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Right now, your customers are writing about your products on blogs and reshaping your ads on YouTube. They’re defining you on Wikipedia and attacking you on social networks like Facebook. These are all elements of a social phenomenon called the Big Wave that has permanently changed the way the world works. For many companies, this is a threat. You can see it as an advantage. In The Big Wave, two leading analysts at Forrester Research describe how you can turn the interconnectedness of customers to your advantage. In 25 real-world examples from around the world—from healthcare to retail and consumer products to business services—Li and Bernoff show how leading companies are capturing data, generating revenue, saving money, and engaging their customers. Whether you’re in marketing, research, customer support, sales, development, or even running an entire company, here’s advice for you, backed by real-world ROI data that proves it works.

The Big Wave is based on customer data and experience with dozens of different companies. You'll see how Procter & Gamble marketers have proven that subtle community marketing is four times more effective than television, how Best Buy leverages the intelligence of thousands of its employees within its own social network, how Dell transformed itself by incorporating customer data into nearly every department, and how a South African winery has increased sales tenfold with the help of bloggers, YouTube, Facebook, and every other social media tool imaginable. You can't ignore this trend. Read The Big Wave and learn how to ride it. There's no going back.

Summary:

Understanding the Big Wave:

Why the Big Wave and Why Now?

Jiu-Jitsu and the Technologies of the Big Wave

A Socio-Technographic Profile

How to Harness the Big Wave:

Strategies for Implementing the Big Wave

Listening to the Big Wave

Addressing the Big Wave

Activating the Big Wave

Helping the Big Wave Support Itself

Engaging the Big Wave

The Big Wave Brings Change:

How Connecting with the Big Wave Will Change Your Company

The Big Wave in Your Company The Future of the Big Wave