Groundswell Reading Notes Chapters 1-3

All of the following reading notes below come from Groundswell winning in a world transformed by social technologies by Charlene Li and Josh Bernoff. Chapters 1-3.

Part one. Understanding the groundswell.

  • The groundswell is a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
  • The groundswell come from a collision of the three forces: people, technology and the economy.
  • You eventually give in. STOP trying to fight the groundswell.
  • The groundswell phenomena does not fit will with corporate PR and marketing plans.
  • Groundswell thinking is like any other complex skill- it takes knowledge, experience, and eventually enlightenment to ge there.

Groundswell Technologies and how to use them.

  1. How they work?
  2. How many people use them?
  3. How they form part of the groundswell?
  4. How they threaten institution power?
  5. What can you do about them?

When evaluating a new technology ask yourself this:

  • Does it enable people to connect with each other in new ways?
  • Is it effortless to sign up for?
  • Does it shift from institutions to people?
  • Does the community generate enough content to sustain itself?
  • Is it an open platform that invites partnerships?

Groundswell has two key ingredients: technology and people.

The Social Technographics Profile includes: creators, critics, collectors, joiners, spectators, inactives.

Why do people participate in groundswell?

  1.  Keeping up friendships.
  2. Making new friends.
  3. succumbing to social pressure from existing friends.
  4. Paying it forward.
  5. The altruistic impulse.
  6. The prurient impulse.
  7. The creative impulse.
  8. The validation impulse.
  9. The affinity impulse.

(all the following notes, come from pages 1-60.)


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