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An analysis of current marketing practices argues that established brands are losing growth potential by using strategies that are inconsistent with their products, making recommendations for utilizing options that are more compatible and effective.
The era of social technologies provides seemingly endless opportunity, both for individuals and organizations. But it’s also the subject of seemingly endless hype. Yes, social tools allow us to do things entirely differently—but how do you really capitalize on that? In 11 Rules for Creating Value in the Social Era, the newest in Harvard Business Review’s line of digital books (HBR Singles), social strategist and insightful blogger Nilofer Merchant argues that “social” is much more than “media.” Smart companies are letting social become the backbone of their business models, increasing their speed and flexibility by pursuing openness and fluidity. These organizations don’t operate like the powerful “800-pound gorillas” of yesteryear—but instead act more like a herd of 800 gazelles, moving together across a savannah, outrunning the competition. This ebook offers new rules for creating value, leading, and innovating in our rapidly changing world. These social era rules are both provocative and grounded in reality—they cover thorny challenges like forsaking hierarchy and control for collaboration; getting the most out of all talent; allowing your customers to become co-creators in your organization; inspiring employees through purpose in a world where money alone no longer wields that power; and soliciting community investment in an idea so that it can take hold and grow. The strategies of the Industrial Era—or even the Information Age—will not be enough for the Social Era. Read 11 Rules for Creating Value in the Social Era to get ready to meet the challenges of this new age and thrive. HBR Singles provide brief yet potent business ideas, in digital form, for today's thinking professional. Editorial Reviews Named a “Best Business Book of 2012” by Fast Company “Ms. Merchant's new work provides a provocative vision of the future of both what organizations and what work might look like, yet grounded in real businesses today…this will inspire ideas and thought about what running a business really means.” — Forbes.com “Every CEO, CMO, and decision maker needs to read this. Nilofer has taken a high-level concept and made it abundantly clear how to implement this big idea.” — Tara Hunt, cofounder and CEO, Buyosphere; author, The Whuffie Factor: Using the Power of Social Networks to Build Your Business “A rare combination: strategic, well researched, and actionable. Nilofer Merchant helps executives see what’s at stake in the connection economy.” — Seth Godin, author, Meatball Sundae: Is Your Marketing Out of Sync? “Traditional strategy is dead. But do not fear—Nilofer Merchant shows how your organization can thrive with the new rules of the Social Era. Buy yourself a copy—and one for every member of your board.” — Charlene Li, founder, Altimeter Group; author, Open Leadership: How Social Technology Can Transform the Way You Lead; and coauthor, Groundswell “Social media is not about hooking up online. It’s becoming a new means of production and engagement. Nilofer lays out her enormously helpful ‘11 Rules’ to embrace the Social Era.” — Don Tapscott, coauthor, Macrowikinomics: Rebooting Business and the World “Pay attention to Nilofer Merchant. Or risk obsolescence.” — Dave Gray, Senior Vice President, Dachis Group “Nilofer Merchant nails it in this important and timely book. It’s an insightful road map. through the new world of business that embraces openness, stability, sustainable advantages, profitability, and the new value chain. It’s all here for you to devour. I hope you’re hungry.” — Mitch Joel, President, Twist Image; author, Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone “Nilofer Merchant offers not just a name—the Social Era—to these confusing and turbulent times, but thoughtful and straightforward advice about how both institutions and people can thrive, not just be the last one standing. Required reading for today’s leaders—and tomorrow’s.” — Barry Z. Posner, Accolti Professor of Leadership, Santa Clara University; coauthor, The Leadership Challenge: How to Make Extraordinary Things Happen in Organizations “With tools, metrics, and markets pulsing with change, Nilofer’s 11 Rules for Creating Value in the Social Era is a vital compass to staying relevant and profitable. Embrace them.” — Lisa Gansky, entrepreneur; author, The Mesh: Why the Future of Business Is Sharing “Nilofer Merchant deftly dissects the industrial traditions that are failing us. Not content to simply describe the state of affairs, she also offers comprehensive, prescient guidelines for taking the future into our own hands. This book opened me up to a whole new way of thinking about business, influence, and power.” — Deanna Zandt, media technologist; author, Share This!: How You Will Change the World with Social Networking “11 Rules for Creating Value in the Social Era completely, convincingly, and lucidly redefines what it’s going to take for companies to be successful going forward. Powerfully provocative and highly practical. Bravo, Nilofer!” — Tony Schwartz, President and CEO, The Energy Project; coauthor, The Power of Full Engagement and The Way We’re Working Isn’t Working
"Today's buyers want to be engaged differently than in years past, and many traditional marketing tactics simply do not work anymore. Social media marketing is a revolutionary way to build solid relationships with buyers long before first contact. Marketing 2.0 demonstrates through strategies, tactics, and real world examples that the greatest risk to businesses is NOT adopting these indispensable social media marketing techniques" -- Cover.
Proven, task-based approach to developing winning internet marketing campaigns If you've been seeking a practical, day-by-day, do-it-yourself plan for success in your Internet marketing, this is the book for you. The latest in the very popular Hour a Day series, this book gives you step-by-step instruction and clear action plans for all crucial aspects of successful internet marketing: SEO, website optimization, integration of social media and blogs, and pay-per-click strategies. Above all, it shows you how to use analytics effectively, so you can track and understand your results, then course-correct as you need. Provides step-by-step instruction to help you design, implement, and measure an internet marketing strategy Uses the empowering and winning approach that has made the books in the Hour a Day series top sellers Breaks down intimidating topics into approachable, hour-a-day tasks Covers key topics in step-by-step detail, including SEO, website optimization and usability, analytics, blog integration, social media, and pay-per-click strategies Offers expert guidance from an experienced and well-known internet marketer, Matt Bailey Drive targeted traffic to your site, keep them there, and convert them into happy customers with this refreshingly practical, roll-up-your-sleeves guide!
The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow. Legendary business writer Seth Godin has three essential questions for every marketer: “What’s your story?” “Will the people who need to hear this story believe it?” “Is it true?” All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true. As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.” From the Trade Paperback edition.

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