When managers and marketers outline their social media strategies, they plan for the “right hook”—their next sale or campaign that’s going to knock out the competition. Even companies committed to jabbing—patiently engaging with customers to build the relationships crucial to successful social media campaigns—want to land the punch that will take down their opponent or their customer’s resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don’t.
Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It’s not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices—content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.
Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.
Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.
Eyal provides readers with:
• Practical insights to create user habits that stick.
• Actionable steps for building products people love.
• Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.
The future of your company is not in measured, consideredresponses and carefully planned initiatives. Business today isabout near-instantaneous response. About doing the best you canwith extremely limited information. About every customer being areporter, and every reporter being a customer. About winning andlosing customers in real-time, every second of every day. About amonumental increase in the findable commentary about ourcompanies.
Having the time and information required to make a consideredbusiness decision is a luxury - a luxury that's quickly facingextinction. Yet business hasn't adapted to this evolution. Andadapt you must.
This book isn't about how to "do" social media.Instead, The Now Revolution outlines how you mustretool your organization to make real-time businesswork for you rather than against you. Read aboutseven shifts that will help you make your company faster, smarter,and more social:Engineer a New BedrockFind Talent You Can TrustOrganize your ArmiesAnswer the New TelephoneEmphasize Response-AbilityBuild a Fire ExtinguisherMake a Calculator
The Now Revolution is pushing you to adapt the way you dobusiness, from the inside out. It impacts your organizationculturally, operationally, and functionally. This book is yourguide to making the changes you need, and to harnessing thepotential of this new communication era.