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Table of contents

PART I: UNDERSTANDING THE GROUNDSWELL

Chapter 1. Why the groundswell – and why now?

  • The groundswell as a social trend
  • CASE: Digg.com co-opted by its members
  • Threats from the groundswell
  • CASE: GM starts the FastLane blog

Chapter 2. Jujitsu and the technologies of the groundswell

  • Concentrating on the trend, not the technologies
  • Jujitsu: turn the groundswell to your advantage
  • Description of all social technologies with data on usage around the world

Chapter 3. The Social Technographics® Profile

  • Defines a data tool for analyzing social behavior of any group of customers
  • CASE: A community for alpha moms
  • Data and analysis for six examples: Gen Y, Japan/PC, politics, retail, seniors, health care

PART II. TAPPING THE GROUNDSWELL

Chapter 4: Strategies for tapping the groundswell

  • The POST method: people, objectives, strategy, technologies
  • The five objectives: listening, talking, energizing, supporting, embracing

Chapter 5: Listening to the groundswell

  • Market research vs. groundswell insights
  • CASE: Memorial Sloan-Kettering Cancer Center listens to cancer patients in a private community
  • CASE: MINI USA uses brand monitoring, then markets to owners

Chapter 6: Talking with the groundswell

  • Marketing is shouting; talking is a conversation
  • CASE: Blendtec¿s viral video
  • CASE: Ernst & Young recruits with Facebook
  • CASE: HP blogs tame marketing complexity
  • BOX: ROI of blogging
  • CASE: Procter & Gamble reaches out to young girls with beinggirl.com

Chapter 7: Energizing the groundswell

  • Helping your customers sell each other
  • CASE: eBags creates luggage evangelists with ratings and reviews
  • BOX: ROI of ratings and reviews
  • CASE: Constant Contact drives referrals
  • CASE: LEGO¿s brand ambassador program

Chapter 8: Helping the groundswell support itself

  • People supporting each other to cut costs
  • CASE: Massachusetts General Hospital¿s patient CarePages
  • CASE: Dell saves with a support forum
  • BOX: ROI of support forums
  • CASE: BearingPoint¿s MIKE2.0 wiki

Chapter 9: Embracing the groundswell

  • Your customers can help you design products
  • CASE: Del Monte product insights from dog owner community
  • CASE: salesforce.com¿s Idea Exchange
  • CASE: Crédit Mutuel asks its customers for ideas
  • CASE: Loblaw asks for feedback, continuously improves its grocery products

PART III: THE GROUNDSWELL TRANSFORMS

Chapter 10: How connecting with the groundswell transforms your company

  • Transformation builds, step-by-step over a period of years
  • CASE: Unilever¿s Dove transforms its marketing
  • CASE: Dell puts customers in every process

Chapter 11: The groundswell within your company

  • Tapping into groundswell power with employees
  • CASE: Best Buy¿s Blue Shirt Nation
  • CASE: AARF uses a wiki to boost efficiency
  • CASE: Bell Canada¿s internal idea community

Chapter 12: The future of the groundswell

  • CASE: Stormhoek winery lives and markets in the groundswell
  • A working day in the future, transformed
  • Principles for groundswell thinkers