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Citizen Marketers: When People Are the Message |
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Citizen Marketers: When People Are the Message
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by Ben McConnell and Jackie Huba
Sales Rank: 246189
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List Price: $25.00
$16.50
At Amazon
on 6-17-2008.
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Features
Cover Type: Hard Cover with 224 pages
Published by: Kaplan Business December 1, 2006
Written in: English
ISBN 10 Number: 1419596063
ISBN 13 Number: 978-1419596063
Book Dimensions:
9.1 x 6.2 x 1 inches
Weighs: 14.4 ounces
Product Review
""A solid insightful explanation of how the Internet has armed the consumer—which is to say, everyone—against the mindless blather of corporate messaging attempts. Drop everything and read this book.""—The Wall Street Journal
Product Description
""A solid insightful explanation of how the Internet has armed the consumer—which is to say, everyone—against the mindless blather of corporate messaging attempts. Drop everything and read this book.""—The Wall Street Journal
The lady next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDAT hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services.
Who are they? What motivates them? Marketing experts Ben McConnell and Jackie Huba explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enhusiasts and evangelists. From the rough to the sophisticated, the ""user-generated media"" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not.
Citizen Marketers is the first book to document this phenomenon, looking at some of the early winners and losers in this new genre, as well as some of its most noted constituents. With their exceptional knowledge of brands, products, companies and industries, the citizen marketers are democratizing traditional notions of communication and marketing, even entire business models.
Features:
Research on social mediaCase studies of people and organizations fueling the growth of citizen marketingClarifies the context and importance of technological and societal shifts that are changing the nature of customer expectations and relationships
Reader Reviews
There's a lot of quasi- and junk science floating around these days. Malcolm Gladwell's "Blink"; Chris Anderson's "The Long Tail" and the big whopper, Al Gore's "An Inconvenient Truth" serve as examplars. What each of these authors attempts is to claim great epochal discoveries where none exist. Gladwell's thesis the intuitive understanding is often the most accurate has been known since the first writings. Anderson attempts to recast marketing principles that were established by Richard Sears, Montgomery Ward and John Wannamaker in the 19th Century and Al Gore simply twists and recycles age old laments about the weather. In the end, quasi and political science fluff is soon forgotten. "Citizen Marketers" authors McConnell and Jackie Huba have something to sell: their services to assist marketers in usiing blogs and other devices to "democratize" their communications with customers and clients". It's gospel among service providers such as consultants that the most potent form of salesmanship is to set yourself up as a true expert in the subject. And McConnell and Huba do this in spades and, best of all, beautifully and informatively so. "Citzen Marketers" should be read on three levels. First, as an argument that your organization must "democratize" communication with its market. This is the same argument advanced by Robert Scoble and Shel Israel in "Naked Conversations". The argument, frankly, is overblown. There are many legitimate reasons for a company not to be overly buddy-buddy with its customers. But "Citizen Marketers" is not as overblown in this regard as "Naked Conversations" and those seeking more balanced argument before deciding whether to launch a customer community will find this work very helpful. Second, "Citizen Marketers" is history. The authors very cleverly enlisted the aid of University of Chicago Graduate School of Business students as researchers. As a result, the book is jam-packed with references to articles and books on the social phenomena of the new electronic media and its impact on business. There are 33 pages of endnotes. Overall, this is one of the best comprehensive histories to so far appear in print. Finally, the book is an advertisement for McConnell and Huba - and it is beautifully accomplished. Not once do they blatantly offer their services. Only a few times do they even mention them in a discreet manner. Anyone who reads this book is going to walk away feeling that these two know everything there is to know about the subject. It's one of the best jobs of creating a "halo effect" I've ever seen. This book is very much worth reading. Many of the facts are wrong, generally in a minor way. (The number of Chinese internet users is grossly understated just a couple of paragraphs after it is correctly stated.) Some simply reveal the youthfulness, ignorance and carelessness of the researchers: on page 81 we are told "[s]ince the dawn of radio, anyone with a microphone and tape recorder could have been a broadcaster . . ." The first audio radio broadcast occured in 1906, with commercial radio arriving in the 1920s. Early wire recorders weren't available until the late 1930s and tape recorders later still - and they were not easily affordable to the masses. There is also a leftist political tilt to the book which really has no place there to begin with. Overall, McConnell and Huba definitely establish themselves as masters of their subject and self-promotion. Put this book on your personal reading list and prepare to buy additional copies for friends: it is that good. Jerry
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Citizen Marketers: When People Are the Message
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Price: $16.50
Updated on 6-17-2008.
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