The secret to successful word-of-mouth marketing on the social web is easy: BE LIKEABLE.
A friend’s recommendation is more powerful than any advertisement. In the world of Facebook, Twitter, and beyond, that recommendation can travel farther—and faster—than ever before.
LIkeable Social Media helps you harness the power of word-of-mouth marketing to transform your business. Listen to your customers and prospects. Deliver value, excitement, and surprise. And most important, learn how to truly engage your customers and help them spread the word.
Praise for Likeable Social Media:
“Dave Kerpen’s insights and clear, how-to instructions on building brand popularity by truly engaging with customers on Facebook, Twitter, and the many other social media platforms are nothing short of brilliant.” – Jim McCann, founder of 1-800-FLOWERS.COM and Celebrations.com
“Alas, common sense is not so common. Dave takes you on a (sadly, much needed) guided tour of how to be human in a digital world.” – Seth Godin, author of Poke the Box
“Likeable Social Media cuts through the marketing jargon and technical detail to give you what you really need to make sense of this rapidly changing world of digital marketing and communications. Being human—being likeable—will get you far.” – Scott Monty, Global Digital Communications, Ford Motor Company
“Dave gives you what you need: Practical, specific how-to advice to get people talking about you.” – Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking
About the Author
Dave Kerpen is cofounder and CEO of Likeable Media, an award-winning social media and word-of-mouth marketing firm with offices in New York, Boston, and Chicago.
Leverage the power of social media to jumpstart productivity, profitability, and business growth!
Social media has changed everything. Some managers fear their employees will waste entire days on Facebook, Twitter, and YouTube. Smart managers, though, understand that social media is a powerful business tool for engaging customers and growing their business.
The Manager’s Guide to Social Media establishes a framework for understanding and implementing social media technologies in the workplace. This primer on the biggest thing in business since the advent of the Internet itself explains everything you need to know about:
Managing your company’s online reputation
Setting internal policies on the proper use of social media
Building “rivers” of information to outsmart the competition
Implementing social tools internally to support virtual teams
Forecasting the next trends in social media to stay ahead of the curve
About the Author
Scott Klososky (Edmond, OK)is the founder and CEO of Webcasts.com, a premier Internet full-service broadcast production company that helps clients in the corporate, sports and entertainment industries webcast the most interactive, cost-effective, highest-quality productions. The company’s clients included IBM, Compaq, AOL, Hewlett-Packard, Enron International, Conoco Inc., and BMG Music, among others. He serves as an Advisory Board Member for Critical Technologies, where he rebuilt a fledgling Web-based imaging product and reinvigorated the employee base and product line while adding referenceable customers. He currently speaks professionally on subjects such as technology, future trends and new generation leadership skills, in addition to engaging clients on a broad array of advisory tasks including Social Technology strategic planning, general IT strategy, and High Beam Leadership.
REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE
FOREWORD BY DON TAPSCOTT, Bestselling author of Wikinomics
“A must-read for business leaders, managers, and just about anyone who wants to recognize and tap into the incredible creative energy of customers and stakeholders.” — Richard Florida, bestselling author of The Rise of the Creative Class
“Marketers should follow the course laid out by Sean Moffitt and Mike Dover, which leads us into a new brand future of pull, not push, and of conversation, not control.” — B. Josep h Pine II, bestselling author, The Experience Economy
“Thoughtful, innovative, and most of all practical. If your organization wants to deploy technology to build better client relationships, Wikibrands will show you how.” — Keith Ferrazzi, bestselling author, Never Eat Alone
“Your brand can share control to create value. With the changing role of consumers, every brand is a lie, not a promise. But Wikibrands offers marketers a rich understanding of how social media can drive engagement for brands that make them true.” — Ross Mayfield , Chairman, President, and co-founder, Socialtext
“A must-read for the hungry marketer!” — Julie Roehm, Backslash Meta, LLC
“The path forward presented in Wikibrands is brightly illuminated, helping change the landscape in an area ready for consumer-driven, open innovation.” — David Smith, Global Managing Director, Accenture, and Co-Author of Workforce of One : Revolutionizing Talent Management Through Customization
“”A behind-the-curtain look at how you should be engaging your customer directly in the branding process. Ignore this important book at your own peril.” — Saul Kaplan, Founder and Chief Catalyst, Business Innovation Factory
What is a Wikibrand?
