The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition

The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition Review

The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition Feature

• ISBN13: 9780470547816
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The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition Overview

For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.

The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition Specifications

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

This new second edition paperback keeps you up-to-date on the latest trends.

• New case studies and current examples are included to illustrate the very latest in marketing and PR trends.
• Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
• Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
• David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

Social Media Marketing Top Seven
Amazon-exclusive content from author David Meerman Scott

Establishing a social media marketing strategy and creating effective Web content that is indexed by search engines is critical for any business. When people are looking for answers to problems, they go online first!

People and organizations that participate in social media (creating YouTube videos, participating on sites like LinkedIn, Facebook, and Twitter, starting a blog and the like) become part of a vibrant online community and show that market that they are worthy of doing business with.

Unlike non-targeted, in-your-face, interruption-based advertising, social media is content that people actually want to see. How cool is that? Rather than forcing you to convince people to pay attention to your products and services by dreaming up messages and ad campaigns, search engines deliver interested buyers right to your company’s virtual doorstep. This is a marketer’s dream-come-true.

However, most marketers don’t know how to harness this exciting form of marketing. Their most common mistake is to spend way too much time talking about your company’s products and services and worrying too much about being “on message.” In addition, many companies are fearful of jumping into the social media waters because it seems scary to put yourself out there.

Top Seven Ways to Get the Most Out of Social Networking Sites:
1. Target a specific audience. Create a page that reaches an audience that is important to your organization. It is usually better to reach a small niche market than try to go large.

2. Be a thought leader. Provide valuable and interesting information that people want to check out. It is better to show your expertise in a market or at solving a buyer’s problems than to blather on about your product.

3. Create lots of links. Link to your own sites and blog, and those of others in your industry and network. Everybody loves links—it makes the Web what it is. You should certainly link to your own stuff from a social networking site (like your blog), but also link to other people’s sites and content in your own market.

4. Encourage people to contact you. Make it easy for people to reach you online, and be sure to follow up personally on your fan mail.

5. Participate. Create groups and participate in online discussions. Become an online leader and organizer.

6. Make it easy to find you. Tag your page and add your page into the subject directories. Encourage others to bookmark your page with del.icio.us and DIGG.

7. Experiment. These sites are great because you can try new things. If it isn’t working, tweak it. Or abandon the effort and try something new. There is no such thing as an expert in social networking—we’re all learning as we go!

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The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change

The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Review

The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Feature

• ISBN13: 9780470614150
• Condition: New
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The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Overview

Proven strategies for harnessing the power of social media to drive social change

Many books teach the mechanics of using Facebook, Twitter, and YouTube to compete in business. But no book addresses how to harness the incredible power of social media to make a difference. The Dragonfly Effect shows you how to tap social media and consumer psychological insights to achieve a single, concrete goal. Named for the only insect that is able to move in any direction when its four wings are working in concert, this book

• Reveals the four "wings" of the Dragonfly Effect-and how they work together to produce colossal results
• Features original case studies of global organizations like the Gap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups like Groupon and COOKPAD, showing how they achieve social good and customer loyalty
• Leverage the power of design thinking and psychological research with practical strategies
• Reveals how everyday people achieve unprecedented results-whether finding an almost impossible bone marrow match for a friend, raising millions for cancer research, or electing the current president of the United States

The Dragonfly Effect shows that you don't need money or power to inspire seismic change.

The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Specifications

Amazon Exclusive: Q&A with Authors Jennifer Aaker and Andy Smith

What is the Dragonfly Effect?
The Dragonfly Effect is a model that taps concepts from social media, marketing strategy, and consumer psychology to help people achieve a single, concrete goal. We named it after the only insect that can move swiftly in any direction, and even hover, when its four wings are moving in harmony. The four “wings” of the model—Focus, Grab Attention, Engage, and Take Action—work together to help readers produce the change they seek, and that desired change can take many forms: social good, employee morale, or customer loyalty, among many others.

