The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market

Overview

"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind."
—Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution

“It’s no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing ...

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The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market

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Overview

"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind."
—Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution

“It’s no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly—The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that.”
—Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School

“Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success.”
—Anne Holland, Founder, MarketingSherpa Inc

Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results
For every marketer, strategist, executive, and entrepreneur

Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools—and using them to maximize revenue and profitability.

Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.

Includes information, case studies, and working examples for next generation marketing strategies such as:

• Social networks with virtual environments, including Second Life
• Online communities including Facebook
• Viral Marketing and eNurturing
• Serious Gaming
• Widgets
• Wikis
• Blogging, including Twitter
• RSS
• Podcasting
• Videocasting

Whether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies—now, and for years to come.

Sandy Carter’s breakthrough ANGELS approach, a step-by-step framework for success:

Analyze and ensure strong market understanding
Nail the relevant strategy and story
Go to Market Plan
Energize the channel and community
Leads and revenue
Scream!!! Don’t forget the Technology!

BONUS Content Available Online:
Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels.

==================================

Table of Contents

Introduction

A: Analyze Here, There, and Everywhere

Chapter 1: Listening and Analyzing in the Global World
Chapter 2: Segmentation in Action: The Nortel Case
Chapter 3: Globalization: Lenovo, Google, Unilever, and IBM

N: Nail the Strategy

Chapter 4: Fish Where the Fish Are and Use the Right Bait
Chapter 5: Relevance and Roles: Forrester Research
Chapter 6: Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos
Chapter 7: Corporate Social Responsibility: IBM’s Project Green and Marks & Spencer

G: Go-to-Market

Chapter 8: Break Through the Noise
Chapter 9: Influencer Value: The IBM Case Study

E: Energize the Ecosystem and Market

Chapter 10: The New Vessels
Chapter 11: Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson
Chapter 12: Virtual Environments: The Coca-Cola Company and IBM
Chapter 13: Widgets: The Use of Widgets at IBM
Chapter 14: Blogs: Midwest Airlines and IBM
Chapter 15: Serious Gaming: IBM’s Innov8

L: Leads and Revenue

Chapter 16: Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV
Chapter 17: Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs
Chapter 18: Marketing Dashboards: IBM Cognos

S: Scream Through Technology

Chapter 19: Screaming World Changes
Chapter 20: Technology Matters: IBM, Staples, Dell, and MyVirtualModel

Putting It All Together

Chapter 21: End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology
Chapter 22: The Top 10 Don’ts and the Marketing Organization of the Future

The following materials can be found on the companion Web site at ibmpressbooks com/angels:

Online 1: Relationship and Word of Mouth: Rackspace
Online 2: Personal Branding
Online 3: National Environmental Policy Act

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Editorial Reviews

From the Publisher

“If you are trying to grow revenue at your company, The New Language of Marketing 2.0 will be invaluable. The book provides methods and successful practices to develop new leads as well as increase opportunities to excel with existing customers.’’

–Lauren Flaherty, CMO, Nortel

"The New Language of Marketing 2.0 has captured the essence of the next generation of marketing. The use of experience and personalization in technology to provide a competitive edge to marketing is groundbreaking. The book provides a myriad of case studies and examples to illustrate application of the best practices they advocate.”

–Irving Wladawsky-Berger, Visiting Professor, Engineering Systems Division, MIT, and Adjunct Professor, Tanaka Business School, Imperial College

“The future of marketing is The New Language of Marketing 2.0. IBM charts the course for setting the right strategies, finding the best leads, and securing business for years to come.”

–Ray Hammond, author, The World in 2030

“Once in a while a book comes along that captures the essence of what is going on now and where the market is headed. This book does exactly that for marketing, and makes the ideas ‘real’ with a great variety of case studies.”

–Dan Baum, CEO, DBC PR+New Media

“Innovation and technology drive today’s competitive advantage. Using both in marketing techniques can help you turn your marketing from a whisper to a scream. Using the case study method, Sandy’s book shows you how!”

–Lynda M. Applegate, Henry R. Byers Professor of Business Administration, Harvard Business School

“Many books tell marketers what to do, but this one shows them. With the changes now sweeping marketing, global marketers should not ignore the real-life examples and rich case studies in this resource.”

