Marketing to the Social Media Web - Larry Weber

7 stars

• Hardcover: 240 pages
• Publisher: Wiley (June 22, 2007)
• Language: English
• ISBN-10: 0470124172
• ISBN-13: 978-0470124178
• Product Dimensions: 9.1 x 6.1 x 1 inches

"Marketing to the Social Media Web" gives any business owner a good reason to leverage on the internet to grow their business. It talks of the current trend where the internet is on the rise to take a bigger pie in any business' revenue. The book expounds on the paradigm shift all marketers have to make and how all these new tools change how people buy things.

To summarize, the learning points of the book are as follows:

1. The Web is not a one-way street for a monologue

Communication in a digital environment is an evolution from the traditional way of communication. It allows new possibilities in a globalized but shrinking world.

4 main strategies centres on reputation aggregrators, blogs, online communities and social networks.

Marketing must be more consumer centric. Customers are more vocal, hence marketeers need to participate in their conversations instead of a monologue.

Instead of broadcasting, the media needs to aggregate information for consumers to choose and pick.

The content must be compelling.

2. The marketer's new focus: Community and content

A community of interest and content is where real feedback is and where people are truly interested in a product. The control of information shifts from marketer to consumer. Hence marketing has to be honest and transparent because people can talk abt it.

Some opportunities to market (strengthening and expanding relationships):

- targeted brand building

- lead generation

- partnerships

- R&D via collaboration

- empolyee communications

3. Making the Transition to the social web

1. change marketing mindset - dialogue instead of monologue

2. A living brand - away from brand essence and brand recall. A stronger dialogue. better engagement

3. Segmentation by what people do, feel and think - for targeting

4. Targeting by behaviour instead of traditionally demographics - groups of interests and behaviours instead of narrow one-to-one

5. Communicate interactively - compelling environments to engage

6. Customer generated content - increasing visual content

7. Viral marketing - make pple share

8. Reviews by customers instead of only the experts, voting

9. Sponsor instead of publishing content, more meaningful dialogue

10. bottom up strategy - from the customers

11. let users decide

4. 7 steps to build your own customer community

1. Observe and create a customer map

2. recruit community members

3. evaluate online conduit strategies (below)

4. Engage communities in conversation

5. measure the community's involvement

6. promote your community to the world

7. improve the community benefits

5. Making use of 4 online conduit strategies

1. Reputation aggregator strategy (in search)

2. Blog Strategy (or podcasting)

3. E-community strategy

4. Social Networks strategy

Affiliate Millions - Anthony Borelli, Greg Holden

6 stars

• Hardcover: 253 pages
• Publisher: Wiley (April 13, 2007)
• Language: English
• ISBN-10: 0470100346
• ISBN-13: 978-0470100349
• Product Dimensions: 9.1 x 6.1 x 1.1 inches

This is a wonderful book for anyone who have never touched affiliate marketing before or have no knowledge about the subject. It is a book for beginners and goes through step by step on how to create compaigns and making a business out of it. A important point to note is that affiliate business tactics change in a short time and some of tools highlighted in this book might be obsolete in a couple of years. Some of the concepts might still aid anyone or give good advice to a current affiliate business owner.

The first portion of the book tells of the author's inspiring story of getting into the business and that anyone can follow suit. It also teaches the basic concepts of search and affiliate marketing. The second part emphasizes on building the campaigns. The last section talks about improving and managing the business, including the tax portion.

I note that this business is only suited for those who are willing to fork out a small sum of money to try pay per click advertising. And you need persistence. There will be falls so the idea is to persevere.

The Crisis of Global Capitalism - George Soros

4 stars

• Hardcover: 288 pages
• Publisher: PublicAffairs; 1 edition (December 2, 1998)
• Language: English
• ISBN-10: 1891620274
• ISBN-13: 978-1891620270
• Product Dimensions: 9.6 x 6.4 x 1.2 inches

This book is highly philosophical and takes a while to digest. It is not the typical investment book but rather the detail elaboration of the concepts Soros has borrowed and modified in his life. The concepts protrayed are a reflection of his investment philosophy and his view of the capitalistic world today.

"The Crisis of Global Capitalism" is split into 2 halves - the first half deals with the concepts themselves and are highly conceptual, the second half applies these concepts to the present capitalist system and highlights practical examples.

In short, Soros does not believe in equilibrium to exist as a final state but rather uses 'reflexivity' to describe how the market works. Reflexivity is the 2 way feedback mechanism between perception and reality. The former drives movement in the market. In a way, social forces and perception largely determine economics.

