World Gone Social

Ted Coine

• 16 september 2014
• 9780814433263

Samenvatting:

The world has gone Social, and doing business as we know it has changed forever. Is your company steering the ship or drowning in its wake?

ADVANCE PRAISE:

“An outstanding guide to better understand and communicate with the fastest-growing customer segment in the market—the Millennials. Excellent in-depth analysis of the data and extensive interviews with this customer group provide one of the best marketing tools available for reaching Millennials.”

— Ken C. Hicks, Chairman and CEO of Foot Locker, Inc.

“Why study Millennials? Because they’ll drive the trends that dominate the next 20 years of marketing. Marketing to Millennials is the quickest way to get inside the minds of this participatory, diverse, and misunderstood generation.”

— Josh Bernoff, SVP, Idea Development, Forrester Research, and coauthor of Empowered: Unleash Your Employees, Energize Your Customers, Transform Your Business

“Grounded in research and chock-full of actionable insights, this book is a must-read for anyone who wants to know what really works in engaging and winning the loyalty of Millennial consumers.”

— Maxine Clark, Founder and Chief Executive Bear, Build-A-Bear Workshop

“Marketing to Millennials is a long-awaited investigation of Millennials as consumers, breaking this generational monolith into addressable segments that provide both a map and compass to marketers looking to target the largest generation in American history.”

— Dan Coates, President of Ypulse

“It’s so refreshing to read a book about Millennials that treats them as whole, distinct people and actually recognizes that they have diverse points of view and outlooks on the world. This book is not just for `marketers who want to reach young people,’ but in fact for anyone who works in an office with Millennials, strives to reach a new audience, or simply wants to understand the new world of engagement that we live in today.”

— Aria Finger, COO of Do Something

“If you think this is just another research book—think again. Marketing to Millennials offers a direct line into the lives of this generation and explains what drives their behavior. With one-on-one interviews with both Millennials and the brands that are succeeding with them, this book delivers invaluable insight for any brand marketer interested in this generation.”

— Amy McAnarney, President, Retail Client Services at H&R Block

The Social Revolution's impact on the business world cannot be over-estimated. Like the meteor that likely precipitated the end of the dinosaurs, Social is the catalyst in an extinction event--and business as we know it has changed forever.

A World Gone Social offers an eye-opening look at fundamental and powerful changes the social collaboration era has set in motion:

● Customers now have the power--just watch what happens as more realize it!

● With increased transparency, businesses must be more ethical--no more pretending

● Command-and-control leadership is now so inefficient, it is a liability

● Nimble and small is the new competitive advantage--few corporations are capable of the agility required by evolving marketplaces

● Recruiting is now a two-way proposition, with job seekers able to peer behind the corporate curtain

● Relationship and community-building is how customers and brand ambassadors are won--and retained

● Engagement--with partners, employees, and customers--is not a luxury; it is a requirement.

Each chapter provides compelling stories and concrete examples of companies demonstrating enlightened business practices and doing Social right--and some that are not--and the lessons to be learned from their experiences. Finally, readers will discover how to objectively assess the fit ness of their own company's culture and social presence...so they may successfully transition from a 20th- to a 21st-century "social" organization.