SXSW 2013 Sampler

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xii Contents The Toilet Business 31 Understanding Weak Ties 32 Golf & The Likeability Gap 33 Why Relationships Are Not about Networking 35 Getting Julia Roberts 36 The Age of Equivalence 37 How Originality Died—and How We Can GetItBack 39 The Differentiation Ideal 40 The Likeability Gap and the World 42 Chapter 3 The ROI of Likeability: Why Spreadsheets Need to Die, Websites Stink, and Likeable Politicians Always Win 45 The New Stupid 46 The Sexiness Of Analytics 47 Data Overload, Insight Underload 48 Four Ways Data Becomes Meaningless 49 Rethinking ROI 50 The Flip Side of Data 51 Why Context Matters (and Your ‘‘Sticky’’ Website Actually Stinks) 52 The Real Reason Likeable Politicians Always Win 53 Why Results Matter More than Data 54 The Five Principles of Likeonomics 55 PART II The Principles 57 Chapter 4 Truth 59 Oprah’s Secret 60 Are You Building on a Sinkhole? 61 The Lie Doctor and the Dalai Lama 61 Empowerment versus the Anti-Truth Policy 63 Embracing Your Inconvenient Truth 64 Selling Cardboard 66 Why Being Truthful Is So Hard 68 The Three Elements of Truth 69 Chapter Summary: Three Things to Remember about Truth 71
Contents xiii Chapter 5 Relevance 73 The Relevance Challenge 75 Canada’s Favorite Storyteller 76 Handshakes in Kazakhstan 78 The Renaissance Banker 80 Making the Bank Relevant Again 81 Everyone Who Matters Knows You 81 Why Is Relevance So Hard? 83 The Three Elements of Relevance 84 Chapter Summary: Three Things to Remember about Relevance 86 Chapter 6 Unselfishness 89 Creating an Ideal World 90 The Ethical Warehouse 93 What about the Selfish Gene? 94 Wikinomics and the Rise of Collaboration 95 Finding the Altruism Gene 96 Do Doctors Need to Be Competent and Kind? 97 Why People Don’t Sue Likeable Doctors 99 How the Unselfish and Compassionate Will Rule the World 101 How Japanese Citizens Responded to Disaster with Unselfishness 102 The Customer Service Revolution Will Be Twitterized 105 Why We Are Selfish 106 The Three Elements of Unselfishness 108 Chapter Summary: Three Things to Remember about Unselfishness 110 Chapter 7 Simplicity 111 Desperately Seeking Simplicity 113 The Plain Language Movement 114 The Myth of Good Complexity 115 Gadget Confusion 116 Flipping the Video Camera Market 118 Winning on Simplicity 119 How Simplicity Inspires Trust 121 How Orange Got People Saving Again 122
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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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Page 197 and 198: 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
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Page 240 and 241: 3 Customers Don’t See Silos Being
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Page 250 and 251: xiv Contents Hypnotizing Chickens 1
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Page 267 and 268: CONTENTS Foreword vii by Jeff Dachi
Page 269 and 270: FOREWORD Everything that can be soc
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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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