The name itself is a tribute to the “Butterfly Effect,” which is itself built on chaos theory. It describes how the flapping of a butterfly’s wings might have an impact on the weather halfway around the world. The dragonfly, however, moves with tremendous speed and force, and compared to a butterfly, it has about twenty times more power in each flap of its wings. You can imagine that potential is even greater when harnessed and coordinated on a mass scale. Al Gore, former vice president and master viral-message maker, once said, “If you want to go quickly, go alone. If you want to go far, go together.” Small acts create big change, and working in concert maximizes your ability to go farther faster—and in any direction you choose.

What inspired you to create this movement (or ecosystem)?
There were three underlying reasons we started working this book: first, Andy’s experience in marketing and harnessing social media to build brands suggested that the social space could be deployed in a fundamentally new way; second, Jennifer’s research on happiness, which shows that what people think makes them happy isn’t really what makes them happy; and third, most importantly, our own personal experience working with amazing, smart people to find a bone marrow match for a friend, which, as a result, helped to build up a bone marrow registry that’s helped thousands of others. Those stories, and the tools that were developed as a result, are described in this book.

These three things led to “The Power of Social Technology,” a class that Jennifer teaches at the Stanford Graduate School of Business. The class is designed to help entrepreneurial students harness the social web to cultivate good in the world. The course demonstrates not only that people are clamoring for ways to use the social web for good, but that there’s a framework and a repeatable process that can help them achieve their goals quickly. We wanted to share this model with as many people as possible and are excited to see what can be achieved as even more people get involved.

Lots of books describe how to use social media. How is yours different?
That’s true; there are many excellent books that teach the mechanics of using Facebook, Twitter, and YouTube. And some explain how to use these tools to compete in business. But few books address how to harness the incredible power of the social web to make a difference. The Dragonfly Effect shows you how to tap social media and insights from consumer psychology to achieve a single, concrete goal. We walk readers through the Obama campaign and how they pioneered social technology strategies to create political change; how Starbucks uses the social web to engage with customers and educate fans about social-good initiatives, such as buying fair trade coffee; how ProFounder provides a platform for crowdfunding for small businesses, making micro-loans easily available to entrepreneurs; and how everyday people are able to improve the chance of survival for cancer patients.

We also have direct insights from the founders of eBay’s World of Good, storytellers from Pixar, and leaders from Facebook, Twitter, and Google…all offering their unique expertise and success stories. Throughout the book, readers will also find Dragonfly Toolkits designed to break down potentially intimidating first-steps and walk them through the process of getting started with easy-to-implement actions.

What do you mean by “the ripple effect” and “emotional contagion”?
Just as a rock thrown into a pond leads to a series of waves that radiate in all directions, the small act that you do can lead to big, often unimaginable results. Research shows that ripple effects result from small acts that have a positive significant impact on others over time. When the action at the epicenter of the ripple effect is based on deep meaning (or something that you believe will make you happy), a multiplier effect can occur because of principles of emotional contagion.

Emotional contagion is the tendency to feel emotions similar to and otherwise be influenced by the emotions of others. So when others around you start to feel the way you do, they can become more strongly energized and mobilized. The fact that your feelings of happiness or meaning can actually infect others also helps explain why some initiatives work and others don't. It underscores the potential for organizations of all types to cultivate social good—which is often tied to happiness and meaning—when they’re trying to capture the imagination of their employees and customers.

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Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series)

Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) Review

Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) Feature

• ISBN13: 9780470499313
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed

Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) Overview

Stop pushing your message out and start pulling your customers in

Traditional "outbound" marketing methods like cold-calling, email blasts, advertising, and direct mail are increasingly less effective. People are getting better at blocking these interruptions out using Caller ID, spam protection, TiVo, etc. People are now increasingly turning to Google, social media, and blogs to find products and services. Inbound Marketing helps you take advantage of this change by showing you how to get found by customers online.