–Mike Moran, coauthor, Search Engine Marketing, Inc., and author, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules

“B2B marketers learning from B2C marketers and vice versa is a critical best practice. With more than 50 case studies, this book embodies the mandate to explore, learn, and grow from best practices around the world. This is a must read for marketers and business owners alike.”

–Karen Vogel, Founder and President, The Women’s Congress

“To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly. The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that.”

–Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School

“I loved the customer examples. They gave me a number of ideas of how a company might expand its marketing portfolio by better leveraging the new social media world.”

–Ron Williams, Professor, Kenan-Flagler Business School, University of North Carolina at Chapel Hill

“This is a great collection of cutting edge marketing and insightful case studies. It offers the latest thinking in the field of marketing, showing you how to take advantage of the new world of Web 2.0 thinking.”

–Nigel Dessau, Chief Marketing Officer, AMD

“If you are trying to shift the focus of your business to better serve and retain your customers, part of that must be the new Web 2.0 marketing strategies and learn how to be part of the conversation. The New Language of Marketing 2.0 will help you find a way to combine your vision for the future with creative approaches.”

–Mike Lackey, President, AIT Global and Special Advisor to the Executive Director for the United Nations Global Alliance for ICT and Development

The New Language of Marketing 2.0 makes sense of new media vessels such as virtual worlds, blogging, wikis, social networking communities, and gaming and clearly describes how these new vessels can work for us.”

–Jennifer McClure, Executive Director, Society for New Communications Research

“The goalposts may not have moved–business goals remain fairly constant–but the field of play is completely different. The New Language of Marketing 2.0 is your playbook to outmaneuver, outscore, and consistently beat your competition.”

–Betty Spence, Ph.D., President, NAFE

“IBM’s marketing of SOA is a best practice. IBM’s ability to focus on how customers can get started and providing education and guidance is tremendous. There is a lot to learn from the IBM team in B2B marketing.”

–Judith Hurwitz, President and CEO, Hurwitz and Associates, and coauthor, Service Oriented Architecture For Dummies

“The landscape has changed, and new techniques leveraging Web 2.0 have changed the dialogue in the marketplace. Those who learn these global and dynamic dialogues fastest will drive growth. The New Language of Marketing 2.0 teaches you how with more than 25 case studies.’’

–Don Tapscott, coauthor, Wikinomics: How Mass Collaboration Changes Everything

“Today’s business environment is completely different: interaction, communication, and information exchange have expanded to include virtual worlds, wikis, blogging, gaming, and online communities. The New Language of Marketing 2.0 will provide insight into how to adapt your marketing strategies to engage your customers where they really are, and where they are going to be tomorrow.”

–Carolyn Leighton, Founder/Chairwoman, WITI (Women in Technology International)

“This book doesn’t just ‘tell’ how to achieve success in the new Marketing 2.0 world: it shows how. Sandy has done breakthrough work with her team, and is sharing best practices. Not only does this book guide the reader to the next level of business development, it provides case studies that begin to bring the future of marketing into focus.”

–Rod Baptie, Managing Director, Baptie and Co., Ltd.

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Product Details

  • ISBN-13: 9780137142491
  • Publisher: IBM Press
  • Publication date: 11/18/2008
  • Pages: 512
  • Product dimensions: 6.00 (w) x 8.90 (h) x 1.40 (d)

Meet the Author

Sandy Carter is IBM’s vice president of SOA and WebSphere marketing, strategy, and channels. She is responsible for IBM’s cross-company, worldwide SOA initiatives and is in charge of one of IBM’s premier brands, IBM WebSphere. Carter is known for her outstanding innovative Marketing 2.0; she has led the brand to win 14 industry marketing awards in the past year.

Embracing the new global world, Carter has traveled to more than 59 countries to meet with customers and partners while assisting IBM’s SOA initiatives to earn third-party validation and top leadership rankings by analysts and pundits alike. She has combined her marketing prowess with her love of technology by being a constant student of the new world and leveraging the new Web 2.0 tools of social networking, serious gaming, twitter, viral, and blogging. Please visit Carter’s blog at http://socialmediasandy.wordpress.com/.

