Exclusive free excerpt of Youtility: Why Smart Marketing is About Help not Hype, the new marketing book by Jay Baer. The difference between helping and selling is only two letters, but those two letters make all the difference. What if your marketing was so useful, people would pay for it?
Youtility - Why Smart Marketing is About Help Not HypeJay Baer
The executive summary of Youtility: Why Smart Marketing is About Help not Hype, the new marketing book from Jay Baer that shows how companies can use truly, inherently useful marketing to win customer attention and loyalty. This presentation includes 14 exclusive summary videos from Jay Baer.
From Jay Baer and Convince & Convert, The Power of Everything is an ebook from an all-star cast of modern marketing practitioners, who provides short reflections on the power of mobile, content, corporate culture, big data and more.
This ebook will inspire you to become a better marketer in 2013 and beyond, and fill you in on some of the key trends shaping social media marketing and digital marketing success in the modern age.
Marketers think they've seen it all, but they are usually blind to the truths of customer needs. Here's how to move beyond data to get to real insights that will improve your marketing and build your business.
Content marketing has taken center stage for many brands and companies in recent years. Storytelling, useful content, and building relationships have increased in importance. How can you make content marketing the star of your marketing? Read more from Content Marketing World 2015 speakers in the 2nd of our three #CMWorld eBooks.
This eBook is the second of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on how to take your content from supporting cast, to leading character.
This eBook is the final of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on the importance of content marketing measurement, and what you should be measuring now.
As we prepare for landing, we hope you've enjoyed our Content Marketing World conference ebook series, a great and fun project with our friends at TopRank Marketing. We hope to see you in September when you'll have a chance to listen to these great CMWorld 2017 speakers and industry authorities. Thanks for being on this journey with us!
Youtility - Why Smart Marketing is About Help Not HypeJay Baer
The executive summary of Youtility: Why Smart Marketing is About Help not Hype, the new marketing book from Jay Baer that shows how companies can use truly, inherently useful marketing to win customer attention and loyalty. This presentation includes 14 exclusive summary videos from Jay Baer.
From Jay Baer and Convince & Convert, The Power of Everything is an ebook from an all-star cast of modern marketing practitioners, who provides short reflections on the power of mobile, content, corporate culture, big data and more.
This ebook will inspire you to become a better marketer in 2013 and beyond, and fill you in on some of the key trends shaping social media marketing and digital marketing success in the modern age.
Marketers think they've seen it all, but they are usually blind to the truths of customer needs. Here's how to move beyond data to get to real insights that will improve your marketing and build your business.
Content marketing has taken center stage for many brands and companies in recent years. Storytelling, useful content, and building relationships have increased in importance. How can you make content marketing the star of your marketing? Read more from Content Marketing World 2015 speakers in the 2nd of our three #CMWorld eBooks.
This eBook is the second of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on how to take your content from supporting cast, to leading character.
This eBook is the final of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on the importance of content marketing measurement, and what you should be measuring now.
As we prepare for landing, we hope you've enjoyed our Content Marketing World conference ebook series, a great and fun project with our friends at TopRank Marketing. We hope to see you in September when you'll have a chance to listen to these great CMWorld 2017 speakers and industry authorities. Thanks for being on this journey with us!
What is Inbound Marketing? A Comprehensive, Downloadable Training PresentationHubSpot
Download and customize this complete training presentation to teach anyone in your company or organization all facets of inbound marketing. The training deck covers the inbound philosophy, methodology, and tool set so you can convey what inbound is, why it works, and how to actually attract, convert, close, and delight customers online.
Download and customize the PowerPoint deck here: http://hub.am/1tRznyz
Learn unusual tips, strategies and process for getting 10-100x more value from paid ad campaigns on Facebook, Twitter, YouTube, Linkedin & Google+, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales – all for less than $50 per campaign! Attendees will gain critical insights into how the algorithms of Paid Social Media advertising REALLY work, including Relevancy Score and Quality Adjusted Bids, which govern how often your ads show and what you pay for them. A must-attend session for Content, Social Media and PPC Marketers alike.
Ask yourself this question: is your approach to digital marketing strategy hitting all of your KPIs and objectives? For many marketers, the answer to that question is a resounding “maybe.” This Digital Marketing Strategy Master Class will give you the tools you need to answer that question. Learn how to research and craft personas, mine data and analytics for planning insights, create amazing planning shortcuts that save you time and optimize marketing campaigns to enhance your brand’s customer experience.
Joe Pulizzi's Epic Content Marketing - Sample ChapterJoe Pulizzi
This is a free, sample chapter for Joe Pulizzi's book "Epic Content Marketing - How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less". The book is now available for purchase at Amazon.com, B&N and wonderful bookstores near you.
Mind Games and Misconceptions - How Marketers & Salespeople are Irritating Th...HubSpot
Mind Games and Misconceptions - How Marketers & Salespeople are Irritating Their Leads
Mind-blowing stats that prove marketers and salespeople have been getting it all wrong when it comes to acquiring new customers.
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Traditional sales is good - but it's dead. What works is first educating customers. In today's digital economy much of that education is delivered through social content. In this master class Ramon shares his proven principles for using engaging content to make sales! Attendees leave with practical insight to take their businesses to the next level using social content. Social content marketing takes time, focus and a plan of action to work and work well - Ramon helps understand this in a simple, energized and humorous presentation. By attending this session, attendees will leave with practical take aways of using social media as a powerful tool for sales and branding. Ramon's unique take on social media will leave attendees with a fresh perspective and insight on using content (including video and more) to generate more sales in their business.
In our research and conversations, we've come across insights from top marketers, business leaders, and content experts that have educated, motivated, and inspired us. Here are some of our favorites. We hope you feel the same.
Interested in learning more about our strategy services and industry research? Have other quotes you love? We’d love to hear from you! Feel free to reach out at michael.brenner@newscred.com.
*Correction: Slide 27 should be attributed to Jonathan Perelman.
Tara Hunt - Your Social Media Strategy Wont Save YouCarsonified Team
Being friendly and helpful on Facebook and Twitter won't make your app succeed. In this valuable session, Tara will explain how to think 'customer centrically', put user happiness first, reward enthusiasts, learn not launch and raise whuffie. She'll also explain the difference between 'Influencers' and 'Enthusiasts' and why it's important to reach the latter. Don't miss it!
