Luxury Online: Styles, Systems, Strategies Review

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Luxury Online: Styles, Systems, Strategies ReviewHow do you market luxury items, which by definition are exclusive, on the internet, which by definition is accessible to the masses? This is the conundrum facing the luxury products industry, explains high-end marketing strategist Uché Okonkwo, and most deluxe brands have failed to find a solution - so far. Prada didn't even have a website until 2007. Today, countless blogs, forums and websites are dedicated to exchanging information that once belonged exclusively to the elite. For instance, in 2009, online "fashionistas" saw Madonna's Louis Vuitton ad campaign months before the images appeared in Vogue. Thousands of savvy observers congregated on the web, talked about the ads, pronounced judgment and moved on to the next big thing. Okonkwo explores how the web has revolutionized the way people perceive, view and purchase luxury goods. She explains why the industry must do a better job of responding to and participating in the digital world. Her exposition is thorough, solid and relevant, with abundant helpful pictures, though wordiness and repetition somewhat impede smooth sailing. Still, getAbstract believes it is a landmark resource for the luxury sector and of interest to anyone in e-commerce.Luxury Online: Styles, Systems, Strategies OverviewThis new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel. The author provides a comprehensive evaluation and a critical assessment of the tactics required for the management of luxury brands online.

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Poor Richard's E-mail Publishing Review

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Poor Richard's E-mail Publishing ReviewYou've never heard of Lockergnome? Where've you been hiding out? It's only one of the best e-zines out there, and definitely the best Windows e-zine by far! The reason why Chris is such a success is because he focuses on CONTENT, and so does this book. Lots of information here, all packed tightly into a small space.
Doesn't matter if you're brand new to the Net or a seasoned veteran - this book is the only one you should reach for if you're looking to publish through the Internet! From Chapter 3 ("Why E-mail? Little Glamour, Plenty of Results") to Chapter 7 ("Subscription Management") to Chapter 13 ("Guerilla Promotions") to Chapter 14 ("Money from Your Mailing List") -- it's all here!
I've been writing my entire life, been on the Net for five years now, and been publishing my own e-zine (the "Cattle Prod Humor List" shameless plug) for the last several, even if I didn't know to call it an e-zine at the time. Being somewhat of a "Net Vet," it was somewhat tempting to skip the first couple of chapters ("Are You Ready?" and "E-mail Primer - How It All Works"), but I'm glad I didn't. Even those had information I'd never even considered (or knew), especially the questions to consider before publishing. And thank you, Chris, for the section on E-mail Etiquette! (Now, if we could just make those two pages mandatory reading for every person before they're allowed to play on the Net...haha.)
I've been reading Lockergnome for over a year now, and there's a reason. (Well, several reasons, actually...) Chris tells it like it is -- no flowery words or high-fallutin' language peppered with all the associated Buzzwords O' the Day! No, sir! Chris puts in all in every-day language -- and humorous every-day language to boot -- that doesn't alienate either the layman or the veteran. He follows one of the all-important rules, as far as I'm concerned, and that's "Write like you speak."
Anyone can slap together an e-mail and shove it "out the door," so to speak. (And trust me...many, many DO...) But to gain thousands and thousands of readers -- to make people come back, begging for more -- that requires a lot more than an e-mail program and an Internet connection.
With "Poor Richard's E-mail Publishing," Chris will give you years of publishing experience without having to make all the mistakes yourself. From questions to choosing your Internet Service Provider (ISP) to looking at domain names to formatting and layout to marketing...this book covers it all, and then some. In fact, he gives out so much good information, I'm having to read this book with a notebook and pen nearby so I can take notes!
So you wanna be a Write & Roll star? Forget all those marketing books you're thinking of buying (or maybe already bought). Run -- don't walk -- to your mouse and keyboard right there and BUY THIS BOOK! If you want to reach the masses, you need to understand something that Chris already knows -- in the E-zine publishing business, Content is King! Thank you...thank you very much.Poor Richard's E-mail Publishing Overview

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How to Use the Internet to Advertise, Promote and Market Your Business or Website with Little or No Money Review

