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

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

"What do fish tacos, data storage, and disaster relief all have in common? Each has harnessed the power of marketing that amplifies via the real-time social web. These and many other case studies are part of this engaging new book that details strategies for marketers to understand, evolve, and profit in the social age."—John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of Spend Shift
"Understanding what's possible and how to use social media will be essential for every marketer; this book will hold your hand in this brave new world."—John Miller, CMO, NBC Universal TV Group
"Like it or not, social media is here to stay. It needs to be understood, managed, and harnessed. This book tells you how. Read it!"—Zhihang Chi, Ph.D., Vice President and General Manager, North America, Air China Limited
"Beverly Macy is a true innovator and thought leader in the field of social media marketing."—Cathy Sandeen, Ph.D., MBA, Dean, UCLA Extension, University of California Los Angeles
About the Book

In an era when information travels at phenomenal speed along the "real-time Web," a brand can explode into popular culture overnight--and die just as quickly. As a marketer, how can you stay ahead of the curve? How do you control the chaos? Two words: Social Media.
With The Power of Real-Time Social Media Marketing, you'll learn how to take advantage of today's "fluid" business environment and develop innovative ways to meet market demands. And here's the best part: all your tools--Facebook, Twitter, YouTube, and other sites--are free!
Leading figures in the exciting new world of sophisticated social media marketing, Beverly Macy and Teri Thompson explain how you can use this global, real-time platform to change how consumers interact with your brand. They then present detailed case studies illustrating how top organizations and emerging brand giants have proven the remarkable effectiveness of social media marketing. Find out how:
The American Red Cross turned a single "tweet" into $33 million worth of donations to earthquake victims in Haiti
Orange County Transportation Authority engaged citizens to participate in transportation planning and use
DIRE CTV boosted customer loyalty and trust by finding and solving complaints in real time
EMC transformed business processes by leveraging workforce social media proficiency and "open" behavior models

Marketers no longer have the luxury of time to develop, test, and measure a brand. Use the lessons in The Power of Real-Time Social Media Marketing to launch your brand in a fixed amount of time, accurately measure the impact of your activities, and instantly adjust to any unforeseen events.

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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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Guerilla Marketing on the Internet: The Definitive Guide from the Father of Guerilla Marketing Review

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Guerilla Marketing on the Internet: The Definitive Guide from the Father of Guerilla Marketing ReviewThis book sadly doesn't live up to the hype. It reads as an advertisement for the services of the authors and even uses one of the authors as a case study.
The authors use every old marketing trick in the book to try to sell in the new internet world. Truly long online sales letters and one page websites that try to gather user data are not revolutionary and are a true turn off to lots of folks.
It is rare that I return a book but this one is going back.Guerilla Marketing on the Internet: The Definitive Guide from the Father of Guerilla Marketing Overview

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

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Social Media Metrics: How to Measure and Optimize Your Marketing Investment (New Rules Social Media Series) ReviewJim Sterne describes in this book techniques and strategies that are essential in order to optimize companies' efforts when it comes to Social Media efforts. This is the first book in this arena and it is a game changer for companies looking to increase their social presence and profitability in any social media: forums, review sites, social networks, blogs, microblogs, and others.
The book will help readers to manage Social Media as a serious business tool, a corporate asset in a world where companies become more aware / vulnerable to customers' opinions and needs. It will help them convince upper management to invest resources in social media and understand how profitable Social Media is for the organization.
As the author writes:
"Success in social media is not found in how many people got your message; it's found in how many people thought your message was remarkable - literally. How many people were intrigued enough by the point you were making to comment on it and pass it along to their friends?"
If your company (large or small) is trying to make a difference and succeed in the online world, I warmly recommend this book.Social Media Metrics: How to Measure and Optimize Your Marketing Investment (New Rules Social Media Series) OverviewThe only guide devoted exclusively to social media metrics
Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix.
While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine:
Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy
How to leverage the time and effort you invest in social media
How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired

Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

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Plug Your Business Marketing on MySpace, YouTube, blogs and podcasts and other Web 2.0 social networks Review

