Product Description

“What’s the one thing companies care about? Conversion. Getting potential customers to convert into real, actual, customers. But how do you do that in a world of Facebook, Google, YouTube, blogs, and Flickr? Mike Moran shows you how—by trying lots of little things, studying the results, learning quickly from your failures, and doing it all over again. He gives you a framework for getting over your fears of talking with your customers without a committee to protect your behind. Great book.”

–Robert Scoble
Video blogger of the Scoble Show and Co-author of the top-selling corporate blogging book, Naked Conversations

Start Fast, Fix Fast, and Fix Again: Marketing for Breakthrough Results

For decades, marketers have been taught to carefully plan ahead because “you must get it right–it’s too expensive to change.” But, in the age of the Web, you can know in hours whether your strategy’s working. Today, winners don’t get it right the first time: they start fast, change fast, and relentlessly optimize their way to success. They do it wrong quickly…then fix it, just as quickly!

In this book, Internet marketing pioneer Mike Moran shows you how to do that–step-by-step and in detail. Drawing on his experience building ibm.com into one of the world’s most successful sites, Moran shows how to quickly transition from “plan then execute” to a non-stop cycle of refinement.

You’ll master specific techniques for making the Web’s “two-way marketing conversation” work successfully, productively, and profitably. Next, Moran shows how to choose the right new marketing tools, craft them into an integrated strategy, and execute it…achieving unprecedented efficiency, accountability, speed, and results.

• The indispensable online marketing guide for every CMO, brand marketer, direct marketer, online marketing specialist, strategist, and entrepreneur
• Learn more from your customers–and learn it faster
• Systematically measure online marketing results–and improve them
• Create deeper relationships with your customers on the Web
• Leverage podcasting, social networks, wikis, virtual worlds, search, viral marketing, blogs, and other new tools
• Build a lean, mean conversion machine
• Preview new innovations you’ll be implementing next year and the year after
• Overcome the organizational, political, and personal obstacles that keep marketers doing things the “old-fashioned” way

Foreward xv

Preface xvii

Acknowledgements xxiii

About the Author xxvii

Part 1: That Newfangled Marketing 1

Chapter 1: They’re Doing Wonderful Things with Computers 3

Chapter 2: New Wine in Old Bottles 21

Chapter 3: Marketing Is a Conversation 55

Part 2: That Newfangled Direct Marketing 103

Chapter 4: Going Over to the Dark Side 105

Chapter 5: The New Customer Relations 149

Chapter 6: Customers Vote with Their Mice 211          

Part 3: That Newfangled You 253

Chapter 7: This Doesn’t Work for Me 255

Chapter 8: This Won’t Work Where I Work 275

Chapter 9: This Stuff Changes Too Fast 315

Glossary 335
Index 365

About the Author

Mike Moran has worked on the Web since its earliest days, in both marketing and technical roles, including eight years at ibm.com, IBM’s customer-facing Web site. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as Chief Strategist for the digital communications agency Converseon.

Mike is also the author of Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, and he writes regular columns on search marketing for Revenue magazine, WebProNews, and Search Engine Guide. He’s a member of the Search Engine Marketing Council of the Direct Marketing Association and a charter member of the DMA’s Interactive Marketing Advisory Board. Mike is a frequent keynote speaker on Internet marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia’s Darden School of Business, and he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing.

Mike also has a broad technical background, with over 20 years experience in search technology working at IBM Research, Lotus, and other IBM software units. He led the product team that developed the first commercial linguistic search engine in 1989 and has been granted four patents in search and retrieval technology. He led the integration of ibm.com’s site search technologies as well as projects in content management, personalization, and web metrics. Mike led the adoption of search marketing at ibm.com back in 2001 and pioneered product search facilities that dramatically raised conversion rates. Mike was named an IBM Distinguished Engineer in 2005.

Mike can be reached through his Web site (www.mikemoran.com), which is also the home of his Biznology newsletter and blog.