Sales is undergoing a radical and fundamental change in response to the evolving demands of a more informed and increasingly digital world of prospects. HubSpot CRO Mark Roberge interviewed nine thought leaders regarding their predictions on the Future of Sales.
Ben and Jerry’s CEO recently said that they view themselves as publishers and their agencies as publishers. Find out why he said that, and what that means for the future of marketing. Additionally, is the “Agency of Everything” an unrealistic fantasy or plausible reality? Attendees will learn what it takes to be one and/or what you have to do to hire one. In this session Simon will also speak about why brands need to uncover their unique Story Platform and how it impacts all future communications.
Face it: content is expensive. Done well, it requires an ecosystem of resources that might include writers, designers, developers or producers. Why bother with all of this expense if it’s not working for you? This Content Marketing Master Class will set you off down the right path on your content efforts. This class is jam-packed with tactics, tools and techniques that you can use to plan a strategic content calendar, create killer content with fewer resources and make your “back catalog” of content work harder for your business. The class will cover content planning and editorial strategy, content production and content optimization. If you are eager to polish your content marketing efforts in 2016, this is the class for you.
The 4 pillars of retail engagement and gives practical advice on how to meet them, based on thousands of hours of focus groups. This presentation was delivered live April 17, 2015.
20 amazing examples of content marketing coming straight from Joe Pulizzi's book, Epic Content Marketing. Examples include John Deere, Google, Adobe, LEGO, Coca-Cola, Red Bull, Copyblogger, American Express and many more.
Viral Traffic is something most marketers would practically kill for, yet it’s
often more elusive than the Loch Ness Monster or Bigfoot! It can be tough
to get viral traffic, but as you’ve undoubtedly seen others do it, you know
it’s possible.
So why exactly is viral traffic so valuable, anyway?
Well, it’s somewhat like the power of word-of-mouth marketing. You’ve
undoubtedly heard how valuable word-of-mouth marketing is, right? It’s a
form of social proof.
Let me ask you a question. If you were looking to buy something, who
would you be more likely to trust… the salesperson who stands to gain a
commission for selling you the product, or a good friend or family member
who recommends the product as one they have tried and loved?
Gerald
gerald-pilcher.com
What is Inbound Marketing? A Comprehensive, Downloadable Training PresentationHubSpot
Download and customize this complete training presentation to teach anyone in your company or organization all facets of inbound marketing. The training deck covers the inbound philosophy, methodology, and tool set so you can convey what inbound is, why it works, and how to actually attract, convert, close, and delight customers online.
Download and customize the PowerPoint deck here: http://hub.am/1tRznyz
Learn unusual tips, strategies and process for getting 10-100x more value from paid ad campaigns on Facebook, Twitter, YouTube, Linkedin & Google+, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales – all for less than $50 per campaign! Attendees will gain critical insights into how the algorithms of Paid Social Media advertising REALLY work, including Relevancy Score and Quality Adjusted Bids, which govern how often your ads show and what you pay for them. A must-attend session for Content, Social Media and PPC Marketers alike.
Ask yourself this question: is your approach to digital marketing strategy hitting all of your KPIs and objectives? For many marketers, the answer to that question is a resounding “maybe.” This Digital Marketing Strategy Master Class will give you the tools you need to answer that question. Learn how to research and craft personas, mine data and analytics for planning insights, create amazing planning shortcuts that save you time and optimize marketing campaigns to enhance your brand’s customer experience.
Joe Pulizzi's Epic Content Marketing - Sample ChapterJoe Pulizzi
This is a free, sample chapter for Joe Pulizzi's book "Epic Content Marketing - How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less". The book is now available for purchase at Amazon.com, B&N and wonderful bookstores near you.
Mind Games and Misconceptions - How Marketers & Salespeople are Irritating Th...HubSpot
Mind Games and Misconceptions - How Marketers & Salespeople are Irritating Their Leads
Mind-blowing stats that prove marketers and salespeople have been getting it all wrong when it comes to acquiring new customers.
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Traditional sales is good - but it's dead. What works is first educating customers. In today's digital economy much of that education is delivered through social content. In this master class Ramon shares his proven principles for using engaging content to make sales! Attendees leave with practical insight to take their businesses to the next level using social content. Social content marketing takes time, focus and a plan of action to work and work well - Ramon helps understand this in a simple, energized and humorous presentation. By attending this session, attendees will leave with practical take aways of using social media as a powerful tool for sales and branding. Ramon's unique take on social media will leave attendees with a fresh perspective and insight on using content (including video and more) to generate more sales in their business.
In our research and conversations, we've come across insights from top marketers, business leaders, and content experts that have educated, motivated, and inspired us. Here are some of our favorites. We hope you feel the same.
Interested in learning more about our strategy services and industry research? Have other quotes you love? We’d love to hear from you! Feel free to reach out at michael.brenner@newscred.com.
*Correction: Slide 27 should be attributed to Jonathan Perelman.
Tara Hunt - Your Social Media Strategy Wont Save YouCarsonified Team
Being friendly and helpful on Facebook and Twitter won't make your app succeed. In this valuable session, Tara will explain how to think 'customer centrically', put user happiness first, reward enthusiasts, learn not launch and raise whuffie. She'll also explain the difference between 'Influencers' and 'Enthusiasts' and why it's important to reach the latter. Don't miss it!
Sales is undergoing a radical and fundamental change in response to the evolving demands of a more informed and increasingly digital world of prospects. HubSpot CRO Mark Roberge interviewed nine thought leaders regarding their predictions on the Future of Sales.
Ben and Jerry’s CEO recently said that they view themselves as publishers and their agencies as publishers. Find out why he said that, and what that means for the future of marketing. Additionally, is the “Agency of Everything” an unrealistic fantasy or plausible reality? Attendees will learn what it takes to be one and/or what you have to do to hire one. In this session Simon will also speak about why brands need to uncover their unique Story Platform and how it impacts all future communications.