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Plug Your Business Marketing on MySpace, YouTube, blogs and podcasts and other Web 2.0 social networks Review
I liked this book, but I didn't love it. Thus it only gets a 4 star rating from me. Maybe I feel this way because I've read the author's other book entitled Plug Your Book and this book comes off being very similar? Maybe it was because it was 142 pages and has a sales price of almost $20? Or maybe it was because I have read other books that cover much of the same material and they go into more depth?
The book is comprised of the following 14 chapters:
1. Introduction
2. MySpace Buzz
3. Building Your Web Site
4. Blogging for Business
5. Blog Tours
6. Multimedia
7. Tag - You're It!
8. The Social Jungle
9. Social Media, Social Search
10. Syndicating Your Content
11. Revenue from Your Site
12. Pay-Per-Click Advertising
13. Power Tools
14. Ethics of Online Marketing
I found Chapter 2 to be the best in the book. I can see how a rock band or an author can promote themselves at MySpace. In fact, they do successfully. But I'm not yet convinced that MySpace is really conducive to marketing a small business. It would have been nice if the book had clearly explained at least a few success stories regarding small businesses marketing on MySpace. By reading the book I am left thinking it is just a hope to successfully market a small business using that social network.
I liked Chapter 3 and found it to be a good introduction to putting together a Web site. I recommend reading The Web Savvy Writer (ISBN: 0977830403) if you are interested in a more in depth coverage on the subject. I liked Chapter 4 and also found it to be a good introduction to blogging for business. For more on the subject I recommend reading Ted Demopoulos' books (ISBN: 1419584359 and ISBN: 1419536451). And I liked chapters 7 and 8, but for a more in depth coverage I recommend reading Sell Your Book on Amazon (ISBN: 1432701967).
The "Recommended Reading" list at the end of this tome included some interesting books. I would have liked to have seen Marketing to the Social Web (ISBN: 0470124172) and Marketing in the New Media (ISBN: 1551807319) included as well, but they weren't. As you can see from my review that this book covers a lot of ground in just a few pages. I highly recommend it as a lead-in to many other books. 4 stars!Plug Your Business Marketing on MySpace, YouTube, blogs and podcasts and other Web 2.0 social networks OverviewGet massive exposure for your business, no special computer skills needed.-- Quit wasting money on traditional advertising and marketing campaigns.-- Blog to connect with customers and generate word of mouth.-- Boost your visibility with Google; use MySpace for viral marketing.-- Ignite word of mouth with Web social networksNo matter what kind of business you have, its success depends on two things: It must serve a need, and you must find customers. Most new businesses fail simply because the right people never heard about them. And this is the paradox for entrepreneurs: People aren't paying attention to traditional marketing and advertising anymore. But free advertising is alive and well.Whatever you want to call it --- buzz, word of mouth, peer-to-peer or viral marketing -- you can't just manufacture it. You must earn it -- by engaging your target market.Fortunately, there is a very straightforward, ethical way of gaining this free exposure: by participating on social networks. These social media sites, such as MySpace, Facebook, and other Web 2.0 networks, allow members to create profiles of themselves (or their business) with the objective of meeting like-minded friends and partners who share the same passions and goals.The individuals participating on these networks might be searching for anything -- a mentor, a ride to work, a date for Saturday night, recommendations for a movie, a new job, or perhaps they want to meet someone who's an expert in their hobby. For business owners who learn to use them, social networks can provide valuable free exposure to a worldwide pool of new customers and fans. These social networks have turned traditional marketing on its head. No longer must a business owner scrape together a huge pile of cash for a marketing campaign, then pray that it works. Hundreds of thousands of businesses, large and small, are leveraging social networks to lure new customers, often at virtually no cost. And unlike most traditional advertising, social networking can pay dividends for years to come because it forges a strong link between you and consumers, enabling your biggest fans to become evangelists for your business.Internet social networks allow entrepreneurs to build their business one customer at a time. It's the same as having a "street team" pounding the pavement for you. Just as your street team might pass out fliers about a show or new product, your MySpace friends can forward the same type of information using electronic messages to a much larger audience.When you're successful, your loyal customers begin spreading the word for you, generating true word of mouth. Entrepreneurs can no longer depend on interruption-based ads, such as commercials and junk mail, which force consumers to stop what they're doing and pay attention. But with social networking, you can influence these consumers precisely at the point where they're engaged.In the old days, with postal direct mail or telephone cold-calling, your chance of getting a response from someone who didn't know you was about 2 percent -- and that's if you had a big marketing budget and were doing everything right. But today, the social-networking skills described in this book can result in response rates of 80 percent or more.What are you waiting for? Put these revolutionary ideas to work today! --This text refers to the Kindle Edition edition.

