""A solid... insightful explanation of how the Internet has armed the consumer—which is to say, everyone—against the mindless blather of corporate messaging attempts. Drop everything and read this book.""—The Wall Street Journal
The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDAT hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services.
Who are they? What motivates them? Marketing experts Ben McConnell and Jackie Huba explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enhusiasts and evangelists. From the rough to the sophisticated, the ""user-generated media"" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not.
Citizen Marketers is the first book to document this phenomenon, examining some of the early winners and losers in this new genre, as well as some of its most noted constituents. With their exceptional knowledge of brands, products, companies and industries, the citizen marketers are democratizing traditional notions of communication and marketing, even entire business models.
"synopsis" may belong to another edition of this title.
The woman sitting next to you at Starbucks focused intently on her laptop may just be determining the next big thing. In coffee houses, offices, homes, dorm rooms, and airport lounges around the world, millions of people use laptops and cell phones to become today's new publishers and broadcasters. Armed with only a broadband connection, these regular citizens are exercising enormous influence on culture and what we buy. Who are they? What motivates them? In their provocative new book, Citizen Marketers, Ben McConnell and Jackie Huba explore the ramifications of today's burgeoning social media. As everyday people increasingly create content on behalf of companies, brands, or products—to which they have no official connection—they are turning traditional notions of media upside down. Collaborating with others just like themselves, they are forming ever-growing communities of enthusiasts and evangelists using videos, photos, songs, and animations, as well as the "user-generated media" of blogs, online bulletin boards, and podcasts. From the rough to the sophisticated, their creations are influencing companies' customer relationships, product design, and marketing campaigns—whether the companies participate willingly or not. Whether freeing Fiona Apple, building buzz for Snakes on a Plane, or denouncing Dell Hell, citizen marketers are democratizing traditional notions of communication and marketing, even entire business models. Citizen Marketers examines some of the early winners and losers in this new culture of business, as well as some of its most noted constituents.From the Back Cover:
Advance Praise for Citizen Marketers: "In the Internet age, the medium is no longer the message. As Ben McConnell and Jackie Huba show in this extraordinary book, people are now the message. Tens of millions of intrinsically motivated, self-expressive amateur content creators are overturning the old marketing orthodoxies. Citizen Marketers is a brilliant guide to this new landscape. It bursts with so many fresh insights and so much smart advice, you'll need a second highlighter."
—Daniel H. Pink, author of A Whole New Mind and Free Agent Nation "Citizen Marketers has really inspired my thinking and the direction I am taking with my marketing team. Jackie Huba and Ben McConnell have convinced me of the way to engage today's consumer and provide a roadmap for how to do it."
—Cammie Dunaway, Chief Marketing Officer, Yahoo! Praise for Creating Customer Evangelists:
"[Creating Customer Evangelists] is the new mantra for entrepreneurial success."--The New York Times "An inspiring and thorough book packed with real-life examples, action items, and insights."--Emanuel Rosen, author of The Anatomy of Buzz
"About this title" may belong to another edition of this title.
Book Description Kaplan Business, 2006. Hardcover. Book Condition: New. Ships Fast! Satisfaction Guaranteed!. Bookseller Inventory # mon0000469439
Book Description Kaplan Business. Hardcover. Book Condition: New. 1419596063 Ships promptly. Bookseller Inventory # Z1419596063ZN
Book Description Kaplan Business, 2006. Hardcover. Book Condition: New. HARDCOVER, BRAND NEW COPY, Perfect Shape, No Black Remainder Mark,Fast Shipping With Online Tracking, International Orders shipped Global Priority Air Mail, All orders handled with care and shipped promptly in secure packaging, we ship Mon-Sat and send shipment confirmation emails. Our customer service is friendly, we answer emails fast, accept returns and work hard to deliver 100% Customer Satisfaction!. Bookseller Inventory # 9008937
Book Description Kaplan Business, 2006. Hardcover. Book Condition: New. Never used!. Bookseller Inventory # P111419596063
Book Description Dearborn Financial Publishing, Incorporated. Book Condition: New. Bookseller Inventory # 6754176
Book Description Kaplan Publishing, 2006. Hardcover. Book Condition: New. Bookseller Inventory # DADAX1419596063
Book Description Kaplan Business. Hardcover. Book Condition: New. 1419596063 New Condition *** Right Off the Shelf | Ships within 2 Business Days ~~~ Customer Service Is Our Top Priority! - Thank you for LOOKING :-). Bookseller Inventory # 2BOOK1P76692