Chapter 4: Strategies for Tapping the Groundswell

Like anything these days, technology plays a big role in how we interact but at the end of the day, the people should be the core of how your business runs. Without human relations there is nothing, literally. This chapter focuses a lot on the 4 main strategies working as the foundation of groundswell thinking (Li & Bernoff, 2011, p. 67).





Above are the 4 binding ingredients that a company must keep in mind when working with the groundswell. Within the objectives scenario 5 additional points are needed to define the objective’s direction. Listening, talking, energizing, supporting and embracing are the ones mentioned in the book (Li & Bernoff, 2011). In an industry like event planning I think that being able to market your stuff through energizing others to speak out it is a sign of a successful company. By having your clients be able to hype up your work to others says a lot, and word of mouth referrals creates a loyal based clientele. In turn, listening to what the groundswell is saying about you is important to do so you can learn what to improve upon and what to continue doing. The groundswell can act as an important tool both to discover content and to create content.

Companies like The Wedding Club have created an app called The Knott (the wedding club). This app is interactive in the sense that consumers create an account and can plan their dream wedding from A to B. The companuy is availble to chat and assit when needed creating a community within. Users are also able to write different reviews about both the app itslef and then the third party vendors as well. The people behind the scenes can read the reviews people are writing- listen to the groundswell- and continue their efforts from there.

I personally am not in the stage of planning a wedding by any means, but my interest to plan weddings and be apart of that cutlture and had me check out the app. The app is very clean and organized. There are a lot of different things to choose from , but the app is deffinetly centralized around the states and the large canadian cities and not many options are available in the edmonton region yet. Apps like these though are very useful and can be good insight for planners that want to know what theit people are interested in.

With Canada Day around the corner event planners all over must be careful in dedicating the proper assets, listening to what the public wants, supporting their ideas, and energizing their friends to come to which ever event they are at currently. That’s all for now, happy Canada Day! Be patriotic and drink  caesar.






Li, C., & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies. Boston, Massachusetts, USA: Harvard Business School Publishing .

The Wedding Club . (n.d.). The Knott. Retrieved June 2017, from


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s