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How to Use the Internet to Advertise, Promote and Market Your Business or Website with Little or No Money ReviewThe majority of the information contained in this book can easily be found by doing several web searches for various topics. That being said, I appreciate the ease of being able to browse through this book for the information instead of searching for information which may or may not be valid.
Within these pages you will find sections on everything from setting up an affiliate program to using banner ads and Google AdWords for your site. You will also find an extensive list of terms and abbreviations common to the e-commerce industry.
Although a bit of a dry read, I finished the entire book in the space of two days on vacation. In the process of reading, several creative marketing ideas popped into my head, so I definitely have the author to thank for that!
In the end, I am giving this book 4 stars for two reasons: 1) He repeats a lot of information, as if trying to stretch out his word count to meet his deadline. 2) Some of the chapters read like an advertise for companies that he either owns or is otherwise related to.
However, beyond those two points of contention, I highly recommend this book as a starting point for anyone who is just starting out in the e-commerce or just needs a little refresher course.How to Use the Internet to Advertise, Promote and Market Your Business or Website with Little or No Money OverviewInterested in promoting your business and/or Web site, but don t have the big budget for traditional advertising? This new book will show you how to build, promote, and make money off of your Web site or brick and mortar store using the Internet, with minimal costs. Let us arm you with the knowledge you need to make your business a success! Learn how to generate more traffic for your site or store with hundreds of Internet marketing methods, including many free and low-cost promotions. This new book presents a comprehensive, hands-on, step-by-step guide for increasing Web site traffic and traditional store traffic by using hundreds of proven tips, tools, and techniques. Learn how to target more customers to your business and optimize your Web site from a marketing perspective. You will learn to target your campaign, use keywords, generate free advertising, search-engine strategies, learn the inside secrets of e-mail marketing, how to build Web communities, co-branding, auto-responders, Google advertising, banner advertising, eBay storefronts, Web-design information, search-engine registration, directories, and real-world examples of what strategies are succeeding and what strategies are failing. **Award-Winning Finalist in the Business Category of the National Indie Excellence 2007 Book Awards **Bronze Winner in the Computer/ Internet Category of the 2007 Independent Publisher Book Awards

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

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

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A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century Review

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A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century ReviewIt is difficult to review a book that one has enjoyed reading and then say that it was not up to the mark (in terms, of course, of only my expectations.)
No doubt that Scott Bedbury's work is a fast paced read, his writing is lucid and quite frequently quotably light-hearted. There is a lot of material here for people in larger corporations or even general marketing folks. And where Bedbury truly shines is in the case studies he presents in the 8 chapters.
But if, like me, you set off on this book looking for some newfangled insights into the world of branding, then this is not the book for you. The title claims to proffer "8 principles". Let's face it, at the end of the day, principles are not that hard to create and this becomes quite painfully clear when you reach the end of this book and wonder if you have learnt anything new.
But I am being unfairly critical. From his style, it seems an approachable business book was precisely what Bedbury's intended?
As a comprehensive introduction to the field of branding, I'd still recommend "Strategic Brand Asset Management" by Keller. For a discussion of some innovative yet reasonable forms of brand creation, especially on a shoestring, I'd usually point to a PR related book, or perhaps the rapier wit "60-minutes Brand Strategist."
But as a gentle introduction for executives in to the nebulous world of branding, or as a non-technical business book for business folk in general who place less emphasis on a structured analytical framework and are more interested in a soft springboard into the field, then "Emotional Branding" and this book from Bedbury are pretty near the top of my list of recommendations.
Very accessible and insightful stuff, if you aren't expecting a summary of last decade's JCR.A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century OverviewWhat does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning-and failed-branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

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Social Lawyers: Transforming Business Development, 2010 ed. Review

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Social Lawyers: Transforming Business Development, 2010 ed. ReviewI've known Jayne for quite a few years, so my expectations for this work were high. Nevertheless, they were exceeded. The book is packed with actionable advice and covers the "how to" as well as they "why to." It would be useful for any business professional hoping to understand the proper use of social media in business development. There are a few typos and editing issues, but they do not detract from the valule of this small, yet densely packed book. Because it is published by a specialty house, it's a little more expensive than you might like, but it is completely worth it. Buy it and USE IT!Social Lawyers: Transforming Business Development, 2010 ed. OverviewThis book presents information about social technologies, how they impact your practice and affect client interests. Practical tips and use cases regarding online networking, blogging, podcasting, video-casting and social networks are set forth in an objective format, and a business development approach is offered for leveraging these emerging technologies. Conflicting information and opinion about social technologies from Web sites and blogs is sorted and analyz

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Copywriting That Sells High Tech Review

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Copywriting That Sells High Tech ReviewI've reviewed a few books in the "how to write..." genre, so Janice King offered me an opportunity to look at her book. I accepted because -- unbeknownst to Janice, I suspect -- my essay on "Care & Feeding of the Press" has quietly become a top resource for press relations professionals, which is one of the audiences for this book.
There's 12 chapters here, each of which covers a different facet of marcom. The first four chapters describe project planning, from defining the audience to the writing process (which covers both working with web designers and setting the proper tone for the marketing material). Five more chapters cover process: document elements, content types, text techniques, legal and ethical issues, and international concerns. The last section gives particular attention to specific types of marcom: sales materials, alliance (partner) materials, and press materials.
Although I've written a bit of marcom materials myself (such as technical white papers), my interest was focused on the last section since, as a computer industry journalist for more than 15 years, I have seen more press materials than one can imagine.
The best and worst I can say about Copywriting That Sells High Tech is that it reads like a college textbook. The information you need is all here, well organized and accessible. But it's a data dump -- not a mentor who shares experiences as well as information.
The information she imparts is accurate. Dull, maybe -- I felt as though I'd better be taking notes for the final exam -- but accurate. For example, she lists the types of press articles that a marcom professional might be called upon to produce, such as case studies, research findings, and technology primers, and describes the elements, requirements and expectations for each. If you didn't know any of this (and I can assure you that plenty of so-called PR professionals do not), you'll have a ready made checklist for your PR kit.
However, there's no sparkle in any of it; you don't have the least sense that a treasured friend is confiding her vast experience in this subject. But maybe you don't need that. (I like sparkle, personality, a voice.)
If you're new to marcom, or you're trying to figure out if this (lucrative) sort of writing is right for you, this is an excellent book to help you get started. It may also be useful (though less so) for a businessperson who suddenly has these duties plopped on her desk. You won't learn to write an effective press release (or to write an effective anything, really) from this text, but you'll be able to check off the elements that are expected by the target audience.
Copywriting That Sells High Tech is more "what" than it is "how." There are other references for the "how to write effectively" tasks, though; turn to this book for the broad picture.Copywriting That Sells High Tech OverviewCopywriting That Sells High Tech is the definitive guide to writing powerful promotional materials for technology products, services, and companies. Ideal for both novices and experienced communicators, Copywriting That Sells High Tech provides valuable insights and practical advice on writing clear and compelling promotional materials for technology products and services. The book is full of hundreds of ideas, examples, and techniques for improving the content of print and online materials.Use this book every day to get valuable ideas for specific materials, to expand your knowledge into new areas, and to find resources for detailed exploration.

