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| Authors: Charlene Li, Josh Bernoff
Publisher: Harvard Business School Press
Category: Book
List Price: $29.95
Buy New: $18.63
You Save: $11.32 (38%)
New (39) Used (8) from $18.63
Avg. Customer Rating:  40 reviews
Sales Rank: 306
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 224
Shipping Weight (lbs): 1.4
Dimensions (in): 9.1 x 6.5 x 1.2
ISBN: 1422125009
Dewey Decimal Number: 303.4833
EAN: 9781422125007
ASIN: 1422125009
Publication Date: April 21, 2008
Availability: Usually ships in 1-2 business days
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| Customer Reviews:
 Several books rolled into one May 31, 2008
1 out of 1 found this review helpful
If you want to get a handle on new marketing technology and techniques, you couldn't do better than to start here. "Groundswell" covers a lot of ground!
1. A clear, concise overview of what the groundswell phenomenon is all about, how and why companies must understand and leverage it, and all the particular elements of the groundswell universe. If you're confused about the differences between a wiki, a forum, a chat room, and a blog, this book will clear it up for you.
2. Useful statistics (supplied by Forrester) on who's using the Web, where, and for what. How many Americans are reading blogs? How many Germans participate in online forums? Find out here.
3. A wide array of case studies that demonstrate how B2B and B2C firms are using (and misusing) groundswell strategy and tactics. Here you learn how to identify your groundswell market and what you need to do to engage it.
4. A fascinating and instructive look into the groundswell future.
This book should help "new marketing" novices and experts alike. The conversational and simple writing style makes every one of their ideas accessible, and their high level perspective is broad enough in scope that even experts should learn something new.
Worth Every Penny May 25, 2008
1 out of 1 found this review helpful
If you are familiar with social networking this book is definitely for you. The statistics alone make the book worth every penny. If you're not familiar with social networking I would recommend starting with Wikinomics then read Groundswell.
This is the One to Understand What's Happening May 22, 2008
3 out of 3 found this review helpful
Having been in the online industry for almost 20 years, (that's not a typo, it's twenty), I've come across a lot of self-proclaimed pundits.
This is one of the few books out there that's fairly well packed with insight and common sense backed by real research. To be sure, there's some anecdotes filling up some pages, but unlike a lot of recent pundit press, there's way more ideas/facts/analysis then filler.
I'm not saying I wholly agree with everything. The technographics profile has a ton of value, yet at the same time, it's not the only lens things should be seen through. (Not that the authors suggest that mind you; just that this profile is very much applied to most things they look at.)
One thing I really like about the book is how they handle the Enterprise view of the world. In a lot of web conferences and meetings I attend, the digerati spend a lot of time talking to ourselves. Early adopters often forget there's a whole large crowd out there that have issues they've not considered. Li and Bernoff, on the other hand, work both in the Web point x world as well as the real world of traditional business.
To understand what's happening today in online computer mediated communications, the best way to "get it" is to actually participate. Use the social tools, the chat tools, the forum tools, and so on. And to get the high level view there's the seminal Cluetrain Manifesto, Wikinomics, Naked Conversations, anything by John Hagel and more. But if you can only get one book right now to get a sense of social media as it relates to consumers, enterprise, and so on, this is it.
Scott
 Great primer for those just tuning in May 18, 2008
1 out of 1 found this review helpful
While the book did not breach a whole lot of new ground IMHO, it is a great overview of today's social media landscape. I was already familiar with several of the cases and I work for a company who already uses at least one of the vendors given props in the book (bazaarvoice for product reviews,) but the framework the book lays out is straight-forward and gives plenty of ammo to jump-start the engagement conversation in any organization.
I'm looking forward to passing this book around to peers and bosses alike to give them a taste of the groundswell Kool-Aid I'm already consuming in gulps. Thanks for a great resource!
The Book Steve Ballmer Needs to Read May 17, 2008
10 out of 30 found this review helpful
Edit to state that URL for why Ballmer needs to read this book is in Comment section.
This book was given to me as a gift, along with Leave 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 other similar shops that produce cookie cutter products. I am very glad I was given this book. I was deeply impressed from page one and continually gratified 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 address "true costs" and honor the triple-bottom line (profit, economic and social justice, and zero environmental footprint: 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 creates a national blog to address 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 presented in a cutesy box fashion but woven 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 think 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 interesting 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 those 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: Making of a Manchurian Candidate.
Because of this book I have decided to shift all of my online activity to Citizens-Party.org, leaving Earth Intelligence Network as an archive. My intent is to inspire individual public intelligence minutemen (and women) who can disclose the true 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.
Other 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 Breakthrough!: 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 Ideas, Updated Edition
Collective Intelligence: Creating a Prosperous World at Peace
See also the images above under the book cover. Peace--and prosperity--in our time.
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