Review

“Hands-On Social Marketing demystifies the process of developing and implementing a social marketing campaign. Nedra Kline Weinreich translates the concepts of social marketing into a clear, step-by-step process that almost anyone can follow.” 

— Review

Review

“Hands-On Social Marketing demystifies the process of developing and implementing a social marketing campaign. Nedra Kline Weinreich translates the concepts of social marketing into a clear, step-by-step process that almost anyone can follow.” 

(Karen Bernstein )

See all Editorial Reviews

Product Description

If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results.  Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute a social media marketing campaign in just one hour a day.  In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube.

From the Back Cover
Develop an Integrated, Successful Social Media Strategy

A Step-by-Step Guide

Put the buzz about your business to work for you. This comprehensive, perfectly paced guide will teach you how to make social media an active part of your marketing plan so that you can turn customer conversations about your brand, product, service, and company into a sustainable competitive advantage. Learn how you can tap the Social Web and amplify your current marketing efforts by listening and participating in conversations that drive measurable results.

• Develop and effectively pitch a successful social media campaign inside your company

• Learn how to become a genuine Social Web participant

• Build a map of your key conversation-generators as you evaluate every point of contact between you and your customers

• Get to the sweet spot of social media marketing—the consideration phase of the purchase funnel

• Leverage all the tools available—blogs, RSS feeds, podcasts, video and photo sharing, and more

• Use social media measurement tools, including the Net Promoter score, and apply metrics from platforms such as Bazaarvoice, BlogPulse, and Cymfony

• Learn best practices for launching your social media program and measuring the results

You’ll also find:

• A comprehensive look from the savvy marketer’s perspective at social sites and services—MySpace, Facebook®, LinkedIn®, and Twitter, along with YouTube, Seesmic, Eventful, and FriendFeed

• Straightforward tools for building social media into your current marketing program

• Real-world case studies that illustrate successes to learn from and mistakes to avoid

See all Editorial Reviews

Review

“If you are trying to grow revenue at your company, The New Language of Marketing 2.0 will be invaluable. The book provides methods and successful practices to develop new leads as well as increase opportunities to excel with existing customers.’’

–Lauren Flaherty, CMO, Nortel

“The New Language of Marketing 2.0 has captured the essence of the next generation of marketing. The use of experience and personalization in technology to provide a competitive edge to marketing is groundbreaking. The book provides a myriad of case studies and examples to illustrate application of the best practices they advocate.”

–Irving Wladawsky-Berger, Visiting Professor, Engineering Systems Division, MIT, and Adjunct Professor, Tanaka Business School, Imperial College

“The future of marketing is The New Language of Marketing 2.0. IBM charts the course for setting the right strategies, finding the best leads, and securing business for years to come.”

–Ray Hammond, author, The World in 2030

“Once in a while a book comes along that captures the essence of what is going on now and where the market is headed. This book does exactly that for marketing, and makes the ideas ‘real’ with a great variety of case studies.”

–Dan Baum, CEO, DBC PR+New Media

“Innovation and technology drive today’s competitive advantage. Using both in marketing techniques can help you turn your marketing from a whisper to a scream. Using the case study method, Sandy’s book shows you how!”

–Lynda M. Applegate, Henry R. Byers Professor of Business Administration, Harvard Business School

“Many books tell marketers what to do, but this one shows them. With the changes now sweeping marketing, global marketers should not ignore the real-life examples and rich case studies in this resource.”

–Mike Moran, coauthor, Search Engine Marketing, Inc., and author, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules

“B2B marketers learning from B2C marketers and vice versa is a critical best practice. With more than 50 case studies, this book embodies the mandate to explore, learn, and grow from best practices around the world. This is a must read for marketers and business owners alike.”

–Karen Vogel, Founder and President, The Women’s Congress

“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

“I loved the customer examples. They gave me a number of ideas of how a company might expand its marketing portfolio by better leveraging the new social media world.”

–Ron Williams, Professor, Kenan-Flagler Business School, University of North Carolina at Chapel Hill

“This is a great collection of cutting edge marketing and insightful case studies. It offers the latest thinking in the field of marketing, showing you how to take advantage of the new world of Web 2.0 thinking.”

