While I was at the IGC show in Chicago, Marc Daniels handed me a book and told me it was a must read and I should read it.  The cover of the book did not inspire me, but I accepted it graciously and started reading it on the flight home.

Marc did me a great favour; he opened my eyes to real marketing opportunities we have in retailing.

‘Groundswell, Winning in a World transformed by Social Technologies’ by Charlene Li and Josh Bernoff Harvard Business Press, ISBN 13: 978-1-4221-2500-7 was published this year.

It is a must read for everyone in business over the age of 30.  I say that because my 21 year old daughter already knows the power of the message in this book.  I need to catch on and up.

The book explains, in a language I understand, how social networking will become the marketing tool of the future.  It also provides practical ideas that I can easily relate to and adapt in my own business and with clients businesses.  We are looking on social networking on the computer differently.  This book explains that we are divided into Inactives, Spectators, Joiners, Collectors, Critics and Creators, plus we all have a role to play in the process.

The book provides business examples of companies that have actively ventured into social networking and also points out the pitfalls along the way.

Before I picked this book up I didn’t really understand what were wikis, viral videos, or TiVo, but now I realise how important they are to all our businesses.

This, for me, was one of the best book finds of many years.  It has changed my thinking on marketing in the future.

Thanks Marc.

I recommend you get hold of this book and start developing your own social networking business plan before it is too late.

John Stanley is an internationally recognised conference speaker
and retail consultant. He has authored several successful marketing and
retail books including the best seller Just About Everything a Retail
Manager Needs to Know. John’s retail experience covers hands-on
retailing in supermarkets, hardware stores, garden centres, farmers
markets and drug stores.  For more information on John Stanley and how
he can help your business prosper and grow, visit his website www.johnstanley.cc

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