Average Reviews:
(More customer reviews)I bought three books on web 2.0 and social marketing. This was the worst of the three.
First it repeats things over and over, as in the book is 400 plus pages and it could easily have covered what she had s original in about 100 pages, many chapters started of with or stated basically the same thought in different words.
The up side is if you are part of a large corporation it can offer some good insights.
The downside if you are a small company or individual marketer, it's not going to help all that much. Yes some of the big corporation case studies can be transferred to a small company but again between the repetitious nature of the book, cute little acronyms it tries to put forth and lack of scalability the books overall isn't useful.
I was and am very surprised so many people in these reviews feels she *gets it* or that the book is filled with great information. For me it usn't at all enlightening except for a few points. Most of it was information that other books cover in much better detail and with much better understanding.
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"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind."—Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution"It's no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly—The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that."—Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School"Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success."—Anne Holland, Founder, MarketingSherpa IncUse ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable ResultsFor every marketer, strategist, executive, and entrepreneurToday, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools—and using them to maximize revenue and profitability.Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You'll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.Includes information, case studies, and working examples for next generation marketing strategies such as:• Social networks with virtual environments, including Second Life• Online communities including Facebook• Viral Marketing and eNurturing• Serious Gaming• Widgets• Wikis• Blogging, including Twitter• RSS• Podcasting• VideocastingWhether you're a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies—now, and for years to come.Sandy Carter's breakthrough ANGELS approach, a step-by-step framework for success: Analyze and ensure strong market understanding Nail the relevant strategy and story Go to Market Plan Energize the channel and community Leads and revenue Scream!!! Don't forget the Technology!BONUS Content Available Online:Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels.==================================Table of ContentsIntroductionA: Analyze Here, There, and EverywhereChapter 1: Listening and Analyzing in the Global WorldChapter 2: Segmentation in Action: The Nortel CaseChapter 3: Globalization: Lenovo, Google, Unilever, and IBMN: Nail the StrategyChapter 4: Fish Where the Fish Are and Use the Right BaitChapter 5: Relevance and Roles: Forrester ResearchChapter 6: Lightly Branded: EepyBird, The Coca-Cola Company, and MentosChapter 7: Corporate Social Responsibility: IBM's Project Green and Marks & SpencerG: Go-to-MarketChapter 8: Break Through the NoiseChapter 9: Influencer Value: The IBM Case StudyE: Energize the Ecosystem and MarketChapter 10: The New VesselsChapter 11: Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-DavidsonChapter 12: Virtual Environments: The Coca-Cola Company and IBMChapter 13: Widgets: The Use of Widgets at IBMChapter 14: Blogs: Midwest Airlines and IBMChapter 15: Serious Gaming: IBM's Innov8L: Leads and RevenueChapter 16: Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPVChapter 17: Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and TellabsChapter 18: Marketing Dashboards: IBM CognosS: Scream Through TechnologyChapter 19: Screaming World ChangesChapter 20: Technology Matters: IBM, Staples, Dell, and MyVirtualModelPutting It All TogetherChapter 21: End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant TechnologyChapter 22: The Top 10 Don'ts and the Marketing Organization of the FutureThe following materials can be found on the companion Web site at ibmpressbooks com/angels:Online 1: Relationship and Word of Mouth: RackspaceOnline 2: Personal BrandingOnline 3: National Environmental Policy Act
