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HBSP (USA)
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The Social Technographics Profile: Applying Social Media Demographics to Your Business Strategy
Li, Charlene; Bernoff, JoshBook Chapter HBS-8340BC-EThe world is not completely flat: people in India don't use the same social networks as people in Germany. And people in Germany don't use the same social networks as people in the United States. But the fundamental emotions that drive people to the groundswell-the desire to connect, to create, to express opinions, and to help each other-are universal. To truly understand how social media users operate-and affect businesses-you need to dissect an...Starting at €8.20
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Jujitsu and the Technologies of the Groundswell: Understanding Social Technologies and Turning Them to Your Advantage
Li, Charlene; Bernoff, JoshBook Chapter HBS-8339BC-EYou probably know that the groundswell-the global phenomenon in which people use social media technologies to get the things they need from one another rather than from businesses and institutions-threatens to undermine the control on which many organizations are built. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff show how you can turn the groundswell to your advantage, much the way a jujitsu master turns the force ...Starting at €8.20
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Why the Groundswell-and Why Now: Social Technologies-A Call to Action for Your Business
Li, Charlene; Bernoff, JoshBook Chapter HBS-8338BC-EYour company's customers are talking about your brand right now, on Facebook and Twitter, probably in ways you haven't approved and wouldn't like. Your support representatives' conversations with customers will show up on YouTube, and so will your TV commercials, intercut with sarcastic commentary. This movement-the "groundswell"-comes from a thousand different sources and washes over traditional businesses like a flood. And while you can't stop ...Starting at €8.20
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The Future of the Groundswell: How Advances in Social Technology Will Continue to Shape Business
Li, Charlene; Bernoff, JoshBook Chapter HBS-8363BC-ESocial technologies are exploding. They are embedded within every activity, not just on computers, but also on mobile devices and in the real world. This is the ubiquitous groundswell. What does that mean exactly? In this chapter, social media strategy leaders Charlene Li and Josh Bernoff forecast the next steps in the groundswell trend. You'll learn how demographic and technology forces will create a disaggregated, collaborative, fluid world wit...Starting at €8.20
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Attaining Social Maturity: The Challenges Your Company Will Face on the Path to Empowerment Through Social Technology
Li, Charlene; Bernoff, JoshBook Chapter HBS-8358BC-EIn this chapter, social media strategy leaders Charlene Li and Josh Bernoff describe the stages companies pass through as they adopt more and more groundswell applications-the social technologies, such as Facebook, Twitter, YouTube, online communities, and blogs, that people are using to get the information they want and need from each other. For business leaders, managing multiple social media applications creates complexity in everything from o...Starting at €8.20
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How Connecting with the Groundswell Transforms Your Company: Embracing Social Technology-The Road to Success
Li, Charlene; Bernoff, JoshBook Chapter HBS-8356BC-EOnce you've engaged with the ever-expanding community of social technology users that inhabit the groundswell, your organization goes through a mental shift-you become so engaged with your customers that you walk in step with their needs and wants. But this mental shift doesn't happen overnight. And the fact is, many business leaders feel unready to take the plunge. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff answe...Starting at €8.20
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The HBR Agenda 2011 (Spanish version)
Ariely, Dan; Brown, Tim; Cappelli, Peter; Davenport, Thomas H.; Duflo, Esther; Fernández-Aráoz, Claudio; Govindarajan, Vijay; Gratton, Lynda; Hackman, J. Richard; Ibarra, Herminia; Kedrosky, Paul; Lafley, A.G.; Li, Charlene; Ma, Jack; Manzoni, Jean-Francois; Pink, Daniel H.; Porter, Michael E.; Schein, Edgar H.; Schmidt, Eric; Schwab, Klaus; Shirky, Clay; Stiglitz, Joseph E.; Sutton, Robert I.; Tyson, LaArticle HBS-R1101BKnowledge and CommunicationJoseph E. Stiglitz will be crafting a new postcrisis paradigm for macroeconomics whereby rational individuals interact with imperfect and asymmetric information. Herminia Ibarra will be looking for hard evidence of how "soft" leadership creates value. Eric Schmidt will be planning to scale mobile technology by developing fast networks and providing low-cost smartphones in the poorest parts of the world. Michael Porter will be using modern cost a...Starting at €8.20
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Talking with the Groundswell: Spreading Positive Word of Mouth About Your Business Through Social Technology
Li, Charlene; Bernoff, JoshBook Chapter HBS-8347BC-ECompanies spend millions on advertising, but with so many products jostling for attention, shouting at people isn't nearly as effective as it used to be. More to the point, social technologies have revved up the word-of-mouth dynamic, increasing the influence of regular people's comments on your product while diluting the value of traditional advertising. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff will show you ho...Starting at €8.20
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Energizing the Groundswell: Using Social Technology to Turn Your Most Enthusiastic Customers into Evangelists
Li, Charlene; Bernoff, JoshBook Chapter HBS-8348BC-EWhen political candidates get their supporters riled up and spreading the word, we call it "energizing the base." It's the same with companies and their customers. Energizing the base is a powerful way to take advantage of the groundswell and amplify the "buzz" around your products and services. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff illustrate this key strategy- charging up your best customers and enabling th...Starting at €8.20
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Embracing the Groundswell: Using Social Technologies to Innovate Faster-With Help from Your Customers
Li, Charlene; Bernoff, JoshBook Chapter HBS-8350BC-EProduct development is hard. Why not let your customers help you with it? By embracing the groundswell, your company can become more agile. Why? Because customers don't take long to tell you what they want. And they have ideas your development people and your executives haven't thought of yet. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff explain how to accomplish the most powerful goal of all when it comes to the gr...Starting at €8.20