Face it: content is expensive. Done well, it requires an ecosystem of resources that might include writers, designers, developers or producers. Why bother with all of this expense if it’s not working for you? This Content Marketing Master Class will set you off down the right path on your content efforts. This class is jam-packed with tactics, tools and techniques that you can use to plan a strategic content calendar, create killer content with fewer resources and make your “back catalog” of content work harder for your business. The class will cover content planning and editorial strategy, content production and content optimization. If you are eager to polish your content marketing efforts in 2016, this is the class for you.
The 4 pillars of retail engagement and gives practical advice on how to meet them, based on thousands of hours of focus groups. This presentation was delivered live April 17, 2015.
20 amazing examples of content marketing coming straight from Joe Pulizzi's book, Epic Content Marketing. Examples include John Deere, Google, Adobe, LEGO, Coca-Cola, Red Bull, Copyblogger, American Express and many more.
Viral Traffic is something most marketers would practically kill for, yet it’s
often more elusive than the Loch Ness Monster or Bigfoot! It can be tough
to get viral traffic, but as you’ve undoubtedly seen others do it, you know
it’s possible.
So why exactly is viral traffic so valuable, anyway?
Well, it’s somewhat like the power of word-of-mouth marketing. You’ve
undoubtedly heard how valuable word-of-mouth marketing is, right? It’s a
form of social proof.
Let me ask you a question. If you were looking to buy something, who
would you be more likely to trust… the salesperson who stands to gain a
commission for selling you the product, or a good friend or family member
who recommends the product as one they have tried and loved?
Gerald
gerald-pilcher.com
I gave this presentation August 2012 at the Social Media Intelligence Summit in San Francisco. This presentation does not lay out your B2C social media strategy for you. Instead, it takes a bigger look at why you are using social media in the first place, and how it is serving your business goals. This presentation originally contained no written words. I added in the spoken portion as text so that it makes sense online.
I can already see business owners discussing how wrong of a statement this headline is. The owner is the visionary and their role is paramount to the business. Right?
I am no stranger to being the person behind driving a business. But there was once a question my mother asked me when I was studying business at College – it seemed somewhat of a simple one…
Sheet1Presentation by Tony StudentSlide NumberSlide TitleSlide Tex.docxbjohn46
Sheet1Presentation by Tony StudentSlide NumberSlide TitleSlide TextNarrativeComments1Social Media in the WorkplaceTitle Slide2Introduction“Twitter is not a technology, it’s a conversation – and it’s happening with or without you.” – Charlene Li, author
Over 306 million active Twitter users send 500 million Tweets daily *Hello, my name it Tony Student, I currently work as an Information Security Manager at a financial services firm in the Washington DC Metro area and am responsible for securing a multi-trillion dollar financial platform. Part of my responsibilities is to provide training and awareness on topics that deal with Information Security including the use of Social Media in the Workplace.
Social media is a powerful platform which helps connect people. According to Charlene Li, author of Groundswell, “Twitter is not a technology, it’s a conversation – and it’s happening with or without you.”
Consider the fact that every minute of every day roughly 5,800 tweets are posted to the Twitterverse. This amounts to over 500 million tweets daily! That statistic definitely echoes the sentiment of Charlene Li and is an important thing to consider when it comes to business. Social media can become a positive part of promoting a company's brand and allows a business to provide supreme customer service.3AgendaSocial Media Primer
Five Leading Practices on Social Media
Best Buy Case Study
Closing Remarks
Questions and AnswersFor today's agenda we are going to cover the following topics:
Social Media Primer - Which will provide insight into what social media is and its purpose
Five Leading Practices on Social Media - Tips on the appropriate use of Social Media
Best Buy Case Study - An example of how one big box retailer sets the tone and expectation on social media for business use
Closing Remarks - Final thoughts one how transformative social media can be for business
Questions and Answers - To be able to provide some time to answer those burning questions that you didn't realize you had until you saw this material.4Social Media PrimerAn online medium for social collaboration *
It’s all about the content
Pictures
Videos
Music
Social Media can enable business
Platforms include LinkedIN, Twitter, Facebook, etc.
According to the English Oxford Living Dictionary, Social Media are "Websites and applications that enable users to create and share content or to participate in social networking."
In other words, social media in an online medium for social collaboration. All said and done, it's all about the content that people and companies produce and publish to the masses. The platform is an enabler for businesses to create accessibility for consumers to producers of a product or idea.
Examples of social media platforms that you may already be familiar with include, LinkedIN, a professional social networking site; Twitter, a microblogging site, and Facebook which originally started out as a place for college folks to collaborate and quickly turned .
Sheet1Presentation by Tony StudentSlide NumberSlide TitleSlide Tex.docxmaoanderton
Sheet1Presentation by Tony StudentSlide NumberSlide TitleSlide TextNarrativeComments1Social Media in the WorkplaceTitle Slide2Introduction“Twitter is not a technology, it’s a conversation – and it’s happening with or without you.” – Charlene Li, author
Over 306 million active Twitter users send 500 million Tweets daily *Hello, my name it Tony Student, I currently work as an Information Security Manager at a financial services firm in the Washington DC Metro area and am responsible for securing a multi-trillion dollar financial platform. Part of my responsibilities is to provide training and awareness on topics that deal with Information Security including the use of Social Media in the Workplace.
Social media is a powerful platform which helps connect people. According to Charlene Li, author of Groundswell, “Twitter is not a technology, it’s a conversation – and it’s happening with or without you.”
Consider the fact that every minute of every day roughly 5,800 tweets are posted to the Twitterverse. This amounts to over 500 million tweets daily! That statistic definitely echoes the sentiment of Charlene Li and is an important thing to consider when it comes to business. Social media can become a positive part of promoting a company's brand and allows a business to provide supreme customer service.3AgendaSocial Media Primer
Five Leading Practices on Social Media
Best Buy Case Study
Closing Remarks
Questions and AnswersFor today's agenda we are going to cover the following topics:
Social Media Primer - Which will provide insight into what social media is and its purpose
Five Leading Practices on Social Media - Tips on the appropriate use of Social Media
Best Buy Case Study - An example of how one big box retailer sets the tone and expectation on social media for business use
Closing Remarks - Final thoughts one how transformative social media can be for business
Questions and Answers - To be able to provide some time to answer those burning questions that you didn't realize you had until you saw this material.4Social Media PrimerAn online medium for social collaboration *
It’s all about the content
Pictures
Videos
Music
Social Media can enable business
Platforms include LinkedIN, Twitter, Facebook, etc.
