GROUNDSWELL EXPANDED AND REV ED(ISBN=9781422161982) 英文原版 txt umd azw3 下载 fb2 pdf 在线 免费

　　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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　　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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书籍介绍

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.