1. groundswell: winning in a world transformed by social technologies Charlene Li Josh Bernoff A Social Media Knowledge Benchmark Vanessa Barretto Marketing 6900A Fall 2009

2. Summary: Overview Li and Bernoff use the term “groundswell” to refer to the social media phenomenon of people connecting through technology, building communities and giving strength to each other. Groundswell takes the form of a how-to guide, targeting the business community with the purpose of explaining what social media is, how it is changing the way companies interact with consumers and how business can use the groundswell to their advantage.

3. Summary: Key Points/Arguments Threat to institutional power Using the groundswell to your advantage Success = POST: People: social technographic profile Objectives: listening, talking, energizing, helping, embracing Strategy: how do you want relationships with customers to change? Technology: how they work, participation, how they enable relationships, how they threaten institutional power, how you can use them Groundswell within companies

5. Examples/applications

6. Statistics (International)

8. Sales pitch for Groundswell and Forrester

9. ROI

10. Examples

12. Good support of POST with examples and market research

13. Good reference of different technologies

14. Lacking theoretical research regarding SMM

15. Poor evidence regarding ROI

17. SMM Focused Takeaway: Marketing Application Li, Charlene and Josh Bernoff., groundswell: winning in a world transformed by social technologies. Boston, Massachusetts : Harvard Business Press,. 2008. Print.

18. SMM Focused Takeaway: Understanding of Social Media groundswellA social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations. Summary: technology & people (Li, Bernoff, 9). Criteria (Li, Bernoff, 36-37): Does it enable people to connect with each other in a new way? Is it effortless to sign up for? Does it shift power from institutions to people? Does the community generate enough content to sustain itself? Is it an open platform that invites partnerships? Understanding Your brand is what customers say it is Take the time, be strategic POST Commitment, action, reward Li Charlene and Josh Bernoff., groundswell: winning in a world transformed by social technologies. Boston, Massachusetts : Harvard Business Press,. 2008.

19. Thank You! Any Questions?