Groundswell Reading Notes Chapters 4-9

All of the following reading notes below come from Groundswell winning in a world transformed by social technologies by Charlene Li and Josh Bernoff. Chapter 4-9.

When people know they need to get involved but they are nervous about moving forward it is called groundswell approach- avoidance syndrome.

POST method: 4-Step planning process that should be used to build your groundswell strategy: PEOPLE, OBJECTIVES, STRATEGY, TECHNOLOGY.

There is no going back once get started in the groundswell. “There is no one “right way” to engage with the groundswell.”


Listening to the groundswell reveals new insights.

Two listening strategies: Step up your own private community. Begin with brand monitoring.


talking techniques with the groundswell:

  1. Post a viral video.
  2. Engage in social networks and user-generated content sites.
  3. Join the blogosphere.
  4. Create a community.


  1. Start by listening.
  2. Determine a goal for the blog.
  3. Estimate the ROI.
  4. Develop a plan.
  5. Rehearse.
  6. Develop an editorial process.
  7. Design the blog and its connections to your site.
  8. Develop a marketing plan so people can find  the blog.
  9. Remember blogging is more than writing.
  10. Be honest.


5 Steps for applying the techniques of energizing your own organization:

  1. Figure out if you want to energize the groundswell.
  2. Check the social technologies profile of your customers.
  3. Ask yourself, “What is my customer’s problem?”
  4. Pick a strategy that fits your customers social technographics profile and problems.
  5. Don’t start unless you can stick around for the long haul.

Why innovating faster is powerful?

By embracing the groundswell, you can move more quickly. Two reasons: Customers do not take long to tell you what they want. And with customers in the loop, innovation happens more quickly, because you can make continuous improvements.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s