E-commerce: business aspects Books

Book SynopsisSilver Medal Winner, Social Networking, 2012 Axiom Business Book AwardsSilver Medal Winner, Business and Leadership, 2012 Nautilus Book Awards The official word from Twitter on how to harness the power of the platform for any cause. As recent events in Japan, the Middle East, and Haiti have shown, Twitter offers a unique platform to connect individuals and influence change in ways that were unthinkable only a short time ago. In Twitter for Good, Claire Diaz Ortiz, Twitter''s head of corporate social innovation and philanthropy, shares the same strategies she offers to organizations launching cause-based campaigns. Filled with dynamic examples from initiatives around the world, this groundbreaking book offers practical guidelines for harnessing individual activism via Twitter as a force for social change. Reveals why every organization needs a dedicated Twitter strategy and explains how to set one Introduces the five-stepTrade Review"Full of useful tools to make to make the most of this empowering medium." (Green World, May 2012) "A more engaging read for non-tweeting non-for-profit organisations seeking fresh inspiration to become one of the Tweeples." (Financial Adviser, December 2011) "Perfect for innovative leaders who want to use Twitter to achieve their cause-based aims." (The Grapevine) "Packed with dynamic examples from around the world, readers will find guidance and inspiration in harnessing the micro-site for good." (Ethical Corporation) "... filled with dynamic examples." (Publicnet.co.uk) "... easy-to-read guide which shows you how to connect with other people online while reaching your own personal goals." (Fresh Direction) Table of ContentsForeword ix by Biz Stone Preface xv Introduction 1 Chapter 1 Be a Force for Good 3 Chapter 2 T (Target): Why Tweet? 13 Chapter 3 W(Write): Why You Should Tweet like Kanye 43 Chapter 4 E (Engage): Tools to Win 75 Chapter 5 E (Explore): Finding Everybody, and Bringing Everybody to You 117 Chapter 6 T (Track): Making Sure You’ve Hit Your Mark 139 Chapter 7 Applying the T.W.E.E.T. Framework 161 Conclusion 191 Top Questions Reference List 193 Resources 195 Acknowledgments 197 About the Author 200 Index 201

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Book SynopsisLearn to take full advantage of search and social media for B2B marketing Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium.Table of ContentsIntroduction xxi Chapter 1 Understanding B2B Online Marketing 1 Why Online? 2 B2B Is Different 5 Developing Your Strategy 11 and Measurement 13 Chapter 2 Building a B2B Brand Online 17 Understanding Online and Using Digital to Build a Brand 18 Tactical Guide to B2B Branding Online 21 Go Identify Your Audience 29 Determining Your Content Strategy 32 Chapter 3 Search Engine Optimization: Outranking Your Competitors 37 What Is SEO? 38 The Wagging Tail of Keywords 41 Squeezing the Juice Out of Links 48 Designing for Optimal Results 52 Chapter 4 Using Paid Online Media in the B2B Marketplace 57 Search Engine Marketing 58 B2B Strategies for Paid Search 62 Display Advertising for B2B 69 Social Media Advertising 74 Chapter 5 Search and Social Media for Online PR 81 Overview of Traditional B2B PR 82 How Online PR Is Different 84 Three B2B Online PR Case Studies 90 Chapter 6 Social Media 101 Social Media Listening 102 Exploiting Your Resources 108 Social Engagement 115 Chapter 7 Optimizing with Metrics 121 Aligning Analytics with the Goals of Your Site 122 The Basics of Analyzing Metrics 122 Key Performance Indicators and Other Meaningful Reports .125 Wash, Rinse, and Repeat to Improve Your Site 126 Testing for Ongoing Optimization 133 Should It Stay or Should It Go? 135 Social Media Metrics 136 Chapter 8 Conversion Rate Optimization and Usability 141 Web Usability and CRO: Similarities and Differences 142 Where to Start: Stages for Usability and CRO 142 Key B2B Conversions 149 Getting Started with Usability Practices 152 Building Blocks for Usability 156 Chapter 9 Integrating Online with Offl ine Marketing 159 Can Events and Online Marketing Ever Join Forces? 160 Using Online Marketing to Track, Measure, and Understand Traditional Marketing 174 Chapter 10 Managing Your Leads: Automation and Nurturing 181 Basics of Marketing Automation 182 Lead Nurturing 183 Basics of B2B Email Marketing 198 Chapter 11 Integrating Marketing with CRM 203 Understanding Your CRM 204 Types of Data Integration 205 Marketing Automation and CRM 208 Must-Have CRM Metrics 215 Chapter 12 The Overall Marketing Mix 217 Marketing Mix Framework 218 Digital vs Traditional Investments 220 What Mix Is Most Effective? 221 Sometimes You Can't Predict the Future 227 Integrating New Forms of Marketing into the Mix 232 Glossary 241 Index 247

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Book SynopsisCombine social media with traditional marketing techniques for breakthrough results! While social media is doing much to change the marketing landscape, it doesn''t mean you have to take an either/or approach between it and more traditional methods. And the Clients Went Wild! gives you the tools to take an eclectic approach and pick the best, most wildly successful marketing methodstraditional, online, or bothto win at a given marketing goal. And, whether by means of Facebook, Twitter, streaming video, or by old-fashioned word of mouth, public relations, or personal sales skill, the goal is to win, right? Find real-life examples of success from some of today''s best businesses Shows how to integrate and benefit from both traditional and new marketing methods Uses the proven business growth strategy Red Zone Marketing as a central concept Author has proven the concepts successful in her work for numerous major clients Table of ContentsAcknowledgments xi Introduction xiii CHAPTER 1 Executive Summary: The Five Core Principles for Turning Clients and Prospects into Raving Fans 1 PART I The Principles 5 CHAPTER 2 First Principle: What Are You Doing that No One Else Is Doing?: Build Client Delight Through Your Differentiation 7 CHAPTER 3 Second Principle: Focus Your Marketing on Benefits, Results, and a Call to Action: What’s Really in It for Them 18 CHAPTER 4 Third Principle: Go Viral!: Create Memorable Impactful Messaging Worthy of a Pass-Along 27 CHAPTER 5 Fourth Principle: Leverage Your Business Network for Incremental Growth: Find and Cultivate Centers of Influence to Move Your Message Fast 37 CHAPTER 6 Fifth Principle: The Critical Importance of Execution in Your Game Plan: Good Execution Is Better than Good Strategy 53 PART II The Playbook: Online and Traditional Marketing Techniques 61 CHAPTER 7 Create a Playbook that Fits Your Business and Your Personality: Design Your Own Marketing Action Plan 63 CHAPTER 8 Build a Brand Identity on a Shoestring Budget: Spending Time Effectively Can Be Worth More Than Money 101 CHAPTER 9 Find Your Niche: Corner the Market One Segment at a Time! 113 CHAPTER 10 Techniques for Creating a Memorable Experience: Give ’Em Something to Talk About! 122 CHAPTER 11 Your Best Prospects Come from Referrals: Scripts and Strategies for Increasing Your Introductions to Others 134 CHAPTER 12 My Web Site Is Working!: Turn a Bland Site and Your Internet Presence into a Moneymaker 147 CHAPTER 13 Social Media: Effective Strategies that Don't Consume All of Your Time 160 CHAPTER 14 Permission-Based Marketing: Strategies for Successful E-Mail and E-Newsletters 174 CHAPTER 15 Traditional Marketing Still Works: TV and Cable Advertising, Newspaper, and Other Mediums that Still Cause People to Buy 187 CHAPTER 16 Direct Mail: Simple Principles for Gaining Sales from Good Old-Fashioned Mail 196 CHAPTER 17 Events and Seminars: Creating Buzz and Sales Through Group Presentations 209 CHAPTER 18 Media Methods to Gain Celebrity Status: Take Advantage of Hot Topics, Timely Events, and Unique Twists to Attract Attention 226 CHAPTER 19 Special Tactics for Financial Advisors: Ten Specific Strategies Working Today 241 Notes 255 Index 257

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Book SynopsisAdvance your B2B marketing plans with proven social media strategies Learn social media''s specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies. This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level. Describes a methodology for generating leads using social media Details how to create content offers that increase conversion rates and drive leads from social mediaTable of ContentsForeword ANN HANDLEY xi Introduction We Didn’t Wake Up One Day and Write This Book xv How We Got Here xvi This Book Is an Offer xvii You Want More Examples? xvii What Did We Miss? xviii Are You Ready to Go? xviii I The Fundamentals of Social Media Lead Generation 1 1 Why B2B Is Better at Social Media Than B2C 3 The Marketing Status Quo 3 What Your Marketing Could Be 4 Five Reasons B2B Companies Are a Better Fit for Social 4 Media Marketing Than B2C Companies When Social Media Isn’t Right for B2B 6 B2B Social Media as an Annuity 8 Results Independent of Effort 8 Annuities Facilitate Scale 9 Social Media Is Only One Piece 9 Building a Next-Generation B2B Marketing Team 10 Storytelling + Data Analysis = Great Social Media Marketer 10 The Perfect B2B Marketing Leader 11 Three B2B Social Media Steps to Superstardom 11 2 Five-Step Social Media Lead Generation Process 13 Step 1: Getting the Basics Right 14 Step 2: Maximize Content Discovery 17 Step 3: Create Conversion Ubiquity 21 Step 4: Test and Fail Fast 22 Step 5: Optimize for Maximum Lead Flow 25 Three B2B Social Media Lead Generation Steps to Superstardom 27 3 Yes, Chapter 3 in a Social Media Book Is about Search (It’s That Important!) 29 Evolution of Search 29 Context as the Foundation of Search 29 Four On-Page Optimization Opportunities 30 Authority Drives Ranking 32 Three Strategies for Link Building Success 33 Changing Authority 34 Social Search and B2B 35 Unifi ed Keyword Strategy 35 Rank Is Dead 37 Search Isn’t Just Google 38 Three B2B Search Engine Optimization Steps to Superstardom 39 4 How to Close the Loop of Social Media ROI 41 The Math of ROI 42 Calculating COCA 42 Understanding Total Lifetime Value 43 Social Media Is Good for COCA and TLV 46 Intent Is Attribution 47 First- versus Last-Action Attribution 48 Gathering the Data 49 Measuring to Superstardom 50 Integrating Marketing and Sales Databases 50 It Is Math, Not Hugs 51 Three B2B Social Media ROI Steps to Superstardom 52 5 Reach: More Is Always Better 55 Being Targeted Isn’t Enough 55 Be Able to Sell Anything 56 Six Time-Tested Methods for Building Reach 57 Remarkable and Frequent Content Fuels Reach 58 Paying for Reach Is Okay 59 Nearsightedness Kills Great Marketing 61 Three B2B Social Media Reach Building Steps to Superstardom 61 II Social Media Lead Generation in Action 63 6 Creating Ebooks and Webinars That Prospects Love 65 Create Ebooks Everyone Wants 66 The 10-Step Blueprint to Ebook Awesomeness 67 Webinars Are Low-Cost Trade Shows 69 Five Steps for an Engaging Webinar 70 Marketing with Existing Sales Tools 71 Storytelling with Video 71 Three Commandments of B2B Video 72 To YouTube or Not to YouTube, That Is the Question 73 Being Interesting Is the New Black 74 Three B2B Social Media Content Offer Steps to Superstardom 74 7 Why You Are Already a Business Blogging Expert 77 The Origins of Corporate Blogging 78 The Thinking Part of Setting Up Your Business Blog 79 The Content Part of Setting Up Your Blog 80 The Nuts and Bolts Part of Setting Up Your Blog 82 The Ultimate Business Blogging Checklist 84 Blog Content Drives Leads 95 Three B2B Blogging Steps to Superstardom 96 8 Become a LinkedIn Lead Generation Superstar 97 Profi les Are Just the Beginning 97 Companies Can Get Recommendations Too 100 Business Value Through Sharing 102 Grouping Your Expertise: LinkedIn Groups 103 Answering the Questions: LinkedIn Answers 105 Professionals Need Advertising Too 106 Three B2B LinkedIn Steps to Superstardom 108 9 Twitter: Leads in 140 Characters 109 Five Off-Platform Benefi ts of Twitter 110 Anatomy of a Tweet 111 Replies and Mentions 112 Retweets 113 Direct Messages 114 Hashtags 114 Finding B2B Leads on Twitter 115 Setting Up a B2B Twitter Account 116 The 10-4-1 Rule of Social Sharing 117 14 Ways to Drive Leads with Content on Twitter 118 Five Ideas for Prospect Engagement for B2B Companies 123 Pushing the Twitter Envelope 124 Three B2B Twitter Steps to Superstardom 126 10 Maximizing Facebook Lead Generation through Engagement 127 Profiles versus Pages 127 It Made Sense for Cisco to Join 128 Three Reasons to Create a B2B Presence on Facebook 128 Yes, Facebook Is for B2B 129 Understanding the EdgeRank Engagement Algorithm 130 10 Ways to Drive Leads on Facebook 131 Facebook Engagement Means Leads 138 Three B2B Social Media Facebook Steps to Superstardom 141 11 E-Mail Is Social 143 Opt-In Is a Better Call to Action 143 Why Nobody Likes E-Mail 145 12 Ways to Get More Leads Out of E-Mail 145 Testing E-Mail Ideas Using Social Media 148 Four Ways to Socialize a Prospect’s Inbox 149 Social Profiles within the Inbox 150 Three B2B Social Media E-Mail Steps to Superstardom 151 III Taking Social Media Lead Generation to the Next Level 153 12 Stop Preparing for the Mobile Web; It’s Here 155 Getting Smart about Smartphones 155 Two Ways to Mobile-Optimize a Website 157 On the Go with Mobile Content 159 What Is the Context of Your Content? 161 Rethinking the Mobile Landing Page 161 B2B Mobile Apps Are for Suckers 163 Location Is for Sales, Not Marketing 164 Three B2B Social Media Mobile Marketing Steps to Superstardom 165 13 Making Trade Shows Social 167 Driving Trade Show Leads with Social Media 167 Treat Trade Shows Like Comarketing 168 Five Steps to Instantly Make Your Trade Show More Social 169 Taking Over Physical and Digital Word of Mouth 170 Three Trade Show Takeaways from “DNS Is Sexy” 172 Using Location to Become the Best “Party” at a Trade Show 172 Virtual Conference 173 Three B2B Social Media Trade Show Steps to Superstardom 175 14 Run a B2B Social Media Marketing Team Like a Start-Up 177 It All Starts with Passion 177 Where Does Passion Come From? 179 Knowing When to Ship 180 It Becomes Agile Marketing Anyway 181 Three Principles of Agile Marketing 181 When It’s Time to Look for Funding 182 What’s the Exit Strategy? 183 Three B2B Social Media Start-Up Steps to Superstardom 184 15 10 B2B Social Media Roadblocks 185 1. Legal Wants Full Approval—Of Everything 185 2. Social Network Access Is Blocked 186 3. Executive Support Is Lacking 187 4. The Customer Base Is Not Attuned to Social Media 187 5. But I Have a Real Job to Do 188 6. It Is Free, Right? 188 7. We Need the Right People for the Task 189 8. We Have Always Done It This Way 190 9. The Network Admin Is a Debbie Downer 190 10. You Don’t Know Where to Start 191 Three Clearing Roadblock Steps to Superstardom 193 16 The Best Time Ever! 195 Social Media Marketing Is about Lead Generation 196 Be a Storyteller Who Uses Data 196 Second Is the First Loser 197 Useless Metrics 197 The Beginning, Not the End 198 Acknowledgments 201 About the Authors 203 Notes 205 Index 209

