ISBN:
9781422143414
Language:
English
Pages:
1 Online-Ressource (xv, 332 Seiten)
,
Illustrationen
Edition:
Expanded and Revised Edition
Parallel Title:
Erscheint auch als Li, Charlene Groundswell
DDC:
303.4833
Keywords:
Online social networks Economic aspects
;
Information society Economic aspects
;
Online social networks-Economic aspects
;
Information society-Economic aspects
;
Electronic books
;
Unternehmen
;
Produktgestaltung
;
Soziale Software
;
Kundenbindung
;
Online social networks
;
Economic aspects
;
Information society
;
Economic aspects
;
Unternehmen
;
Produktgestaltung
;
Soziale Software
;
Kundenbindung
Abstract:
Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. 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 an all new introduction and chapters on Twitter and social media integration, you'll learn to: · Evaluate new social technologies as they emerge · Determine how different groups of consumers are participating in social technology arenas · Apply a four-step process for formulating your future strategy · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image.
Description / Table of Contents:
Understanding the groundswell -- Why the groundswell--and why now? -- Jujitsu and the technologies of the groundswell -- The social technographics profile -- Tapping the groundswell -- Strategies for tapping the groundswell -- Listening to the groundswell -- Talking with the groundswell -- Energizing the groundswell -- Helping the groundswell to support itself -- Embracing the groundswell -- Tapping the groundswell with Twitter -- The groundswell transforms -- How connecting with the groundswell transforms your company -- The groundswell inside your company -- Attaining social maturity -- The future of the groundswell.
Note:
Includes bibliographical references and index
URL:
Volltext
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