tag:blogger.com,1999:blog-75169088834800695672024-02-06T21:29:45.796-08:00MBA's Favorite e-commerce books 2010Reviews of popular press e-commerce books by the Fall 2010 MKTG 6700 e-commerce classe-commerce profhttp://www.blogger.com/profile/00002308773735734056noreply@blogger.comBlogger21125tag:blogger.com,1999:blog-7516908883480069567.post-15840837636758124492010-11-10T18:29:00.000-08:002010-11-11T16:29:06.080-08:00YouTube for Business: Online Video Marketing for Any Business<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVAJYKCCZyQVQ6zQeoEDBOfWW1AJi9efim1QODjTl4LdkvLTbtydtC5OvWofqfsfOB2Z1QeuI5Sibz7otvzqO44cKS66Imfyu3COglTdTwU1Un6RLDKMh6gV2cGKeLMsI9JBG16VDB6tk/s1600/youtube+book.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 214px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVAJYKCCZyQVQ6zQeoEDBOfWW1AJi9efim1QODjTl4LdkvLTbtydtC5OvWofqfsfOB2Z1QeuI5Sibz7otvzqO44cKS66Imfyu3COglTdTwU1Un6RLDKMh6gV2cGKeLMsI9JBG16VDB6tk/s320/youtube+book.jpg" alt="" id="BLOGGER_PHOTO_ID_5538114495123863666" border="0" /></a>As a “newbie” to the e-commerce world, there were plenty of new topics for me to read about.<span style=""> </span>I originally chose TwitterPower, but after seeing 3 other Twitter presentations, I switched books in an effort to learn something new, as well as present a new topic to the class.<span style=""> </span> <p class="MsoNormal"><i style="">YouTube for Business: Online Video Marketing for Any Business</i>, by Michael Miller, focuses on all phases of YouTube marketing.<span style=""> </span>This book is a how-to guide to producing a YouTube video to market a business.<span style=""> </span>The book is clearly divided into different “how-to” sections, and provides a brief history of YouTube.<span style=""> </span>I found the book to be basic, even for me, and focuses more on the technical side of filming a video, than on how to use YouTube to market a business.<span style=""> </span></p> <p class="MsoNormal">As an amateur director, and a PC user, much of this book was not aimed at me.<span style=""> </span>The book speaks about the different types of filming that can be used such as amateur, semi-professional, and professional. <span style=""> </span>Video shooting advice that I found helpful included:</p> <p class="MsoListParagraphCxSpFirst" style="margin-left: 37.85pt; text-indent: -0.25in; line-height: 115%;"><span style="font-family:Symbol;"><span style="">·<span style="font: 7pt "Times New Roman";"> </span></span></span>The video should entertain, educate, or inform a viewer </p> <p class="MsoListParagraphCxSpMiddle" style="margin-left: 37.85pt; text-indent: -0.25in; line-height: 115%;"><span style="font-family:Symbol;"><span style="">·<span style="font: 7pt "Times New Roman";"> </span></span></span>Select the purpose of the video – direct sales, promotion of a product or brand image</p> <p class="MsoListParagraphCxSpMiddle" style="margin-left: 37.85pt; text-indent: -0.25in; line-height: 115%;"><span style="font-family:Symbol;"><span style="">·<span style="font: 7pt "Times New Roman";"> </span></span></span>Shorter is better – no more than 3-4 minutes is recommended by the author</p> <p class="MsoListParagraphCxSpLast" style="margin-left: 37.85pt; text-indent: -0.25in; line-height: 115%;"><span style="font-family:Symbol;"><span style="">·<span style="font: 7pt "Times New Roman";"> </span></span></span>Less is more – keep videos simple, a YouTube broadcast is generally viewed at a small size making it difficult to focus on details in the video</p> <p class="MsoNormal">I was unaware how much thought went into many of the YouTube campaigns launched.<span style=""> </span>Before beginning to post videos on YouTube, a marketing plan must be made focusing on who the target audience is, and what they might find appealing.<span style=""> </span>A how-to video may be work for product such as <a href="http://www.youtube.com/watch?v=ZTpXh33Mbeg">OxiClean</a>, as opposed to building a brand like <a href="http://www.youtube.com/watch?v=ZTpXh33Mbeg">Nike</a> (new soccer cleats) which may require a video expert presentation of a new product.<span style=""> </span>The planning that goes into some of these “amateur” videos is remarkable.</p> <p class="MsoNormal">Overall, this book is a quick read that focuses on all aspects of YouTube.<span style=""> </span>The book goes into marketing strategies briefly, and discusses filming video at length.<span style=""> </span>If you are planning on launching a YouTube channel this book will certainly help you start the site, as well as create some basic videos.<span style=""> </span>I will use this book as a reference guide in the future if I begin working with YouTube.</p><p class="MsoNormal"><a href="http://www.youtube.com/watch?v=TcXJVmLmjJM">YouTube Video</a><br /></p>K.Lazarhttp://www.blogger.com/profile/04419720633543531728noreply@blogger.com1tag:blogger.com,1999:blog-7516908883480069567.post-87296446578845284352010-11-04T18:50:00.000-07:002010-11-04T18:52:43.477-07:00Social Media Marketing for Dummies by Shiv Singh<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg04VfisyRMNh_QSaSUE-UQYJFr3c_c78dqVMBkk-7PybCj2Br18NuJicJVOmfPLBO_zo6Z2o7678KmLXxhu4cRUazpc0paNGCA_LSHh4ilXwkhuMEuPzXt9zTZ45-wienLvr46Oq2Gtv4/s1600/51P8qLkFCcL._BO2,204,203,200_PIsitb-sticker-arrow-click,TopRight,35,-76_AA300_SH20_OU01_.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 300px; height: 300px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg04VfisyRMNh_QSaSUE-UQYJFr3c_c78dqVMBkk-7PybCj2Br18NuJicJVOmfPLBO_zo6Z2o7678KmLXxhu4cRUazpc0paNGCA_LSHh4ilXwkhuMEuPzXt9zTZ45-wienLvr46Oq2Gtv4/s320/51P8qLkFCcL._BO2,204,203,200_PIsitb-sticker-arrow-click,TopRight,35,-76_AA300_SH20_OU01_.jpg" alt="" id="BLOGGER_PHOTO_ID_5535877654041258674" border="0" /></a><br /><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> <w:dontbreakconstrainedforcedtables/> <w:dontvertalignintxbx/> <w:word11kerningpairs/> <w:cachedcolbalance/> </w:Compatibility> <m:mathpr> <m:mathfont val="Cambria Math"> <m:brkbin val="before"> <m:brkbinsub val="--"> <m:smallfrac val="off"> <m:dispdef/> <m:lmargin val="0"> <m:rmargin val="0"> <m:defjc val="centerGroup"> <m:wrapindent val="1440"> <m:intlim val="subSup"> <m:narylim val="undOvr"> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" defunhidewhenused="true" defsemihidden="true" defqformat="false" defpriority="99" latentstylecount="267"> <w:lsdexception locked="false" priority="0" semihidden="false" unhidewhenused="false" qformat="true" name="Normal"> <w:lsdexception locked="false" priority="9" semihidden="false" unhidewhenused="false" qformat="true" name="heading 1"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 2"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 3"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 4"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 5"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 6"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 7"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 8"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 9"> <w:lsdexception locked="false" priority="39" name="toc 1"> <w:lsdexception locked="false" priority="39" name="toc 2"> <w:lsdexception locked="false" priority="39" name="toc 3"> <w:lsdexception locked="false" priority="39" name="toc 4"> <w:lsdexception locked="false" priority="39" name="toc 5"> <w:lsdexception locked="false" priority="39" name="toc 6"> <w:lsdexception locked="false" priority="39" name="toc 7"> <w:lsdexception locked="false" priority="39" name="toc 8"> <w:lsdexception locked="false" priority="39" name="toc 9"> <w:lsdexception locked="false" priority="35" qformat="true" name="caption"> <w:lsdexception locked="false" priority="10" semihidden="false" unhidewhenused="false" qformat="true" name="Title"> <w:lsdexception locked="false" priority="1" name="Default Paragraph Font"> <w:lsdexception locked="false" priority="11" semihidden="false" unhidewhenused="false" qformat="true" name="Subtitle"> <w:lsdexception locked="false" priority="22" semihidden="false" unhidewhenused="false" qformat="true" name="Strong"> <w:lsdexception locked="false" priority="20" semihidden="false" unhidewhenused="false" qformat="true" name="Emphasis"> <w:lsdexception locked="false" priority="59" semihidden="false" unhidewhenused="false" name="Table Grid"> <w:lsdexception locked="false" unhidewhenused="false" name="Placeholder Text"> <w:lsdexception locked="false" priority="1" semihidden="false" unhidewhenused="false" qformat="true" name="No Spacing"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 1"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 1"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 1"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 1"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 1"> <w:lsdexception locked="false" unhidewhenused="false" name="Revision"> <w:lsdexception locked="false" priority="34" semihidden="false" unhidewhenused="false" qformat="true" name="List Paragraph"> <w:lsdexception locked="false" priority="29" semihidden="false" unhidewhenused="false" qformat="true" name="Quote"> <w:lsdexception locked="false" priority="30" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Quote"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 1"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 1"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 1"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 1"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 1"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 1"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 1"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 2"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 2"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 2"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 2"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 2"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 2"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 2"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 2"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 2"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 2"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 2"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 3"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 3"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 3"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 3"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 3"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 3"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 3"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 3"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 3"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 3"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 3"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 3"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 3"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 4"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 4"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 4"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 4"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 4"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 4"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 4"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 4"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 4"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 4"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 4"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 4"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 4"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 4"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 5"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 5"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 5"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 5"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 5"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 5"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 5"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 5"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 5"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 5"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 5"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 5"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 5"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 5"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 6"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 6"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 6"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 6"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 6"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 6"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 6"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 6"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 6"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 6"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 6"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 6"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 6"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 6"> <w:lsdexception locked="false" priority="19" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Emphasis"> <w:lsdexception locked="false" priority="21" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Emphasis"> <w:lsdexception locked="false" priority="31" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Reference"> <w:lsdexception locked="false" priority="32" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Reference"> <w:lsdexception locked="false" priority="33" semihidden="false" unhidewhenused="false" qformat="true" name="Book Title"> <w:lsdexception locked="false" priority="37" name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNormal">Shiv explains that “humans are motivated by others to do things because they are social beings.”<span style=""> </span>He further explains that people feel that they can make better and more confident buying decisions when they take into consideration advice and experiences of others who have already made those decisions before them.<span style=""> </span>Because of the level of past connection built up prior to a recommendation there is a higher level of connection and trust towards a particular message.<span style=""> </span>Shiv’s main point is that marketers should market to both consumers AND to influencers. He calls this form of marketing SIM or Social Influence Marketing.<span style=""></span></p><p class="MsoNormal">The book is a step by step hands on look at how marketers can reach these social influencers and through the use of Social Media and Social Influence Marketing. Because social media has allowed for pretty much anybody to be a content provider even a dummy like myself can have a considerable impact when it comes to affecting other people and their subsequent decisions of how they look for entertainment, utility and necessary everyday things.<span style=""> </span>Singh goes over in depth various forms of Social Influence Marketing platforms and applications. <span style=""> </span></p> <p class="MsoNormal">In the book Social Media Marketing for Dummies Shiv analyzes the pros and cons of Twitter, blogs, Facebook, fan pages, and YouTube.<span style=""> </span>He explains how any why each platform is especially applicable for certain types of brands.<span style=""> </span>He also goes over how to make Social Media Marketing a part of a marketing mix.<span style=""> </span>He explains that Social Media Marketing should not be done in isolation, but should be part of a marketing mix that will provide the most buzz and brand awareness available.<span style=""> </span>Focusing on the influencers is always the key objective.<span style=""> </span></p> <p class="MsoNormal">The most practical application of this book is they break down of how to recognize and identify influencers, and also people that can represent a brand in the social Web.<span style=""> </span>He stresses that these people must be both individuals who have their own opinion and also authentic.<span style=""> </span>He provides info on how to tap into these influencers and make them the driving force behind a Social Influencer Marketing campaign through a certain Social Media platform. He stresses developing the “right voice” for a particular brand and goes over how to establish an appropriate voice. He ends the book with information on how to use metrics on these Social Media platforms to track brand saturation and interest and also the effectiveness of a Social Influencer Campaign.<span style=""> </span></p> <p class="MsoNormal">Overall I feel that this book was a great piece of information on both Social Media Marketing and Social Influencer Marketing.<span style=""> </span>The practical usages represented were in depth and very specific.<span style=""> </span>This was perfect for a dummy like me, and I am quite glad that I stumbled across this book.<span style=""> </span>It applies quite well so far with the class, and touches on many of the things that Professor Gruen has said.<span style=""> </span>I would go ahead and recommend this book to anyone who is interested in finding alternative ways to market to people, and I really do think that these alternative methods of marketing are the wave of the future.<span style=""> </span></p>Andrew Chunghttp://www.blogger.com/profile/03704252297077572161noreply@blogger.com1tag:blogger.com,1999:blog-7516908883480069567.post-17911284888343172322010-11-03T21:49:00.000-07:002010-11-03T22:12:07.140-07:00Spencer Hooker's Review : Why Now Is The Time To Crush It, Gary Vaynerchuk<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://t2.gstatic.com/images?q=tbn:_8LGc8FwrIFVQM:http://wiredpresentations.com/wp-content/uploads/2010/02/CrushIt1.jpg&t=1"><img style="float: right; margin: 0pt 0pt 10px 10px; cursor: pointer; width: 187px; height: 269px;" src="http://t2.gstatic.com/images?q=tbn:_8LGc8FwrIFVQM:http://wiredpresentations.com/wp-content/uploads/2010/02/CrushIt1.jpg&t=1" alt="" border="0" /></a><br />Hi Folks,<br /><br />The book I chose to review is Why Now Is The Time To Crush It! by <code><a href="http://http://en.wikipedia.org/wiki/Gary_Vaynerchuk"><span style="font-family: Georgia,serif;">Gary Vaynerchuk</span></code><code></a></code>. <br /><br />This short, engaging read focuses on how to utilize social media to monetize your passion. Vaynerchuk is the creator and host of <code><a href="http:/http://tv.winelibrary.com/"><span style="font-family: Georgia,serif;">Wine Library TV</span></code><code></a>,</code> a popular wine video blog. <br /><br />In the book, Vaynerchuk outlines a clear social media marketing plan that integrates all of the major sites. His approach is that of total authenticity; so long as a person is engaged in their passion, there is no need for anything less.<br /><br />This book will definitely appeal to anyone with an entrepreneurial mindset. There's a plethora of ideas and insights on how to create your brand, as well as an endless supply of motivation to start out on your own.<br /><br /><span style="font-weight: bold;">Key Takeaways:<br /><br /></span><ul><li>Social media will only continue to gain prominence, ignore it at your own risk<br /></li><li>Traditional marketing platforms are being phased out</li><li>An effective social media marketing plan involves all of the major players (Facebook, Twitter, You Tube, etc.)</li><li>So long as you are passionate, you will find an audience<br /></li></ul>Spencer Hookerhttp://www.blogger.com/profile/09073590116510368530noreply@blogger.com4tag:blogger.com,1999:blog-7516908883480069567.post-40040636259194211262010-11-03T17:07:00.000-07:002010-11-03T20:42:46.740-07:00Dave Rogers' Review of The Twitter Book<i><b>Before I forget. <a href="http://www.youtube.com/watch?v=Y2ULVxPnjrI">Here's the link to my youtube video (my first ever).