Archives for category: Books
Newer Entries »

Book Review: Accelerate! by Arnie Kuenn

August 24, 2011 //
3

(Click on the image above to view the book on Amazon!)

With possibly the longest subtitle ever: “Move your business forward through the convergence of search, social & content marketing,” Accelerate! cannot be accused of false advertising.

Quiet simply, Accelerate is a blueprint for successfully using 21st century tools for small business online marketing. Written by Arnie Kuenn, the president of Vertical Measures in Phoenix, and a co-founder of the Arizona Interactive Marketing Association; Mr. Kuenn certainly knows his stuff. In fact, it is one of the few criticism of the book that I have, is that it gets a little dense at times, particularly early on. The Search Engine Optimization (SEO) section while being very detailed gets to be a little much and will require a couple of readings for all but the most experienced of readers. However, the style does settle down, and it would be a mistake to give up on the book as and what you are left with in the end is, a user friendly handbook for search, social media, and content marketing.

The book covers all the major players as you might expect; Facebook, Twitter, LinkedIn and Google; but is also covers a lot of the less mainstream sites. Accelerate! plucks a number online tools out from the magic geek SEO toolbox to help with almost every aspect of the radical overhaul of your marketing strategy that will undoubtedly unfold once you have finished the book. I myself, am already looking carefully at how I put posts together for my site and have joined a number of social bookmarking sites directly because of this book.

A self published book, also available in a Kindle edition, I was initially concerned about the physical binding on Accelerate! I’ve had problems in the past with the spines of self published books cracking and then loosing pages after a single reading. I’m happy to report that this is not the case with Accelerate! I did take care not to be too absusive to the spine, but i needn’t have worried, the book is in great shape and looks the same as when it arrived.

I mention the self publishing issue, not just because of quality, but also because the text of the book directly references it as well. With a subject such as search and social media marketing, it is easy to get very out of date very quickly – Google+, for example, is not mentioned once. As the text explains, being a self published book, in addition to being an E-book, allows for easier updates than traditional publishing. I, for one, hope we do get new editions on a fairly regular basis, because this a great resource and one I know I will be referring to for quite some time. In fact, I found it quite odd to see URLs in the footnotes and be unable to click on them – should have got the Kindle version!

Mr. Kuenn’s book will not tell you how to brand and create a marketing strategy for your business – hopefully that is why you read my blog! What Accelerate! will do, however, is tell you how to navigate the waters of the increasingly complex world of search, social media, and content marketing. This still might not mean that you still don’t need to hire someone of Mr. Kuenn’s caliber, or the man himself, to work with you on these magic things. But if you do you’ll at least know what they are talking about and why.

If you want to get serious about search, social media and content marketing, you need to buy this book – it does what is says on the cover!

(Clicking on the cover above will take you to the book’s Amazon page and contribute to my book buying habit / problem.)

Tags , , , , , , , , ,
Categories Arizona, Books, Business, Content Marketing, Marketing, Search, Social Media, Uncategorized

Book Review: Winning the Zero Moment of Truth – ZMOT by Jim Lecinski

August 16, 2011 //
1

(Click on the image above to download the book from Amazon!)

Being, essentially, 128 pages long (the appendix takes it up to 163 pages) and a free download it would be difficult to complain too much about the e-book: “Winning the Zero Moment of Truth.” Luckily you really don’t have to, as it makes for an engaging, and brief, read. It also has the potential to become an important work for those of us who care about marketing our businesses and the tools that we use to achieve that.

The Zero Moment of Truth is an attempt to update a model, first coined by Procter and Gamble in 2005, used to describe the marketing’s effect on the consumer. The model goes something like this: Stimulus; in the form of an advertisement, First Moment of Truth; when the consumer sees the product on the shelf in the store, and Second Moment of Truth; when the customer experiences the product they have bought. Although the terms were coined in the 21st century, the concept would be understood by a character on the TV show Mad Men. Zero Moment of Truth is an attempt to explain and define how search, and social media, has changed our buying and consuming habits as now there is now an additional step to this marketing model. This additional step is that advertising is now prodding us, the consumer, to research, ask our friends, and ask even complete strangers, about the product online before we get anywhere near the store or an e-commerce site.