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Book SynopsisAn essential guide to navigating the shifting Internet landscape The Internet is about to profoundly change when it explodes from a 21 top level domain world to a 500 to a 1,000. anything top level domain universe. How will you evolve your.Table of ContentsPreface ix Acknowledgments xxxi Chapter One The New Regime 1 An Overview of the Business Community Response to gTLDs 3 Potential Benefits for an Organization Applying for gTLDs 6 Potential Risk if Applying for gTLDs 13 The Business Model—How Can It Work? 15 Chapter One Highlights 23 Chapter Two The Brand Bubble 25 The .com Phenomenon 26 Protecting Trademark Owners 31 There's No Need for It 34 The Cost Is Just Too High 38 It’s Not Fair to Small Businesses 40 What's the Value of Your .com Now? 42 It's All About Execution 44 Chapter Two Highlights 44 Chapter Three Building Your Brand and Social Media 47 The Emergence of Social Media and Online Communities 48 Experience with Social Media Marketing 49 What’s Next? 51 It Could Change Everything 54 Chapter Three Highlights 60 Chapter Four Defending Your Brand 63 The New Domain Name Landscape 65 The Slippery Slope 75 Competitive Analysis 75 The Best Defense Is a Good Offense 77 Chapter Four Highlights 84 Chapter Five Behind the Scenes 87 How Internet Search Engines Work 88 Web Crawling 88 Meta Tags 91 Building the Index 91 The Next Generation of Search 92 Chapter Five Highlights 97 Chapter Six Forecasting the Future 99 A History Lesson 100 Interactive Initiatives and their Outcomes 107 Overstock.com—o.co Rebranding 108 Facebook Connect 109 Chapter Six Highlights 111 Chapter Seven Rewiring the Internet 115 A Few Final Conclusions 115 Begin with the End in Mind 123 A Few Key Predictions 128 Chapter Seven Highlights and Concluding Trends 131 Appendix A The History and Changing Landscape of the Top-Level Domain 135 Committed Companies 135 Other Major Companies 136 Learning from gTLD History 190 What Happened with .tv? 190 The Future of .tv 194 What's Different Now? 194 What Will Happen Next? 195 Appendix B Our Thought Leaders 197 Josh Bourne 197 Managing Partner, FairWinds Partners 197 Sarah B. Deutsch 198 Vice President and Associate General Counsel, Verizon Communication 198 Claudio Di Gangi 199 Manager, External Relations, Internet and the Judiciary, International Trademark Association 199 Cynthia L. Gibson 199 Executive Vice President, Legal Affairs, Scripps Networks Interactive Inc. 199 J. Scott Evans 200 Senior Legal Director, Head of Global Brand, Domains & Copyright, Yahoo! 200 Nancy H. Lutz 201 Partner, Kelley Drye & Warren, LLP 201 Steven W. Miller 201 Vice President and General Counsel, Intellectual Property, Procter & Gamble 201 Jeffrey J. Neuman 202 Vice President, Business Affairs, Enterprise Services, NeuStar, Inc. 202 Russell Pangborn 203 Associate General Counsel for Trademarks, Microsoft Corporation 203 Krista Papac 204 Chief Strategy Officer, ARI Registry Services 204 Katherine A. Ruwe 205 Senior Counsel, Global Litigation and Dispute Resolution, Procter & Gamble 205 Adam Scoville 206 Trademark and Brand Protection Counsel, RE/MAX, LLC 206 Ellen Shankman 206 Principal, Ellen B. Shankman and Associates 206 Yasmin R. Tavakoli 207 Associate, Kelley Drye & Warren, LLP 207 Fabricio Vayra 208 Trademark Attorney, Time Warner Inc. 208 Nick Wood 208 Managing Director, Com Laude 208 Works Cited 209 About the Authors 217 Index 219

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Book SynopsisShare Thisis a practical handbook to the biggest changes taking place in the media and its professions by the Chartered Institute of Public Relations (CIPR) Social Media Panel. The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public, private and voluntary sector expertise using many of the social tools and techniques that it addresses. The book is split into 26 chapters over eight topic areas covering the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. It's a pragmatic guide for anyone that works in public relations and wants to continue working in the industry. Share This was edited by Stephen Waddington with contributions from: Katy Howell, Simon Sanders, Andrew Smith, Helen Nowicka, Gemma Griffiths, Becky McMichael, Robin Wilson, Alex Lacey, Matt Appleby, Dan Tyte, STrade Review'A comprehensive handbook, which would be useful for anyone looking to get to grips social media. (Talk Business, October 2012) a pragmatic guide and an invaluable insight for anyone working in the challenging world of public relations today (Flybe, December 2012)Table of ContentsList of Contributors x Foreword by Jane Wilson xi Introduction by Stephen Waddington xiii Part I Changing Media, Changing PR 1 1 An Introduction to Social Networks 3Katy Howell Part II Planning 13 2 Kick‑Start Your Social Media Strategy 15Simon Sanders 3 What has Google Ever Done for PR? 23Andrew Smith 4 Integrating Traditional and Social Media 31Helen Nowicka 5 Social Media Guidelines: Creating Freedom Within a Framework 39Gemma Griffiths 6 Open Communication: Psychology, Ethics and Etiquette 49Becky McMichael Part III Networks 59 7 Facebook: A Way to Engage with Your Audiences 61Robin Wilson 8 Twitter: The Unstoppable Rise of Microblogging 71Alex Lacey 9 LinkedIn: Social Networking for Professionals 79Matt Appleby 10 Google+: Better than Buzz? 87Dan Tyte 11 The Business of Blogging 93Stephen Waddington Part IV Online Media Relations 101 12 Modern Media Relations and Social Media Newsrooms 103Stuart Bruce 13 Brands as Media 113Rob Brown 14 The Future of Broadcast 121Russell Goldsmith 15 Media Relations Modernised 129Adam Parker 16 Pitching Using Social Media 137Julio Romo Part V Monitoring and Measurement 145 17 Real-Time Public Relations 147Philip Sheldrake 18 Social Media Monitoring 157Andrew Smith 19 Measuring Social Media 163Richard Bagnall Part VI Skills 175 20 Skilling Up for the Future 177Daljit Bhurji 21 The Future of PR Education 185Richard Bailey Part VII Industry Change 193 22 Employee Engagement: How Social Media are Changing Internal Communication 195Rachel Miller 23 Back to the Future for Public Sector Communications 205Mark Pack 24 Modernising Public Affairs for the Digital Age 213Stuart Bruce 25 Social Media and the Third Sector 221Simon Collister Part VIII The Future 229 26 Here Comes Web 3.0 and the Internet of Things 231Philip Sheldrake Index 237

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Book SynopsisOriginally published by Stevenson, Inc., this practical resource provides strategies for nonprofit organizations to connect with more volunteers through their websites. It includes proven techniques for tailoring a website to meet volunteers'' needs and provides examples of effective website features from a variety of organizations. Important topics covered include: Essential elements of a volunteer website How to target baby boomer volunteers How an online conferencing system helps bridge the gap Boost online contact through social media Ways to offer virtual volunteering opportunities Launching a Facebook page How online training can streamline orientation How volunteer blogs promotes communication Online publications How to increase website usage Virtual volunteer projects Useful online tools Recruiting virtual volunteers Migrating existing volu

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Book SynopsisOriginally published by Stevenson, Inc., this practical resource offers strategies for nonprofit organizations to connect with more donors, members, and volunteers through their websites, and presents examples of successful website features from a variety of nonprofit organizations. It's filled with tips on strengthening relationships, reaching a broader audience, and driving traffic to a website. Important topics covered include: Publicizing membership Online donations Blogging Membership kits Sponsorship promotion Donor spotlight programs Member feedback FAQs Personalized web pages Volunteer opportunities Press rooms Online advertising Member privacy Online commerce Online renewals Virtual volunteers Online wish lists Chapter activities Social networking Virtual donor walls Planned gi

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Book SynopsisThe first book to explain how you can measure social media ROI across multiple departments, for internal/external social media based activities, as well as for new business models (product/services).Trade Reviewthe author knows how to put across valuable information in a highly accessible style and has created a useful primer on this subject. (The Irish Times, October 2014)Table of ContentsAcknowledgements ix Preface xi Hall of Fame xv Introduction 1 1 Strategy 5 2 Measure ROI by Platform 31 Facebook 32 Twitter 39 YouTube 43 LinkedIn 47 Google+ 52 Pinterest 55 Blogs 58 3 Tools 63 Choosing a Supplier 63 Popular Measuring Platforms 68 4 Case Studies 89 O2 – Customer Service 90 Sabre Hospitality Solutions – Business Development 97 Makino – Sales 101 giffgaff – Customer Retention 109 BRAVEday Insurance – Communication 117 Beats by Dr. Dre – Viral Campaign 123 5 Safeguarding ROI 129 Index 135

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Book SynopsisIn a world of fierce global competition and rapid technological change, traditional strategies for gaining market share and achieving efficiencies no longer yield the returns they once did. How can companies drive consumer preference and secure sustainable growth in this digital, social, and mobile age? The answer is through functional integration. Some of the world''s most highly valued companiesincluding Amazon, Apple and Googlehave harnessed this new business model to build highly interactive ecosystems of interrelated products and digital services, gaining new levels of customer engagement. Functional integration offers forward-looking brands a unique competitive edge by using transformative digital technologies to deliver high-value customer experiences, generate repeat business, and unlock lucrative new business-to-business revenue streams. Connected By Design is the first book to show business leaders and marketers exactly how to use functional intTrade Review“Every now and again a book comes along that expands your mind, challenges conventional wisdom, and is truly disruptive—a precursor to progress. Connected by Design is such a book. Functional integration has enormous relevance as an organizing principle way beyond marketing. I urge you to read the book, be disruptive, and unleash the power of connectedness. It can only do you good.” —Keith Weed, chief marketing and communication officer, Unilever “Barry Wacksman and Chris Stutzman have discovered a new secret formula for growth that re-imagines how your company creates value: functional integration. Organizations must embrace the disruptive change of functional integration in order to grow in the new world order of consumer engagement.” —Joseph V. Tripodi, chief marketing and commercial officer, The Coca-Cola Company “To be a chief marketing officer today means also being a chief technology officer and chief experience officer. Connected by Design uncovers the business model at the heart of this change, offering valuable examples, tips, and principles for putting the model into action. It’s a must-read for anyone working in marketing at a major brand today.” —Marc Speichert, global chief marketing officer, L’Oreal Group “Barry Wacksman and Chris Stutzman have taken a topic close to the hearts of many—design—and shown how the world's leading companies have successfully integrated it into their business models. Connected by Design is that rare book that can help unify the disparate parts of a big company, from marketing to sales to product development.” —Beth Comstock, senior vice president and chief marketing officer, GE "I see companies struggling every day to stay relevant in their consumers’ busy lives. Connected by Design maps out how companies like Nike, Google, and Apple have excelled in engaging consumers in the digital age while driving sales growth. It is an essential read for any brand leader looking to succeed in today's mobile, social, omnichannel world.” —Jim Stengel, author, Grow, and former global marketing officer, The Procter & Gamble Company “Functional integration is the defining business model of our day, and Connected by Design captures the essence of this emerging model and how to apply it. Those who want to differentiate and find new ways to grow should find this book extremely helpful.” —Michael Roth, chairman and chief executive officer, Interpublic Group “R/GA has remained ahead of its competition by reinventing itself, and R/GA’s newest transformation is designed to help brands achieve functional integration. Connected by Design outlines how brands like Nike, Google, Amazon, Apple and McCormick have grown with functional integration and why you’ll want to consider it for your brand.” —Rick Boyko, former director, Virginia Commonwealth University Brandcenter; former chief creative officer, Ogilvy North America “If you have ever wondered about the secret to the enormous success of companies such as Apple, Google, Nike, and Amazon, Connected By Design is for you. This engaging and readable book explains the functional integration business model of these companies . A must-read for understanding how to survive and grow in the dynamic and complex age of networks and ecosystems.” —Jerry Wind, The Lauder Professor, The Wharton School “Brands that aren’t rethinking how to connect their products, services, and communications are leaving brand equity on the table. Functional integration is a great playbook for creating and capturing brand value in the digital age.” —John Gerzema, chairman and CEO, BAV consulting, and author, The Athena Doctrine “Connected By Design represents the business course you never took, but should have, and the design class you never had, but now wish you did. It prepares your mind and way of thinking for this high-speed world, where more and more value is delivered in the form of digital experiences. Barry Wacksman and Chris Stutzman take you deep into leading companies and share their guiding principles.” —Keith Yamashita, chairman, SY/Partners and SY/ProductsTable of ContentsIntroduction 1 Part One The Model 21 1 The Growth Challenge of the 21st Century 23Principle One: Utility is relevance. 2 The Digital Revolution 43Principle Two: Context is king. 3 The Ecosystem of Value 69Principle Three: Synergy captures customers. Part Two Mastering the Model 95 4 The Art of the Possible 97Principle Four: Reimagine value creation. 5 The Digital Service Launchpad 125Principle Five: Redesign value delivery. 6 The Drivers of Connected Growth 151Principle Six: Redirect toward value capture. 7 Cultivating an Ecosystem of Value 179Principle Seven: Lead like the world depends on it. Notes 203 Acknowledgments 223 About the Authors 229 Index 231

