Comments on: Groundswell and Social Media in the Global Economy

By: Dean

Dean — Fri, 11 Apr 2008 22:14:11 +0000

Yeah, I agree with the rest. Great insights, Des. I used to read Charlene’s blog some time ago consistently but no longer do. But that’s more to time constraints than anything else. Would be interesting to see how sales will do given the fact that they started blogging way before they published the book.

By: Lonnie

Lonnie — Tue, 08 Apr 2008 04:19:16 +0000

Great article Des.
I think any implementation of social media technology research findings must first pass trials (and tribulations: David’s blog is blocked here) in the Middle Kingdom. A good marketer here has to treat China as it is: wholly unique.
I don’t want to China-centric in my view, but invariably find that the minute I try to extrapolate from western derived data I am generally on the far side of a very skewed curve.
Looking forward to more and hoping to read the book.

–Onemanbandwidth

By: Des Walsh

Des Walsh — Fri, 04 Apr 2008 19:54:36 +0000

Thanks for the feedback, David. I don’t know that I suggested a need to “dive too deeply into any one country”. I understand being selective with examples. I don’t know what you mean by “by its nature, the book needs to have a US-centric point of view”. Until I went to China last year I might have assumed that the discussion of when and how to implement these technologies etc “should be universal”. Now I wonder. And in my post I was wondering, not being dogmatic. US-centric data is obviously enough for you. For some of us living and working in other parts of the world, with other cultural frameworks, there is a surely understandable question that comes up, which is “so what’s the situation here?” I don’t see a problem with asking that and I frankly doubt that the authors would have a fundamental problem with that either. My experience of being a researcher and working with researchers suggests to me that they would love to have usable data/examples from around the world. And yes, I get that the technographics tool is designed for global use.

By: David Berkowitz

David Berkowitz — Fri, 04 Apr 2008 12:32:14 +0000

Thanks for taking the time to read my review. Yes, they do include examples from all around the world. The review copy I read is all of about 250 pages, so they can’t dive too deeply in any one country; much of that’s anecdotal. And by its nature, the book needs to have a US-centric point of view. Still, much of the discussion on when and how to implement these technologies and media channels should be fairly universal, even if, say, social networks might be more important right now in France while wikis are further along in New Zealand (just hypotheticals there). The technographics tool on th groundswell blog also is designed for global use.

By: Des Walsh

Des Walsh — Thu, 03 Apr 2008 20:07:44 +0000

Josh
Thanks for stopping by. I’m looking forward to having the whole book to read and review, not just snippets and other people’s reports. The word I get about Australian companies sounds a bit like the Japanese and Korean situation – i.e. quite a bit happening behind the firewall but we are reluctant or unwilling to be quoted publicly. At a conference in Sydney a few weeks ago I asked whether a year from now we would be hearing more about using social technologies to engage more effectively with “external” customers: the response was muted to say the least. But I’ll keep asking! I do think China is the really interesting story in this area – so many people going online, using the technology, but mixed messages about how companies are engaging with that public, or not: and all that overlaid with the political context.

By: Josh Bernoff

Josh Bernoff — Thu, 03 Apr 2008 19:31:09 +0000

Des — thanks for taking note of our book.

We cast a wide net for examples around the world and the book includes not just Stormhoek but examples from France, Korea, Canada, and Japan.

I’d be delighted to hear about examples from Australia if you know of any. We conducted firsthand interviews with people and a number of the Japanese and Korean companies were reluctant to go public with their efforts.

You can see Australia participation data on our microsite at groundswell.forrester.com. I’d be interested in your own perspective about how Australian companies are engaging with the groundswell.

By: Irregular Enterprise mobile edition

Irregular Enterprise mobile edition — Thu, 03 Apr 2008 16:31:42 +0000

[...] effectively engage retail customers. But they are relatively thin on the ground. Then I came across Des Walsh’s analysis: …I was a tad concerned by the following statement in the excerpt: Technology, the second [...]

By: Stephen Collins

Stephen Collins — Thu, 03 Apr 2008 10:30:19 +0000

Des, I’m inclined to agree with you. Charlene and Josh are great at their jobs and heavily involved in the community and no doubt their work is rock-solid. But to present predominantly US evidence for the emergence of social networking and present US-centric approaches to adoption presents a major issue.

We both know that widespread adoption of Internet use, let alone use of social networking is yet to occur in Australia and significant parts of Asia. We’re only just beginning to see business here take its first tentative steps into the world of Enterprise 2.0. Yes, there are leaders and yes, they’re well established in their efforts, but they are well to the left end of the adoption curve.

Like you, I’m prepared to wait and see, but America is not necessarily representative of the rest of the world.