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Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships Review

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Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships ReviewIf you work in marketing for any size company there are three reasons you need to buy AND READ this book.
1) You'll gain the knowledge you need to spend your dollars wisely.
2) You'll learn the technical terms that will let you ask the right questions in the right way with the right words.
3) You'll see that you absolutely need to stop whatever you are doing immediately and get a social media strategy. The world is changing before our eyes!
Thanks Paul and Eric for your bravery and willingness to go to market with your book first. I wish I had your foresight and your courage!
Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client RelationshipsSocial Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships OverviewThe first book devoted entirely to B2B social marketing
B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information.
This hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what's coming next.
Features plentiful examples, case studies, and best practices
Focuses on the channels that are most effective for B2B marketers
Builds on the authors' more than 30 years of combined experience in the new media/social media space, as well as two previous successful books


Leverage the vast business-to-business potential of Facebook, LinkedIn, Twitter, and many other social media platforms today with Social Marketing to the Business Customer!

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

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Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR Review
Not a bad book. I thought it read pretty well. It's full length, has some good content, and is current as far as I could see when it comes to the topic of social media MARKETING (SMM). And it presents SMM from the slant of a competent up-to-date public relations professional. If you are a public relations professional and have not yet crawled out of the Dark Ages and become computer literate, then I highly recommend you give this book a read. But for the rest of us who have been following SMM (whether we are public relations specialists or not), then I didn't really see much new covered or included in this tome. As a result I am going to drop my star rating for it down a notch. The book is broken into the following 5 parts and 19 chapters:
Part I. The true value of new PR (1-5)
Part II. Facilitating conversations: New tools & techniques (6-10)
Part III. Participating in social media (11-14)
Part IV. PR 2.0: A promising future (15-18)
Part V. Convergence (19)
0.1 -The socialization of media & PR 2.0
0.2 -Introduction: Social media is the reinvention of public relations
1. What's wrong with PR?
2. PR 2.0 versus public relations
3. PR 2.0 in a Web 2.0 world
4. Traditional versus new journalism
5. PR is about relationships
6. The language of new PR
7. Blogger relations
8. Social media releases (SMRs)
9. Video news releases (VNR) 2.0
10. Corporate blogging
11. Technology does not override the social sciences
12. Social networks: The online hub for your brand
13. Micromedia
14. New "marketing" roles
15. Community managers & customer service 2.0
16. Socialization of communication & service
17. The rules for breaking news
18. A new guide to metrics
19. PR 2.0 & PR 1.0 equals putting the public back in PR
A. The SEC & the importance of recognizing corporate blogs as public disclosure
B. It's alive! A roadmap to the social media dynamic landscape
I did not see a chapter on Investor Relations (IR). And since we all know that is ALL about public relations in large companies I viewed that as a gap, hole or deficiency in the book. I don't consider it to be something that can easily be merged into the topic of "corporate blogging." This is especially true after the authors included Appendix A regarding SEC regulations.
My favorite part of the book was Appendix B where the authors include a grid of URLs and short explanations for each. I found it to be a wonderful crib sheet or toolkit for an SMM professional to use when building his or her marketing and PR game plans. 4 stars!Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR Overview"There will be two kinds of PR professionals in the future: those who read this book and get with the program, and the unemployed. Your choice."Seth Godin, Author of Tribes "I am thrilled that there is finally a book about the right way to approach PR in today's world, where hyper-connected conversations trump the old school broadcast mentality. Everyone who wants to build a career in PR or marketing should read this book."Tony Hsieh, CEO, Zappos.com"Putting the Public Back in Public Relations is a passionate and persuasive case for rewriting the rules of public relations. Authors Solis and Breakenridge expertly combine third-party perspective with case studies and examples to paint a picture of a profession on the brink of reinvention."Paul Gillin, Author, The New Influencers and Secrets of Social Media Marketing "Putting the Public Back in Public Relations is an excellent read. It is the right book at the right time, explaining the reinvention of Public Relations at the hands of Social Media. A must read for those innovative marketers charged with creating differentiation in today's competitive marketplace."Trish Piontek, Director, Retail Marketing, Amerisource Bergen CorporationBreakthrough Web PR 2.0 Strategies and Tactics That WorkForget the pitch: Yesterday's PR techniques just don't work anymore. That's the bad news. Here's the great news: Social Media and Web 2.0 offer you an unprecedented opportunity to make PR succeed more powerfully than ever before. This book shows how to reinvent PR around two-way conversations with traditional and new influencers, bring the "public" back into public relations—and earn a new level of results that just wasn't possible before now. Drawing on their unparalleled experience making Social Media work for business, PR 2.0 blogger Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You'll learn new ways to build the relationships that matter, and reach a new generation of influencers…leverage platforms ranging from Twitter to Facebook…truly embed yourself in the communities that are shaping the future. Along the way, you'll learn how to stop being a "publicist" or mere "communicator" and become what your clients or company really need: a genuine enthusiast for whom and what you represent.What's wrong with PR—and how to fix itLeverage Social Media and Web 2.0 to reinvent PR, build meaningful and valuable relationships, and supercharge its effectiveness Social Media PR—a complete primerBuild blogger relationships, reinvent the press release, and make social networks the hub of your online brandsWhy it's about sociology and anthropology—not technologyMaster the art of listening and leverage today's powerful, emerging micromediaReal PR metrics for the Web 2.0 worldMeasure the results that really matter--and demonstrate your value as never before

