. 18. SMM Focused Takeaway: Understanding of Social Media<br />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).<br />Criteria (Li, Bernoff, 36-37):<br />Does it enable people to connect with each other in a new way?<br />Is it effortless to sign up for?<br />Does it shift power from institutions to people?<br />Does the community generate enough content to sustain itself?<br />Is it an open platform that invites partnerships?<br />Understanding<br />Your brand is what customers say it is <br />Take the time, be strategic POST<br />Commitment, action, reward<br />Li Charlene and Josh Bernoff., groundswell: winning in a world transformed by social technologies. Boston, Massachusetts : Harvard Business Press,. 2008. <br />
  19. 19. Thank You!<br />Any Questions?<br />

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