</a></i></b><br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://1.bp.blogspot.com/_8SvO-YXAbT0/TNH8njSnhVI/AAAAAAAAAFo/OMTHDaK52ew/s1600/twitterbook.png"><img style="float:right; margin:0 0 10px 10px;cursor:pointer; cursor:hand;width: 320px; height: 239px;" src="http://1.bp.blogspot.com/_8SvO-YXAbT0/TNH8njSnhVI/AAAAAAAAAFo/OMTHDaK52ew/s320/twitterbook.png" border="0" alt=""id="BLOGGER_PHOTO_ID_5535483173433476434" /></a><br />I’ve been confused by Twitter since I first heard of it. I did not see how I could benefit from it. Even more, I was not sure how a company could utilize it and make it a part of their marketing strategy. I was looking for a book that could help me in this puzzling area. <br /><br />I have to be honest with all of you. I'm not even on Facebook... But now <a href="http://twitter.com/OneMoreMBA">I’m on Twitter!</a> How long will I keep it up and tweet about my life? I’m not sure yet. The more I have worked on this project the more I'm liking it.<br /><br />The <i>Twitter Book</i> was written by <a href="http://twitter.com/timoreilly">Tim O'Reilly</a>(with more than 1,400,000 million follwers) and <a href="http://twitter.com/sarahm">Sarah Milstein</a>(with just over 11,000 followers). I love it because it teaches you about the various uses and applications of Twitter. If you are looking for a more in depth study of a specific area than this is not the book for you. To just get started this is a good book to grab. It is an easy read at 240 pages and has many pictures, diagrams and colors. Uses examples of screens shots and new features. What more could you want?<br /><br />This book is exactly what I was looking for. It was a match made in <a href="http://www.amazon.com/Twitter-Book-Tim-OReilly/dp/0596802811">Amazon.com heaven for just $13.59</a>. And it worked out perfectly! <br /><br />I believe that this book was written for others like me.Regarding the intended audience for this book I completely agree with Jennifer’s remarks below.<br /><br /><center><i>"...appropriate for those you're trying to convince that Twitter is all the rage. The book reads like a beginner's how-to guide, which means you could even use it as a subtle way to encourage less than stellar Twitter users to improve their Twittering ways."<br /><a href="http://mashable.com/author/jennifer-van-grove/">-- Jennifer Van Grove, Mashable.com</a></center></i><br /><br />In a May 2010, <a href="http://www.inc.com/magazine/20100501/the-oracle-of-silicon-valley.html" ><i>Inc.</i> article</a> on Mr. O’Reilly I found the following statement:<br /><br /><i><center> “In short, he is the guy who will tell you what smart people will be talking about five years from now -- the guy who predicts the future.” Sounds to me like another great reason to check out this book!</i></center><br /><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://3.bp.blogspot.com/_8SvO-YXAbT0/TNIB1veMFmI/AAAAAAAAAF4/HQjuZfBJiLU/s1600/Tim+O%27Reilly.jpg"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 400px; height: 188px;" src="http://3.bp.blogspot.com/_8SvO-YXAbT0/TNIB1veMFmI/AAAAAAAAAF4/HQjuZfBJiLU/s400/Tim+O%27Reilly.jpg" border="0" alt=""id="BLOGGER_PHOTO_ID_5535488914779543138" />http://www.inc.com/magazine/20100501/the-oracle-of-silicon-valley.html</a>Unknownnoreply@blogger.com5tag:blogger.com,1999:blog-7516908883480069567.post-34960547916483220692010-11-03T13:20:00.000-07:002010-11-03T15:21:58.948-07:00"Delivering Happiness" as Reviewed by Sandra Oberdorfer<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg9wqNdS_HPXc60eFlTFXEZ57m5yN9UB7j1gjJejZylFph-oDPDDvzO2fFBSEGzP9UeMl5UEs1LSHA6FT9aSIkD-D72Vlk8RmFqS91svgFcolFWXOZJyqrFvcbW7ifi8XKm4TRJcDWXCz0/s1600/Cover2.jpg"><img id="BLOGGER_PHOTO_ID_5534223058280423954" style="FLOAT: left; MARGIN: 0px 10px 10px 0px; WIDTH: 200px; CURSOR: hand; HEIGHT: 300px" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg9wqNdS_HPXc60eFlTFXEZ57m5yN9UB7j1gjJejZylFph-oDPDDvzO2fFBSEGzP9UeMl5UEs1LSHA6FT9aSIkD-D72Vlk8RmFqS91svgFcolFWXOZJyqrFvcbW7ifi8XKm4TRJcDWXCz0/s320/Cover2.jpg" border="0" /></a><strong>Title:</strong> Delivering Happiness: A Path to Profits, Passion, and Purpose<br /><strong>Author:</strong> Tony Hsieh, CEO of Zappos<br /><br />Hardcover: 253 pages<br />Publisher: Business Plus; 1 edition (June 7, 2010)<br /><br /><p>#1 Hardcover Business Best Seller (New York Times)<br /><br /><strong>Why I Picked The Book - </strong>Browsing through the book section at Barnes & Noble in Colorado Springs in early September, I ended up in the <em>business autobiographical section</em> and Tony Hsieh's book caught my eye. Interested in a retail e-commerce business myself, I thought this might be a good read. Also, the emphasis on <em>happiness</em> made me curious. After all, who doesn't want to be happy.<br /><br /><strong>Read this Book if you are interested in retail e-commerce, customer service, HR & company culture or simply a good old American Dream story - </strong>The more I got into it, the more I got hooked and the more I was trying to find out about Zappos. Eventually, I talked to <em>Scott Klein</em>, a manager in the <em>Customer Loyalty Team</em> at Zappos in Las Vegas, ordered my first pair of shoes from Zappos.com and got <em>WOW</em>ed along the way. In essence, I tested the book on its authenticity and was not let down. Zappos is an inspiring story, an inspiring company, especially when it comes to its customer service, culture and supplier relationships. This book reminded me of <em>The HP Way</em> at its best and I wonder if this amazing culture only works for high-growth companies but somehow gets lost when the business turns very mature?<br /><br /><strong>What the book is about</strong> </p><ol><li>The first portion is autobiographical about Tony Hsieh, the CEO who kept his humility – growing up with a clear sense of entrepreneurship, turning down an offer to sell his LinkExchange company for $1 million while eventually selling it for $265 million to Microsoft a few years later at the age of 24; and how he got involved with Zappos, became the CEO and invested nearly his entire fortune in this company. </li><li>The second portion of the book describes Zappos itself, its culture and its path to success through employee, customer and supplier engagement leading to customer loyalty and profits. </li><li>The third section is about taking Zappos to the next level, by serving a higher purpose namely to bring the Zappos philosophy into other companies as well as people’s lives. In fact, Tony Hsieh is on a bus tour right now (October 2010) delivering his message around the country. </li></ol><p><strong>The primary value of the book - </strong>The book teaches valuable lessons about boldness, humility and tenacity in addition to many business tips. The section on customer service, employee culture and supplier relationships is extremely strong if not revolutionary for corporate America and retail. Zappos has free shipping, sometimes the next day, a 365-day return guarantee and a <em>win-win</em> approach with it internal and external employees and partners. One of Zappos questions is: <em>Have you WOWed at least one person a day?</em> </p><p><strong>Putting Zappos to the Test</strong> - Check out my <a href="http://www.youtube.com/watch?v=c4GbVfOwRnY">video</a>, where I tested the customer service and culture of Zappos. Find out how many WOWs I received on my research journey. </p><p><strong>Resources:</strong></p><ul><li><a href="http://www.youtube.com/watch?v=c4GbVfOwRnY">My Book Review Video</a></li><li><a href="http://www.zappos.com/">Zappos.com</a></li><li><a href="http://www.deliveringhappinessbook.com/">The companion web-site to the book</a></li><li><a href="http://www.nytimes.com/2010/10/03/books/bestseller/besthardbusiness.html?ref=bestseller">The NewYork Times Bestseller List for Business Books</a></li><li><a href="http://www.deliveringhappinessbus.com/">The Delivering Happiness Bus Tour</a></li><li><a href="http://www.deliveringhappinessbook.com/a-video-introduction-to-delivering-happiness/">A Video Introduction to the book by Tony Hsieh</a></li><li><a href="http://about.zappos.com/our-unique-culture/zappos-core-values">Zappos Family Core Values</a></li><li><a href="http://doteduguru.com/id5060-book-review-delivering-happiness.html">Book Review on .eduGURU (Blog about internet marketing in higher educatiion)</a></li><li><a href="http://online.wsj.com/article/SB10001424052748704002104575290742364322212.html">The Wall Street Journal Book Review</a> (includes video-interview with Tony Hsieh)<br /></li></ul>Sandra Ciprianihttp://www.blogger.com/profile/08981372675258689233noreply@blogger.com11tag:blogger.com,1999:blog-7516908883480069567.post-22902854791036521202010-11-01T08:11:00.001-07:002010-11-01T13:52:24.490-07:00Justin's Blog Post on Social Media Metrics<p class="MsoNormal"><span style="font-size:14.0pt;line-height:115%;font-family: "Times New Roman","serif"">Social Media Metrics – How to measure and optimize your marketing investment by Jim Sterne<o:p></o:p></span></p> <p class="MsoNormal"><span style="font-size:14.0pt;line-height:115%;font-family: "Times New Roman","serif"">Copyright 2010<o:p></o:p></span></p><p class="MsoNormal"><span style="font-size:14.0pt;line-height:115%;font-family: "Times New Roman","serif""><br /></span></p><p class="MsoNormal"><span style="font-size:14.0pt;line-height:115%;font-family: "Times New Roman","serif""><br /></span></p><p class="MsoNormal"><span style="font-size:14.0pt;line-height:115%;font-family: "Times New Roman","serif""><br /></span></p><p class="MsoNormal"><span style="font-size:14.0pt;line-height:115%;font-family: "Times New Roman","serif""><img src="http://www.socialmediaexaminer.com/images/rs0810sterne.png" alt="Social Media Metrics" /></span></p><p class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Times New Roman', serif; "><br /></span></p><p class="MsoNormal"><span class="Apple-style-span" style="font-family: 'Times New Roman', serif; ">I selected this book, because I was looking for a resource to give me a good solid base to the subject of social me</span><span class="Apple-style-span" style="font-family: 'Times New Roman', serif; ">dia. I am not technologically advanced, and the idea of social media is new to me.</span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><br /></span></p><p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman"">The book discusses the value of measuring the sentiment and influence of social media and its importance to organizations and brand creation, building and protection. Sterne says brands no longer belong to the companies, but instead the consumer. The book communicates the important value of your social media effort and gives the reader a metric to begin answering the question regarding how much budget and time should be allocated to the effort. <o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><br /></span></p><p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman"">The first chapter is about identifying the goals for the social media effort, which according to Sterne is most often skipped by many social media marketers. He says your business goals, including the ones driving your social media effort, should be chosen only if they generate one of three outcomes: Increased revenue, Lowered costs, or Improved customer service. The author says that if the work you do does not provide an uptick in one or more of these areas, you are wasting your time.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><br /></span></p><p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman"">The book talks about the process and each component of the business process: Setting goals, reaching your audience, Identifying the influence you have, recognizing reaction, Triggering the desired action, Hearing the conversations, and seeing the future. <span style="border:none windowtext 1.0pt; mso-border-alt:none windowtext 0in;padding:0in;mso-bidi-font-weight:bold">The book also tells the reader what to measure and what not to measure and </span>he gives very general advice on how to do it without going into too many technical details. This is not a book of regression analysis, thank you Jim.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><br /></span></p><p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman"">This book is for anybody involved with a business that is using or thinking of using social media.<span style="mso-spacerun:yes"> </span>In the You Tube link below, Jim Sterne explains the importance of the book and why he thinks social media is so crucial to today’s business world.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" align="center" style="margin-top:0in;margin-right:-27.0pt; margin-bottom:0in;margin-left:0in;margin-bottom:.0001pt;text-align:center; line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif"; mso-fareast-font-family:"Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" align="center" style="text-align:center"><a href="http://www.youtube.com/watch?v=U79DxwUg_7I"><b style="mso-bidi-font-weight: normal"><span style="font-size:12.0pt;line-height:115%;font-family:"Times New Roman","serif"; color:windowtext;text-decoration:none;text-underline:none">http://www.youtube.com/watch?v=U79DxwUg_7I</span></b></a><b style="mso-bidi-font-weight:normal"><span style="font-size:12.0pt;line-height: 115%;font-family:"Times New Roman","serif""><o:p></o:p></span></b></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><br /></span></p><p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman"">Jim has spent more than 20 years selling and marketing technical products. He began his career as a professional explainer, helping people understand VisiCalc at a time when "personal computer" was an oxymoron. He successfully described sales order processing systems to people using hand-cranked tabulators. He was at the forefront of the Computer Aided Software Engineering (CASE) tool revolution and has clarified the salient points of object-oriented programming to software engineers across the country.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><br /></span></p><p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman"">The book has many examples and a large amount of information for today’s marketers. It is a book that should be readily available and cannot be fully implemented after one read. It is a reference tool and should be readily available for today’s social media marketer. <o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman"">Book Review Power Point You Tube Link<o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" align="center" style="margin-bottom:0in;margin-bottom:.0001pt; text-align:center;line-height:normal"><b><span style="font-size:12.0pt; font-family:"Times New Roman","serif";mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast;color:black;mso-themecolor:text1; mso-font-kerning:12.0pt"><a href="http://www.youtube.com/watch?v=U6oUhHFAPHU"><span style="color:black;mso-themecolor:text1">http://www.youtube.com/watch?v=U6oUhHFAPHU</span></a></span></b><b style="mso-bidi-font-weight:normal"><span style="font-size:12.0pt;font-family: "Times New Roman","serif";mso-fareast-font-family:"Times New Roman""><o:p></o:p></span></b></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><br /></span></p><p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman"">Submitted by Justin Weis<o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:-27.0pt;margin-bottom: 0in;margin-left:0in;margin-bottom:.0001pt;line-height:normal"><span style="font-size:12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family: "Times New Roman""><o:p> </o:p></span></p>Justin Weishttp://www.blogger.com/profile/13998671856138779358noreply@blogger.com6tag:blogger.com,1999:blog-7516908883480069567.post-21734196024765552792010-10-31T20:47:00.000-07:002010-10-31T20:47:00.751-07:00The New Influencers<a href="http://search.barnesandnoble.com/The-New-Influencers/Paul-Gillin/e/9781884956942/?itm=1&USRI=the+new+influencers"><img border=0 align=right style="margin-left:20pt; margin-bottom:8pt;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEji6fF9p-oIEWooS6lO6icn7U6CdFcQaHhY3cs3ca1Fj_3Yjd_JSRTbHB6n8Ju6XifzvGFpg7dOWt7F2zMvCD_qWqxAtDvFFIvsyagIAvBK5y87j9urX1l9j1SYYvJnDYYpchWON9w7-fE/s1600/34218571.JPG" /></a>At the recommendation of our professor I chose to read <a href="http://search.barnesandnoble.com/The-New-Influencers/Paul-Gillin/e/9781884956942/?itm=1&USRI=the+new+influencers"><i>The New Influencers</i></a> by <a href="http://gillin.com/blog/about/">Paul Gillin</a>. The reason for my choice is the bane of my existence, the <a href="http://nchsoftware.blogspot.com/">NCH Software Blog</a>. I was a computer science undergrad student and never really considered myself a writer and this never ending challenge of writing for a blog has been one of my largest challenges in my current marketing position. And of course since we are software company I am surrounded by coworkers who are completely unwilling to contribute anything that is written in anything other than C++. But I found <i>The New Influencers</i> to be a very interesting read and I hope to take some of the things I learned and use some of Gillin's insights of the blogging community to help improve our company blog.<br />
<br />
In Addition to the recommendation from our professor, Gillin was the founding editor-in-chief of <a href="http://www.techtarget.com/">TechTarget</a>, and a former editor-in-chief of <a href="http://www.computerworld.com/"><i>ComputerWorld</i></a>. The forward is written by <a href="http://www.dealingwithdarwin.com/aboutTheAuthor/bio.php">Geoffrey A. Moore</a>, and the book also comes with recommendations from many well known names including <a href="http://sethgodin.typepad.com/">Seth Godin</a>. None of which is anything to sneeze at. <br />
<br />
Gillin introduces the book with a quote that he himself made back in 2003 that he is forced to admit how he was completely wrong. He said “Blogging’s wave has already crested, now that millions of online diarists are realizing that not that many people actually read this stuff.” The success of blogs despite the odds is a recurring theme in this book and I found his honesty of his mistake on the topic gave me an added level of respect for him as someone who has thoroughly investigated the topic, and like many of the bloggers he spoke to is willing to bend and admit their mistake when it is pointed out to them by their readers.<br />
<br />
