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The Internet is your Marketing Department

Groundswell_book

“Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you in social networking sites like Facebook. These are all elements of a social phenomenon — the groundswell — that has created a permanent, long-lasting shift in the way the world works.”

GROUNDSWELL (Charlene Li & Josh Bernoff)


If you are reading this blog then you have a clue about the Groundswell that Charlene & Josh detail in GROUNDSWELL. Others you know in the office are probably clueless about this Groundswell. They have no clue about the power to be unleashed from embracing the Groundswell. They do not realize the Internet is your marketing department.

GROUNDSWELL is the definitive guide to what is happening now in the citizen marketer online world we live, work, and frolic in. You’ll learn about the online tools people use and the motivations for why people participate in the Groundswell. You’ll also gain access to previously super-spendy analysis reserved for Forrester clients … such as … ROI of an Executive Blog, ROI of Online Ratings/Reviews, and ROI of Online Community Forums.

Charlene & Josh refresh some of their smartest blog posts in GROUNDSWELL. They’ve written about the Social Technographics ladder before, but the updated analysis in the book will help you better understand the motivations and activities of consumers today. And, their easy-to-understand P.O.S.T strategy to participating in the Groundswell will help many in demystifying how to get started using online media to connect with customers.

GROUNDSWELL is must-read material for all Marketing Managers and Marketing Directors who want to use the power of the Internet as an extension of their marketing department.

[Prerequisite reading includes: THE CORPORATE BLOGGING BOOK (Debbie Weil) and CITIZEN MARKETERS (McConnell & Huba).]

7 Comments

  • Steve Poppe says:

    John, have you read the book? I’m eager to know what you think. I dig Charlene’s work but sometimes wonder about some of the premises, which feel a little marketing 1.0.

  • Steve … I’ve read GROUNDSWELL. I’m highly recommending it, that’s why I wrote the folllowing in the post:”GROUNDSWELL is the definitive guide to what is happening now in the citizen marketer online world we live, work, and frolic in. You’ll learn about the online tools people use and the motivations for why people participate in the Groundswell. You’ll also gain access to previously super-spendy analysis reserved for Forrester clients … such as … ROI of an Executive Blog, ROI of Online Ratings/Reviews, and ROI of Online Community Forums.””GROUNDSWELL is must-read material for all Marketing Managers and Marketing Directors who want to use the power of the Internet as an extension of their marketing department.”

  • jer979 says:

    John,Seems like we’re on a similar trajectory. I just reviewed Groundswell on my blog today also.Agreed w/much of your post…and you did a better job of titling! that’s why you are the guru.

  • Rich...! says:

    Just grabbed the audible book, will let you know how that version ‘reads’.Cheers bro…!

  • Andrew Lyn says:

    Hey Rich… Did you read it completely… How it is???? I am planning to grab a copy now… Anyone tell me about this please…

  • Jacob says:

    I’ll be checking out groundswell just as soon as I can get it sent to germany! Interesting…

  • I’ll be checking out groundswell just as soon as I can get it sent to germany! Interesting…