Kundenrezensionen:
 Helpful Introduction to Engaging Customers through the Internet for Senior Executives September 19, 2008
Donald Mitchell (Boston)
Groundswell is that rare combination in a business book: Simple concepts and detailed explanations of what to do and how to evaluate the results. I especially liked the case histories that measured the economics of customer engagement.
The authors draw on their experiences at Forrester Research to show how right and wrong you can go by listening to, speaking with, engaging, providing for, and cooperating with customers. They caution starting small and feeling your way. Otherwise, you may bite off more than you are able to absorb.
For smaller companies, you'll also find suggestions of lower-cost ways to use social technologies that you can afford. Naturally, the options are more diverse and expensive for larger companies. But if you are spending a lot of time on marketing research, advertising, and promotions, you will probably find social technologies a less expensive way to go. If you have major expenses for customer support, social technologies can eliminate a lot of those. In addition, social technologies can help you gain faster insight into defects. For the lean company, these approaches will also make a lot of sense.
I liked the book so much that I included several references to it in my weekly briefing to entrepreneurs who want to build major businesses.
If, on the other hand, you are doing a lot with private communities, help forums, executive blogs, and evaluating customer observations, you won't find this book to be advanced enough for you. It's more of a beginner's guide.
Best Book on Web 2.0 and the change of the Media Landscape Juni 10, 2008
Ahead Of Time Metzger (Muenchen)
4 aus 4 fanden die folgende Rezension hilfreich
Groundswell is a great overview how to react on the fast changing medialandscape. Charlene and Josh show that the empowerment of the consumer through the internet is a big chance for you and your company. Although most leaders feel uncomfortable about loosing control within this digital conversation, Groundswell explains step by step how create a successful strategy for digital media.
You can also find more about the topic of "Corporate Conversation" on Monty Metzger's Blog (monty.de).
Groundswell is a must-read for todays Leaders and Marketing-Managers.
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