World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories Review

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World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories ReviewLet me just begin this review of David Meerman Scott's "World Wide Rave" by saying that I admire and respect the innovative concepts that David teaches.
If you are in marketing or communications or public relations or, especially, the leader of an organization, today's world has gotten to be too competitive, too fast-moving, and too smart for you to cling to many of the tired old tenets of traditional outreach. You must ignore the old rules of advertising and PR, David writes ... and I agree completely. Success comes from people wanting to share the more credible information and stories they hear about you with their friends and colleagues. Conventional wisdom, as it is applied to marketing and promotion, is broken and far less effective in today's online world.
"World Wide Rave" is, I believe, one of the most important books about marketing in the Internet Era that I have read. The author is a man with deep credentials and perspective, and who, himself, has created world wide rave for his new approaches and ideas to marketing, and for his books.
David explains that we must "lose control," that we must understand that creating visibility in today's online world means releasing control of old approaches, like promoting messages, and capturing sales leads. The old PR agency idea of counting press clips is antiquated and silly in today's world. We can measure success but no longer through outdated business school Return on Investment (ROI) calculators.
Nobody cares about your organization or your products, David writes. What people care about are themselves and ways to solve their own problems. In order to have people talk about you and your ideas, he writes, you must resist the old urge to sell or hype your products and services. Today's style is rather one of finding "triggers" that stimulate attention and harness the power of the digital revolution. Rave is finding ways to get people talking about you.
"World Wide Rave" is filled with practical examples and guidance on how anyone can create world wide buzz about their organization or products or themselves. And, the best part is that we are living in an age when we have the ability to create rave ... or, a splash of significant awareness ... at little or no cost.
As an author and journalist, myself, who has studied and consulted on evolving trends of image-making and getting attention for many years, I would rank David Meerman Scott's "World Wide Rave" as one of the distinctive, trend-setting works, in the same category as Blanchard's "The One Minute Manager," and Beckwith's "Selling the Invisible."
After reading the 194 pages, I sat back, and thought, Wow!"World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories Overview

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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Review

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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web ReviewThe book clearly explains that we're in the process of a paradigm shift here regarding marketing/PR and the like. So props for that. I guess I was looking for more of a manual of "how-to's" in the social media realm. There was some good stuff in here. But as a small business owner I found myself skipping over a fair amount of the pages that were discussing how different departments should respond and what their goals should be. I would say pick this book up if you're part of a big organization trying to better understand "social media" and you want to find a place for it in your mid to large size company.Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Overview

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Digital Impact: The Two Secrets to Online Marketing Success Review

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Digital Impact: The Two Secrets to Online Marketing Success ReviewGenerally, I do not think much of books touting an "x" number of solutions, and less so those claiming access to secrets or arcane knowledge. But my quick flip to the introduction on page 4 grabbed my curiosity and I read it all. No regrets. Overall, an easy read, infused with several empirical datasets...(No surprise here, Ramsey has access to all eMarketer's stats anyways).
Quite impressed with the broad scope and the well thought-out perspective on effective digital advertising. I know from experience that articulating a "universal theory" of digital measurement is not an easy feat, even for experienced analytics professionals. But this book made a commendable attempt. With this strong opening on analytics and content established in the first couple of chapters, the book proceeded to weave the concepts into its discussion of the common channels any digital marketer strives to harness today--display, email, search, mobile, and video.
Audience new to or interested in digital analytics or digital marketing should find this book educating (and entertaining in certain respects), providing a good foundation for understanding other content they may encounter on the several good blogs and articles out there. The advanced digital analytics or strategy professional will find the book refreshing and will certainly pick up additional perspective that will serve him/her well as we all navigate this highly dynamic digital space.Digital Impact: The Two Secrets to Online Marketing Success Overview

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International Communications Strategy: Developments in Cross-Cultural Communications, PR and Social Media Review