Carter is an active member of Women in Technology International (WITI) and a member of the WITI Executive Advisory Council, the Marketing Focus Advisory Council (where she was named winner of the Best Speaker Award), the chief marketing officer (CMO) Inner Circle, and the American Management Association (AMA). She also serves as a board member of the Grace Hopper Industry Advisory Committee and is the co-lead of IBM Partnership Executive at Duke University. Carter is listed in Madison’s Who’s Who and is a founding member of the WITI Global Executive Network (GEN) program for senior executive women.

Carter is a frequent speaker at industry events sponsored by Infoworld magazine, Gartner Group, IDC, Forrester, and the WITI. Twice she has won the AIT Global’s most valuable member of the year award for the United Nations ICT for Sustainable Development. She holds a bachelor of science degree from Duke University and an MBA from Harvard Business School.

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Table of Contents

Forewords xxix

Preface xxxiii

Acknowledgments xxxix

About the Author xli

Introduction 1

A Analyze Here, There, and Everywhere

Chapter 1 Listening and Analyzing in the Global World 13

Listening and Analyzing in Both Old and New Ways 14

Discovery 15

The Traditional Methodology 17

New Trends in Research 21

Online Communities for Insight 21

Blogs for Insight 23

Online Product Reviews 25

Segmentation 26

Globalization 29

Conclusion 35

Chapter 2 Segmentation in Action: The Nortel Case 37

Focus on Global-Local Marketing 38

Focus on Nortel’s Lauren Flaherty 39

What Is Nortel? 39

The Customers 39

The Product 40

The Competition 40

The Global-Local Agenda at Nortel 40

Fish Where the Fish Are! 40

Application to Your Company 42

The Global Brand Analysis 43

Operation Tornado 46

Application to Your Company 48

Nortel Lessons Learned 49

Skills 49

Based on Criteria Only 49

Speed, Baby! 49

The Outcomes 50

Conclusion 50

Chapter 3 Globalization: Lenovo, Google, Unilever, and IBM 53

Focus on Unilever’s Dove Brand 53

The Global-Local Concept at Dove 54

Success Measured 57

Top Five Lessons Learned 58

Application to Your Company 59

Focus on Lenovo 60

A Discussion of the Global-Local Concept with Wang Yong–Editor in Chief, CMO Magazine in China 62

Success Measured 64

Top Five Lessons Learned 64

Application to Your Company 65

Focus on IBM 65

IBM Lessons Learned 67

Lessons Learned 69

Application to Your Company 70

Google 70

Insights from Google 71

Conclusion 71

N Nail the Strategy

Chapter 4 Fish Where the Fish Are and Use the Right Bait 75

Where’s the Best Fishing? 77

Which Fish? Role-Based Marketing 77

How Do You Begin Your Role-Based Journey? 78

Personalize Your Approach by Role 80

The Outcomes of Role-Based Marketing Done Right 82

Top Five Lessons Learned About Role-Based Marketing 82

How Big Is the Pond? Creating a New Market and Setting an Agenda 83

When Do You Enter a New Market? 84

When Do You Know if There Is a Need for a New Market? 85

Top Five Lessons Learned About New Markets 86

The Bait: Community and Lightly Branding 87

Top Five Lessons Learned About Community Branding and Lightly Branding 91

The New Fishing License: Corporate Social Responsibility (CSR) 92

Top Five Lessons Learned About Corporate Social Responsibility 94

Conclusion 94

Chapter 5 Relevance and Roles: Forrester Research 97

Focus on Forrester 99

What Is Forrester Research? 99

The Customers 100

The Product 100

The Competition 100

The Marketing Best Practice 101

The Role-Based Agenda at Forrester 101

The “Right” Number of Roles 102

Application to Your Company 103

Role-Based Products, Deliverables, and People! 105

Application to Your Company 110

Communication Up and Down 110

Application to Your Company 113

Forrester Lessons Learned 113

Outside In, Really! 113

Change Slower Than It Appears in Your Mirror 113

The GB: Governance and Best Practices 114

Is It Working? 115

Conclusion 116

Chapter 6 Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos 117

Focus on Lightly Branding 117

Focus on EepyBird’s Grobe and Voltz 118

What Is EepyBird? 118

The Customers 119

The Product 119

The Marketing Best Practice 119

The Lightly Brand Agenda at The Coca-Cola Company and EepyBird 120

It Is Entertainment–Edutainment! 122

Application to Your Company 123

Authentic 123

Application to Your Company 124

Fans and Friends 124

Application for Your Company 125

EepyBird Lessons Learned 126

Artists 126

The Model Is Changing 126

Right-Brained, Left-Brained 127

Conclusion 127

Chapter 7 Corporate Social Responsibility: IBM’s Project Green and Marks & Spencer 129

