1. Week 2
Communica1on Technology Development
Groundswell
Joanne Tjahyana, S.Kom, M.Mm

2. Groundswell (defini1ons)
A social trend in which people use technologies to get the
things they need from each other, rather than from tradi1onal
ins1tu1on like corpora1ons
( Bernoff and Li, 2008 )

3. Groundswell (examples)

4. Groundswell 3 Forces
People
Technology Economics

5. People
• Always depended on each other
• Drawn strength from each other
• People’s desire to connect
• Computer Mediated Communica1on

6. Technology
• New Media
• Interac1ve technology
• Web 2.0

7. Technologies of the Groundswell
• People crea1ng
• People connec1ng
• People collabora1ng
• People reac1ng to each other
• People organizing content
• Accelera1ng consump1on

8. People Crea1ng
(User generated content, blog, microblog, podcast)

9. People Connec1ng
(Social Networks and Virtual Networks)

10. People Collabora1ng
(Wikis and Open Sources)

11. People reac1ng to each other
(Forums, Ra1ngs, Reviews)

12. People organizing content
(Tags)

13. Accelera1ng Consump1on
(RSS, Widgets)

14. Economics
• Online economics
• Traffic equals money
• Google AdSense
• Facebook Ad

15. References
• Li, C. and Bernoff, J. (2008). Groundswell:
Winning in a world transformed by social
technologies. USA: Harvard Business.