Chris
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In case you haven’t noticed, I haven’t spent much time on this blog as of late. But by no means have I not been interwebing. My latest project is drumFunny.com. I’ve always had a passion for percussion and making people laugh, so this is it all rolled into one. Hope you enjoy!
Add comment New post on chrisaleone.com talking about American Airlines lawsuit of a competitor’s targeted PPC keyphrases. Check it out!
What is the groundswell? The authors define it as “a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”
The groundswell is about the trend happening online. People..err, interwebers, are using social media tools to connect with each other in various ways - ways that are creating opportunities for some companies while threatening others.
Blogs, member driven news sites like Digg, social networks like myspace and Facebook, user generated content sites like Youtube and Flickr, del.icio.us and wikipedia are all part of this groundswell.
Groundswell reinforces that this is not a bubble that can burst, rather, it’s an “important, irreversible, completely different way for people to relate to companies and each other.”
As powerful of tools as social technologies are, you learn that it’s the power of the “almost-always-connected” people that make the groundswell such a dominant and altering force.
Ok - so how do I use/work with the Groundswell? Great question! And this is an important point: Utilizing the groundswell is not about controlling, but rather using the social media technologies as a way to listen, promote, and innovate a company’s offering. Think of it like the ocean: you can’t control the currents or the waves, but you can still use them to your advantage in getting to where you ultimately want to go…or you end up drowning somewhere off course :p
As a reader/subscriber to Interwebers, you’ve probably heard of almost every social technology discussed in Groundswell. What you’ll learn is how these tools are fundamentally changing businesses and how our collective interwebing voice is being used to sculpt a better tomorrow.
The majority of the book is made up of real world stories with real people. This helps make the book fun and digestible. If you have any kind of marketing role in your company, you’ll be inspired chapter after chapter with ways to improve your company and your client’s online marketing strategy.
Even if you think you’ve got the whole “social networking” thing figured out, you can learn a lot from Groundswell especially if you have a role in some kind of business.
Groundswell is available through all major online book retailers and is distributed through the Harvard Business Press.
About the authors:
Charlene Li is one of the leading voices in the area of social computing and Web 2.0 through her work over the past nine years with the respected technology and market research company Forrester Research. An accomplished and frequently requested public speaker, she often appears at industry events and delivered the keynote speech at Forrester’s Consumer Forum in 2007.
Josh Bernoff is one of America’s most prominent and widely quoted technology analysts. Josh has been a Forrester Research analyst for thirteen years and is currently a vice president at the technology and market research company. He created the Technolographics segmentation, the foundation for Forrester’s worldwide consumer survey business since 1997. Josh’s analysis aims aims at a deeper understanding of people, how they use technology and how that affects business. He shares a blog with Charlene Li at forrester.com/groundswell.
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“The Moonwalking Bear: What Traditional Business Really Need to Know About Web 2.0,” taught us it’s easy to miss something when you’re not looking for it. This session focused on the success factors and organizational principles necessary in building a successful Web 2.0 strategy, as well as the pitfalls, or ‘deadly sins’ made by organizations failing to make the jump in the Web 2.0 world. The deadly sins are:
1) We would never let our customers talk to each other
2) I don’t understand - this (approach) worked before
3) I don’t want to create a community to listen to our customers bitch
4) I just commissioned a $1m customer research project (that will take a year to see)
5) My intellectual property, my precious
6) How do I stop the bad talk?
Lessons to take away:
1) Listening beats talking
2) Relationships beat transactions
3) Open beats closed
- Organizational boundaries are becoming permeable
- Workforce exists outside your workplace
- Value chain’s more complex
The session boiled down to shifting your focus. The deadly sins are synonymous with Seth Godin’s metaphor for a meatball sundae in that you can’t apply old hat strategy to the new world of Web 2.0. You also need to be aware of what’s our there and what’s being said about YOUR company. Everything you find (good or bad) can be used to your advantage, so long as you know it’s there…
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Hope everyone enjoyed Interwebers’ live reporting from Web 2.0. Watch your feeds for some great new posts coming soon.
Now up: http://twitpic.com/c8va
Now up: what would Google do?
Armano: http://twitpic.com/c7vc