According to the English Oxford Living Dictionary, Social Media are "Websites and applications that enable users to create and share content or to participate in social networking."
In other words, social media in an online medium for social collaboration. All said and done, it's all about the content that people and companies produce and publish to the masses. The platform is an enabler for businesses to create accessibility for consumers to producers of a product or idea.
Examples of social media platforms that you may already be familiar with include, LinkedIN, a professional social networking site; Twitter, a microblogging site, and Facebook which originally started out as a place for college folks to collaborate and quickly turned .
Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business Paper...Marketing College Forum
This guide from New York Times bestselling author Donald Miller, is a must-have for any marketing professional or small business owner who wants grow their business. It will teach you how to create and implement a sales funnel that will increase traffic and drive sales.
Every day, your company is losing sales simply because you do not have a clear path to attract new customers. You’re not alone.
Based on proven principles from Building a StoryBrand , this 5-part checklist is the ultimate resource for marketing professionals and business owners as they cultivate a sales funnel that flows across key customer touchpoints to effectively develop, strengthen, and communicate their brand’s story to the marketplace. In this book, you will learn:
The three stages of customer relationships.
How to create and implement the one marketing plan you will never regret.
How to develop a sales funnel that attracts the right customers to your business.
The power of email and how to create campaigns that result in customer traffic and a growth in brand awareness.
The keys to wireframing a website that commands attention and generates conversions.
The inability to attract and convert new customers is costing business owners valuable opportunities to grow their brand. This prevents companies, both big and small, from making the sales that are crucial to their survival. With Marketing Made Simple, you will learn everything you need to know to take your business to the next level.
The 10 most frequently asked marketing questionSheejo George
Every marketer is bound to seek answers to various marketing related questions. If you are one of the marketers plagued by marketing questions, you have arrived at the right place. This blog post discusses 10 marketing questions and their answers in detail.
MGT 499 Week 3 responseBrian Rehmann1. I would say that Domi.docxroushhsiu
MGT 499 Week 3 response
Brian Rehmann
1. I would say that Domino’s focuses on the shareholder perspective. This is largely in part to the fact that when you visit their website, right off the bat they have a tab for investors (aka future stakeholders). Looking even deeper into the website, it has multiple sections where it talks about the returns made to investors, its competitive advantage of using effective business strategies, as well as stock pricing and past amounts made in the stock market.
2. Some disadvantages of using the shareholder perspective for a company is first off, that information is always retroactive. You’re constantly looking at past successes hoping that they will follow suit and predict future trends. A huge issue with this is the notion of correlation doesn’t account for causation. Furthermore, it is just a small glimpse of the company itself. This information isn’t always compared to outside forces giving it a very narrow view.
Mark Kaschalk
Question 1:
I believe Domino’s Pizza is focusing on the shareholder perspective. Under the strengths section they mention they are the largest pizza company in the world based on global retail sales, and the number one pizza delivery company in the United States. Also, they emphasize technological innovations and product innovations. For example, by focusing on technology customers can reorder their favorite menu item in less than 30 seconds. Potential and current investors will see these strengths and how Domino’s is planning to sustain a competitive advantage in the pizza industry, which in turn will have more people investing in Domino’s and hoping for a nice return on their investment.
Question 2:
One disadvantage of the shareholder perspective is macroeconomic factors. Right now the unemployment rate is really high in Michigan and the country due to the corona virus. This has caused a lot of stocks to plummet and lose value. By solely focusing on the shareholder perspective one can lose sight of other important advantages of company. Another disadvantage of the shareholder perspective is the psychological mood of investors. For example, there are times when stocks have a lot of hype around them causing people to panic buy which inflates the value of the stock. In reality, the stock should not be valued that high. Typically, after a few weeks of excitement surrounding the stock, it adjusts to appropriate value which usually means people lose money on their investment.
MKT 310 week 5 response
Marisa Bourn
1. Within the past 5 days I have learned so much about digital privacy from Note to Self's series. Although most people do not like how much data the Internet has on us, it almost feels as if there is nothing we can do about it. We are giving so many websites free data on us without even realizing it. I learned some applications can access our contacts and sell them, which is probably why we get so many spam phone calls. We give away our rights in just a few clicks, .
MGT 499 Week 3 responseBrian Rehmann1. I would say that Domi.docxendawalling
MGT 499 Week 3 response
Brian Rehmann
1. I would say that Domino’s focuses on the shareholder perspective. This is largely in part to the fact that when you visit their website, right off the bat they have a tab for investors (aka future stakeholders). Looking even deeper into the website, it has multiple sections where it talks about the returns made to investors, its competitive advantage of using effective business strategies, as well as stock pricing and past amounts made in the stock market.
2. Some disadvantages of using the shareholder perspective for a company is first off, that information is always retroactive. You’re constantly looking at past successes hoping that they will follow suit and predict future trends. A huge issue with this is the notion of correlation doesn’t account for causation. Furthermore, it is just a small glimpse of the company itself. This information isn’t always compared to outside forces giving it a very narrow view.
Mark Kaschalk
Question 1:
I believe Domino’s Pizza is focusing on the shareholder perspective. Under the strengths section they mention they are the largest pizza company in the world based on global retail sales, and the number one pizza delivery company in the United States. Also, they emphasize technological innovations and product innovations. For example, by focusing on technology customers can reorder their favorite menu item in less than 30 seconds. Potential and current investors will see these strengths and how Domino’s is planning to sustain a competitive advantage in the pizza industry, which in turn will have more people investing in Domino’s and hoping for a nice return on their investment.
Question 2:
One disadvantage of the shareholder perspective is macroeconomic factors. Right now the unemployment rate is really high in Michigan and the country due to the corona virus. This has caused a lot of stocks to plummet and lose value. By solely focusing on the shareholder perspective one can lose sight of other important advantages of company. Another disadvantage of the shareholder perspective is the psychological mood of investors. For example, there are times when stocks have a lot of hype around them causing people to panic buy which inflates the value of the stock. In reality, the stock should not be valued that high. Typically, after a few weeks of excitement surrounding the stock, it adjusts to appropriate value which usually means people lose money on their investment.
