SXSW 2013 Sampler

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Yet even with the pervasiveness of technology, and increased customer expectations, businesses are making the same mistakes. We are not designing and implementing incredible experiences; rather, we’re marketing, selling, and serving customers. What are customers to align with if we don’t fi rst defi ne it? What do we want them to be a part of? Now’s the time for an investment in something more than price, performance, or value. The future of business is about creating experiences, products, programs, and processes that evoke splendor and rekindle meaningful and sincere interaction and growth. At the center of this evolution—or (r)evolution—is the experience. And, the experience is everything now. TOTAL RECALL 7
CHAPTER 0 8 [ ] ARE YOU EXPERIENCED? Yes, it’s time to invest in proactive experiences. If we do not, we will be forever tethered to the unproductive dance that is reacting, responding to, and solving negative experiences in real time, over time. What if I told you that the cost of reacting to experiences is far greater than the cost of proactively defi ning experiences from the onset? Indeed, companies are investing in reactive engagement. And, for the most part, they can succeed in shifting negative experiences toward positive territory. However, any favorable outcome is weighed against the cost of the initial negative experience—or more importantly, the cost of how that negative experience was shared and how it ultimately impacted others. What’s most startling is that businesses do not measure these numbers today. But that’s about to change. Businesses must invest in defi ning not only a positive experience, but also a wonderfully shareable experience. Doing so infl uences others to join the fray while offsetting negative inquiries and the damaging viral effects of shared negative experiences. This is the time to reframe those negative experiences. Pushing a change from responding to negative experiences to proactively creating positive ones is everything. Why? The cost of reacting to negative experiences is completely eclipsed by the upside of creating and nurturing positive experiences at the inception. To better understand the importance of experience requires that you fi rst acknowledge that you are the very consumer you’re trying to reach. You’re not looking for just any experience, you’re
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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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Page 111 and 112: In 2000, Goldcorp CEO Rob McEwen wa
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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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vi Contents 13 How to Apologize to
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1 How One Man Changed a Billion-Dol
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How One Man Changed a Billion-Dolla
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Marketing Is a Verb 5 haven’t eve
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3 Companies Aren’t Awesome; Peopl
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Companies Aren’t Awesome; People
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Contents 1 Usually High Call Volume
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Contents vii 33 Hall of Shame 103 3
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2 The Book of Business UnAwesome do
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4 The Book of Business UnAwesome If
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xii Contents The Toilet Business 31
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xiv Contents Hypnotizing Chickens 1
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CONTENTS Foreword vii by Jeff Dachi
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FOREWORD Everything that can be soc
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Foreword ix commit to the path of s
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2 SOCIAL BUSINESS BY DESIGN future
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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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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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