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The Architect's Portfolio: Planning, Design, Production Review

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The Architect's Portfolio: Planning, Design, Production Review
For some time, I have been troubled by the inadequacy of books about portfolio design which I have been providing my students. They tend to be written for a very passive audience; the examples tend to be amateurish and derivative; they represent a single point of view, and the emphasis is uniformly on styling information rather than structuring information visually and conceptually.
The Architect's Portfolio on the other hand is an extraordinarily rich resource. The author has assembled a collection of twenty-one individual minds including his own, each with unique perspectives on portfolio design. These experienced designers reveal themselves with unguarded candor in the act of discovery, hard at work searching memory, forming concepts, developing new structures for ideas, while at the same time trying to juggle all the constraints imposed by his or her purpose, audience, and the language itself. The book is heavily illustrated with the contributor's work.
This book is really about people, and the recognition of influence wherever and however it takes shape. The author places great value on relations and relationships and toward that end focuses on the need to trigger, cultivate and harness the rewards for paying attention and connecting. I will recommend this book to all of my students.The Architect's Portfolio: Planning, Design, Production OverviewThe creation of a successful portfolio is a vital skill needed by architectural students and professionals alike. In a highly competitive global market the accomplished representation of the architect's work must be able to turn opportunities into triumphs. This book offers a fresh step-by-step approach to achieving a reflective, attractive and successful representation of one's work. Structured infour stages it takes the reader through each step needed in the creation of a successful portfolio, from understanding yourself and your market, to planning, designing and producing it. Illustrated throughout in full colour, the book includes case study portfolios from the US, UK, Europe and Asia which demonstratethe steps in the process for both practitioners and students, from sketch trials to full-colour stage lay-outs. These contributions come from architects all over the world, providing terrific insight into current practices and inspiration and ideas. This is simply essential reading for anyone putting together an architectural portfolio.

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Writing White Papers: How to Capture Readers and Keep Them Engaged Review