MKT 310 week 5 response
Marisa Bourn
1. Within the past 5 days I have learned so much about digital privacy from Note to Self's series. Although most people do not like how much data the Internet has on us, it almost feels as if there is nothing we can do about it. We are giving so many websites free data on us without even realizing it. I learned some applications can access our contacts and sell them, which is probably why we get so many spam phone calls. We give away our rights in just a few clicks, .
Social media – everyone is thinking about it in some way, shape, or form. As a small business owner, it’s often daunting to figure out how to prioritize your time and participate in social media in the most productive way possible.
To help you sort through the noise, we’ve reached out to a panel of esteemed social media experts and asked them all a single question: “What is the most effective way a small business can use social media“?
This is the talk I gave at Goodwill's Summer Learning event in Atlanta, GA on August 10, 2010. It covers how to help your employees go online and socialize your brand, how to measure their efforts, and how to handle some archetypes of social media crises.
We match marketers to their future customers. Through our large array of media products, Convince & Convert Media helps companies increase leads and generate sales by putting the right message in front of the perfect audience.
How can we help you generate more leads and sales? Or how can we help you create and manage your own digital media products? Contact Us and we’ll be in touch immediately to set up a no obligations, pain-free conversation.
7 Content Marketing Trends That Matter in 2017Jay Baer
Content marketing will be harder than ever in 2017. More content. More competition. More channels. More pressure. Jay Baer and his Convince & Convert Consulting team present the 7 content marketing trends you need to know (and implement) in 2017.
How Fast is Fast Enough: New research shows how fast companies have to respo...Jay Baer
Customers want an answer, and they want it now! New research from Jay Baer - included in his best-selling book about customer service - Hug Your Haters - shows precisely how fast companies need to respond to consumer questions and complaints on Twitter, Facebook, Instagram and beyond. This presentation and the corresponding research is a must for anyone in customer service, social media, digital marketing, customer success, and all business owners and managers that care about customer service, customer experience, customer retention, and customer satisfaction. For a LOT more on this topic, see HugYourHaters.com
Smarketing - Sales and Marketing Cooperation is Doable and PowerfulJay Baer
Smarketing is when sales and marketing departments work together harmoniously. Companies that implement a smarketing approach achieve 400% higher revenue growth than companies that do not. Critical for B2B, the Smarketing concept was popularized by Hubspot. This presentation was created by Jay Baer and originally delivered for the Cisco 2016 Partner Summit. B2B marketers and B2B sales people should find this information of interest.
You can spend your time and money on leased social communities like Facebook, Twitter, Linkedin, Instagram or Pinterest...and many companies are doing just that.
But, those communities do not offer a reliable way to communicate with your customers and fans WHEN and HOW you want to.
That's why smart companies are swinging the pendulum back to the "original" social media...back to owned social communities.
More control, more engagement, more reliability. That's the owned social community dynamic. Maybe it's time you looked into this option for your own social media program?
This Slideshare is based on a blog post from Jay Baer on the Convince & Convert blog. (convinceandconvert.com)
Four Photography Tips for Social Media #smsecretsJay Baer
4 photography tips to make your social media photos much, much better on Instagram, Facebook, Pinterest, Twitter, Google + and Snapchat.
These social media secrets are part of the #smsecrets program, and come from Convince & Convert Media.
Want to know how to better use lighting, composition, and camera angles on Instagram? Learn that and more in this dynamic presentation from Jay Baer, Daniel Lemin, and the Convince & Convert media team.
A solid guide for aspiring social media marketers and content marketers, world-wide.
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsJay Baer
Here's how to create a content marketing strategy your customers will love, in 7 steps. This presentation from global content marketing consultant, keynote speaker, and New York Times bestselling author Jay Baer will help you craft a winning content marketing strategy for your brand or organization. The principles in this presentation are used by Jay Baer and his Convince and Convert consulting firm on behalf of some of the largest companies in the world. Learn how corporate objectives, audiences, audience inquiries, metrics, content execution, and even social media work together to make content marketing programs successful. You'll want to print this one out and/or share it with your team.
The 8 Things Online Influencers Can Do For YouJay Baer
How can online influencers help grow awareness, sales and loyalty for your business and your brand? How do you find online influencers (there are 4 methods of doing so)? Once you're found online influencers that are a good fit for your brand, what do you ask them to do, and why? This information-rich presentation from Jay Baer of Convince and Convert and TapInfluence provides these answers, and more.
Shotguns trump rifles: Why social media strategy is now a volume playJay Baer
Reliable reach is now a unicorn in social media. Businesses must now shift their social media strategy and build a touchpoint corral around their customers, says Jay Baer. There are 3 reasons why reliable reach is so difficult, and why adding channels and volume to your social media strategy is now a best practice.
I was an early adopter of live Twitter interviews (twitterviews), long before George Stephanopoulos popularized the concept by chatting with Senator John McCain in 140 character bursts.
My first Twitter interview with with social media consultant Joseph Jaffe on October 10, 2008. Since then, I’ve conducted regular Twitter interviews with a series of social media luminaries, on an approximately twice monthly schedule.
The interview series is called Twitter 20 because I ask 20 questions during the sessions – which last approximately 90 minutes. The hash tag is #twt20 and I post transcripts of all interviews here.
I find the format to be very interesting and informative, as it cuts through the clutter and forces both interviewer and interviewee to be clear and concise. Some incredibly interesting insights have been offered as part of the Twitter 20 series.
Learn more about Convince and Convert at http://www.convinceandconvert.com or how you can work with Jay Baer at http://jaybaer.com.
7 Ingredients for Employee Social Media AdvocacyJay Baer
Your employees are your best social media advocates. Or at least they should be. In this useful presentation, Jay Baer of Convince and Convert provides the 7 key ingredients needed to develop, launch and sustain a thriving social media advocacy program in your company.
For more on social media advocacy, visit http://www.convinceandconvert.com or http://www.addvocate.com
Crushing 11 Big Myths About Social Media and Content MarketingJay Baer
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21 Quotes That Will Change the Way You Think About MarketingJay Baer
From the new marketing book from Jay Baer, it's 21 Quotes That Will Change the Way You Think About Marketing, featuring some of the smartest minds in content marketing today.
