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.
- How they work?
- How many people use them?
- How they form part of the groundswell?
- How they threaten institution power?
- 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?
- Keeping up friendships.
- Making new friends.
- succumbing to social pressure from existing friends.
- Paying it forward.
- The altruistic impulse.
- The prurient impulse.
- The creative impulse.
- The validation impulse.
- The affinity impulse.
(all the following notes, come from pages 1-60.)