Gillin uses case studies and stories to explore everything from the different kinds of blogs to the enthusiasts that write them, viral content, the dangers of ignoring bloggers as a company and much more. I found it to be a very fast and interesting read, and a book I will likely read again to make sure I didn't miss anything the first time through. If you have any interest in learning more about the dynamics of the blogging community, I would strongly recommend that you pick up a copy of <i>The New Influencers</i>.Unknownnoreply@blogger.com3tag:blogger.com,1999:blog-7516908883480069567.post-89387912854736575442010-10-29T16:14:00.000-07:002010-10-29T16:46:00.703-07:00The New Community Rules: Marketing on the Social Web by Tamar Weinburg Reviewed by Kimberly Carpenter<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvTsUSdXW8c_7bz0ZIczfpRCFpUi32d4WRbZnzf8uT9xj384-52k1xWF4KiheLsyv0EEoA2KQOJLYqLgyyZl79j-yMjG3rnAyX_Fr3Thr6ocjgSm2NdTmxB9zdw7GuqBYbFRUVzHxwGFs/s1600/the-new-community-rules-tamar-weinberg.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 152px; height: 200px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvTsUSdXW8c_7bz0ZIczfpRCFpUi32d4WRbZnzf8uT9xj384-52k1xWF4KiheLsyv0EEoA2KQOJLYqLgyyZl79j-yMjG3rnAyX_Fr3Thr6ocjgSm2NdTmxB9zdw7GuqBYbFRUVzHxwGFs/s200/the-new-community-rules-tamar-weinberg.jpg" alt="" id="BLOGGER_PHOTO_ID_5533611045635186242" border="0" /></a>I chose this book for a couple of different reasons. First, I really wanted to know what all the hub-bub was about and thought I might be able to incorporate some of this into my work environment. Second, my group is presenting Twitter and I had no idea what Twitter was about or why everyone was talking about it. I had tweeted once in my life, thought it was stupid and never tweeted since. So I admitted to myself that I really needed to know more before I made hasty decisions and gave up tweeting forever.<br /><br />The book really is a general handbook or guidebook that takes you though the detailed basics of how to get started, figuring out your goals, choosing the right social media to support those goals. Weinberg goes into much detail about some of the major forms of social media available to you, including blogging, microblogging (tweeting), Facebook, Myspace, Linkedin, human contribution sites such as Wikipedia and social news sites. You get a good idea of what each is about and how to behave properly so that you are not ousted by the others. Closing the book by pulling it all together.<br /><br />In general, I thought this book was great for someone like me that really has no idea what it's all about, however it is probably not detailed enough for most students in this class. If you already have an idea of which social marketing tools you would like to use or are already using them, this book may be too general. This book gives you a good overview and you finish knowing a good bit about a lot of different social media sites.<br /><br />This is the first book Tamar Weinberg has published, has been in the industry for about 15 years. She current works at Mashable, a social media news website and consults on the side.<!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> <w:dontbreakconstrainedforcedtables/> <w:dontvertalignintxbx/> <w:word11kerningpairs/> <w:cachedcolbalance/> </w:Compatibility> <m:mathpr> <m:mathfont val="Cambria Math"> <m:brkbin val="before"> <m:brkbinsub val="--"> <m:smallfrac val="off"> <m:dispdef/> <m:lmargin val="0"> <m:rmargin val="0"> <m:defjc val="centerGroup"> <m:wrapindent val="1440"> <m:intlim val="subSup"> <m:narylim val="undOvr"> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" defunhidewhenused="true" defsemihidden="true" defqformat="false" defpriority="99" latentstylecount="267"> <w:lsdexception locked="false" priority="0" semihidden="false" unhidewhenused="false" qformat="true" name="Normal"> <w:lsdexception locked="false" priority="9" semihidden="false" unhidewhenused="false" qformat="true" name="heading 1"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 2"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 3"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 4"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 5"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 6"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 7"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 8"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 9"> <w:lsdexception locked="false" priority="39" name="toc 1"> <w:lsdexception locked="false" priority="39" name="toc 2"> <w:lsdexception locked="false" priority="39" name="toc 3"> <w:lsdexception locked="false" priority="39" name="toc 4"> <w:lsdexception locked="false" priority="39" name="toc 5"> <w:lsdexception locked="false" priority="39" name="toc 6"> <w:lsdexception locked="false" priority="39" name="toc 7"> <w:lsdexception locked="false" priority="39" name="toc 8"> <w:lsdexception locked="false" priority="39" name="toc 9"> <w:lsdexception locked="false" priority="35" qformat="true" name="caption"> <w:lsdexception locked="false" priority="10" semihidden="false" unhidewhenused="false" qformat="true" name="Title"> <w:lsdexception locked="false" priority="1" name="Default Paragraph Font"> <w:lsdexception locked="false" priority="11" semihidden="false" unhidewhenused="false" qformat="true" name="Subtitle"> <w:lsdexception locked="false" priority="22" semihidden="false" unhidewhenused="false" qformat="true" name="Strong"> <w:lsdexception locked="false" priority="20" semihidden="false" unhidewhenused="false" qformat="true" name="Emphasis"> <w:lsdexception locked="false" priority="59" semihidden="false" unhidewhenused="false" name="Table Grid"> <w:lsdexception locked="false" unhidewhenused="false" name="Placeholder Text"> <w:lsdexception locked="false" priority="1" semihidden="false" unhidewhenused="false" qformat="true" name="No Spacing"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 1"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 1"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 1"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 1"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 1"> <w:lsdexception locked="false" unhidewhenused="false" name="Revision"> <w:lsdexception locked="false" priority="34" semihidden="false" unhidewhenused="false" qformat="true" name="List Paragraph"> <w:lsdexception locked="false" priority="29" semihidden="false" unhidewhenused="false" qformat="true" name="Quote"> <w:lsdexception locked="false" priority="30" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Quote"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 1"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 1"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 1"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 1"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 1"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 1"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 1"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 2"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 2"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 2"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 2"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 2"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 2"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 2"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 2"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 2"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 2"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 2"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 3"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 3"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 3"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 3"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 3"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 3"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 3"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 3"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 3"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 3"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 3"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 3"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 3"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 4"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 4"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 4"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 4"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 4"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 4"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 4"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 4"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 4"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 4"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 4"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 4"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 4"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 4"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 5"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 5"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 5"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 5"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 5"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 5"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 5"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 5"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 5"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 5"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 5"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 5"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 5"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 5"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 6"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 6"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 6"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 6"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 6"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 6"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 6"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 6"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 6"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 6"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 6"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 6"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 6"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 6"> <w:lsdexception locked="false" priority="19" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Emphasis"> <w:lsdexception locked="false" priority="21" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Emphasis"> <w:lsdexception locked="false" priority="31" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Reference"> <w:lsdexception locked="false" priority="32" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Reference"> <w:lsdexception locked="false" priority="33" semihidden="false" unhidewhenused="false" qformat="true" name="Book Title"> <w:lsdexception locked="false" priority="37" name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> She participates in many social communities and has many online publications.<span style=""> </span>I felt she was a credible source and I also believe that in her consulting career she probably has answered a lot of basic questions and that may be where the very basic nature of the book stems from.<span style=""> </span><span style=""></span>I would recommend it for someone like me who has tweeted once in their life and uses Facebook only to share pictures with family and friends.<span style=""> </span>It will give you a good idea if it’s something you would like to pursue, the time and costs involved and the benefits.<br /><br /><br /><img src="file:///C:/DOCUME%7E1/kimberly/LOCALS%7E1/Temp/moz-screenshot-2.png" alt="" />Kimberly Carpenterhttp://www.blogger.com/profile/04016098734091038859noreply@blogger.com0tag:blogger.com,1999:blog-7516908883480069567.post-20398135166735776232010-10-28T22:08:00.000-07:002010-10-28T22:17:54.285-07:00FBML by Jesse Stay - A Review by Jeff Miller<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDtPZvGDdL6yYfX0dktB_ppelaWJF8O8UDH_ZR5hlgNVpSOE_RTMLPYMqXVzSh-4NSVGtsJ29j5br-TD9KGwRUzyyojZhQACFFk1tJxdXlQWjJVCZzxzWkGpSNRvZQjJJri1YU5Jsx0k8/s1600/fbml.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 214px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDtPZvGDdL6yYfX0dktB_ppelaWJF8O8UDH_ZR5hlgNVpSOE_RTMLPYMqXVzSh-4NSVGtsJ29j5br-TD9KGwRUzyyojZhQACFFk1tJxdXlQWjJVCZzxzWkGpSNRvZQjJJri1YU5Jsx0k8/s320/fbml.jpg" alt="" id="BLOGGER_PHOTO_ID_5533331765397945970" border="0" /></a><p class="MsoNormal" style="text-indent: 0.5in;"><span style="font-family:Calibri;">The book I selected for the Marketing 6700 e-Commerce book review was <b style=""><i style="">Facebook Markup Language Fundamentals </i></b>or <b style=""><i style="">FBML</i></b> for short. I chose this book for many reasons: first for my desire to learn more about Facebook as a customizable social media platform, second because of it’s relative rank in an Amazon.com search on “Facebook development”, and finally because of it’s price (4 out of 5 stars for $20 - can’t go wrong with that). </span></p> <p class="MsoNormal" style="text-indent: 0.5in;"><span style="font-family:Calibri;">The author, Jesse Stay, has been involved with Facebook development from the very beginning and has consulted for some of the top 100 Facebook applications. <span style=""> </span>He is the CEO of a social media consulting and development business. His clients include the iTunes app iTV and the Facebook We’re Related App with 4.7 million active monthly users. According to <a href="http://staynalive.com/">his blog</a> he was recently named one of 20 developers to follow on Twitter and one of 10 entrepreneurs to follow on Twitter by the top Tech blog Mashable.com.</span></p> <p class="MsoNormal" style="text-indent: 0.5in;"><span style="font-family:Calibri;">FMBL is technical reference / how-to book about Facebook application development using the Facebook Markup Language (FMBL). The book provides a brief introduction on the history of Facebook and Facebook development. It teaches the basics of the markup language and serves as a reference. Like many other software book’s it provides several code examples many of which require the reader to have an understanding of Hyper Text Markup Language (HTML) and JavaScript. Although the book is geared toward web developers it also serves as a introduction to the basics of FBML.</span></p> <p class="MsoNormal" style="text-indent: 0.5in;"><span style="font-family:Calibri;">My first attempt to apply the principles I read from the book proved much more difficult than I expected. The getting started section described in the book didn’t match what I found on Facebook and some of the examples didn’t work. I eventually made my way to the official <a href="http://developers.facebook.com/tools/console/">Facebook Developer’s Site</a> and found the roadmap where I learned more about the changes that caused my frustration. Additionally I learned what else would impact and further invalidate what I had just read about Facebook development.</span></p> <p class="MsoNormal" style="text-indent: 0.5in;"><span style="font-family:Calibri;">Instead of focusing on the details of a constantly changing language I will relay a few key takeaways that still hold true today and should endure the dynamic nature of the many “languages” of Facebook.<span style=""> </span><br /></span></p> <ul style="margin-top: 0in;" type="disc"><li class="MsoNormal" style=""><span style="font-family:Calibri;">By default, the applications canvas page is publicly searchable and viewable by those not logged into Facebook and should be tuned for Search Engine Optimization (SEO). Performing SEO on your publicly accessible pages will drive app usage up.</span></li><li class="MsoNormal" style=""><span style="font-family:Calibri;">Although the days of Facebook app viral launches of 1 million users in a single day have slowed down (it can take months to reach 1 million users) it still remains one of the best way to utilize social connections and gain exposure of millions of users.</span></li><li class="MsoNormal" style=""><span style="font-family:Calibri;">For not FBML static applications you must have your own servers. The Facebook application architecture consists of Users (who access Facebook) </span><span style="font-family:Wingdings;"><span style="">à</span></span><span style="font-family:Calibri;"> Facebook Servers (send requests to your servers) </span><span style="font-family:Wingdings;"><span style="">à</span></span><span style="font-family:Calibri;">Your Servers (send data back to Facebook). </span></li><li class="MsoNormal" style=""><span style="font-family:Calibri;">Think big, start small, scale fast. Without the proper infrastructure in place your app could go viral and cause your servers to go down in minuets. The author recommends using a scalable service like Amazon Elastic Compute Cloud (<a href="http://aws.amazon.com/ec2/">Amazon EC2</a>). EC2 is a virtual computing environment that allows you to use web service interfaces to launch instances with a variety of operating systems and load them with your custom application environment. </span></li><li class="MsoNormal" style=""><span style="font-family:Calibri;">The Facebook developer’s site has helpful test consoles that can be use to <a href="http://developers.facebook.com/tools/console/">validate FBML</a> or other Facebook code. </span></li></ul> <p class="MsoNormal" style="text-indent: 0.5in;"><span style="font-family:Calibri;"> </span><u><span style="font-family:Calibri;">If there’s one thing I’ve learned from my review of FBML (and subsequent attempt at Facebook development) it’s the only thing consistent about Facebook is guaranteed change</span></u><span style="font-family:Calibri;">. This constant change means that significant changes to the Facebook user interface or API can render a Facebook application broken. Facebook development is a constant maintenance challenge. The biggest problem with software books like FBML is the short shelf-life (the text becomes obsolete as soon as the next version is released). </span></p> <p class="MsoNormal" style="text-indent: 0.5in;"><span style="font-family:Calibri;">In summary, I can’t recommend <i style="">FBML</i> (July 2008) for today’s Facebook development. I would however, recommend checking out Stay’s latest book <i style=""><a href="http://www.amazon.com/Facebook-Application-Development-Dummies-Computer/dp/0470768738/ref=ntt_at_ep_dpt_3">Facebook Application Development For Dummies</a></i> that will be released in Feb 2011. I would also recommend not spending much on a Facebook development book in general because at the current rate it will end up either a coaster or paper weight in six months.</span></p>J Millerhttp://www.blogger.com/profile/09651303835269877346noreply@blogger.com4tag:blogger.com,1999:blog-7516908883480069567.post-2115796909148529302010-10-28T16:08:00.001-07:002010-10-28T16:11:58.179-07:00Marketing in the Age of Google, by Vanessa Fox, Review by Rachel Vassaur<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjjDQHhXS9R2pgqG8V3YzUVUTJNLK0VHrcxDPy7GSJ6RA_OD5jG2fZSWRImwRunBgAAfsL4Jihccf1VYvbD_PlOboe6njjtdh819WlnbeymK9xdiPw_h4VCVCKe9yErMbMy_Iy97ynXNOXd/s1600/marketing_google1.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 213px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjjDQHhXS9R2pgqG8V3YzUVUTJNLK0VHrcxDPy7GSJ6RA_OD5jG2fZSWRImwRunBgAAfsL4Jihccf1VYvbD_PlOboe6njjtdh819WlnbeymK9xdiPw_h4VCVCKe9yErMbMy_Iy97ynXNOXd/s320/marketing_google1.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5533237962233250946" /></a> <!--StartFragment--> <p class="MsoNormal"><span style="font-family:"Helvetica Neue Light"">This book provides a great overview for understanding different tools to implement an online business strategy. Vanessa Fox includes a thorough discussion of online search-related topics to help you implement your strategy, expounding upon search data, search methods, search personas, search engines, search strategy, search engine optimization development, social media, and the future of the web as it pertains to online search. She looks at online strategy from the perspective of asking the question: What do you want to accomplish with your business, and how can you create an online presence in congruence with you business strategy? From her point of view, an online strategy should not be very different than a regular business strategy because the internet is just another outlet for marketing – like radio commercials, tv commercials, or mailers. For instance, an online strategy would not be something like, “Get involved in social media,” but could be, “Use a company facebook page to encourage customer feedback and understand the needs of the customer.” <o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Helvetica Neue Light""> <o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Helvetica Neue Light"">Even though she keeps reminding the customer to focus on content of sites and how they affect customer satisfaction, which I see as the broad view of marketing, she gives some technical advice too. She weaves the conceptual and technical together by referencing specific tools you can use in order to understand what the customer wants. The most mentioned tactic would be tracking the details of the traffic on your website. If you know where people are clicking, when they are abandoning, what ad they are responding to before arriving, etc, you can understand how to direct your website’s look and feel to your users’ habits. <o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Helvetica Neue Light""> <o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Helvetica Neue Light"">Another plus in this book is that she assumes your online vocabulary is minmal and explains the meanings of common terminology used by developers in order for you to a.) be able to communicate with your developers and b.) get a full picture of how the web and search work. This basic technical understanding often keeps higher ups from asking the impossible from their developers. It also saves them time by focusing their efforts in the right places. For instance, since 63% of search-related purchases occur offline, a company might not need to offer online purchasing if it has numerous storefronts (Fox 10). However, Fox notes that there is a growing need for businesses to at least have an online presence because of how many people search and view inventories before going to the store (i.e. furniture sales).