When do you pay the money to promote a Facebook post? Jay Baer and Convince & Convert developed this handy chart that tells you when to pull the trigger on promoted posts on Facebook.
23 social and digital services agencies should offerJay Baer
What does it mean to be an "agency"? You need to expand your palate and your palette if your agency is going to get a share of the increasing social media and digital marketing services pie. In this specific, useful presentation derived from years advising dozens of agencies across North America, social and digital consultant Jay Baer of Convince & Convert unveils 23 Social and Digital Services Agencies Should be Selling - But Probably Aren't.
Facebook and Email - Integrating Two Important ChannelsJay Baer
Facebook and email are more alike than different. In this presentation from Jay Baer - given as the kickoff to the Advanced Facebook Ads 2012 virtual conference - you'll see why email is Madonna, and Facebook is Lady Gaga. The same thing, but with a new coat of paint.
Learn 17 ways to integrate these two important marketing channels.
This is the most important presentation you may never need. Social media crises can and do occur, and companies must be prepared to respond swiftly and wisely. In this presentation drawn from his acclaimed social business book, the NOW Revolution, social strategist Jay Baer provides 4 pre-crisis planning keys, and 8 concrete steps for handling a social media crisis. Loaded with actionable tips and real-world social media crisis examples, this is a presentation you'll want to print and save.
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Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
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2. why Smart Marketing
is about Help not hype
YOutility
Jay Baer
Portfolio / Penguin
Visit YoutilityBook.com
3. Foreword ix
Introduction 1
Part I
Turning Marketing Upside Down 5
Chapter 1
Top-of-Mind Awareness 7
Chapter 2
Frame-of-Mind Awareness 17
Chapter 3
Friend-of-Mine Awareness 26
Part II
The Three Facets of Youtility 47
Chapter 4
Self-Serve Information 49
Chapter 5
Radical Transparency 70
Contents
Visit YoutilityBook.com
4. Chapter 6
Real-Time Relevancy 92
Part III
Six Blueprints to Create Youtility 119
Chapter 7
Identify Customer Needs 121
Chapter 8
Map Customer Needs to
Useful Marketing 133
Chapter 9
Market Your Marketing 141
Chapter 10
Insource Youtility 154
Chapter 11
Make Youtility a Process, not a Project 164
Chapter 12
Keeping Score 174
Youtility: An Easy Reference Guide 187
Acknowledgments 195
Author’s Note: E-mail Me 197
Notes 201
Index 211
Visit YoutilityBook.com
5. | 26 |
Chapter 3
Friend-of-Mine Awareness
T
op-of-mind awareness is an overripe banana,
tenuously clinging to relevancy. Frame-of-
mind awareness is an apple, worthy of eat-
ing, but not enough to sustain you. Luckily, colossal shifts
in how, where, and why consumers access information have
made a new, third marketing method possible.
I call this friend-of-mine awareness, and it’s predicated on
the reality that companies are competing against real people
for the attention of other real people. To succeed, your pro-
spective customers must consider you a friend. And if, like
their friends, you provide them real value, if you practice
Youtility rather than simply offer a series of coupons and
come-ons, they will reward your company with loyalty and
advocacy, the same ways we reward our friends.
Visit YoutilityBook.com
6. FRIEND -OF-MINE AWARENESS
| 27 |Personal and Commercial Relationships
Have Merged
Like never before in the history of business, our personal
and commercial relationships are merging and entangling,
line for line, pixel for pixel. When I looked at my Facebook
news feed recently, the first thing I saw was a status update
from my friend Chris Moody, a community manager for the
software company Redhat Linux, about his son: “In less than
a month, my little man will be 1 year old. Crazy how fast it
has gone by! Dad Life.”
Next, I saw a post from marketing automation software
company Marketo, promoting a blog post titled “How to
Get More Out of Your Content Promotion.” I am drawn to
this post because it incongruously uses a photo of Honey
Boo Boo as accompanying artwork.
The next item was from my wife, who was being particu-
larly forthcoming about the new schedule she will have when
school starts for our kids. “Not doing well with this getting
up early thing,” she writes.“I think we’re in big trouble when
school starts in a couple of weeks.”
Completing my cross section of four consecutive news
feed items was another photo, this time from the New Media
Expo conference, linking to a compendium of blog and pod-
cast coverage of their recently completed event.
Let’s recap. My Facebook feed looked like this: Friend . . .
Company . . . Spouse . . . Company. I’ll bet yours looks
somewhat similar, as, according to 2012 data from Edison
Research, 76 percent of American social media users have
“liked” a brand on Facebook.1
Visit YoutilityBook.com
7. YOUTILITY
| 28 |
What you have is an intermingled mixture of information
that matters to you because of personal relationships, and
information that matters to you because of commercial re-
lationships. It’s not just Facebook, either. Twitter works the
same way, as do YouTube, Instagram, Pinterest, e-mail, blogs,
and podcasts, too. For the first time, companies have to com-
pete on the very same turf as our family and friends, using the
very same tools and technologies and media and messaging
as consumers.
My wife doesn’t buy radio ads to try and get my attention.
My friends don’t buy newspaper ads. My pal Chris Moody
does not buy outdoor advertising or try to optimize his con-
tent so that I see it. But the opposite is most definitely true.
Companies are now invading the spaces and mechanisms
that we’re using to connect personally.
Two Ways to Conquer the Invitation Avalanche
Consumers are being subjected to an invitation avalanche,
with every company of every size, shape, and description
asking people to like them, follow them, friend them, click,
share, and +1 them. This is in addition to the interruption
marketing tactics and findability campaigns already in ex-
istence. At best, it wears thin. At worst, it does more harm
than good to brand equity and contributes to the distrust of
business spotlighted in Edelman’s Trust Barometer.
There are only two ways companies can differentiate them-
selves within this din and derive meaningful business results.
