Jiahui Fu

Listening to the groundswell tells about how companies need to listen to their customers. Groundswell says that the brand does not belong to the company, it belongs to the customers. The company creates the value for the brand but the customers create what the brand is, they say what it is, just like Bernoff J, Li C  (2011)stated that "Your brand is whatever your customers say it is". Market research is the form of listening to the groundswell. There are two listening strategies. 1) Set up your own private community (DELL example) 2) Begin brand monitoring DELL had a online community called Idea Storm. This was a community in which DELL invited customers to come and share ideas about product improvements that they want. Until 2016, here have been close to 550 different ideas from this community that have beed implemented in DELL products. ( https://biznology.com/2016/08/12-inspiring-social-media-monitoring-case-studies/ ) Listening is important to do for company...

Normally, we define Groundswell as a   “ social trend in which people use technologies to get the things they need from each other, rather than rom traditional institutions like corporations ” (Li & Bernoff, 2011, P9). Groundswell is fast-growing phenomenon.   Three factors collision causes groundswell, they are people, technology and economics.  - People always want to gain benefits through interactions, and they always revolted against institution power.    - Technologies helps connect people with each other, and helps connect individuals and the rest of world as well. Various software connects people faster, more directly and universal.   - Economies : online trade make people earn profits easier and quicker, online businesses offer more opportunities to people who want to make money. In a word, as the development of technologies, the relationship between economy scale and people’s rebellion has changed. Groundswe...