Highly recommended harnessing the power of word of mouth and social media to build your brand and your business
Reach more customers and grow your business with today’s most powerful marketing tool: Word-of-Mouth Highly Recommended shows the impact of customer recommendations on businesses--transforming how people buy, how you reach customers, how you improve products, and ultimately how you can grow your com...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
New York :
McGraw-Hill Education
[2014]
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628912806719 |
Tabla de Contenidos:
- Foreword / by Margo Georgiadis, President, Americas, Google
- Introduction : living a recommendable life
- Preface
- Word of mouth recommendations : marketing's holy grail
- Stew Leonard's and the 30 minute recommendation
- Why Angie and her list are worth $650 million
- Fixing what advertising has broken
- A whole new model for a whole new world
- The power of positive recommendations
- Where, how and why we recommend
- Some recommendations are more valuable than others : the influencer ecosystem and the Oprah effect
- The roadmap to recommendations
- Know : understanding where and how your brand and your competitors are talked about and recommended
- Plan : developing a recommendable brand strategy, articulating your sharable story
- Identify : discover those people whose recommendations influence your brand's purchase decisions
- Activate : creating compelling content and experiences that engage the 90/10 rule
- Protect : identifying and neutralizing "hear me's", "reputation terrorists" and "competitive destroyers"
- Beyond marketing : operationalizing recommendations
- Customer service that gets you recommended
- Becoming the most recommended place to work (HR)
- Creating products and offerings your customers tell you they will buy (Product Innovation/R & D)
- Built by recommendations : tying it all together.