It’s the next generation of business building that taps into the true power of social networks, brand connections, and customer participation to build real value. It’s a status update on Facebook, a rave on Twitter, a review on YouTube, and so much more. It’s the herald of a new golden age in customer freedom and individualized customer service.
It’s the future of business–and this book is your wake-up call, strategy guide, and road map to what’s ahead.
In Wikibrands, acclaimed media marketing experts Sean Moffitt and Mike Dover show you how to take advantage of the exciting new models of business and technologies–and enthusiastic online communities–one click at a time.
Built on continuing research from Don Tapscott’s trailblazing $10 million research project, which formed the basis of bestselling books such as Wikinomics and Grown Up Digital, this book delivers hundreds of the best examples from today’s most successful businesses. You’ll learn how to:
ENGAGE THE CUSTOMER through social influence, word of mouth, and user-generated content
CREATE AN EXPERIENCE affected by customer-driven ratings, reviews, and online culture
BUILD A COMMUNITY through microblogging, prosumerism, and crowdsourcing
MAKE A CONNECTION that is truly authentic, collaborative, and value enhancing
Whether you work with an established business and are looking to make it relevant to today’s “wikiconsumers” or are launching a start-up from scratch, Wikibrands offers countless creative ideas for defining and reaching out to your target audience.
You’ll find refreshing new ways and a FLIRT model to help you open up an honest dialogue with your customers, attract a ready-made fan base through shared interests, and even work with other businesses toward a mutually rewarding goal. These are the latest tricks of the trade, used by hot brand names such as Mozilla Firefox, lululemon, and Zappos; industry giants Starbucks, Dell, and Harley-Davidson; and other less well-known organizations.
This is how you turn merely buzzworthy brands into full-fledged wikibrands. Sean Moffitt is President of Agent Wildfire Strategy & Communications, a leading social influence, word-of-mouth, and customer engagement firm. An internationally known speaker and Web expert, he has reinvented brands as a client and partner for Molson, Guinness, Procter & Gamble, and numerous Fortune 500 companies and start-ups. Mike Dover is Managing Partner of Socialstruct Advisory Group. As Vice President, Research Operations, for New Paradigm (formerly nGenera Insight), he oversaw the research programs for the bestselling books Wikinomics and Grown Up Digital. He also has provided review support for more than a dozen other books. Continue the reinvention of your business at wiki -brands .com
About the Authors
Sean Moffitt is President, Agent Wildfire Strategy & Communications Inc., a leading social influence, word of mouth and customer engagement firm. He is also an internationally respected and connected web expert and sought-after speaker, lecturing to corporations, associations and universities throughout the world on cultural trends and the reinvention of marketing and business. With one foot in traditional business and another in new digital worlds, he has led the efforts behind established brands Molson, Guinness and Procter & Gamble and now partners with many Fortune 500s and startups as an evangelist for web-enabled customer engagement and collaboration in business.
Mike Dover is the Managing Partner of Socialstruct Advisory Group. As Vice President, Research Operations for New Paradigm (later nGenera Insight), he oversaw the research programs underlying Wikinomics: How Mass Collaboration Changes Everything and Grown Up Digital: How The Net Generation is Changing the World. He also provided review support for more than a dozen other books including Authenticity: What Customers Really Want by Joe Pine and James Gilmore and DIY U Edupunks, Edupreneurs, and the Coming Transformation of Higher Education by Anya Kamenetz.
Don Tapscott is Chairman of the nGenera Innovation Network and an adjunct professor of management at the Joseph L. Rotman School of Management, University of Toronto. He is an international bestselling author or coauthor of eleven books, including Wikinomics, Paradigm Shift, and The Digital Economy. Link in with the net generation at grownupdigital.com.
