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 We can measure success but no longer through outdated business school Return on Investment (ROI) calculators.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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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Review

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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation ReviewAgree with others that this book is very well written. Easy to understand and reads quickly, which is notable for a book on a subject that could easily be made a much more complicated and technical conversation. Especially helpful are the 'pledges' at the beginning of each chapter that identify questions up front that the content in the chapter will address. Also helpful are the case examples at the end of each chapter.
From a content perspective, the book explores the main components of digital strategy, and is written in a way that is relevant to any size business, whether it be a large organization or a start-up. Personally, as a brand manager within a larger company, this book added depth to my basic understanding of digital marketing strategy and helped me better understand how it should be integrated into overall marketing strategy and execution.
However, since the digital (and especially social media) landscape has been evolving at such a rapid pace (and since the book was written), it would be great to see updates made to some chapters within the book to make it even more relevant.
Otherwise, this is a great book for those looking for an in-depth introduction to digital marketing principles and strategy, or even for those already familiar with digital marketing in their organization who would like to better understand how what they do fits into an overall digital marketing framework.Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Overview

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Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now Review

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Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now ReviewPeter Drucker, who Jack Welch called "the greatest management thinker of the last century," suggested that businesspeople have clear answers to the following three questions:
1. What is your business?
2. Who is your customer?
3. What does your customer consider value?
In "Real-Time Marketing & PR," bestselling author David Meerman Scott urges businesspeople to consider a fourth question:
"How can you deliver value faster?"
With changes brought on by the internet and other forms of technology, the concept of delivering value faster has become, for many, a governing competitive advantage.
In this new effort, Scott (who, in full disclosure, is a client and friend) tells the stories of people and organizations that have acted on real-time opportunities, or have built cultures based on delivering value at breakneck speed.
Scott writes, for instance, about how TMZ and Politico regularly scoop larger news sources, because TMZ and Politico operate on a model that focuses almost exclusively on "breaking news and instant analysis." He tells us, too, about how ClickSquared gets better open-rates and more upsells when the emails they send are triggered by what's happening to recipients in the moment. Also, in an in depth analysis of the "United Breaks Guitars" story, he discusses how Taylor Guitars and Calton Cases grabbed attention for their brands by taking prompt action on a piece of the whole.
If you've read other books by Scott, you know he provides readers with plenty of tactics. This book is no different. In it, you'll learn about using social media, crowdsourcing, videos, mobile devices, media alerts, communications guidelines, and other tools, which will speed up the way you collect and act upon information.
The book's greatest service, however, isn't in its tactics. Instead, it's in helping readers develop a "now" mindset - one that will help them take action in a situation as it's happening -- when acting matters most.
Once you read Scott's sage counsel and entertaining stories, you'll likely see your business environment in new ways. With speed as a lens, you'll spot opportunities and take action with a swiftness that may surprise you.Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now Overview

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Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising Success Review

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Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising Success ReviewThe book provides a great overview of fundraising, communications and marketing online. Each chapter is a separate essay by an expert in the field. Topics include ePhilanthropy Strategy, Multichannel Marketing, Integrating Online and Offline Databases, Building Online Communities, Reaching & Inspiring Donors Online, Advocacy, Staffing, and ePhilanthropy Regulation and the Law.
The field of ePhilanthropy is evolving and many organizations are seeking answers to implementing online programs. This book offers great perspectives on how nonprofits can take advantage of technology to increase their effectiveness.
(Eve Fisher, Eden Web Consulting, M.S. Technical Communications)Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising Success Overview

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eMarketing Strategies for the Complex Sale Review

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eMarketing Strategies for the Complex Sale ReviewUnlike many of the "new marketing paradigm" books, Albee doesn't repeat the viewpoint of "be everywhere, all the time blogging, twittering, [insert latest social media craze here]." Instead, she advocates a more thoughtful approach to content marketing, one that is better suited to the deliberate and complex marketing activity of large B2B companies.
The planning guidelines are very helpful for making manageable a large corporate content effort and measuring the impact of your new marketing efforts. If you want to give your executives a book to help them understand why you are taking your marketing activities in new directions, this is the one.
The book also presents many guidelines for copywriters on new marketing styles, storytelling techniques, and understanding reader's needs for and perceptions of content.
The book has one significant shortcoming, which caused me to rate it as 4-star instead of 5-star: The book presents only a few real-world examples. More examples would help to validate the author's points and add interest to what is sometimes a dry writing style.
Overall, this is a book that you'll want to give a thorough read, mark-up, share with your team, and reference again.
eMarketing Strategies for the Complex Sale 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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The New Handshake: Sales Meets Social Media Review

