Groundswell: Winning in a World Transformed by Social Technologies
By: Charlene Li & Josh Bernoff
Book History
Upon launch Groundswell was a general management breakthrough book about how social technologies had already changed business forever. It was the first mainstream book to connect the digital world to the traditional business real world in practical ways—providing detailed ROI analysis, case studies and research. But, would the “practical” business world buy it?
Execution
Working with the authors and numerous partners, Carolyn Monaco and Harvard Business Press launched carefully-timed and well-coordinated B2B and B2C campaigns by using traditional marketing and publicity channels simultaneously with electronic marketing channels, including: FaceBook, LinkedIn, syndicated blogs; video (on YouTube, on HarvardBusiness.org, Amazon, Forrester Research, Will It Blend?, and others), targeted speaking engagements and internal promotion with organizations.
“Groundswell, a BusinessWeek bestseller, benefited tremendously from Carolyn's ongoing investment, leadership, and support. She was a constant and personal source of advice and ideas that ensured the book's success."
-Charlene Li, thought leader and industry analyst on social technologies