Soros believe that the current system will break down one day because of the huge growing perceptual differences that causes large swings. One day, the swings will go beyond the point of return (like a rubber band), causing the system to snap and crumble. Soros believes that it is necessary for an open society (another concept) where a proper feedback mechanism is in place to keep the swings small or at least in check.

*Note that my summary here is based on my interpretation of his writings and may not be representative. This is because I recognise my inadequacy to understand fully his concepts well.

Saving Fish from Drowning - Amy Tan

• Paperback: 528 pages
• Publisher: Ballantine Books (September 26, 2006)
• Language: English
• ISBN-10: 034546401X
• ISBN-13: 978-0345464019
• Product Dimensions: 7.8 x 5 x 1.5 inches

Amy Tan can be hilarious with her prose.

Saving Fish from Drowning leaves the reader with a lot to reflect about especially about life. Sometimes we intend the best and impose our standards on others - trying to 'save' others from themselves or from their current predicaments, but in the process, we do worse for them.

This book is about a 'ghost' telling a story about her companions travelling to Burma. They got 'kidnapped' by a tribe in a case of 'mistaken identity' where one of them was recognised as a saviour.

Funny, witty and sometimes sad.

Great book to read.

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A Whole New Mind - Daniel H Pink

8 Stars

• Hardcover: 272 pages
• Publisher: Riverhead Hardcover (March 24, 2005)
• Language: English
• ISBN-10: 1573223085
• ISBN-13: 978-1573223089

In this book, Pink talks about humanity's transition into the next age.

Ages: Agricultural (strength) --> Industrial(Machines) --> Information(knowledge worker) --> Conceptual(holistic thinking)

Our transition is fueled by the 3 As:

1) Abundance - from fulfillment shifting from utility(meeting basic needs) to experential(meeting wants)

2) Asia - outsourcing and growing competitiveness

3) Automation - increasingly sophisticated computers to replace routine jobs

Pink discusses that in order to stay relevant and ahead, we just develop our mind holistically - shifting our emphasis on the left brain more to the right brain.
The differences between the 2 halves are:

1. One controls the opposite side of the body

2. Left - sequential, right - simultaneous

3. Left - text, right -context

4. Left - details, right - big picture

To develop the right side to meet the increasingly vigourous needs of the future, Pink suggests to hone our 6 senses of the right brain. These 6 senses are separate but they are closely linked and overlapped. Pink also adds a portfolio segment at the end of each 'senses' chapter on how to develop that particular sense.

(1) Design

It is illustrated that the world is moving beyond functionality to something that adds in an engaging experiential component to life. Design can only make the difference between 2 products with the same function. To develop this, we can diversify our learning, don't conform to the masses, be choosy and to learn how to be creative.

(2) Story

We remember details better if they are part of a bigger story due to the emotion factor. Such engaging experiences will only attract.

(3) Symphony

This is the ability to synthesize than analyze. Seeing relationships, connecting different parts, recognising the bigger picture and creating new from old are ways to be different. This is something a computer cannot do. We ought to practice drawing, being metaphorical and keep asking 'why nots' instead of 'why'.

(4) Emphathy (feel bad with; different from sympathy - feel bad for)

The ability to connect with people is increasingly being recognised as a necessary trait in a globalising world. This can be seen in the need for people-skills in job recruitment as well. We can hone this skill by volunteering and putting ourselves in people's shoes constantly.

(5) Play

It is a trend that people are seeking work that are more 'play'. Passion is the key word. Entertainment is one of the largest industry and merging it with work to value-add gives greater incentive for people to seek this course.

Humor is equally important to develop meaningful relationships and creating better lives.

(6) Meaning

There is an increasing connection with our work and something spiritual. The need to connect with something deeper gives meaning to our experience in life. We can hone this by dedicating work to some cause or to show gratitude daily.

The book is summarised into 3 questions:

1. Can someone do what you are doing for cheaper?

2. Can a computer do what you are doing faster?

3. Are you offering something what others cannot?

Empathy Quotient

Systemizing Quotient

Humor scale

Spot the fake smile

Reading the mind in the eyes

Spirituality and Well-being

The Punisher

• Mass Market Paperback: 320 pages
• Publisher: Del Rey; 1st edition (March 2, 2004)
• Language: English
• ISBN-10: 0345475569
• ISBN-13: 978-0345475565
• Product Dimensions: 6.7 x 4.1 x 1 inches

A good leisurely read to refresh what has been shown in the movie. Sadly, it does not fill in on any extras that can shed more light about THE PUNISHER.