books by Charlene Li (transformed groundswell activities)

books by Charlene Li

books:

Groundswell: Winning in a World Transformed by Social Technologies

43 reviews
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

Slice of perfection
Recently, I've read a number of books on social media and this is by far the best. The people at Forrester have always done a great job at analyzing topics and using a bit of alchemy to make their findings accessible to a wide range of readers - this is no exception. While other books tend to be geared towards marketing professionals that are scrambling to figure out how to harness the online ...

Jujitsu and the Technologies of the Groundswell: Understanding the World of Social Technologies
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

The threat that social technologies present to businesses and other institutions is real, and the groundswell is unstoppable--but hope is not lost if your company can learn about and harness the forces at work in the new online world. In this chapter, the authors describe the component technologies of the groundswell, showing both how they threaten companies and how you can use them to your advantage.

Energizing the Groundswell: Tapping into the Power of Word of Mouth Online
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

An energized customer can become a viral marketer, spreading brand benefits to his or her contacts without any cost to the company. This chapter illustrates how to energize the groundswell, inspiring your best customers and turning them into word-of-mouth machines using key techniques like ratings, reviews, and communities.

Strategies for Tapping the Groundswell: Leverage Social Technologies
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

Companies know they need to become part of the social networking space, but are often nervous about how to do it. This chapter offers instruction in clarifying your objectives for entering the groundswell and introduces a four-step process for creating online strategies in the era of social technologies.

The Social Technographics Profile: Grouping Customers Based on Online Activities
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

To truly understand the world of social technologies, you need to dissect and quantify the dynamics that separate different participants in the groundswell. This chapter describes a key data tool that allows you to examine any group of people--Australians, first-time moms, or your customer base, for example--and see how that group is participating in the groundswell.

Listening to the Groundswell: Using Social Technologies for Research
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

What do your customers think your brand is about? Consumers in the social technologies universe are leaving clues about their opinions, positive and negative, on a daily or even hourly basis. This chapter shows you how to gain profitable insight from listening to the groundswell.

The Groundswell Inside Your Company: Using Social Technologies to Engage Employees
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

Employees are a natural constituency for fostering social connections. This chapter examines how the same trends that inspire customers in the groundswell can also empower employees in your company through the use of wikis, blogs, and social networks.

The Future of the Groundswell: How Advances in Social Technologies Will Continue to Shape Business
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

Social technologies are exploding--they're cheap and easy to create and improve, they tap into the Internet advertising economy, and connect people who naturally want to connect. In this chapter, the authors turn their attention to what the future of the groundswell will look like, how it will affect companies, and what you should do to prepare.

Embracing the Groundswell: Innovating with Help From Your Customers
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

Whether you're ready or not, customers have become an important part of product and process improvement. This chapter describes practical ways to tap into your customers to help you innovate now, increasing the chances of developing something your customers want.

Why the Groundswell--and Why Now?: Social Technologies Are Here to Stay
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

People's desire to connect, new interactive technologies and online economics have converged to usher in a new era where the online world is now fully integrated into all elements of business and society. This chapter illustrates the threat that this groundswell poses to companies and brands, arguing that while you can't stop it, you can understand it and even thrive in it.

How Connecting with the Groundswell Transforms Your Company: Embracing Social Technologies in Your Business
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

Keeping the customer at the center of your organization sounds so logical, so easy--but in reality, deeply ingrained priorities and marketing and customer service practices make the transition to integrating social technologies into your business difficult. This chapter examines how organizations can master the key elements of groundswell thinking to transform the way their companies work with customers.

Talking with the Groundswell: Using Social Technologies for Marketing and PR
Charlene Li, Josh Bernoff

Harvard Business School Press, 2008

In a world dominated by social technologies, traditional marketing no longer dictates customer behavior--people learn from and influence each other. This chapter shows you how to use the groundswell to talk with your customers, using new marketing and PR techniques like user-generated video, blogging, and building communities.