Inter-spaced with video introductions to each chapter by marketers and search professionals, the book neatly dissects what the Zero Moment of Truth means for all of us – including consumers. It particularly, has no time for manufacturers who feel that their product does not generate the interest for social media – I wish my business had as many fans as “Bounce dryer sheets” to give you an example!

Another, potentially even more important, concept in the book is the idea that customers do not talk about bad experiences online. Obviously, it is not always the case, but Mr. Lecinski puts forward a compelling case that in the majority of circumstances, clients want to give good reviews far more than they want to give bad ones – preferring to forget about bad experiences. This being the case, the book argues, that unless you have a serious problem in your business (and you’d probably want to know about it if you did) reviews and comments are a chance to engage your clients and should not be ignored.

Since Mr. Lecinski is managing director, U.S. Sales & Service, for Google a book that extolls the virtues of search and reviews (Google places anyone?) could be seen as a little self-serving. This is probably fair, but it does not make anything that is said in the book any more relevant and important. Although, it does have to be said that the lack of mentions of Facebook (mentioned five times) and Twitter (mentioned twice) can be a bit jarring when compared to Google (mentioned 72 times). This is a minor gripe, however, and a great book from a very clever marketer.

I do, however, have a major gripe about this book and others of its ilk.

I read a lot, and when I do I listen to music – like I imagine most people do. Adding video into the mix is a logical extension of the e-book medium and I think it has a place – particularly in a book such as this – is logical. The problem with video content in books, however, is when the producers decide that they have to add background music as they would if they were producing a spot for television. Some basic understanding of the way your product is being consumed please people! I don’t want to have to mute what I’m listening to at the start of each chapter just so I can listen to someone speak!

This is still a very good book and well worth your time even if you never watch the videos – which I suggest you do – just remember to keep the remote for the music handy.

Tags , , , , ,
Categories Books, Content Marketing, Marketing, Search, Social Media

Book Review: Made to Stick – Why Some Ideas Survive and Others Die by Chip & Dan Heath

August 10, 2011 //
7

Another great book from the brothers Heath.

It is interesting to note that in retrospect the lessons of “Stick” have had such an impression on the authors that their follow up “Switch” (which I reviewed here) is all the better for it.

The concept of “stickiness” is lifted wholesale from Malcolm Gladwell’s The Tipping Point, but its practical applications go further, from my understanding that Galdwell’s popular work.The basic premises is that stories, personal connections, are what make ideas stick not great raw facts. This has huge implications for marketers and managers. The book delves very deep into why this concept works and does give some great real world examples as you would expect from a book with such a central theory.

Where the book really succeeds, is in it’s ability to predict where ideas will work or not. There is a great example about a journalism class and being able distill ideas, or stories, down to their most basic essence. Another frequently used example is Southwest Airlines who’s most basic mission statement “The Low Cost Airline” informs everything they do. This mission statement becomes a simple idea, that can answer complex questions and can direct behavior.

An intriguing part of the book, and also an excellent framing device, is the use of urban legends and why they succeed where other news items, education, and presentations don’t. If we could make our ideas like urban legends our work as managers, marketers and educators is 90% done.

Switch is the better read, but stick is the more intellectual and deeper work and also have the potential to be significantly more important.

(Clicking on the cover above will take you to the book’s Amazon page and contribute to my book buying habit / problem.)

Tags , , , , , ,
Categories Books, Business, Management, Marketing

Book review: “Switch – How to Change Things when Change is Hard” by Chip Heath & Dan Heath

July 20, 2011 //
6

A brilliant book on change and how to apply it in the real world. Over 250 real world examples and ideas underline the authors basic concept – getting people to change is like someone riding an elephant. Appealing to the logic of change is like appealing to the rider of the elephant. The elephant itself is the emotional connection to change. Finally, the path is the environment which can either help or hinder change.

