From one of the world's leading figures in social media marketing, networking, and business applications comes the heavily revised and updated edition of the Likeable Social Media.
Dave Kerpen is CEO of Likeable Local and Likeable Media, which has won two WOMMY awards from the Word of Mouth Marketing Association (WOMMA) for excellence in word-of-mouth marketing.
"Word of mouth marketing has always existed. We've just found a better and more efficient way to do it." -- Ted Wright
It may not be the oldest profession, but word of mouth is the oldest form of marketing. It's also the most effective. Now, however, it's being executed in ways that are methodical, replicable, and consistent. In this groundbreaking guide, Ted Wright, WOMM pioneer and founder of the marketing firm Fizz, reveals everything you need to know to create, drive, measure, and leverage word of mouth for maximum impact on the bottom line.
Learn how to:
Along the way, you'll find out how Wright used the very same methods to breathe new life into what was once the tired old brand of Pabst Blue Ribbon.
You'll discover how he dramatically expanded the market for Chocolate Milk. You'll read how he orchestrated the turnaround growth of Bissell.
Best of all, you'll learn which techniques work for your needs, and you'll have the tools to begin a WOMM campaign right away.
Today's consumer is too sophisticated to respond in a meaningful way to intrusive, interruptive, or TV-centric media models. A dispatch from the front lines of cutting-edge marketing, Fizz is a one-stop guide to making your brand the talk of the town. Your company's best friends are already out there. Use Fizz to find, engage, and leverage them.
PRAISE FOR FIZZ:
"Juicy, generous, and actionable, this one is a keeper. Tell your friends." -- Seth Godin, author of Unleashing the Ideavirus
"A great read. Brand managers seeking both practical advice and insight on the realities of modern marketing need look no further than Fizz." -- James M. Kilts, former chairman and CEO of The Gillette Company
"Ted's actionable truths ('for influencers, sharing stories is an expression of love') make this excellent book the guidebook for brand professionals interested in word of mouth marketing. Buy it today, and start growing your business faster tomorrow." -- Sam Calagione, president and founder of Dogfish Head Craft Brewery
"Ted Wright is the foremost thought leader on word of mouth marketing, and Fizz is the bible in this area. . . . If you want to truly understand how to harness the power of people talking, this book better head up your musthave reading list." -- Dr. Americus Reed II, Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania
"The best and most practical book about word of mouth marketing, ever. Fizz combines real-world case studies and smart counsel with discussion of the theories and research that build understanding of WOMM principles. It's effervescent!" -- Jay Baer, New York Times bestselling author of Youtility
Put crowdsource marketing to work--and magnify the impact of your marketing efforts with the authenticity and power of real customers!
Procter & Gamble is in the business of turning out consumer products by the barrelful. But the company has another, very different line of business. It offers the services of hundreds of thousands of moms and teenagers as word-of-mouth marketers--for its own product divisions and other organizations as well.
Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies.
This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level.
The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.
Learn how to create cost-effective videos, engage your customers, compel them to measurable behaviors (awareness, intent, and purchase), and sustain your brand online. Beyond Viral gives you the tools and tricks to successfully use online video to reach your business goals.
Online video has huge potential, mostly untapped. Put your business at the forefront of this important medium with the proven methods described by Beyond Viral.
High-Impact, Low-Cost Social Marketing That Works!
With more than 80,000,000 affluent, savvy members, Facebook is today’s fastest-growing marketing opportunity! But traditional marketing methods won’t work here. In Facebook Marketing, best-selling author Steven Holzner reveals new social marketing techniques that do work, and shows you exactly how to make the most of them. Using true case studies, Holzner introduces powerful new techniques from today’s smartest Facebook marketers...and helps you avoid pitfalls that can cost you money and credibility. No matter what business you’re in, you’ll learn how to create bottom-up, “viral” Facebook marketing programs that achieve maximum results at minimum cost!
