Citizen Marketers: When People Are the Message
by Ben McConnell, Jackie Huba
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Book Summary Information
Author: Ben McConnell, Jackie HubaEdition: Hardcover
Audio: English (Original Language); English (Unknown); English (Published)
Published: 2006-12-01
ISBN: 1419596063
Number of pages: 224
Publisher: Kaplan Business
Book Reviews of Citizen Marketers: When People Are the Message
Book Review: Stories without insights
Summary: 1 Stars
Ben McConnell and Jackie Huba have cobbled together a collection of stories showing how bloggers, social networkers, and other online denizens have a platform to spread criticim - and commendations - widely over the internet via blogs and videos. Examples include bloggers who are shedding critical light on Dell, Apple's iPod, McDonald's, NetFlix, Comcast, and others.
But so what? Is there a marketer left on the planet who doesn't know that customers have this power? This, alone, is not enough content for a book. At best, this might make a two-page article in "Duh!" magazine.
There are no insights. It doesn't explore important implications for marketers, like the best way to respond to online criticism, how to fire up customer evangelists, how to engage with the blogger community, how to measure the effectiveness of a company-sponsored online community, or any other practical advice other than "the world has changed, you need to change with it." Even their thin attempts at insights - categorizing citizen marketers into four categories - is just left dangling, with no follow through on how to use these categories to inform your marketing strategy.
This book copies the format of another marketing fake - Seth Godin - by delivering a series of stories but failing to boil out the insights. We need FEWER of these self-indulgent, lazy and intellectually flabby books.
Summary of Citizen Marketers: When People Are the Message
""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 woman 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.?
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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.?
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Citizen Marketers is the first book to document this phenomenon, examining 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.
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Features:
- Research on social media
- Case studies of people and organizations fueling the growth of citizen marketing
- Clarifies the context and importance of technological and societal shifts that are changing the nature of customer expectations and relationships
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