Through numerous examples, the authors show that by appealing to the rider of a situation (the logical argument), the elephant (emotion), or the path (the environment) change can be effected by addressing these disparate elements individually, or together.

An excellent example of this is provided with nurses making errors in the dispensing of medications to patients. The hospital used in the example had an error rate of 1 in 1,000 – pretty good, but still a lot of errors. The nurses understood the need to not have errors, so the rider / logical part of the problem was not at issue. Likewise, nurses directly saw the effect of errors in medication had on their patients and so had a direct emotional connection – the elephant was on board too. The issue was in the environment or path. Nurses are constantly interrupted by doctors, and other nurses, while they are working and found it difficult not to help when asked, thereby distracting them from their main task. The solution? Tweak the environment / change the path so that nurses did not get distracted.

A bright orange vest was employed whenever a nurse was dispensing medications so that everyone else on the floor knew that they were not to be disturbed. The program was universally hated – the rider element thought it was unnecessary, the vests got lost all the time and hated that they could not help their doctors and colleagues. The elephant part of the problem felt that they might as well wear a dunce cap – the nurses felt demeaned and that the vest drew attention to the fact that they made mistakes.

This might have spelt doom for the program until the data came back. Over six months every department that employed the program saw a decrease in errors of 47%. Needless to say the change in the path / environment won over the rider / logical objections and the elephant / emotional objections because it worked.

The book is also a great champion of checklists which have gotten bad name precisely because they work so well. They can be seen as dehumanizing and giving rise to the idea the checklists mean “a monkey could do it.” Like most objections the book deals with this argument deftly. “Well, if that is true, grab a pilot’s checklist and try your luck with a 747.”

There are a number of other elements that I can’t do justice too here: black and white goals, precise clear instructions, the power of action triggers, and the how to harness the herd to improve culture. But these elements are really tweaks to the fundamental concept of the logical, emotional and environmental components of enacting change.

At the back of the book is, essentially, a manual for enacting change complete with a web link to resources and PDF of a one page overview that the authors encourage you share! It is here by the way. This alone is worth the purchase price of the book and will ensure that the book stays on my desk rather than on a bookshelf.

Wonderfully researched, well thought out, and very smart. “Switch” is essential reading for anyone who want to understand why change can be difficult and what it takes to implement change against the odds. It should also be a template for other business books – ditch the theory unless you can prove it I the real world and show how it applies to the real world. Authors please take note.

Can’t recommend this book enough and owe a huge favor to the person who bought it for me.

(Clicking on the cover above will take you to the book’s Amazon page and contribute to my book buying habit / problem.)

Tags , , , ,
Categories Books, Business, Leadership, Management

Book Review: “101 Awesome Marketing Quotes” by “The team at Hubspot”

July 14, 2011 //
0

This great little (free) e-book is a collection of quotes from some if the great marketers of recent times. Coupled with some beautiful images, this PDF makes excellent use of the tablet format, but is also suitable for viewing at your PC or even printing our your favorite quotes.

Short, elegant and easy, this e-book is not so much about delivering information as it is about inspiring you to go do something or to help you inspire others.

Perfect for any marketers tool box!

The book can be downloaded from Hubspot, for free, here: http://www.hubspot.com/101-marketing-quotes/

Tags
Categories Books, Content Marketing, Leadership, Marketing

Book Review: “The Ten Commandments of Goal Setting” by Gary Ryan Blair

July 9, 2011 //
1

More of a pamphlet than a book, looked at in the wrong light ” the Ten Commandments of Goal Setting” can be used as an example of the worst kind of business writing: full of jargon, vague concepts and an almost pseudo-spiritual believe in goal setting. It is not all bad, and it is obvious that many people get a lot out of Gary Ryan Blair’s work; however being distilled in to this short volume, it sometimes reads like a speech made by Tyler Durden (the protagonist in Fight club.)