Top Five Best Practices for CSR 130

Focus on Becoming a Role-Model Company 131

Application to Your Business 131

Evaluate Your Partners and Suppliers 133

Application to Your Business 133

Measurements Matter to the Business Leaders–Market the Value 133

Application to Your Company 135

Educate Yourself and Your Company 136

Application to Your Business 136

Power Up Your Brand to Be Green–When You Think Green, Think Blue! 137

Application to Your Business 140

Project Green Results to Date 141

Conclusion 142

Endnotes 142

G Go-to-Market

Chapter 8 Break Through the Noise 145

Winning Prioritization 147

Local Priorities 148

Global Priorities 149

Program Profile 149

Focus Area Guidance 149

Tactical Guidance 151

Face-to-Face Education 152

Top Five Lessons Learned for Prioritization of the

GTM Guidance 153

Value Proposition 154

Top Five Lessons Learned for Value Proposition 157

The New “Who” 158

The Circle of Influence 158

The New Buying Group 159

The New Trusted Who 160

Top Five Lessons Learned on the New “Who” 160

Conclusion 161

Endnotes 161

Chapter 9 Influencer Value: The IBM Case Study 163

Focus on Influencers in Marketing 164

The Influencer Agenda at IBM 164

The Wheel of Influence at IBM 165

Application to Your Company 167

The Jam: A Collaborative Platform to Leverage the Influencer’s Ideas 167

Application to Your Company 171

Activation of the Internal Influencers 172

Application to Your Company 174

IBM Lessons Learned 175

Constantly Modify Your View of the World 175

Food for Thought: The New Segmentation: Engagement? 175

Think Big 176

Conclusion 177

E Energize the Ecosystem and Market

Chapter 10 The New Vessels 181

Focus on Social Networks: Online Communities 183

What Is a Community? 185

Types of Communities 185

Top Five Lessons Learned for Communities 187

Facebook 188

Top Five Tips for Facebook for Marketing 191

Social Networks with Virtual Environments 191

Top Five Tips for Virtual Environments 194

Focus on Participation with Viral 195

Top Five Tips on Viral Marketing 198

Focus on Participation with Serious Gaming 199

Top Five Lessons Learned for Serious Gaming 202

Focus on Sharing with Widgets and Wikis 202

The Collaborative Web Site: Wikis 205

Top Five Lessons Learned for Widgets and Wikis 206

Blogging Including Twitter 208

Top Five Ideas for Better Blogging 211

RSS 212

Top Five Lessons Learned for Success on RSS 213

Podcasts 213

Top Five Lessons Learned on Podcasting 214

Videocasting 215

Top Five Lessons Learned on Videocasting 216

Putting It Together–The Marketing 2 0 Starter Set! 217

Conclusion 219

Chapter 11 Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson 221

Focus on Object Management Group’s (OMG) Activity-Based Communities 222

The OMG Community Agenda 222

What Are the Secrets to OMG’s Success? 223

Application to Your Company 224

Focus on Adobe and Rubicon’s Definition-Based Community 228

The Secrets to Rubicon and Adobe’s Success 230

Application to Your Company 231

Focus on Harley-Davidson’s Obsession-Based Community: H O G 231

The Harley Community Agenda 231

The Secrets of Harley’s Success 233

Application to Your Company 234

Conclusion 235

Chapter 12 Virtual Environments: The Coca-Cola Company and IBM 237

Getting Started–An IBM Experience 239

The Marketing Best Practices 240

Wimbledon Tennis Event in Virtual Worlds 241

Application to Your Company 243

The SOA Island Focus on Education 244