Socialnomics is an essential book for anyone who wants to understand the implications of social media on our daily lives and how businesses can tap the power of social media to increase their sales, cut their marketing costs, and reach consumers directly. In this revised and updated second edition, author Erik Qualman presents new material based on meeting with 75 Fortune 1000 companies, 50 colleges and universities, and over 100 small businesses & non-profits since the first edition. Qualman's materials have been used from IBM to NASA to Harvard to local businesses.
Social media can transform your business and your relationship with consumers. Discover what social media can do for you, and what you can do for others while using social media.
—Vince Holton, Publisher, Incisor.TV
“A fantastic, timely, and enjoyable book with serious appeal. Great work from beginning to end. I can’t recommend it enough.”
—2morrowKnight, Huffington Post
“Zero to 100,000: Social Media Tips and Tricks for Small Businesses makes it so easy to understand the way to successfully take your business into the ‘real world’ of social media! It both entertained and educated me. I would recommend this book to my friends, business associates, and to educational institutions. Brilliantly done!”
—Debra Cincioni, @MomsofAmerica on Twitter
“From building a bigger presence for yourself or your business, this book gets you in on the ground floor, lays the foundation, and helps you get a jump start on becoming a social media success. And the advice is real, not just from Sarah-Jayne and Dean, who are awesome, but from several other success stories they explain in the book. In a word, this book is useful.”
—Jason Falls, CEO of Social Media Explorer and author of No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing
“Leveraging social media is vital for businesses of all sizes, but it is a quirky and nuanced world where getting it wrong can have disastrous consequences. @GrattonGirl is one of the people I see in the social space who really understands the art of communicating with her audience. If you want to know how to connect with the crowd effectively through social media, I can think of no one better to hold your hand on that journey than Sarah-Jayne and Dean Gratton.”
—Kate Russell, Technology Reporter, BBC Website and App Reviewer
YOUR COMPLETE PLAN FOR FINDING 100,000 NEW FRIENDS, SUPPORTERS, AND CUSTOMERS!
Close your eyes. Now, envision 100,000 people who are passionate about you, your business, and your brand! We’re talking about people who buy your stuff, and then tell their friends how incredibly great you are—without being paid to do it. People who follow your every move, look to you for guidance, and can’t wait to hear what you’re up to next.
Your 100,000 people. Your two football stadiums full of cheering fans. They’re out there, looking for you. Here’s your easy, low-cost social media plan for finding them…connecting with them…giving them what they want—so they can make you stunningly, incredibly successful !
10 STEPS TO YOUR 100,000
(with all the details, examples, and expert advice you’ll ever need)
1. Listen first, engage second
2. Craft your most authentic voice
3. Find and attract influencers
4. Don’t be a narcissist (you know what we mean)
5. Build community that lasts
6. Freshen up your brand
7. Become an electrifying “social conductor”
8. Promote across platforms
9. Be the fittest, be the survivor
10. Measure your (ever-growing) success
Advertising 2.0 goes way beyond running banner ads on Web sites and explores the rapidly burgeoning world of social media marketing. Among other things, expert Tracy L. Tuten covers viral marketing, doing online research, advertising within online games, and leveraging online opinions to increase sales or grow a brand. She also describes—way out on the leading edge and sure to turn conventional advertising on its head—how smart marketers let consumers generate ad content for products and brands. While the trade press frequently publishes news of companies using innovative communications techniques, there are hardly any books telling people how to take the plunge into the newest forms of advertising. Advertising 2.0 presents the current state of online advertising, and best practices for using techniques like consumer-generated advertising, social networking, online product reviews, viral video, Second Life, alternate reality games, and more. It also includes case studies and examples of successes and mistakes. Companies and brands featured include Nine Inch Nails, Audi, 42 Entertainment, MySpace, YouTube, Dogster, Vodaphone, Leo Burnett, and others. Best, each method described includes guidelines for getting the most out of the technique, thereby letting advertisers cut through the clutter to touch the hearts of customers worldwide.
