| 词条 | Groundswell (book) |
| 释义 |
| name = Groundswell: Winning in a world transformed by social technologies | title_orig = | translator = | image = Groundswell (book).jpg| caption = | author = Charlene Li and Josh Bernoff | illustrator = | cover_artist = | country = United States | language = English | series = | subject = Social Technology | genre = Non-fiction | publisher = Harvard Business Press | release_date = 2008 | english_release_date = | media_type = | pages = 286 | isbn = 978-1-4221-2500-7 | dewey= 303.48/33 22 | congress= HC79.I55 .L48 2008 | oclc= 172980082 | preceded_by = | followed_by = }} 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. It was published in 2008 by Harvard Business Press. A revised edition was published in 2011. 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, customer service, and advertising. Instead, customers are controlling the conversation by using new media to communicate about products and companies. SynopsisThe groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively.
Groundswell in actionExamplesSome companies distinguish their product through the use of social technologies. Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend? The groundswell spread marketing messages through Digg and YouTube with a small budget and little marketing experience. Other companies have been able to listen to and talk with the groundswell by building their own online communities. Procter & Gamble created beinggirl.com to introduce girls to P&G feminine care products. The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign. RisksFeatures of particular industries or companies can make direct customer engagement more difficult. 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.[3] ReceptionKevin Allison of the Financial Times praised the book for its focus on Web analytics: "[Groundswell] is not so much a manifesto or a dissection of online culture as it is a how-to manual for executives and mid-level managers trying to navigate this fast-changing and often confusing environment."[4] The book won the American Marketing Association Foundation’s Berry-AMA Book Prize for best marketing book of 2009.[5] It was also listed by:
References1. ^{{cite web | last = Klaassen | first = Abbey | title = 'Groundswell' Gains a Following | publisher = AdAge | url= http://adage.com/article/ad-and-marketing-book-reviews/groundswell-gains-a/128179/ | date = July 3, 2008 | accessdate = March 28, 2012 }} 2. ^{{cite web | last = Arthur | first = Lisa | title = Are Companies Giving Up on Social Media? | publisher = Forbes | url= https://www.forbes.com/sites/lisaarthur/2011/11/01/are-corporations-giving-up-on-social-media/ | date = November 11, 2011 | accessdate = March 31, 2012}} 3. ^{{cite web | last = Kim | first = Peter | title = The Groundswell Rises Again | publisher = SocialMediaToday | url= http://socialmediatoday.com/peterkim/302489/groundswell-rises-again | date = June 2, 2011 | accessdate = March 26, 2012 }} 4. ^{{cite web | last = Allison | first = Kevin | title = Book Review - Groundswell: winning in a world transformed by social technologies | publisher = ft.com | url= http://www.ft.com/intl/cms/s/0/df986d32-267e-11dd-9c95-000077b07658.html#axzz1qBHAFpIR | date = May 21, 2008 | accessdate = March 27, 2012 }}{{registration required}} 5. ^{{cite press release |url=http://www.themarketingfoundation.org/Berry_Book_Prize_2009.html |title=Berry/AMA Book Prize Winner |publisher=American Marketing Association |date=October 15, 2009|accessdate=March 25, 2012}} 6. ^{{cite web| title = Best Books of 2008: Business and Investing| url = https://www.amazon.com/gp/feature.html/ref=amb_link_7803252_4?ie=UTF8&plgroup=1&docId=1000295911&pf_rd_m=ATVPDKIKX0DER&pf_rd_s=left-1&pf_rd_r=0EGNHG95SXNNWS2E5FKA&pf_rd_t=101&pf_rd_p=457473601&pf_rd_i=1239030011| year = 2008| accessdate = March 25, 2012}} 7. ^{{cite web | last = CIOInsight | title = Top 10 Business-Tech Books of 2008 | url=http://www.cioinsight.com/c/a/Books/Top-10-BusinessTech-Books-of-2008/ | date = January 16, 2009 | accessdate = March 25, 2012 }} 8. ^{{cite web | last = Cone | first = Edward | title = 10 Insightful Web 2.0 Books | publisher = CIOInsight | url= http://www.cioinsight.com/c/a/Books/10-Insightful-Web-20-Books/ | date = November 10, 2008 | accessdate = March 25, 2012 }} 9. ^{{cite web | last = Hempel | first = Jessi | title = 3 best Web books of 2008 | publisher = CNNMoney | url= http://money.cnn.com/2008/12/24/technology/hempel_books.fortune/ | date = December 26, 2008 | accessdate = March 25, 2012 }} 10. ^{{cite web | last = Kinsey | first = Matt | title = Books You Should Have Read | publisher = Advertising Age | url= http://adage.com/article/print-edition/book-tens-books-read/133222/ | date = December 15, 2008 | accessdate = March 25, 2012 }} 11. ^{{cite web | last = Jana | first = Reena | title = Books You Should Have Read | publisher = Bloomberg Businessweek |author2=Matt Vella | url= http://www.businessweek.com/innovate/content/dec2008/id20081215_635136.htm | date = December 15, 2008 | accessdate = March 25, 2012 }} 12. ^{{cite web| title = Best Business Books 2008: s+b’s Top Shelf| publisher = strategy+business| url = http://www.strategy-business.com/article/08408a?_ref=http://www.charleneli.com/groundswell/| date = November 25, 2008| accessdate = March 25, 2012}}{{registration required}} 13. ^{{cite web | last = Taylor | first = Catherine | title = Best Business Books 2008: Marketing | publisher = strategy+business | url= http://www.strategy-business.com/article/08408d | date = November 25, 2008 | accessdate = March 25, 2012 }}{{registration required}} External links
| url = http://www.businessweek.com/mediacenter/podcasts/innovation/innovation_05_27_08.htm | title = The Social Media Groundswell | website = businessweek.com | publisher = Bloomberg Businessweek | host = Charlene Li | date = May 27, 2008 | time = 18:44:22 EDT | accessdate = March 28, 2012 }}
4 : 2008 non-fiction books|Marketing books|Books about the Internet|Social media |
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