Application to Your Company 247

Focus on The Coca-Cola Company’s Second-Life Adventures 248

Virtual Environment Lessons Learned 252

Application to Your Company 253

Conclusion 254

Chapter 13 Widgets: The Use of Widgets at IBM 257

Focus on Widgets in Marketing 257

Focus on IBM’s Widget 258

What Is the Smart SOA Widget? 259

Why a Widget? 259

Who Are the Users of the Widget? 260

The Competition 260

The Marketing Best Practice 261

The Widget Agenda at IBM SOA 261

Top Five Applications for Your Company 263

IBM Lessons Learned 264

What Does the Future Hold? 266

Conclusion 266

Chapter 14 Blogs: Midwest Airlines and IBM 267

Blogs Are Changing the Marketing Conversation 268

Focus on Midwest’s Tish Robinson 268

What Is Midwest Airlines? 269

The Customers 269

The Product 269

The Competition 269

The Marketing Best Practice 269

The Blogging Agenda at Midwest Airlines 272

Driven by Corporate Values and a Niche! 272

Application to Your Company 273

Get Personal! 274

Application to Your Company 275

Lightly Branded 275

Application to Your Company 275

Midwest and IBM Lessons Learned 278

It Takes Time! 278

Follow the Golden Rule 279

You Can’t Fake Passion 279

Learn the Basics 279

It Is Beyond a U S Phenomena 280

It Is About the Conversation 280

Conclusion 281

Chapter 15 Serious Gaming: IBM’s Innov8 283

Focus on Serious Gaming in Marketing 284

Focus on IBM’s Innvo8 284

The Games Stigma 285

What Is Innov8? 286

Why Innov8? 287

Our Recipe for Serious Game Design 287

Who Are the Customers? 289

The Competition 289

The Marketing Best Practice 290

The Serious Gaming Agenda at IBM 293

Internal Corporate Training and Collaboration 293

Point-of-Sale Games 294

Games That Extend Brand Reach 294

Academic Initiative 294

The Game in Action, Building Key Skills 295

Don’t Forget the Buzz! 299

Application to Your Company 300

Growing Up Blue! 301

Academic Initiative Next Steps 301

Application to Your Company 302

ROI 302

IBM Lessons Learned 302

Conclusion 304

L Leads and Revenue

Chapter 16 Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV 307

Where Are You Going? 307

How Do You Develop a Dashboard? 309

Caution! 313

What Should You Focus On? 313

Enter the New World–Experimentation Required for a Lifetime! 319

Lessons Learned 321

The Wrong Metrics 323

Conclusion 324

Chapter 17 Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs 325

Focus on Innovation That Generates Revenue 326

Collaboration for Results with adidas Group 329

Application for Your Business 330

Dashboards and Metrics 332

ConAgra Foods 332

Who Are They? 332

What Do They Measure? 333

Benefits They Hope to See 333

Tellabs 333

Who Are They? 333

What Do They Measure? 334

IDC’s View for the High-Tech Marketer 337

Application to Your Company 339

Conclusion 341

Chapter 18 Marketing Dashboards: IBM Cognos 343

Management System and Vision 343

A New Metric: The “In-Process” Metric 346

Focus on IBM Cognos 347

Best Practices at IBM Cognos 349

Top Three Lessons Learned 354

Conclusion 355

S Scream Through Technology

Chapter 19 Screaming World Changes 359

Technology 360

Online Customer Experience: Commerce and More 361

Reach: Mobile Technology 362

Application to Your Company 363

Integration of User Content: Social Networking 364

Internet 2D to 3D 366

Agility: Driving Sustainable Advantage Across the Enterprise with a Business Process Management Suite (BPMS) 368

