Pew Predictions-what they missed, groundswell review

A couple of thoughts:

After reading the 2008 Pew "Future of the Internet" I have noticed that they never mentioned the movement towards what is begin referred to as the "internet of things." These include intelligent and "connected" devices that utilize the web or the cloud (also amiss) to improve their functionality and also smart connected "wearables". These experts were obviously keyed in on the impact of the iPhone (interestingly as it was released in 2007) as they prognosticated a surge in mobile access to the net and the prevalence of touch access. I wonder what the next six years will bring.

I finished my reading of groundswell. This book provides interesting stories and anecdotes about the futility of companies trying to mold, direct, control, or sway public opinion. When a story becomes socially driven and has broken it is futile to try to restrict the conversation in any way. Doing so only serves to stoke the fire even more. The book has very strong commitment to community based approach to marketing. Groundswell originates from community. A community can be as small as a business person forming a community around their role, or as large as a corporation finding entire market segments to build together i.e. Lego's target of AFOLs or adult fans of Legos. When building community the book recommends that companies listen to them (and they will pay big money to do so!) also the book recommends that companies have clear objectives when establishing communities. All of the activity in a community should be about reinforcing positive behaviors, encouraging new customers, and generating referrals. This is the heart of what the book means to energize the groundswell. How we interact with the groundswell, how a company educates its own culture to work with the groundswell and how the future of the groundswell is a force to be reckoned with (both internally and externally) receive the most coverage at the end of the book. This was an enlightening read and one I will recommend as well as take another pass over in the future. Great recommendation!