Book Description
Who Is Talking About You?
Master the art of word of mouth marketing with this fun, practical, hands-on guide.
Foreword by Seth Godin and Afterword by Guy Kawaski.
With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world’s most respected and profitable companies get their best customers for free through the power of word of mouth.
Learn the five essential steps that make word of mouth work and everything you need to get started using them. Understand the real purpose of blogs, communities, viral email, evangelists, and buzz—when to use them and how simple it is to make them work.
Learn what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner—and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion—and why some multi-million-dollar advertising campaigns fail to get noticed.
Open your eyes to a new way of doing business—that honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.
Customer Reviews:
How to get people talking about your company.......2007-10-18
People love to talk. Now, thanks to the Internet, they also like to post reviews about the products and services they have experienced. This combination of people talking and a new democratic medium has helped create a variation of marketing based on word-of-mouth. Of course, any good business owner recognizes that word-of-mouth, or customer referrals in the old lingo, is a time-tested form of marketing. But the new twist is that, thanks to increased ad costs, more intense competition and smaller budgets, marketers are stretching to develop new tactics. Enter author Andy Sernovitz and the word-of-mouth concept. The author contends that this is a novel idea, but is it really new? Probably not. Most of the ideas are self-evident and Sernovitz tends to repeat them. While we love a new thing, readers instead might see this as an updated look at a known phenomenon: the power of neighbors who talk to each other.
basic concepts presented as something fresh and radical.......2007-10-07
I've just gotten into WOM marketing and so I assumed that my knowledge on the subject is limited. After reading this book, however, I came to think that I could be a marketing guru as well. The ideas described in this book could be summarized on three pages and still those pages would not be worth reading! Rules such as: make your message interesting or make it short or make it easy to remember are obvious for all those who are capable to think logically. Others (e.g. Chinese banquet example) are simply ridiculous!
I expected to learn a lot from this book. I learned nothing new. Plus, the book appear to contradict all the rules he lists: it could definitely be shorter and more interesting!
Exciting message, accessible style.......2007-10-04
I loved this book not only for the specific word of mouth marketing tips, but for the enthusiasm Sernovitz brings to the subject matter as well.
I am nobody you've ever heard of - just a woman starting her own business. Sernovitz made me realize that there is a whole new way of doing things, a whole world out there that I have had no connection to.
First, this book made me feel not so bad about my lack of experience, because plenty of people with experience are just not getting it! And second, Andy's book taught me that if my business was going to have an internet presence I'd darn well better get up to speed on how to become a part of the online community and be as smart as I can about making sure people know about my product, find my website, and buy! I'd better blog - I'd better get out there - I'd better make connections, and friendships, and be a part of the conversation!
"Word of Mouth Marketing" has an exciting message and is very accessible even for the novice. This book should be a part of anyone's Business 101 learning, and I highly recommend it.
Left feeling teased, and a little cheated........2007-10-03
I was really torn between giving this book three or four stars. What inclined me toward four was that I didn't get a straight run through it, but instead was three quarters of the way through and had to put it aside for a week-which is a long time to put reading aside and then pick up again without it losing a great deal of its momentum. So, I went with the higher scoring in the belief that I would have had a more positive experience with the material if it had not been for a circumstance beyond the author's control.
That being said, you may still be wondering what I found lacking to keep it from getting five stars. First of all, I don't hand five stars out like candy (and I wish a lot of other reviewers would follow that lead, as it seems as though there are an over-abundance of five stars over at Amazon). I feel that a five star rating is for the exceptional. A four star is for the good. Three stars for the nominal, with two and one stars relegated to the bad and really stinky. I steer away from half stars as that smacks of indecision (and would require me having to add those images to my library and they are difficult to come by).
I rate this book at four stars because it is good. It is not exceptional. If you're purchasing as marketing advice, it will provide you with enough to know that you need to buy more books by other authors that go into a good deal more detail. If you've already purchased a couple of marketing books, it will reinforce what you've already read and give you a good pep talk to keep you motivated. It is not going to enlighten you to anything new (unless it's your first purchase of marketing material-in which case see point above about now knowing you need to buy more books).
As a writer, publisher and editor myself, I have to make one comment about the writing-more precisely the voice, or tone, of the book. I received the distinct impression that Mr. Sernovitz saw a trend of sales in marketing books, whipped one together with no real effort or research beyond what he already knew off the top of his head (which is considerable-no argument from me there) and tossed it out onto the market. Again, as in one of my prior reviews of a different book, I wish the author had taken more time, gone more indepth, researched and added to what he already knew and given us a real read. In many ways I felt teased, and a little cheated.
Empower your customers.......2007-09-19
I typically gauge an effective marketing book by how much actionable information is provided. My measure is simple, lots of earmarked pages indicates good ideas that can be impactful. After reading this book on the train I had 12 ear marked pages and had left myself three voicemails about ideas my company could implement immediately.
If you want to make a measurable improvement in your marketing programs and empower your customers, buy this book.
Thanks,
David Baeza
Area Vice President, Customer Acquisition
Citrix Online
GoToMyPC
GoToMeeting
GoToWebinar
GoToAssist
Book Description
Bestselling author Lynda Gratton?a world-renowned authority on business strategy?takes an extensive look at Hot Spots?places and times where cooperation flourishes, resulting in productivity and excitement. Now, these previously unexplained flares of ideas and innovation are thoroughly examined, as Gratton shows how to develop of Hot Spots within ones own environment.
