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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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Groundswell (book) – Wikipedia

It was published in by Harvard Business Press. The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign. Contents part two tapping the groundswell. The face of advertising and the consumer is changing.

Kevin Allison of the Financial Times praised the book for its focus on Web analytics: A revised edition was published in Retrieved March 25, Selected pages Title Page.

Pages groundswell winning in a world transformed by social technologies login required references or sources Articles with a promotional tone from December All articles with a promotional tone Books with missing cover.

Groundswell: Winning in a World Transformed by 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? Josh Bernoff is a vice president at Forrester Research and one of their most senior and most frequently quoted research analysts.

Retrieved March 31, Retrieved March 26, Please expand this article with properly sourced content to meet Wikipedia’s quality standardsevent notability guidelineor encyclopedic content policy. Winning in a World Transformed by Social Technologies.

Charlene LiJosh Bernoff. This author is very insightful and she knows what she is talking about. He created the Technographics segmentation, a classification of consumers according to how they approach technology.

Some companies distinguish their product through the use of social technologies. Retrieved March 27, My library Help Advanced Book Search. 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: Features of particular industries wprld companies can make direct customer engagement more difficult.

The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. This page was last edited on 31 Augustat By using this site, you agree to the Terms of Use and Privacy Policy. From Wikipedia, the free encyclopedia. For instance, some companies must work within industry regulations, national or multinational corporations transtormed balance corporate and local engagement, and other companies must find ways to technoloies with customers on time-sensitive issues.

Views Groundswell winning in a world transformed by social technologies Edit View history.

Retrieved March 28, 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 researchcustomer serviceand advertising. 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.

Retrieved from ” https: Other companies have been able to listen to and talk with the groundswell winning in a world transformed by social technologies by building their own online communities. Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend?

I am an avid user of the soicial networking and this book has validated some of my thoughts on facebook. When consumers you’ve never met are rating your company’s products b public forums with which you have no experience or influence, your company is vulnerable. 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.

No eBook available Amazon. It’s an unstoppable groundswell wunning affects every industry — yet it’s still utterly foreign to most companies running things now. Corporate executives struggle to harness the power of social technologies. This article reads like a press release or a news article or is largely based on routine coverage or sensationalism.