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Forrester Research Marks The Release Of Groundswell


    Forrester Research, Inc. (Nasdaq: FORR) officially announces the release

    of the book Groundswell: Winning in a World Transformed by Social

    Technologies (Harvard Business Press). Written by veteran Forrester

    analysts Charlene Li and Josh Bernoff, Groundswell features 25

    case studies, a complete road map for social strategy, and global data

    that shows businesses how to leverage the power of their customers´ Social Computing behaviors.
    "Right now, your customers are writing about

    your products on blogs and recutting your commercials on YouTube. They´re

    defining you on Wikipedia and ganging up on you in social networking

    sites like Facebook. These are all elements of a social phenomenon "” the groundswell "” that has created a

    permanent, long-lasting shift in the way the world works," said Li and Bernoff. "Most companies see it as

    a threat. You can see it as an opportunity."
    Groundswell illustrates how leading firms such as Best Buy, Dell

    and Procter & Gamble are gaining insights, generating revenues, saving

    money, and energizing their own customers. The book includes

    practical advice backed up by real-world ROI for the professional roles

    Forrester services, not only for Marketing & Strategy professionals but

    across the IT organization, too.
    "Forrester has extensive experience helping

    Marketing & Strategy professionals from some of the world´s

    best-known companies build Social Computing strategies. Many of the

    executives I meet are struggling to understand how they can take

    advantage of the power of social technologies," said Forrester Chairman and Chief Executive Officer George F. Colony. "The

    book is a natural first stop for them and illustrates how

    Forrester can help the many roles within their companies take part in "” and benefit from "” the social trend that is

    the groundswell. Understanding the strategic and practical applications

    of social technologies is something that we are doing every day to make

    our clients more successful."
    Groundswell aligns with Forrester´s

    ongoing Social Computing research. Clients working with Forrester are

    using the POST (people, objectives, strategy, technology) method

    described in Groundswell to develop strategies for blogs

    communities, social networks, and other social technologies. Forrester

    continues to publish research that extends the book´s

    concepts and now delivers consulting offerings based on Groundswell

    including corporate workshops and long-term social technology strategy

    projects. Many of these offerings have the wealth of Forrester´s

    worldwide Technographics® data "” which collects consumers´ social technology

    behaviors "” at their base.
    Groundswell has garnered significant praise from prepublication

    reviewers:
    "Social technologies and their groundswell

    impact every business and organization worldwide," said Steve Rubel, senior vice president, Edelman Digital. "Li

    and Bernoff have written an insightful book that takes a refreshing

    research-driven approach to helping businesses transform themselves and

    successfully navigate this new dynamic landscape."
    Charlene Li is a vice president and principal analyst at Forrester

    Research and is one of the leading voices in the area of Social

    Computing and Web 2.0. Josh Bernoff is a vice president and principal

    analyst at Forrester Research and has become one of America´s

    most prominent and widely quoted technology analysts.
    More information about Groundswell, including an excerpt from the

    book and an online tool that allows organizations to profile their

    customers´ Social Computing behaviors by age

    country, and gender, is available at http://groundswell.forrester.com.
    Groundswell is available for purchase at Amazon.com, Barnes &

    Noble, 800-CEO-READ (bulk orders only), and other major book retailers.
    About Forrester Research
    Forrester Research, Inc. (Nasdaq: FORR) is an independent technology and

    market research company that provides pragmatic and forward-thinking

    advice to global leaders in business and technology. For more than 24

    years, Forrester has been making leaders successful every day through

    its proprietary research, consulting, events, and peer-to-peer executive

    programs. For more information, visit www.forrester.com.
    © 2008, Forrester Research, Inc. All rights

    reserved. Forrester is a trademark of Forrester Research, Inc.