SXSW 2013 Sampler

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2 Marketing Is a Verb We need to hand off the branding baton to everyone in our company; everyone is a marketer. Welcome to the Awesome side, fine reader. If you’ve chosen to start reading from this side of the book it’s for one of three reasons: 1. You are the optimist, who sees the glass full because you just filled up the second half. You may or may not own a shirt with a unicorn on it. 2. You are the pessimist, so jaded by years in business that you are just hoping this side will give you hope and save your soul. You will last about three chapters before you switch over to the UnAwesome side, laughing diabolically ...until you realize there is a part written about you in there. (By the way, the author fits here with you into Choice 2.) 3. You fall into the group thinking, ‘‘Wait! There’s another side to this book!?!?’’ Or you bought this purely for the Awesome. Or you’re my mom. Or you’re reading this in the bookstore, and you 4
Marketing Is a Verb 5 haven’t even noticed the other side yet. You’re waiting for the stock clerk to get you the latest Twilight novel, aren’t you? Spoiler, he dies at the end. 1 Whatever the reason, I’m glad you’re here. To be awesome at business, you first have to realize that it can’t be a policy. You can’t mandate being awesome; you can’t demand it. You have to hire awesome. You have to inspire awesome in others, and you have to be your awesome self. Awesome has to go through every level and every step of your company. Just like creating a great poster for a crappy movie doesn’t make the movie any better, fantastic advertising for a horrible product won’t change how people react once they use it. A known product name with a horrible return policy will hurt the original product. Every point of contact with your market is an opportunity to show them just how great your business really is. Marketing is a verb. Awesome is a verb. You have to do it. People may come in because of great marketing, but they come back because of the experience. Loyalty isn’t built through plastic cards; it’s built through amazing experiences. No one ever said, ‘‘This restaurant was horrible, but did you see those ads in the paper!? We have to come back!!’’ It’s our front lines that engage the market, and without them, our marketing means nothing. And sadly, although it is our front line’’ who have the first and most important contact with customers, they are often the lowest paid and least appreciated. We need to hand off the branding baton to everyone in our company; everyone is a marketer. According to some really brilliant research about customer service by Nobel Prize Winner Daniel Kahneman, as companies we should be focusing on the ‘‘Peak End Rule.’’ 2 We judge our experiences with companies on the peak experience—either the worst or the best—and the end result. When people think about your business, they’re going to focus on how good or how bad things got and on how everything worked out in the end. A really great salesperson who helps with an exchange can erase negative experiences along the way. The long wait in line and the bad music in your changing room are both forgotten. 1 #TeamWesleySnipes, http://bit.ly/UnTwilight. 2 http://onforb.es/PeakEndRule
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SXSW ® 2013 Sampler Foreword by Je
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Contents Acknowledgements ix Introd
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4 Twitter 53
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56 Channels Percentage of Tweets Th
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58 Channels tweeted around 22 times
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60 Channels Average # of Followers
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62 Channels Percentage of Tweets Re
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64 Channels 6 5 4 3 2 1 0 12:00 am
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66 Channels life, feel free to talk
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68 Channels 1. game 2. going 3. hah
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70 Channels CTR 18% 16% 14% 12% 10%
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72 Channels If you ’re sharing co
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74 Channels 0.2% 0% -0.2% -0.4% -0.
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Chapter 1 Great Britain ‘‘In a
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Great Britain 29 programs. This aus
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Great Britain 31 that made WhipCar
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Great Britain 33 younger drivers, s
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Great Britain 35 On the night we me
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Great Britain 37 she recalled, ‘
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Great Britain 39 things as basic as
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Great Britain 41 system and from so
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Great Britain 43 proposals to suppo
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Great Britain 45 motivate others to
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Great Britain 47 The average return
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Great Britain 49 The consumers are
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Great Britain 51 well-known local o
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Great Britain 53 Remarkably, Cherie
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11 IMPROVING THE UMOT TO OPTIMIZE T
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TOTAL RECALL
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How do we ensure that our customers
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Yet even with the pervasiveness of
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looking for the experience. Busines
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SORRY, WE’RE CLOSED How to Surviv
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The customer journey is still evolv
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[ ] DISRUPTIVE TECHNOLOGY IS A CATA
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They include: Blockbuster Borders C
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Case Study: What’s the Worst That
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world—faster, more competitive, a
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No one can pinpoint where we exist
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xx INTRODUCTION
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To that end, we’ve engaged a tale
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Contents Foreword: The Benchmark of
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Introduction In my last corporate j
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Introduction xxvii day, I gain insi
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Introduction xxix from studying bas
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Introduction xxxi is happening in r
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Introduction xxxiii Part Three allo
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INTRODUCTION Properly organized and
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● Fortune 500 companies that are
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● How to evaluate results ● The
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In 2000, Goldcorp CEO Rob McEwen wa
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4 CROWDSTORM What LEGO discovered w
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6 CROWDSTORM While Coase is focused
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8 CROWDSTORM Finally, in business a
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10 CROWDSTORM then-candidate Barack
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12 CROWDSTORM together collaborativ
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14 CROWDSTORM In 2010, what was uni
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16 CROWDSTORM We have focused so fa
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18 Key Partners Key Activities Valu
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20 CROWDSTORM few of the success st
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viii CONTENTS Chapter 3 Take Stock
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x CONTENTS Chapter 29 Celebrate Suc
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xiv YOU CHOOSE THE PATH TO FOLLOW o
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xvi PREFACE it became that focusing
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Short On Time, But Still Crave Amaz
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Short On Time 3 If all these pages
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Why a Guide? 5 If it were as simple
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Why a Guide? 7 4. Taking the Road L
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How to Be a Passion Hit 33 Those wh
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How to Be a Passion Hit 35 Each of
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viii Contents The Direct Approach
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x Contents Recording and Distributi
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xviii Introduction and make good gr
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xx Introduction more informed decis
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xxii Introduction The next question
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4 The Art of Explanation Trevor had
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BETH KANTER KATIE DELAHAYE PAINE FO
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x SIX The Ladder of Engagement: How
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The Secret Sauce for Nonprofi ts Ne
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Page 185 and 186: C H A P T E R 04 EDITORIAL INFOGRAP
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Page 229 and 230: Companies Aren’t Awesome; People
Page 232 and 233: Contents 1 Usually High Call Volume
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Page 267 and 268: CONTENTS Foreword vii by Jeff Dachi
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4 SOCIAL BUSINESS BY DESIGN moving
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viii Contents 9 Connected TVs: Blen
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x Preface screen” companion conte
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2 Introduction see Granny chase a k
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4 Introduction us to watch and expe
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6 Introduction share the programmin
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Contents Introduction 1 1 The Art o
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Introduction Though I’ve run a sm
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Introduction 3 Small businesspeople
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Introduction 5 the ads that refl ec
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Introduction 7 Consider any job or
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Introduction 9 You might say that,
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Introduction 11 of your customers c
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Contents Foreword by David Meerman
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Contents ix Off-Page SEO: The Power
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Contents xi Chapter 13. Picking and
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4 Inbound Marketing well. More rece
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6 Inbound Marketing Ten years ago,
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8 Inbound Marketing co-founder of F
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