Customer Reviews:
Hot Spots is well worth a 'truffle'.......2007-05-25
The fundamental equation "Hot Spots = (Cooperative Mindset x Boundary Spanning x Igniting Purpose) x Productive Capacity" is the organising principle of this book. All material is very well organised to illustrate and support this insight. The style is conversational and authoritative. There is a lack of pretension that is refreshing in business literature. The material is supported throughout by real life examples. My favourite is the `Truffles' initiative at OgilvyOne. There are many other examples across many industries.
Professor Gratton uses language in a way that reinforces the main messages and makes concepts memorable: `Signature Processes' describe activities that powerfully convey a company's character and passion; `Boundary Spanners' move in many worlds, share information and connect people. `Big Freeze' and `Country Club' describe sub-cultures unlikely to produce hotspots!
Appendix A contains some fabulous material to help readers interested in creating their own `hot spots' - including many diagnostic questions and ways to map your system. Go on......treat yourself....... you deserve it!
The Power of Thermal Convergence.......2007-04-21
In this volume, Lynda Gratton explains how and why "boundaryless cooperation fuels innovation...why some teams, workplaces, and organizations buzz with energy - and others don't." The business model she recommends is an "open" one. In fact, it is precisely what Henry Chesbrough brilliantly explains in Open Innovation and in his more recent book, Open Business Models. What is a "boundaryless" organization? GE is probably the most prominent example. (Curiously, there are no references in Hot Spots to Chesbrough, GE or its former CEO, Jack Welch.) According to Gratton, a "boundaryless organization" is one within which people are engaged in "purposeful conversation"; there are no barriers to communication, cooperation, and collaboration; and the organization has an ever-widening "net of involvement."
Those whom Gratton calls "boundary spanners" are very important because they break down the "walls" between in-groups and out-groups. They have a network of relationships that form a natural bridge between the two groups. (Chesbrough calls them "innovation intermediaries.") In a boundaryless organization, people feel energized and vibrantly alive. Their brains buzz with ideas as they share with others the joy and excitement of "exploiting and applying knowledge that is already known and genuinely exploring what was previously unknown." Relationships between and among those involved create a Hot Spot.
"One of the most profound insights about Hot Spots is that their innovative capacity arises from the intelligence, insights, and wisdom of people working together. The energy contained in a Hot Spot is essentially a combination of their individual energy with the addition of the relational energy generated between them." Hence the importance of (a) having a "cooperative mindset," (b) "boundary spanners," (c) "igniting purpose," and (d) sustaining sufficient "productive capacity." Gratton acknowledges that there is much of substantial value to be learned by examining best practices in exemplary companies (e.g. BP, PgilvyOne, Nokia, and Linux)but also other types of practices, notably what she characterizes as "signature processes" which embody a given organization's character. They arise from passions and interests within the organization. Whereas best practices "bring the outside in," signature processes "bring the inside out."
To Gratton's great credit, after identifying the "what" in the Introduction and Chapters 1 and 2, she focuses most of her attention on "how" and "why" in the remaining six chapters. I also appreciate the provision of information in three appendices, especially in the first ("Resources for Creating Hot Spots"). And I especially appreciate Gratton's decision to want until the final chapter before explaining how to design (or re-design) an organization in which Hot Spots "emerge." The process consists of five phases best revealed within Gratton's narrative (i.e. in context) but I do presume to suggest that Hot Spots are inevitable and can exist anywhere, both physically and electronically. The challenge is to encourage and support them without institutionalizing ("housebreaking") them. That is a very real danger, one which Bob Taylor obviously recognized when he insisted that the Xerox Corporation allow him to establish - with unlimited funding -- the Palo Alto Research Center (PARC) which those at Xerox's corporate headquarters (in Connecticut) viewed as a "renegade" think tank. In fact, Taylor and his associates conceptualized the very notion of the desktop computer, long before IBM launched its PC, and it laid the foundation for Microsoft Windows with a prototype graphical user interface of icons and layered screens. Even the technology that makes it possible for these words to appear on the screen can trace its roots to Xerox's eccentric band of innovators. It is possible but highly unlikely that any of this could have been achieved, had the research center been absorbed within the Xerox corporate culture in the 1970s.
Guided and informed by Gratton's observations and recommendations, senior-level executives will be well-prepared to provide the leadership needed to avoid or overcome barriers to innovation within their organizations by nurturing a cooperative mindset, encouraging and supporting those who are "boundary spanners," igniting purpose at all levels and in all areas throughout the given enterprise, and - as a result -- sustain sufficient "productive capacity."
Those who share my high regard for this book are urged to check out two of Gratton's earlier works, Living Strategy: Putting People at the Heart of Corporate Purpose and The Democratic Enterprise: Liberating Your Business with Freedom, Flexibility, and Commitment. Also When Sparks Fly: Harnessing the Power of Group Creativity by Dorothy Leonard-Barton and Walter C. Swap, Organizing Genius: The Secrets of Creative Collaboration by Warren G. Bennis and Patricia Ward Biederman, and Juice: The Creative Fuel That Drives World-Class Inventors by Evan I. Schwartz.
Creating a Supercharged Environment........2007-03-13
I've been involved in just a few of what Ms. Gratton calls Hot Sports. These were projects that somehow gathered together a group of people totally dedicated to success. They were good people, working at the limits of their capabilities and an amazing amount of work was accomplished in a very short time.