Inbound Marketing is a how-to guide to getting found via Google, the blogosphere, and social media sites.

    • Improve your rankings in Google to get more traffic
    • Build and promote a blog for your business
    • Grow and nurture a community in Facebook, LinkedIn, Twitter, etc.
    • Measure what matters and do more of what works online

The rules of marketing have changed, and your business can benefit from this change. Inbound Marketing shows you how to get found by more prospects already looking for what you have to sell.

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Social Entrepreneurship: What Everyone Needs to Know

Social Entrepreneurship: What Everyone Needs to Know Review

Social Entrepreneurship: What Everyone Needs to Know Feature

• ISBN13: 9780195396331
• Condition: New
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Social Entrepreneurship: What Everyone Needs to Know Overview

In development circles, there is now widespread consensus that social entrepreneurs represent a far better mechanism to respond to needs than we have ever had before--a decentralized and emergent force that remains our best hope for solutions that can keep pace with our problems and create a more peaceful world.
David Bornstein's previous book on social entrepreneurship, How to Change the World, was hailed by Nicholas Kristof in The New York Times as "a bible in the field" and published in more than twenty countries. Now, Bornstein shifts the focus from the profiles of successful social innovators in that book--and teams with Susan Davis, a founding board member of the Grameen Foundation--to offer the first general overview of social entrepreneurship. In a Q & A format allowing readers to go directly to the information they need, the authors map out social entrepreneurship in its broadest terms as well as in its particulars.
Bornstein and Davis explain what social entrepreneurs are, how their organizations function, and what challenges they face. The book will give readers an understanding of what differentiates social entrepreneurship from standard business ventures and how it differs from traditional grant-based non-profit work. Unlike the typical top-down, model-based approach to solving problems employed by the World Bank and other large institutions, social entrepreneurs work through a process of iterative learning--learning by doing--working with communities to find unique, local solutions to unique, local problems. Most importantly, the book shows readers exactly how they can get involved.
Anyone inspired by Barack Obama's call to service and who wants to learn more about the essential features and enormous promise of this new method of social change, Social Entrepreneurship is the ideal first place to look.

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Building Social Business: The New Kind of Capitalism That Serves Humanity's Most Pressing Needs

Building Social Business: The New Kind of Capitalism That Serves Humanity's Most Pressing Needs Review

While I sympathize with those who feel that the book lacks reference to prior art, that social business has been around for a very long time, and that much of the book is somewhat similar to his first book that I also reviewed, Creating a World Without Poverty: Social Business and the Future of Capitalism, I am rating this book a five here and a "6 Star & Beyond" at Phi Beta Iota the Public Intelligence Blog, for the simple reason that he is not just doing it, but doing it on a global scale, pushing the envelope across all boundaries, and setting the stage for realizing what Nobel-candidate C. K. Prahalad articulates in The Fortune at the Bottom of the Pyramid, Revised and Updated 5th Anniversary Edition: Eradicating Poverty Through Profits.

The Nobel Prize to Yanus was a righteous one.

My friend Howard Bloom has a new book out that complements this one: The Genius of the Beast: A Radical Re-Vision of Capitalism and of course there are others both recent and past, such as Capitalism at the Crossroads: Next Generation Business Strategies for a Post-Crisis World (3rd Edition).

Three things are changing that make this book a cornerstone book:

1) Earth is deteriorating at an alarming rate--changes that used to take ten thousand years now take three years. Climate change is a fraud, the UN at its very worst, but environmental degradation as understood by the UN High Level Panel, the UN at its very best, is real. See their report A More Secure World: Our Shared Responsibility--Report of the Secretary-General's High-level Panel on Threats, Challenges and Change.

2) "Valuation" is changing is striking ways. "Intangible" value is coming to the fore, Open Money is surging, books such as The Hidden Wealth of Nations. We are starting to figure out that the only inexhaustible resource on the planet is the human brain; that dignity makes that brain work better; and that in the aggregate, humanity can create infinite wealth. Cf Collective Intelligence: Creating a Prosperous World at Peace.