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Writing White Papers: How to Capture Readers and Keep Them Engaged Review
For those who are interested in understanding the potential value of white papers to business development and customer relationships, this book and Robert Bly's The White Paper Marketing Handbookare the most valuable resources on the subject that I have as yet encountered. I strongly recommend both. Opinions vary as to the origin of the genre. Both Bly and Stelzner seem to agree that white papers can be traced back at least to early in the 20th century when what was then referred to as a "white book" consisted of information published by a national government. Perhaps the most famous is the "British White Paper of 1922" (also known as the "Churchill White Paper") in which the political conflict in Palestine is discussed. Interest in the commercial potentialities of white papers has increased rapidly and substantially in recent years and my own opinion is that exploration and fulfillment of those potentialities has only begun.
In this volume, Stelzner offers his detailed definition of a white paper: "...a technical or business benefits diocument that introduces a challenge faced by its readers and makes a strong case why a particular approach to solving the problem is preferred. A white paper usually proposes a solution to a problem, but can also introduce a new concept or describe how to perform technical tasks.
He explains with rigor and eloquence "how to capture readers and keep them engaged."He suggests that there are four primary types of white papers: technical white papers tend to be targeted at engineers, business benefits white papers are usually targeted at decision-makers in management positions, hybrid white papers are usually targeted at both influencers (e.g. engineers) and decision-makers, and government white papers which usually discuss implications of policy decisions.
Here's a key point which both Stelzner and Bly stress repeatedly: A white paper must never be -- or be perceived to be -- an "infomercial" in print form. A white paper has value to the extent it provides information and counsel which help its recipients to answer questions and to make decisions. What's in it for the provider? There are several significant benefits which include positive association with the given answer or solution, the recipient's appreciation (i.e. good will), and perhaps most important of all, maintaining direct and relevant contact on a non-solicitation basis.
What I especially appreciate about Stelzner's approach is that he provides a step-by-step framework for what can - and should - become a cohesive, comprehensive, and cost-effect "game plan" for the production, distribution, and promotion of white papers (regardless of type) which will have the greatest appeal to what should be their carefully selected recipients. The ten-step process which Stelzner explains may - and probably will - require a segmented database. These are the sequential steps:
1. Clarify the topic ("focus your lens")
2. Identify your ideal reader (s)
3. Decide on primary and secondary objectives
4. Develop a detailed outline
5. Interview the experts (or at least identify expert and relevant sources)
6. Research
7. Write the first page
8. Write the title
NOTE: You may prefer to identify several candidates and select one later.9. Write the core ("Where's the beef?")
10. Hire an editor
NOTE: Stelzner probably prefers that a professional writer be retained but, if that is precluded by limited resources, at least obtain feedback from several qualified persons who meet the profile of the "ideal reader."
Stelzner thoroughly discusses each of these steps, offering countless "dos" and don'ts,"while reiterating that the most effective white papers tend to be those which address a specific problem and then offer a solution which in no way is - or is perceived to be - self-serving insofar as the provider is concerned. I totally agree. Over the years, my own extensive experience with white papers - either as a provider or as a recipient - has convinced me of the importance of viewing a white paper as a no-strings "favor" or benefit. The integrity (i.e. credibility) of the white paper itself as well as that of the provider must be impeccable.
Initially, I said that I highly recommend both this book andRobert Bly's The White Paper Marketing Handbook. That's true. I also strongly suggest that both be purchased and then carefully read. Whereas Bly addresses more of the marketing aspects of white papers, Stelzner focuses heavily on the craft of writing them. Absorbing and digesting the material in both books will assist substantially the process by which important writing and marketing decisions are made.Writing White Papers: How to Capture Readers and Keep Them Engaged OverviewInsightful tips to master white paper writing and marketingThe white paper is a crossbreed of a magazine article and a brochure.White paper guru Michael Stelzner reveals his secrets for creating compelling white papers that attract readers in droves.The first of its kind, Writing White Papers provides critical how-to details for every step of any white paper project—from performing the needs assessment to attracting prospects with creative marketing tactics.With this book, you will learn to: * Create outlines that work * Master interviewing techniques * Focus content on your readers * Inject persuasion into your paper * Quickly find research data * Write the core parts for any white paper * Craft compelling titles * Apply proven marketing techniquesWhether you have been tasked to write a white paper for your company, are a freelance writer wanting to grow your practice or a student seeking to master the art of writing white papers, this book will be your priceless guide.

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10 Steps to Successful Virtual Presentations (ASTD 10 Steps Series) Review

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10 Steps to Successful Virtual Presentations (ASTD 10 Steps Series) ReviewWe have all been in webinars and remote training sessions that have been disasters. But now the master of the virtual presentation, Wayne Turmel, has written a compelling book on the virtues of virtual communication.
In 10 Steps to Successful Presentations (10 Steps), he takes a complex subject and breaks it down into easy-to-follow steps that will allow you to overcome the challenges of presenting remotely.
Rather than trying to be a "Skype for Dummies" book, "10 steps" helps you prepare for your presentation regardless of what specific tool you are planning to use. Wayne Turmel doesn't just focus on overcoming what can go wrong during your virtual presentation, he also presents some of the "virtues" of virtual communication. These benefits include allowing a large group of people to attend a presentation without the cost and time required for travel, allowing the presenter to collect questions by instant message rather than getting sidetracked by audience interruptions, and allowing for the presentation to be recorded for future playback for those audience members who may have missed it.
By the end of the book, you will be well prepared for your next presentation and you will no longer have the desire to run from the technology available to us today. I highly recommend this clear and easy-to-read book before your next online presentation.
Ron Holohan, PMP
Host of The pm411.org Project Management Podcast
10 Steps to Successful Virtual Presentations (ASTD 10 Steps Series) OverviewThe internet provides an easy, cost-effective, and instantaneous presentation medium and businesses have spent billions of dollars to take advantage of this communication vehicle. Although companies have adopted virtual presentations for use in nearly all key business functions, they often do not use this medium to its full potential. This book outlines the wide breadth of opportunities and capabilities of presenting online and shows how to use them to best fill your business need. It reveals why to present online, how to choose your platform, and how to engage your audience.