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Book SynopsisGet a handle on the digital currency revolution, and learn how to get on board The Bitcoin Big Bang is a guide to navigating the uncharted territory of digital currency. Written by CNBC contributor Brian Kelly, this book goes beyond Bitcoin 101 to explain how this transformative technology is about to change the world.Table of ContentsPreface xi Acknowledgments xiii About the Author xv Chapter 1 Bitcoin Is a Bubble 1 The Quest to Buy Bitcoin 3 Bitcoin Enlightenment 6 Currencies Are a Matter of Trust 8 What Is Bitcoin? 10 Is It a Currency? 13 It’s Revolutionary 17 Chapter 2 Understanding the Digital Gold Rush 19 The Language of Bitcoin 22 How Do I Buy Bitcoin? 26 Who “Gets” It? 30 The Gold Rush Is Just Starting 31 Chapter 3 Bitcoin Is More than Digital Gold 33 Searching for Satoshi 34 The Search 37 Why Is Satoshi a Genius? 44 Bigger than Satoshi 46 Chapter 4 Byzantine Generals’ Problem 49 How Does Bitcoin Solve the BGP? 52 51 Percent Attack 55 An Elegant Solution 57 Chapter 5 A Decentralized Financial System 59 Grand De-Central Station 63 What’s at Stake? 69 Central Banks 72 Bitcoin Is the Catalyst 73 Chapter 6 What Do You Call a Bitcoin Miner? A Banker 75 How Does a Bitcoin Transaction Work? 77 What Is Cryptography? 78 Still Want to Be a Miner? 82 Do We Need Another Bitcoin? 88 Chapter 7 Nautiluscoin—0 to $1 Million in 60 Days 91 Creating the Coin 94 Did It Work? 104 Chapter 8 Building the Nautiluscoin Economy 107 Dynamic Proof-of-Stake 110 Other Policy Tools 113 Alternative to Gold 115 Money, Made Better 116 Financial Market Integration 117 Special Drawing Rights 119 Why NAUT? 119 Chapter 9 Investing and Trading in Alternative Currencies 121 A New Investment Class 123 Valuation 129 Exchanges 133 Investment Vehicles 134 Asset Class Growth 136 Chapter 10 Regulation 139 Regulatory Agencies 140 Challenges to Regulation 147 Pushing on a String 147 Chapter 11 Smart Money: Set It and Forget It 149 Rules of the Road 151 Smart Contracts and Property 152 Ethereum 155 Cryptoequities: A New Type of Investment 160 Decentralized Autonomous Organizations 161 Professor Money 162 Chapter 12 Everything You Know about Business Is Wrong 163 Cryptonomics 166 Growth Share Matrix 169 Learning Curve Effects 171 Porter’s Three Generic Strategies 172 Human Resource Management 173 Fueling the Sharing Economy 174 The Future Just Might Work 176 Appendix 1 Department of the Treasury Financial Crimes Enforcement Network Guidance FIN-20 13-G00 1 Issued: March 18, 2013 Subject: Application of FinCEN’s Regulations to Persons Administering, Exchanging, or Using Virtual Currencies 179 Currency vs. Virtual Currency 180 Background 180 Definitions of User, Exchanger, and Administrator 181 Users of Virtual Currency 181 Administrators and Exchangers of Virtual Currency 182 Providers and Sellers of Prepaid Access 185 Dealers in Foreign Exchange 186 Appendix 2 New York State Department of Financial Services Proposed New York Codes, Rules and Regulations Title 23. Department of Financial Services Chapter I. Regulations of the Superintendent of Financial Services Part 200. Virtual Currencies 187 Section 200.1 Introduction 188 Section 200.2 Definitions 188 Section 200.3 License 190 Section 200.4 Application 191 Section 200.5 Application Fees 193 Section 200.6 Action by Superintendent 193 Section 200.7 Compliance 195 Section 200.8 Capital Requirements 196 Section 200.9 Custody and Protection of Customer Assets 197 Section 200.10 Material Change to Business 197 Section 200.11 Change of Control; Mergers and Acquisitions 198 Section 200.12 Books and Records 200 Section 200.13 Examinations 201 Section 200.14 Reports and Financial Disclosures 202 Section 200.15 Anti–Money Laundering Program 203 Section 200.16 Cyber Security Program 207 Section 200.17 Business Continuity and Disaster Recovery 210 Section 200.18 Advertising and Marketing 211 Section 200.19 Consumer Protection 212 Section 200.20 Complaints 215 Section 200.21 Transitional Period 215 Index 217

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Book SynopsisDrive your content marketing campaign toward success Blogs and social platforms are all the rage right now especially for strategists looking to cultivate influence among target audience members through content marketing.Table of ContentsForeword xiii Introduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 2 Beyond the Book 3 Where to Go from Here 3 Part I: Getting Started with Content Marketing Strategies 5 Chapter 1: Establishing Your Content Marketing Strategy 7 Understanding the Components of a Content Marketing Strategy 7 Determining the company focus 8 Uncovering the customer experience 9 Creating quality content 9 Developing channel promotions 10 Deploying check-back analysis 11 Communicating Your Mission 12 Crafting your statement 12 Reviewing real mission statements 13 Establishing Your Goals 16 Uncovering your goals 16 Picking KPIs 18 Expanding Your Corporate Mindset 18 Creating a culture of content 19 Thinking about reputation 21 Using content to serve customers 23 Dipping into User Design and Habits 26 Recognizing the importance of UX design in your strategy 26 Observing product habits 27 Chapter 2: Capturing Your Customer’s Attention 31 Focusing on Attention 32 Seeking the “attention web” 32 Looking at attention triggers 37 Making Your Content Easy to Consume 39 Reading in patterns 39 Considering design elements and typography 41 Deploying Interactive Content 44 Chapter 3: Understanding Your Business Model and Brand 49 Separating Your Business Model from Your Brand 50 Understanding the business you’re in 51 Looking at some popular online business models 52 Considering the freemium model 57 Analyzing Your Business Model 60 Discovering Your Brand 61 Benefitting from attention to your brand 61 Knowing your current brand reality 63 Solidifying the Look of the Brand 64 Considering design components 64 Using a digital asset management tool 66 Developing Success Measures for Your Brand 68 Producing Engaging Branded Content 69 Chapter 4: Facilitating Buy-In from Your Team 73 Presenting the Big Picture 73 Identifying your audiences 74 Using the Five-Prong Approach (FPA) to collect buy-in information 75 Engaging the Leadership Team and Identifying Roles 78 Understanding what leaders want to know 79 Understanding how roles will work 80 Communicating the Essentials to Everyone 80 Expecting resistance to change 81 Establishing results that will be shared 82 Chapter 5: Putting Your Content Marketing Plan and Presentation Together 85 Reorganizing for Success 85 Busting silos 86 Advocating change 88 Identifying the Components of Your Content Marketing Plan 89 Documenting needed resources 89 Measuring success 90 Establishing the timeline 91 Presenting Your Plan 92 Revisiting the Five-Prong Approach 92 Putting It All Together: Your Presentation 95 Part II: Uncovering the Customer Experience 99 Chapter 6: Dipping into Customer Data 101 Understanding Big Data 101 Looking at different kinds of Big Data 102 Looking at problems with big data 103 Uncovering the Role Big Data Plays in Content Marketing 104 Improving your content marketing 105 Using real-time content 105 Discovering the Internet of Things 106 Reviewing IoT market size 106 Impacting content marketing 109 Visualizing Big Data 111 Chapter 7: Discovering Buyer Personas 113 Reviewing Persona Development 113 Understanding how persona creation improves content 115 Taking action to understand your customers 117 Collecting Information 118 Finding different data types 118 Deploying listening tools 120 Conducting one-on-one interviews 124 Documenting your personas 125 Avoiding Common Mistakes 125 Looking at How Generations Differ 127 Understanding millennials 127 Meeting Gen C 129 Identifying a Prospect’s Emotions 130 Keeping Up with Trends 131 Chapter 8: Taking the Buyer’s Journey 135 Harnessing the Customer Experience 136 Looking at the customer experience from both sides 136 Benefitting from an omni-channel approach 138 Uncovering Commercial Intent 140 Defending Against Competitors 143 Researching competitors 143 Analyzing your competitor’s content 146 Identifying the Stages of the Buyer’s Journey 148 Understanding the buying process and journey map 148 Benefitting from the journey map 150 Focusing on content for each part of the journey 151 Personalizing Your Content 154 Chapter 9: Embracing Sales Enablement 157 Discovering Sales Enablement 157 Gaining a competitive advantage 158 Evaluating your current status 159 Understanding the new role of sales reps 161 Training Your Salesforce 162 Coaching Your Reps to Become Winners 164 Checking Out Sales Enablement Blogs 165 Part III: Creating Actionable Content 169 Chapter 10: Examining Your Content Plan 171 Evaluating Your Content 171 Benefitting from a content plan 172 Determining content maturity 175 Assessing Your Content 176 Interviewing your stakeholders 176 Conducting a content audit 177 Visualizing Your Sites 179 Mapping your content ecosystem 179 Picturing website content 180 Creating Your Plan 181 Focusing on Specialized Content 183 Creating pillar content 183 Utilizing “evergreen” content 185 Using graphics and other visuals 186 Going viral 187 Chapter 11: Exploring Content Types 189 Dipping into Content Categories 189 Working with Original Short- and Long-Form Content 191 Using Curation 193 Examining five curation models 194 Understanding how to curate 195 Making Use of User-Generated Content 197 Understanding the positives 197 Dealing with the negatives 198 Repurposing Content to Add Value 199 Benefitting from repurposing 199 Planning goals and picking content 199 Viewing Aggregated Visual Content 201 Dealing with Live Video Content 202 Extending Business News 203 Offering Online Courses 204 Managing Content Formats 206 Chapter 12: Storytelling for Content Marketers 213 Storytelling to Engage Your Audience 213 Seeking the science behind stories 213 Finding your product stories 216 Structuring Your Content Using Stories 220 Crafting the story 221 Incorporating copywriting 222 Chapter 13: Creating Processes and Systems for Your Content 225 Organizing the Content Process 225 Benefiting from a defined framework 226 Examining the systems needed 226 Determining Roles and Responsibilities 229 Managing the Workflow 230 Finding and assigning writers 230 Using an editorial calendar 233 Documenting Your Policies and Procedures 236 Content managers 237 Editors 237 Writers 237 Designers 239 Content system administrator 239 Web administrator 239 Part IV: Developing Channel Promotions 241 Chapter 14: Examining Channel Plans 243 Getting Started with Your Channel Plan 243 Benefitting from planning your channel content 244 Knowing what you need to create a channel plan 245 Preparing for a Channel Audit 246 Phase One: Current Channel Audit 246 Phase Two: Channel Content Review 249 Phase Three: New Channel Plans 250 Dipping into Some Major Channel Examples 251 Using Facebook for customer support: Avon 252 Tweeting for customer engagement: Warby Parker 253 Influencing through LinkedIn: Microsoft 253 Using Pinterest to gauge user interest: The Container Store 254 Documenting each channel’s plan 256 Chapter 15: Sharing Your Content 259 Embracing Shareability As a Strategy 259 Understanding sharing patterns 260 Sharing as a bottom‐line issue 261 Uncovering the Five Ws and One H of Online Sharing 263 Knowing who shares content, and why 264 Considering what they share 266 Discovering when they share 268 Observing where they share 269 Looking at how people share content 269 Adding Social Bookmarking 270 Making SEO a Priority 271 Deploying Hashtags to Encourage Sharing 275 Understanding hashtags 275 Using hashtag tools 275 Chapter 16: Looking at Paid, Earned, Shared, and Owned Media 279 Understanding Types of Media 279 Reviewing each media type 280 Determining your needs 281 Utilizing Paid Media 282 Discovering retargeting 282 Dealing with native advertising 283 Considering programmatic buying 285 Finding out what you need to know from advertisers 286 Championing Earned Media 286 Enhancing Shared Media 289 Amplifying Owned Media 290 Looking at the role of press releases 290 Spreading the message 291 Creating a Framework for Achieving the Right Mix 292 Section 1: Owned Channels 293 Section 2: Shared Media 294 Section 3: Paid Ads 294 Section 4: Earned Media 295 Section 5: Evaluate and Revise 295 Chapter 17: Delving into Syndication and Guest Posting 297 Understanding Syndication 298 Looking at content specifics 299 Uncovering syndication types 300 Looking at Online Syndicators 302 Establishing Your Syndication Plan 305 Discovering Guest Posting 306 Benefitting from guest posting 306 Pitching your guest posting to a blogger 307 Preparing to guest post 310 Starting your own guest blogging program 313 Chapter 18: Working with Influencers 315 Discovering the Evolving Role of Influencers 315 Understanding the six principles of persuasion 317 Understanding why influencers matter more now 319 Understanding how to measure expert influencers 320 Recognizing Influencer Types 321 Finding the Right Influencers 322 Discovering the influencers you need to target 322 Developing a system 326 Uncovering New Influencers 327 Influencing with Customer Advocacy 328 Enhancing Word of Mouth (WOM) with Advertising 331 Connecting with your audience 331 Identifying factors for WOMA 332 Paid Influencer Programs 332 Part V: Using Check-Back Analysis 337 Chapter 19: Reassessing Your Business Model and Brand Value 339 Validating Business Models 340 Looking at change 340 Revising your business model canvas 341 Reexamining your brand worksheet 342 Enhancing your business models 342 Reviewing Your Brand Status 343 Refreshing Visual Branding 344 Understanding what your branding means 345 Surveying about brand awareness 346 Locating a survey company 347 Chapter 20: Reviewing Your Content Marketing Strategy 351 Allowing for Failed Experiments 351 Looking Back at Your Content Marketing Strategy 353 Reviewing goals and KPIs 353 Assessing content maturity 354 Reevaluating Your Ecosystem 355 Part VI: The Part of Tens 359 Chapter 21: Ten Problems Content Marketers Face 361 Company Focus 361 Inadequate budget 362 Lack of buy-in 362 Customer Experience 362 Your content isn’t categorized for the buyer’s journey 362 Your content isn’t personalized 362 Content Promotion 363 It seems as though no one is listening 363 You’re not working with the right partners 363 Content Creation 363 Running out of good ideas 363 Decreasing content quality 364 Check-back Analysis 364 Not effectively monitoring customer sentiment 364 Inadequate measures to determine action 364 Chapter 22: Top Ten Blogs on Content Marketing 365 Buffer 365 Content Marketing Institute 366 Convince & Convert 366 Copyblogger 366 Oracle (Eloqua) Content Marketing Blog 366 HubSpot Marketing Blog 367 Marketo Content Marketing Guides 367 QuickSprout 367 Social Media Examiner 367 Social Triggers 368 Seth Godin 368 Chapter 23: Ten Free Tools for Content Marketing 369 BuzzSumo 369 Dropbox 370 Emotional Marketing Value Headline Analyzer 370 Evernote 370 Google Webmaster Tools 371 Grammarly 371 Piktochart 371 Screenpresso 371 SEO SiteCheckup 372 WordPress Calendar 372 Index 373

