Will the Real You Please Stand Up

Préface
Social media goes from being an interesting diversion to a powerhouse, game changing marketing tool when you mix in the key missing ingredient, authenticity, and harness the power of the personal connection.

Auteur
Kim Garst is an internationally recognized social media expert. She is currently ranked by Forbes as the #8 Female Social Media Power Influencer in the world. She is also a regular contributor for the Huffington Post and her blog is listed as a Top 10 Social Media Blog by Social Media Examiner. Additionally, Kim is a noted keynote speaker, social media consultant and frequently cited/interviewed expert authority in print and on television for Businessweek, Fox News, NBC, CBS News and others.

Texte du rabat

Social media has grown up. What started just a few years ago as a quirky new way to find people, discuss events and connect has since woven itself into the fabric of our lives. 2 BILLION+ people now use social media on a regular basis as their single source for news, to research everything from cars to homes to burritos, to find, meet and marry and to connect and become part of the communities behind their favorite brands and companies. With so much competition it is difficult to stand out through the noise. In Will the Real You Please Stand Up , leading social media expert Kim Garst shares with you the tips, tricks and techniques that have helped her rise to, and stay at the top of the social media world. However, this is NOT a how tö book on social media. It is something much more powerful. It is a guided journey to discovering the most unstoppable force in nature, something which you already have but just don t know how to harness and unleash

Échantillon de lecture
In late 1994, Quaker Oats was fresh off the success of building Gatorade from a small, special-purpose athletic drink into a multibillion-dollar beverage brand. Quaker Oats Chairman William D. Smithburg then turned his attention to another beverage brand, hoping to repeat his success. That year Quaker Oats acquired the iconic Snapple for $1.7 billion, gaining a company built on low-budget, charming advertising. If the $1.7 billion brand could be built around The Snapple Lady, imagine what the marketing wizards at Quaker Oats could do once they got their hands on the company. Four years after the acquisition, Quaker sold Snapple for $300 million, booking a $1.4 billion loss. What happened? Many experts blamed the failure on several things: logistical issues, bad bottling contracts, an undeveloped distribution network, and, mostly, overconfident leadership. Do you want my opinion? Quaker failed because it tried to apply a number of big brand, slick marketing techniques to a company that had been built on an image of being the off-beat, quirky brand of the new generation. People liked that it was a unique alternative to the long-established brands. This glaring inauthenticity was apparent to Snapple's customers, whose loyalty began to wane. It seemed Snapple's so-called amateur marketing was part of its appeal. Once it was gone, so was the devotion of the people who were committed to it for this very reason. Compare this to the well-known and beloved story of Steve Jobs returning to Apple in 1997. At the time, Apple products were seen as marginalized, anachronistic, and not mainstream enough. According to Jobs, at his return, Apple was ninety days from bankruptcy. Today, Apple has a higher market valuation than Microsoft. Apple's products have defined a generation of new technology users. In a stunning show of brand loyalty, converts are willing to spend hours in line to be among the first to purchase new product versions, even when there aren't substantial changes in the version. What's the difference between these two brands? What determines the failure of one iconic brand and the comeback of another? Authenticity! I will make the case that authenticity is the game changer, the difference maker, and the secret sauce that makes marginal companies good and good companies great. I will help you find your authenticity and learn to weave it into everything your company does. I will show you how to use it not only to find but to cement relationships and turn customers into repeat buying apostles.

Contenu
Chapter 1: Why Authenticity? Chapter 2: How Do You Create Authenticity? Telling Your Brand's Story Chapter 3: Authentic Marketers Are Successful Because They Are Just Like You Chapter 4: Authentic Marketers Are Passionate Chapter 5: Authentic Marketers Don't Control the Conversation Chapter 6: Authentic Marketers Connect with and Build Communities Chapter 7: Authentic Marketers Understand Virality Chapter 8: What Happens When Authenticity Backfires? Chapter 9: Authentic Brands Thrive Chapter 10: Being Heard in a Noisy Social World<