WORLD GONE SOCIAL

Erscheinungsjahr 2014
ISBN: 978-0-8144-3326-3
Verlag: McGraw-Hill Education Ltd

Buch, Englisch, 256 Seiten, Format (B × H): 62 mm x 93 mm

ADVANCE PRAISE:   “An outstanding guide to better understand and communicate with the fastest-growing customer segment in the market—the Millennials. Excellent in-depth analysis of the data and extensive interviews with this customer group provide one of the best marketing tools available for reaching Millennials.”

— Ken C. Hicks, Chairman and CEO of Foot Locker, Inc.   “Why study Millennials? Because they’ll drive the trends that dominate the next 20 years of marketing. Marketing to Millennials is the quickest way to get inside the minds of this participatory, diverse, and misunderstood generation.”

— Josh Bernoff, SVP, Idea Development, Forrester Research, and coauthor of Empowered: Unleash Your Employees, Energize Your Customers, Transform Your Business   “Grounded in research and chock-full of actionable insights, this book is a must-read for anyone who wants to know what really works in engaging and winning the loyalty of Millennial consumers.”

— Maxine Clark, Founder and Chief Executive Bear, Build-A-Bear Workshop   “Marketing to Millennials is a long-awaited investigation of Millennials as consumers, breaking this generational monolith into addressable segments that provide both a map and compass to marketers looking to target the largest generation in American history.”   — Dan Coates, President of Ypulse   “It’s so refreshing to read a book about Millennials that treats them as whole, distinct people and actually recognizes that they have diverse points of view and outlooks on the world. This book is not just for ‘marketers who want to reach young people,’ but in fact for anyone who works in an office with Millennials, strives to reach a new audience, or simply wants to understand the new world of engagement that we live in today.”   — Aria Finger, COO of Do Something   “If you think this is just another research book—think again. Marketing to Millennials offers a direct line into the lives of this generation and explains what drives their behavior. With one-on-one interviews with both Millennials and the brands that are succeeding with them, this book delivers invaluable insight for any brand marketer interested in this generation.”

— Amy McAnarney, President, Retail Client Services at H&R Block

Autoren/Hrsg.

Coiné, Ted

Babbitt, Mark

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Inhaltsverzeichnis

CONTENTS Foreword by Peter Aceto, CEO, Tangerine • xii Introduction • xv SECTION I CHAPTER 1 Welcome to the Social Age 1 CHAPTER 2 The Customer Holds All the Cards 10 CHAPTER 3 The Social Employee: Good, Bad, and Way Past Ugly 22 CHAPTER 4 The Evolution of Social Recruiting 36 CHAPTER 5 The Engagement Era 50 CHAPTER 6 It Takes a Community 64 SECTION II CHAPTER 7 The Death of Large 78 CHAPTER 8 Flat: The New Black? 91 CHAPTER 9 The OPEN Challenge (Ordinary People, Extraordinary Network) 110 SECTION III CHAPTER 10 The Social Leader: A Blue Unicorn? 124 CHAPTER 11 Building a World-Class Team for the Social Age 147 CHAPTER 12 In the Social Age, Customer Experience Comes First 163 CHAPTER 13 And Stop Calling Me “Social Media Marketing!” 181 SECTION IV CHAPTER 14 Investing in Social: Is What You See Real? 202 CHAPTER 15 The Future of Business in a World Gone Social 216 References • 227 Index • 233

Über Autor(innen)

TED COINÉ was recently named a Forbes Top 10 Social Media Power Influencer. He is co-founder of Switch and Shift, a blog focused on leadership, culture, and change in the social century. MARK BABBITT is CEO and Founder of YouTern, a social community for young careerists that Mashable calls a "Top 5 Online Community for Starting Your Career."