YOU NEED TO GO VIRAL
It’s not just down to luck. If you want to make an impact, you need to make your marketing messages magnetic and, in this fascinating book, Brent Coker will show you how. Packed full of practical techniques, expert research and real-life examples, you’ll quickly uncover the nine secrets of irresistible marketing that will work whatever the size of your company. Discover the science behind the world’s most viral ideas, learn how to create messages that people can’t resist sharing and effortlessly build your brand.
What the heck is that?
A World Wide Rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there.
Rules of the Rave:
You can trigger a World Wide Rave: Just create something valuable that people want to share and make it easy for them to do so.
What happens when people can't stop talking online about you, your company, and your products? A World Wide Rave is born that can propel a brand or company to seemingly instant fame and fortune. How do you create one? By learning the secret to getting links, YouTube, Facebook, and blog buzz to drive eager buyers to your virtual doorstep. For free.
In World Wide Rave, David Meerman Scott, author of the award-winning hit book The New Rules of Marketing and PR, reveals the most exciting and powerful ways to build a giant audience from scratch.
Filled with full-color images and thought-provoking examples from leading companies, The Power of Visual Storytelling explains how to grow your business and strengthen your brand by leveraging photos, videos, infographics, presentations, and other rich media. The book delivers a powerful road map for getting started, while inspiring new levels of creativity within organizations of all types and sizes.
“This book is not only a complete overview of [visual storytelling] but, most importantly, the key to doing it right, a total Right Hook!”
—Gary Vaynerchuk, New York Times bestselling author of Crush It! and Jab, Jab, Jab, Right Hook
“A valuable guide to understanding how to develop powerful marketing programs using the art of visual storytelling.”
—Guy Kawasaki, author of APE: Author, Publisher, Entrepreneur and former chief evangelist of Apple
“The Power of Visual Storytelling is the new marketing bible!”
—Nancy Bhagat, Vice President, Global Marketing Strategy and Campaigns, Intel
“If a picture is worth a thousand words, The Power of Visual Storytelling is worth a million.”
—Scott Monty, Global Digital & Multimedia Communications for Ford Motor Company
Now, one amazing book brings together ALL the reliable, detailed information you need to make the most of web, online, mobile, and social marketing.
It’s ALL here: SEO, pay-per-click, mobile marketing, social media marketing, “PR 2.0,” analytics, email marketing, YouTube videos, Twitter and Facebook, blogs, podcasts, and much more. Discover how to choose the right approaches, combine them into a coherent, optimized strategy, and measure your results. Find realistic answers to your most crucial questions...get “from the trenches” insights that save you money...learn to drive more value faster.
THE ONLY COMPLETE WEB MARKETING REFERENCE YOU NEED. CUTTING-EDGE COVERAGE OF THESE TOPICS AND MUCH MORE:
Technical accuracy guaranteed by Econsultancy’s Rebecca Lieb
Launched from branding guru Don Tapscott's landmark $10 million research project on the intersection of technology and business models, WikiBrands explain what your business needs to do NOW to embrace the power of p-2-p technologies like word-of-mouth, user generated content, social media, microblogging, crowdsourcing, and customer rating systems to engage customers and enlist them in brand building and value-enhancement.
Featuring fascinating case studies of how Microsoft, P&G, Nike, Starbucks, Ford, Best Buy, Zappos, and others, launched, built, expanded, or rebuilt their brands through Wiki-style collaboration with customers, this book is part wake-up call, part action plan-and the total blueprint for how you can drive innovation and growth through technology-based immersive customer interaction.
This book teaches marketers how to build successful relationships with early-stage buyers by creating trust and a sense of friendship. The first step is learning to understand buyer activity to gauge what they want—or might want—when they first visit an online site. Then marketers must use strategies to capture the buyer’s attention and build the relationship carefully, rather than aggressively trying to close a sale.
Authors Jason Thibeault and Kirby Wadsworth have proven themselves as innovative thought leaders, researchers, and trustworthy guides in improving revenue streams. Their book aims to show organizations the value of relationships in a digital age and a clear method for quantifying that value. It includes specific techniques, like storytelling and personalized content, which have been proven to improve conversions and engage customers.