<o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Helvetica Neue Light""> <o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Helvetica Neue Light"">The largest percentage of this book is simply statistics about internet use that have been found in various studies. Most of the studies are not the writer’s, which gives her information more credibility. She references a large handful of well-known experts and studies to offer incites into what you should focus on when you’re tweaking or creating a website. For instance, 85% of clicks on search are organic search (9), but people tend to trust a site if it appears in both (Fox 12). So what does this mean? Basically, don’t spend all your budget on paid advertising, but don’t neglect it all together either. These kinds of results in the book will save you hours of time trying to pull together different studies for yourself. <o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Helvetica Neue Light""> <o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Helvetica Neue Light"">Overall, Fox really has a traditional view on marketing, considering her background with such a huge internet-based company (Google), because she defines online marketing the same way Geoffrey Miller, author of <i>Spent</i></span><span style="font-family:"Helvetica Neue Light"">, does. Fox, via the words of Miller, defines marketing as, “a systematic attempt to fullfill human desires by producing goods and services that people will buy” (Fox 30). He continues, saying that a “company should produce what people desire, instead of trying to convince them to buy what they company happens to make... Marketing is not just one of the most important ideas in business. It has become the most dominant force in human culture” (Fox 30).<o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Helvetica Neue Light""> <o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Helvetica Neue Light"">In the end if you’re looking for a beginner’s book on e-commerce, focusing on marketing, you should read this book. Google is like the entry way to the web, and it can also serve as the entry way to your understanding of the web. Fox will flood you with quotations, statistics, and study results, but she focuses these numbers and facts around one idea: marketing online is the same as marketing offline – know your customer. <o:p></o:p></span></p><p class="MsoNormal"><span class="Apple-style-span" style="font-family:'Helvetica Neue Light';">Here's my youtube of a mini-presentation of this book: </span></p><p class="MsoNormal"><span class="Apple-style-span" style="font-family:'Helvetica Neue Light';"></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: 13px; font-weight: bold; "><a href="http://www.youtube.com/watch?v=MtvtNGeimEA" target="_new" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(0, 51, 204); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">http://www.youtube.com/watch?v=MtvtNGeimEA</a></span></p> <!--EndFragment--> <div><br /></div>RachVassaurhttp://www.blogger.com/profile/03077546251998701805noreply@blogger.com2tag:blogger.com,1999:blog-7516908883480069567.post-23867280300313026032010-10-28T09:53:00.000-07:002010-10-28T10:15:42.519-07:00Attention! This Book Will Make You Money by Jim F. Kukral - A Review by Michele Kantak<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVqZWaEm20oqpUCG0mI6CXLrLHRXX9CPx2gvsd9ChIliuMMjDu5RyjpYreBRLR6CAnEZAaEOP1XVHaxty-r2px7d3kBtxjispFyXQ2_iCYBIX2iHn_TLxRtK2h34CSK3Lx8tQUULbZCBg/s1600/Attention.png"><img style="MARGIN: 0px 10px 10px 0px; WIDTH: 178px; FLOAT: left; HEIGHT: 265px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5533142370441624722" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVqZWaEm20oqpUCG0mI6CXLrLHRXX9CPx2gvsd9ChIliuMMjDu5RyjpYreBRLR6CAnEZAaEOP1XVHaxty-r2px7d3kBtxjispFyXQ2_iCYBIX2iHn_TLxRtK2h34CSK3Lx8tQUULbZCBg/s320/Attention.png" /></a>This book was written by Jim Kukral to assist ANYONE in getting their business started online. Every chapter has a new subject and example of how to get your product out there and noticed among all the millions of others. It is filled with case studies, references and proven examples of what works.<br /><br />The book is broken into three parts, with no names as to what the parts are, so I’ve added my own suggested titles to them:<br /><br />Part I – All About Getting Attention<br />Part II – Making Money Online<br />Part III – How to Market Your Product<br /><br />The strongest aspects of the book is that it is written so well that anyone can pick up the book and read just one chapter and that chapter be able to help them improve their online business.<br /><br /><strong>My favorite chapters: </strong><br /><strong>Chapter 13</strong> – “26 Ways to Generate Killer Ideas” talks about finding which way helps you generate useful ideas for your business, some of which I would have never even considered.<br /><strong>Chapter 18</strong> – “What’s Your Hook?” asks you if you are memorable? One of the most important things to get attention for your business is to create a memorable brand – if it’s not memorable, then it’s forgettable.<br /><strong>Chapter 36</strong> – “The Tools” shows the users that new technology can help them get up and running without having to hire a professional to assist them, specifically Membergate, which will assist with business member programs.<br /><strong>Chapter 43</strong> – “Attention! Videos Can Make Money” really goes in depth on utilizing YouTube and what it can do for your business.<br /><br />Of course the entire book has ideas on social media, the Internet in general, and inspiration on how others have found success. Kukral really focuses in on the fact that you have to be willing to do the work and take the chances by thinking creatively to make money and succeed in the online world. His biggest key is “Attention = Revenue” and that those who don’t try, fail 100% of the time.<br /><br />At the end of the book there’s an offer for the reader to schedule free time with Jim and he’ll get on the phone and talk about your business and goals and see if he “can come up with some attention-getting idea that could skyrocket your sales, create a flood of referrals, and powder keg your publicity.”Michele Kantakhttp://www.blogger.com/profile/03764715758820408107noreply@blogger.com6tag:blogger.com,1999:blog-7516908883480069567.post-68515269655810649852010-10-27T22:01:00.000-07:002010-11-04T19:44:08.752-07:00Inbound Marketing: Get Found Using Google, Social Media, and Blogs by Brian Halligan and Dharmesh Shah, A review by Susan Hittner<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGjpiExxd1ljdDfY-gAMBviUIgCYLk3Fcw7qAyOeAPDzegTHB0okITSseptktRPAI4sqLl4FtTEOFCV6EVt6pUqqdpKcndsCMkvhEBqCGLmTnTHIXVqWocVHqZFScsl2096ZM2gpXl6Lk/s1600/Inbound+Marketing+Cover0001.jpg"><img style="MARGIN: 0px 10px 10px 0px; WIDTH: 208px; FLOAT: left; HEIGHT: 320px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5532958916548896098" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGjpiExxd1ljdDfY-gAMBviUIgCYLk3Fcw7qAyOeAPDzegTHB0okITSseptktRPAI4sqLl4FtTEOFCV6EVt6pUqqdpKcndsCMkvhEBqCGLmTnTHIXVqWocVHqZFScsl2096ZM2gpXl6Lk/s320/Inbound+Marketing+Cover0001.jpg" /></a><br /><span style="font-size:85%;">I selected this book as the subject of my review for two reasons. The first is to learn more about the different aspects of social media and why it is a successful medium for so many businesses today. I also want to assist a not-for-profit girls' volleyball club expand their brand exposure and reach.</span><br /><span style="font-size:85%;"></span><br /><span style="font-size:85%;">The book is a how to guide to getting noticed on the web. It covers the inbound marketing concept, changes in the marketing field and differences from traditional marketing methods. The intended audience is business owners who have little to no access to commercial marketing companies and large marketing budgets.</span><br /><span style="font-size:85%;"></span><br /><span style="font-size:85%;">The strength for the book is the way in which it is set up. It divides the process into for parts:</span><br /><span style="font-size:85%;"></span><br /><span style="font-size:85%;">Part One: Inbound Marketing - Chapters 1-3 cover the "why" of inbound marketing, with topics like "Shopping Has Changed...Has Your Marketing?"</span><br /><br /><span style="font-size:85%;">Part Two: Get Found by Prospects - Chapters 4-7 cover more of the "how" or tactics of the process, such as the different sites within the social media network like Google, Blogs, facebook, and LinkedIn to name a few.</span><br /><span style="font-size:85%;"></span><br /><span style="font-size:85%;">Part Three: Converting Customers - Chapters 8-10 focus on different ways to pull customers in to your site and coverting visitors into leads. It also includes common mistakes to avoid and the advantages of experimentation.</span><br /><span style="font-size:85%;"></span><br /><span style="font-size:85%;">Part Four: Make Better Decisions - Chapters 11-16 provide additional detail to analyzing results of your social media marketing campaigns. It also leads into next steps for your marketing and business growth.</span><br /><span style="font-size:85%;"></span><br /><span style="font-size:85%;">Throughout the book, the authors provide checklist called "To Do" at the end of each cahpter. This provides a step-by-step process for a business owner to follow. The book also provides an entire section devoted to tools, resources and tips for startups.</span><br /><span style="font-size:85%;"></span><br /><span style="font-size:85%;">At times the books goes into deeper technical explanations. For a small business owner, this may be a little intimidating. Many business found on the web may, or may not, have a technical resource with which they could discuss these ideas to explore the plausibility of a campaign or idea.</span><br /><span style="font-size:85%;"></span><br /><span style="font-size:85%;">I believe this book is a step above <em>Social Marketing for Dummies</em> in complexity. It was written in the same vein as <em>The New Rules of Marketing and PR</em> by David Meerman Scott. <em>Inbound Marketing</em> is the first book in the series "The New Rules of Social Media".</span><br /><span style="font-size:85%;"></span><br /><span style="font-size:85%;">I would highly recommend the book to anyone interest in this area. It is full of ideas, checklists, details, and interesting, real-world examples for each topic. I learned much from this book and am actively applying (albeit slowly), it to the fan page on facebook for the organization I mentioned earlier.</span><br /><span style="font-size:85%;"></span><br /><span style="font-size:85%;">This page can be viewed at: <a href="http://www.facebook.com/#!/group.php?gid=277102765472">http://www.facebook.com/#!/group.php?gid=277102765472</a></span>Susanhttp://www.blogger.com/profile/17959052323424568894noreply@blogger.com2tag:blogger.com,1999:blog-7516908883480069567.post-75126870209231874162010-10-27T16:21:00.000-07:002010-10-27T16:32:30.520-07:00Twitter Marketing: An Hour a Day by Hollis Thomases, A review by Jeremy Neas<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjldacRDMfW9UKZj_T2VBreCiiEHcyZYjSKbR37HLuUa2oQEpFegMFxrw9GWj6erKiU-xWPsZJZ3Lk5vGjROixugH78khmZvC2KvFSlfPCyXaxFBIEly_Sem-ZlYu0b4YgjVTQv7y_I8i3N/s1600/twitter-book-cover1.png"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 255px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjldacRDMfW9UKZj_T2VBreCiiEHcyZYjSKbR37HLuUa2oQEpFegMFxrw9GWj6erKiU-xWPsZJZ3Lk5vGjROixugH78khmZvC2KvFSlfPCyXaxFBIEly_Sem-ZlYu0b4YgjVTQv7y_I8i3N/s320/twitter-book-cover1.png" border="0" alt=""id="BLOGGER_PHOTO_ID_5532870179974480594" /></a><br /><br />This book was certainly the most interactive books I’ve ever read; even more so than those ‘Choose your Own Adventure Series’ books that I will never actually admit to purchasing. The medium in which the author made her book available played a huge role in my enjoyment of the material. I was able to purchase her book through the Kindle store on Amazon.com and download it onto my iPhone. This made it extremely convenient to interact in ‘real-time’ with the various website links that Thomases provided in her data references. This ‘interactive’ theme carried its way throughout the entire book, enabling me to be ‘just click away’ from relevant blogs, stories, feeds and references. <br /> <br />Another example of Thomases interactive theme was the placement of personalized handles for specific references (i.e. “Jeremy Neas (@Jeremy_Neas) sites in his review…”). By integrating this feature, she enabled the reader to conveniently add new tweeps to their follower list, as well as stay up-to-date on the more interesting people and companies mentioned throughout the text.<br />Though the intended audience for this book is mainly companies looking to use Twitter as another form of e-commerce, the average ‘Twitterer’ can easily find value in it as well. The layout is well thought-out and easy to navigate through. It initially dives into the history and the basics of what Twitter is, but quickly moves to the common assumptions about Twitter and then gravitates towards the power Twitter can provide for anyone looking to advertise/expand/grow.<br /><br /><em>She starts by stating “What Twitter Is Not:</em><br /><br />1. Twitter isn’t accessible only on the Web<br />2. Twitter isn’t the “new” email or cell phone<br />3. Twitter isn’t a form of instant messenger<br />4. Twitter isn’t a micro version of your blog<br />5. Twitter isn’t private by any means<br />6. Twitter isn’t a replacement for Facebook, Myspace, or other social networks.<br />7. Twitter isn’t a competition.”<br /><br /><em>Twitter creates value because it helps with:</em><br /><br />1. Keeping in touch<br />2. Making new friends<br />3. Connecting with Like-Minded People<br />4. Voyeurism<br />5. Event Planning<br />6. Activism<br />7. Entertainment<br />8. Getting a company’s latest tweets<br />9. Marketing and business Development<br />10. Monitoring Brands and Reputations<br />11. Keeping up with the Latest News<br /><br /> “The most successful people and brands using Twitter are the ones who treat Twitter as an ongoing, open, and thought-provoking conversation rather than just a broadcast medium.”<br /> <br />Thomases provides in-depth look on exactly who is on Twitter and their motives, as well as the demographics of the users and what you are may come across when you start your venture forth. I went into this book with an open mind, erasing my previous knowledge about Twitter in order to use this book as a guide. Doing this definitely gave me a newfound appreciation for everything Twitter offers and made my reading experience that much more enjoyable. <br /><br /><strong>Textbook to Reference Guide</strong><br /><br />The book makes a big transition after chapter three which ends part one. It transitions from a text book to a reference guide. Part two goes hour to hour, day to day, and week to week about how to transition from a Twitter “rookie” to a serious power user. I consider it a reference guide because the author understands she doesn’t have all the tools. She does understand where all those tools are, what they are, and the benefits of each one. Additionally, she does a very good job at clearing out the noise of the web and consolidating all the necessary requirements that a business (or person) must have to extrapolate the functionality and usefulness of Twitter. <em>That is what makes this book so powerful.</em> <br /> <br />My live presentation will walk through the reference piece of the book, and what it takes for a business to become a major player in this arena.<br /><br />For now, enjoy my podcast...<br /><br /><object width="480" height="385"><param name="movie" value="http://www.youtube.com/v/DnyqQwSKvHY?fs=1&hl=en_US"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/DnyqQwSKvHY?fs=1&hl=en_US" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="480" height="385"></embed></object>SkydiverTilthttp://www.blogger.com/profile/02952449672199798303noreply@blogger.com6tag:blogger.com,1999:blog-7516908883480069567.post-3557954401398659712010-10-27T13:16:00.000-07:002010-10-27T13:42:54.901-07:00Web Design for ROI<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://t1.gstatic.com/images?q=tbn:ANd9GcTcZVwvaZvgipIRg77EmL7k4smpLJLQ7gbnOjlGOEfI0OIFH2E&t=1&usg=__fdKwnjzDRtMEtSSrDuef5aIP7uU="><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 160px; height: 193px;" src="http://t1.gstatic.com/images?q=tbn:ANd9GcTcZVwvaZvgipIRg77EmL7k4smpLJLQ7gbnOjlGOEfI0OIFH2E&t=1&usg=__fdKwnjzDRtMEtSSrDuef5aIP7uU=" alt="" border="0" /></a><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> <w:dontbreakconstrainedforcedtables/> <w:dontvertalignintxbx/> <w:word11kerningpairs/> <w:cachedcolbalance/> </w:Compatibility> <m:mathpr> <m:mathfont val="Cambria Math"> <m:brkbin val="before"> <m:brkbinsub val="--"> <m:smallfrac val="off"> <m:dispdef/> <m:lmargin val="0"> <m:rmargin val="0"> <m:defjc val="centerGroup"> <m:wrapindent val="1440"> <m:intlim val="subSup"> <m:narylim val="undOvr"> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" defunhidewhenused="true" defsemihidden="true" defqformat="false" defpriority="99" latentstylecount="267"> <w:lsdexception locked="false" priority="0" semihidden="false" unhidewhenused="false" qformat="true" name="Normal"> <w:lsdexception locked="false" priority="9" semihidden="false" unhidewhenused="false" qformat="true" name="heading 1"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 2"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 3"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 4"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 5"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 6"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 7"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 8"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 9"> <w:lsdexception locked="false" priority="39" name="toc 1"> <w:lsdexception locked="false" priority="39" name="toc 2"> <w:lsdexception locked="false" priority="39" name="toc 3"> <w:lsdexception locked="false" priority="39" name="toc 4"> <w:lsdexception locked="false" priority="39" name="toc 5"> <w:lsdexception locked="false" priority="39" name="toc 6"> <w:lsdexception locked="false" priority="39" name="toc 7"> <w:lsdexception locked="false" priority="39" name="toc 8"> <w:lsdexception locked="false" priority="39" name="toc 9"> <w:lsdexception locked="false" priority="35" qformat="true" name="caption"> <w:lsdexception locked="false" priority="10" semihidden="false" unhidewhenused="false" qformat="true" name="Title"> <w:lsdexception locked="false" priority="1" name="Default Paragraph Font"> <w:lsdexception locked="false" priority="11" semihidden="false" unhidewhenused="false" qformat="true" name="Subtitle"> <w:lsdexception locked="false" priority="22" semihidden="false" unhidewhenused="false" qformat="true" name="Strong"> <w:lsdexception locked="false" priority="20" semihidden="false" unhidewhenused="false" qformat="true" name="Emphasis"> <w:lsdexception locked="false" priority="59" semihidden="false" unhidewhenused="false" name="Table Grid"> <w:lsdexception locked="false" unhidewhenused="false" name="Placeholder Text"> <w:lsdexception locked="false" priority="1" semihidden="false" unhidewhenused="false" qformat="true" name="No Spacing"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 1"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 1"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 1"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 1"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 