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Book SynopsisYour ticket to generating better results through infographics Visual Content Marketing is a more than just a guide to infographics. Written for business people dealing with complex offerings, this is a hands-on, in-the-trenches guide to leveraging this emerging medium to reach bottomline business goals. Uniquely, this book addresses the full range of visual solutions, with an emphasis on using these products to create real business value. Inside, you''ll learn the ins and outs of infographics, interactive pictograms, video, animations, data-driven visualizations, and other conversion-generating graphical content. Get inspired by the groundbreaking examples showcased here, and learn how to manage every aspect of visual content, from sourcing suppliers to leveraging content on the appropriate media platforms. Author Stephen Gamble is a leader in visual marketing solutions, with over twenty years of experience in the industry. Thousands look to his firm, FraTrade Review"As a consultant bringing transformational change to large corporations, it’s clear that there is a huge asymmetry - companies spend lots on IP, trivially little on positioning and polishing that IP. It is essentially quitting the race to meet the customer's need yards from the finish line. The ideas and the practical examples within this book is the remedy for this problem. If you have complex subject matter and an audience that needs to engage with your new approach, this book should be at your side on every project." Joe Singh, Board Advisor and Operating Executive, Grace One Advisors, Inc."As a seasoned enterprise sales leader I know how challenging it can be to get a prospect to engage with a new offering and see the point to the innovation below the surface. This book tackles this problem head on and shows how the value in a new offering can be visually communicated so even the toughest audience gets it and engages. Every sales and marketing leader can benefit from the approaches and industry-specific visual case studies." Alon Verdnikov, General Manager, Glassbox "More and more complex solutions are being developed through strategic partnerships between different companies and it can be a challenge to communicate the point and value of a joint solution to multiple stakeholders. This book shows how even the most complex offerings can be visually communicated so the marketplace and the staff get onboard with the vision of innovative complex solutions. More than just theory, this book provides practical guidance on how to deliver these visual projects and offers provocative visual samples across every major industry. If you need to communicate the point and value of a complex offering, you need to read this book." Kevin Dexter, Alliance Leader, Dun and Bradstreet "We are dealing with complex layers of nuanced content while communicating to the marketplace, our employees and new recruits. But at the end of the day we want our audience to get it quickly and engage with content that can be quite technical with jargon that is business-specific. By embracing the principles and learning from the visual case studies in every major industry, this book shows how one can successfully engage your audience even on the most complex content. If you have complex subject matter and tough audience to reach, you need to embrace this book." Leighton Symons PhD, Senior Vice President, Two Sigma Investments "Innovation is all the rage and now we must face head on the problem of making sure all stakeholders get the point of the innovation and are excited about its prospects. This book delivers both the theory and the practical steps on how to take your innovation and visually engage all your audiences. The fact that its filled with colorful visuals samples for all major professions and industries from startups to Fortune 500 companies makes it a very compelling read. Innovation leaders need to wake up and embrace a visual-centric approach to communications as outlined in this book." Hao Dinh, Innovation Leader, GE "While working with the software development group we come up very large complex trading systems for financial institutions and the success of these project is largely dependent on management, business owners and partners getting onboard with the whole point of these new systems. This book clearly shows how to make the complex intuitive and simply on one page how to get to that “ah-hah” moments for tough audiences resistant to change. All technical departments need to embrace to the approach outlined in this book for their communications with their stakeholders." Peter Bulko, Fixed Income Risk and Analytics, Royal Bank Securities Table of ContentsAcknowledgements x About the Author xii About the Content xiii About Frame Concepts xiv Dedication xv Foreword xvi References xvii Prologue: A Call to Visual Action xviii ABOUT THE AUTHOR AND THIS BOOK First-Hand Knowledge of Communication Challenges and Visual Solution 2 Presented from the Perspective of a Business Person, not a Designer 3 ABOUT THIS BOOK Three Main Sections 6 INTRODUCTION: NOTES FROM THE UNDERGROUND My Career Life Is Symptomatic of Our Business Communication Challenges 10 My First Business Communication Lesson: Explaining the Business Value of Preventative Maintenance11 Academic Complex Communications 12 Corporate Training 13 Wall Street 14 The Startup Laundry Machine 16 A Lot at Stake with Startups 17 Some Visual Light at the End of the Tunnel 19 A Sketch Helps Business 20 Netting It All Out 21 PART 1 – WHY VISUAL SOLUTIONS FOR BUSINESS WHY IS THERE A BUSINESS COMMUNICATION PROBLEM? Is Business Communication Important to the Bottom Line? 26 So Why Is There a Communication Problem? 29 Information Overload 31 Information Economy 32 Attention Deficit Syndrome 32 Innovation Requires New Understanding 33 Differentiation in a Crowded Space Very Nuanced34 Offerings Becoming Increasingly More Specialized35 Buyers Have No Time 36 Media Consumption Increasingly Visual in the Media/Consumer World 37 SOLUTION: INFORMATION DESIGN Graphic Design Vs Information Design 40 Illustration vs Information Design 41 Technical Communication Vs Information Design 42 Copywriting and Stock Photo Sourcing 43 So How is Information Design Different? 43 The Ingredients of Information Design 44 Pencil Sketch: Driving Visual Ideation 46 LEVERAGING INFORMATION DESIGN FOR BUSINESS COMMUNICATIONS: A PERFECT STORM The Audience Already Enjoys Visual Communication in Media and Consumer ChannelS 50 The Rise of Content and Inbound Marketing 51 Data Analytics has Become Mainstream 52 Value and Solution Selling haVE become the Norm 53 THE ARGUMENT FOR VISUAL-CENTRIC APPROACH Why Are Visual Solutions So Effective in Business Communications? 56 Visuals in Business: The Psychological Argument 57 Visual Solutions in Business: The Marketing Metric Argument 58 Visual Solutions in Business: The Organic Argument 60 Opposing the Financial (or Luxury) Argument 61 PART 2 – ONBOARDING, PLANNING AND MANAGING THE VISUAL SOLUTION PROCESS STRATEGY – SCOPING IN VISUAL SOLUTIONS TO YOUR ORGANIZATION Where to Start? 66 Considerations 67 It All Starts at Home 68 On to Content Marketing 70 Validating your Approach and Your Solutions 71 Sales Tools 71 Getting Everyone Onboard 72 SELECTING VENDORS: THE LANDSCAPE Traditional Options 76 Visualizing Visual Options 76 Do-It-Yourself Tools 78 Infographic Freelancer 79 Community Site of Infographic Designers 80 Traditional Marketing or PR Agency 81 Ad Agency 82 Technical Writers 83 “Explainer” Video Shop 84 Evaluating Information Design Agencies 85 MANAGING VENDORS: A REPEATABLE CREATIVE PROCESS Getting the Best Creative Within Predictable Timelines88 Pre-Delivery: The Outline 90 Concept Sketch: Ideation Begins 91 Partial Render 94 Final Stage: Full Render 86 Extending from Static to Interactive, Animation, and Data-Driven Visualization Application 97 Interactive Storyboard 98 Animation Storyboard 100 Data-Driven Visualization Process Storyboard 103 VISUAL SOLUTIONS IN BUSINESS ACTION The Short Answer Is That Visual Solutions Can Be Applied Everywhere 110 A Picture Is Worth a Thousand Words 111 Visual Solutions Are Being Applied Everywhere 111 Visual Application Samples Category 112 INFOGRAPHICS Financial Data Innovation Lab Wants to Visually Showcase Innovation Output 116 Large Digital Media Company Needs to Shake Up Advertisers During Ad Week with Ecommerce Metrics 118 Predictive Analytics Firm Uses Infographic to Debrief Analysts 120 INBOUND MARKETING PROGRAMS Networking Vendor Scope Visual Strategy Around Their Differentiated Offering 124 Reputation Consultancy Gets Existing Clients to Appreciate Value of Delivered Offering 125 Small Business Health Index Iconic Design Is Integrated with Infographic Content Program 126 VIDEO Enterprise Software Animation Takes the Audience to the Sea with a Compelling Data Management Visual Animation 130 Client Virtualization Gets an Animated Journey with an Infographic Bonus 131 Enterprise Firm Lets Traffic Analogy Drive Data Management Research Key Findings Home with Animation 132 SOLUTION PICTOGRAMS Trading Communications Platform Use Visual Pictogram to Contextualize Offering in Trading Lifecycle 136 Video Analytics Firm Applies Pictogram to Case Study Program 137 Networking Solution Company Applies Pictogram to Case Study Program 138 INTERACTIVE SOLUTION PICTOGRAMS Social Recruiting Platform Gets Interactive Visual Explanatory Lift 142 Construction Field Software Startup Shows Efficiencies Improvement in Visual Before and After Pictogram 143 Trading Communications Platform 144 DATA-DRIVEN VISUALIZATIONS AND APPLICATIONS Nuclear Spare Parts Division Needs to Visually Cause Their Clients to Order Spare Parts 148 An Accounting Association Celebrates 125-Year History with Tablet Data-Driven Visual Timeline 150 Healthcare Managed Service Provider Trains Its Stakeholders the Best Service Delivery Framework with Visual Interactive Card Training Game 151 STARTUPS ORGANIZATIONS VISUAL SOLUTIONS Large Construction Projects Software Startup Engages with Interactive Pictogram 154 Meeting Software Platform Startup Shows Business Inefficiencies in Traditional Meetings 155 Innovative Startup for Movie Industry Showcase New Model 156 AGENCY ORGANIZATION’S VISUAL SOLUTIONS SEO Agency Leverages Infographic to Drive Their Client’s Traffic 160 Marketing Automation Consultancy Automates the Understanding of Their Processes 162 Branding Agency Leverages iPad Dynamic Timeline Data Visualization 163 NOT FOR PROFIT ORGANIZATIONS VISUAL SOLUTIONS Children and Widow Charitable Organization 166 Architectural Association Showcases Value to Community 167 ENTERPRISE ORGANIZATIONS VISUAL SOLUTIONS Nuclear Energy Spare Parts Provider Engages its Clients with Data-Driven Visualizations Tools 170 Financial Data Firm Showcases Financial Data Innovation with Infographic Series 172 Network Performance Monitoring Solution Visualizes How Process Delivers Business Value 173 TRAINING AND CHANGE MANAGEMENT VISUAL SOLUTIONS Managed Health Services Provider Trains Its Staff with Interactive Application 176 Trading Analyst Training Agency Leverages Pictogram to Show Competency Gaps 177 Sales Training Consultancy Shows Transition to Solution from Product 178 OPERATIONS AND SUPPORT VISUAL SOLUTIONS Canadian Telecommunications Provider Enables Its Clients to Appreciate Its New Platform of Integrated Data Services 182 Data Reconciliation Offering Gets Its Clients Onboard with Integrated Visual Solution 184 Video Analytics Firm Demonstrates the Social Effect of Super Bowl Ads with Data Visualization 185 SOCIAL MEDIA AND PR VISUAL SOLUTIONS Online Real Estate Gets on the Wall Street Journal Blog 188 New Name for California Credit Union Calls for a New Infographic Social Media Play 189 RESEARCH VISUAL SOLUTIONS Enterprise Software Vendor Showcases Innovation with a Three-Part Infographic Series 192 IT Hardware Provider Puts Viewer on Client Virtualization Journey 194 Innovative Green Startup Showcases Energy Savings Research 196 SALES AND MARKETING VISUAL SOLUTIONS Leading Reputation Consultancy Markets Their Insight Workshop 200 Social Media Recruitment Platform Visualizes Steps in Sales 202 New Product Release in the Enterprise Risk Space Gets a Visual Product Brochure 203 PRODUCT DEVELOPMENT AND PROGRAMMERS Nuclear Spare Parts Provider Wanted to Dynamically Visualize Spare Parts 206 Pension Fund: Security Impact on Bottom Line 207 Innovative Media Analytics Platform Unifies Online Television Metrics on One Dashboard 208 CONSTRUCTION AND REAL ESTATE INDUSTRY VISUAL SOLUTIONS Showcasing an Innovative Tablet Construction Solution on a Tablet 212 Green Energy Startup Showcases Approach and Savings with Infographic 213 214 Real Estate Infographic Goes Wall Street Journal Viral 214 EDUCATION INDUSTRY VISUAL SOLUTIONS Visual Engagement for Literacy Learning Application 218 Tablet Vendor Shows How Tablets are the Next Generation Classroom 219 Higher Education Gets an ROI Visualization 220 ENERGY INDUSTRY VISUAL SOLUTIONS Dynamically Displaying Spare Parts Status 224 Green Energy Startup Showcases Approach and Savings with Infographic 225 Dynamically Displaying the Control Room in 3D 226 FINANCIAL SERVICES VISUAL SOLUTIONS Showcases New Trading Communication Platform 230 Credit Union Drives Distinction Between a Bank and a Credit Union 231 Insurance Brokers Association Showcase Their Membership in Numbers 232 VISUAL SOLUTIONS FOR THE HEALTHCARE INDUSTRY New Community-Based Delivery Model Gets Visual 236 Offering Interactive Training Game to Showcase Managed Services 238 Dental Kits Distribution Visualization 239 HR AND RECRUITING INDUSTRY VISUAL SOLUTIONS Social and Mobile Recruiting Solution Gets Interactive and Visual 242 Social Employee Referral Program Gets a Visual Sales Slide Presentation 244 Pharmaceutical Merger Visually Translated into Improved Employee Experience 245 IDEATION AND PRODUCT DEVELOPMENT INDUSTRY VISUAL SOLUTIONS Finance New Credit Approval Process: Storyboarding Ideation Phase 248 Innovation Lab Rolling Out New Financial Data-Driven Solutions 249 Collaborative Tool Goes Through Visual Ideation Phase 250 IT/NETWORKING INDUSTRY VISUAL SOLUTIONS Predictive Analytics Firm Debriefs Analysts Visually 254 Large Networking Vendor Visualizes Best Practices for Setting Up Network 256 IT Network Data Visualization: Top of Mind for CIOs 258 MANAGEMENT CONSULTING INDUSTRY VISUAL SOLUTIONS Reputation Consultancy Visualizes Results Against Bottom Line 262 Management Consulting Firm New Corporate Performance Model Gets Visualization 263 Marketing Consulting Firms Gets Clients Onboard with Automation Process 264 Digital Media Company Disturbs Ad Week with Infographic Series 268 Independent Film Platform Startup Shakes Things Up with Pictogram 270 Analytics Firm New User Interface Integrates TV and Online Metrics 271 PHARMACEUTICAL INDUSTRY VISUAL SOLUTIONS 274 Large Pharmaceutical Merger Leverages Pictogram to Get Staff Onboard 276 Improving Prescription Delivery with Tablets 278 New Allergy Over-the-Counter Drug Gets Interactive Engagement PROFESSIONAL SERVICES INDUSTRY VISUAL SOLUTIONS Marketing Automation Firm Visualizes Its Marketing Automation Process 282 Architecture Association Poster-Foldout Shows Community Value 283 Accounting Association Visually Celebrated 125th Anniversary with iPad Dynamic Visualization 284 RESEARCH INDUSTRY VISUAL SOLUTIONS Research Infographic Showcases Best Practices for New Construction Network Deployment 288 Data Visualization Highlights Management Consulting Firm Research on New Business Performance Model 290 Financial Data Firm Small Business Health Index Research Report Gets Iconic Treatment 291 RETAIL AND ECOMMERCE INDUSTRY VISUAL SOLUTIONS Digital Media Firm Visually Shakes Things Up at Ad Week Trade Show 294 Tablet Maker Showcases How Tablets Are Reinventing the Retail Customer Experience 296 Translating Super Bowl Ads Metrics to Social Channel Performance 297 SOFTWARE INDUSTRY VISUAL SOLUTIONS Global ERP Software Vendor Engages with Shipping Analogy 300 Large Enterprise Software Vendor Showcases Productivity in Cloud 302 Security Software Vendor Shows Right Approach to Patch Management 304 TECHNOLOGY INDUSTRY VISUAL SOLUTIONS Large Computer Hardware Vendor Showcase Benefits of a Converged Infrastructure 308 Demonstrating Business Value for Tablets 309 Big Data and Social Business 310 TELECOMMUNICATIONS INDUSTRY VISUAL SOLUTIONS Alaskan Telecommunications Firm Showcases an Engineering Marvel 314 Canadian Data Services Firm Visually Launches it New Platform of Business Data Services 315 Verizon Engages Engages with an Infographic Rich Media Ad 316 TRAVEL INDUSTRY VISUAL SOLUTIONS Large IT Airport Solution Provider Infographic “Facts” Showcases Impressive Numbers and Innovation 320 Student Travel Agency Visually Demonstrated Differentiated Value 322 Cloud Services in an Airport Industry Context 323 IN CLOSING: A SOBERING AND A POSITIVE NOTE Sobering Note 326 Index

