SXSW 2013 Sampler

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CONTENTS Warning: Unexpected Honesty... xv Prologue: How a Lard Salesman, an NFL Agent, and a YouTube Star Explain Likeonomics xvii Introduction: Likeability, Rogue Economists, and the Lovable Fool xxvii Author’s Note: Why I Don’t Write about Synergy And Paradigm Shifts xli PART I The Crisis and the Solution 1 Chapter 1 Inside the Modern Believability Crisis: How Rockefeller’s Dimes, War Propaganda, and the Marlboro Man Ruined the World 3 The Birth of Modern PR 5 #occupywallstreet 6 The Propaganda of Revolutions 7 When Advertising Ruled the World 9 The Mass Perception Principle 10 Marketing as the Bad Guy 12 Living in the Society of Distrust 14 What Is The Believability Crisis? 15 Solving the Believability Crisis 16 Chapter 2 Navigating the Likeability Gap: What Rwanda, Golf Courses, and Ocean’s Eleven Can Teach Us about the Decisions We Make 19 The Movie Man 21 What Business Are You In? 23 The Engagement Problem 24 The Reinvention of Rwanda 26 Humility Wanted 27 The Likeability Gap 29 xi
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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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C H A P T E R 04 EDITORIAL INFOGRAP
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C H A P T E R 08 WHAT MAKES A GOOD
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fig. 1.1-1.17 01 02 03 08 09 10 IMP
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I M P O R TA N C E A N D E F F I C
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I M P O R TA N C E A N D E F F I C
Page 195 and 196: I M P O R TA N C E A N D E F F I C
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Page 219 and 220: vi Contents 13 How to Apologize to
Page 221 and 222: 1 How One Man Changed a Billion-Dol
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Page 225 and 226: Marketing Is a Verb 5 haven’t eve
Page 227 and 228: 3 Companies Aren’t Awesome; Peopl
Page 229 and 230: Companies Aren’t Awesome; People
Page 232 and 233: Contents 1 Usually High Call Volume
Page 234 and 235: Contents vii 33 Hall of Shame 103 3
Page 236 and 237: 2 The Book of Business UnAwesome do
Page 238 and 239: 4 The Book of Business UnAwesome If
Page 240 and 241: 3 Customers Don’t See Silos Being
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Page 249 and 250: Contents xiii Chapter 5 Relevance 7
Page 251 and 252: INTRODUCTION: LIKEABILITY, ROGUE EC
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Page 272 and 273: INTRODUCTION Ask just about anyone
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Page 278 and 279: Contents Preface ix Acknowledgments
Page 280 and 281: Preface What Is in a Name? Televisi
Page 282 and 283: Introduction The World of Tomorrow
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Page 286 and 287: Introduction 5 television. Once one
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4 The Ultimate Online Customer Serv
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10 The Ultimate Online Customer Ser
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foreword by David Meerman Scott —
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viii Contents PART TWO: GET FOUND B
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x Contents Going Beyond the Form 14
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CHAPTER 1 Shopping Has Changed ...H
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Shopping Has Changed ...Has Your Ma
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