The barriers to finding and engaging with consumers have been destroyed by the ease of clicking a mouse button or tapping on a screen. Today’s technology enables competitors to emerge seemingly overnight, and the wide range of choices consumers have today means that businesses can no longer compete solely on product. Recommend This! helps organizations take advantage of the one aspect of business that hasn’t changed—relationships. It teaches marketers the strategies they need to be successful in a digital world where forming, cultivating, and taking advantage of relationships can be difficult.
Recommend This! teaches organizations how to measure and manage relationships while offering specific strategies to create revolutionary change. It is a must read for anyone who needs to understand how digital relationships alter the way we do business.
With 2 billion monthly active users across the world, Facebook has evolved into a community of consumers, creating a primary resource for marketers. This presents a demand for knowledge about how to strategically plan, execute, and analyze a successful Facebook marketing campaign. Now, the trusted Facebook Marketing For Dummies has been fully updated to cover the newest tools and features important to marketers and Facebook page owners.
If you’re a marketer looking to effectively add Facebook to your overall marketing mix, consider this book the mecca of Facebook marketing. Inside, you'll discover the psychology of the Facebook user, establish a social media presence, increase your brand awareness, integrate Facebook marketing with other marketing strategies, learn to target a specific audience, and much more.
Whether you're a novice or a pro, you’re no stranger to the power of Facebook. And this book makes Facebook marketing that much more exciting and easy!
Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. "Real time" means news breaks over minutes, not days. It means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era.
Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to:
Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!
Includes more than 100 QR Codes linking to successful viral videos!
"These guys are the viral experts, and they show you the way in clear, concise language. This is the first recipe for virality that I buy." -- KENT NICHOLS, cocreator of viral phenomenon AskANinja.com
One Saturday morning in 2006, Stephen Voltz and Fritz Grobe dropped 500 Mentos mints into 100 bottles of Coke in front of a video camera. Their video went viral in a matter of hours, and before they knew it, David Letterman, Conan O'Brien, and NPR were calling.
Since then, more than 100 million people have watched The Extreme Diet Coke & Mentos Experiments. Why? Because Voltz and Grobe did everything right. Now, in The Viral Video Manifesto, they explain how you can make a video guaranteed to pack a major punch by applying four core principles:
Be True . . . Don't fake it. Make it real.
Don't Waste My Time . . . Get down to business right away.
Be Unforgettable . . . Show us something we've never seen before.
It's All About Humanity . . . An emotional connection is the key to sharing.
Highly Recommended shows the impact of customer recommendations on businesses--transforming how people buy, how you reach customers, how you improve products, and ultimately how you can grow your company by leveraging the power of recommendations. It explains why word-of-mouth recommendations are marketing’s “holy grail,” how to get people talking, who gives recommendations, where recommendations occur, what it takes to build a recommendable brand, and how to instill WOM into every aspect of a business and at the center of any marketing mix.
Paul M. Rand is the founder, President and CEO of Zócalo Group, one of the world’s leading word of mouth and social media marketing agencies and one of the fastest growing companies inside Omnicom Group, the 2nd largest global advertising and marketing holding company. He also serves at the Chief Digital Officer for Ketchum, a leading global communications firm.
Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media.
You’ll learn how to:
Includes a foreword by Brian Solis.
Using new social media marketing techniques, you can deepen relationships with your most passionate, profitable customers—and create more of them than ever before! In this 100% practical book, world-renowned expert Li Evans shows exactly how to make the most of social media—in any company, in any industry. You’ll discover exactly how to customize your best social networking strategy…then staff it, organize it, manage its risks, and execute it successfully! Evans shows how to understand your audience, enter the conversation, build trust, protect your brand, integrate social media into existing marketing programs, measure your results…and profit big from today’s hottest new social media sites and platforms!
Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace explores the way these new channels and platforms affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing. Featuring a special emphasis on social media, blogging, viral marketing, and other forms of e-communication, this timely reference source is essential for students, researchers, academics, and marketing practitioners.
Using social media, you can deliver amazing customer service–and generate an army of fans who’ll promote you in good times, and rescue you from disaster. Now, legendary online marketing expert Peter Shankman shows you exactly how to do all that–without spending a fortune! Shankman draws on his immense experience as founder of the online growth company HARO and marketing consultant to multiple Fortune 500 clients. He presents straight-to-the-point solutions for building customer loyalty, trust, and credibility online–and rebuilding it when catastrophe strikes. Companies around the world are driving enormous value from online customer service at remarkably low cost. You can, too. Peter Shankman will show you how–step-by-step, right now!
You’ll learn how to:
• Organize a small, powerful social media team on a tight budget
• Listen to what your customers, advisors, and markets are really saying
• Make prospects feel like rock stars from the moment they find you
• Choose online media that make the most sense for you
• Avoid wasting time with platforms that won’t help you
• Earn your customer’s loyalty, trust, and credibility
• Learn from other companies’ viral “disasters”
• Rebuild your credibility after you’ve taken a public “hit” online
• Make sure everyone hears your customers when they compliment you
• Capture all your customer knowledge–and use it in real time
• Keep people talking–and not just about you
If there's anything the recession of 2009 taught us, it was the importance of investing in our customers, but when was this any different? So says Joseph Jaffe, bestselling author of Life After the 30-Second Spot and Join the Conversation, and a leading expert and thought leader on new media and social media. In most businesses, it costs roughly five-to-ten times more to acquire a new customer than it does to retain an existing one, and yet companies continue to disproportionately spend their budgets into the "wrong" end of the funnel – the mass media or awareness side.
What we haven't paid enough attention to is the "right" end of the funnel-the word-of-mouth component that essentially acts as a multiplier for future business. The economic impact of an active, engaged and loyal customer is tremendous.
And the same is true of the opposite scenario, namely the impact of angry customers and negative word-of-mouth or referrals. It is this thinking that Jaffe has channeled to challenge marketers to "flip the funnel" once and for all. With a renewed focus and energy on customer experience, it is possible to grow your sales, while decreasing your budget – in other words, getting more from less. Engaging a few customers to spread the word to many.
Using this new "flipped funnel" model, together with a set of new rules of customer service and a revolutionary customer referral and activation process, you'll learn how to transform your existing customers into your best salespeople. In addition, Jaffe will explain how to best introduce and combine both digital and social media tools to boost your loyalty arsenal, deploy "influencer marketing" and implement word-of-mouth strategies that inspire your loyal, opinionated, and most vocal customers to become credible, persuasive, and influential endorsers of your products and services.
Visit www.flipthefunnelnow.com to join the conversation.
Towards that end, this book offers ground-breaking research from an impressive array of internationally renowned marketing researchers on the nature and dynamics of WOM transmitted through social media channels, advancing our understanding of consumer influence, which to date has largely focused on offline WOM. Among the topical issues covered are best practices for marketing practitioners, the conversational nature of online WOM, the dynamic interplay between online and offline WOM, WOM measurement and monitoring, and cross-cultural influences on WOM.
This book was originally published as a special issue of the Journal of Marketing Communications.
Internet Mercenaries and Viral Marketing: The Case of Chinese Social Media presents case studies, textual analysis, media reviews, and in-depth interviews in order to investigate the Chinese pushing hand operation from the conceptual perspective of communications and viral marketing. This book is significant to researchers, marketers, and advocates interested in the persuasive influence of social networks.
The transformation of a desire for a product into an "epidemic" was, is and will always be the dream of each and every marketer. For some marketers this dream becomes reality. For others it remains simply a fantasy. "The Seven Principles of WOM and Buzz Marketing" offers the essential tools – seven simple steps – to launch an effective WOM and buzz campaign that helps products to cross the tipping point and to reach the mass market:
Begin with the consumers
Target the right group
Create the right message
Find the right environment