1"> <w:lsdexception locked="false" unhidewhenused="false" name="Revision"> <w:lsdexception locked="false" priority="34" semihidden="false" unhidewhenused="false" qformat="true" name="List Paragraph"> <w:lsdexception locked="false" priority="29" semihidden="false" unhidewhenused="false" qformat="true" name="Quote"> <w:lsdexception locked="false" priority="30" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Quote"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 1"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 1"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 1"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 1"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 1"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 1"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 1"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 2"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 2"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 2"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 2"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 2"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 2"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 2"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 2"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 2"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 2"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 2"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 3"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 3"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 3"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 3"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 3"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 3"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 3"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 3"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 3"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 3"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 3"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 3"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 3"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 4"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 4"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 4"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 4"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 4"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 4"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 4"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 4"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 4"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 4"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 4"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 4"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 4"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 4"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 5"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 5"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 5"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 5"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 5"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 5"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 5"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 5"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 5"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 5"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 5"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 5"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 5"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 5"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 6"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 6"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 6"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 6"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 6"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 6"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 6"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 6"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 6"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 6"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 6"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 6"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 6"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 6"> <w:lsdexception locked="false" priority="19" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Emphasis"> <w:lsdexception locked="false" priority="21" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Emphasis"> <w:lsdexception locked="false" priority="31" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Reference"> <w:lsdexception locked="false" priority="32" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Reference"> <w:lsdexception locked="false" priority="33" semihidden="false" unhidewhenused="false" qformat="true" name="Book Title"> <w:lsdexception locked="false" priority="37" name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> <w:dontbreakconstrainedforcedtables/> <w:dontvertalignintxbx/> <w:word11kerningpairs/> <w:cachedcolbalance/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathpr> <m:mathfont val="Cambria Math"> <m:brkbin val="before"> <m:brkbinsub val="--"> <m:smallfrac val="off"> <m:dispdef/> <m:lmargin val="0"> <m:rmargin val="0"> <m:defjc val="centerGroup"> <m:wrapindent val="1440"> <m:intlim val="subSup"> <m:narylim val="undOvr"> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" defunhidewhenused="true" defsemihidden="true" defqformat="false" defpriority="99" latentstylecount="267"> <w:lsdexception locked="false" priority="0" semihidden="false" unhidewhenused="false" qformat="true" name="Normal"> <w:lsdexception locked="false" priority="9" semihidden="false" unhidewhenused="false" qformat="true" name="heading 1"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 2"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 3"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 4"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 5"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 6"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 7"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 8"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 9"> <w:lsdexception locked="false" priority="39" name="toc 1"> <w:lsdexception locked="false" priority="39" name="toc 2"> <w:lsdexception locked="false" priority="39" name="toc 3"> <w:lsdexception locked="false" priority="39" name="toc 4"> <w:lsdexception locked="false" priority="39" name="toc 5"> <w:lsdexception locked="false" priority="39" name="toc 6"> <w:lsdexception locked="false" priority="39" name="toc 7"> <w:lsdexception locked="false" priority="39" name="toc 8"> <w:lsdexception locked="false" priority="39" name="toc 9"> <w:lsdexception locked="false" priority="35" qformat="true" name="caption"> <w:lsdexception locked="false" priority="10" semihidden="false" unhidewhenused="false" qformat="true" name="Title"> <w:lsdexception locked="false" priority="1" name="Default Paragraph Font"> <w:lsdexception locked="false" priority="11" semihidden="false" unhidewhenused="false" qformat="true" name="Subtitle"> <w:lsdexception locked="false" priority="22" semihidden="false" unhidewhenused="false" qformat="true" name="Strong"> <w:lsdexception locked="false" priority="20" semihidden="false" unhidewhenused="false" qformat="true" name="Emphasis"> <w:lsdexception locked="false" priority="59" semihidden="false" unhidewhenused="false" name="Table Grid"> <w:lsdexception locked="false" unhidewhenused="false" name="Placeholder Text"> <w:lsdexception locked="false" priority="1" semihidden="false" unhidewhenused="false" qformat="true" name="No Spacing"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 1"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 1"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 1"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 1"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 1"> <w:lsdexception locked="false" unhidewhenused="false" name="Revision"> <w:lsdexception locked="false" priority="34" semihidden="false" unhidewhenused="false" qformat="true" name="List Paragraph"> <w:lsdexception locked="false" priority="29" semihidden="false" unhidewhenused="false" qformat="true" name="Quote"> <w:lsdexception locked="false" priority="30" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Quote"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 1"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 1"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 1"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 1"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 1"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 1"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 1"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 2"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 2"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 2"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 2"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 2"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 2"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 2"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 2"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 2"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 2"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 2"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 3"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 3"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 3"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 3"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 3"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 3"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 3"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 3"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 3"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 3"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 3"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 3"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 3"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 4"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 4"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 4"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 4"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 4"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 4"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 4"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 4"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 4"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 4"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 4"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 4"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 4"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 4"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 5"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 5"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 5"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 5"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 5"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 5"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 5"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 5"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 5"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 5"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 5"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 5"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 5"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 5"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 6"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 6"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 6"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 6"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 6"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 6"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 6"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 6"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 6"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 6"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 6"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 6"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 6"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 6"> <w:lsdexception locked="false" priority="19" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Emphasis"> <w:lsdexception locked="false" priority="21" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Emphasis"> <w:lsdexception locked="false" priority="31" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Reference"> <w:lsdexception locked="false" priority="32" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Reference"> <w:lsdexception locked="false" priority="33" semihidden="false" unhidewhenused="false" qformat="true" name="Book Title"> <w:lsdexception locked="false" priority="37" name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <p class="MsoNormal" style="text-align: justify;"><span style="font-size: 12pt; font-family: "Times New Roman","serif"; color: black;"><br /><br /><br />To increase sales, either you increase conversions, or increase contacts per day. This book outlines how to design websites for increased conversions.<i> Web design for ROI</i> presents a method of thinking [usability and audience focused] which managers should pursue in order to build and optimize websites for increased return on investment. </span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-size: 12pt; font-family: "Times New Roman","serif"; color: black;">The online commerce world is comparable to the old school brick and mortar retailing industry, where stores assumed if the product had demand , the buyer would purchase. Retailers then learned that placement and external variables can affect consumer spending. Similarly, web design is broken [average cart abandonment rate is 59.8%] and needs to be redesigned for increased ROI. <br /> <br /> </span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-size: 12pt; font-family: "Times New Roman","serif"; color: black;">According to <i>web design for ROI</i>, the top design efforts should focus on forms & checkout, landing pages, category pages, and detail pages. This design focus is contrary to much of the current development efforts seen by large corporations where the homepage is the focus.</span></p> <p class="MsoNormal" style="text-align: justify;"><span style="font-size: 12pt; font-family: "Times New Roman","serif"; color: black;">Taking a new design approach will ensure your website stands out and converts traffic using the desired call to action, [thus increasing ROI].</span></p> <p class="MsoNormalCxSpFirst" style="margin-bottom: 0.0001pt; text-align: justify; line-height: normal;"><span style="font-size: 12pt; font-family: "Times New Roman","serif"; color: black;">The in class power point will outline why each section of design is important to creating a website built for ROI. <br /><br />Book Authors:</span> <!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> <w:dontbreakconstrainedforcedtables/> <w:dontvertalignintxbx/> <w:word11kerningpairs/> <w:cachedcolbalance/> </w:Compatibility> <m:mathpr> <m:mathfont val="Cambria Math"> <m:brkbin val="before"> <m:brkbinsub val="--"> <m:smallfrac val="off"> <m:dispdef/> <m:lmargin val="0"> <m:rmargin val="0"> <m:defjc val="centerGroup"> <m:wrapindent val="1440"> <m:intlim val="subSup"> <m:narylim val="undOvr"> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" defunhidewhenused="true" defsemihidden="true" defqformat="false" defpriority="99" latentstylecount="267"> <w:lsdexception locked="false" priority="0" semihidden="false" unhidewhenused="false" qformat="true" name="Normal"> <w:lsdexception locked="false" priority="9" semihidden="false" unhidewhenused="false" qformat="true" name="heading 1"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 2"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 3"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 4"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 5"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 6"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 7"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 8"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 9"> <w:lsdexception locked="false" priority="39" name="toc 1"> <w:lsdexception locked="false" priority="39" name="toc 2"> <w:lsdexception locked="false" priority="39" name="toc 3"> <w:lsdexception locked="false" priority="39" name="toc 4"> <w:lsdexception locked="false" priority="39" name="toc 5"> <w:lsdexception locked="false" priority="39" name="toc 6"> <w:lsdexception locked="false" priority="39" name="toc 7"> <w:lsdexception locked="false" priority="39" name="toc 8"> <w:lsdexception locked="false" priority="39" name="toc 9"> <w:lsdexception locked="false" priority="35" qformat="true" name="caption"> <w:lsdexception locked="false" priority="10" semihidden="false" unhidewhenused="false" qformat="true" name="Title"> <w:lsdexception locked="false" priority="1" name="Default Paragraph Font"> <w:lsdexception locked="false" priority="11" semihidden="false" unhidewhenused="false" qformat="true" name="Subtitle"> <w:lsdexception locked="false" priority="22" semihidden="false" unhidewhenused="false" qformat="true" name="Strong"> <w:lsdexception locked="false" priority="20" semihidden="false" unhidewhenused="false" qformat="true" name="Emphasis"> <w:lsdexception locked="false" priority="59" semihidden="false" unhidewhenused="false" name="Table Grid"> <w:lsdexception locked="false" unhidewhenused="false" name="Placeholder Text"> <w:lsdexception locked="false" priority="1" semihidden="false" unhidewhenused="false" qformat="true" name="No Spacing"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 1"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 1"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 1"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 1"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 1"> <w:lsdexception locked="false" unhidewhenused="false" name="Revision"> <w:lsdexception locked="false" priority="34" semihidden="false" unhidewhenused="false" qformat="true" name="List Paragraph"> <w:lsdexception locked="false" priority="29" semihidden="false" unhidewhenused="false" qformat="true" name="Quote"> <w:lsdexception locked="false" priority="30" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Quote"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 1"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 1"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 1"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 1"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 1"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 1"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 1"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 2"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 2"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 2"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 2"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 2"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 2"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 2"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 2"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 2"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 2"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 2"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 3"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 3"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 3"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 3"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 3"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 3"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 3"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 3"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 