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International Communications Strategy: Developments in Cross-Cultural Communications, PR and Social Media ReviewReview : International Communications Strategy - Silvia Cambié and Yang-May Ooi
The authors of this important new book are both deracinées - Silvia is an Italian who studied in Austria and then went to work in Czechoslovakia and Brussels before moving to London. Her co-author, Yang-May is Malaysian-Chinese and now resident in the UK.
The sub-title to their book is Developments in cross-cultural communications, PR and social media. While merely living and working abroad does not naturally make you an expert in cultural differences, both of the authors have strong track records as professional communicators: Cambié is on the only European on the IABC (International Association of Business Communicators) and has reported on the former Soviet Union and Eastern Europe for British and German newspapers, while Yang-May is an early adopter of social media who lectures regularly on Web 2.0 as well as being the successful author of legal thrillers.
But what sets this book apart from many that we review is that it is not based on a single idea. Unlike Gladwell's Outliers or Anderson's Long Tail, this is not a book with a clever central idea that the author has spun out to 200 pages. International Communications Strategy is certainly about an idea - Globalization 3.0 - but they authors do not set out to claim that they have invented the concept.
What you will find in this book of two halves is a feast of case studies that build an inescapable argument. Cambié has unearthed stories from Brazil to China, from India to Slovakia that show how people are developing new ways of talking and inter-acting that are not aping the West but are creating powerful new models for all professional communicators to study and adapt.
Take for instance what happened to the Taj Hotels owned by the Tata Group in India, one of the world's super-multinationals that recently bought the UK luxury car manufacturer Jaguar with some of its loose change. In 2007 the Taj Hotel Group approached the American hotel chain Orient Express with a view to building a business alliance. Cambié takes up the story:
"Orient Express refused by saying that any association with a predominantly domestic Indian brand would affect the value of its luxury brand. The Indian group fought back demanding and apology and declaring the Taj as one of the world's most trusted brands in hospitality."
"If you are used to managing the reputation of a Western brand whose credibility is taken for granted in most parts of the world, a situation like this will stretch your creativity beyond the limits of any work you have done before. How do you defend a valid business proposition from the biases of the very same culture you have been raised in? How do you protect a brand against cultural discrimination?"
It is through questions like these that Cambié points the way to a new world order in which so-called sophisticated Western communicators will find their paymasters to be in Shanghai rather than New York, Mumbai rather than London. Cambié's challenge is that we have not developed our cultural bearings outside of the West sufficiently to operate as effective communicators in this new world of Globalization 3.0. And perhaps she has a point. While British communicators complain that their jokes don't work with the Germans, there is a far bigger game to win or lose of which we have only the slightest inkling.
We do get the odd glimpse about how much the world has changed in communication terms. Cambié describes "the day the world changed" in communication on 12 May 2008 when a massive earthquake hit China's Sichuan province, north-west of Chengdu:
"The Xinhua News Agency reported the news 18 minutes later. An hour and a half after the quake, Party Secretary Hu Jintao had already made public his plans for emergency relief efforts and Premier Wen Jiabao had announced he had left for the scene of the disaster. This reaction speaks volumes about the way in which China has changed and has become aware of how it is perceived abroad."
Not only has China got itself on the front foot (in 1976 when 240,000 died in a similar earthquake the authorities denied its happening and refused international aid), but its news management was more accurate in describing a more authentic and compassionate government than the newsreel of Bush flying over a flooded New Orleans while local TV concentrated on stories of looting down below.
Hitherto opaque regimes are making us change our cultural values through growing financial clout and greater visibility. Yet at the same time there is the perfect storm of technology change and youthful populations in the BRIC economies for communicators to contend with.
The second part of the book is Ooi's take on the role of social media on international communications. Here she gives a concise and readable history of the evolution of Web 2.0 which serves as an excellent primer on this whirlwind phenomenon. But she does not deluge us with the same examples that American pundits are always drawing out of the hat. Instead she brings a refreshingly Eastern perspective to the subject. Who has heard, for instance, of the Kitten Killer of Hangzhou?
"The online video shows a woman standing in stiletto heels, her face partially obscured. She is by a river bank, caressing a kitten gently - apparently kindly. She bends down and places it on the walkway by her feet. The creature is docile, trusting. The camera follows her as she bends, focusing in a close-up zoom on the cute little kitten. Her feet in their shiny, stiletto sandals are very close to the animal. She steps on the kitten, hard, killing it."
"This is just one of many videos that had been spreading across the internet in China, showing dogs, cats, rabbits and toads being stomped to death by a sexy woman wearing stockings and high heels."
Ooi's example is important because as the videos spread they caused an outcry and a turning point for animal welfare in China.
"The woman and her actions were in effect tried online through the debate on blogs and on the threads on discussion boards....the woman was found. She was a nurse and had apparently been recruited by the men who had made the film. She was fired from her job and made an online apology."
A country which ostensibly had little regard for animal welfare (in 2006 around 50,000 dogs were killed indiscriminately as part of a cull against a suspected rabies outbreak), was able to demonstrate grass-roots protests and desire for change through the medium of social media.
Ooi's point is that social media's power lies in making the silent majority heard whether that is through posts on CEO blogs in the US or on the disaster relief sites that sprang up around Asia following the Xmas tsunami of December 2004.
In the concluding chapter of the book Cambié sets out to answer why Globalization 3.0 is critical to communicators:
"...these new international players are here to stay. In the past, they may have bought our products, but they will soon be buying our businesses. Working for these new bosses will require exceptional cross-cultural sensibility and world-class communication skills."
If this book is not the definitive word on Globalization 3.0 then it is its clarion call. The scores of examples and case studies collected by its authors are a powerful arsenal of arguments that will require any communicator, whether we stay inside our national borders or work abroad, to rethink not just what we say and how we say it but the channels we use to communicate. Ignore the book's central theme and we run the real risk of becoming irrelevant for our audiences and our clients.
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The Business of Influence: Reframing Marketing and PR for the Digital Age Review