I had never realized that this would be the subject of academic study, or that it could be managed to occur as part of a regular business environment. Ms Gratton says that there are four criteria that must come together to make a Hot Spot work:
A cooperative mindset: when people are excited, willing, eager and able to work together
Boundary spanning: with people fromdifferent backgrounds, skill sets, and outlooks combine their expertise in new ways
Igniting purpose: there must be a question, task, vision that creates a shared goal
Productive capacity: people must be able to work together, resolve conflicts, and manage the rhythm and pace of their work.
HOT SPOTS is key to building a strong, collaborative organization and shouldn't be missed........2007-03-12
HOT SPOTS: WHY SOME TEAMS, WORKPLACES, AND ORGANIZATIONS BUZZ WITH ENERGY - AND OTHERS DON'T packs in details on what differentiates a thriving, busy organization from a stagnant one, and will find a special place in the busy manager's bookshelf as a basic reference to understanding organizational dynamics. Lynda Gratton has spent a decade uncovering and analyzing what contributes to Hot Spots: her research has uncovered four basic qualities and organization needs to support the creation of Hot Spots of excitement and cooperation. HOT SPOTS is key to building a strong, collaborative organization and shouldn't be missed.
Diane C. Donovan
California Bookwatch
How to stay "hot" in our "chilling" organizations .......2007-02-23
Lynda Gratton has done it again. An astute observer of high performing organizations, Dr. Gratton offers an alternative way to resolve the endless pursuit of the right answers to the challenging questions of business growth, employee engagement and enterprise sustainability.
Based on her rigorous research and thoughtful reflection, Hot Spots deliver a provocative message. The organizations that buzz with healthy energy and draw talent to themselves produce innovative solutions and deliver results. Those are the outcomes rather than goals. The innovative and sustainable cultures cannot be engineered; they have to be nurtured and let the hot spots "emerge." Dr. Gratton convincingly concludes that focusing on the right things such as collaborative ways of working, cultivating relationships, and motivating people through meaningful purpose, vision, and goals is what really matters.
There is a new art of leadership that is modelled in the study. It is the leadership that knows how to create the environments that become magnets of diverse talent and paradigm changing ideas.
The book is a must for those of us who want to stay relevant in the evolving 21 century organizations.
Amazon.com
The Palm Pilot. The novel Cold Mountain. The iMac. Hotmail. FedEx. The Blair Witch Project and There's Something About Mary. According to former marketing exec Emanuel Rosen, they all became successful not through traditional advertising or marketing routes, but through "buzz," that semitangible process through which information and commentary jump from one brain or mouth to another. Rosen also ascribes buzz to creating customer loyalty, which he says is built through the advice of friends, colleagues, or such trusted "mega-hubs" of information as Oprah Winfrey and Rosie O'Donnell. Rosen has spent the past few years studying the routes, nodes, and clusters through which buzz passes and grows, and the result is this well-researched book. While it doesn't throw much new light on the mechanics of buzz, it is at least instructive and entertaining, offering minisagas of the successful buzz behind such marketing triumphs as the dELia's catalog for teenage girls, PowerBars, and the BMW Z3 roadster. Buzz seekers, be warned, however: with the exception of a short chapter at the end of the book called "Buzz Workshop," you won't find much of a blueprint for starting the gears of buzz for your product or service. What you do get is a trove of real-life stories that, if they don't inspire and guide you toward taking your first buzz-creating baby steps, probably mean you're the type of person who should stick with conventional advertising and PR. --Timothy Murphy
Book Description
The first guide to creating the word-of-mouth magic that breaks through the skepticism and information overload of today's consumers, and drive sales--and profits--to new heights.
As Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster."
Now available in paperback, The Anatomy of Buzz, written by former marketing VP Emanuel Rosen, pinpoints the products and services that benefit the most from buzz and offers specific strategies for creating and sustaining effective word-of-mouth strategies. Drawing on interviews with more than 150 marketing executives who have successfully built buzz for major brands, Rosen describes the ins-and-outs of attracting the attention of influential first-users and "bigmouth" movers-and-shakers, and discusses proven techniques for stimulating customer-to-customer selling–including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere.
Recent surveys show that 74 percent of young people rely to some extent on others when selecting a car, that 56 percent of moviegoers follow the recommendations of friends, and that 65 percent of the people who bought a Palm Pilot were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to reignite excitement about an existing product or service or turbocharge the launch of a new product.
Download Description
The Anatomy of Buzz is divided into three parts.
How Buzz Spreads: The first section describes the huge social networks to which we all belong and what we know about how buzz spreads through them.
Success in the Networks: The second section identifies two factors that need to be there for buzz to spread. First, the product must be "contagious" in some way. For example, the game Trivial Pursuit was contagious because people who played it were compelled to demonstrate their knowledge to others. But contagion needs to be accelerated. That's the second factor. The marketers of this game executed a massive grassroots campaign that let people in numerous social networks get "infected" by the game and tell others.
Stimulating Buzz: The third part of the book describes techniques that companies have used to encourage their customers to talk. How BMW created buzz about the Z3 Roadster through a "sneak preview" in a James Bond movie. How the founders of Powerbar spread the word about their energy food by working with "network hubs" such as coaches and leading athletes.
Customer Reviews:
Material is outdated.......2007-07-14
Great book, but even after just a few years, the material is outdated. Hardly touches the online world, which is what I was looking for.