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

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How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business ReviewIf you're a an entrepreneur that regularly follows Guy Kawasaki or Perry Marshall's missives on Google search and email marketing, you'll want to read this book ASAP. Turner and Shah place social media strategies and platforms in context so that you avoid those "spinach caught in your teeth" kinds of mistakes non-net-natives (like me) tend to make. They also offer plenty of practical tips for fine-tuning efforts on the major platforms, tracking online conversations and dissecting what the competition is doing. It's one of those books you'll refer to over and over again. Especially Chapter 11, How to Use Promoting Platforms to Help you Grow Your Sales and Revenues".
That said, the book is peppered with valuable case studies featuring many impressive Fortune 500 companies. I would have liked more case studies featuring start-ups and smaller companies like ours -- those that have to keep a remorseless eye on the time and effort involved with all social media efforts...
How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business OverviewHow to Make Money with Social Media provides a clear, practical roadmap for businesspeople who are ready to get past the hype and start using social media to grow their sales and revenues.This new book answers many of the most important questions people are asking about social media:· Can I make money with social media?· How do the Fortune 500 use social media?· What are the classic mistakes to avoid when launching a social media campaign? · How should I set-up, launch and run my social media campaign?· What are the top 50 social media platforms and how can they be used to get new customers? · Why did my first social media campaign fail?· How do I integrate my social media campaign into my traditional marketing campaign?· What are the Seven Deadly Sins of social media measurement?· What should I know about mobile media, augmented reality and widgets?· What should I do to ensure I get a positive ROI from my efforts? · What tools should I use once I get past YouTube, LinkedIn, Facebook and Twitter?· What are the 59 specific steps I should take to ensure my social media campaign is a success?How to Make Money with Social Media gives you all the information you need to set-up, launch and run a successful social media campaign.

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The Open Brand: When Push Comes to Pull in a Web-Made World Review

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The Open Brand: When Push Comes to Pull in a Web-Made World ReviewAnyone who is involved in marketing, product development, sales, public relations, or customer service should read this book.
Traditionally, companies have developed their message and pushed it out to their customers--this is push marketing. Companies would push demand through the sales channels. So, the various efforts were company-driven: product development, marketing, sales, and customer service, to name a few.
Today, the marketing model is increasingly a pull model. Customers pull demand through the various channels. And not just to the companies--but to a vast network of other people. This massive customer communication puts customers, not companies, in the driver's seat. If marketing is a show, the audience of customers now controls the stage. This is why a book like The Open Brand matters.
The book consists of four Parts. Part One consists of three chapters. These focus on the concept of "Open." The author has an acronym:
O: On-demand.
P: Personal.
E: Engaging.
N. Networked.
These describe today's marketing environment. While customers are empowered due to online tools such as Instant Messaging, e-mail, blogs, and communities, the effects of their communications reach well beyond the online world into every nook and cranny of the offline world as well.
Part II discusses the iCitizen. The power of the consumer is far different from what it was a few years ago. What is this power, and how did the iCitizen end up with it? Who are iCitizens? Who has more influence--a few celebrities, or thousands of regular people who all have a voice? Part II answers these questions and more. It also explains how and why the iCitizen can be both the medium and the message.
Part III explains the response to the iCitizen. It presents a strategic framework that allows a company to make sense of Part I (the social Web) and Part II (the iCitizen). It discusses the two trends that, more than any others, anchor the open brand framework:
The emergence of consumer notoriety. This is in stark contrast to what has historically been consumer anonymity with regard to brands (and the world). Now consumers can be highly visible, almost instantly. The implications are profound.
The emergence of creative production. This is in stark contrast to simple, uncritical consumption. Today, we have a dazzling array of engaging online activities that didn't exist just a few years ago. Someone writes a blog or releases a video, and a viewpoint (good or bad) can easily go viral.
Part IV is titled "Getting to Open." It's based on what the authors call "The Four OPEN Experiences." Different people experience the Web in different ways. The authors classify these as:
Collectively inclined icitizens believe "I connect."
Cultural change agents believe "I am."
Digital competence seekers believe "I can."
Celebrity-motivated icitizens believe "I matter."
Do you know which group (or experience) has the most power? The answer may surprise you, and that's OK. What's not OK is not learning the answer and doing something about it. What you do, exactly, depends on several interdependent factors. Part IV addresses those.
When you're done reading this book, you'll have an understanding of who is really driving many of the choices companies make. More importantly, you'll have a framework for developing a suitable response with long-term viability.
The book has an appendix with a glossary, acknowledgements, and index.The Open Brand: When Push Comes to Pull in a Web-Made World OverviewMany of the best brands today are of geek pedigree, powered by thetechnologies, traits and trends of the ascendant digital channel.Amidst the decline of mass marketing, push marketing tactics have beensuperseded by new forms of influence. These include the creating,sharing and influencing behaviors of an online population no longercontent merely to consume, and the potent pairing of digital notorietyand network effects, which has given rise to the icitizenry. From these sociocultural forces emerges a radical business imperative:to open up to consumer involvement in a brand's messages and offerings.Published under Peachpit's New Riders imprint in partnership with AIGADesign Press, The Open Brand illuminates both therisks and immense rewards of doing so, and describes the essentialconsumer experiences that are requisite for culturalrelevance—On-demand, Personal, Engaging, and Networked experiences,representing the chief values of the web-made world.

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