The Digital Citizen 371

Top Five Ideas for the Digital Citizen 372

Digital Citizen: Application to Your Company 375

Timing 375

Application to Your Company 378

Conclusion 378

Chapter 20 Technology Matters: IBM, Staples, Dell, and MyVirtualModel 379

Focus on Five Technology-Enabled Marketing Best Practices 380

Online Chat–IBM 381

The Leaders 381

The Best Practice 381

The Technology 382

The Results 383

Top Five Lessons Learned 383

eNurturing 384

The Leader 384

The Best Practice 385

The Technology 385

The Results 386

Top Five Lessons Learned 387

That Was Easy! Staple’s Ease Drives Sales 387

The Leader 388

The Best Practice 388

The Technology 389

The Results 390

Application to Your Company 390

Dell Uses Twitter to Drive Sales 391

The Leaders 391

The Best Practice 392

Top Three Lessons Learned 394

The Technology 394

The Results 395

Application to Your Company 395

Virtual Modeling 396

The Leader 396

The Best Practice 397

The Technology 397

The Results 398

Application to Your Company 398

Conclusion 400

Putting It All Together

Chapter 21 End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology 403

The Story of the IBM WebSphere Brand from a Marketing Viewpoint 404

1998—1999 404

Application to Your Company 406

2000—2002 409

Anatomy of a “Global Scream” 410

Role-Based Approach 411

Application to Your Company 414

2003—2004 414

Application to Your Company 415

2005—2006 415

Agenda Setting Moment 416

Educating the Market 416

Partner Skills 418

Focus on Getting Started 418

Leveraging the New Vessels 419

A Focus on the Loyalty Factor 424

Bring the Power of Your Whole Company to Bear on the Market 425

Application to Your Company 426

2007—Today: Marketing 2 0 427

Top Five Lessons Learned 428

Conclusion 431

Chapter 22 The Top 10 Don’ts and the Marketing Organization of the Future 433

#1: Don’t Forget About Office Politics 434

#2: Don’t Take Your Eyes off Profit Generation 434

#3: Don’t Ignore the Future 435

#4: Don’t Forget That Marketing Is Not B2B or B2C, but P2P (People to People) 436

#5: Don’t Miss the Web 2 0 Power 438

#6: Don’t Forget the Value of the Influencer 439

#7: Don’t Ignore Your Marketing Mix 441

#8: Don’t Underestimate Change and the Prosumer 443

#9: Don’t Disinvest in Skills and Human Capital Management 444

#10: Don’t Neglect Organization Transformation 445

The Marketing Function of the Future: A Framework 446

Endnotes 449

Index 451

The following materials can be found on the companion Web site at ibmpressbooks com/angels

online o1 Relationship and Word of Mouth: Rackspace 1

Focus on Word of Mouth 1

Focus on RackSpace 3

What Is Rackspace? 3

The Customers 3

The Product 3

The Competition 4

The Marketing Best Practice 4

The Word-of-Mouth Agenda at Rackspace 5

Become a Fanatic! 6

Application to Your Company 7

The Ecosystem 8

Sales and Marketing 11

Application to Your Company 11

Rackspace Lessons Learned 11

Experiment with Segmentation 12

Service Matters! 12

Best to Work For 13

Conclusion 14

online o2 Personal Branding 15

What Is a Brand? 16

Image 17

Experience 19

Trust 21

Relationship 22

Application to You 24

In Today’s Dynamic World 25

Conclusion 27

online o3 National Environmental Policy Act 29

Governs Environmental Marketing Claims in the United States By Direction of the CommissionDonald S Clark, Secretary 29

260.7 Environmental Marketing Claims 29

General Environmental Benefit Claims 29

Degradable, Biodegradable, and Photodegradable 31

Compostable 32

Recyclable 34

Recycled Content 38

Refillable 42

Ozone Safe and Ozone Friendly 43

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  • Posted March 8, 2010

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    Complete guide to using Web 2.0 with traditional marketing

    IBM Vice President Sandy Carter displays a considerable base of knowledge in this book, and that's both a positive and a negative. The benefit is that you will find plenty of research data to provoke innovative marketing ideas. The drawback is that her intense explanations of processes and subprocesses bury much of that great information. While the text thoroughly presents the virtual marketing world, it has some technical problems in the real world. Its interesting screenshots are too small, and the writing is wordy, complex and filled with acronyms, like the name of IBM's useful marketing program, "ANGELS," the book's framework. To the good, the insider-flavored corporate case studies are numerous and detailed. They show how major companies apply technology to their marketing by using everything from avatars to YouTube. getAbstract recommends this book to marketers who need a new-media immersion course and who want to know what the big players are doing.

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