Listening to buzz.......2007-07-14
Have a great product (there is no substitute), identify the information hubs, seed far and wide, try to start little fires everywhere, and never give up - that's Emanuel Rosen's advice for creating buzz. The book is a light introduction to this topic, and deserves a spot on your reading list if you want to learn about the subject. However, it does feel outdated and you have to take this into account when you read it - YouTube, FaceBook, etc. have changed the rules of the game significantly. For a more recent, and dare I say, more useful read, be sure to check out Buzzmarketing by Mark Hughes.
How to Buzz your product.......2007-05-04
Rosen, Emanuel. The Anatomy of Buzz
Marketing is greatly affected by word of mouth, person-to-person communication outside of mainline advertising. Mr. Rosen gives us insights into how and why "buzz" happens, and how to build buzz about a product or service. His Six Rules About Ads and Buzz:
1. Keep It Simple
The message needs to be simple in order for people to pass it on.
2. Tell Us What's New
Fluff doesn't travel well in the networks.
3. Don't Make Claims You Can't Support
Don't tell customers that you care about them unless you really mean it and can consistently demonstrate superb customer service.
4. Ask Your Customers to Articulate What's Special About Your Product or Service
If [your customers] can't tell you what's unique about your product, they won't be able to explain it to their friends.
5. Start Measuring Buzz
When you conduct customer satisfaction surveys, ask your customers whether they have recommended the product recently. If so, to how many people?
6. Listen to the Buzz
How is the product being used out in the field? What problems are encountered by users? What are the product attributes being discussed?
Teaching By Example.......2007-01-28
The author does a good job of getting his point across through the appropriate examples. It was an easy and enjoyable read. My only complaint was that he repetitively used the same examples when it would have been more effective to bring in new ones.
Definitely recommend it for anyone who is new to marketing and wants to know what "buzz" is all about.
Excellent Book!.......2006-03-31
Gladwell's "The Tipping Point" draws our attention to the idea of "word-of-mouth"; Seth Godin shows us what kinds of remarkable things can be achieved using viral marketing techniques; Emanuel Rosen's "The Anatomy of Buzz" walks us through how to make word-of-mouth marketing work for our own businesses.
This is an excellent book! It lays out a pathway to follow and provides pragmatic guidelines and best practices, verbally illustrated using real-world examples. A business book is a success for me if I find I've made a few notes while reading the book (and acted on those notes). In reading "The Anatomy of Buzz" I generated dozens of notes and ideas - many of which have been implemented or are in process today.
This is an excellent book. I'll say it again: This is an excellent book! I strongly recommend it to those who have "marketing", business development", "sales", or "founder" in their job titles.
Book Description
Connected Marketing is a business book about the state of the art in viral, buzz and word-of-mouth marketing. Written by 17 experts working at the cutting edge of viral, buzz and word-of-mouth marketing, Connected Marketing introduces the range of scalable, predictable and measurable solutions for driving business growth by stimulating positive brand talk between clients, customers and consumers.
Edited by marketing consultants Justin Kirby (Digital Media Communications) and Dr. Paul Marsden (Spheeris/London School of Economics), and with a foreword by Emanuel Rosen (author of the bestselling Anatomy of Buzz) Connected Marketing is a collaborative work written by 17 opinion-leading consultants and practitioners working at the cutting edge of viral, buzz and word of mouth marketing. Contributing authors to Connected Marketing are Stéphane Allard (Spheeris), Schuyler Brown (Buzz@Euro RSCG), Idil Cakim (Burson-Marsteller), Andrew Corcoran (Lincoln Business School), Steve Curran, (Pod Digital), Brad Ferguson (Informative), Justin Foxton (CommentUK), Graham Goodkind (Frank PR), Justin Kirby (Digital Media Communications), Paul Marsden (Spheeris), Liam Mulhall (Brewtopia), Greg Nyilasy (University of Georgia), Martin Oetting (ESCP-EAP European School of Management), Bernd Röthlingshöfer (Independent), Sven Rusticus (Icemedia), Pete Snyder (New Media Strategies) and Thomas Zorbach (vm-people).
Connected Marketing shows how businesses can harness connectivity between clients, customers and consumers as powerful marketing media for driving demand.
* Focuses on the consumer to consumer approach to marketing: word of mouth
* Advises on ways to create an epidemic demand for a new product or service
* Shows how to identify and form relationships with socially infectious individuals in order to convey the marketing message
Customer Reviews:
Good Book.......2007-02-19
Again, this book fits my Entrepreneur Marketing class very well. The ideas of the author's and views seem to be very up to date and innovative. Another happy purchase!
Best Book about viral marketing..........2006-03-26
I've purchased several books on the subject of viral and buzz marketing and this by far is the BEST on the subject... the case studies are PRICELESS!!! I would recommend this book to anyone serious about gettin' their message out there...
Book Description
It's official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message -- because without it, even the loudest buzz will soon die down. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation.
Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level.
Without the right message in place, word of mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people's interest...and generate much more than buzz.
Customer Reviews:
Straightforward and innovative resource.......2007-09-11
This book is a great resource for anyone in business, not just marketing. Perfect for internet entrepreneurs and real estate agents too.
