Author Videos

Charlene Li: Your Customers Are Revolting

Except from Forrester's Consumer Forum 2007. Forrester Research Vice President Charlene Li says emerging technologies don't tell you much about the adoption of Social Computing; people do. Identifying people's various levels of participation -- why do people participate and how do they participate -- give you a better understanding of how your audience is contributing to the Groundswell. October 11, 2007 in Chicago.

Charlene Li: Social Technographics Profile of Alpha Moms

Excerpt from Forrester's Consumer Forum 2007. Forrester Research Vice President Charlene Li illustrates how a Social Technographics profile can group people based on their activities in the Groundswell. In this example, marketers may be surprised to learn the Groundswell activities of so-called Alpha Moms. October 11, 2007 in Chicago.

Josh Bernoff: Groundswell Business Strategies

Except from Forrester's Consumer Forum 2007. Forrester Research Vice President Josh Bernoff says objectives, not technologies, should drive your Groundswell strategy. Forrester uses a four-step approach to help companies develop an analytical framework for defining and measuring the business impact of Social Computing efforts. October 12, 2007 in Chicago.

Josh Bernoff: Five Objectives In The Groundswell (Listening)

Except from Forrester's Consumer Forum 2007. Forrester Research Vice President Josh Bernoff highlights one of the five primary objectives companies successfully pursue in the Groundswell: Listening. In this example, a group of twenty-one dedicated cancer centers formed the National Comprehensive Cancer Network (NCCN) to better listen to patient needs. October 11, 2007 in Chicago.

Josh Bernoff: Five Objectives In The Groundswell (Talking)

Excerpt from Forrester's Consumer Forum 2007. Forrester Research Vice President Josh Bernoff highlights one of the five primary objectives companies successfully pursue in the Groundswell: Talking. In this example, Adidas set up a MySpace page that exposed the Adidas brand to four million consumers. October 11, 2007 in Chicago.

Josh Bernoff: Five Objectives In The Groundswell (Energizing)

Excerpt from Forrester's Consumer Forum 2007. Forrester Research Vice President Josh Bernoff highlights one of the five primary objectives companies successfully pursue in the Groundswell: Energizing. In this example, eBags turned a hard-nosed security engineer from Georgia into a unpaid, freelance luggage salesman. October 11, 2007 in Chicago.

Josh Bernoff: Five Objectives In The Groundswell (Supporting)

Excerpt from Forrester's Consumer Forum 2007. Forrester Research Vice President Josh Bernoff highlights one of the five primary objectives companies successfully pursue in the Groundswell: Supporting. In this example, Dell's Community Forum enabled peer-to-peer customer support that helped Dell save millions of dollars. October 11, 2007 in Chicago.

Josh Bernoff: Five Objectives In The Groundswell (Embracing)

Excerpt from Forrester's Consumer Forum 2007. Forrester Research Vice President Josh Bernoff highlights one of the five primary objectives companies successfully pursue in the Groundswell: Embracing. In this example, Salesforce.com established IdeaExchange to foster an innovation community among its customers. October 11, 2007 in Chicago.