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Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory) Review

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Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory) ReviewMichelle Golden's book, "Social Media Strategies for Professionals and Their Firms" is incredibly valuable and worthwhile, right from the start. It may be the definitive book right now to use to understand what "social media" really means and then implement and apply it to your professional firm.
The book is written in a very conversational, informative style, which will be extremely helpful to those new to "social media," as well as those already actively using Twitter, Linkedin, Facebook and blogging for business purposes, who want to learn more and go to the next level.
The book is full of real examples, definitions and adaptable suggestions. It will help you to think about your "strategy" and how to implement social media into your business. The book is very well designed, so that it can either be read through, or used as a reference tool to learn more about a specific topic. Michelle clearly explains the rationale and issues regarding social media in general (which is outstanding), then provides the What, Why, and How to use each of these tools, as well as Tips for each. She has even included a very detailed footnote section, for those interested in further reading or support for her content, as well as a thorough Glossary.

This book will definitely be helpful to professional firms (both small and large, for a partner in charge or the social media "champion"), as well as anyone else who has an interest in applying social media for their business. This is an excellent book, which I highly recommend. Anyone who wants to learn more about this topic will find this a must-have book.
Disclosure: I have no relationship with the author of this book, other than being "connected" via Twitter.
Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory) OverviewExpert advice on growing your professional service firm or individual practice through social media
Showing professionals and their marketers how to accomplish familiar marketing tactics in newer, ways, Social Media for Professionals and Their Firms takes you step by step in putting social media to work for your professional practice. Whether you want to build your own on-line reputation, or are ready to explore new media for corporate marketing and communications, this book is the definitive guide for your strategic approach.
Explores why the fastest and most leveragable way to expand relationships today is through the Internet

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Reshaping Your Business with Web 2.0: Using New Social Technologies to Lead Business Transformation Review

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Reshaping Your Business with Web 2.0: Using New Social Technologies to Lead Business Transformation ReviewAs a Web 2.0 professional who assists customers in their application of Web 2.0 in an enterprise / business context, this book is extremely valuable. In addition to my efforts to improve understanding of Web 2.0 with my customers, I recommend this book as a means to provide them with a solid foundation and understanding of Web 2.0 (beyond the hype and misinformation out in the Wild, Wild Web) and how these approaches and technologies can provide value in an enterprise context. Fact of the matter, Web 2.0 as a concept is an umbrella over a wide variety of concepts and technologies. In my experience, many IT and business professionals are unfamiliar with Web 2.0 in general or are familiar with one or more in a consumer (outside of work) context often not realizing that they are using elements of Web 2.0. In both cases, most haven't considered if or how Web 2.0 could be used to improve their organizational efficiency, drive down costs and improve customer / partner satisfaction.
I'd have given this book 10 stars if possible, it is by far the best Web 2.0 for business book available. If you work for a company that has customers, employees and/or partners (facetious but true) you owe it to yourself to read this book. Web 2.0 is really game changing, companies that "get it" and use it, will be more efficient than their competitors will ever be. I've experienced this first hand many times over the past few years.
Its a easy read too, with a good balance of business, value and technology topics (and common sense, practical and pragmatic too, which is often missing in "technology for the Enterprise" books).
Regards,
RichardReshaping Your Business with Web 2.0: Using New Social Technologies to Lead Business Transformation Overview
Integrate Web 2.0 trends and technologies into the enterprise

Written by a team of experts from the Web 2.0 community and Oracle Corporation, this innovative guide provides a blueprint for leveraging the new culture of participation in an enterprise environment.Reshaping Your Business with Web 2.0 offers proven strategies for the successful adoption of an enterprise 2.0 paradigm and covers the technical solutions that best apply in specific situations. You will find clear guidelines for using Web 2.0 technologies and standards in a productive way to align with business goals, increase efficiency, and provide measurable bottom line growth.

Foster collaboration and accelerate information dissemination with blogs and wikis

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301 Ways to Use Social Media To Boost Your Marketing Review

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301 Ways to Use Social Media To Boost Your Marketing ReviewThis is a good, practical introduction to the world of social media, and is loaded with a lot of step-by-step advice for those of us who are completely new to the area. Each tip is limited to a page, so it's easy to use this as a reference book to `dip' into whenever you can to get new ideas. One quibble is that I think she introduces too many of the different social sites in detail, without giving any sort of ranking. Obviously, someone can't really give full attention to all the sites, so some guidance on which to concentrate on would have been nice. This isn't the only social media marketing book you'll need if you are starting out -- the book really doesn't address how to develop an overall marketing strategy in the social media world. Consider this a companion piece to the other books that you'll need when you research and build your marketing. For more in-depth book reviews I've done, search for goldenrulecomics on the Squidoo website.
301 Ways to Use Social Media To Boost Your Marketing Overview
Join the TubeMoguls, get Delicious, StumbleUponcustomers--and 298 more great tips!
MARKETINGThe time to start social media marketing was yesterday. Don't worry, though--this book will get you going today!301 Ways to Use Social Media to Boost Your Marketing is packed with quick "snapshot" lessons for spreading your message and building customers—with little effort and virtually no cost. Designed to help you take action right away, each tip is presented in a stand-alone format to help you focus on what you need to do--and only what you need to do.
301 Ways to Use Social Media to Boost Your Marketing provides simple strategies for capitalizing on the top social media platforms like:• BLOGS • MICROMEDIA • SOCIAL NETWORKING SITES • BOOKMARKING SITES • MULTIMEDIA SITES • REVIEW AND OPINION SITES • WIKIS
You'll own the crowds on Twitter, Facebook, and YouTube--as well as on niche sites like Yelp, Ning, SmugMug, and Reddit. Potential customers are already having a conversation about your brand. Use 301 Ways to Use Social Media to Boost Your Marketing to grab them before your competitors can say "tweet"!

