Reflection of Chapter 1-4

What is the Groundswell?

Usually, the definition of groundswell is a broad deep undulation of the ocean caused by an often distant gale or seismic disturbance.

Now, Charlene Li and Josh Bernoff wrote the book” Groundswell：winning in a world transformed by social technologies “in 2006. This book main explains how the social media impact the marketing, and become a form of social media marketing. With the technology development, social media has already ubiquitous in our life, of course, the influence of online marketing surroundings us. Charlene Li and Josh Bernoff put forward the theory about: the groundswell is like any other activity, and groundswell thinking is like any other complex skill- it takes knowledge, experience, and eventually, enlightenment.  

Gidd and aacs la is emblematic.

In chapter 1, authors discuss a case from the digg.com. The Internet connects people more closely, to feel unafraid, and to be powerful.  Users can comment and reprint messages, and sometimes we don't even know who the other person is. In addition, the online world swamped the offline world, compared with the traditional media, digital media more like virus to spreading rapidly. It's hard to delete information when information be uploaded to the Web. Even if the original site is deleted, will not other users copy on other sub-sites, the web is a large cobweb, web all the information

Moving to chapter 2, we told about different methods and applications of online communications in the groundswell. The most attention, they want to emphasize is not only how to use the technology, truly, the technology is constantly developing, and we need to more care what is the goal. What do you want to communicate with your customers to achieve the ultimate goal? That is the purpose of the social technographics refers to the people-to-people activities in the groundswell.  Li and Bernoff recommend “[taking] a step back and [asking] yourself, ‘what are my customers ready for?’ and then ‘what are my objectives’? Once you know that, then you can start planning” (67).

The difference of technographics profile for different customers’ group, depending on ages, genders or different culture backgrounds. Your strategy must also account for how groups differ. One great example is brought up in chapter 3, according to the research of  Tormod Askildsen.  There are 5 percent to 10 percent of Lego’s sale belonging to the AFOLS.  AFOLS prefer to congregate online, so the groundswell is an effective way to attract them” (39).

Groundswell strategies

Success depends on a beacon to go toward—a reason to enter the groundswell. (70) chapter 4 main wrote about strategies. There are five objectives that companies can pursue in the groundswell, including listening, talking, energizing, supporting and embracing. Listing others is significant, not only make a research. At same time, making an efficient communication, this is an interaction between your customers and you rather than outbound communications to your customers. Indeed, You should be full of enthusiasm to promote your products, and, so that your customers also become your support, drive the sale of goods.