–Nigel Dessau, Chief Marketing Officer, AMD

“If you are trying to shift the focus of your business to better serve and retain your customers, part of that must be the new Web 2.0 marketing strategies and learn how to be part of the conversation. The New Language of Marketing 2.0 will help you find a way to combine your vision for the future with creative approaches.”

–Mike Lackey, President, AIT Global and Special Advisor to the Executive Director for the United Nations Global Alliance for ICT and Development

 “The New Language of Marketing 2.0 makes sense of new media vessels such as virtual worlds, blogging, wikis, social networking communities, and gaming and clearly describes how these new vessels can work for us.”

–Jennifer McClure, Executive Director, Society for New Communications Research

“The goalposts may not have moved–business goals remain fairly constant–but the field of play is completely different. The New Language of Marketing 2.0 is your playbook to outmaneuver, outscore, and consistently beat your competition.”

–Betty Spence, Ph.D., President, NAFE

“IBM’s marketing of SOA is a best practice. IBM’s ability to focus on how customers can get started and providing education and guidance is tremendous. There is a lot to learn from the IBM team in B2B marketing.”

–Judith Hurwitz, President and CEO, Hurwitz and Associates, and coauthor, Service Oriented Architecture For Dummies

“The landscape has changed, and new techniques leveraging Web 2.0 have changed the dialogue in the marketplace. Those who learn these global and dynamic dialogues fastest will drive growth. The New Language of Marketing 2.0 teaches you how with more than 25 case studies.’’

–Don Tapscott, coauthor, Wikinomics: How Mass Collaboration Changes Everything

“Today’s business environment is completely different: interaction, communication, and information exchange have expanded to include virtual worlds, wikis, blogging, gaming, and online communities. The New Language of Marketing 2.0 will provide insight into how to adapt your marketing strategies to engage your customers where they really are, and where they are going to be tomorrow.”

–Carolyn Leighton, Founder/Chairwoman, WITI (Women in Technology International)

“This book doesn’t just ‘tell’ how to achieve success in the new Marketing 2.0 world: it shows how. Sandy has done breakthrough work with her team, and is sharing best practices. Not only does this book guide the reader to the next level of business development, it provides case studies that begin to bring the future of marketing into focus.”

–Rod Baptie, Managing Director, Baptie and Co., Ltd.

Product Description

“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 Inc

Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results
For every marketer, strategist, executive, and entrepreneur

Today, 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
•  Videocasting

Whether 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 Contents

Introduction

A: Analyze Here, There, and Everywhere

Chapter 1: Listening and Analyzing in the Global World
Chapter 2: Segmentation in Action: The Nortel Case
Chapter 3: Globalization: Lenovo, Google, Unilever, and IBM

N: Nail the Strategy

Chapter 4: Fish Where the Fish Are and Use the Right Bait
Chapter 5: Relevance and Roles: Forrester Research
Chapter 6: Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos
Chapter 7: Corporate Social Responsibility: IBM’s Project Green and Marks & Spencer

G: Go-to-Market

Chapter 8: Break Through the Noise
Chapter 9: Influencer Value: The IBM Case Study

E: Energize the Ecosystem and Market

Chapter 10: The New Vessels
Chapter 11: Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson
Chapter 12: Virtual Environments: The Coca-Cola Company and IBM
Chapter 13: Widgets: The Use of Widgets at IBM
Chapter 14: Blogs: Midwest Airlines and IBM
Chapter 15: Serious Gaming: IBM’s Innov8

L: Leads and Revenue

Chapter 16: Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV
Chapter 17: Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs
Chapter 18: Marketing Dashboards: IBM Cognos

S: Scream Through Technology

Chapter 19: Screaming World Changes
Chapter 20: Technology Matters: IBM, Staples, Dell, and MyVirtualModel

Putting It All Together

Chapter 21: End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology
Chapter 22: The Top 10 Don’ts and the Marketing Organization of the Future