Learn how to talk with customers instead of at them........2007-08-04
Conversational marketing is really a simple concept and one that's been around since people started conversing. However, marketing, PR and advertising departments, especially in larger businesses, don't think conversationally. That's a problem, because customers want conversation, not the "party line." Lois Kelly offers a spot on solution--
"Marketing has traditionally been more like a manufacturing operation, producing advertisements, Web sites, brochures, campaigns, and press releases. Reframed as a service, however, marketing gains even more value through the processes of listening advising, explaining, and teaching." (p. 155)
Companies need to reshape their entire approach to communication to have any hope of influencing today's customers. That entails changing mindsets, job responsibilities, interdepartmental relationships and customer interaction--tough stuff.
The great value of "Beyond Buzz" is that it explains how large organizations can reorganize and reorient themselves to be conversational. Kelly has a lot of first-hand experience working with firms that successfully made the change, and with some that didn't. Her ideas and transformative techniques are not merely theories, they are tried and true. Worthwhile reading for business owners, leaders, and top level marketing, PR, advertising and sales execs.
worth reading twice.......2007-07-09
I just re-read this book and not only is it good reading, but great advice for moving forward in the ever changing world of technology. It reminds us that word of mouth is still one of the most important marketing tools, even if it is happening electronically these days. I particularly liked Chapter 5 - Nine Themes That Always Get People Talking. It's fun; it's smart; and it works. I've been using some of the strategies outlined since the moment I finished the book.
Kevin J. Clancy, Ph.D.
Chairman & CEO
Copernicus Marketing Consulting and Research
An important addition to any business library........2007-06-17
BEYOND BUZZ: THE NEXT GENERATION OF WORD-OF-MOUTH MARKETING is PR at its best: a discussion of how more effective word-of-mouth 'buzz' is generated to drive sales not from an advertising standpoint, but from personal experiences shared to create product interest and excitement. Lois Kelly is a branding specialist who believes making via 'buzz' is fostered by two-way communication with customers: a give-and-take which actually refines and defines desirable products. BEYOND BUZZ uses case studies of organizations that have mastered 'conversational marketing' to great success, and makes for an important addition to any business library.
Diane C. Donovan
California Bookwatch
She gets it.......2007-05-21
There are an incredible number of resources and ideas in this book. It will change the way you think about marketing.
Book Description
In this instant-communication world, buzz means business! And one of the greatest ways to get customers and potential customers buzzing about your business is with a Web log, commonly called a blog. Blogs can help you:
- Introduce the people behind your business
- Discuss relevant issues
- Provide a clearinghouse for information and expertise
- Show your business as a good corporate citizen
- Support an exchange of ideas
- Get honest feedback from your customers
- Affect public opinion
If you’re new to blogging, or if you know the mechanics of a blog but want some help refining and targeting yours, Buzz Marketing With Blogs For Dummies will get you going right away. An expert blogger shows you the ins and outs of putting together a professional-looking blog, walks you through the jargon, helps you decide what your blog should do, and even explains various software solutions. You’ll find out how to:
- Set up and maintain a blog, write in blogging style, and observe blogging etiquette
- Define your audience and target your blog to reach them
- Involve your customers, earn their trust, educate the public, and build community
- Avoid possible legal pitfalls while keeping your blog interesting
- Encourage contributions and links to your blog
- Use images and design an eye-catching format
- Optimize your blog for top search engine ratings, track your results, and measure your success
Written by Susannah Gardner, who has taught online journalism, directed multimedia efforts, and provided custom Web solutions to clients, Buzz Marketing With Blogs For Dummies even shares tips from the experts who establish and maintain some of the top-rated business blogs. You’ll discover the secrets of success, how to spot and solve problems, what software can enhance your blogging life, and a whole lot more. It like having a staff of experts on call!
Download Description
In this instant-communication world, buzz means business! And one of the greatest ways to get customers and potential customers buzzing about your business is with a Web log, commonly called a blog. Blogs can help you: Introduce the people behind your business Discuss relevant issues Provide a clearinghouse for information and expertise Show your business as a good corporate citizen Support an exchange of ideas Get honest feedback from your customers Affect public opinion If you¿re new to blogging, or if you know the mechanics of a blog but want some help refining and targeting yours, Buzz Marketing With Blogs For Dummies will get you going right away. An expert blogger shows you the ins and outs of putting together a professional-looking blog, walks you through the jargon, helps you decide what your blog should do, and even explains various software solutions. You¿ll find out how to: Set up and maintain a blog, write in blogging style, and observe blogging etiquette Define your audience and target your blog to reach them Involve your customers, earn their trust, educate the public, and build community Avoid possible legal pitfalls while keeping your blog interesting Encourage contributions and links to your blog Use images and design an eye-catching format Optimize your blog for top search engine ratings, track your results, and measure your success
Customer Reviews:
Holy Moley! What a book.......2007-07-26
Are you kidding me!?!??? This is one great book. For a never before blogger this book helped me setup, start and gave me strategies to develop my presence and increase my business. I feel like I need to pay Susannah a referral fee - I am a Realtor after all. Fortunately in Iowa a referral fee to a nonlicnesed person is illegal. I have read this and read this, I use it for reference and it is so highlighted that I am now having to use different highlighter colors to try to keep up with the topics. Oh, I just need to buy another one and color code it. If you are even thinking about blogging get this book, block out a weekend, take lots of notes, and have at lease 5 highlighter colors!
Very helpful and insightful.......2007-03-29
Well researched, too. Good primer for getting up to speed.
