Spring 2013 Book Chat 1 - The New Rules

By now you should all have started reading the New Rules of Marketing & P.R. by David Meerman Scott.  

Here are the questions for the introductory items through Chapter 3. You do not need to respond to each question, but do give your thoughts and impressions after reading the chapter. Here are some questions to help you get started.

1.  What is your reaction to the concept of this book?  Do you think the rules have changed?
2.  What do you think about the "Long Tail" concept?  Do you think we still have a market of the masses, or is there a shift to many niche markets?
3.  On page 21, there is a quote from Jim Peterson, president of The Concrete Network, "Every business has information that can contribute to the education of the marketplace."  Do you agree?
4.  Are you surprised that The Concrete Network has as much content as it does?
5.  If we perceive marketing as publishing, what does that change about our behavior?

Book Chat - The Rest

This is our last Book Chat.  Please submit your answers by Thursday, December 6th.

As our book draws to a close, I think that Mr. Sernovitz gets down to some very simple and practical ideas. Not that the rest of the book was complex and difficult, but he drives at some core principles that will make all the other ideas doable.

1. Participate in the Conversation--I have always that customer service is as much or more important than everything else we do in a business.  I can wholeheartedly endorse, then, the idea that "Word of mouth is as much about customer service as it is about marketing."  What businesses can you identify that lives out this theme?  There actions are driven by a customer orientation and the other factors fall into place?

2. We've spent A LOT of time this semester discussing how important the write voice, tone, professionalism, know-how, etc. are all important to the organization's social media premise.  What do you think of the idea that the people with the most enthusiasm for the brand, whatever their role in the company, should be the ones in charge of WOM?

3. How do you think most marketing/PR/legal/executive management types would feel about social media being handled by the most enthusiastic people?

Book Chat - Chapters 6 and 7

The most striking thing about these chapters, for me, is the focus on simplicity.  I know that even when I try to do things simply, I end up cluttering things up somehow.  I think the imperative for the principles in these chapters to work, however, is the simpler the better.  The idea of portability is critical.  Just as it is easier in air travel to have only a carry-on, it is easier in marketing to lighten up, distill, simplify.

Here are your questions:
1. Besides those mentioned in the book, which brands can you identify with clear, simple, portable messages?
2. What did you think of the idea that "unexpected is an opportunity"?
3.  Do you feel a "sale" event is topic worthy?
4.  In chapter 7, the first word of mouth tool is "Ask people to spread the word."  Is it really that easy? Can you think of a time when just asking people to share had a good result.
5.  The idea of using a "secret" as a tool for talking intrigues me.  Have you ever been let in on a "secret" that you then shared?

Update and allowable talking point:  This is a recent post by Andy Sernovitz showing a recent example of the principles in chapter 6 and 7.  Read what he has to say, and feel free to use this in your comments.  CiCi's Pizza

Book Chat - Chapter 3, 4, and 5

This book is so practical!  Even though you may or may not have a job/project where you can work through the activities in Chapter 5, I'm sure you are thinking about talkers and who the best talkers for a brand might be.  In fact, you might be trying to identify if YOU are a talker, and if so, what kind.

Here are the questions for this Book Chat:
1. I love the WOM Marketing Manifesto.  What are the top three points here, in your opinion?
2. Think of the examples of the Bloomingdale's brown bag or the doughnut holes at Lou Mitchell's, what are the best examples you've seen of similar practices by businesses you patronize?
3. What did you think of the FreshBooks campaign?
4. From Chapter 5, are you a talker?  What kind?  For what companies/products/causes/ideas?
5. Thank yous are powerful.  Has a company every gone above and beyond to thank you or a family member or friend?

Book Chat 2 - Chapter 2

What I love about this book is the fact that it is so straight forward.  What I read about, I have experienced.  For instance, many companies have added online reviews for each product they sell, because that is now standard.  Just the other day I was shopping on some site (I forget which one) and there was no review function and I was blown away!  I do think companies have failed to see the social impact that occurs with these reviews, however.

Here are you questions for this round of book chatting:
1. What do you think of the concept of rating the reviewer as mentioned on page 39?
2. Do you think companies and people underestimate how far conversations on the internet can carry?
3. Page 45 really blows me away.  What are your thoughts on the idea that people who hear  about a bad shopping experience are less likely than someone who actually had a bad experience to set foot in a store? 
4.  Any feed back on this quote?  What companies do you interact with that follow this philosphy?
          Your only choice is to make sure that the experience people have with your company are positive ones.  Make good products.  Treat people well.  Earn their positive recommendation.
5. What is first call resolution?  Why is it important?

Fall 2012 Book Chat - Word of Mouth Marketing Prologue and Chapter 1

By now you should all have started reading Word of Mouth Marketing by Andy Sernovitz. 

Here are the questions for the prologue and Chapter 1. You do not need to respond to each question, but do give your thoughts and impressions after reading the chapter. Here are some questions to help you get started.

1. What are your thoughts on the Four Rules of Word of Mouth Marketing?
2. There are three reasons people talk about companies - what companies do you talk about?  For which of the three reasons?
3. What is the difference between organic and amplified WOM?  When is it a good time to use either form?
4.  Think about the "talkers" you know.  What do they talk about?  What gives each talker credibitilty in his/her topic?

Book Chat - Chapter 8

Chapter 8 brings us to the end of Socialnomics and some predictions for the future.  Here are your questions:
1. What is the shelf life of social conversations today?  What is the implication for companies as a result?
2. What do you think of Tony Blair's description of what it takes to be an effective communicator and leader?  How do you think these factors will influence this year's presidential election?
3. How will collaboration affect companies and its employees in the future?  What role will social media play?

Final thoughts about the book?