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

Book Description

"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.

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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

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Contents
  4. Foreword
  5. Preface
  6. Acknowledgments
  7. About the Author
  8. Introduction
  9. A. Analyze Here, There, and Everywhere
    1. 1. Listening and Analyzing in the Global World
      1. Listening and Analyzing in Both Old and New Ways
      2. Discovery
      3. Segmentation
      4. Globalization
      5. Conclusion
    2. 2. Segmentation in Action: The Nortel Case
      1. Focus on Global-Local Marketing
      2. Focus on Nortel’s Lauren Flaherty
      3. The Global-Local Agenda at Nortel
      4. The Global Brand Analysis
      5. Nortel Lessons Learned
      6. Conclusion
    3. 3. Globalization: Lenovo, Google, Unilever, and IBM
      1. Focus on Unilever’s Dove Brand
      2. Focus on Lenovo
      3. Focus on IBM
      4. Google
      5. Conclusion
  10. N. Nail the Strategy
    1. 4. Fish Where the Fish Are and Use the Right Bait
      1. Where’s the Best Fishing?
      2. Which Fish? Role-Based Marketing
      3. How Big Is the Pond? Creating a New Market and Setting an Agenda
      4. The Bait: Community and Lightly Branding
      5. The New Fishing License: Corporate Social Responsibility (CSR)
      6. Conclusion
    2. 5. Relevance and Roles: Forrester Research
      1. Focus on Forrester
      2. The Role-Based Agenda at Forrester
      3. Forrester Lessons Learned
      4. Conclusion
    3. 6. Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos
      1. Focus on Lightly Branding
      2. Focus on EepyBird’s Grobe and Voltz
      3. The Lightly Brand Agenda at The Coca-Cola Company and EepyBird
      4. EepyBird Lessons Learned
      5. Conclusion
    4. 7. Corporate Social Responsibility: IBM’s Project Green and Marks & Spencer
      1. Focus on Becoming a Role-Model Company
      2. Evaluate Your Partners and Suppliers
      3. Measurements Matter to the Business Leaders—Market the Value
      4. Educate Yourself and Your Company
      5. Power Up Your Brand to Be Green—When You Think Green, Think Blue!
      6. Project Green Results to Date
      7. Conclusion
      8. Endnotes
  11. G. Go-to-Market
    1. 8. Break Through the Noise
      1. Winning Prioritization
      2. Value Proposition
      3. The New “Who”
      4. Conclusion
      5. Endnotes
    2. 9. Influencer Value: The IBM Case Study
      1. Focus on Influencers in Marketing
      2. The Influencer Agenda at IBM
      3. The Wheel of Influence at IBM
      4. The Jam: A Collaborative Platform to Leverage the Influencer’s Ideas
      5. Activation of the Internal Influencers
      6. IBM Lessons Learned
      7. Conclusion
  12. E. Energize the Ecosystem and Market
    1. 10. The New Vessels
      1. Focus on Social Networks: Online Communities
      2. Facebook
      3. Social Networks with Virtual Environments
      4. Focus on Participation with Viral
      5. Focus on Participation with Serious Gaming
      6. Focus on Sharing with Widgets and Wikis
      7. The Collaborative Web Site: Wikis
      8. Blogging Including Twitter
      9. RSS
      10. Podcasts
      11. Videocasting
      12. Putting It Together—The Marketing 2.0 Starter Set!
      13. Conclusion
    2. 11. Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson
      1. Focus on Object Management Group’s (OMG) Activity-Based Communities
      2. Focus on Adobe and Rubicon’s Definition-Based Community
      3. Focus on Harley-Davidson’s Obsession-Based Community: H.O.G.
      4. Conclusion
    3. 12. Virtual Environments: The Coca-Cola Company and IBM