Fast read | Good for readers unfamiliar with the Blogsphere.......2007-01-11
If the word "Blogsphere" is completely foreign to you, you will find this book to be a good introduction into the world of blogging. If you've created your own blogs in the past (using Blogger or some other tools), then you may benefit from something a little more advanced.
Great book for the basics.......2006-03-01
My client wanted to have a blog and I needed to learn the basics about blogs in short order. This book is a quick read and I was standing in front of their executive board in 1 week with a customized sample blog in place for their review and questions. I received a signed contract that day. Thank you for this book. On the down side, the specific blog software I used was not included in the book for review. Marketing was an important topic in my meeting and the book provided a nice, simple layout on the differences with other media and provided great ideas. The corporate blogging topic was helpful.
Much more than a Dummies book.......2005-12-12
Kudos to Susannah Gardner, the author of this book. She put together a *fabulous*, definitive work on Blog Marketing. I'm very fortunate that I didn't get turned off by the Dummies series as I almost always do (same for Idiots). I read the book from beginning to end, which is rare for me. It's full of great tips, without an ounce of fluff.
Average customer rating:
- Offering Leasing rather than selling it.
- The Buzz on Leasing
- BUZZ makes it "easy" to understand modern auto leasing!!
- Great book! Made leasing a car easier &more understandable
- This is the best guide to leasing I have seen!
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The Buzz on Leasing: Should You Lease Your Next Vehicle?
Buzz Doering
Manufacturer: Jameson Books
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ASIN: 0915463792 |
Book Description
This is the best, most up-to-date consumer guide to leasing a vehicle. The author helps you decide between leasing and purchase and outlines the financial advantages and disadvantages of each. He includes all the pitfalls one needs to avoid when buying or leasing.
Customer Reviews:
Offering Leasing rather than selling it........2004-02-28
Having had the pleasure of visiting with Mr. Doering personally while working in a north Chicago dealership, he provided a very down to earth, easy to understand way of looking at the pros and cons of leasing an automobile. The book has been a tool for me ever since. Good Job and I'll look forward to more.
The Buzz on Leasing.......2000-11-01
Buzz Doering's, "The Buzz on Leasing" is terrific! While many articles on car leasing seem to lean toward the negative, Mr. Doering clearly describes how leasing can be much better than purchasing.
I like the idea of pocketing the difference in payments and investing or utilizing that amount over the term of the lease. I also like having a new car that is in warranty. If you purchase, your warranty would expire in the third year with perhaps 2 more years to go on the financing.
Thanks Mr. Doering for your easy to understand ideas!
Angelo Stalis
BUZZ makes it "easy" to understand modern auto leasing!!.......1999-09-05
I have had the pleasure of attending a seminar given by BUZZ. I am a car salesman. I learned more about LEASING in 1 hour than all the leasing classes I have taken in the last 4 years. Easy to understand. His book is for the buyer as well the salesperson. My sales have increased as a DIRECT result. My customers have complete understanding AND they are very happy. Many say they will NEVER pay cash or buy a car again!! Leasing is the way to go!! Thank You BUZZ
Great book! Made leasing a car easier &more understandable.......1998-11-30
My wife and I both read this book -- and we both learned how to lease a new family car correctly! The book is written to the audience of private consumers. The author explains the pluses and minuses of leasing and compares leasing vs. buying. I'll read it again before I lease our next car.
This is the best guide to leasing I have seen!.......1998-10-08
Buzz is THE expert on leasing. His down to earth and easy to understand explanations are great for everyone, expecially those who know very little or nothing about leasing. Don't get another car without reading this book! I know I will never own another vehicle. Leasing is the way to go!
Book Description
If you’re like most business professionals, you could be losing $10,000, $100,000, or even $1 million a month on the Web! Catapulting your business online is easier than you may think. Thanks to new and emerging developments in Web technology, you can immediately reach more new customers â free. Plus, you can better leverage your âtraditionalâ Internet marketing to get more traffic from the search engines and free publicity from the press.
Internet marketing veteran and Entrepreneur columnist Catherine Seda reveals how to attract new customers, search engine spiders and the press, simultaneously. Use this approach to skyrocket your sales while building your brand.
This book reveals the insider secrets of how to:
• Capitalize on social media, such as blogs, podcasts, and online video, while watching your profits soar from search engines, e-mail, and affiliate marketing.
• Maximize your exposure by building your online reputation as an industry expert.
• Recognize search engine spammers who will get your site banned and kill your cash flow.
• Mimic the successful Internet marketing techniques that have elevated the status of well-known sites.
• Avoid making the âTop 10â Internet marketing mistakes as revealed by industry leaders.
This ânon-techieâ book is for: consultants, entrepreneurs, corporate marketers, students, investors, journalists and adventurers.
Customer Reviews:
Great SEO book!!!.......2007-07-09
Honestly the whole SEO thing can be a bit mind boggling for those who are just getting into it and like myself I needed a trusted source; especially one that was not overly heavy on the technical side.
Cat does a great job of breaking it down into laymen's terms, from websites, adwords and blogs; it's a great web 2.0 intro book for SEO. Thanks to Cat's book my web site and blog traffic increased several folds!!!