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Authenticity: What Consumers Really Want Review

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Authenticity: What Consumers Really Want Review
This is the latest in a series of several books (notably The Experience Economy: Work is Theater and Every Business a Stage and Markets of One: Creating Customer-Unique Value through Mass Customization) in which James H. Gilmore and B. Joseph Pine focus on what Peter Drucker once identified as one of the greatest challenges any business faces: How to get and then keep profitable customers? Their thesis in this latest volume is that marketers need to address the problem of managing "the perceptions of real or fake held by the consumer's of [an] enterprise's output - because people increasingly make purchase decisions based on how real or fake they perceive offerings. These perceptions flow directly from how well any particular offering conforms to a customer's self-image."
In this volume, Gilmore and Pine examine "the authenticity of economic offerings, not the authenticity of individuals in personal relationships, something people also greatly desire but the subject of many other tomes." They cite two exemplars in particular - Disney and Starbucks - because no company "has more affected our collective view of what is real and what is not" than has Disney. As for Starbucks, no other company "more explicitly manages its perception of authenticity, making direct appeals to authenticity in every way" Gilmore and Pine define this new discipline.
Here are some of the specific issues they address with rigor and eloquence:
1. The appeal of "real"
2. The drivers of the new consumer sensibility
3. Three axioms of authenticity
4. Five genres of authenticity
5. Two "time-honored standards" of authenticity
6. Ten elements of authenticity
7. How to be what you say you are
8. How to continue to be "true to self"
9. The nature, extent, and interaction of five key "real/fake polarities"
10. How to sustain the authenticity of what is offered
Decision-makers in any organization (regardless of its size or nature) are provided a comprehensive, cohesive, and cost-effective program by which to address and resolve these and other issues. Of course, even if Gilmore and Pine were in residence, actively involved in the design and implementation of such a program, assistance, it cannot succeed unless the given offering is and remains inherently authentic, That is, it fully meets (if not exceeds) the given consumer's perceptions of the benefits claimed for it.Authenticity: What Consumers Really Want Overview

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Social Media Marketing: The Next Generation of Business Engagement Review

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Social Media Marketing: The Next Generation of Business Engagement ReviewI've read both of David's social business books and found them very useful. You will learn a lot from his books, but you must be ready to put in the time to complete the exercises and follow up (reading additional articles, looking up experts that Dave mentions, etc).
Dave is one of few who talks about Promise vs. Delivery (marketing & operations) and the importance of holistic touch point analysis. His feedback loop for social media is right on. The information on touch points, promise vs. delivery, and social business funnel are alone worth the price of the first book.

I highly suggest reading Dave's first book, completing the exercises, and then moving on to the second book. I also recommend that you drop a copy of the second book on your Senior Marketing Manager's desk.Social Media Marketing: The Next Generation of Business Engagement Overview

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The Everything Guide to Social Media: All you need to know about participating in today's most popular online communities (Everything (Business & Personal Finance)) Review

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The Everything Guide to Social Media: All you need to know about participating in today's most popular online communities (Everything (Business & Personal Finance)) ReviewThis book is an excellent introduction to Social Media for newbies. As someone who teaches Social Media Classes, both online and in San Francisco, I approached this book looking for help for my students on Social Media Marketing.
It has one only one chapter on that topic, so my first reaction was not positive. But I gave the book a 'second chance,' so to speak, and my jaded instructor eyes wandered thru its pages. It captivated me with little nuggets of new insights on the 'history' of various social media (e.g., Facebook, Friendster, and LinkedIn) as well as tips and tricks for each one.
Its focus is more for the general, novice user. But, as such, it is a great complement to other books on Social Media Marketing per se.
The book also has a strong focus on the "International" aspects of Social Media, explaining - for example - how and why Friendster remains popular abroad even as its popularity has faded in the USA.
If you are a marketer (especially an older one), new to Social Media, this book alone is not sufficient. But when purchased with other Social Media MARKETING books, it is an effective soup-to-nuts complement.
I am always looking for comments, feedback and connections - so Google 'Jason McDonald SEO' to connect with me and share your ideas about the emerging Social Media world of marketing.The Everything Guide to Social Media: All you need to know about participating in today's most popular online communities (Everything (Business & Personal Finance)) Overview"The Everything Guide to Social Media" gives readers the knowledge, tools, and techniques to understand and join in the social media movement. Written in friendly, non-technical language, the book is a highly accessible guide to the range of social media services currently available, including: messaging and communication (Blogger and Twitter); communities and social groups (Facebook and MySpace); collaboration and cooperation (Wikipedia and Wikispaces); and, virtual worlds (Second Life and Forterra). "The Everything Guide to Social Media" has all the information that new users need to become comfortable with social media. More experienced users will learn how to expand their presence online. And anyone can learn to leverage the growing power of social networks to build or grow a business. This up-to-the-minute guide will launch readers into the ever-evolving and increasingly important world of social media today.

