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The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market
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 maximise revenue and profitability.
Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organisations 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...maximise 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
CONTENTS:
Introduction
A: Analyse Here, There, and Everywhere
Chapter 1: Listening and Analysing in the Global World
Chapter 2: Segmentation in Action: The Nortel Case
Chapter 3: Globalisation: 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: Energise the Ecosystem and Market
Chapter 10: The New Vessels
Chapter 11: Energise 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 Organisation 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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