Mike Dover appeared on ABC News Now’s “Money Matters” to discuss Wikibrands. He spoke to the value technology and its ability to improve the authenticity of conversations with the marketplace, as well as the importance of consumer ownership. To view the clip, please click HERE
“Drawing on lessons from one of Europe’s most successful telecommunications companies, Mobile Marketing expertly explains the rules and lessons of the emerging mobile world. This is must reading for the marketing professional.” Malcolm Gladwell
“Digital will change advertising more than it did the music business. Mobile digital will be the true hero of this radical change. This book is about the early signs of this revolution. A must-read.” Serdar Erener, Adman
“Turkcell has proved to be one of the innovators and drivers of mobile marketing throughout EMEA. It therefore comes as no surprise that they should produce such a comprehensive guide to mobile marketing. The book contains both simple overviews of the prevailing technologies found in mobile marketing and more importantly some clear guidance on how to use them.” Paul Berney, Managing Director Europe, Mobile Marketing Association
“The authors have done a terrific job discussing the compelling case studies and carefully elaborating on the lessons learned. Mobile marketing is a very effective way to engage consumers and brands to create a win-win solution, and this book explains how to achieve it.” Chetan Sharma, President, Chetan Sharma Consulting, and coauthor of Mobile Advertising
Today, integrating a mobile marketing platform into existing communication channels can be the difference between success and failure. Marketing has evolved by leaps in bounds in just the past few years. If you haven’t already “gone mobile,” you need to start now. Yesterday was too late.
Written by top researchers at Bog˘aziçi University in conjunction with Turkey’s leading mobile operator, Turkcell, Mobile Marketing is a blueprint for creating a mobile platform that connects you with customers in new, unique, and potentially profitable ways.
The book brings you fully up to date on the world of mobile marketing with the latest facts, statistics, and academic research about the mobile medium and mobile consumer behavior. Filled with case studies from Turkcell’s impressive portfolio of clients, Mobile Marketing covers:
The Basics of Mobile Marketing: short message service (SMS), multimedia messaging services (MMS), Internet, interactive voice response (IVR), games, services, and more
Unique Value Propositions: convenience, personalization, localization, privacy, and more
Factors Influencing Mobile Consumer Behavior: demographics, cultural values, consumer history, social network data, peer pressure, and more
Mobile Markets of the Future: health services, distance learning, emergency services, television, commerce, government services, and more
About the Authors
KAAN VARNALI (Istanbul, Turkey) is a Ph.D. candidate of marketing at Boğaziçi University, Istanbul. He has a B.S. in Computer Engineering, and an MBA. He is currently conducting consumer experiments to assess drivers of success in mobile marketing within the framework of his Ph.D. dissertation. His current research interests focus on mobile consumer behavior, digital marketing, and the use of social networks in marketing. He has an article about e-commerce published in the Journal of Internet Business, an article about mobile marketing published in the International Journal of Information Management and a forthcoming book chapter about mobile consumer behavior that will be included in the Encyclopedia of E-Business Development and Management in the Digital Economy by IGI-Global. He also has professional experience in the areas of e-ventures consultancy and web-based strategy development.
AYSEGUL TOKER (Istanbul, Turkey) is the chair of the Department of Management, Boğaziçi University, Turkey, where she teaches courses on Management Information Systems, E-business Models, Customer Relationship Management, Database Marketing and Data-mining Applications. She has articles published in the areas of online communities, business excellence, total quality management, decision support systems and production management. Her current research interests include mobile marketing, E-business/E-commerce, customer relationship management, customer-knowledge management, and customer-focused strategies.
CENGIZ YILMAZ (Istanbul, Turkey) is a professor of marketing at Boğaziçi University, Istanbul. He obtained his Ph.D. in marketing from Texas Tech University in 1999. His research interests focus on distribution channels and relationship marketing, mobile marketing, emerging technologies and their impacts on marketing applications, and strategic issues concerning intra- and interfirm aspects in marketing systems and their links with business performance. His research has been published in several scholarly journals including Journal of the Academy of Marketing Science, European Journal of Marketing, Journal of Business Research, Industrial Marketing Management, Journal of World Business, International Small Business Journal, and Journal of Business and Industrial Marketing.