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Book SynopsisApply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital.Table of ContentsIntroduction ix I Marketing ≈ Digital ≈ Software 1 1 Hacking is a Good Thing 3 2 Marketing is a Digital Profession 9 3 What Exactly Are Digital Dynamics? 15 4 Marketing is Now Deeply Entwined with Software 25 5 Marketers Are Software Creators Now 31 6 Parallel Revolutions in Software and Marketing 37 7 Adapting Ideas from Software to Marketing 47 II Agility 53 8 The Origins of Agile Marketing 55 9 From Big Waterfalls to Small Sprints 65 10 Increasing Marketing’s Management Metabolism 75 11 Think Big, but Implement Incrementally 85 12 Iteration = Continuous Testing and Experimentation 95 13 Visualizing Work and Workflow to Prevent Chaos 105 14 Tasks as Stories along the Buyer’s Journey 117 15 Agile Teams and Agile Teamwork 129 16 Balancing Strategy, Quality, and Agility 143 17 Adapting Processes, Not Just Productions 155 III Innovation 161 18 Moving Marketing from Communications to Experiences 163 19 Marketing in Perpetual Beta with an Innovation Pipeline 173 20 Collaborative Designs and the Quest for New Ideas 183 21 Big Testing is More Important Than Big Data 193 IV Scalability 205 22 Bimodal Marketing: Balancing Innovation and Scalability 207 23 Platform Thinking and Pace Layering for Marketing 219 24 Taming Essential and Accidental Complexity in Marketing 233 V Talent 245 25 Chasing the Myth of the 10× Marketer 247 Notes 255 Acknowledgments 263 About the Author 267 Index 269

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Book SynopsisBeat the market by usingPsychological Analysisfor investing andtradingunder any conditions Conventionalwisdomtells us thatpeople are rational and make rational decisions with their money. But that's simply not true consideringmostpeople fail to beat the market. Conventional wisdom also tells us that thereare two primary ways to approach the market:technical and fundamental analysis.Again, that is not true because if it wereeveryone would be rich. Think about it,how many timeshave you seenstocks with poorfundamentalsgoup, or stocks with greattechnicalsgodown?It's obvious thatsomething is missing.Author Adam Sarhan,Founderand CEO of50 Park Investments,developeda new approach,titled,Psychological Analysis (PA).Coined by the author,the termteaches you how to make rational, not emotional, decisions with your money and shows you howto analyzeboth the individual and collective market mindset at a particular time based on the behavior and decision-making oTable of ContentsForeword ix Prologue: You Deserve to Win and Be Rich xiii Acknowledgments xix About the Author xxi Disclaimer xxiii Chapter 1 How to Think Like the Top 1% 3 Chapter 2 Why You Aren’t Beating the Market 11 Chapter 3 The One Question You Need to Ask Before Getting Started 25 Chapter 4 How to Use Fundamental Analysis Like a Pro 41 Chapter 5 How to Use Technical Analysis Like a Pro 53 Chapter 6 How to Develop a Winning Strategy That Beats the Market 69 Chapter 7 Psychological Analysis: What It Is and How to Use It 91 Chapter 8 Master Your Mental State and Your Life Will Change 105 Chapter 9 How to Make Smarter Decisions 117 Chapter 10 What’s Holding You Back? Mental Walls and Cognitive Biases 133 Chapter 11 Create a Smarter You with an Unbiased Mind 147 Chapter 12 Ever Hit a Wall? Destroy It and Master the Learning Cycle 161 Chapter 13 The Most Important Skill to Master on Wall Street 177 Chapter 14 What Happens Next: Navigating to the Right of the Chart 191 Chapter 15 Welcome to the Smart Money Circle 203 Epilogue: It’s Time to Become Rich 225 Bibliography 235 Index 237

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Book SynopsisUnMarket to build trust and make lifelong customers! In 2009, Scott Stratten and Alison Stratten wrote the bestsellingUnMarketing: Stop Marketing, Start Engaging and began a journey that would take them around the world sharing their message of engagement with corporations, entrepreneurs, and students.They are now back with this second edition, because Everything has Changed and Nothing is Different, with all the brilliance of the first edition, plus new content and commentary to reflect the rapidly changing landscape we all live, buy, and work in today. For generations, marketing has been hypocritical. We''ve been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves? UnMarketingshows you how to unlearn the old ways and consistently attract and engage the right customers. You''ll stop just pushing out your message and prayinTable of ContentsIntroduction xi 1 Everything Has Changed and Nothing is Different 1 2 The Hierarchy of Buying 3 3 A Word on Experts 7 4 Trust Gap 11 5 ROD: Return on Donuts 15 6 Restaurant That Didn’t Get It 19 7 Cold-Calling 23 8 Aiming Your Company at the Bottom of the Barrel 27 9 Pull and Stay 33 10 Reasons Why Companies Don’t Use Social Media 37 11 Social Media (Social Currency as Well) 39 12 Twitter versus Facebook versus LinkedIn 43 13 Social Media Platforming 47 14 UnPodcasting 53 15 HARO 57 16 The Game Has Changed: Immediacy and Relevancy 59 17 Publicized Customer Service 63 18 Don’t Bank on the Bold 69 19 Seven Deadly Social Media Sins 73 20 The Millennials Are Coming 81 21 How Twitter Changed Scott’s Business 85 22 Tassimo 91 23 Domino’s—Word of Mouth: Mouths Are Moving . . . 95 24 Naked Pizza 99 25 Don’t Feed the Trolls 101 26 Social Media for Social Good 105 27 Your Website—Old School versus New School 113 28 Your Captcha is Craptcha 123 29 Experience Gap 127 30 Raising and Keeping the Bar High—Cirque 131 31 Stirring Coffee 135 32 Using “Stop Start Continue” 143 33 Zappos 147 34 Rockport 153 35 FreshBooks 155 36 Why You Can’t Learn from Millionaires 159 37 Authenticity and Transparency 163 38 For Whom the Bell Mobility Tolls 167 39 Scott’s Transparency on Twitter 175 40 Your Transparency 177 41 Affiliates 179 42 Testimonials 183 43 Best Sellers 187 44 Why Being a Work-at-Home Mom is Bad for Business 189 45 Hello? Walmart? 193 46 Idea Creation 197 47 Idea Delivery 201 48 Doing In-Person Seminars 207 49 Tele-Seminars (now Webinars) 213 50 Viral Marketing 217 51 Video 227 52 Be Prepared for Success 235 53 Undercover UnMarketing 241 54 Putting It into Practice 247 55 Lush 251 56 Trade Shows 253 57 Social Media at Trade Shows 261 58 UnNetworking: Why Networking Events Are Evil 265 59 The Awesomeness of Being a 2.0 Author 269 60 The UnTour 273 61 The UnEnd 277 Index 279

