Groundswell: Winning in a World Transformed by Social Technologies
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Product Description
Corporate executives are struggling with a new trend: people using online social technologies (blogs, social networking sites, YouTube, podcasts) to chat about products and companies, write their own news, and find their own deals. This wave is global, it s unstoppable, it affects every industry and it s utterly foreign to the powerful companies running things now.
When patrons you ve never met are rating your company s products in public forums with which you have no experience or influence, your company is vulnerable. In Wave, Charlene Li and Josh Bernoff of Forrester, Inc. clarify how to turn this threat into an opportunity.
Using tools and data straight from Forrester, you ll learn how to:
-Evaluate new social technologies as they emerge
-Determine how different groups of patrons are participating in social equipment arenas
-Apply a four-step process for formulating your future strategy
-Erect social technologies into your business including monitoring your brand value, talking with the wave through marketing and PR campaigns, and energizing your best customers to recruit their peers
Timely and insightful, this book is required reading for executives seeking to protect and strengthen their company s public image.
“Wave is jammed with huge thoughts, useful tales, and quotable stats. This is the new manufacturing revolution. Are you on board?”
-Seth Godin, leader, Meatball Sundae
“This book will rock your world, if social equipment hasn’t rocked it already. It’s a tsunami of unstoppable force. Amazon, Procter & Gamble, Facebook, Google, and Dell are profiting from the crest of the wave. Are you? Li and Bernoff are the apostles of the tsunami. This book will be your bible.”
-Scott Cook, Founder and Chairman of the Executive Committee, Intuit
Wave provides practical advice on how to stay nimble and flexible in an ever-morphing digital world. Enabling your company to respond to change quickly especially when talking to and supporting your patrons is essential for business success.
-Cathie Black, President, Hearst Magazines
“The first phase of the Internet was about getting everyone connected. In this next phase, which changes the way we work, live, play, and learn, we re starting to realize the value of persons relations as well as the new communications and experiences persons interactions lead to the human network. Wave effectively documents this shift and underscores the opportunities available to all from this major market transition.”
-John T. Chambers, Chairman and CEO, Cisco
“Heed the Wave! It’s critical reading and helped us master the new dynamics of social media.”
-Christina Norman, President, MTV
“Wave is a comprehensive look at the tidal wave of change engulfing marketers. Nobody should attempt to engage the newly empowered and emboldened consumer lacking first hearing what Li and Bernoff have to say on the theme.”
-Clark Kokich, CEO, Avenue A | Razorfish
“Social technologies and the wave impact every business and organization worldwide. Li and Bernoff have written an insightful book that takes a refreshing research-driven approach to helping businesses transform themselves and successfully navigate this new dynamic landscape.”
-Steve Rubel, Senior Vice President, Edelman Digital, and columnist for Publicity Age
Buy Cheap Wave: Winning in a World Transformed by Social Technologies Online
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Edit to state that URL for why Ballmer needs to read this book is in Comment section.
This book was agreed to me as a gift, along with Place Us Alone: Getting the Government’s Hands Off Our Money, Our Guns, Our Lives, and the fact that the guy giving me the books is one of two smartest people I know caused me to jump these two books to the top of my week-end stack.
I normally do not buy books coming out of Gartner or Forrester or additional similar shops that produce cookie cutter products. I am very glad I was agreed this book. I was deeply impressed from page one and continually thankful and astonished as the level of detail as the book progressed.
This is a graduate course in New Age Marketing, and the only thing this book does not have is the need to take up “right costs” and honor the triple-bottom line (profit, economic and social justice, and zero environmental trace: memes are cradle to cradle, sustainable design, green to gold).
The book’s bottom line: it’s about LISTENING to PEOPLE, not about the technologies. The Presidential candidate that dismisses all their advisors and makes a national blog to take up the ten high-level threats to mankind, the twelve policies that must be harmonized, and how nothing we do matters unless we give Brazil, China, India, Indonesia, Iran, Russia, Venezuela, and Wild Cards like the Congo a model for avoiding our mistakes while achieving our quality of life, should win. Then they can come to Chicago on Lincoln’s birthday and participate in the Citizens’ SUmmit being organized by Joseph McCormick, a co-founder and guiding light for Reuniting America (110 million strong and growing).
I am very impressed by the examples, and the fact that they are not open in a cutesy box fashion but natural fiber into the text.
The authors provide numbers that show how an investment in executive blogging and nurturing customers and partners can give back at least 150% if not more (I reflect it is closer to 5 to 1 RoI), and on the basis of the totality of the book, I take their word for it. I take this to the next level and would point out that the US Government investment of our dollars in “Strategic Communication” will continue to be a failure because no amount of “PR” is going to overcome the reality of our overbearing presence everywhere.
Very appealing to me was the authors’ information, including tables, that shows that Republicans and Independents are not as active in the Web 2.0 environment, and this should be cause for concern among persons who wish to challenge the shiftless Democrats and their smoke and mirror enthusiasm for Senator Obama, who is NOT transparent at all (see my review of Obama – The Postmodern Coup: Building of a Manchurian Candidate.
Because of this book I have chose to shift all of my online activity to Citizens-Party.org, leaving Planet Intelligence Network as an archive. My intent is to inspire individual public intelligence minutemen (and women) who can tell the right costs of all products and services, and help us bring to bear the full diversity of public opinion on such controversial matters as the proposed $700 billion bailout of Wall Street speculators.
Additional books I recommend:
Blessed Unrest: How the Largest Social Movement in History Is Restoring Grace, Justice, and Beauty to the World
A Power Governments Cannot Suppress
Society’s Leap forwards!: Releasing Essential Wisdom and Virtue in All the People
The Wealth of Networks: How Social Production Transforms Markets and Freedom
The World Cafe: Shaping Our Futures Through Conversations That Matter
Escaping the Matrix: How We the People can change the world
How to Change the World: Social Entrepreneurs and the Power of New Thoughts, Updated Edition
Collective Intelligence: Making a Prosperous World at Peace
See also the images above under the book take in. Peace–and prosperity–in our time.
Reader’s Rating: 5 / 5
It’s a excellent review of buzz/content/wom. A small too “text booky”, Jaffy’s book is better.
Reader’s Rating: 3 / 5
I have this book for an extension class in social media marketing-, but I prefer books with point techniques like Social Media Marketing–in hour a day. This book supposedly has the advantage that it is not equipment-point, but of course, it is to some exten.
I have a slew (slough?lol) of books like this, some excellent and some not so fantastic.
You could do worse.
Alex Maas
a.maas@cox.net
Dolphin’s Treasure Trove on Amazon
Reader’s Rating: 3 / 5
fantastic book, very helpful…especially on the new tools and technologies emerging…this will change everything, larry weber, leader of marketing to the social web…..
Reader’s Rating: 4 / 5
Wave offers a succinct guide to the new Marketing. After reading this book, with its case studies and detailed statistics, one will be convinced (if they weren’t already) that social networking is the future of marketing, not the latest fad. One of the sections I establish the most insightful was the breakdown, by roles, of the various social networkers. A valuable read for anyone involved in any aspect of marketing or follower of cultural trends.
Reader’s Rating: 3 / 5