Brian Solis

The End of Business as Usual

Rewire the Way You Work to Succeed in the Consumer Revolution

• Gebundenes Buch

Produktbeschreibung

Today's biggest trends --the mobile web, social media, real-time-- are forcing us to rewire the way we think, act, and run our businesses. They have produced a global culture, shrinking the world one tweet at a time. These new tools have created an ever expanding "Egosystem," in which we all believe our lives deserve 24-hour broadcasts. Now, everyday people are looking to understand what is going on as a result of the social and mobile web. Educators are looking to connect with their students and business leaders are seeking to steer the company toward a new generation of customers. Are we in the age of enlightenment or are we lost in translation? Solis's The End of Business As Usual explores each layer of this complex world from the government to the everyday consumer, defining this social and business upheaval.

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It s a new era of business and consumerism-and you play a role in defining it
Today s biggest trends-the mobile web, social media, real-time-have produced a new consumer landscape. The End of Business As Usual explores this complex information revolution, how it has changed the future of business, media, and culture, and what you can do about it.

"To be successful in business, you need to see what others don t. Start with this book. Someone s going to do it, why not you?"
- Mark Cuban , owner of the Dallas Mavericks and Chairman of HDNet

"Innovation has always changed the business landscape. People expect to access information anywhere, anytime, and on any device. Collaborative, cloud, and video technologies are leading this change. As Mr. Solis correctly writes, companies have to lead this change, not follow."
- John Chambers , CEO of Cisco Systems, Inc.

"Winning the hearts and minds of customers with new media experiences will turn them into your most valuable sales force. Solis s book is the map to unleash this treasure."
- Peter Guber , author of Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story

"Your customers will share their experiences both good and bad. Now that everyone is connected, it s amplified and incredibly influential. This book will help you rethink your vision and mission to survive in a new era of digital Darwinism."
- Mark Burnett , Television Executive Producer

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Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 320
• Erscheinungstermin: 18. Oktober 2011
• Englisch
• Abmessung: 239mm x 164mm x 32mm
• Gewicht: 518g
• ISBN-13: 9781118077559
• ISBN-10: 1118077555
• Artikelnr.: 33278422

Autorenporträt

BRIAN SOLIS is globally recognized as one ofthe most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on business and culture. He is Principal of Altimeter Group, a leading research-based advisory firm in Silicon Valley. He has led strategy development and change management initiatives for Fortune 500 companies and emerging businesses all over the world. His blog, BrianSolis.com, is among the world's leading business strategy and marketing resources.