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The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market Review

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The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market ReviewI bought three books on web 2.0 and social marketing. This was the worst of the three.
First it repeats things over and over, as in the book is 400 plus pages and it could easily have covered what she had s original in about 100 pages, many chapters started of with or stated basically the same thought in different words.
The up side is if you are part of a large corporation it can offer some good insights.
The downside if you are a small company or individual marketer, it's not going to help all that much. Yes some of the big corporation case studies can be transferred to a small company but again between the repetitious nature of the book, cute little acronyms it tries to put forth and lack of scalability the books overall isn't useful.
I was and am very surprised so many people in these reviews feels she *gets it* or that the book is filled with great information. For me it usn't at all enlightening except for a few points. Most of it was information that other books cover in much better detail and with much better understanding.
The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market Overview"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind."—Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution"It's no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly—The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that."—Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School"Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success."—Anne Holland, Founder, MarketingSherpa IncUse ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable ResultsFor every marketer, strategist, executive, and entrepreneurToday, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools—and using them to maximize revenue and profitability.Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You'll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.Includes information, case studies, and working examples for next generation marketing strategies such as:• Social networks with virtual environments, including Second Life• Online communities including Facebook• Viral Marketing and eNurturing• Serious Gaming• Widgets• Wikis• Blogging, including Twitter• RSS• Podcasting• VideocastingWhether you're a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies—now, and for years to come.Sandy Carter's breakthrough ANGELS approach, a step-by-step framework for success: Analyze and ensure strong market understanding Nail the relevant strategy and story Go to Market Plan Energize the channel and community Leads and revenue Scream!!! Don't forget the Technology!BONUS Content Available Online:Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels.==================================Table of ContentsIntroductionA: Analyze Here, There, and EverywhereChapter 1: Listening and Analyzing in the Global WorldChapter 2: Segmentation in Action: The Nortel CaseChapter 3: Globalization: Lenovo, Google, Unilever, and IBMN: Nail the StrategyChapter 4: Fish Where the Fish Are and Use the Right BaitChapter 5: Relevance and Roles: Forrester ResearchChapter 6: Lightly Branded: EepyBird, The Coca-Cola Company, and MentosChapter 7: Corporate Social Responsibility: IBM's Project Green and Marks & SpencerG: Go-to-MarketChapter 8: Break Through the NoiseChapter 9: Influencer Value: The IBM Case StudyE: Energize the Ecosystem and MarketChapter 10: The New VesselsChapter 11: Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-DavidsonChapter 12: Virtual Environments: The Coca-Cola Company and IBMChapter 13: Widgets: The Use of Widgets at IBMChapter 14: Blogs: Midwest Airlines and IBMChapter 15: Serious Gaming: IBM's Innov8L: Leads and RevenueChapter 16: Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPVChapter 17: Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and TellabsChapter 18: Marketing Dashboards: IBM CognosS: Scream Through TechnologyChapter 19: Screaming World ChangesChapter 20: Technology Matters: IBM, Staples, Dell, and MyVirtualModelPutting It All TogetherChapter 21: End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant TechnologyChapter 22: The Top 10 Don'ts and the Marketing Organization of the FutureThe following materials can be found on the companion Web site at ibmpressbooks com/angels:Online 1: Relationship and Word of Mouth: RackspaceOnline 2: Personal BrandingOnline 3: National Environmental Policy Act


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Outspoken: Conversations on Church Communication Review

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Outspoken: Conversations on Church Communication ReviewI was given the amazing opportunity to read an advance copy of Outspoken, the new book by Tim Schraeder and the folks at the Center for Church Communication. The list of contributors is a "who's who" from the world of church communications, so I was excited to get my hands on a copy. I'm about half way through and so far, it has not disappointed. Thoughts presented in the book have frustrated, educated, and motivated me to be the best communications director that I can be..."to communicate, with uncompromising clarity, the truth of Jesus."
We, as communications professionals have a very important job and we serve ourselves well when we learn from the collective wisdom of others in the field. The brilliance with which Outspoken brings together so many voices from the church communications community is a much needed voice and breath of fresh air in my daily grind. Thanks Tim (and to many of my friends who contributed) for your gift to us!Outspoken: Conversations on Church Communication OverviewThe church has the greatest story ever told: the message of the gospel. Unfortunately, most churches aren't doing a great job of communicating it. The way the world communicates has changed dramatically in recent years. With the rise of the web and social media, many churches are in the dark about where to go or what to do next. Drawing on the wisdom and insight from over 60 leading experts in various fields of church communication, this book provides a comprehensive resource for church leaders sharing how the church can leverage new media to effectively connect people with the gospel. From branding and design, to websites and social media, there are endless ways your church can cut through the static and help the message of the gospel be heard clearly. We've got a message worth sharing. It's time we learn how to communicate it and communicate it well. It's time to be outspoken!

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