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The New Handshake: Sales Meets Social Media ReviewI thought I was a semi-expert on social media. That was until I picked up a copy of the New Handshake: Sales Meets Social Media. This book will naturally appeal to corporate professionals and sales people who have not yet accepted what potential value Facebook, Twitter and Linkedin (to name a few) may add to their marketing arsenal. On the other hand, there are people like myself -- a Director of Marketing for a small business, a blogger since 2006 and one who's been comfortably Tweeting on behalf of nonprofits, businesses and my own personal agenda since Fall of '08. While I'm fairly comfortable (maybe too) with the branding and communication aspects of social media, reading The New Handshake is helping me to construct "a plan" to make the most of my creative messaging. The introduction alone reads like a well written tale on the history of sales. So, not only is The New Handshake a useful and educational tool for us marketeers, it's a page turner as well. I plan to buy at more copies as gifts for my fellow bloggers, social media-ites and biz buds who are always looking for new ways to advance their careers.The New Handshake: Sales Meets Social Media Overview

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

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The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change ReviewThis excellent book focuses on how social media have the power "to make a difference." In a way, that's what all the books about social media are about. However, the special focus of The Dragonfly Effect is to emphasize the behavioral components that drive the actual impact of social media campaigns, and "make them stick," to reuse the expression coined by Chip Heath, who wrote the foreword of the book. The dragonfly metaphor gives the authors the four wings of the model that governs the efficiency of a social campaign: Focus + GET (i.e. Grab Attention, Engage, Take Action): "A dragonfly travels with speed and directionality only when all for wings are moving in harmony," the authors note. Each wing constitutes a chapter, and each chapter details the specific design principles for building up the emotional contagion process.
The book starts with the powerful story of two teams who ended up joining forces, Team Sameer and Team Vinay. Contrary to most social media stories, we are not in a fairyland here: Sameer Bhatia and Vinay Chakravarthy both lost their battle against leukemia in 2008. But both teams achieved phenomenal success by making an impact, not only by raising awareness about donating bone marrow, but also by getting tangible results - i.e. changing mindsets and doubling the number of South Asians registered with the National Marrow Donor Program (NMDP).
The initial condition of success in social medial is to have a focus; in other words, "to hatch a goal that will make an impact." This focus is driven by five design principles: Humanistic, Actionable, Testable, Clarity, and Happiness. Yet, focus, however clear it may be, is not enough. How are you going to stand out in an "overcrowded, overmessaged, and noisy world?" This is when the art of "grabbing attention" comes in, with its own design principles: send out a message which is personal, unexpected, and visual, triggers a visceral reaction, and subsequently enables people to connect with your goal -- engage. People will join your cause if you tell them a story in which they can believe, if you are authentic, address them when they can listen, and if, in turn, you respond to their engagement. Once this is done, you have all the basic prerequisites for people to feel empowered and take action. This is the sort of groundwork that gets 100,000 people to join your Save Darfur Facebook group. "Your goal is to inspire and enable your group to take action." In short, "movements that begin online must be backed by real-life action; otherwise, there is no point."
The book reads well (and is well-written), and again, has the merit emphasizing the social psychology side of leveraging social media both for the initiator and the followers of a social media movement. Multiple examples relevantly illustrate the point of the authors. We may take some exception, to a certain extent, with the use of the Obama campaign as a model. While it is true that the Obama social media campaign itself exemplifies the four wings of The Dragonfly Effect and showed efficiency in making people vote, it is also obvious that Obama failed to create an enduring movement capable of morphing into a lasting political groundswell supporting him as President. An additional chapter could have dealt with the art of stringing campaigns together with a more precise analysis of the complexity of the dialectical interactions between the online and the real worlds. While it is customary to emphasize the social media aspect of the Obama campaign, the actual efficiency of the campaign was founded upon a complementary relationship between the analog and digital worlds. The physical side of the Obama tribe fizzled out, which, in turn, made his team overlook the necessity of coining an efficient social media message moving forward. No Social Web can affect change without a "ground crew" on Terra Firma and, as Dan Ariely mentions in this afterword, an understanding of the predictable irrationality "of what motivates the people behind the social network."The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Overview

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Socialnomics: How Social Media Transforms the Way We Live and Do Business Review

