Escolar Documentos
Profissional Documentos
Cultura Documentos
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Contents
Foreword
Katie Couric
Chapter 1
Chapter 2
Chapter 3
Chapter 4
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Boom
Digital Darwinism: Controlling Your Way
to Obsolescence
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Chapter 5
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Chapter 6
Chapter 7
Chapter 8
Chapter 9
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Defining Influence
Seeking Relevance: The Social Consumer Hierarchy
The Social Stock Market
The Square Root of Influence Is Social Capital
The New Era of Endorsements: When Nobodies
Become Somebodies
Influence Is Not Popularity and Popularity Is
Not Influence
The Tools of the Trade
Influencing the Influencer
Chapter 10
Chapter 11
Chapter 12
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Chapter 13
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Chapter 14
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Chapter 15
Chapter 16
Chapter 17
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The New CEO: Chief Experience Officer
In Good Company: Philanthropic Capitalism and the New
Era of Corporate Social Responsibility
Giving Back Is the New . . . Red
One Day without Shoes: A March toward Prosperity and
Social Responsibility
Empathy Loves Company
Chapter 18
Chapter 19
Chapter 20
Notes
Index
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Introduction
(R)evolution: How Internet Culture Has Created
a New Era of Social Consumerism
This is a book about the new era of business, consumerism, and your
role in defining the future of everything. . . .
Let me start by saying thank you for picking up this book. If you
read only these few lines, realize that you are part of a consumer
revolution that is changing the future of business, media, and culture.
You did not intentionally enlist in this movement, but you are indeed
part of it.
Consumers are connecting with one another, creating a vast and
efficient information network that shapes and steers experiences and
markets. Whether youre a business professional or a consumer, you
are part of this new era of connected or social consumerism and
individually and collectively, the effects of your actions and words
are nothing short of extraordinary when concentrated. Together,
you . . . me . . . we have the power to change things around us. Every
day, were learning and practicing how to make sense of these emerging privileges. Businesses and consumers have the power to change
the course of the economy and its nothing short of disruptive.
People are now investors in and beneficiaries of a new genre of
collective intelligence that informs and guides people in real time.
Information, whether we contribute or learn, is now a wonderful
commodity thats on demand. Needless to say, people are informing
and are informed.
In just a few short years, we witnessed how people-powered
Wikipedia displaced industry giant Britannica as the worlds encyclopedia. The so-called wisdom of the crowds is now forming a power
of the crowds, creating a new form of group buying to unlock amazing
deals online and in the real world. Groupon, LivingSocial, Facebook
Deals, and the countless others that are emerging empower groups of
people to buy and save together, and in turn, share these opportunities
with those to whom theyre connected online and offline.
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INTRODUCTION
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not around. With the rise of social media, people are connecting with
one another to create vast networks rich with interaction. The social graphs that people create as a result are increasingly becoming
interconnected, creating an audience that, too, boasts an audience
with audiences. And guess whos in control of the information that
circulates within each network? Its not the brand or its clever messaging, attractive promotions, or creative gimmicks. People are in control. The choices they make and the experiences they share through
their words, relationships, and actions, influence those around them.
This book will introduce you to the connected consumer and how
they search for, discover, and share information, and ultimately, make
decisions. In many significant ways, theyre not at all the customer
you think you know.
Some of us are becoming the very consumers were trying to reach
and as a result, we are changing everything. By placing ourselves
in the spotlight, we gain a more personal view of the change unfolding before us, without the obstruction of our business blinders
we unknowingly wear in our professional lives. Its this perspective
thats usually missing from todays business approach and prevailing
philosophy.
Understanding this new connected consumer will help us gain
two critical business traits long absent from the hallmark of typical business culture, the ability to feel and show empathy and the
ability to change. To best earn residence in the minds and hearts of
customers, we must invest in shaping exceptional experiences worth
sharing.
Understanding this new consumer and what moves them will help
businesses compete for tomorrow, today. Its the acceptance of this
perspective that will allow us to uncover and affect the decisions that
orbit and define the brands we represent.
The businesses that aspire to a higher purpose will outperform
businesses that focus on the bottom line.
People aspire to be part of something bigger than themselves. Give
them something to align with to create a sense of belonging. Give
them something to talk about. Give them a reason to share experiences. After all, you are part of the new digital culture that is defining
the future of all of this. Change is upon us. Change is because of us.
It is not the strongest of the species that survives, nor the most intelligent that
survives. It is the one that is most adaptable to change.
Charles Darwin