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

1. winning in a world transformed by social technologies GROUNDSWELL

2. The 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

6. Three Forces Collide

7. Photo Credit: http://flickr.com/photos/tomloudon/322172413/

8. The Social Technographics™ Ladder Creators 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. Critics Collectors Joiners Spectators Inactives

9. The Social Technographics™ Ladder 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 Creatorsmake social content go. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly.

10. The Social Technographics™ Ladder 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 Criticsrespond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles. Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Critics Groups include people participating in at least one of the activities monthly.

11. The Social Technographics™ Ladder 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 Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Critics Collectorsorganize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Collectors Groups include people participating in at least one of the activities monthly.

12. The Social Technographics™ Ladder 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 Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Critics Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Collectors Joinersconnect in social networks like MySpace and Facebook Maintain profile on a social networking site Visit social networking sites Joiners Groups include people participating in at least one of the activities monthly.

13. The Social Technographics™ Ladder 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 Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Critics Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Collectors Maintain profile on a social networking site Visit social networking sites Joiners Spectatorsconsumer social content including blogs, user-generated video, podcasts, forums, or reviews Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Spectators Groups include people participating in at least one of the activities monthly.

14. 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 Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Critics Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Collectors Maintain profile on a social networking site Visit social networking sites Joiners Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Spectators None of the above Inactives The Social Technographics™ Ladder Inactivesneither create nor consumer social content of any kind Groups include people participating in at least one of the activities monthly.

15. The Social Technographics™Profile

16. Charlene Li & Barbara NixonEdelman’s New Media Academic Summit 2008

17. Credits Presentation adapted from http://www.slideshare.net/watchingtheweb/groundwell-winning-in-a-world-transformed-by-social-technologies/ Based on Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston, MA: Forrester Research, Inc.

18. Contact Me Barbara B. Nixon, Ph.D. (ABD) Public Relations Faculty Southeastern University & Florida Southern College Life Member & Past President of the International Listening Association (listen.org) E-mail: bbnixon@seuniversity.edu Twitter: barbaranixon Skype: barbara.b.nixon Blog: publicrelationsmatters.com