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Index
Cover
HIGHLY RECOMMENDED: Harnessing the Power of WORD OF MOUTH and SOCIAL MEDIA to Build Your Brand and Your Business
Copyright Page
Contents
Foreword
Preface
Acknowledgments
Introduction
PART 1 Word of Mouth Recommendations: Marketing’s Holy Grail
CHAPTER 1 Stew Leonard’s and the 30-Minute Recommendation
CHAPTER 2 Why Angie and Her List of Recommendations Are Worth $1.4 Billion
CHAPTER 3 Fixing What Advertising Has Broken
CHAPTER 4 A Whole New Model for a Whole New World
CHAPTER 5 The Power of Positive Recommendations
CHAPTER 6 Why, Where, and How We Recommend
CHAPTER 7 Some Recommendations Are More Valuable Than Others: The Oprah Effect and the Influencer Ecosystem
PART 2 The Road Map to Recommendations
CHAPTER 8 Know: Understanding Where and How Your Brand—and Your Competitors—Are Talked About and Recommended
CHAPTER 9 Plan: Articulating Your Shareable Story, Boosting Your Search Ranking, and Formalizing Your Paid, Earned, and Owned Recommendable Brand Strategy
CHAPTER 10 Identify: Discovering Those People Whose Recommendations Influence Your Brand’s Purchase Decisions
CHAPTER 11 Activate: Creating Compelling Content and Experiences That Engage—The 90/10 Rule
CHAPTER 12 Protect: Identifying and Neutralizing Determined Detractors: Hear Me’s, Reputation Terrorists, and Competitive Destroyers
PART 3 Beyond Marketing: Operationalizing Recommendations
CHAPTER 13 Customer Service That Gets You Recommended
CHAPTER 14 Attracting and Keeping the Best: Becoming the Most Recommended Place to Work
CHAPTER 15 Creating Products and Offerings Your Customers Tell You They Will Buy: Product Innovation and R&D
CHAPTER 16 Tying It All Together: Becoming a Highly Recommended Business
Endnotes
Index
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