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Citizen Marketers: When People Are the Message, by Ben McConnell, Jackie Huba
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The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year s block-buster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services.
Who are they? What motivates them? Marketing experts Jackie Huba and Ben McConnell explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enthusiasts and evangelists. From the rough to the sophisticated, the user-generated media of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies customer relationships, product design, and marketing campaigns, whether they participate willingly or not.
- Sales Rank: #1837845 in Books
- Published on: 2006-12-01
- Released on: 2006-12-01
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .49" w x 6.00" l, .99 pounds
- Binding: Hardcover
- 224 pages
Review
A solid... insightful explanation of how the Internet has armed the consumer -- which is to say, everyone -- against the mindless blather of corporate messaging attempts. Drop everything and read this book --The Wall Street Journal
In the Internet age, the medium is no longer the message. As Ben McConnell and Jackie Huba show in this extraordinary book, people are now the message. Tens of millions of intrinsically motivated, self-expressive amateur content creators are overturning the old marketing orthodoxies. Citizen Marketers is a brilliant guide to this new landscape. It bursts with so many fresh insights and so much smart advice, you'll need a second highlighter --Daniel H. Pink, author of A Whole New Mind and Drive
Citizen Marketers has really inspired my thinking and the direction I am taking with my marketing team. Jackie Huba and Ben McConnell have convinced me of the way to engage today's consumer and provide a roadmap for how to do it. --Cammie Dunaway, former Chief Marketing Officer, Yahoo!
From the Inside Flap
The woman sitting next to you at Starbucks focused intently on her laptop may just be determining the next big thing. In coffee houses, offices, homes, dorm rooms, and airport lounges around the world, millions of people use laptops and cell phones to become today's new publishers and broadcasters. Armed with only a broadband connection, these regular citizens are exercising enormous influence on culture and what we buy. Who are they? What motivates them? In their provocative new book, Citizen Marketers, Ben McConnell and Jackie Huba explore the ramifications of today's burgeoning social media. As everyday people increasingly create content on behalf of companies, brands, or products—to which they have no official connection—they are turning traditional notions of media upside down. Collaborating with others just like themselves, they are forming ever-growing communities of enthusiasts and evangelists using videos, photos, songs, and animations, as well as the "user-generated media" of blogs, online bulletin boards, and podcasts. From the rough to the sophisticated, their creations are influencing companies' customer relationships, product design, and marketing campaigns—whether the companies participate willingly or not. Whether freeing Fiona Apple, building buzz for Snakes on a Plane, or denouncing Dell Hell, citizen marketers are democratizing traditional notions of communication and marketing, even entire business models. Citizen Marketers examines some of the early winners and losers in this new culture of business, as well as some of its most noted constituents.
From the Back Cover
Advance Praise for Citizen Marketers: "In the Internet age, the medium is no longer the message. As Ben McConnell and Jackie Huba show in this extraordinary book, people are now the message. Tens of millions of intrinsically motivated, self-expressive amateur content creators are overturning the old marketing orthodoxies. Citizen Marketers is a brilliant guide to this new landscape. It bursts with so many fresh insights and so much smart advice, you'll need a second highlighter."
—Daniel H. Pink, author of A Whole New Mind and Free Agent Nation "Citizen Marketers has really inspired my thinking and the direction I am taking with my marketing team. Jackie Huba and Ben McConnell have convinced me of the way to engage today's consumer and provide a roadmap for how to do it."
—Cammie Dunaway, Chief Marketing Officer, Yahoo! Praise for Creating Customer Evangelists:
"[Creating Customer Evangelists] is the new mantra for entrepreneurial success."--The New York Times "An inspiring and thorough book packed with real-life examples, action items, and insights."--Emanuel Rosen, author of The Anatomy of Buzz
Most helpful customer reviews
0 of 0 people found the following review helpful.
A changing of the guard amongst key influencers
By Rebecca Clement
In the not-so-distant past, if someone wants to have an impact on the culture at large; launch a new product or win an election their best (and virtually only) bet was engaging traditional print and broadcast media outlets. And whether you were trying to secure an advertising buy or editorial space you also had to deal with "gatekeepers" - those are the editors, producers and sales managers within the media. However, with the continuing rise of the Internet and its democratization of the communication chain - that old-media model is shrinking and eroding daily. Technology and business expert Ben McConnell looks at the juggernaut-like influence and power that has shifted from the old "gatekeepers" to a new class. This new breed of influence peddlers is what McConnell calls Citizen Marketers and it's the title of his book. He defines these individuals as a small group of young, computer savvy hipsters that align their Internet gravitas with any idea, product or brand that happens to fit their particular worldview that day. McConnell stresses that these individuals are influencers in the truest sense since that can quickly mobilize and lead others to action. Soundview highly recommends this book because the powerful phenomenon of citizen marketers will only grow and it can't be ignored.
0 of 0 people found the following review helpful.
Hitting the Nail on the Head
By Dave L. Balter
In typical fashion, Jackie and Ben have written a clear and thoughtful book that's easy to understand and easy to get through. Well worth taking the time to read.
To get their points across, they use a number of well-known examples of "citizens" communicating through online channels, but don't just scratch the surface - they've clearly put on their reporting hats, replacing just web anecdotes for real interviews.
The book falls into the trap of having to "put a name" to the scenarios they see. Concepts like "firecrackers" may help the novice understand a certain type of consumer, but experts won't see the value in another pile of terminology thrown into the marketing void.
Jackie and Ben are purists - and limit themselves to only seeing organic behavior as having value, rather than helping companies understand how they can accelerate and augment what's happening the market. Either way, they are at their finest here and have produced a manifesto that's worth buying for all of your clients.
6 of 10 people found the following review helpful.
HIGHLY RECOMMENDED!
By john moore
CITIZEN MARKETERS is right on trend as a continuation of the CREATING CUSTOMER EVANGELIST message from respected marketers-turned-authors McConnell & Huba. After all, it's the customer evangelist-turned-citizen marketer that's driving much of the social media we are exposed to on YouTube, MySpace, podcasts, and blogs.
McConnell and Huba shed light on the motives, the meanings, and the implications behind why everyday people are creating compelling marketing messages. The book is chock-full of useful case studies of "Citizen Marketing" that every corporate marketing manager MUST read today in order to keep their companies relevant tomorrow. HIGHLY RECOMMENDED!
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