      1. Getting Started—An IBM Experience
      2. Focus on The Coca-Cola Company’s Second-Life Adventures
      3. Virtual Environment Lessons Learned
      4. Conclusion
    4. 13. Widgets: The Use of Widgets at IBM
      1. Focus on Widgets in Marketing
      2. Focus on IBM’s Widget
      3. The Widget Agenda at IBM SOA
      4. IBM Lessons Learned
      5. Conclusion
    5. 14. Blogs: Midwest Airlines and IBM
      1. Blogs Are Changing the Marketing Conversation
      2. Focus on Midwest’s Tish Robinson
      3. The Blogging Agenda at Midwest Airlines
      4. Midwest and IBM Lessons Learned
      5. Conclusion
    6. 15. Serious Gaming: IBM’s Innov8
      1. Focus on Serious Gaming in Marketing
      2. Focus on IBM’s Innvo8
      3. The Games Stigma
      4. The Serious Gaming Agenda at IBM
      5. ROI
      6. IBM Lessons Learned
      7. Conclusion
  13. L. Leads and Revenue
    1. 16. Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV
      1. Where Are You Going?
      2. Caution!
      3. What Should You Focus On?
      4. Lessons Learned
      5. Conclusion
    2. 17. Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs
      1. Focus on Innovation That Generates Revenue
      2. Collaboration for Results with adidas Group
      3. Dashboards and Metrics
      4. ConAgra Foods
      5. Tellabs
      6. Conclusion
    3. 18. Marketing Dashboards: IBM Cognos
      1. Management System and Vision
      2. A New Metric: The “In-Process” Metric
      3. Focus on IBM Cognos
      4. Conclusion
  14. S. Scream Through Technology
    1. 19. Screaming World Changes
      1. Technology
      2. The Digital Citizen
      3. Timing
      4. Conclusion
    2. 20. Technology Matters: IBM, Staples, Dell, and MyVirtualModel
      1. Focus on Five Technology-Enabled Marketing Best Practices
      2. Online Chat—IBM
      3. eNurturing
      4. That Was Easy! Staple’s Ease Drives Sales
      5. Dell Uses Twitter to Drive Sales
      6. Virtual Modeling
      7. Conclusion
  15. Putting It All Together
    1. 21. End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology
      1. The Story of the IBM WebSphere Brand from a Marketing Viewpoint
      2. 1998–1999
      3. 2000–2002
      4. 2003–2004
      5. 2005–2006
      6. Focus on Getting Started
      7. Leveraging the New Vessels
      8. Bring the Power of Your Whole Company to Bear on the Market
      9. 2007–Today: Marketing 2.0
      10. Conclusion
    2. 22. The Top 10 Don’ts and the Marketing Organization of the Future
      1. #1: Don’t Forget About Office Politics
      2. #2: Don’t Take Your Eyes off Profit Generation
      3. #3: Don’t Ignore the Future
      4. #4: Don’t Forget That Marketing Is Not B2B or B2C, but P2P (People to People)
      5. #5: Don’t Miss the Web 2.0 Power
      6. #6: Don’t Forget the Value of the Influencer
      7. #7: Don’t Ignore Your Marketing Mix
      8. #8: Don’t Underestimate Change and the Prosumer
      9. #9: Don’t Disinvest in Skills and Human Capital Management
      10. #10: Don’t Neglect Organization Transformation
      11. The Marketing Function of the Future: A Framework
      12. Endnotes
  16. Index
  17. O1. Relationship and Word of Mouth: Rackspace
    1. Focus on Word of Mouth
    2. Focus on RackSpace
    3. The Word-of-Mouth Agenda at Rackspace
    4. Rackspace Lessons Learned
    5. Conclusion
  18. O2. Personal Branding
    1. What Is a Brand?
    2. Image
    3. Experience
    4. Trust
    5. Relationship
    6. Application to You
    7. In Today’s Dynamic World
    8. Conclusion
  19. O3. National Environmental Policy Act
    1. Governs Environmental Marketing Claims in the United States By Direction of the Commission Donald S. Clark, Secretary
  20. Online Sidebars