The first is to be disproportionately amazing, interesting, hu-
man, wacky, irreverent, or timely. This is where advice to “hu-
Visit YoutilityBook.com
8. FRIEND -OF-MINE AWARENESS
| 29 |
manize” using social and new media stems from. It’s also the
wellspring that feeds the quest to deliver knockout customer
experiences—doing so creates “buzzworthy moments” that
boost awareness and loyalty. It’s where real-time “newsjack-
ing” (as David Meerman Scott calls it in his book by the same
name) comes into play—where you listen to the zeitgeist so
aggressively, and where your organization is tuned so perfect-
ly, that you can capitalize on opportunities in an instant. It’s
at the heart of the pitch-perfect and real-time Oreo response
to the Super Bowl blackout, whereby the brand created an
image of a lone cookie in shadows and the headline “You
Can Still Dunk in the Dark.”The image captured the moment
perfectly, and immediately went viral, with tens of thousands
of shares on Facebook, Twitter, and beyond.
All of that makes you smile, and it can create a psycho-
logical bond of kinship and recognition that yields loyalty
and advocacy among consumers. I believe in the premise of
amazing, interesting, human, wacky, irreverent, or timely so
much that I cowrote a book in 2010 that is partially devot-
ed to it—especially the human and timely components. But
here’s the truth: I’ve worked with more than seven hundred
companies as a marketing consultant, and I’ve come to real-
ize that while “be amazing” can work, it’s also extraordi-
narily difficult.
Telling someone to be amazing is like telling someone to
make a viral video. There’s no such thing as a “viral video.”
There are videos that become viral, but they are few and far
between. The marketing of “be amazing” is the marketing
of the swing-for-the-fences home run hitter. There are two
by-products of that approach: an occasional home run, and
many strikeouts.
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9. YOUTILITY
| 30 |
You can do better. You can break through the noise and
the clutter and grab the attention of your customers by em-
ploying a different approach that is reliable, scalable, func-
tional, and effective.
It’s simply this: stop trying to be amazing and start be-
ing useful. I don’t mean this in a Trojan-horse, “infomercial
that pretends to be useful but is actually a sales pitch” way. I
mean a genuine, “how can we actually help you?” way.
This is Youtility, and, quite simply, companies that prac-
tice it are followed, subscribed to, bookmarked, and kept on
the home screen of mobile devices. Companies that don’t . . .
aren’t. Not because they are worse companies, but because
they are trying to create customer connections based on
product and price, and customers are both tired of it and
able to filter through it more than ever.
My family is useful. My friends are useful. Companies can
be useful, too. Will yours?
@HiltonSuggests and the Power of
Real-Time Youtility
Hilton Worldwide (the parent company of Hilton Hotels and
their sister brands like Doubletree Hotels) has a program on
Twitter called Hilton Suggests. In 2012, @LTHouston wrote
on Twitter, “Good places to eat near the Magnolia Hotel in
Downtown Dallas for Saturday?”
@HiltonSuggests answered back, “@LTHouston, Wild
Salsa on Main or Campisi’s on Elm are awesome, both with-
in walking distance of your hotel in Dallas, enjoy. VAC.”
(VAC are the initials of the @HiltonSuggests team member
who sent the reply.)
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10. FRIEND -OF-MINE AWARENESS
| 31 |
Useful and kind, right? But here’s the difference-maker: The
Magnolia Hotel in Dallas isn’t a Hilton property.HiltonWorld-
wide is going out of their way to provide real-time restaurant
recommendations to a person who isn’t a current customer.
But someday, @LTHouston is going to be in a different
city, and she’s going to need a hotel, and she’s going to re-
member the help that @HiltonSuggests provided.
Nearly two weeks earlier, in a different city, Melanie J. aka
@RockstarExtreme wrote on Twitter,“Anybody know who’s
hiring in Orlando for professional positions at this time? It
seems like it’s at a standstill.”
@HiltonSuggests answered back,“@RockstarExtreme,Check
out OrlandoJobs.com for a comprehensive list in Orlando.”
Now, if I were @HiltonSuggests, I would have said, “Hey,
Melanie J., maybe one of your problems is that your Twitter
handle is @RockstarExtreme, and perhaps that’s not sending
the best signal to potential employers.” But that’s why I’m
not in customer service.
But, if Melanie J. manages to get a job and has money to
travel, and she’s going to stay in a hotel, where do you think
she’s going to reserve a room? Hilton.
The @HiltonSuggests program is currently a pilot initia-
tive in approximately twenty-five cities worldwide with high
Visit YoutilityBook.com
11. YOUTILITY
| 32 |
levels of leisure travel. In each, Vanessa Sain-Dieguez, the so-
cial media director for Hilton Worldwide, worked with local
hotel managers to find employees who wanted to listen and
help on Twitter. The tweeters aren’t all professional question
answerers, either. In fact, few of the @HiltonSuggests team
are from the concierge desks of the participating hotels. Per-
haps even more unexpectedly, many of them had no prior
experience on Twitter. They’re just hotel employees who love
their city and want to help visitors better enjoy it.
And there’s no question Hilton understands and is think-
ing about the long-term benefits of Youtility, especially un-
expectedly. “I think that’s actually our biggest opportunity,
when we reach out to someone who’s staying at a competi-
tor’s property or not staying with Hilton,” Sain-Dieguez says.
“That’s where we can make a difference, because they’re not
experiencing our hospitality within the hotel, and if you’re
not in the hotel, you may not be getting the same service, and
we could win you over.” But that takes time, she acknowl-
edges.“We’re not looking to win your stay on this trip. We’re
looking to make a real, authentic connection with you and
hopefully gain a customer for life.”2
One of the most critical elements of this program is the
way it combines Youtility and a human touch. Twitter is a
personal channel, and Hilton is essentially eavesdropping
strategically. That could be misinterpreted if the payoff was
more robotic and less deft. Most travel and hospitality orga-
nizations would think about a program like this and then try
to jump into conversations on Twitter with an exhortation to
download an official visitors’ guide or mobile application. To
not do so was a very specific choice made by Hilton.
“The whole idea there is, you might say, ‘I’m looking for
a restaurant,’ and I could give you twenty options. But they
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12. FRIEND -OF-MINE AWARENESS
| 33 |
may not fit what you’re looking for, and you have to sort
through those options,” Sain-Dieguez explains. “So we teach
the team to ask questions about specifics like, ‘Are you with
your spouse? Are you looking for kid friendly? Do you want
to go somewhere inexpensive?’ Then, based on their feed-
back, we can make a real recommendation.”