3"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 3"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 3"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 3"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 3"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 4"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 4"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 4"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 4"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 4"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 4"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 4"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 4"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 4"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 4"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 4"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 4"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 4"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 4"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 5"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 5"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 5"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 5"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 5"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 5"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 5"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 5"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 5"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 5"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 5"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 5"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 5"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 5"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 6"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 6"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 6"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 6"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 6"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 6"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 6"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 6"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 6"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 6"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 6"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 6"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 6"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 6"> <w:lsdexception locked="false" priority="19" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Emphasis"> <w:lsdexception locked="false" priority="21" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Emphasis"> <w:lsdexception locked="false" priority="31" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Reference"> <w:lsdexception locked="false" priority="32" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Reference"> <w:lsdexception locked="false" priority="33" semihidden="false" unhidewhenused="false" qformat="true" name="Book Title"> <w:lsdexception locked="false" priority="37" name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--><span style="font-size: 12pt; line-height: 115%; font-family: "Times New Roman","serif";">Lance Loveday and Sandra Niehaus </span><br /><br /></p><span style="font-size: 12pt; line-height: 115%; font-family: "Times New Roman","serif";"><br /> </span>techwiz_tomhttp://www.blogger.com/profile/02177123452434349063noreply@blogger.com5tag:blogger.com,1999:blog-7516908883480069567.post-11513774490844556062010-10-27T12:27:00.000-07:002010-10-27T12:54:19.791-07:00<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://www1.alibris-static.com/isbn/9780071628648.gif"><img style="float: right; margin: 0pt 0pt 10px 10px; cursor: pointer; width: 218px; height: 323px;" src="http://www1.alibris-static.com/isbn/9780071628648.gif" alt="" border="0" /></a><br /><div style="text-align: center;"><span style="font-size:180%;"><span style="font-weight: bold;">Book Review: eMarketing Strategies </span><br /><span style="font-weight: bold;">for the Complex Sale</span></span><br />(by Ardath Albee)<br />Post by: Eric Kneifel<br /><br /><div style="text-align: left;">I decided to hop onto Amazon as soon as I found out we had to review a book related to ecommerce. The reviews I read online seemed to hold this book in high regard, and I figured I could learn a lot from it. My hope was that<span style="font-size: 12pt; font-family: Arial;"> this book would help me pursue different avenues of emarketing and follow through better with sales for my website (<a href="http://www.localcertificates.com">www.localcertificates.com</a>). </span><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman";} </style> <![endif]--><span style="font-size: 12pt; font-family: Arial;">I also hoped that through this book I could gain insight as to how I could better hold customers’ attention on the website and better engage them with the company.</span><br /><span style="font-size: 12pt; font-family: Arial;"><br />As I began reading through the book however, I realized it is designed to deal with a very different sales structure than I deal with in my company. The key term in the title rests in the 'complex sale'. The sales process described throughout the book includes multiple steps and multiple customer interactions for one sale. I would certainly recommend this book to anyone dealing specifically in this area of sales, but there were only a handful of good takeaways for a company with a simpler sales model.<br /><br />I actually think the book was so focused on the process of the complex sale that it didn't seem to offer very unique information about eMarketing strategies; much of the concepts discussed in this regard is right in line with information someone could find through a Google search. Plus, many of the concepts discussed weren't necessarily tied into emarketing as much as they were to marketing in general. Natural nurturing, creating contagious content, and following a persistent progression (sections of the book), all relate to the sales process and how to engage the customer more with the company. <br /></span></div><br /><div style="text-align: left;"><span style="font-weight: bold;">Format:</span><br />There are six sections in this book, and it seems to follow the 'complex' sales process, <!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman";} </style> <![endif]--><span style="font-size: 12pt; font-family: Arial;">so as the reader gets further through the book, they’re reading about issues that arise further down the sales process pipeline.<br /><br /></span><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman";} </style> <![endif]--><span style="font-size: 12pt; font-family: Arial;">(1) eMarketing Essentials<br />(2) Customer Consensus<br />(3) Natural Nurturing<br />(4) Contagious Content<br />(5) Persistent Progression<br />(6) Meaningful Metrics</span><br /><br /><span style="font-weight: bold;">Key Takeaways</span>:<br />Here are some of the key takeaways almost anyone could get from the book and put into practice immediately.<br /></div><div style="text-align: left;"><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> </w:Compatibility> <w:browserlevel>MicrosoftInternetExplorer4</w:BrowserLevel> </w:WordDocument> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman";} </style> <![endif]--> <p class="MsoNormal"><span style="font-size: 11pt;">-We need to understand our customers’ persona, not just what they’ve bought.</span></p> <p class="MsoNormal"><span style="font-size: 11pt;">-We can speed up the sales progression if we align our insights of a customer to influence them.</span></p> <p class="MsoNormal"><span style="font-size: 11pt;">-Creating contagious content is important to keep bringing customers back, and to encourage them to spread the wordIt is VERY important to track sales progress and determine best-practice strategies </span></p> <p class="MsoNormal"><span style="font-size: 11pt;">-Stories can help customers remember your service or product better.</span></p> <br />Links:<br /><a href="http://www.youtube.com/watch?v=KMQmW0weBvE">YouTube Video summary of Ch 13</a><br /><a href="http://www.amazon.com/eMarketing-Strategies-Complex-Ardath-Albee/product-reviews/0071628649/ref=cm_cr_dp_all_helpful?ie=UTF8&showViewpoints=1&sortBy=bySubmissionDateDescending">Amazon Reviews</a><br /><a href="http://www.youtube.com/results?search_query=ardath+albee&aq=f">Ardath Albee's YouTube Videos</a><br /></div></div>Anonymoushttp://www.blogger.com/profile/16872329454270356099noreply@blogger.com1tag:blogger.com,1999:blog-7516908883480069567.post-16232551626017568252010-10-26T15:46:00.000-07:002010-10-26T16:41:17.579-07:00Book Review of The New Rules of Marketing & PR<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQ6kuMkk1zEZYVYF3XmjbbU6qMFcDNcfYhuWisTiY4GYUZ97lSItv2H90Yg5Jrn0qtIh4ZUuKK8E24rBCCW_B6OEeWfCGU7rEYAl4UF7BekWsGx7X29U56gmJSesFaQJIvo4RKTSx7k0w/s1600/The+New+Rules+Book.jpg"><img style="float: right; margin: 0pt 0pt 10px 10px; cursor: pointer; width: 146px; height: 220px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQ6kuMkk1zEZYVYF3XmjbbU6qMFcDNcfYhuWisTiY4GYUZ97lSItv2H90Yg5Jrn0qtIh4ZUuKK8E24rBCCW_B6OEeWfCGU7rEYAl4UF7BekWsGx7X29U56gmJSesFaQJIvo4RKTSx7k0w/s320/The+New+Rules+Book.jpg" alt="" id="BLOGGER_PHOTO_ID_5532503622562004994" border="0" /></a><br /><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> <w:dontbreakconstrainedforcedtables/> <w:dontvertalignintxbx/> <w:word11kerningpairs/> <w:cachedcolbalance/> </w:Compatibility> <m:mathpr> <m:mathfont val="Cambria Math"> <m:brkbin val="before"> <m:brkbinsub val="--"> <m:smallfrac val="off"> <m:dispdef/> <m:lmargin val="0"> <m:rmargin val="0"> <m:defjc val="centerGroup"> <m:wrapindent val="1440"> <m:intlim val="subSup"> <m:narylim val="undOvr"> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:latentstyles deflockedstate="false" defunhidewhenused="true" defsemihidden="true" defqformat="false" defpriority="99" latentstylecount="267"> <w:lsdexception locked="false" priority="0" semihidden="false" unhidewhenused="false" qformat="true" name="Normal"> <w:lsdexception locked="false" priority="9" semihidden="false" unhidewhenused="false" qformat="true" name="heading 1"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 2"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 3"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 4"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 5"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 6"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 7"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 8"> <w:lsdexception locked="false" priority="9" qformat="true" name="heading 9"> <w:lsdexception locked="false" priority="39" name="toc 1"> <w:lsdexception locked="false" priority="39" name="toc 2"> <w:lsdexception locked="false" priority="39" name="toc 3"> <w:lsdexception locked="false" priority="39" name="toc 4"> <w:lsdexception locked="false" priority="39" name="toc 5"> <w:lsdexception locked="false" priority="39" name="toc 6"> <w:lsdexception locked="false" priority="39" name="toc 7"> <w:lsdexception locked="false" priority="39" name="toc 8"> <w:lsdexception locked="false" priority="39" name="toc 9"> <w:lsdexception locked="false" priority="35" qformat="true" name="caption"> <w:lsdexception locked="false" priority="10" semihidden="false" unhidewhenused="false" qformat="true" name="Title"> <w:lsdexception locked="false" priority="1" name="Default Paragraph Font"> <w:lsdexception locked="false" priority="11" semihidden="false" unhidewhenused="false" qformat="true" name="Subtitle"> <w:lsdexception locked="false" priority="22" semihidden="false" unhidewhenused="false" qformat="true" name="Strong"> <w:lsdexception locked="false" priority="20" semihidden="false" unhidewhenused="false" qformat="true" name="Emphasis"> <w:lsdexception locked="false" priority="59" semihidden="false" unhidewhenused="false" name="Table Grid"> <w:lsdexception locked="false" unhidewhenused="false" name="Placeholder Text"> <w:lsdexception locked="false" priority="1" semihidden="false" unhidewhenused="false" qformat="true" name="No Spacing"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 1"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 1"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 1"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 1"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 1"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 1"> <w:lsdexception locked="false" unhidewhenused="false" name="Revision"> <w:lsdexception locked="false" priority="34" semihidden="false" unhidewhenused="false" qformat="true" name="List Paragraph"> <w:lsdexception locked="false" priority="29" semihidden="false" unhidewhenused="false" qformat="true" name="Quote"> <w:lsdexception locked="false" priority="30" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Quote"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 1"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 1"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 1"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 1"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 1"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 1"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 1"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 1"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 2"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 2"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 2"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 2"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 2"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 2"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 2"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 2"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 2"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 2"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 2"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 2"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 2"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 2"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 3"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 3"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 3"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 3"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 3"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 3"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 3"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 3"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 3"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 3"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 3"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 3"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 3"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 3"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 4"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 4"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 4"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 4"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 4"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 4"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 4"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 4"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 4"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 4"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 4"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 4"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 4"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 4"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 5"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 5"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 5"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 5"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 5"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 5"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 5"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 5"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 5"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 5"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 5"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 5"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 5"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 5"> <w:lsdexception locked="false" priority="60" semihidden="false" unhidewhenused="false" name="Light Shading Accent 6"> <w:lsdexception locked="false" priority="61" semihidden="false" unhidewhenused="false" name="Light List Accent 6"> <w:lsdexception locked="false" priority="62" semihidden="false" unhidewhenused="false" name="Light Grid Accent 6"> <w:lsdexception locked="false" priority="63" semihidden="false" unhidewhenused="false" name="Medium Shading 1 Accent 6"> <w:lsdexception locked="false" priority="64" semihidden="false" unhidewhenused="false" name="Medium Shading 2 Accent 6"> <w:lsdexception locked="false" priority="65" semihidden="false" unhidewhenused="false" name="Medium List 1 Accent 6"> <w:lsdexception locked="false" priority="66" semihidden="false" unhidewhenused="false" name="Medium List 2 Accent 6"> <w:lsdexception locked="false" priority="67" semihidden="false" unhidewhenused="false" name="Medium Grid 1 Accent 6"> <w:lsdexception locked="false" priority="68" semihidden="false" unhidewhenused="false" name="Medium Grid 2 Accent 6"> <w:lsdexception locked="false" priority="69" semihidden="false" unhidewhenused="false" name="Medium Grid 3 Accent 6"> <w:lsdexception locked="false" priority="70" semihidden="false" unhidewhenused="false" name="Dark List Accent 6"> <w:lsdexception locked="false" priority="71" semihidden="false" unhidewhenused="false" name="Colorful Shading Accent 6"> <w:lsdexception locked="false" priority="72" semihidden="false" unhidewhenused="false" name="Colorful List Accent 6"> <w:lsdexception locked="false" priority="73" semihidden="false" unhidewhenused="false" name="Colorful Grid Accent 6"> <w:lsdexception locked="false" priority="19" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Emphasis"> <w:lsdexception locked="false" priority="21" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Emphasis"> <w:lsdexception locked="false" priority="31" semihidden="false" unhidewhenused="false" qformat="true" name="Subtle Reference"> <w:lsdexception locked="false" priority="32" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Reference"> <w:lsdexception locked="false" priority="33" semihidden="false" unhidewhenused="false" qformat="true" name="Book Title"> <w:lsdexception locked="false" priority="37" name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >After going through all the </span><span style="font-size:100%;"><a href="http://www.cancersurvivors.org/Coping/end%20term/stages.htm"><span style="line-height: 115%;font-family:";" >stages of grief</span></a></span><span style="line-height: 115%;font-family:";font-size:100%;" > and finally resting on acceptance, I came to terms that I needed to find an outside book for our book review.<span style=""> </span>I did not know where to begin and started to explore all my options.<span style=""> </span>I decided to go to </span><span style="font-size:100%;"><a href="http://www.barnesandnoble.com/"><span style="line-height: 115%;font-family:";" >Barnes and Noble</span></a></span><span style="line-height: 115%;font-family:";font-size:100%;" > to see what books where available.<span style=""> </span>I went to the e-marketing section and found the bestseller <b style=""><i style="">The New Rules of Marketing and PR</i></b> written by David Meerman Scott<i style="">.</i><span style=""> </span>After reading the summary about the new dynamics of e-marketing and how many businesses are falling behind, I decided this was the book I wanted to read.</span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" > </span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >The theme of the book was about how the strategic concept of marketing has changed due to the advent of e-marketing and its effects.