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Book SynopsisTable of ContentsIntroduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 3 Where to Go from Here 4 Part 1: Getting Started With Selling On Amazon 5 Chapter 1: Laying the Groundwork 7 Getting the Lowdown on Selling Online 7 Weighing the pros and cons of online retailing 8 Taking a tour of online stores and marketplaces 9 Exploring How Amazon Works 10 Before you start selling 10 Selling products 11 Using Fulfillment by Amazon (FBA) 11 Comparing Amazon Business Types 13 Vendor (1P) versus Seller (3P) 13 Individual versus Professional 14 Arbitrage versus private label 15 Sellers with and without brand registry 17 Tabulating the Costs 18 Product sourcing 18 Shipping and storage 18 Amazon Seller fees 19 Returns 19 Other costs 20 Following Amazon’s Rules 20 Seller code of conduct 20 Accurate information 21 Acting fairly 21 Ratings, feedback, and reviews 22 Communications 22 Customer information 22 Circumventing the sales process 22 Multiple Amazon Seller accounts 23 Chapter 2: Selling on Amazon in a Nutshell 25 First Things First: Finding Products to Sell 26 Deciding what to sell and not sell 26 Exploring product sourcing options 29 Listing Products for Sale on Amazon 30 Prepping and Shipping Products to Customers 31 Introducing Amazon Prime 31 Fulfillment by Amazon (FBA) and Small and Light (SNL) 32 Fulfillment by Merchant (FBM) 33 Seller Fulfilled Prime 34 Drop-shipping 34 Multi-Channel Fulfillment 35 Boosting Sales with Advertising and Promotions 35 Providing Stellar Customer Service 37 Chapter 3: Setting Up Your Amazon Seller Account 39 Registering to Become an Amazon Seller 39 Completing Your Amazon Seller Business Profile 42 Business Address 42 Official Registered Address 43 Language for Feed Processing Report 43 Legal Entity 43 Merchant Token 44 Display Name 44 Checking and Adjusting Your Account Settings 45 Entering Shipping and Return Settings 46 Shipping settings 46 Return settings 47 Securing Your Amazon Seller Account 49 Chapter 4: Becoming Familiar with Seller Central 53 Finding Your Way around Seller Central 53 Switching marketplaces 54 Navigating the menu bar 54 Using the search bar 60 Viewing your payments summary 61 Taking advantage of Amazon business reports 62 Accessing the Buyer-Seller Messaging Service 64 Getting Help and Information 65 Engaging in the seller forums 66 Contacting Amazon support for help 67 Managing your case log 67 Consulting Amazon Selling Coach 68 Skimming Amazon headline news 69 Checking out Amazon’s app store: The Service Provider Network (SPN) 69 Exploring Amazon’s Seller University 70 Part 2: Procuring Products to Sell On Amazon 71 Chapter 5: Knowing What You Can and Can’t Sell on Amazon 73 Recognizing Products You Can Sell: Amazon’s Product Categories 73 Open categories 74 Categories that require approval 75 Steering Clear of Restricted Products 76 Brushing Up on Food Safety Rules 78 Organic products 79 Chilled and frozen products 80 Chapter 6: Finding Products with Profit Potential 81 Recognizing the Characteristics of Products with High Profit Potential 82 Uniqueness 82 Price range and profit margin 82 Sales volume 83 Shipping cost/complexity 84 Reviews 84 Steering Clear of Troublesome Products 84 Trademarked products 85 Mechanically complex products 85 Products that are difficult and costly to store and ship 86 Products sold in large retail stores 87 Conducting Your Own Product Research 87 Using product research tools 87 Sizing up the competition 89 Exploring Alibaba and other Chinese online wholesale marketplaces 90 Validating or Rejecting Product Ideas 92 Weighing the pros and cons of carrying the latest, greatest products 92 Considering seasonal products 93 Giving new brands a try (or not) 93 Focusing on Price and Sales Volume 94 Checking out different pricing strategies 95 Keeping an eye on the competition 95 Estimating sales volume 97 Setting realistic profit projections 98 Chapter 7: Exploring Your Product Sourcing Options 101 Mastering Retail Arbitrage 102 Buying from brick-and-mortar retailers 102 Buying from online retailers 105 Recognizing the importance of having a purchase order (PO) or receipt 107 Sourcing Products at Auctions and Liquidation Sales 107 Weighing the Pros and Cons of Drop-Shipping 109 Buying from Manufacturers, Distributors, and Wholesalers 110 Deciding whether a manufacturer is best 111 Knowing when to opt for a distributor 111 Deciding when a wholesaler is best 112 Sourcing Products from Alibaba 114 Finding Suppliers at Tradeshows 117 Making and Selling Your Own Products: Amazon Handmade and Custom 119 Selling your own hand-crafted products 119 Selling customized products on Amazon 121 Chapter 8: Evaluating and Negotiating with Suppliers 123 Deciding Whether to Use Domestic or Foreign Suppliers or Both 124 Recognizing the pros and cons of working with domestic suppliers 124 Weighing the pros and cons of working with foreign suppliers 125 Selecting Suppliers with the Right Stuff 126 Gauging experience and expertise 127 Ensuring clear communication 127 Sizing up a supplier’s reputation 128 Assessing a supplier’s responsiveness 130 Comparing prices 131 Negotiating Prices and Terms 132 Prepping for negotiation 132 Brushing up on effective negotiating tactics 133 Obtaining a purchase order contract 134 Part 3: Getting Down To The Business of Selling 137 Chapter 9: Listing Products for Sale on Amazon 139 Knowing What’s Required to Own the Buy Box 140 Ensuring buy-box eligibility 140 Meeting the quality metrics for winning the buy box 141 Thinking outside the buy box 144 Obtaining High-Quality Product Photos 144 Brushing up on Amazon’s product photo rules and restrictions 145 Procuring manufacturer photos 146 Taking your own photos 146 Outsourcing product photos 147 Checking out Amazon Imaging Services 148 Creating a Product Listing 149 Matching to an existing product listing 149 Creating a new product listing 151 Listing multiple products in bulk 155 Listing variations and bundles 159 Creating product subscriptions 162 Increasing Your Product Search Ranking on Amazon 164 Harnessing the power of the A9 algorithm 164 Checking out the competition 166 Using keywords to your advantage 166 Chapter 10: Fulfilling Customer Orders 171 Choosing an Order Fulfillment Method 172 Fulfillment by Amazon (FBA) 172 Fulfillment by Merchant (FBM) 174 Seller Fulfilled Prime 175 Drop-shipping 177 Using Fulfillment by Amazon (FBA) 178 Accounting for the costs 179 Knowing what to send and not send to FBA 182 Signing up for FBA 185 Preparing and shipping products to FBA 185 Removing inventory from FBA 190 Shipping Products Yourself: Fulfillment by Merchant (FBM) 193 Chapter 11: Helping Shoppers Find You and Your Products 195 Gaining Traction with Product and Seller Ratings and Feedback 195 Encouraging customers to review products 196 Improving your seller rating and feedback 199 Harnessing the Power of Search Engine Optimization (SEO) 200 Jazzing Up Your Listings with A+ Content 201 Driving Web Traffic from Outside Amazon to Your Product Listings 203 Generating buzz via social media 203 Creating a website or landing page 204 Using pay-per-click advertising 206 Chapter 12: Boosting Sales with Marketing and Advertising 207 Exploring Different Ad Types 208 Sponsored Products 208 Sponsored Brands 210 Sponsored Display 211 Amazon demand-side platform (DSP) 211 Custom ads 212 Deals and coupons 212 Optimizing Your Search Rank with Sponsored Product Ads 214 Letting Amazon target your Sponsored Product ad for you 214 Targeting your own Sponsored Product Ads 215 Evaluating and adjusting your ad campaigns 217 Boosting Brand Awareness with Sponsored Brands 219 Giving Your Shoppers an Added Incentive to Buy: Deals and Coupons 221 Offering special deals 221 Offering coupon discounts 223 Creating promotions 224 Taking Advantage of External Marketing Options 225 Dipping into social media marketing 226 Harnessing the power of influencer marketing 228 Firing Up Your Email Marketing Machine 229 Chapter 13: Focusing on Customer Service 231 Understanding Why Customer Satisfaction Is So Important 232 Laying the Groundwork for Quality Customer Service 233 Managing and Shipping Orders 234 Responding to Customer Questions, Concerns, and Complaints 235 Processing Returns, Refunds, and Cancellations 236 Handling returns 237 Issuing refunds 239 Following up on order cancellations 239 Managing Seller Feedback and Product Reviews 240 Monitoring and responding to seller feedback 241 Monitoring and responding to product ratings and reviews 243 Fielding A-to-Z Claims 244 Chapter 14: Building and Managing Your Own Webstore 247 Choosing Where to Build Your Webstore: Inside or Outside Amazon or Both 248 Weighing the pros and cons of building an Amazon Store 248 Weighing the pros and cons of building a webstore outside Amazon 249 Creating two webstores 250 Laying the Groundwork for Your Webstore 250 Choosing a unique and recognizable domain name 250 Deciding how to build your webstore 251 Categorizing your products 252 Gathering the essentials to build your store 254 Creating Your Amazon Store 257 Creating a Stand-Alone Webstore 259 Designing your storefront 259 Making sure you have everything in place 261 Chapter 15: Managing Your Inventory 263 Grasping the Importance of Inventory Management 263 Managing Inventory via Amazon’s Manage Inventory Page 264 Maintaining Sufficient Stock 266 Forecasting sales 266 Accounting for lead time 267 Replenishing FBA inventory 268 Setting up replenishment alerts 269 Avoiding FBA’s long-term storage fees 271 Getting Some Cash or Credit to Buy Inventory 272 Hitting Amazon up for a loan 272 Getting daily payouts with Payability 273 Making savvy use of credit cards 274 Financing with loans or lines of credit 274 Part 4: Taking Your Business to the Next Level 277 Chapter 16: Putting Additional Amazon Seller Tools to Work for You 279 Tracking Your Account’s Health and Performance 280 Checking your account health 280 Reviewing customer feedback 282 Monitoring and managing your A-to-Z Guarantee claims 282 Monitoring and managing your chargeback claims 283 Accessing Amazon’s performance notifications 284 Gaining additional insight via the Voice of the Customer feature 284 Improving your performance via Seller University 285 Dealing with Sales Tax 285 Grasping the basics of Marketplace Tax Collection 286 Using Amazon’s Tax Calculation Service (TCS) 287 Generating Business and Inventory Reports 289 Sales reports 289 Inventory reports 290 Payments reports 292 Customer concession reports 292 Removal reports 293 Managing Your Amazon Seller Account with the Mobile App 293 Getting the Amazon Seller Mobile App 294 Navigating the Amazon Seller Mobile App 294 Chapter 17: Building Your Own Brand (or Not) 297 Deciding Whether Branding Is Right for You 298 Creating Your Own Brand 299 Discover your purpose 299 Analyze your competition 300 Identify your target market 300 Identify your brand’s key benefits 301 Write a slogan 302 Visualize your brand 302 Work it: Reinforce your brand 302 Trademarking Your Brand 303 Registering your trademark on USPTO.gov 303 Streamlining the trademark registration process with IP Accelerator 304 Adding your trademark to the Amazon Brand Registry 305 Building a Brand with Private-Label Products 309 Chapter 18: Taking Advantage of Third-Party Tools and Service Providers 311 Taking Product Research to the Next Level 312 Managing the Backend of Your Ecommerce Business 313 Handling multi-channel integration 314 Streamlining order management 315 Simplifying inventory management 315 Automating price changes 316 Automating Feedback and Reviews 317 Finding Help through Amazon’s Service Provider Network 318 Chapter 19: Expanding Your Operations: B2B and Global Sales 321 Selling Products to Amazon as a Vendor 322 Weighing the pros and cons of selling to Amazon as a vendor 322 Increasing your chances of getting invited to become a vendor 323 Selling to Other Businesses 323 Getting up to speed on performance standards and rules 324 Managing business pricing and quantity discounts 325 Creating business-only offers 328 Enrolling in Amazon’s tax exemption program 329 Negotiating business prices 330 Expanding Your Operations Globally 331 Simplifying the process with FBA Export 331 Expanding your operations into other countries using Amazon Global Selling 333 Part 5: The Part of Tens 335 Chapter 20: Top Ten Advertising Tips 337 Get to Know the Different Ad Types 337 Test the Market with Automatic Targeting 338 Make the Most of Manual Targeting 339 Find Your Long-Tail Search Terms 339 Research Your Competitor’s Search Terms 340 Write Copy Specific to Your Product 340 Avoid These Common Search Terms Mistakes 341 Specify Negative Search Terms 342 Always Test and Track 343 Don’t Rush! Good Advertising Takes Time 343 Chapter 21: Ten Tips to Deliver Awesome Customer Service 345 Follow Amazon’s Rules and Updates 346 Respond in a Timely Manner 346 Be Honest 347 Be Empathetic 347 Go the Extra Mile 348 Ask Questions 348 Personalize Your Responses 349 Stay Calm 349 Remain Positive 350 Think Long Term 350 Chapter 22: Ten (Plus One) Tips to Find Best-Selling Products 353 Recognize Key Product Selection Criteria 354 Find a Niche 354 Sell What You Know and Love 355 Do Your Own Thing 355 Don’t Expect Seasonal Products to Sell Year-Round 356 Decide Whether to Pursue Best Sellers 357 Capitalize on Low Competition 357 Focus on Products That Sell for More than 20 Bucks 358 Check Competitors’ Reviews 359 Reduce Returns 359 Avoid Legal Issues 360 Index 361

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Book SynopsisThe metaverse is here. Are you ready? In?The Metaverse Handbook: Innovating for the Internet''s Next Tectonic Shift, a duo of experienced tech and culture experts delivers a can''t-miss guide to participating in the most promising new technology since the advent of the web. Through dozens of metaverse creator case studies and concise, actionable insights, you''ll walk away from this book understanding how to explore and implement the latest metaverse tech emerging from blockchain, XR, and web3. In The Metaverse Handbook, you''ll discover: What the metaverse is, why you should care about it, and how to build your metaverse strategy The history of the metaverse and primers on critical technologies driving the metaverse, including non-fungible tokens, XR, the blockchain, and web3 How to unearth unique metaverse opportunities in digital communities, commerce, and immersive experiences As the metaverse has raTable of ContentsAbout the Authors vi Acknowledgments ix Foreword xvii Introduction xxi Chapter 1 A Vision for the Metaverse in 2032 1 Extended Reality Emerges 3 Your Own Personalized Metaverse 4 The Rise of Bots and Digital Humans 6 The Ubiquitous Metaverse 9 Chapter 2 What Is the Metaverse? 11 From Snow Crash to Meta 13 Defining the Metaverse 19 The Metaverse Represents the Next Digital Shifts 21 Changes to Digital Identity 23 Changes to Digital Value 28 Digital Respect and Signaling Identity 30 Access to Exclusive Internet Experiences 31 Crowdfunding 2.0 33 Changes to Internet Immersion 36 It Starts with Web3 Communities 39 What’s the Metaverse’s Interface? 40 Preparing for the Metaverse 41 Chapter 3 Why You Should Care About the Metaverse Now 45 The Well-Timed Interest Geek 47 Interest Geeks of the Metaverse 50 Interest Geeks Over Power Brokers 53 Chapter 4 History of the Metaverse 57 La Réalité Virtuelle 58 The Early Internet 60 Early Virtual Worlds 62 Blockchain and Digital Assets 65 The Modern Metaverse 68 Chapter 5 The Metaverse Building Blocks 75 The Main Metaverse Tools 78 The Secondary Metaverse Tools 82 Building Your First Metaverse Asset 85 Chapter 6 Enter the Metaverse 87 Sandbox Metaverses 92 Decentraland 93 The Sandbox 103 Cryptovoxels 105 Somnium Space 105 Honorable Mentions 106 Gaming Metaverses 108 Miscellaneous Metaverses 114 Digital Presence 114 Phygital Commerce 115 Readymade Metaverse Environments 116 Social VR Worlds 117 The Mass Migration to the Metaverse 118 Chapter 7 Metaverse Assets 121 What We Will Own in the Metaverse 125 Avatars 126 Accessories 129 Objects 132 Real Estate 134 Metaverse Asset Management 136 Chapter 8 Challenges of the Metaverse 139 Interoperable Economies 140 Interoperable Graphics and Hardware 145 The Negative Narratives of the Metaverse 147 Chapter 9 Your Metaverse Plan 151 Designing Your Metaverse Plan 152 For Brands and Corporations with IP 153 For Entertainers 156 For Metaverse Interest Geeks 157 Further Reading at MetaverseQT.com 158 Index 161

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Book SynopsisPractical advice for managers on how the Web and social media can help them to do their jobs better Today's managers are faced with an increasing use of the Web and social platforms by their staff, their customers, and their competitors, but most aren't sure quite what to do about it or how it all relates to them.Trade Review'So much more than a business book; it is full of excellent advice, easy to assimilate and is relevant to anyone who wants to understand more about social media in the real world.' (Hotbrandscoolplaces.com, February 2012) A passionate treatise on what it means to be social in our world of corporate communications.' (Simply-communicate.com, February 2012) 'This uniquely people-centric guide to social media in the workplace offers managers, at all levels, valuable insights into the networked world.' (Flybe Magazine, March 2012) '... there is something in this book for everyone. I'd love to place a copy in the hand of every HR director and CEO in the country. It would be transformational. Trust me, read this. It really is that good.' (People Management, March 2012) 'I recommend the book to anyone thinking about taking part in social media and to managers who want to know what to do about social media in their department or organisation.' (Indigoblue.co.uk, 16th April 2012) 'The book talks through the challenges and ideas of how social media can be used and should be used within an organization.' (optimumexposure.co.uk. March 2012) With the social web being used by staff, customers and competitors, this book helps you harness its business potential.' (Director, March 2012) '...offers managers, at all levels, valuable insights into the networked world.' (CityJet Magazine, March 2012) ' You won't find a better, more accessible read about the value and potential of social media anywhere.' (workessence.co.uk, March 2012) 'There is something in this excellent book for everyone.' (People Management, April 2012) 'There is plenty of good sense in this book about the democratising potential of these new networks, their resistance to tidy structures, and the way they undermine old command-and-control cultures' (Management Today, April 2012) 'I highly recommend this book to anyone interested in social media, especially those new to blogging or tweeting.' (blogspot.co.uk, March 2012)Table of ContentsForeword by Andrew McAfee ix Introduction 1 1. We All Need to Grow Up 5 2. Ten Steps to Success with Technology 9 3. The Ultimate in Democracy 15 4. Leaving a Trace 21 5. Evolution on Steroids 27 6. “Writing Ourselves into Existence” 33 7. Literacy Re-discovered 39 8. Mass Illiteracy 45 9. Stating the Obvious 51 10. Volume Control on Mob Rule 57 11. Dealing with a Boss Who Doesn’t “Get It” 63 12. The More You Give the More You Get 69 13. “Ooh, That’s Interesting” 73 14. The Network of Networks 79 15. Real Leaders Have Followers 85 16. Real Friends 91 17. Too Much of a Good Thing 97 18. Globally Distributed Conversations 103 19. Conversations Can Only Take Place Between Equals 109 20. Management by Being Interested 115 21. Asking the Right Questions 123 22. The Meaning of True Collaboration 129 23. War of the Worlds 135 24. The Inside is Becoming the Outside 141 25. Your Staff are Your Best Advocates 145 26. Creatively Messy 151 27. Innovation and the Forces of Disruption 157 28. No Such Thing as Conscripts 163 29. Heading into the Great Unknown 169 30. Be Strategically Tactical 175 31. Back to Front ROI 181 32. The Price of Pomposity 187 33. Managing the Mess 193 34. We Need More Rubbish 199 35. Lines in the Sand 205 36. Small Pieces Loosely Joined 211 37. Unleash Your Trojan Mice 217 38. Don’t Feed the Trolls 223 39. When the Shit Hits the Fan 229 40. Crisis Management 235 41. The Best Way to be Safe is to be Open 241 42. Radical Transparency 247 43. The Revolution is Within 253 44. It’s Your Party . . . 257 45. A Final Word 263 A Note About Technology 267 Reading List 271 About Euan Semple 273 Index 275

