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The Future of the Groundswell: How Advances in Social Technology Will Continue to Shape Business
Li, Charlene; Bernoff, JoshCapítulo de Libro 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...Desde 8,20 €
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The Social Technographics Profile: Applying Social Media Demographics to Your Business Strategy
Li, Charlene; Bernoff, JoshCapítulo de Libro 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...Desde 8,20 €
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Why the Groundswell-and Why Now: Social Technologies-A Call to Action for Your Business
Li, Charlene; Bernoff, JoshCapítulo de Libro 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 ...Desde 8,20 €
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Energizing the Groundswell: Using Social Technology to Turn Your Most Enthusiastic Customers into Evangelists
Li, Charlene; Bernoff, JoshCapítulo de Libro 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...Desde 8,20 €
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Embracing the Groundswell: Using Social Technologies to Innovate Faster-With Help from Your Customers
Li, Charlene; Bernoff, JoshCapítulo de Libro 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...Desde 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, JoshCapítulo de Libro 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 ...Desde 8,20 €
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How Connecting with the Groundswell Transforms Your Company: Embracing Social Technology-The Road to Success
Li, Charlene; Bernoff, JoshCapítulo de Libro 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...Desde 8,20 €
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Listening to the Groundswell: Using Social Technologies to Gather Information and Monitor Your Brand
Li, Charlene; Bernoff, JoshCapítulo de Libro HBS-8342BC-EMarketers tell us they define and manage brands-they own it. Bull. Your brand is whatever your customers say it is. And in the groundswell, where customers communicate with each other through social technologies rather than relying on institutions (like yours), they decide what your brand represents. So you have to learn what your customers want by listening. In this chapter, social media strategy leaders Charlene Li and Josh Bernoff explain how ...Desde 8,20 €
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The Groundswell Inside Your Company: Using Social Technology to Foster Employee Communication, Connection, and Collaboration
Li, Charlene; Bernoff, JoshCapítulo de Libro HBS-8357BC-EIn corporations around the world, employees are connecting on internal social networks, collaborating on company wikis, and contributing to in-house idea exchanges. Some of these applications came from management and others began as skunk-works projects, but what they have in common is this: they tap into the power of the groundswell of ideas among the people who truly know your business-your employees. It's a little scary to put such power into ...Desde 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, JoshCapítulo de Libro 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...Desde 8,20 €