A 'must' for any businessperson who would understand the opportunities and dangers of the latest web developments.......2007-06-17
HOW TO WIN SALES AND INFLUENCE SPIDERS: BOOSTING YOUR BUSINESS & BUZZ ON THE WEB is for any business professional who has heard how much can be made going online and who wishes to take advantage of the latest development in Web technology. Customers can be attracted for free - and here internet marketing veteran and entrepreneur columnist Catherine Seda shows exactly how, revealing secrets such as how to build an online reputation to maximize exposure, how to understand how search engine spammers can ruin efforts, and how to mimic successful Internet marketing strategies. A 'must' for any businessperson who would understand the opportunities and dangers of the latest web developments - and a 'must' for any library serious about catering to modern business people.
Diane C. Donovan
California Bookwatch
Making the Internet less overwhelming.......2007-05-21
Okay, I don't know about you, but for ME the whole internet marking thing is so overwhelming. So much to do, yet so important to learn and master if you want to keep hands on in your business. Catherine Seda's book is so easy to understand. It's as though she wrote it just for me. And one important plus, I have not yet found another book that adequately explained "Spiders" in internet marketing. There is so much great stuff in here, I am still putting it all into practice.
Great online marketing and PR advice that is worth thousands of dollars.......2007-04-22
I learned about Catherine Seda back in 2004, when she published her classic book "Search Engine Advertising". Earlier in 2007, she came back with this other title, "How to Win Sales & Influence Spiders", one that handsomely complements her work and offers marketers and business owners alike a plethora of information to feed from and make the most out of the options available nowadays to catapult your business online.
With the assistance of contributing author Amanda Watlington (another legend in the Search Marketing space), Catherine covers PR, blogging, social networking, podcasting, e-mail campaigns, affiliate marketing, PPC and more sharing her knowledge while she interviews experts in each of the topics and wraps up each chapter with an insightful Success Story (read "case study") to drive the points home.
In the end, between the material covered and its relevance, combined with her fresh writing style, the book ends up being an enjoyable read that is worth thousands of dollars, if you apply her suggestions as a part of your marketing and PR efforts.
Demystifying Website Marketing.......2007-04-18
It's no secret that marketing on the Web takes more than just slapping up a website and hoping people will flock to your URL. Amazingly enough, I still run into clients who use as a haphazard method and believe they truly are marketing.
Now I have an expert resource I recommend so clients easily understand the components of Web marketing. My new secret weapon is Cat Seda's latest book How to Win Sales and Influence Spiders ~Boosting Your Business and Buzz on the Web. Seda skillfully explains the playing field on the web, and she uses language that is easily understandable even to newbies.
Some of the key points, you'll take away from this book are;
- The big picture overview of search engine marketing and SEO
- Step-by-step instructions on how to build links
- A differentiation between black hat and white hat tactics on the web (Reminds me of Mad Magazine spy versus spy. There really is good and evil out there)
- The good the bad and the ugly on squeeze pages
- Social media networking
If any of the items on the bulleted list sound foreign to you, I encourage you to grab a copy of this book today! These are tips and tactics you'll need a good firm grasp on when you begin your Web marketing efforts. You'll discover when you read the book, but there's a lot more to Web marketing than meets the eye.
Plus, Seda uses real world examples with the big players (Fire Mountain Gems & Entrepreneur just to name a couple) and and entrepreneurs. By illustrating how it's really done and showcasing the results, Seda highlights exactly why Web marketing is so important.
As a writer and consultant, I was especially impressed with the example about article marketing to generate a six figure income from one project.
I've been following Seda's work for some time via her articles in Entrepreneur Magazine. I also had the opportunity to meet her in person at Lorrie Morgan- Ferrero's Speed Copywriting Workshop and for what it's worth Cat Seda is the real deal. Her internet integrity is impressive, and when it comes right down to it, I'll do business with the white hats any day. After all, who wants to deal with the spam police? Read this book and you'll be on the right track.
Book Description
On TLC's groundbreaking new series, Taking Care of Business, Richard Laermer shows small-business owners how to build buzz and get media coverage. Here he shares the secrets from his highly successful public relations firm on how to take care of business and grow the bottom line. In Full Frontal PR, readers learn how to hone their pitch, build relationships with the press, and gain strategic placements that will get people talking. These tactics are based on proven methods that are easy to implement and, most important. cost-effective. For those looking to raise their profile and reach new customers, this acclaimed book will help any company or person break through the clutter and into the center of attention.
Customer Reviews:
Basic - For the novice.......2007-10-06
As someone who has practiced public relations for decades, I found this pedestrian and not at all to my liking. While well-written and informative, it is more for the novice or the small business owner who needs a basic knowledge of ways to promote himself or his/her business.
So it depends where you're at in relation to public relations as to whether or not this book is something you want to read. If you have a lot of PR knowledge, you don't need this book. On the other hand, if you have little or no knowledge of how to promote yourself, get the book. You might gain some useful information.
Practical, Broad-Based Perspective on PR.......2007-07-30
A friend of mine who is a PR professional recommended this book to me. As someone with next to no background in PR before I read this book, I am amazed how much I gained from the philosophy and approach it describes. On several occassions applying what I learned from Full Frontal PR has translated into successful projects in both work settings and professional organizations in which I am involved.
PR Bible.......2007-07-05
If you're in PR or marketing - get this book now. It's got a lot of common sense know-how in the pages. Plus, it makes some great connections between PR and marketing. What an inspiration!
A Non-pictorial Textual Book for Buzz Builders (if you were worried).......2007-03-25
Richard Laermer, PR pro of a New York City Public Relations firm, spills the beans on the secrets of the buzz-building industry in this concise and easy to read book. "Full Frontal PR: Building Buzz About Your Business, Your Product, or You," is a perfect little concise guide, one that is very readable by the way, for those medium to small businesses that may not have it in their budget yet to hire a marketing or advertisement firm.