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Book SynopsisWorking Backwards is an insider''s breakdown of Amazon''s approach to culture, leadership, and best practices from two long-time Amazon executiveswith lessons and techniques you can apply to your own company, and career, right now. In Working Backwards, two long-serving Amazon executives reveal the principles and practices that have driven the success of one of the most extraordinary companies the world has ever known. With twenty-seven years of Amazon experience between themmuch of it during the period of unmatched innovation that created products and services including Kindle, Amazon Prime, Amazon Studios, and Amazon Web ServicesBryar and Carr offer unprecedented access to the Amazon way as it was developed and proven to be repeatable, scalable, and adaptable.With keen analysis and practical steps for applying it at your own companyno matter the sizethe authors illuminate how Amazon's fourteen leadership principles inform decision-making at all

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Book SynopsisUsing image and film advertisements, interviews, social media and public and private archives, Luxury Fashion and Media Communication offers an interdisciplinary approach to analyzing the value of the luxury object. Regular reports on consumption in media and frequent advertising on social media have allowed people all over the world to share in the issues and development of luxury; but how is it communicated, and how has it affected the consumer?An international range of scholars explore the material and immaterial value and meaning of luxury, how it is materialized and how it is communicated between the luxury industry and the consumer. Investigating French, Italian and Spanish luxury brands and their communication strategies on the global market, and including two chapters focusing specifically on the Chinese and American markets, they examine the ambiguity of the luxury commodity. This volume shows particularly the conflicting narratives between the idea of exclusivity and hTrade Review[A] sparkling collection ... Luxury Fashion and Media Communication provides new viewpoints on material and immaterial themes, establishing itself as an indispensable text in this rapidly emerging field. * John Armitage, University of Southampton, UK *Capturing the conflicting narratives around luxury, the editors have effectively brought together scholars, offering various perspectives on media communication as a source for expressing that luxury is something beyond the ordinary. * Ruth Marciniak, GCU London, UK *An important addition to academic studies of fashion and luxury as forms of communication. * Nick Rees-Roberts, Université Sorbonne Nouvelle, France *Table of ContentsList of Illustrations List of Contributors Introduction Paula von Wachenfeldt & Magdalena Petersson McIntyre 1. Contemporary Luxury and the Communication of Jewellery Patrizia Calefato 2. Sensing Luxury: The Meaning and Embodiment of Objects in Film Commercials Paula von Wachenfeldt 3. Selling luxury: Guided Sensory Communication in the Perfume Store Magdalena Petersson McIntyre 4. Chanel’s Ascent to the Pinnacle of Luxury: A Triadic Model of Evolution for Luxury Brands Thomaï Serdari 5. Sketching agencies, intellectual property rights, and the mediations of luxury Véronique Pouillard 6. Strategical capabilities of luxury fashion: The case of Loewe Isabel Garcia Hiljding & Lourdes Susaeta 7. From Tween to Teenagers: The meaning and consumption of luxury amongst children Yasmin Sekhon Dhillon 8. Motivations, expression, and media: Symbolic consumption of luxury brands in China Emma Björner and Xinxin Liu 9. Luxury Fashion Brands and ethicality: The importance of expressing one’s true self Gwarlann De Kerviler Index

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Book SynopsisTable of ContentsForeword xi Preface xiii Acknowledgments xv Introduction xvii 1 The Great Devaluation 1 Central Banks 2 The Fed 4 2 Digital Money Tree 7 New Money 9 New Ways to Spend 11 3 First- Gen Giants 13 Cypherpunk 14 Disruptive Tech 17 4 Genesis Block 21 A Culture Is Born 25 Bitcoin for President 26 5 A Short Course in Blockchain 29 Blockchain 101 29 Blockchain 201 32 Blockchain 365 34 6 A Necessary Evil 35 Silk Road 37 The Streisand Effect 41 7 “Mo’ Money, Mo’ Problems” 43 BitInstant 45 Regulators Take Notice 47 8 What the Fork? 49 Shots Fired 52 ASICBoost 55 9 The Future Is Born 59 The Ethereum Team 61 Blast Off 62 The DAO 63 10 Digital Gold Transformation 67 Bitcoin Becomes Digital Gold 68 Halving 70 11 Crypto Turning Point 73 Buy Bitcoin 74 Moonboys and Lambos 77 12 New Layer to the Internet 79 DeFi 81 The Challengers 83 13 Brave New World 87 Stablecoins 87 Oracles 88 Memecoins 89 Community Coins 90 14 Investment Prep 91 Step One: Researching 92 Step Two: Choosing 94 Step Three: Deploying Capital 97 15 Tips of the Trade 99 Trading Tokens 100 Some Trading Caveats 102 Trader Training 103 Types of Trading 105 Risk Management 107 Nothing Ventured, Nothing Gained 107 16 Non- Fungible Tokens (NFTs) 109 Historical NFTs 110 The Next Generation 111 The Next-Next Generation 114 17 Web3 and the Metaverse 117 The Metaverse 121 Not a New Idea 123 18 Crypto FUD 127 The Long Arm of the Law 128 19 Crypto Warnings 133 Hackers 133 Scammers 135 Contagion 140 20 The Future of Crypto 141 Crypto Grows Up 141 Stablecoins 142 Blockchain Equities 143 The Flippening 143 Regenerative Finance 144 Universal Basic Income 146 21 Where Do You Go from Here? 149 Community Is Key 149 Mainstream Takes Time 151 Embrace Change 151 Appendix: Essential Resources and Tools of the Trade 153 Notes 159 Index 195

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Book SynopsisA penetrating look at how web3 will shape our shared future In The Future of Community: How to Leverage Web3 Technologies to Grow Your Business, a team of web3 visionaries and tech-savvy executives delivers a groundbreaking new take on the seismic impact web3 is havingand will continue to haveon our technological and social landscapes. The authors discuss why web3 really is the next big thing to shape our digital and offline futures and how it will transform the world. You'll discover a whole host of web3 applications poised to excite and disrupt industries around the world, from fan tokens that reshape how we think about interactions between artists and fans to self-sovereign identities on the blockchain that allow you to take full control over how your personal data is used and collected online. You'll also find: Insightful explorations of technologies and techniques like tokenization, decentralized marketplaces, decentralized autonomous organizations, and moreExplanations of how webTable of ContentsForeword ix Authors’ Note xv Introduction: What Is the Future of Community? 1 1 Back to the Future 5 2 Three Men and a Pool 35 3 The Power of Web3 45 4 More than a Cartoon Party: Supercharging the Creator Economy 69 5 Building Community the Right Way 83 6 Mic Check 1, 2: A New Way to Communicate 105 7 The Perfect Playbook: How to Make the Right Calls 133 8 The Rise of the Machines: How AI Will Affect Us All 157 9 Liars, Cheaters, Scammers, and Cash Grabbers 167 10 The Future of Work 179 11 The Future of Community 199 Acknowledgments 217 About the Authors 221 Index 225

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Book SynopsisTimothy Hughes, based in London, UK, is co-founder and CEO of the global social selling company, DLA Ignite. He was listed as one of the top eight sales experts to follow globally by LinkedIn in 2021 and has been ranked as one of the most influential people in social selling by Onalytica. As a universally recognized pioneer and exponent of social selling, Hughes has advised and helped many organizations achieve their social selling and influencer marketing objectives. He is the co-author of Smarketing, also published by Kogan Page.Trade Review"Social selling is no longer optional for salespeople today. Getting attention on platforms that buyers now use and being able to initiate conversations is the difference between winning and losing. Tim Hughes has written a great book that provides the skills you need to win in today's hyper connected and highly competitive world." * Graham Hawkins, CEO & Founder SalesTribe *"Social selling is still misunderstood. It isn't about how to sell through messaging all your LinkedIn connections, it is about earning influence. Tim Hughes is an authority on the topic and this book is the ultimate guide to building or refining your social selling strategies to increase your influence and sales. Get your stationery ready to highlight key points and make notes." * Jo Saunders, LinkedIn Demystifier | Strategist | Trainer | Author of Connectfluence *"Social Selling is the definitive blueprint required to implement a world-class strategy that will drive increased revenue based upon practical application. There are a lot of books that talk about social selling, but they fall short. Tim Hughes shares a mix of proven processes, tools, and personal anecdotes that show how his success can become yours, that you can immediately add to your sales arsenal to supercharge your business!" * Roderick Jefferson, Senior Vice President, Enablement | Bestselling Author | Global Keynote Speaker *"This is not a business book, it is a definitive and vital guide to social selling, a must read and must have for every business owner, entrepreneur, marketer and sales professional! Tim has compiled a comprehensive step by step resource and playbook which will positively transform your relationship building, increase your bottom line and see phenomenal return on your investment." * Jaz Greer, CEO Make A Difference *"Digital dominance, or owning your vertical's narrative on digital, is critical in social media strategy. Tim Hughes gives you the digital dominance secrets you need to implement a winning game plan. Every marketer needs to read this book!" * Terri Nakamura, Designer | Writer and Social Media Consultant | Author of Blogging on Instagram *"A network gives you reach... but a community gives you power. It's time to stop making excuses and start bringing in personal social skills to the digital world. Tim Hughes understands this critical issue, and this book give you the tools to make it happen." * Ted Rubin, Speaker | Author | Strategic Advisor... Provocateur *"Digital has thrown a spanner into the works of traditional B2B Marketing. With this book, Tim Hughes provides light in the darkness for today's digital marketing, highly recommended." * Joel Harrison, editor-in-chief, B2B Marketing *"This book is a must-read for sellers wanting to hone their craft in buyer engagement. If you want to get ahead of the competition knowledge is powerful and the skill of social selling will give you the step up necessary." * Janice B Gordon, Customer Growth Expert, Scale Your Sales *"Tim Hughes has taken his already powerful, revolutionary book on social selling to the next level. Social selling is no longer a fad, but a core tenant of modern selling. Tim has seen this evolution and his book is for those who want to stay ahead of the game." * Keenan, CEO of A Sales Growth Company | Author of Gap Selling *"Tim Hughes' first book is one of my go-to books when thinking about the concept of social selling and on developing 'social organisations'. The world changed and the way that people buy continues to evolve. It provides actionable advice to sales and marketing teams on how to embrace social and Tim's thinking is always ahead of the game." * Samantha Andrews, Global Marketing Director, GPA Global *"People are the key to digital transformation. As digital technologies proliferate and humans begin to share work with AI and robots, it is the people who excel at being human who will thrive. In this book, Tim Hughes explains that executives that invest to enable people to network and build relationships virtually will have the necessary foundation for winning today and in the future." * Lenwood M. Ross, Founder and CEO, Accelery, Inc. *"This book walks you through the reality of the post-pandemic world, defines what a digital organization must be and outlines the detailed steps of making that a reality within your organization. It is a must read for anyone leading or executing within a business of any size today." * Robert M Caruso, EngageDigitalInc.com @fondalo *"The world of sales has changed, you can no longer rely on cold calls and spam emails to make your number. Tim Hughes has created a practical methodology that teaches sellers how to engage like a real human on digital and win." * Andy Paul, Author and Creator of Sell Without Selling Out *"This update is a practical guide for every sales professional who wants digital success in a world that becomes more digital every day. If you want to boost your sales success online this book is a must!" * Leigh Ashton, Founder and CEO - The Sales Consultancy *"A real gem of a book that gets you started on your social selling journey, providing all your key enablers to build a culture of social selling, and making this daunting subject easy to understand. A simple read that demystifies social selling so you can get involved." * Chris Learmonth, Managing Director - BMW & MINI Park Lane *"I bought the first edition of Social Selling in 2018, and immediately applied some of the very actionable advice in the book, refining my entire digital networking and marketing strategy. I can't recommend the new edition strongly enough." * Michael O’Connor, Founder of the Service Professionals Network *"The problem with sales books today is pre-covid thinking. In this second edition Hughes has really taken the time to update the book with modern case studies and chapters that make it relevant and a must for sales people in the post-covid world." * Ian Moyse, Cloud Industry Leader and Influencer *Table of Contents Chapter - 00: Introduction to Social Selling; Chapter - 01: Community and Tribalism; Chapter - 02: Your Identity Within Social Networks; Chapter - 03: Talking to Strangers; Chapter - 04: Controlling Influence; Chapter - 05: The Mechanics of Traditional Sales; Chapter - 06: Moving from an Analogue to a Social Mindset; Chapter - 07: Selling the Idea of Social Selling and Measuring Success; Chapter - 08: How to Use Technology to Your Advantage; Chapter - 09: Digital Maturity; Chapter - 10: The Digital Organization Practitioner; Chapter - 11: Five Steps to Getting You Started