Purely a rallying call for goal setting, and very short on actual practical advice, this book is readable for someone already sold on the concept of goal setting (something I am) and painful, incomprehensible nonsense to anyone who’s not.

(Clicking on the cover above will take you to the book’s Amazon page and contribute to my book buying habit / problem.)

Tags
Categories Books, Business, Leadership, Management

Book Review: Why We Love Them So – Surviving the Loss of an Animal Friend by Father Paul A. Keenan

July 3, 2011 //
0

Although significant grief is not, thankfully, something that have had to personally experience, I do see it everyday both from a distance, and close up, in my career in veterinary medicine. This book does hope to help readers through the grieving process by exploring the stages of grief and the relationship of the author with his own pets and their deaths.

The first part of the book deals with the stages of grief and as you would expect with a writer who is also a Father it leans significantly on the spiritual. This gets quite tiresome if you are not that kind of person (I’m not) and almost put paid to the book for me.

However, the second part of the book, which deals with the authors own relationships with his cats – their lives and their deaths – is much better. The author does manage to convey the deep connection that is possible to achieve between owner and pet and how it is impossible to relate to that connection unless you have experienced it. Although, the Father’s own recollections are with cats, which exhibit their own peculiar habits familiar to cat owners world-wide, the deeper message of acceptance, and validation, of the human animal bond are universal.

This is a very short book, much shorter than than even it’s slim spine predicts. One quarter of the book is taken up with resources and memorials to lost pets and considering how I found one half purgatory to read it’s $14.95 price tag more than a little steep. (Full disclosure: I was actually send the book free to review, I assume so I would consider selling them or recommending them through my hospital – I’m not.)

It is possible that in the mids of significant grief over the loss of a pet that this book could provide support and reassurance I suppose, but I hope there are better examples out there than this. If you are looking for an essay on the human-animal bond, this provides a good one – if a little on the pricey side.

Categories Books, Veterinary

Book Review: “The Yellow Pages are Dead” by Dave Nicol

June 5, 2011 //
4

Books on social media, and there are plenty, face a significant problem – the world of social media and content marketing is changing so fast that they are in danger of becoming obsolete before they are even published.

“The Yellow Pages Are Dead,” has the potential to address this issue in two ways; by being only available in electronic format which one assumes can be easily updated, and dealing with the concepts and issues related to content marketing / social media in general terms. It will be interesting to see whether this happens – I would be very surprised if it did not.

A very easy, and reasonably short read, the book tackles most of the ideas and issues that the veterinary profession faces when dealing with the digital age. Certainly opinionated, and passionate about his subject, Dr. Nicol walks the reader through each step of transferring an analog marketing plan into a digital and social one based around content creation.

If I have to pick fault – and I do because it is my nature – it is that the book makes several assumptions that veterinary practices have a marketing plan of some kind, or at least know what one looks like. This, in my experience is not always the case. This, however, is a minor quibble. New trends and potential fads in the social media world are pretty much ignored in the book (QR codes, geolocation, electronic coupons, etc. etc.) however the concepts and ideas that the book explains can easily be adapted should you want to follow any of these technologies.

The great thing about this book is that it does walk the reader, whether experienced or not, through each step of creating a coherent strategy for digital marketing. Which is pretty much what it says it will do on the “cover.”

Of course, the thing that really makes this book stand out is its author. Not just a veterinarian, but also a business man, manager, and a digital marketer who has walked the walk. Dave Nicol shows that digital marketing can be a part of the working veterinarian’s life.

No veterinarians were harmed in the writing of this book, but a lot of businesses might be saved from painful, or useless, forays in the the social media world by reading it and taking its advice to heart.

(Clicking on the cover above will take you to the book’s Amazon page and contribute to my book buying habit / problem.)

Tags ,
Categories Books, Content Marketing, Marketing, Veterinary
Newer Entries »