<span style=""> </span>No longer can business continue their big one-way communication marketing campaigns.<span style=""> </span>Today, more consumers go online to research the products and services they intend to purchase and do not want to be attacked by product spin offs or untrustworthy one-way messages. <span style=""> </span>DM Scott emphasizes that without understanding your customers and engaging them, a business is failing to develop their customer-base.<span style=""> </span>Technological advances in digital communications have allowed small businesses to compete with larger scaled businesses and put up a successful fight.<span style=""> </span>It is imperative for marketers to understand these changes and how to properly implement new social media services and programs to effectively engage their customer-base.</span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" > </span></p> <p class="MsoNormal"><span style="font-size:100%;"><b style=""><span style="line-height: 115%;font-family:";" >Great Take-Away from the book</span></b></span><span style="line-height: 115%;font-family:";font-size:100%;" >:<span style=""> </span>No one cares about your product.<span style=""> </span>What they care about is their problem and the solution you have to offer.<span style=""> </span>Therefore, marketers need to understand their customer-base and communicate with them.<span style=""> </span>E-Marketing has enabled businesses to do just this.<span style=""> </span>Businesses that do not seize the opportunity to engage their customer-base will be left behind.<span style=""> </span></span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" > </span></p> <p class="MsoNormal"><span style="font-size:100%;"><b style=""><span style="line-height: 115%;font-family:";" >Great Example:</span></b></span><span style="line-height: 115%;font-family:";font-size:100%;" ><span style=""> </span>David M Scott gives the e-marketing example of The Million Dollar Coupon in his book.<span style=""> </span>This marketing campaign was developed by a man that wanted to sell his mansion and needed to drive as many viewers to his web site to advertise his property.<span style=""> </span>Instead of doling out a large amount of funding for a traditional advertisement campaign, the seller set up a web site with a printable coupon for one million dollars off the house.<span style=""> </span>He also utilized the catchy domain </span><span style="font-size:100%;"><a href="http://www.themilliondollarcoupon.com/"><span style="line-height: 115%;font-family:";" >www.themilliondollarcoupon.com</span></a></span><span style="line-height: 115%;font-family:";font-size:100%;" > to advertise his property. What the seller did on his own replaced the need of an expensive realtor or advertisement agency.<span style=""> </span></span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" > </span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >Overall this book was well-written and simple to follow.<span style=""> </span>Readers could pick any chapter in the book, dive in and begin reading and understanding. <span style=""> </span>Essentially the book offers one large theme: marketing has changed and we need to stop looking at it like we once did.<span style=""> </span>David Meerman Scott does an excellent job of defining how the rules have changed and what aspects of e-marketing businesses can use to reach their customers.<span style=""> </span></span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >Links:</span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >User Reviews of <i style="">The New Rules of Marketing and PR</i></span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" ><a href="http://www.amazon.com/New-Rules-Marketing-PR-Podcasting/product-reviews/0470113456/ref=cm_cr_dp_all_summary?ie=UTF8&showViewpoints=1&sortBy=bySubmissionDateDescending">User Reviews from Amazon</a></span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" > </span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >DM Scott's Website</span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" ><a href="http://www.davidmeermanscott.com/">http://www.davidmeermanscott.com/</a></span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >DM Scott's Blog</span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" ><a href="http://www.webinknow.com/">http://www.webinknow.com/</a></span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >DM Scott's Bio</span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" ><a href="http://www.davidmeermanscott.com/bio.htm">http://www.davidmeermanscott.com/bio.htm</a></span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >The Million Dollar Coupon</span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" ><a href="http://www.milliondollarcoupon.com/">http://www.milliondollarcoupon.com</a></span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" >DM Scott’s Vimeo Page</span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" ><a href="http://vimeo.com/dmscott">http://vimeo.com/dmscott</a></span></p><p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" ><a href="http://vimeo.com/dmscott"><br /></a></span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" > </span></p> <p class="MsoNormal"><span style="line-height: 115%;font-family:";font-size:100%;" ><a href="http://www.amazon.com/gp/product/0470547812?ie=UTF8&tag=virtualadministration-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=0470547812">Click here to buy this book</a></span></p>George Rolstonhttp://www.blogger.com/profile/06762913626065903176noreply@blogger.com4tag:blogger.com,1999:blog-7516908883480069567.post-34505078437274715022010-10-26T11:55:00.000-07:002010-10-26T12:41:17.269-07:00<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjgKwUYXp6VoOvLaQpeivfgxZFvpJIOyI4PCGQ2KhMwpBqLIQYoM4WafTEP9e-vwoSW9DCDbNX-8Sc0VT1ishRCB_G9YIqRzVozFb41ubbcNB-mosR5F1WSdznabtmlvJlv75AnxqyYTfs/s1600/twitter-power-cover.jpg"><img style="TEXT-ALIGN: center; MARGIN: 0px auto 10px; WIDTH: 206px; DISPLAY: block; HEIGHT: 320px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5532430868991201682" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjgKwUYXp6VoOvLaQpeivfgxZFvpJIOyI4PCGQ2KhMwpBqLIQYoM4WafTEP9e-vwoSW9DCDbNX-8Sc0VT1ishRCB_G9YIqRzVozFb41ubbcNB-mosR5F1WSdznabtmlvJlv75AnxqyYTfs/s320/twitter-power-cover.jpg" /></a> I reviewed "Twitter Power, 2.0: How to Dominate Your Market One Tweet at a Time" by Joel Comm.<br /><br />Since I never looked at Twitter and certainly don't understand the craze behind it, I thought this would be a great book to read. Surprisingly, I learned <span id="SPELLING_ERROR_0" class="blsp-spelling-error">alot</span> and had fun setting up my Twitter account following Mr. <span id="SPELLING_ERROR_1" class="blsp-spelling-error">Comm's</span> step by step guide. You should follow me on twitter @<span id="SPELLING_ERROR_2" class="blsp-spelling-error">ryan</span>_<span id="SPELLING_ERROR_3" class="blsp-spelling-error">twilliams</span>. (I don't have many Tweets and not sure how long I'll keep it up-I can barely keep up on my <span id="SPELLING_ERROR_4" class="blsp-spelling-error">Facebook</span> account).<br /><br />The book is great for anyone starting out. It probably would be too basic for someone who has spent more than a few hours playing with Twitter. But for newbies like me, I would highly recommend the book.<br /><br />Mr. Comm is a master of explaining everything there is to know about Twitter. After explaining social media in general, he briefly discuses why Twitter is so powerful. He then walks the reader through setting up an account and getting started the right way. Mr. Comm even gives you secrets how to liven up your profile page and gives you a 10% discount code for a company who custom makes backgrounds. Once you are up and running on Twitter Mr. Comm walks you through how to build a following and whether more is better. His advice on building a following is very important for companies so they do not come off as creepy or unwelcome.<br /><br />What is most <span id="SPELLING_ERROR_5" class="blsp-spelling-corrected">useful</span> about his book is his advice about how to connect with customers and how to leverage Twitter to build your brand and to drive followers to your site to a) buy stuff or b) read your blog and click on advertisers.<br /><br />Rounding out his book is a 30 day action plan for dominating Twitter. If I was getting started and wanted to build my brand or build a loyal group of followers his plan would easily get me there.<br /><br />I now understand why successful companies are using Twitter to their advantage. I played around quite a bit looking at different companies and how they used Twitter. Some were all advertisements (go to our site and buy X, Y, and Z), and some were pure customer service driven. However, Gatorade (@Gatorade) and Toyota (@Toyota) do a great job of mixing the types of Tweets, using Keyword Search to find what people are saying about their brand/products, and addressing their customers needs.<br /><br />I still don't understand how Ashton <span id="SPELLING_ERROR_6" class="blsp-spelling-error">Kutcher</span> has nearly 6 million followers.<br /><br />Great video on Twitter: <a href="http://www.youtube.com/watch?v=KHAZt-Exuaw">http://www.youtube.com/watch?v=KHAZt-Exuaw</a>Ryan Williamshttp://www.blogger.com/profile/03124655695043752789noreply@blogger.com4tag:blogger.com,1999:blog-7516908883480069567.post-37573403276043897032010-10-26T06:51:00.000-07:002010-10-26T07:03:11.994-07:00Book Review of Socialnomics by Erik Qualman<a href="http://3.bp.blogspot.com/_F3MPay7u6oc/TMbeImNUvrI/AAAAAAAAAAM/tincd20ZOE0/s1600/Socialnomics.bmp"><img style="MARGIN: 0px 10px 10px 0px; WIDTH: 154px; FLOAT: left; HEIGHT: 211px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5532353431547985586" border="0" alt="" src="http://3.bp.blogspot.com/_F3MPay7u6oc/TMbeImNUvrI/AAAAAAAAAAM/tincd20ZOE0/s320/Socialnomics.bmp" /></a><br /><div>I just finished reading Socialnomics, by Erik Qualman, and enjoyed it. I think that you will too. Qualman is an MBA Professor at the Hult International Business School and Global Vice President of Digital Marketing for EF Education, but is probably better known for his hyper-paced viral video, The Social Media Revolution on YouTube. </div><br /><div><br />The book is simple and direct with three key themes. </div><br /><div><br />Theme #1: Social Media will provide for a “newer and brighter world for consumers and businesses”. This will occur because communities of people who are interested in a particular product and service can easily come together through social media. Business can then just as easily find these communities that are interested in their product and service and engage in a meaningful dialog with them that will improve the customer experience, the product, and ultimately the bottom line.</div><br /><div><br />Theme #2: Social Media will make it impossible for people and, on a grander scale, businesses to engage in “social schizophrenia”. The speed and transparency of information across social networks means you can’t be a party animal on Saturday night and a choirboy on Sunday. If you’re a corporation, you can’t spout “green” and dump toxic waste. Someone will notice and comment. </div><br /><div><br />Theme #3: Social Media will change the face of search. There is a reason Google is so interested in Facebook. Wouldn’t you rather get a product or service recommendation from your network than from someone you don’t know? </div><br /><div><br />At about 240 pages, the book reads quickly and is organized in such a way that it is easy to put down and pick back up when you have a spare moment or two. If you’re interested in where business marketing is going in the next several years, pick this up along with a copy of The New Rules of Marketing and PR by David Meerman Scott. </div><div><br />Go here to see my <a href="http://www.youtube.com/watch?v=9iOF81_ovh4">video review </a>of Socialnomics. </div>Anonymousnoreply@blogger.com1tag:blogger.com,1999:blog-7516908883480069567.post-36395565021332465012010-10-26T02:35:00.001-07:002010-10-28T03:56:36.389-07:00"Social Media Marketing: An Hour a Day" by Dave Evans reviewed by Rob "CHiLLy" Williamson<span style="font-family:arial;">For my e-Commerce book, I selected “<a href="http://www.amazon.com/exec/obidos/ASIN/0470344024/digitvoodoinc">Social Media Marketing: An Hour A Day</a>” by Dave Evans. My primary reason for selection is that social media is really just coming of age in defining how a generation communicates, especially with the emergence of mobile apps. I feel that a profound understanding of the subject will be a vital key to success for small business, entrepreneurial-type CEOs. Specifically, I hoped to gain a working knowledge of specific tools and websites available.</span><br /><br /><span style="font-family:arial;">Thus far, the book has not disappointed. This book is about how to properly use and manage the various tactics available via Social Media when developing a fully integrated marketing plan. It was written as a practical self-study guide that current marketers can use to master the fundamental paradox they now face: “giving up control” while “simultaneously gaining influence.”<br /><br />This book seeks to expand on “a world without interruption” and “where the information needed to make an informed choice [is] readily available.” The author's goal is to provide accurate insight and experience as to how social media interacts within the classic ‘Purchase Funnel’ at the point of ‘Consideration’. Ultimately, the author attempts to answer his own philosophical question: </span><br /><span style="font-family:arial;"><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNTkGJ8qV0GXMoTpedr-r30PGCTr3ftSzB4zZ3WxKoDlBpAB4hKBHvORIyzzYFNsXkA9CynyEJA4D-MOyAcwDcQ9sUSpKxJTAOUz-C3Ox8hfchM6SWdqKH1918vzhVPKietlwhUeGj2s99/s1600/fb_cover.jpg"><img style="MARGIN: 0px 10px 10px 0px; WIDTH: 159px; FLOAT: left; HEIGHT: 200px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5532469261309189570" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNTkGJ8qV0GXMoTpedr-r30PGCTr3ftSzB4zZ3WxKoDlBpAB4hKBHvORIyzzYFNsXkA9CynyEJA4D-MOyAcwDcQ9sUSpKxJTAOUz-C3Ox8hfchM6SWdqKH1918vzhVPKietlwhUeGj2s99/s200/fb_cover.jpg" /></a><br /></span><span style="font-family:arial;"></span><span style="font-family:arial;"><div align="left"><span style="color:#000099;"><strong>"If I couldn’t interrupt you, how would I reach you?” </strong><br /><br /></span>Dave Evans is a social media guru who earned his reputation through marketing success in numerous capacities. In 1994, he founded Digital Voodoo, a “social media strategy and intelligence firm with expertise in marketing, advertising, and operations” that consults with companies to position their “brand, product, or service for success on the Social Web.” He has also has developed integrated communication strategies for clients such as: Microsoft, Hewlett-Packard, Southwest Airlines, AARP, the US Air Force, AT&T, Wal-Mart, Dial, the PGA, and Chili’s. </div><div align="left"></div><div align="left"></div><p>This book is designed for “marketers wanting to combine social media skills and expertise with their existing, established capabilities.” His basic assumption is that you’re a current marketer and already have an established marketing plan. Thus, the sheer amount of content can be a little overwhelming for MBA student with virtually no marketing experience. The format is essentially broken into four Parts with each part designed to take a month to complete:<br /><br />• Part I: Foundation of Social Media<br />• Part II: Month 1: Prepare for Social Marketing<br />• Part III: Month 2: Social Media Channels<br />• Part IV: Month 3: Complete Your Plan<br /><br />Months 1-3 are set up to complete one (1) hour of exercise each day during a five-day workweek, every week…for 3 months. It is also important to note that this is the approximate time of each ‘online exercise’ and DOES NOT include time to actually read [and fully digest] the book (393 pages of detailed and technical content). Most of the concepts covered depend on completing at least some of previous exercises so as to have a ‘working knowledge’ going forward, thus making it difficult to jump to various topics. However, the author claims you can start at any point you like given your level of experience..which is likely true, however it didn't apply to me.<br /><br /><span style="font-size:85%;"><em>- <span style="color:#330099;">see</span> </em></span><a href="http://www.amazon.com/review/R3KL0ARL5RE4YM/ref=cm_cr_pr_perm?ie=UTF8&ASIN=0470344024&nodeID=&tag=&linkCode="><span style="font-size:85%;color:#666600;"><em>my Review on Amazon.com </em></span></a><span style="font-size:85%;color:#330099;"><em>(with the author's reply)</em></span><br /><br />Someone completing the book in its entirety will undoubtedly be “<span style="color:#660000;">rewarded with a plethora of online and social media tools at their disposal</span>.” In contrast to current marketing efforts focused on traditional media that ‘interrupt’ the consumer in a one-way targeted messages directed by the marketer, this book does a fantastic job of emphasizing the growing role of Social Media in all aspects of business related communications. Particularly, it demonstrates how “the voice of the individual is again asserting its fundamental value, this time expressed through its role in building the collective conversation as it now occurs online."<br /><br />This book is an excellent ‘how to’ guide for successfully developing and implementing an integrated Social Media marketing plan. “This book is about learning how to properly use the Social Web to your business advantage” and “effectively participate as a marketer” in the Web 2.0 era. While each chapter provides specific insight at particular phases of the social media marketing process, the following are the chapters I found most informative and useful:<br /><br />• <strong><a href="http://www.readthis.com/index.php/smmhad/part_ii_chapter_04">Chapter 4: Week 1: Web 2.0: The Social Web</a><br /></strong>-- Discussion on the various Social Laws (Sarnoff, Metcalfe, Reed) and how Social Media derives its value from the individual and the collective, not the mass.<br />-- Great resource for finding and using ‘social’ tools for the first time. Detailed lessons on how to appropriately access and use: Social Media Content, Blogs & Wikis, Multimedia, Microblogs & Tagging, RSS, and Social Networks, with the advantages/disadvantages of each.<br /><br />• <strong><a href="http://www.readthis.com/index.php/smmhad/part_ii_chapter_07">Chapter 7: Week 4: Influence and Measurement<br /></a></strong>-- Discussion on why the “Measurement of Influence” is critical to successful implementation and why “Influence-rather than control-is the central element at disposal in Social Web.”<br />-- Excellent lessons on: How do you ‘quantify’ a conversation and correctly apply Social Media influence.<br />-- Paves a foundation for tracking ‘influence’ and how essential those metrics are in determining ROI. Emphasizes the time it takes to gather appropriate quantitative metrics.<br /><br />• <strong><a href="http://www.readthis.com/index.php/smmhad/part_iv_chapter_13">Chapter 13: Week 1: Objectives, Metrics, and ROI<br /></a></strong>-- Discussion on why it is crucial to identify and clearly state objectives before deciding on elements/channels of Social Media. Essential to determine ‘what’ and ‘where’ to measure<br /> Content: the social conversations and artifacts themselves<br /> Relevance: the degree to which what being said matters<br /> Impact: the bottom line—a net benefit (or loss) as a direct measure of change in desired outcomes following exposure<br />-- Exceptional lessons on how the behavior of target audience is key to setting strategy and identifying metrics used in supporting and measuring success of campaign. Emphasis is on metrics collected near/within the purchase process link conversations to actual impact on conversions. This data helps establish ROI for social media program.