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The Business of Influence: Reframing Marketing and PR for the Digital Age ReviewPhilip Sheldrake's book on influence is one of the most rewarding reads I've had this year. It's not for the faint hearted and requires concentration as it is simply JAM packed full of nuggets of wisdom and insight. In fact, I think this book will become a reference book for me over the next 6 months. I love the way that Philip tries to help people in my industry align activity and tactics to real business value and insight. I think he provides a thought provoking framework to help shape how businesses are structured and how they need to change mindsets and adjust to the new world that surrounds us all. The Influence Scorecard, builds on the Balanced Scorecard and similar business performance management approaches and is certainly something I want to get my head around so I can take this back into businesses that I work for. I highly recommend this read for ANYONE in marketing, communications and PR, it's simply a must read.The Business of Influence: Reframing Marketing and PR for the Digital Age Overview

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No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing Review

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No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing ReviewNo B**S Social Media, a Recommended Book (Four Stars)
No B**S Social Media, Review No B**S? Really! No B**S Social Media at least has a catchy title. It certainly got my attention and hope that this would be one of the better books on Social Media Marketing. I teach Social Media Marketing in San Francisco and online (just Google `Jason McDonald' or click on my profile to find me), and so I am always on the look out for new insights into the emerging world of SMM.
Bottom line: four stars
I recommend the book as a good, fresh intro to Social Media Marketing.
The book's strength: a detailed, high level overview to WHY Social Media matters.
The book's weakness: lack of how-to-, step-by-step detail.
No B**S Social Media is 90% a conceptual book, and only 10% a practical how-to guide. The discussions of ROI / Metrics, review marketing, and how to organize your social media team in a larger company are all quite good. If you have an established product, more than ten employees, and are looking for a good airplane read on social media, this is a good book for you. If you are a start up, a single employee company, or are looking for a detailed practical manual on Social Media Marketing, you are better served by Social Media for Dummies.
Be Afraid, Be Very Afraid of Social Media
Not surprisingly, given its brash title, the book's tone is no nonsense. One major theme in the book is: Be afraid, be very afraid! Be afraid, first of all, that the Social Media Revolution is here, and be afraid that you - Mr. or Ms. Marketing - do not understand it. Your company will be doomed as will you - so you had better start paying attention! Do I agree with this statement? Absolutely. Do I agree with the tone: not at all.
Should you be afraid of Social Media? If you are a large company like Nestle or United Airlines, there is certainly reason to fear the viral attack campaign of your Facebook page, or the viral video "United Breaks Guitars." For most businesses, however, the worst that happens is a) the unhappy customer review on Yelp or Google Places, or b) a complete lack of interest by your customers in your products.
Very few of us will experience a viral video assault like "United Breaks Guitars," but many of us will experience the "b" option - difficulty getting our customers to truly be excited about our brand, our products, and our news. Fear is the wrong metaphor, in my view.
Attitude is everything I believe, so despite what No B**S says, I encourage you to be open minded about Social Media rather than fearful. Expect some direct insights from your customers, good or bad, but see this revolution for what it is: an amazing, fun marketing opportunity to get to know your customers regardless of the limits of time or space. Experiment. Be innovative. For many small businesses, Social Media will start and end with Google Places and Yelp. That's OK. It all depends on what YOU make what works for YOUR BUSINESS.
My take, therefore, is 1) don't be afraid you will be left behind, there is still plenty of time to get started in Social Media Marketing. But certainly take the plunge now and start educating yourself and your company, and 2) don't worry too much about the high-visibility attacks such as those against Nestle or United Airlines. Unless you are a major brand, those viral social media messages are very rare indeed, and 3) look for focused opportunities rather than trying to do everything at once. Nigerian proverb: man who goes after two mice, catches none. So, focus, focus, focus on just the best social media opportunities, unique to your business.
Social Media Opportunities - Reviews and Review-based SMM
For many businesses the strongest Social Media Opportunity is in the review space. Fortunately this is the best part of the book - its discussion of reviews and eWOM (electronic word-of mouth). Nowadays, many customers may base their decision to engage with you on reviews posted about your company or products on sites such as ePinions.com, Amazon.com, Yelp.com, and other platforms. Small businesses like roofing companies or attorneys, in particular, are being reviewed heavily on Yelp and Google Places.
Do reviews matter to your business?
If so, what is your strategy to encourage them?
If so, what is your strategy to monitor and respond to them - good, bad, and ugly?
With respect to reviews, the authors make the obvious but necessary point that people often do NOT believe advertising but they WILL believe the reviews of total strangers. Looking for a new Bar-be-que restaurant in Dallas? Turn to Yelp or Google Places, read reviews, go to restaurant. Ready to buy a new book on Amazon? Read the reviews, like the reviewer, buy the book. Review marketing is big, and getting bigger. Reviews matter. Do you lack a review strategy? Then be afraid, be very afraid.
Here, however, is where the book falls down. We are given no easy Web index of sites that have reviews, tools or tips to encourage reviews - so we know that reviews are important, but we aren't really taught how to cultivate them, at either the conceptual or practical level. Like so many books in this sector, the book reads too much like a novel and not enough like a workbook. As someone who teaches Social Media Marketing, I know from my students that what they want are practical, step-by-step directions on issues like how to encourage reviews. In this regard, No B**S Social Media disappoints. It even lacks an appendix of great websites, or power tools for Social Media - items that in this Internet age should certainly be part of any book on the topic.
Conclusion
There's theory and then there's practice. A truly excellent Social Media Marketing book would have booth - a discussion of why reviews matter, and also a step-by-step guide to how to encourage reviews. No B**S Social Media is more theory than practice, but it's still a good book. Buying it, reading it, and most of all - beginning to embrace Social Media - is a start. That's no B**S.No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing Overview

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Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR Review

