Emily's Social Media + Marketing Communication Blog

In Chapters 1-4 of Li and Bernoff's Groundswell , we've learned a good deal. We've heard about who the "groundswell" is, and how it functions as one collective force. We've also learned about what businesses are doing to tap into the power of the groundswell.  Between monitoring web chat forums and arranging focus groups , we've learned that it's possible to tap into customers' minds -- both present and potential. But merely that insight isn't where the work ends. Businesses need to take that information, synthesize it in a way that makes sense for their corporation, and incorporate it into their PR and marketing strategy.  Whoever made this graphic definitely gets the picture. This new knowledge then needs to be shared with other functions within the company. In the words of Li and Bernoff, "As listening becomes a bigger part of your company, you should integrate the results into corporate decision making," (Li, ...

If you live in the United States, then by now you probably know what a “Bean Boot” is – regardless of where you live. Which is impressive, given this particular boot is a.) Designed specifically for hunting in wet, cold climates and b.) A whopping 106 years old . The ad is from the 80's but the shoe was born in 1912. In a world where trends come and go quicker than our wallets can keep up, L.L. Bean’s signature hunting boot lives on. This shouldn’t be all that shocking, given L.L. Bean’s products have a reputation for reliability and durability. What they haven’t always been is trendy, especially among the younger masses. After all, the boot was designed for a specific functionality. You don’t get more specialized than a “Maine hunting shoe”.   So why is the Bean Boot – and subsequently the entire brand that is L.L. Bean – seeing a massive resurgence, and why now? The answer can be found on Instagram . And it's indicative of a new trend in advertising. ...