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Socialnomics: How Social Media Transforms the Way We Live and Do Business ReviewQualman insightfully advises companies to patiently build relationships with customers through social media, rather than instantly getting a customer's name and e-mail address into its database. "Good businesses realize that it's not all about the instant win of getting someone into a database," he says. "Rather it is cultivating that relationship via social media. If it's done correctly, you will have a relationship that lasts a lifetime." Throughout the book he tries, but doesn't quite succeed, to show how to "correctly" cultivate such relationships.
Another insight: He says on page 111 that marketers will need to create content (news, entertainment, and how-to information, for example) for their websites, not just advertising messages.
Unfortunately, insights like those are few and far between.
Qualman's platitudinous premise is stated in the introduction, and again in the conclusion:
"It's all about the economy, stupid. No, it's all about a people-driven economy, stupid. If anything, I hope that you have learned this from reading this book."
(In the introduction, Qualman explained that the phrase "It's the economy, stupid" was coined in 1992 by James Carville, Bill Clinton's campaign manager. Qualman merely "adjusted" that phrase to create the book's alleged premise.)
After reading the book, I still don't have the slightest idea how the "people-driven economy" differs from "the economy." Or what the adjusted phrase means.
This book is full of superficial anecdotes and miniscule case studies, platitudes and generalizations, unsupported opinions, idle speculation, specious claims, inconsistent style, imprecise language, typos, and bad punctuation.
In some of Qualman's examples, I couldn't tell whether the facts were real or hypothetical. In many of the micro-case studies, he shows how a company accomplished a certain objective through social media, but does not establish that the objectives could not have been accomplished more cost-effectively through other marketing channels.
He describes the case of Dancing Matt--about Matt Harding, who filmed himself dancing around the world and put his videos on YouTube. The videos were hugely popular, so Stride Gum sponsored his further travels and video production. Stride exercised restraint and placed its logo discreetly at the end of the video (in the post roll). Qualman claims Stride earned "millions of dollars in brand equity," but does not support that claim with any data or sources. Is it his own guesstimate, or did the company tell him it earned "millions"? No clue.
He claims that social media activities "connect parents to their kids like never before." He offers no source, data, or study to support that statement, and he is clearly not qualified to offer that opinion.
Regarding microblogging, he says, "What once took place only periodically around the watercooler [sic] is now happening in real time." Huh? What can be more real-time than water cooler conversations?
He says (on page 52) that micro-blogging functions as a kind of log that you can look back on--at the end of a day or week or month--and review your posts and updates. "It's extremely enlightening because it shows you how you are spending what precious time you have." Ah, yes, it's not only improving the way parents relate to their kids, it's therapeutic as well.
As a downside of social media, he says, Generation Y and Z [are having] difficulty with face-to-face conversations." No support for that claim. Is that his personal observation? He's a marketer, not a sociologist.
He says that staying connected, through social media, to the people who elected Obama president will be the "key to his success as president." The key!
He says social media "allows for a government to be more in tune with the country and to truly run as a democracy by stripping away the politics and getting to the core of what matters." Uh huh.
He recites marketing platitudes that have been true for decades or centuries, but treats them as though social media makes them especially true. An example: "Companies that produce great products and services...will be winners in the socialnomic world."
Here is an example of idle speculation. Qualman uses an example involving NBC's failure to put its 2008 Olympics coverage online in certain circumstances. "Most likely, NBC and their advertisers...were judging themselves using old metrics..." Sorry, you can't prove a point with a "most likely." Qualman could have contacted NBC's marketing department and asked them why they didn't. But that would have required real journalism.
Regarding the concept of network neutrality (although he doesn't use that phrase), Qualman says that if Internet service providers start charging for usage ("per stream") rather than a fixed monthly fee, that would be "malicious."
Qualman devotes almost five pages (perhaps the longest case study in the book) to the Scrabulous case, where the Agarwalla brothers created an online game similar to Scrabble, which they called Scrabulous and which attracted 500,000 daily users at its peak. Hasbro, owner of the Scrabble brand, issued a cease-and-desist letter and pushed Scrabulous off the web. Qualman excoriates Hasbro for being heavy-handed in the case, and he quotes several other marketing professionals who likewise criticize Hasbro for being short-sighted. Yet Qualman presents not a single quote or statement from Hasbro, nor does he speculate as to why Hasbro's believed its legal action was necessary.
I could go on, but you get the point.Socialnomics: How Social Media Transforms the Way We Live and Do Business Overview

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Social Media for Social Good: A How-to Guide for Nonprofits Review

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Social Media for Social Good: A How-to Guide for Nonprofits ReviewI follow Heather's blog and find her ideas very useful. This book seems to bring together most of her ideas in a very tight and well organized book. It is easy to find an idea and put it to use. Many of these ideas are in her blog, but this is so much easier for those who are beginners or advanced beginners with social media. I recommended it to several folks who won't go looking through blogs for answers,but who would find a book easy. So many ideas, I get inspired and start writing down my own adaptations and how I can make these ideas work. I love the "Nonprofit Examples of Excellence" so I can go to those sites and see for myself how they use the ideas.Social Media for Social Good: A How-to Guide for Nonprofits Overview

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

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Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) ReviewIf you're brand new to the world of Internet marketing and social media, this is the book for you. The authors cover the essential topics in clear prose that is quick and easy to read. For someone who already has Facebook and Twitter accounts and knows about Digg and other bookmarking sites and perhaps even has a blog already, there is probably not much here that you don't already know. I would assume given their business that the authors know much more indepth information than they shared in this first book; I hope they get around to writing a second one for people with more social media experience.Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) 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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