Nearly everything I do in marketing has to do with the groundswell, the current movement of everything Web 2.0, blogs, viral, social networks and more. Or simply put, people + technology.
I also happen to live at ground zero for all this stuff, so when I spotted the spiraling lime-and-wasabi colored book at work and asked to borrow it, I knew it'd be an investment in timeliness and relevance.
What I like best about Groundswellis how authors Charlene Li and Josh Bernoff built out stories of real people facing the challenges of adopting groundswell in different ways, and each ending with actionable results you could act upon right now-- despite the fact that all the case studies are about established brands in the US. What I'll put to work right away are the concepts of measuring the effects of your groundswell efforts, as well as the perspective that groundswell is all about how people use technology for their conversations, socializing and learning-- especially, for their desire to connect.
There's also meaty Forrester stuff: a demographic analysis called social technographics which segments your audience according to social technology ladder of participation, a customer profile toolto calculate audience targeting against criteria which determine what kind of relationship you want to build with them, and all sorts of other useful bar graphs.
There's still a lot to know about the groundswell and what it means to you, but there is something to be said for just jumping in.
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