3) The cell phone--and especially the Nokia cell phone charged by ambient energy and not needed an electrical power source, combined with Chinese cell towers powered by solar and air--and now the emerging private telephone networks such as will be displayed at Burning Man--is both restoring the mobility of humanity, and making possible the education of the five billion poor "one cell call at a time" as envisioned by the Earth Intelligence Network.

It is in that context that this book is "6 stars and beyond."

QUOTE (p. 135). At its root, social business is about making the economy work for everyone, including the poor people at the bottom of the pyramid who are usually left out."

Early on the author states that a key finding was that lending to women brought more benefits to families than lending to men.

QUOTE (p. xii). Poverty is not created by poor people. It is created by the system we have build, the institutions we have designed, and the concepts we have formulated.

QUOTE (p. xiv). All it takes to get poor people out of poverty is for us to create an enabling environment for them. Once the poor can unleash their energy and creativity, poverty will disappear very quickly.

This is all true, but will not happen absent one of two conditions:

a. The "Hidden Powers" have to get out of the way and allow infinite wealth to happen, realizing that that in no way seeks to reduce or redistribute their wealth.

b. Enough people stop paying taxes to governments that have been captured by the Hidden Powers, and turn instead to a combination of local to global one to one giving and more local trusts that refuse to fund national corruption.

The author speaks to credit as a human right, and this is provocative in part because he contrasts the failure of classical banking (which did not fail, it did what it was supposed to do and finished looting government treasures after first looting the public) with the rise of criminal loan-sharking. One can only speculate about a future in which all loans are transparent and profit in consonance with the Qu'an and the Bible.

Core points for me:

Poor are not the only demographic in need. Elderly, disabled, single moms, unemployed, prisoners and ex-prisoners, homeless, uninsured--this book and its practical reflections are relevant to everyone including former Wall Street executives in fear of mob lynching.

Particularly when empowering women, a local sales strategy is a cultural intelligence manifesto. Husbands and communities must be culturally engaged and must embrace the proposed initiative in cultural terms.

Culture is both a barrier and an enabler. Counter-culture needed (see my review of Counterculture Through the Ages: From Abraham to Acid House

Design and engineering MATTER--must pack the highest nutrition into the lowest cost container--inclusive of ecological and social costs.

Social business does not have the "luxury" of bad management.

Start small, learn fast. CONTINUOUS learning with respect to cost reduction. Plan for rapid replication. Social business is an "open"--see my online keytone to Gnomedex, "Open Everything." On page 109 author is explicit on this point, emphasizing the sharing of information.

Dividends are social, not financial. Social business goal is problem-solving not profit-making. Intended to provide employment, help consumers, enable entrepreneurship (local to global wealth creation), provide stability.

Advertising and petroleum-based packaging have no place in social-business. The author says "re-think the entire value chain." I have a note: Hack the value chain.

A MAJOR aspect of this book that many will miss it the author's focus on leveraging dormant technologies, patents that are lying idle, by innovating applications for the poor that were not monetizable in the "high end" version of capitalism. I am very impressed by the SASF and Intel examples. Addidas also, striving to create shoes that can sell for no more than one euro--I learn more about the preventive health role of shoes.

A HUGE point for me is that this book also provides an alternative investment for donor countries that now lose half or more of their investments when seeking to help governments whose corrupt intermediaries cripple the investment from day one. Local trusts, the conversion of traditional companies or state companies, the establishment of social business labs, all are begging for donor country investment.

Aided by the Nobel Prize, the author has helped many for-profit companies establish social business arms that leverage the very high-value expertise in the for-profit, in essence creating intangible value outside that rewards employees inside.

Social business is NOT about personal sacrifice by the employees--pay and benefits must be comparable to for-profits, it is the objective of the business that is different.

