December 17, 2010

Groundswell by Charlene LI & Josh Bernoff

This book provide many examples of how customer rule the product and this behaviour - that authors call as ‘Groundwell’ - can threaten institutions like companies and brands. Institutions should understand the power of the customer and tap the strength of the customer base using groundwell to strengthen their brand and penetrate to mass market.

[I find the book looks very good, if I read it few years. Now, we all know what is this and hence lacks relevance; hence I am not write the review in detail]

It covers, the following
Why teh groundwell and why now?
Jujitsu and the technologies of the groundwell
The social technographics profile
Strategies for tapping the groundwell
Listening the groundwell
Talking with groundwell
Energizing the Groundwell
Helping the groundwell support itself
Embracing the groundwell
How connecting with the groundwell
The groundwell Inside your company
The future of the groundwell

In the next-gen social technologies, the relationship it builds overrule the power of the technoogy. Following are some of the checkpoints:

1. Does it enable people to connect with each other in new way?
2. Is it effective to sign up for?
3. Does it shift from institutions to people?
4. Does the community generate enough content to sustain itself?
5. Is it an open platform that invites partnership?

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