Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies

Harvard Business Press
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Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now.

When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity.

In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to:

· Evaluate new social technologies as they emerge

· Determine how different groups of consumers are participating in social technology arenas

· Apply a four-step process for formulating your future strategy

· Build social technologies into your business

Groundswell is required reading for executives seeking to protect and strengthen their company's public image.
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About the author

Charlene Li is an independent thought leader and founder of the Altimeter Group. Josh Bernoff is a vice president at Forrester Research and one of their most senior and most frequently quoted research analysts. He created the Technographics segmentation, a classification of consumers according to how they approach technology.
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Additional Information

Publisher
Harvard Business Press
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Published on
Jun 7, 2011
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Pages
352
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ISBN
9781422143414
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Language
English
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Genres
Business & Economics / Management
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Content Protection
This content is DRM protected.
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Available on Android devices
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NYT and WSJ bestselling author Charlene Li guides business leaders deeper than ever before into the uncomfortable and ever-changing terrain of the digital era

Technology has revolutionized the very idea and nature of relationships between leaders and their followers. Yet, many leaders remain stuck at arms-length from those they lead and serve, relying on specialized teams to interact with customers, their direct reports to keep tabs on how employees are doing, and on the digital natives in their organization to stay abreast of new technologies.

Now, in The Engaged Leader: A Strategy for Your Digital Transformation, Li helps leaders adapt to the demands, and opportunities of digital leadership. To be a true digital leader requires a metamorphosis: you must connect directly by listening, sharing, and engaging using digital technologies. This metamorphosis is not easy, comfortable, or painless—if your palms aren't sweaty or your stomach isn't churning, then you probably aren't really practicing digital leadership.

The Engaged Leader addresses why leaders need to master a new way of developing relationships, which begins by stepping out of traditional hierarchies; how to listen at scale, share to shape, and engage to transform; the art of making this transformative mind shift; and the science of applying the right tools to meet your strategic goals.

This transformation is not optional. Those who choose not to make this change will be abandoned for those who inspire people to follow them.

The Engaged Leader provides leaders with the skills and confidence they need to transform their leadership, and in turn, their organizations. The Engaged Leader also provides guidance to institutions—businesses, communities, and schools—on how to develop and nurture digital leadership. It is a must read for anyone who values a deeper connection between leaders and those they serve.
Decline can be avoided.

Decline can be detected.

Decline can be reversed.

Amidst the desolate landscape of fallen great companies, Jim Collins began to wonder: How do the mighty fall? Can decline be detected early and avoided? How far can a company fall before the path toward doom becomes inevitable and unshakable? How can companies reverse course?

In How the Mighty Fall, Collins confronts these questions, offering leaders the well-founded hope that they can learn how to stave off decline and, if they find themselves falling, reverse their course. Collins' research project—more than four years in duration—uncovered five step-wise stages of decline:

Stage 1: Hubris Born of Success

Stage 2: Undisciplined Pursuit of More

Stage 3: Denial of Risk and Peril

Stage 4: Grasping for Salvation

Stage 5: Capitulation to Irrelevance or Death

By understanding these stages of decline, leaders can substantially reduce their chances of falling all the way to the bottom.

Great companies can stumble, badly, and recover.

Every institution, no matter how great, is vulnerable to decline. There is no law of nature that the most powerful will inevitably remain at the top. Anyone can fall and most eventually do. But, as Collins' research emphasizes, some companies do indeed recover—in some cases, coming back even stronger—even after having crashed into the depths of Stage 4.

Decline, it turns out, is largely self-inflicted, and the path to recovery lies largely within our own hands. We are not imprisoned by our circumstances, our history, or even our staggering defeats along the way. As long as we never get entirely knocked out of the game, hope always remains. The mighty can fall, but they can often rise again.

It's the new normal. Now all of your employees are Twittering away and friending clients on Facebook. Not to mention customers--who feel obligated to update your Wikipedia entry with product complaints.

In this new world, dealing with empowered employees and customers --Insurgents -- is only going to get more challenging. Employees are using this technology in the workplace and customers are using it in the marketplace, and neither obey the rules you set up.

This chaos is your future as a manager. You could try to shut it down and shut it off. Or you can harness it and reap the business benefits.

According to Josh Bernoff and Ted Schadler of Forrester Research (the organization that brought you Groundswell), your defense against insurgents is to enable them. At its heart, this is a book about how to scale the management of insurgency, both the innovation of insurgent employees and the energy of insurgent customers. The key is a process Forrester calls E Triple S, for the four elements of managing insurgents effectively: empowering, selecting, scaling, and socializing.

While it's based in current trends, the core concept of Managing Insurgents -- that the next management and innovation challenge is harnessing individuals empowered by mobile, social, and connected technology -- is a new idea. In the wake of Groundswell, dozens of social-technology-for-business books cropped up. And there are plenty of books on improving your customer service. But there's no serious business book about management, marketing, and innovation in the throes of this trend. When Insurgency hits, it will be perceived not just as a sequel to Groundswell but as the start of a new management philosophy.
NYT and WSJ bestselling author Charlene Li guides business leaders deeper than ever before into the uncomfortable and ever-changing terrain of the digital era

Technology has revolutionized the very idea and nature of relationships between leaders and their followers. Yet, many leaders remain stuck at arms-length from those they lead and serve, relying on specialized teams to interact with customers, their direct reports to keep tabs on how employees are doing, and on the digital natives in their organization to stay abreast of new technologies.

Now, in The Engaged Leader: A Strategy for Your Digital Transformation, Li helps leaders adapt to the demands, and opportunities of digital leadership. To be a true digital leader requires a metamorphosis: you must connect directly by listening, sharing, and engaging using digital technologies. This metamorphosis is not easy, comfortable, or painless—if your palms aren't sweaty or your stomach isn't churning, then you probably aren't really practicing digital leadership.

The Engaged Leader addresses why leaders need to master a new way of developing relationships, which begins by stepping out of traditional hierarchies; how to listen at scale, share to shape, and engage to transform; the art of making this transformative mind shift; and the science of applying the right tools to meet your strategic goals.

This transformation is not optional. Those who choose not to make this change will be abandoned for those who inspire people to follow them.

The Engaged Leader provides leaders with the skills and confidence they need to transform their leadership, and in turn, their organizations. The Engaged Leader also provides guidance to institutions—businesses, communities, and schools—on how to develop and nurture digital leadership. It is a must read for anyone who values a deeper connection between leaders and those they serve.
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