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Groundswell, Expanded and Revised Edition:…
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Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies (2011. Auflage)

von Charlene Li (Autor)

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Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers 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 Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to: · Evaluate new social technologies as they emerge · Determine how different groups of consumers are participating in social technology arenas · Apply a four-step process for formulating your future strategy · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image.… (mehr)
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Titel:Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies
Autoren:Charlene Li (Autor)
Info:Harvard Business Review Press (2011), Edition: Expanded, Revised ed., 352 pages
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Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies von Charlene Li

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“Groundswell” is a social trend where people use social technologies to get what they need.
People use these technologies by:
• Generating blogs, web content and podcasts.
• Connecting in social networks and virtual worlds.
• Collaborating in wikis and open source.
• Reacting in forums, ratings and reviews.
• Organizing content with tags.
• Accelerating consumption with RSS and widgets.
There are five main objectives (aligned with business functions) for participating in social technology such as Twitter:
• Listening (Research) – mentions of our company
• Talking (Marketing) – useful, helpful tweets
• Energizing (Sales) – finding people who write about you and re-tweeting
• Supporting (Support) – customer support
• Embracing (Development) – get ideas on how to improve products
“Don’t bother setting up a Twitter account and tweeting links to your press releases—you won’t get a whole lot of followers. Instead think about what you can offer that might get picked up and repeated by others.” (Groundswell, page 203)
There are different types of people using social technologies and our customer demographic might fall into the less active types such as spectators:
• Creators – may create blogs, websites, etc.
• Critics – participate in communities, blogs, commenting, etc.
• Collectors – bookmark websites
• Joiners – join communities e.g. Facebook
• Spectators – just read
• Inactives – don’t use social media at all
In summary, Groundswell recommends getting started with social technology because it’s already happening whether you’re participating in it or not. ( )
  JudyLynn | Jul 20, 2011 |
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Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers 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 Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to: · Evaluate new social technologies as they emerge · Determine how different groups of consumers are participating in social technology arenas · Apply a four-step process for formulating your future strategy · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image.

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