Groundswell

Communica1onTechnologyDevelopment

Week2

JoanneTjahyana,S.Kom,M.Mm

Groundswell(defini1ons)

Asocialtrendinwhichpeopleusetechnologiestogetthethingstheyneedfromeachother,ratherthanfromtradi1onalins1tu1onlikecorpora1ons

(BernoffandLi,2008)

Groundswell(examples)

Groundswell3Forces

People

Technology Economics

People

•  Alwaysdependedoneachother•  Drawnstrengthfromeachother

•  People’sdesiretoconnect•  ComputerMediatedCommunica1on

Technology

•  NewMedia•  Interac1vetechnology• Web2.0

TechnologiesoftheGroundswell

•  Peoplecrea1ng•  Peopleconnec1ng•  Peoplecollabora1ng•  Peoplereac1ngtoeachother•  Peopleorganizingcontent•  Accelera1ngconsump1on

PeopleCrea1ng(Usergeneratedcontent,blog,microblog,podcast)

PeopleConnec1ng(SocialNetworksandVirtualNetworks)

PeopleCollabora1ng(WikisandOpenSources)

Peoplereac1ngtoeachother(Forums,Ra1ngs,Reviews)

Peopleorganizingcontent(Tags)

Accelera1ngConsump1on(RSS,Widgets)

Economics

•  Onlineeconomics•  Trafficequalsmoney

•  GoogleAdSense•  FacebookAd

References

•  Li,C.andBernoff,J.(2008).Groundswell:Winninginaworldtransformedbysocialtechnologies.USA:HarvardBusiness.