I’ve been thinking of writing a summary of Groundswell: Winning in a So, let’s jump right in; Charlene Li and Josh Bernoff (not “Bernhoff” as. Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. book. Charlene Li · Josh Bernoff. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring.

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In the ecosystem of participants, Creators are the least plentiful and arguably the most important.

Where and whatever channels beronff are using to talk about your organization or space, your organizational objective is to listen and learn. Well, Groyndswell and Bernhoff’s employer offers these services for a substantial amount undoubtedly. This last part of the POST process is deciding what technology will help you activate the community of people interested in your mission. The face of advertising and the consumer is changing. Retrieved March 28, If it’s mobilizing a group to help each other, Supporting would be right.

Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend? They may lightly participate on social media sites, like Digg, but mostly consume the videos, the posts and comments, podcasts, forum material, etc. As you can see, your task is to determine which of bernodf, talking, energizing, supporting, or embracing is the best way to facilitate the conversations that are already happening or needed between your audience members to bring about meeting your organization’s business objectives.

I’ll add some of their thoughts as well as my own. This has been a long post on the What and How of creating groundsweell social media plan written by Li and Bernoff. Collectors are those who collect and categorize content.


If you are in retail, marketing, or any type of business where people’s reviews can impact your revenue, then this book is a must-read. They find articles of groundsaell, submit the link to these sites, categorize the content, and leave it for critics and spectators to enjoy and comment on. Open how-to guides for progressive campaigners May 22, How does campaign innovation happen?

Retrieved March 27, Corporate executives struggle to harness the power of social technologies. Features of particular industries or companies can make direct groundswelo engagement more difficult. The biggest piece of advice from the authors is the consideration you must pay to how listening, talking, energizing, supporting, or embracing your audience can reach the outcomes you and your audience hope for. Contents part two tapping the groundswell. Will the social technologies be incorporated into your organization’s website of live offsite?

I’ll write a post groundswsll monitoring the various channels in the future.

Groundswell (book) – Wikipedia

Share on Twitter Tweet. I read it in the summer and was very impressed with their process for tapping into the participative web and how it naturally extended the social media framework that we’ve been building here at Groundsqell for over two years now.

You can start that conversation by creating videos, blogging, Twittering, participating in social networks like Facebook or creating your own social network. Other examples of collecting brrnoff tagging, subscribing to RSS news feeds, adding to del. If it’s donations to save children you’re looking for, perhaps it’s a mix of Talking and Energizing like Nothing But Nets.

How to Tap into Social Media — A Summary of Groundswell

Pages with login required references or sources Articles with a promotional tone from December All articles with a promotional tone Pages to import images to Wikidata. Retrieved March 25, This website was set up by the PLAN Institute to help people with temporary or permanent life challenges to coordinate beernoff network or friends and family around them for support.


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. If your organization isn’t new, there are bound to be some blog posts, articles, comments, some chatter about your organization.

He created the Technographics segmentation, a classification of consumers according to how they approach technology.

How to Tap into Social Media — A Summary of Groundswell | NetChange Consulting

Supporting is the tactic you want to employ if you want to facilitate technical, emotional, medical, whatever support within a community of people. For example, Walmart created a situation for itself when they created a Facebook group and negative comments bernff rolling in.

Their level of participation is limited to maintaining their profile, uploading pictures, linking to family and friend profiles, and the like. Other companies have been able to listen to and talk with the groundswell by building their own online communities.

Energizing people is done through providing features like review and rating systems, encouraging creators who like your organization or product or service to publish about you.

The Tyze website lets people schedule appointments, plan tasks, connect with others in the network, and connect with each other.

From Wikipedia, the free encyclopedia. They created Tyze to support their organizational imperative, “…create networks, develop resources, cultivate innovation and promote ebrnoff to foster the contribution of people who are isolated and marginalized. Other questions also need to be addressed. Reaching Younger Donors in a Web 2. Retrieved March 26, Read, highlight, and take notes, across web, tablet, and phone.