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Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR Review
Not a bad book. I thought it read pretty well. It's full length, has some good content, and is current as far as I could see when it comes to the topic of social media MARKETING (SMM). And it presents SMM from the slant of a competent up-to-date public relations professional. If you are a public relations professional and have not yet crawled out of the Dark Ages and become computer literate, then I highly recommend you give this book a read. But for the rest of us who have been following SMM (whether we are public relations specialists or not), then I didn't really see much new covered or included in this tome. As a result I am going to drop my star rating for it down a notch. The book is broken into the following 5 parts and 19 chapters:
Part I. The true value of new PR (1-5)
Part II. Facilitating conversations: New tools & techniques (6-10)
Part III. Participating in social media (11-14)
Part IV. PR 2.0: A promising future (15-18)
Part V. Convergence (19)
0.1 -The socialization of media & PR 2.0
0.2 -Introduction: Social media is the reinvention of public relations
1. What's wrong with PR?
2. PR 2.0 versus public relations
3. PR 2.0 in a Web 2.0 world
4. Traditional versus new journalism
5. PR is about relationships
6. The language of new PR
7. Blogger relations
8. Social media releases (SMRs)
9. Video news releases (VNR) 2.0
10. Corporate blogging
11. Technology does not override the social sciences
12. Social networks: The online hub for your brand
13. Micromedia
14. New "marketing" roles
15. Community managers & customer service 2.0
16. Socialization of communication & service
17. The rules for breaking news
18. A new guide to metrics
19. PR 2.0 & PR 1.0 equals putting the public back in PR
A. The SEC & the importance of recognizing corporate blogs as public disclosure
B. It's alive! A roadmap to the social media dynamic landscape
I did not see a chapter on Investor Relations (IR). And since we all know that is ALL about public relations in large companies I viewed that as a gap, hole or deficiency in the book. I don't consider it to be something that can easily be merged into the topic of "corporate blogging." This is especially true after the authors included Appendix A regarding SEC regulations.
My favorite part of the book was Appendix B where the authors include a grid of URLs and short explanations for each. I found it to be a wonderful crib sheet or toolkit for an SMM professional to use when building his or her marketing and PR game plans. 4 stars!Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR Overview

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Social Media Metrics: How to Measure and Optimize Your Marketing Investment (New Rules Social Media Series) Review

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Social Media Metrics: How to Measure and Optimize Your Marketing Investment (New Rules Social Media Series) ReviewJim Sterne describes in this book techniques and strategies that are essential in order to optimize companies' efforts when it comes to Social Media efforts. This is the first book in this arena and it is a game changer for companies looking to increase their social presence and profitability in any social media: forums, review sites, social networks, blogs, microblogs, and others.
The book will help readers to manage Social Media as a serious business tool, a corporate asset in a world where companies become more aware / vulnerable to customers' opinions and needs. It will help them convince upper management to invest resources in social media and understand how profitable Social Media is for the organization.
As the author writes:
"Success in social media is not found in how many people got your message; it's found in how many people thought your message was remarkable - literally. How many people were intrigued enough by the point you were making to comment on it and pass it along to their friends?"
If your company (large or small) is trying to make a difference and succeed in the online world, I warmly recommend this book.Social Media Metrics: How to Measure and Optimize Your Marketing Investment (New Rules Social Media Series) Overview

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How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business Review

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How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business ReviewIf you're a an entrepreneur that regularly follows Guy Kawasaki or Perry Marshall's missives on Google search and email marketing, you'll want to read this book ASAP. Turner and Shah place social media strategies and platforms in context so that you avoid those "spinach caught in your teeth" kinds of mistakes non-net-natives (like me) tend to make. They also offer plenty of practical tips for fine-tuning efforts on the major platforms, tracking online conversations and dissecting what the competition is doing. It's one of those books you'll refer to over and over again. Especially Chapter 11, How to Use Promoting Platforms to Help you Grow Your Sales and Revenues".
That said, the book is peppered with valuable case studies featuring many impressive Fortune 500 companies. I would have liked more case studies featuring start-ups and smaller companies like ours -- those that have to keep a remorseless eye on the time and effort involved with all social media efforts...
How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business Overview

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The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World Review

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The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World ReviewThis book was sent to me for free from a textbook company that I use. It is a very current primer on social media, why it is important and how it can change your business/organization. I have a feeling it will be dated in another year or so but right now it is a terrific book to read to build your social media knowledge base and understand how all types of organizations are leveraging social media. There are a bunch of case studies in the middle of the book that are interesting, especially the one on how the Red Cross used social media to raise money for the Haiti earthquake relief. I recommend it, especially if you are someone without a strong base knowledge of the topic.The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World Overview

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