While the wildly successful “Groundswell” book by Charlene Li and Josh Bernoff continues winning acclaim — most recently from the American Marketing Association — Josh has announced work in progress on a new book. This time, he’s teamed with Ted Schadler as co-author.
The title is “Harnessing the Groundswell: Drive Your Business With Empowered Employees and Customers”. The authors say this next Groundswell book is not a sequel…
“It focuses on individuals empowered by technology — both employees and customers — and how businesses can efficiently turn them into a force for better performance.” - Josh Bernoff
Look for the book in summer 2010 from Harvard Business Press.
Josh is carrying forward some precedents established with the first Groundswell book project. For example, you can keep up with progress and more at the Groundswell blog.
In case you missed it, Charlene Li started her new book project a few months ago. She’s engaging with the community in full force. You can vote on the title for her book right now — check out this post. I’ll write more once she settles on the title. Hers is due out in May 2010.
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Charlene Li predicts that ‘Personal CPM’ innovations will figure in the social media/marketing front in 2009. Personal CPM is one of the more interesting outcomes of joining up social media with consumer marketing. The idea is to analyze social behavior to more accurately target consumers. In Charlene’s words,
“Each person’s profile will command a different, personal CPM based on a trilogy of their behavior, influence, and market demand.”
It’s easy to see how this type of metric would have so much appeal in consumer marketing. It could enhance our thinking about upstream segmentation, downstream personalization, and everything in between. Where we have “personas” today, we could be back to addressable “people” tomorrow.
Personal CPM, as Charlene describes it, could also innovate accepted metrics for identifying and comparing influence among consumers.
Don’t pigeonhole personal CPM as just another advertising model.
Personal CPM has implications for influencer identification and engagement as well.
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