Inhaltsangabe

Foreword x
Katie Couric
Introduction (R)evolution: How Internet Culture Has Created a New Era of
Social Consumerism xiii
This Is None of Your Business, So Make It Your Business xiv
Chapter 1 A Quiet Riot: The Information Divide and the Cultural Revolution
1
The Human Genome Meets Digital DNA 4
Don't Blame It on the Youth 5
Ch-Ch-Changes 6
Chapter 2 Youthquake: Millennials Shake Up the Digital Lifestyle 8
Boom 10
Digital Darwinism: Controlling Your Way to Obsolescence 12
Chapter 3 The Medium Is No Longer the Message 15
Social Networks as Your Personal Operating System (OS) 17
Don't Google Me, Facebook Me 19
Twitter Me This...The Facebook Generation 19
Chapter 4 The Attention Deficit Crises and Information Scarcity 22
Remorse and Social Network Fatigue 23
Poster's Remorse 24
Does Attention Bankruptcy Loom Behind the Thin Veil of Popularity? 25
If You Can't Tweet 'Em, Join Them 27
The Progress of Progress 29
Chapter 5 The Evolution of the Network Economy and the Human Network 32
Content Was King 33
Context Is King: Defining Our Experiences 35
The Shift in Networking: Nicheworks Bridge Social and Interest Graphs 36
Recognizing the Value of Nicheworks 43
Interest Graphs Are the Constructs of Maturing Information Networks 45
Chapter 6 The Nextwork: Defining Tomorrow's Information Network 48
Do I Know You? Oh Yes, You're Friends with Their Friends Who Are Friends
with Those Who Are Friends of Mine 50
It's a Smaller World, after All 51
Information at the Speed of Tweets 53
Chapter 7 Your Audience Is Now an Audience of Audiences with Audiences 56
Short Attention Span Theater 57
An Audience with an Audience of Audiences 60
The People Formerly Known as the Audience 61
The Psychology of the Audiences with Audiences 62
Zuckerberg's Law 63
Interest Graph Theory 64
On-Demand Networking: Investing in Narrow and Wide Experiences 68
Chapter 8 Convergence: The Intersection of Media and the Human Network 72
The Digital Footprint 73
I Want My Web TV....Be Careful What You Wish For 75
Channeling a Connected Audience 77
The Living Room Is Alive and Clicking 78
New Consumerism: From Clicks to Cliques 79
An Audience of Information Ambassadors 81
Chapter 9 Measures of Digital Influence and Social Capital: From Nobody to
Somebody 83
The Human Algorithm 84
Digital Influence Creates a New Media World Order 84
Defining Influence 85
Seeking Relevance: The Social Consumer Hierarchy 86
The Social Stock Market 87
The Square Root of Influence Is Social Capital 88
The New Era of Endorsements: When Nobodies Become Somebodies 91
Influence Is Not Popularity and Popularity Is Not Influence 93
The Tools of the Trade 95
Influencing the Influencer 98
Chapter 10 The Dawn of Connected Consumerism 100
You Are Now Entering the Trust Zone 101
A Day in the Life of the Connected Consumer 103
Checking In to the New Reality of Geolocation 106
Steering Action through Incentives 111
When Purchases Become Social Objects 112
It's Not How You See Me, It's How I Want You to See Me 113
Chapter 11 The Rise of Collective Commerce 117
On the Web, One Is a Lonely Number: Socializing Commerce 118
The Fifth C of Community = Social Commerce 121
Buy with Friends! The Savings of the Crowds 123
Build It and They (Won't) Come 126
The Laws of Attraction and Affinity 127
ABC: Always Be Closing 132
Chapter 12 Creating Magical Experiences 136
m-Commerce: The Smartphone Makes Shoppers Smarter 137
Reality Bytes 139
Price Comparison Apps Lead to Purchases or Competitive Purchases 140
Discounting Prices, but Not Loyalty 141
Virtual Mirrors Reflect the True Persona of the Connected Customer 144
Excuse Me While I Check Out 145
Designing Shareable Experiences 147
Chapter 13 Brands Are No Longer Created, They're Co-Created 151
Branding the Customer Relationship 151
If Ignorance Is Bliss, Awareness Is Awakening 152
In the Human Network, Brands Become the Culmination of Shared Experiences
154
The Awakening Flips the Switch 159
The Poetry of Language and Media 163
Chapter 14 Reinventing the Brand and Sales Cycle for a New Genre of
Connected Commerce 169
Plug into the Grid of Decision Making 170
Once More, This Time with Feeling 171
I'm Not Just Listening to You, I Hear You; I See and Feel What You're
Saying 172
Bring the Essence of Brand to Life 173
Brand Essence Exercise 174
A Model for Emotive Engagement 175
Funneling Through Time 177
The Collapse of the Funnel and Emergence of New Consumer Touchpoints 180
The Decision-Making Circle 185
Chapter 15 Aspiring to Reach beyond Conformity to Inspire Customers 190
Market Fragmentation Leads to Diversification 192
Behaviorgraphics 197
The Interest Graph Is Alive: A Study of Starbucks's Top Followers 201
Chapter 16 The Last Mile: The Future of Business Is Defined through Shared
Experiences 212
The Apple of My Eye: Designing Magical (and Shareable) Experiences 213
The Laws of Engagement 216
Like a Virgin: Treating Customers Like They Were Touched for the Very First
Time 219
Distribution of Engagement Resources and Strategies 224
A Market in Transition Begets a Business in Motion 227
Chapter 17 The Culture Code: When Culture and Social Responsibility Become
Market Differentiators 229
The Zappos Story: The Customer Service Shoe Is Now on the Other Foot 231
Zappos: Putting the Customer in Customer Service 232
Zappos: The Culture of Customer Advocacy 233
Zappos: Delivering Happiness 233
The New CEO: Chief Experience Officer 235
In Good Company: Philanthropic Capitalism and the New Era of Corporate
Social Responsibility 237
Giving Back Is the New...Red 238
One Day without Shoes: A March toward Prosperity and Social Responsibility
239
Empathy Loves Company 241
Chapter 18 Adaptive Business Models: Uniting Customers and Employees to
Build the Business of Tomorrow, Today 244
The Adaptive Business Learns through Reflection and Leads through
Projection 245
The Dilemma's Innovator 246
Rethinking the Future of Business: Building the Framework 250
From Bottom Up to Top Down and Outside In to Inside Out 255
Dell's Bells 257
The Dellwether of Customer Sentiment 258
The Future of Business Is Up to You 265
Chapter 19 Change Is in the Air: The Inevitable March toward Change
Management 269
The Future of Business Starts with Change and Ends with Change Management
270
The March toward Change Leads to Relevance: A Blueprint for Change 271
Phase 1: Setting the Stage 272
Phase 2: Managing Change 273
Phase 3: Reinforcing Change 274
Connecting Value Propositions to Personal Values 274
This Is Your Time 278
Chapter 20 What's Next? The Evolution of Business from Adaptive to
Predictive 280
Notes 284
Index 295