<br /><br /><br /><strong><em>Conclusion</em></strong>: A brilliant book based on the subject matter alone...the content and level of instruction are absolutely fascinating! However, I quickly became disheartened when I realized I would not be able to fully complete the book in the time allotted. As a guidepost for the full-timer marketer, I highly recommend this book. As a full-time MBA student taking two classes and working full-time, just trying to find “an hour a day” is practically impossible and, thus, tempers my recommendation quite a bit. If this book were to be used by an MBA class, I would definitely recommend it as a primary-source textbook for use in a Social Media specific class. </p><p>BTW, Dave (the author) definitely gets the topics he discusses. He's very active in responding to comments on his book via Amazon as well as tweets (@evansdave). You can see his responses to me <a href="http://twitter.com/#!/pilotchilly">@pilotchilly</a>!<br /></span></p><p><br /><strong><span style="font-family:arial;"><span style="color:#006600;"><span style="font-family:lucida grande;">LINKS:</span></span></span></strong><br /><br /><span style="font-family:arial;"><span style="font-family:lucida grande;"><span style="color:#3333ff;">**My </span><a href="http://cid-141707a1135d40ef.office.live.com/view.aspx/Social%20Media%20Marketing/Social%20Media%20Marketing-Review.docx"><span style="color:#999900;">FULL REVIEW </span></a><span style="color:#3333ff;">of the book along with my </span><a href="http://cid-141707a1135d40ef.office.live.com/view.aspx/Social%20Media%20Marketing/Social%20Media%20Marketing-Outline.docx"><span style="color:#999900;">OUTLINE</span></a><span style="color:#3333ff;"> of each of the chapters**</span></span></span><br /><br /><span style="font-family:arial;"><span style="font-family:lucida grande;"><span style="color:#3333ff;">**My in-class powerpoint <a href="http://cid-141707a1135d40ef.office.live.com/edit.aspx/Social%20Media%20Marketing/Social%20Media-Presentation.pptx"><span style="color:#999900;">PRESENTATION</span></a> and <a href="http://www.youtube.com/watch?v=Yp_fvF-6u0w"><span style="color:#ff0000;">YouTube VIDEO</span></a>**</span><span style="color:#3333ff;"><br /></span></span><br /></span><a href="http://www.facebook.com/home.php?sk=lf#!/socialmediaskills?v=app_4949752878"><span style="font-family:arial;">Facebook: Social Media Marketing: An Hour a Day</span></a><br /><br /><a href="http://www.readthis.com/index.php/smmhad/part_i_chapter_01"><span style="font-family:arial;">Readthis.com</span></a><span style="font-family:arial;">: Dave's website dedicated to his book--Chapter summaries as well as links to other books and resources</span><br /><br /><span style="font-family:arial;color:#000066;"><em><strong>Dave Evans: Overview of Social Media:</strong></em></span> </p><ol><li><a href="http://www.amazon.com/gp/mpd/permalink/m27AOYQBXI281Z/ref=ent_fb_link"><span style="font-family:arial;">Lesson 1</span></a><span style="font-family:arial;">: Beyond marketing, how is Social Media related to business?</span></li><li><a href="http://www.amazon.com/gp/mpd/permalink/m33JSIY6SR65CD/ref=ent_fb_link"><span style="font-family:arial;">Lesson 2</span></a><span style="font-family:arial;">: Is there a good starting point for connecting customers with a brand, product, or service?</span></li><li><a href="http://www.amazon.com/gp/mpd/permalink/m1QH3LMUV6QEHX/ref=ent_fb_link"><span style="font-family:arial;">Lesson 3</span></a><span style="font-family:arial;">: Social Media is built on passions, causes, and lifestyles.</span></li><li><a href="http://www.amazon.com/gp/mpd/permalink/m2QKZ9J0H6HCU8/ref=ent_fb_link"><span style="font-family:arial;">Lesson 4</span></a><span style="font-family:arial;">: What is the social graph and how can marketer's leverage it.</span></li><li><a href="http://www.amazon.com/gp/mpd/permalink/m24ZYLLMQ3LNXF/ref=ent_fb_link"><span style="font-family:arial;">Lesson 5</span></a><span style="font-family:arial;">: People say that Social Media marketing is not measureable.</span></li></ol><p><span style="font-family:arial;color:#000066;"><strong></strong></span></p><p><span style="font-family:arial;color:#000066;"><strong></strong></span></p><p><span style="font-family:arial;color:#000066;"><strong>Similar Books to consider either in-conjunction-with or in-lieu-of this book:</strong></span></p><p><span style="font-family:Arial;color:#000000;">by the same author:</span></p><ul><li><span style="font-family:Arial;"><a href="http://www.amazon.com/exec/obidos/ASIN/0470634030/digitvoodoinc">Social Media Marketing: The Next Generation of Business Engagement</a></span></li></ul><p><span style="font-family:Arial;">recommended by the author:</span></p><ul><li><span style="font-family:Arial;"><a href="http://www.amazon.com/gp/product/0470130652/ref=cm_cr_asin_lnk">Web Analytics: An Hour A Day </a>by Avinash Kaushik</span></li><li><span style="font-family:Arial;"><a href="http://www.amazon.com/gp/product/1422125009/ref=cm_cr_asin_lnk">Groundswell: Winning in a World Transformed by Social Technologies </a>by Charlene Li and Josh Bernoff</span></li><li><span style="font-family:Arial;"><a href="http://www.amazon.com/gp/product/1591397839/ref=cm_cr_asin_lnk">The Ultimate Question: Driving Good Profits and True Growth </a>by Fred Reichheld</span></li></ul><p><span style="font-family:Arial;">'An Hour A Day' Series produced by Sybex:</span></p><ul><li><span style="font-family:Arial;"><a href="http://www.amazon.com/Twitter-Marketing-Hour-Hollis-Thomases/dp/0470562269/ref=pd_sim_b_3">Twitter Markeing: An Hour A Day </a>by Hollis Thomases</span></li><li><span style="font-family:Arial;"><a href="http://www.amazon.com/Facebook-Marketing-Hour-Chris-Treadaway/dp/0470569646/ref=pd_sim_b_1">Facebook Marketing: An Hour A Day </a>by Chris Treadaway</span></li><li><span style="font-family:Arial;"><a href="http://www.amazon.com/YouTube-Video-Marketing-Hour-Day/dp/0470459697/ref=pd_sim_b_3">YouTube and Video Marketing: An Hour A Day </a>by Greg Jarboe</span></li></ul><p><span style="font-family:Arial;">Alternatives:</span></p><ul><li><span style="font-family:Arial;"><a href="http://www.amazon.com/Social-Media-Bible-Strategies-Business/dp/0470623977/ref=pd_sim_b_4">The Social Media Bible: Tactics, Tools, and Strategies for Business Success </a>by Lon Safko</span></li></ul>pilotchillyhttp://www.blogger.com/profile/03704096824827883184noreply@blogger.com3tag:blogger.com,1999:blog-7516908883480069567.post-23408992694710716082010-10-22T16:45:00.000-07:002010-10-29T05:25:53.470-07:00"The Mesh" as Reviewed by Ethan Beute<span style=";font-family:arial;font-size:85%;" >For this book review project, I wanted to use David Meerman Scott’s “<a href="http://www.amazon.com/New-Rules-Marketing-PR-Releases/dp/0470547812/ref=sr_1_1?s=books&ie=UTF8&qid=1287349257&sr=1-1">The New Rules of Marketing and PR</a>,” but it was claimed first by another student.<span style="font-size:0pt;"> </span>I wanted to use “<a href="http://www.amazon.com/Inbound-Marketing-Found-Google-Social/dp/0470499311/ref=sr_1_2?s=books&ie=UTF8&qid=1287349257&sr=1-2">Inbound Marketing</a>” by Brian Halligan and Dharmesh Shah, the guys at Hubspot, but it was also taken.<span style="font-size:0pt;"> </span>I moved on to “<a href="http://www.amazon.com/Rework-Jason-Fried/dp/0307463745/ref=sr_1_1?s=books&ie=UTF8&qid=1287349398&sr=1-1">Rework</a>” by Jason Fried and David Heinemeier Hansson, the guys at 37signals, but it proved to be more general business than specific ecommerce.<span style="font-size:0pt;"> </span>I did write that one up anyway - you can <a href="http://ethanbeute.com/wordpress/rework-from-37signals-setting-conventional-wisdom-ablaze/">my glowing review of "Rework" right here</a>.<span style="font-size:0pt;"> </span></span><br /><p style="line-height: normal;font-family:arial;" class="MsoNormal"><span style="font-size:85%;"><span style="font-family:arial;">So, I was at a loss … until I read a blog post from </span><a href="http://sethgodin.typepad.com/"><span style="font-family:arial;">Seth Godin</span></a><span style="font-family:arial;"> propping up a new, “big idea” book (in which he’s name checked as the pioneer of “permission marketing”).</span></span> </p><img style="margin: 0px 10px 10px 0px; width: 135px; float: left; height: 200px;" id="BLOGGER_PHOTO_ID_5531038815472953586" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQHc-0bE-3avgqOwFJcPdjgoaeiYHhw2NKNH3MqGapteaZfkUszGtbkQXiA-O68VtRF4PVoJxyDmVXHAqPq3I3vtZ97LW8KiJOkzBTR7O-W-ERHdkt5gRoXvDR2U_94DGUKnUTq1RHlIQ/s200/TheMeshSmallest.jpg" border="0" /><span style="font-size:85%;"><span style="font-family:arial;">Lisa Gansky’s “</span><a href="http://meshing.it/book"><span style="font-family:arial;">The Mesh: Why The Future Of Business Is Sharing</span></a><span style="font-family:arial;">” is absolutely both “brand new” and “big idea.”<span style="font-size:0pt;"> </span>It’s also “right now.” The Mesh is a book that could not have been written 5 years ago, though much of the concept’s foundation was well underway at that time.<span style="font-size:0pt;"> </span>Likewise, it’s a book at which we could look back 5 years from now and appreciate how insightful and telling her vision was at the time.</span></span><br /><br /><span style="font-family:arial;"><span style="font-size:85%;">Aside from having to read about businesses, strategies and tactics as being “meshy” or “very meshy,” I found the book a complete pleasure to read.<span style="font-size:0pt;"> </span>Aside from having to accept a few arguments and ideas without direct connection to the presumably-backing references listed at the end (no direct citations), I found Gansky’s vision smart, compelling and forward looking.<span style="font-size:0pt;"> </span></span><br /><br /></span><span style="font-size:85%;"><span style="font-family:arial;">So what is “The Mesh?”<span style="font-size:0pt;"> </span>In short, think </span><a href="http://www.netflix.com/HowItWorks"><span style="font-family:arial;">Netflix</span></a><span style="font-family:arial;"> </span><a href="http://filmdrunk.uproxx.com/2010/09/everything-you-need-to-know-about-blockbusters-bankruptcy"><span style="font-family:arial;">versus Blockbuster</span></a><span style="font-family:arial;">.<span style="font-size:0pt;"> </span>Though both are based on the concept of buy once and sell many times (renting out the same DVD over and over again to different customers), Netflix is an information company.<span style="font-size:0pt;"> </span>Layers upon layers of data are collected and processed to make it easier and easier for Netflix customers to find, watch and review movies and TV shows.<span style="font-size:0pt;"> </span>Meanwhile, Blockbuster’s in </span><a href="http://www.fastcompany.com/1690654/blockbuster-to-file-for-bankruptcy-a-decade-of-decline"><span style="font-family:arial;">bankruptcy protection</span></a><span style="font-family:arial;">.</span></span><br /><br /><span style="font-size:85%;"><span style="font-family:arial;">Gansky’s preferred example is </span><a href="http://www.zipcar.com/how/"><span style="font-family:arial;">Zipcar</span></a><span style="font-family:arial;">, an information company that happens to share cars (as opposed to making and/or selling cars). It's exemplary because it touches on all the main characteristics of Mesh companies:</span></span><br /><ul style="font-family:arial;"><li><span style=";font-family:arial;font-size:85%;" >Core offering that's shared</span></li><li><span style=";font-family:arial;font-size:85%;" >Reliance on web, mobile and social networks</span></li><li><span style=";font-family:arial;font-size:85%;" >Frequent interactions with each customer</span></li><li><span style=";font-family:arial;font-size:85%;" >Layers and layers of data collected about each car, customer, transaction, trip, etc.</span></li><li><span style=";font-family:arial;font-size:85%;" >Data analysis to produce offers that are more and more personal, timely and relevant</span></li><li><span style=";font-family:arial;font-size:85%;" >Partnerships with other companies to provide more value and collect more data</span></li></ul><span style=";font-family:arial;font-size:85%;" >Once you sign up for Zipcar, you're given a Zipcard. You can use a web or mobile app to find cars near you and reserve one for an hour, an afternoon, a couple days or more. Your Zipcard or mobile phone unlocks the car you've reserved; the keys are waiting inside. The cars are typically fun models and each is given a name. For those who either are on vacation or live in large cities, this kind of easy access to high quality cars exactly when and where you need them is more convenient and less expensive than owning the same car outright.<br /><br />Other companies highlighted include <a href="http://www.prosper.com/">Prosper</a> (peer-to-peer lending), <a href="http://www.thredup.com/">thredUp</a> (clothes), <a href="http://www.crushpadwine.com/">Crushpad</a> (wine making), <a href="http://www.kickstarter.com/">Kickstarter</a> (project funding), <a href="http://roomorama.com/">Roomorama</a> (apartments), several other car-sharing services and many more. Again, Zipcar and Netflix seem to exemplify best her full vision.<br /><br />Included in this fast, fun read: </span><br /><ul style="font-family:arial;"><li><span style=";font-family:arial;font-size:85%;" >Characteristics of Mesh companies</span></li><li><span style=";font-family:arial;font-size:85%;" >Load of example, plus a half dozen or so "Case Study" breakouts</span></li><li><span style=";font-family:arial;font-size:85%;" >Macro-level enabling factors and driving forces</span></li><li><span style=";font-family:arial;font-size:85%;" >Specific advantages of employing Mesh strategies</span></li><li><span style=";font-family:arial;font-size:85%;" >How and why Mesh strategies threaten traditional models</span></li><li><span style=";font-family:arial;font-size:85%;" >Points to consider for your own Mesh start-up </span></li></ul><p><span style=";font-family:arial;font-size:85%;" >I highly recommend “The Mesh” for marketers, entrepreneurs, environmentalists and anyone else who’s into what’s happening right now and what’s around the corner. </span><br /><br /><span style="color: rgb(0, 102, 0);font-family:arial;font-size:85%;" ><strong>LINKS</strong></span> </p><p><span style=";font-family:arial;font-size:85%;" >The Mesh Homepage and Business Directory: </span></p><ul><li><div style="line-height: normal;font-family:arial;" class="MsoNormal"><span style=";font-family:arial;font-size:85%;" ><a href="http://meshing.it/">Meshing.it</a></span></div></li></ul><span style="font-family:arial;"><span style="font-size:85%;">My Video Review of The Mesh:</span></span><br /><ul><li><div style="line-height: normal;font-family:arial;" class="MsoNormal"><span style=";font-family:Arial;font-size:85%;" ><a href="http://www.youtube.com/watch?v=cIE-0C1FTzg">My Thanks to TechCrunch and Andrew Keen</a></span></div></li></ul><p style="line-height: normal;font-family:arial;" class="MsoNormal"><span style="font-family:arial;"><span style="font-size:85%;">My Non-Book-Review Blog Post on The Mesh:</span></span></p><ul><li><span style="font-family:arial;"><span style="font-size:85%;"><a href="http://ethanbeute.com/wordpress/the-mesh-marketing-environment-culture-lisa-gansky/">ethanbeute.com</a><br /></span></span></li></ul><p style="line-height: normal;font-family:arial;" class="MsoNormal"><span style="font-family:arial;"><span style="font-size:85%;">Article in The Economist:</span></span></p><ul><li><span style="font-family:arial;"><span style="font-size:85%;"><a href="http://www.economist.com/node/17249322">Schumpeter: The business of sharing</a> (check out comments section, too)</span></span></li></ul><p><span style="font-family:arial;"><span style="font-size:85%;">Article at Treehugger.com:</span></span></p><ul><li><span style="font-family:arial;"><span style="font-size:85%;"><a href="http://www.treehugger.com/files/2010/10/access-new-ownership-poptech-2010.php?campaign=th_rss">Access is the New Ownership</a></span></span></li></ul><p style="line-height: normal;font-family:arial;" class="MsoNormal"><span style="font-family:arial;"><span style="font-size:85%;">Zipcar Videos:</span> </span></p><ul style="font-family:arial;"><li><span style="font-size:85%;"><span style="font-family:arial;"><a href="http://www.youtube.com/watch?v=UkzOtE3mJJA&feature=related">iPhone App Demo</a></span><span style=";font-family:arial;font-size:0pt;" > </span></span></li><li><span style="font-size:85%;"><a href="http://www.youtube.com/watch?v=Uux8uSRDFK0&feature=related"><span style="font-family:arial;">Zipcar 101</span></a><span style=";font-family:arial;font-size:0pt;" > </span></span></li><li><span style="font-size:85%;"><a href="http://www.youtube.com/watch?v=-WdD1b2FFOc&feature=related"><span style="font-family:arial;">A New Customer Tests Zipcar</span></a><span style=";font-family:arial;font-size:0pt;" ><a href="http://www.youtube.com/watch?v=-WdD1b2FFOc&feature=related"> </a></span></span></li><li><span style="font-size:85%;"><a href="http://www.youtube.com/watch?v=PzR_uuv_1c8&feature=related"><span style="font-family:arial;">Manhattan Blog Parners with Zipcar</span></a><span style=";font-family:arial;font-size:0pt;" > </span></span></li></ul><span style="font-family:arial;"><span style="font-size:85%;">Additional Videos: </span></span><br /><ul style="font-family:arial;"><li><span style="font-size:85%;"><a href="http://www.youtube.com/watch?v=083U24b5R_I"><span style="font-family:arial;">Netflix Personalized Recommendations</span></a><span style=";font-family:arial;font-size:0pt;" > </span></span></li><li><span style="font-size:85%;"><a href="http://www.youtube.com/watch?v=RcOv3SU9jDk"><span style="font-family:arial;">Netflix Mobile Apps</span></a><span style=";font-family:arial;font-size:0pt;" > </span></span></li><li><span style="font-size:85%;"><a href="http://www.youtube.com/watch?v=wTPt8A7KfOs"><span style="font-family:arial;">Gary Vaynerchuk visits Crushpad</span></a><span style=";font-family:arial;font-size:0pt;" > </span></span></li><li><span style="font-size:85%;"><a href="http://www.youtube.com/user/thredup#p/u/12/maRIh8bI5RI"><span style="font-family:arial;">thredUp Overview</span></a><span style="font-family:arial;"> </span></span></li><li><span style=";font-family:arial;font-size:85%;" ><a href="http://www.youtube.com/user/prosperdotcom2#p/u/11/iHbc4msWM1M">Prosper Lender and Borrower Meet</a></span></li></ul>Ethan Beutehttp://www.blogger.com/profile/01002247859254826725noreply@blogger.com9tag:blogger.com,1999:blog-7516908883480069567.post-85980762338116209272010-09-13T09:58:00.000-07:002010-09-13T10:06:01.383-07:00Purpose of this blogThe "MBAs Favorite e-commerce books 2010" will present a collection of reviews of books that were selected by each student as part of a course requirement for Marketing 6700, e-commerce, in the College of Business at the University of Colorado at Colorado Springs.<br /><br />For this assignment, each student selected a book of her or his own choosing with the following restrictions:<br />1) the book must fit the course objectives (i.e., be directly related to some aspect of e-commerce)<br />2) the book must have a 2008 or later copyright (there are some e-commerce classics, but the field changes so quickly, that students need to be reading current material)<br />3) no two students can read the same book. So it's first-come, first served, or you snooze, you lose.<br /><br />In addition to reading the book, students must prepare a 2-3 page written review, and an in class presentation. The blog postings are a component of the total assignment.<br /><br />The blog will have, at mimimum, a set of reviews of 22 books related to e-commerce, a set that reflects what interests a group of MBA students in Colorado. Each student is a contributor to this blog.<br /><br />If you have come to the site and are not part of the class, feel free to make comments to the postings. If you are an author of one of the books, we would enjoy hearing your comments as well as any additional perspective. Also, let us know how you arrived at this blog. We track the analytics, but they don't always tell the entire story.e-commerce profhttp://www.blogger.com/profile/00002308773735734056noreply@blogger.com0