SXSW 2013 Sampler

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2 The Book of Business UnAwesome do unusually high call volumes become the usual high call volumes? There is no such thing as a 24-hour-long peak time for calls. Theysaythatthecustomerismostimportant,thatserviceis number one, but they act differently. You are treated as though you aren’t important at all. If I were really number one, they would staff their phone line properly. They would make it easier for me to use their services around the world. There would be no hoops, or at least very few, for me to jump through. It usually costs a pretty penny for someone to write a company’s mission statement, find a frame that’s just right, and hang it on the wall. But if your actions contradict those values hanging on your wall or posted on your website, I suggest not investing in a nice frame, because the statement is worthless. In fact, you are no longer going to be writing your mission statement—because your customer is going to rewrite it for you. What we do trumps what we say every time. Welcome to The Book of Business UnAwesome, wherewelook at the ways businesses are letting us down, messing things up, and of course, causing the brand train wrecks we can’t take our eyes off of. We’re going to look at UnAwesome in all areas of business, from marketing and public relations (PR) to human resources (HR) and customer service. Put on your seat belt, hold on tight, and get ready for a bumpy ride.
2 Marketing Is a Verb It’s what we do that affects our brand perception more than any brochure ever could. Welcome to the UnAwesome side. You are the person who cheered on Darth Vader. You have Boba Fett statues in your office and Predator ones too (just like I do). Don’t be shy, UnAwesome reader; this is the side of the book I would read first too. It’s not so much that we hate people. It’s just that we’ve found, through experience and extensive research, that they’re morons about 85 percent of the time. You are the person who has been so abused as a customer for so long that even mediocre customer service feels extraordinary. You’ve had every kind of bad boss and horrible employee. And if one more of your friends invites you to vote for them, asks you to like their Facebook page, or reminds you about their LinkedIn request, you may just throw this book at them. You aren’t expecting the awesome to happen, so you find yourself here, with me, on the UnAwesome side. 3
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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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United States (HSUS), the nation
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without a measurement plan is a was
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An important part of MomsRising ’
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Theme 9: Measurement Is Valuable at
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I N T R O I INTRODUCTION A BRIEF HI
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Page 225 and 226: Marketing Is a Verb 5 haven’t eve
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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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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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SXSW 2013 Sampler

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