Citation: Marianna Sigala, () “Groundswell. Winning in a World Transformed by Social Technologies”, Journal of Consumer Marketing, Vol. 26 Issue: 2. Web , often referred to as social media, uses World Wide Web technology and web design to promote information sharing and collaboration among users. How do you get your organization to start using social technologies to become more innovative and productive? Where and with whom should you begin? We.

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Pages with login required references or sources Articles with a promotional tone from December All articles with a promotional tone Books with missing cover. The face of advertising and the consumer is transfomed.

When consumers you’ve never met are rating your company’s products in public forums with grouncswell you have no experience or influence, your company is vulnerable. Kevin Allison of the Financial Times praised the book for its focus on Web analytics: The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. By using this site, you agree to the Terms of Use and Privacy Policy.

Winning in a World Transformed by Social Technologies by Charlene Li & Josh Bernoff | Prophet Books

Please expand this article with properly sourced content to meet Wikipedia’s quality standardsevent notability guidelineor encyclopedic content policy. From Wikipedia, the free encyclopedia. Views Read Edit View history. Some companies distinguish their product through the use of social technologies. Other companies have been able to listen groundseell and talk with the groundswell by building their own online communities.


Groundswell: Winning in a World Transformed by Social Technologies

Features of particular industries or companies can make direct customer engagement more difficult. Retrieved March 25, Corporate executives struggle to harness the power of social technologies. Instead, customers are controlling the conversation by using new media to communicate about products and companies. The groundswell spread marketing messages through Digg and YouTube with a small budget and little marketing experience. Winning in a World Transformed by Social Technologies.

For instance, some companies must work within industry regulations, national or multinational corporations must balance corporate and local engagement, and other companies must find ways to engage with customers on time-sensitive issues. No eBook available Amazon.

Groundswell is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies.

Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend? The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign. Retrieved March 28, Charlene LiJosh Bernoff.

Retrieved Hransformed 31, Rransformed March 27, It was published in by Harvard Business Press. Retrieved March 26, Selected pages Title Technologjes. This page was last edited on 31 Augustat A revised edition was published in He created the Technographics segmentation, a classification of consumers according to how they approach technology. Retrieved from ” https: This article reads like a press release or a news article or is largely based on routine coverage or sensationalism.


Twitter, Facebook, blogs, YouTube groundswell winning in a world transformed by social technologies 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? Josh Bernoff is a vice president at Forrester Research and one of their ttansformed senior and most frequently quoted research analysts. The book attempts to explain a shift in the relationship between customers and companies, in which companies are no longer able to control customers’ attitudes through market research groundswell winning in a world transformed by social technologies, customer serviceand advertising.

This author is very insightful and she knows what she is talking about.