The following materials can be found on the companion Web site at ibmpressbooks com/angels:

Online 1: Relationship and Word of Mouth: Rackspace
Online 2: Personal Branding
Online 3: National Environmental Policy Act

See all Editorial Reviews

Product Description

Brands are designed to build relationships between consumers and the products, services, or organizations they represent by providing added value to their objects. Through brand promotion, consumers form associations with brands, which can become established and lead to a long-term relationship between the product, service or organization and consumer. Similarly, public health brands are the associations that individuals hold for health behaviours or lifestyles. Public health branding – building positive associations with healthy behaviours and lifestyle choices – is the primary strategy by which commercial marketing is applied in health communication and social marketing.
This book examines theory and best practices of branding and its application in public health programs. Through a series of reviews and case studies, the book argues that branding is an emerging public health strategy that needs resources and continued development of innovative methodologies to effect lasting population-level change. In recent years, public health branding has been successfully applied across a wide range of chronic and infectious disease issues and behaviors – from tobacco control to HIV/AIDS – and globally across the developed and developing world. Branding is an important strategy for public health because it can address multiple behaviours simultaneously, and most health risks stem from multiple behaviours and complex lifestyle choices. Promoting healthy lifestyles is the key outcome for public health, thus making the development of improved branding strategies a critical objective for the field.

About the Author

W Douglas Evans serves as Vice President of RTI’s Public Health and Environment Division. Dr Evans has 16 years of experience in prevention research and program evaluation, social marketing and communications research. He has designed numerous large-scale evaluations and intervention research studies and has extensive experience evaluating behaviour change and public education intervention programs designed to communicate science-based information to diverse audiences. He has published extensively on media influences on health risk behaviour, including the effects of social marketing on behaviour change. Dr Evans has published widely in peer-reviewed journals such as the British Medical Journal, American Journal of Preventive Medicine, Health Psychology, Journal of Health Communication, and many others. He has worked extensively in the public health subject areas of tobacco control; nutrition, physical activity, and obesity; and reproductive health. Gerard Hastings is the first UK Professor of Social Marketing and founder/director of the Institute for Social Marketing and Centre for Tobacco Control Research. He researches the applicability of marketing principles such as consumer orientation and relationship building to the solution of health and social problems. He also conducts critical marketing research into the impact of potentially health damaging marketing, such as tobacco advertising and fast food promotion. He teaches and writes on these subjects both in the UK, where he has run Masters and Honours level programmes, and internationally in North America, South East Asia, the Middle East and Europe. He has published over eighty refereed papers in major journals. He is an expert witness in litigation against the tobacco industry, Chairs the Advisory Board of the EC’s HELP campaign, and is a regular advisor to the World Health Organisation, and the Scottish, UK and European Parliaments.

From Publishers Weekly

The author of this detailed primer take a no-nonsense approach to social change, arguing that marketing strategy will determine the outcome of any campaign, whether its goal is to reduce alcoholism or cigarette smoking, encourage family planning, improve dietary habits or promote environmental protection. Such efforts are analyzed here in terms of product-market fit, positioning, distribution channels, mobilization of influence groups, and so forth. Mini-case histories sprinkled throughout cover a wide spectrum, from Amnesty International’s support for prisoner’s rights and Project Head Start’s health services to preschoolers, to the TV series Sesame Street’ s promotion of literacy, and campaigns for AIDS prevention, energy conservation and combating teenage pregnancy. This textbook-like guide by two marketing professors (Kotler is at Northwestern, Roberto teaches in Manila) also focuses on direct mail, mass media, developing a marketing plan and program evaluation. A book for professionals, this is unlikely to interest general readers.
Copyright 1989 Reed Business Information, Inc.
–This text refers to an out of print or unavailable edition of this title.


Review

Social Marketing: Improving the Quality of  Life, is the indispensable companion for leaders in all three sectors who recognize that social marketing is a leadership imperative. Philip Kotler’s great new book moves us to a higher level of understanding and performance. It is superb.