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Book SynopsisTimothy Hughes, based in London, UK, is co-founder and CEO of the global social selling company, DLA Ignite. He was listed as one of the top eight sales experts to follow globally by LinkedIn in 2021 and has been ranked as one of the most influential people in social selling by Onalytica. As a universally recognized pioneer and exponent of social selling, Hughes has advised and helped many organizations achieve their social selling and influencer marketing objectives. He is the co-author of Smarketing, also published by Kogan Page.Trade Review"Social selling is no longer optional for salespeople today. Getting attention on platforms that buyers now use and being able to initiate conversations is the difference between winning and losing. Tim Hughes has written a great book that provides the skills you need to win in today's hyper connected and highly competitive world." * Graham Hawkins, CEO & Founder SalesTribe *"Social selling is still misunderstood. It isn't about how to sell through messaging all your LinkedIn connections, it is about earning influence. Tim Hughes is an authority on the topic and this book is the ultimate guide to building or refining your social selling strategies to increase your influence and sales. Get your stationery ready to highlight key points and make notes." * Jo Saunders, LinkedIn Demystifier | Strategist | Trainer | Author of Connectfluence *"Social Selling is the definitive blueprint required to implement a world-class strategy that will drive increased revenue based upon practical application. There are a lot of books that talk about social selling, but they fall short. Tim Hughes shares a mix of proven processes, tools, and personal anecdotes that show how his success can become yours, that you can immediately add to your sales arsenal to supercharge your business!" * Roderick Jefferson, Senior Vice President, Enablement | Bestselling Author | Global Keynote Speaker *"This is not a business book, it is a definitive and vital guide to social selling, a must read and must have for every business owner, entrepreneur, marketer and sales professional! Tim has compiled a comprehensive step by step resource and playbook which will positively transform your relationship building, increase your bottom line and see phenomenal return on your investment." * Jaz Greer, CEO Make A Difference *"Digital dominance, or owning your vertical's narrative on digital, is critical in social media strategy. Tim Hughes gives you the digital dominance secrets you need to implement a winning game plan. Every marketer needs to read this book!" * Terri Nakamura, Designer | Writer and Social Media Consultant | Author of Blogging on Instagram *"A network gives you reach... but a community gives you power. It's time to stop making excuses and start bringing in personal social skills to the digital world. Tim Hughes understands this critical issue, and this book give you the tools to make it happen." * Ted Rubin, Speaker | Author | Strategic Advisor... Provocateur *"Digital has thrown a spanner into the works of traditional B2B Marketing. With this book, Tim Hughes provides light in the darkness for today's digital marketing, highly recommended." * Joel Harrison, editor-in-chief, B2B Marketing *"This book is a must-read for sellers wanting to hone their craft in buyer engagement. If you want to get ahead of the competition knowledge is powerful and the skill of social selling will give you the step up necessary." * Janice B Gordon, Customer Growth Expert, Scale Your Sales *"Tim Hughes has taken his already powerful, revolutionary book on social selling to the next level. Social selling is no longer a fad, but a core tenant of modern selling. Tim has seen this evolution and his book is for those who want to stay ahead of the game." * Keenan, CEO of A Sales Growth Company | Author of Gap Selling *"Tim Hughes' first book is one of my go-to books when thinking about the concept of social selling and on developing 'social organisations'. The world changed and the way that people buy continues to evolve. It provides actionable advice to sales and marketing teams on how to embrace social and Tim's thinking is always ahead of the game." * Samantha Andrews, Global Marketing Director, GPA Global *"People are the key to digital transformation. As digital technologies proliferate and humans begin to share work with AI and robots, it is the people who excel at being human who will thrive. In this book, Tim Hughes explains that executives that invest to enable people to network and build relationships virtually will have the necessary foundation for winning today and in the future." * Lenwood M. Ross, Founder and CEO, Accelery, Inc. *"This book walks you through the reality of the post-pandemic world, defines what a digital organization must be and outlines the detailed steps of making that a reality within your organization. It is a must read for anyone leading or executing within a business of any size today." * Robert M Caruso, EngageDigitalInc.com @fondalo *"The world of sales has changed, you can no longer rely on cold calls and spam emails to make your number. Tim Hughes has created a practical methodology that teaches sellers how to engage like a real human on digital and win." * Andy Paul, Author and Creator of Sell Without Selling Out *"This update is a practical guide for every sales professional who wants digital success in a world that becomes more digital every day. If you want to boost your sales success online this book is a must!" * Leigh Ashton, Founder and CEO - The Sales Consultancy *"A real gem of a book that gets you started on your social selling journey, providing all your key enablers to build a culture of social selling, and making this daunting subject easy to understand. A simple read that demystifies social selling so you can get involved." * Chris Learmonth, Managing Director - BMW & MINI Park Lane *"I bought the first edition of Social Selling in 2018, and immediately applied some of the very actionable advice in the book, refining my entire digital networking and marketing strategy. I can't recommend the new edition strongly enough." * Michael O’Connor, Founder of the Service Professionals Network *"The problem with sales books today is pre-covid thinking. In this second edition Hughes has really taken the time to update the book with modern case studies and chapters that make it relevant and a must for sales people in the post-covid world." * Ian Moyse, Cloud Industry Leader and Influencer *Table of Contents Chapter - 00: Introduction to Social Selling; Chapter - 01: Community and Tribalism; Chapter - 02: Your Identity Within Social Networks; Chapter - 03: Talking to Strangers; Chapter - 04: Controlling Influence; Chapter - 05: The Mechanics of Traditional Sales; Chapter - 06: Moving from an Analogue to a Social Mindset; Chapter - 07: Selling the Idea of Social Selling and Measuring Success; Chapter - 08: How to Use Technology to Your Advantage; Chapter - 09: Digital Maturity; Chapter - 10: The Digital Organization Practitioner; Chapter - 11: Five Steps to Getting You Started

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Book SynopsisMichelle Carvill is Founder of Carvill Creative - a social media marketing agency whose clients include the BBC, Nuffield Health and Norbord. Passionate about the digital future she advises clients on online marketing communication and social media strategies, and leads a team delivering practical social media planning and daily management. She is the author of Get Social, published by Kogan Page.Ian MacRae is a work psychologist, consultant, speaker, author and Managing Director of High Potential Psychology. He works with, and writes about, a wide range of topics relating to psychology and the workplace. He developed the High Potential Traits Inventory (HPTI), a personality assessment which has been translated into dozens of languages and used by over 50,000 people around the world. Myths of Social Media is his fifth book, he is co-author of Motivation and Performance and Myths of Work, also part of the Business MytTable of Contents Chapter - 00: Introduction; Chapter - 01: Social media is a waste of time; Chapter - 02: All social networks do the same thing; Chapter - 03: Social media isn’t that influential; Chapter - 04: Social media replaces real-life networking; Chapter - 05: Social media marketing is a dark art; Chapter - 06: It’s not worth responding to criticism on social media; Chapter - 07: Sharing more content is always better; Chapter - 08: Social media is free; Chapter - 09: Social media can replace your business website; Chapter - 10: Social media activity is purely a marketing function; Chapter - 11: Social media cannot be done well in-house; Chapter - 12: Social media means my business has to be available 24/7; Chapter - 13: Social media is no use for internal communications; Chapter - 14: Employees know what is expected of them on social media; Chapter - 15: Social media is not effective for business development; Chapter - 16: It’s not possible to measure social media ROI; Chapter - 17: Digital natives are all social media experts; Chapter - 18: Social media influencers are a new phenomenon; Chapter - 19: People have different personalities on social media; Chapter - 20: Saying the wrong thing on social media will get me cancelled; Chapter - 21: Public social media profiles are fair game for employers and recruiters; Chapter - 22: Business leaders don’t need a presence on social media; Chapter - 23: Social media is full of #fakenews; Chapter - 24: Social media is the best source of information; Chapter - 25: Social media intensifies information bubbles; Chapter - 26: Social media is not strategic; Chapter - 27: Social media is purely for broadcasting; Chapter - 28: Oversharing on social media can reveal trade secrets; Chapter - 29: Being active on social media lets me control my digital footprint; Chapter - 30: Social networks will protect my data

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Book SynopsisTrade Review“In the six weeks following the first webinar I did based on the principles Russell Teaches in Expert Secrets, I sold more than I had the previous year.” —Alison J. Prince, BecauseICan, creator of the 0-100k System “Russell Brunson teaches internet marketing in such a way that anyone can do it. He taught me that you need three things: a colorful character, a cause, and to transform people. Webinars as Russel teaches them really transformed my business.” —Liz Dunoon, The 10 Minute Tutor, author of Helping Children with Dyslexia“Russell Brunson is incredible. I’ve been with other coaches, incredible coaches, and what Russell’s done is take abstract ideas and packages them neatly into little steps and principles. He’s allowed me to see what I was doing, I just couldn’t put words to it. Russell has a gift for putting powerful things into step-by-step formulas. —Setema Gali, author of Winning After the Game“Russell’s advice has helped me keep my business lean. For the past nine years I’ve been able to live in 65 different countries and support myself with the sale of just one ebook that costs $67.00. I’ve sold over 100,000 copies. We’ve started other businesses as well.” —Jacob Hiller, athletic performance coach and creator of The Jump Manual“If it wasn’t for Expert Secrets, it would have been impossible to grow my business the way I have. Russell has already figured out what works and what doesn’t. I’ve been able to help over 350,000 women with my program, and that wouldn’t have been possible without the information I learned from Russell.”—Kaelin Poulin, co-founder of LadyBoss Weight Loss “Russell is a genius. The only two books that I ever recommend to my teams or my clients are Dotcom Secrets and Expert Secrets for marketing and for positioning in today’s marketplace.” —Garrett J. White, founder of the Wake Up Warrior movement and author of Warrior Book“Implementing the program outlined in Expert Secrets was life changing for me. I’ve been able to duplicate my income as a chiropractor simply by teaching other chiropractors what I learned in this book. I am forever grateful to Russell.” —Dr. Chad Woolner, DC, Align Integrated Medical Clinic“Expert Secrets taught me the importance of putting together and building a solid culture in whatever you’re doing. When you become an expert, it’s vital to also build a culture and community around your movement. I’m able to help so many more people around the world now because of what I’ve learned from Russell.” —Liz Benny, The Queen of Kapow, entrepreneur and business coach"Expert Secrets helps me better teach branding and marketing to my stylist students."—Danielle White, founder of DKW Styling

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Book SynopsisBased on fifteen years' experience teaching e-Business modules, Feng Li takes the reader through the vast range of topics and issues surrounding e-business. This much-needed new text gives business and technology students the integrated framework they need to interpret conflicting and rapidly changing business phenomena. A coherent introduction to e-business. Features case studies of the transformation of various industries, including banking, the music industry, e-tailing, the telecoms industry, and e-public services. Discusses emerging issues such as privacy, security, identity and presence in the cyber world, Internet marketing, legal, regulatory, social and political issues. Supported by online lecturer and student resources, available soon. Trade Review"This book provides a comprehensive roadmap that helps to understand the complicated and multi-faceted phenomenon of E-Business. It bridges real examples of the many ways E-Business is used to augment, substitute, disrupt, and dis-intermediate the normal practices of business with the relevant academic views of the same. The result is a powerful tool for practitioners and academics that allows the reader to drill down on these issues in whatever depth is desired." Thomas H. Brush, Purdue University "This book is refreshingly well-written and thought provoking. Grounded in appropriate theory and literature, it provides a most welcome addition to the e-business literature." Professor Michael D Williams, Swansea UniversityTable of ContentsPreface xiii Acknowledgements xvii 1 Introduction 1 2 What Is E-Business and Does It Still Matter? 8 Part I The New E-Business Environment 25 3 The ‘ICT Revolution’ and the Information Economy 29 4 The Network Economy: New Rules of the Game 52 5 How the Internet Redefines Organizational Boundaries: A Transaction Cost Analysis 66 Part II Emerging Strategies and Business Models in the Network Economy 79 6 New Strategies for the Network Economy: Web Strategy, Business Unbundling and Virtual Organizations 83 7 Managing Disruptive Strategic Innovations in the New Economy 102 8 Strategic Reorientations in the Network Economy: From Products and Services to Solutions and Experiences 119 9 Emerging E-Business Models in the Network Economy 133 Part III Organizational Innovations through Information and Communications Technologies (ICTs) 147 10 Structural Innovations and Emerging Forms of Organization 151 11 Process Innovations: Beyond Business Process Reengineering 171 12 New Work Organization and New Ways of Working: From Teleworking to Virtual Teams 183 13 Inter-Organizational Innovations through Inter-Organizational Information Systems 197 14 Conclusions and Emerging Issues 212 Appendix I Developing a Launch-Ready E-Business Plan: Putting Theory into Practice (Assignment I) 225 Appendix II Developing an Online E-Business Resource Portal: Who is Who in E-Business (Assignment 2) 228 Appendix III Developing an E-Business Resource Portal and Online Forum: E-Business Wikipedia (Assignment 3) 231 Bibliography 233 Index 241

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Book SynopsisIt is 5 years since the publication of the seminal paper on “Design Science in Information Systems Research” by Hevner, March, Park, and Ram in MIS Quarterly and the initiation of the Information Technology and Systems department of the Communications of AIS.Table of Contentsto Design Science Research.- Design Science Research in Information Systems.- Design Science Research Frameworks.- On Design Theory.- Twelve Theses on Design Science Research in Information Systems.- A Science of Design for Software-Intensive Systems.- People and Design.- Software Design: Past and Present.- Evaluation.- The Use of Focus Groups in Design Science Research.- Design and Creativity.- A Design Language for Knowledge Management Systems (KMS).- On Integrating Action Research and Design Research.- Design Science in the Management Disciplines.- Design Science Research in Information Systems: A Critical Realist Approach.- Design of Emerging Digital Services: A Taxonomy.- Disseminating Design Science Research.- Design Science Research: Looking to the Future.

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Book SynopsisTake advantage of Facebook to promote brands, products, and services. With The Facebook Marketing Book, you'll learn proven tactics that you can use right away to build your brand and engage prospective customers.

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Book SynopsisValued at $25 billion following its IPO in 2014, JD.com (Jingdong) is China's second largest e-commerce company (behind its rival Alibaba) and leads the way in sales of consumer electronics and books. Through unprecedented access to the inner-workings of JD.com and its founder, Richard Liu, and other main players, this book offers the most detailed examination of the success behind one of China's most successful companies of recent times. Founded in 1998 as an online magneto-optical store, the company evolved into selling books, CDs, videos and consumer electronics online on an enormous scale. In 2014, Asia's largest Internet company, Tencent, acquired a 20% stake in JD.com, which made the company the No.2 online retailer in China, and thus triggering a fierce battle with Alibaba for dominance in the China market. The story of JD.com's growth, and the strategies and philosophy of its charismatic founder, is featured in this fascinating book.

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Book SynopsisTrade Review“Gary is a masterful entrepreneur with a gift for communication that cuts through all the bullshit that can often hinder one’s success. We share the same simplistic business philosophy which is why we’ve become good friends: Be willing to put in the hard work. And always be grateful. Crushing It! is a must-have for all individuals who want to be the best at what they do.” — Dwayne “The Rock” Johnson “The name GaryVee has become synonymous with motivating an entire generation. No one understands the power of social media better than Gary, because none of what he preaches is theory—it’s an understanding born from his deep experience in business and in life.” — Casey Neistat “Gary is helping to calibrate the desires and expectations of a new generation searching for a way to break through the noise. He’s loud, he’s high energy—and he’s exactly right.” — John Mayer Vaynerchuk identifies the most important components that contribute to successful online marketing in a personable, lively way. Going beyond simple “how-to” guides for the various platforms, he gets at the heart of what it takes to succeed in a competitive environment. Recommended for anyone looking to get started online or increase their media currency. — Laurel Tacoma, Fairfax Cty. P.L., VA

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Book SynopsisA leading behavioral economist reveals the tools that will improve our decision making on screensOffice workers spend the majority of their waking hours staring at screens. Unfortunately, few of us are aware of the visual biases and behavioral patterns that influence our thinking when we’re on our laptops, iPads, smartphones, or smartwatches. The sheer volume of information and choices available online, combined with the ease of tapping buy, often make for poor decision making on screens.In The Smarter Screen, behavioral economist Shlomo Benartzi reveals a tool kit of interventions for the digital age. Using engaging reader exercises and provocative case studies, Benartzi shows how digital designs can influence our decision making on screens in all sorts of surprising ways. For example: • You’re more likely to add bacon to your pizza if you order online. • If you read this book on a screen, you&rsqu

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