Information technology is having a double-positive impact on disease: on the one hand aggregating information on rare diseases that are proliferating for lack of focus; and on the other, allowing the cost-effective treatment of rare diseases widely distributed by allowing remote intervention by limited experts.

Western medicine costs ten times what the same medical procedures cost in Third World (and recall, PriceWaterHouseCoopers has documented that 50% of every US medical dollar is WASTE).

Training entire medical teams in Third World instead of one doctor (only) in the West is new model.

MISSING LINK is financial and legal infrastructure for social business; this is important because it has implications for how money is raised and managed.

HUGE POT OF MONEY to be found in all Corporate Social Responsibility (CSR) funds.

To my surprise, the author feels that social businesses should be organized as FOR-PROFIT and should pay taxes. Buy the book to learn why.

He discusses emergent options including the Community Interest Company (CIC) in the UK and the Low Profit Limited Liability Company (L3C) in the US, and I am especially fascinated by the Chicago New Cooperative, journalists with integrity that want to do what corporate media in the US refuses to do: honest informative reporting.

CORE POINT: The global humanitarian crisis has not been solved by existing non-profits (including the Red Cross--Haiti is a "2% delivery" failure and also a crime against humanity).

Role of universities as monitoring entities.

Water as the next frontier for capitalism, but I am personally dubious that any existing for-profit can combine the integrity and vision needed.

Grameen Labs becoming multi-functional. Social Business Summit is something to keep an eye on, I would like to see it come to Central America, which in my view is on the verge of a political and socio-economic "break-out."

Grameen Employment Services (GES) seeking to protect and provide migrant workers.

Major flaw among governments are the subsidies for businesses that would not otherwise survive. I recall a comparison of the healthy foods pyramid with US government subsidies in which the US government subsidies are for the worst food groups and so out of balance as to call into question the integrity of the US government.

Author speaks of "financial engineering" and how excessive profits have skewed capitalism. See William Greider's Come Home America: The Rise and Fall (and Redeeming Promise) of Our Country to learn that financial engineering (a fancy term for fraud) multiplied financial "product" values by seventeen times against physical asset values that multiplied only five times in the same period. That makes Wall Street guilty of financial fraud to the tune of twelve times.

The author ends the book with a list of eight personal goals that are completely consistent with the Millennium Goals of the United Nations--the problem we all have, which Earth Intelligence Network has solved, is that there is no "strategic analytic model" in effect that allows for the rigorous evaluation of all expenditures; and the UN has not yet found the internal fortitude to get into the intelligence analysis business, to include the creation of a Global Range of Gifts Table that can harmonize one trillion a year in giving (see my own recent book, also free online, INTELLIGENCE for EARTH: Clarity, Diversity, Integrity, & Sustainability, for the game plan).

I must end by noting that Karl Weber, co-author of both of Muhammad Yunus' books, has made a signal contribution that merits more work. We need many more books like this, Karl Weber clearly understands the total vision, and for that I salute him.

Building Social Business: The New Kind of Capitalism That Serves Humanity's Most Pressing Needs Feature

• ISBN13: 9781586488246
• Condition: New
• Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed

Building Social Business: The New Kind of Capitalism That Serves Humanity's Most Pressing Needs Overview

Muhammad Yunus, the practical visionary who pioneered microcredit and, with his Grameen Bank, won the 2006 Nobel Peace Prize, has developed a visionary new dimension for capitalism which he calls “social business.” By harnessing the energy of profit-making to the objective of fulfilling human needs, social business creates self-supporting, viable commercial enterprises that generate economic growth even as they produce goods and services that make the world a better place.

In this book, Yunus shows how social business has gone from being a theory to an inspiring practice, adopted by leading corporations, entrepreneurs, and social activists across Asia, South America, Europe and the US. He demonstrates how social business transforms lives; offers practical guidance for those who want to create social businesses of their own; explains how public and corporate policies must adapt to make room for the social business model; and shows why social business holds the potential to redeem the failed promise of free-market enterprise.

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