Master social-media marketing quicker than the competition can say “tweet”!
The time to build social media into your marketing strategy was yesterday. But fear not—this book can get you going by tomorrow.
Designed to help you take action right away, 301 Ways to Use Social Media to Boost Your Marketing presents everything you need to know in short, “snapshot” lessons. Every tip is presented in a standalone format to help you focus on what you need to do—and only what you need to do—and each one can be implemented on its own or in combination with other techniques to increase web traffic or brand awareness. Topics include:
Social networking sites
Reviews and Opinion sites
301 Ways to Use Social Media to Boost Your Marketing brings you up to date on today’s most groundbreaking social media tactics using Twitter, Facebook, Digg, and other hot social media sites!
In Everything I Know about Marketing I Learned from Google, digital marketing guru Aaron Goldman shares 20 lessons from the world’s most ubiquitous brand to help you better engage your customers and prospects.
You’ll learn how to do everything from initiating digital “conversations” with customers to testing and quantifying your efforts. In addition to his expert insight, Goldman delivers case studies featuring some of the world’s most innovative brands that have integrated lessons from Google into their own marketing strategy. You’ll see how:
Apple is Googling its customers to remain relevant to their passion points
GE is Googling its marketing plans by selling altruism
Threadless is Googling its products by tapping the wisdom of crowds
Barack Obama Googled his way to the top of the world
And now you, too, can Google your business to build meaningful connections with more customers than ever!
About the Author
Aaron Goldman (Chicago, IL) is a ten-year digital marketing veteran and Founder and Managing Partner of Contextual, a company that brings together buyers and sellers of digital marketing solutions. Services include digital marketing consulting and representation for marketers, agencies, media companies, and technology providers.
Before starting Connectual, Goldman was VP, Marketing & Strategic Partnerships for Resolution Media, an Omnicom Media Group Company. During his nearly five years at Resolution Media, Goldman helped grow the company from eight employees to over 100 at its peak and $200+ million in annual search media billings. In his role on the executive team, Goldman managed corporate marketing, industry relations, and business development, landing new accounts like Bank of America, Dell, Gatorade, Hertz, FedEx, Frito Lay, Lowe’s, and State Farm, among others.
Goldman currently serves on the executive board of directors for the Chicago Interactive Marketing Association (CIMA). He has been published in iMediaConnection and DMNews, quoted in the New York Times, and has a regular column in MediaPost’s Search Insider. Goldman has been a guest lecturer on the topic of online marketing for the American Advertising Federation (AAF) and University of Illinois at Urbana-Champaign. He’s also a frequent speaker at industry trade shows such as ad:tech, SES, OMMA, and Search Insider Summit.
Book was featured in Investor’s Business Daily (circ. 131,959) in an article on social media marketing. To read, please click HERE .
You’ve gone through all steps of developing a powerful business presence on the Web-—but it’s only the first step. Now, you have to make sure your visitors hit the “Purchase” button . . . before they start clicking through to your competitor’s site.
From Duane Forrester, a leading expert in Search Engine Optimization and the author of the popular How to Make Money With Your Blog, comes a highly practical guide for using all the online tools available for turning curious visitors into paying customers. Turn Clicks into Customers reveals proven techniques for not only standing out in a crowded marketplace but for reaching customers who are most eager to buy your products or services.
Forrester explains what works and what doesn’t for multiple online marketing strategies, including:
You’ll learn best practices for each strategy at both a local and global level to reach more paying customers than ever before. Plus, you’ll get interviews with global experts who reveal proven tactics they’ve used to successfully turn Clicks into Customers.
Duane Forrester (Seattle, WA) is a Senior Program Manager with Microsoft, running their internal SEO program for MSN. He is the founding co-chair of SEMPO’s In-House SEM Committee, sits on the Board of Directors with SEMPO and is the author of How To Make Money With Your Blog. Duane also finds time to help as a moderator at http://www.searchengineforums.com and maintains his own blog at http://www.theonlinemarketingguy.com. Based on his 10+ years in the online marketing industry, he also writes for http://www.searchengineland.com.