Branded!: How Retailers Engage Consumers with Social Media and Mobility

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9780470768679: Branded!: How Retailers Engage Consumers with Social Media and Mobility

Written through the eyes of retail and technology executives, Branded! explores retailers who are successfully implementing social media and mobility strategies.
Market-leading retailers are engaging technology-savvy customers though social media and mobility. Branded! reveals how these digital communication channels are an extension of a retailer's culture and strategy resulting in building brand equity. Comprehensive reviews of Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut and Best Buy are featured. Branded!:

  • Provides a clear review of social media as well as the rapid changes in the development and use of mobility.
  • Demonstrates why retailers cannot 'wait and see', and must move rapidly
  • Shows how each company's social media and mobility initiatives are based on the individual personality of the company.
  • Discusses sophisticated analytic tools that enable retailers to measure their performance and make informed decisions on the data

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From the Inside Flap:

Consumers have become technology savvy: they blog about product reviews and customer service, instantly do comparison price checks from their mobile phone in a store aisle, become fans of their favorite retailers and brands on Facebook, show off their purchases on YouTube, and provide accolades—or vent complaints—to their friends and to the masses on Twitter. Successful retailers must not only find ways to differentiate merchandise strategies and stores, but also to engage with consumers where they are already spending a lot of their time: blogging, friending, tweeting, and surfing. Now is the time for executive management to jump into ongoing conversations about their companies and participate rather than sitting on the sidelines. Branded! helps you harness the power of social media and mobility to its fullest potential.

Sharing their decades of experience in retail and technology, Bernie Brennan and Lori Schafer demonstrate how social media and mobility can substantially improve a retailer's market share and brand position. Loaded with examples, Branded! provides comprehensive reviews of leading retailers who are successfully implementing social media and mobility.

Written through the eyes of retail and technology executives, Branded! explores:

  • How your world is changing. Customers are now in charge. Retailers who fail to engage will be bypassed

  • The powerful impact of social media, including Facebook, Twitter, MySpace, YouTube, Flickr, private social networks, and social gaming

  • The lightning speed in the growth of smart phones—connecting retailers and customers—regardless of time or place

  • How analytics helps you listen, quantify, and react to the impact of massive volumes of conversational data

  • The strategies of leading-edge retailers, including: Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut, and Best Buy

  • How open culture and transparency are the hallmarks of these leaders

Unlock the mystery of these rapidly emerging new channels of communication and commerce and strategically engage your customers with Brennan and Schafer's Branded!

From the Back Cover:

Winning Retailers in the New Digital World

Today's technology-savvy consumers are constantly using social media to share their views—often from their phones from a store aisle—of a retailer's quality, products, pricing, and services. Branded! shows retailers how to "get inside customers' heads" as a result of this whole new digital method of listening and engaging with consumers. Brimming with reviews of retailers who have embraced the "culture to consumer" approach to their business and fully leveraged the potential of social media and mobility, Branded! highlights superstars of the social world, including:

  • Starbucks, with more than twelve million fans on Facebook and the number-one social brand

  • Zappos, whose culture is its brand, has 1.7 million followers on Twitter

  • Wet Seal, an innovator in teen engagement through its Outfitter social network

  • Macy's, using its digital hub to engage customers across all channels

  • 1-800-Flowers.com, a trailblazer in mobile and social shopping

  • JCPenney, embarking on a digital transformation through open culture

  • Pizza Hut, with its award-winning "killer" iPhone app and ubiquitous Tweetologist

  • Best Buy, with visionary leadership for the "The Connected World"

Social media and mobility can make you or break you. The time is now to leverage this incredible opportunity or give up brand and market share growth. Learn how to become a brand leader through these exciting digital channels with Brennan and Schafer's Branded!

Praise for Branded!

"You owe it to yourself, to your colleagues, and to your stakeholders to read this book. You'll be glad you did."
From the Foreword by Dave Evans, author of Social Media Marketing: An Hour a Day and the forthcoming Social Media: The Next Generation of Business Engagement, and cofounder, Digital Voodoo

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