I have been in the Public Relations field for three short months now and picked up Laermer's book from Amazon to delve into some professional reading on my new-found profession and I must say, it didn't disappoint. I found myself learning a lot and tried to hone in on the chapters discussing on-line ways to build buzz as its very much an interest of mine as well as directly related to my professional job. If your marketing and communications budget is tight, you could easily pick up Laermer's book and take a few suggestions (in your spare time right?) and run with them to get your business more exposure in the press and the public eye. After all, you've got to find some way to get your product, service, mission in life out there. I used to do non-profit management and I have to say, I wished I ran across Laermer's book upon starting that job. I think it would have given our non-profit better tools to court the media than those we were using.
One of the best features I liked about the book is the invaluable web site recommendations collected at the back and scattered throughout the book. I haven't had time to peruse them yet at length but plan on book marking them and using them at work. Some of his advice was covering known ground so the book might not appeal to the PR pros who have been in the industry for 3 or more years I'd say. But I'm sure for the open-minded among you, there are things you can pick through from "Full Frontal PR," that might jog some thoughts and ideas. I think for some folks who have been practicing PR for awhile, there is a reluctance to embrace new media formats for getting the message out there in the papers, on the web, and on the streets and in the homes...this book may just open some of those windows for you.
Good book. Catch a buzz in your local bar while reading this book and then follow-through with some of Laermer's advice. You never know what just might pop up? ...mmw
Packed with useable tips.......2005-12-26
I found this book to be packed with practical ideas and information. After reading it I felt that I had a sound basic knowledge of how the news media works, and was confident about how to prepare materials for them to use. Of course every layman thinks they know how the media works, but after reading this you realise how intricate it can be.
Strengths of the book:
- Covers the whole industry - print, TV, internet
- Fairly up to date (2003), with a better Internet chapter than a 2005 PR book I just finished
- Dense with tips and practical information
- Written in a fun, up-beat style
- You will walk away from this book and actually use many of the suggestions. I've had a top-name PR agency on retainer for a year and I now realise how uninspiring and lazy they have been.
Weaknesses:
- Information isn't logically laid out. The first third is set out as an encylopedia in alphabetical order, rather than a logical narrative, which I find is a poor way of "teaching". Overall it is a collection of tips rather than the step-by-step guide it claims to be
- Assumes you are in US and only deal with US media
- A little bit too up-beat at times for my taste (no shortage of exclamation marks)
- Assumes quite an advanced understanding of the media to begin with - reads like he's talking to a fellow PR buddy over a coffee
- I think case studies are especially useful, but there aren't many in here.
Overall: Highly recommended, it really gave me a "quantum leap" in terms of my understanding of the media, inspiration, and practical ideas for how to get my material out.
Incidentally: Much, much better than "Media Relations" by David Henderson which I finished last week.
Book Description
Over the past few years, the business world has been wracked by corporate scandals. With news of a new scandal an almost weekly occurrence, one cannot help but wonder: “Is business success synonymous with a lack of morality?” With a resounding “no,” Bowen H. “Buzz” McCoy, former partner at Morgan Stanley, shows that ethical business leadership is possible and, moreover, desirable. Seeking inspiration from an eclectic range of sources, such as Dante, Kant, and Peter Drucker, and drawing from his own career as a successful investment banker, the author examines how business leaders—and those who aspire to be business leaders—can flourish in a corporate environment without shedding personal values or compromising integrity. Living Into Leadership: A Journey in Ethics is based on the author’s actual life experiences, personal ethical dilemmas, and concerns. This groundbreaking work incorporates classroom materials developed by the author for ethics programs at various business schools, including Stanford, UC Berkeley, the University of Southern California, UCLA, and Notre Dame. The central question this book considers is how to pursue an engaged business career while living a balanced life and continuing to grow as an integrated person.
McCoy acts as a “mentor” for readers, providing personal and professional guidance on the development of a personal business plan for life. The book presents the case for creating a moral compass that allows one to make decisions under uncertainty, lead a life of integrity, establish the practice of ethics both personally and in society, and know when to embrace change and when to hold one’s ground. It includes an abbreviated version of the author’s acclaimed work, the seminal Harvard Business Review article, “The Parable of the Sadhu,” and shows readers how to prepare in advance for dilemmas they may face, both in their private and professional lives.
Books:
- You Don't Need a Title to Be a Leader: How Anyone, Anywhere, Can Make a Positive Difference
- Your Complete Retirement Planning Road Map: The Leave-Nothing-to-Chance, Worry-Free, All-Systems-Go Guide
- African Friends and Money Matters: Observations from Africa (Publications in Ethnography, Vol. 37)
- All About Dog Daycare...A Blueprint for Success
- America's Cheapest Family Gets You Right on the Money: Your Guide to Living Better, Spending Less, and Cashing in on Your Dreams
- Asset Protection : Concepts and Strategies for Protecting Your Wealth
- Bankruptcy And Debtor/creditor: Examples And Explanations (Examples & Explanations)
- Bankruptcy And Debtor/creditor: Examples And Explanations (Examples & Explanations)
- Bankruptcy And Debtor/creditor: Examples And Explanations (Examples & Explanations)
- Bankruptcy And Debtor/creditor: Examples And Explanations (Examples & Explanations)
Books Index
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