This isn’t just a hospitality program, either.While of course
the @HiltonSuggests team provides traveler recommenda-
tions most often, they are taught to help wherever they can.
Perhaps the best example of this ethos came in the early days
of the initiative, when a Memphis resident tweeted that his
dog was sick, and he didn’t know where to take it for care.
The @HiltonSuggests representative in Memphis saw the
tweet, knew a vet that he liked, and supplied the vet’s name
and address. Everything worked out fine, and the dog owner
tweeted afterward how amazed he was that Hilton would
take the time to recommend a vet to him. That’s friend-of-
mine awareness with real staying power.
“It’s funny,” says Sain-Dieguez. “When you help someone
and they come back and say thank you, it kind of sets off
endorphins or something. The team gets really energized by
it, so I think it almost makes them even more eager to look
a little more broadly beyond travel, and see where they can
help. It’s really worked out very well.”
She recognizes that the economic impact of @HiltonSug-
gests is small in comparison to the company’s overall market-
ing efforts. But she believes Youtility pays long-term dividends.
“It’s a huge value to the consumer to know, ‘No matter
where I am, no matter what brand I’m staying at, I can still
ask @HiltonSuggests because they helped me in the last five
cities I was in.’ That’s tremendous.”
Tremendous, indeed.
Visit YoutilityBook.com
13. YOUTILITY
| 34 | Phoenix Children’s Hospital Car Seat Helper
and the Power of Removing Indecision
Phoenix Children’s Hospital creates marketing people want.
People would probably even pay for it if asked, but the hos-
pital gives it away. They’ve tapped into a universal worry
among vehicle-owning parents: finding the correct car seat
for their child. Parents dread making a misinformed choice
about anything related to the safety of their children, and
the array of car seat models, sizes, and options is dizzying.
Phoenix Children’s Hospital helps parents make sound car
seat decisions with their free Car Seat Helper app, available
for Apple- and Android-powered smartphones and tablets.
The award-winning application is simple, singularly pur-
poseful, and highly effective. Parents enter the height and
weight of their child, and it instantly recommends the ap-
propriate type and size of car seat.
“So many people have their car seats installed wrong,”
says Allison Otu, formerly the media relations specialist for
the hospital. “At twenty-two pounds, all of a sudden you’re
supposed to get a new car seat. Is it front facing, rear facing?
Then you walk into Babies“R”Us and it’s so overwhelm-
ing . . . there are forty-five car seats in front of you. You’re
not sure what to do. That’s one of the reasons this has been
so successful, because it’s such a real-life application.”3
Phoenix Children’s Hospital didn’t have to determine
which car seats to recommend, as that information was al-
ready published by the American Academy of Pediatrics and
being handed out to parents in printed form by the hospital’s
Injury Prevention Center. Instead, the Car Seat Helper app
makes needed information far more accessible. It’s an im-
Visit YoutilityBook.com
14. FRIEND -OF-MINE AWARENESS
| 35 |
portant distinction, because Youtility doesn’t always require
creating helpfulness from scratch. Taking what already exists
and putting it in an inherently more helpful format can be
just as effective.
Brian Berg, founder of the mobile marketing consultancy
MediaKube and creator of the Car Seat Helper app, says,
“The American Academy of Pediatrics recommendations
came in a three-page flowchart of medical speak. There’s no
way anyone could make heads or tails of it. PCH thought it
would be a really great opportunity for an application, to
make it easy to use.”4
Berg’s design converted the flowchart
and its logic into the application, making the entirety of the
data available via a simple, four-question interface.
Visit YoutilityBook.com
15. YOUTILITY
| 36 |
In addition to recommending types of seats, the application
includes information about car seat recalls and video instruc-
tions for safe installation. It’s been downloaded tens of thou-
sands of times and carries a 4.5 (out of 5) rating in the iTunes
store. If you’ve used this application, live in the Phoenix area,
and something unfortunate happens to your child (she breaks
an arm, gets the measles, or something else requiring a hospi-
tal visit), are you going to go to the nearest clinic? No, you’re
going to go to Phoenix Children’s Hospital, which is utiliz-
ing Youtility to deepen bonds and break through the squall of
marketing noise faced by consumers—especially parents.
The impact of the program spreads far beyond the natural
geographical boundaries of the hospital, however.“We’ve had
responses from police departments, fire departments, and pub-
lic safety officers from New Jersey, from California, from all
over the place that have found this app, are downloading it,
and even using it in their own safety training,” Berg says.
It’s creating a ripple effect of recognition for Phoenix Chil-
dren’s Hospital, which competes with other major children’s
hospitals across the country for grants and donors. “It’s re-
ally extending the reach of the hospital beyond Phoenix,”
says Berg. “When these other organizations have their own
events, they’ll use this app as an educational tool, and en-
courage parents in other parts of the country to download it,
because the information isn’t Phoenix-specific.”SSAU
Visit YoutilityBook.com
16. YOUTILITY
| 37 |
The Three Facets of Youtility
As you’ll continue to find in this book, there are dozens of
companies helping customers and prospective customers
make better decisions, and benefitting as a result. These ex-
amples come from all across the business spectrum, from
large to small, global to local, companies that target business
customers, and those that target consumers directly, software
to retail to services to manufacturing. But there are three dis-
tinct facets of useful marketing. Not every program will in-
clude all of these; in fact, very few do. But every successful
Youtility features at least one of these three approaches, each
driven by huge shifts in consumer behavior.
The first is self-serve information: Giving people the op-
portunity to inform themselves how and when they wish,
instead of giving them information funneled through contact
mechanisms of the company’s choosing.
The second is radical transparency: Providing answers to
nearly every question a customer could conceivably ask—be-
fore they think to ask it.
The third is real-time relevancy: Using geolocation and
other specific circumstances to become massively useful at
particular moments in the life of the customer, and then fad-
ing into the background until the next opportunity to help
arises.
In the next section we’ll learn about these three condi-
tions and their important roles, and look at many examples
of companies that implement them.
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17. Watch the Official Trailer for Youtility >>
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