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Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn't)
Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn't)
by Alex L. Goldfayn
Edition: Hardcover
Price: CDN$ 12.65
28 used & new from CDN$ 7.17

3.0 out of 5 stars Good book with some key flaws, March 2 2012
This is a solid book with good tips about marketing in the consumer electronics industry, but it has some key problems. Firstly, the title is misleading as it's not a book about evangelist marketing in general ' it's about evangelist marketing in the consumer electronics industry. Still, it makes some good points applicable to any industry.

It's current. The author, Alex Goldfayn, finished writing it in October 2011 - and he knows what he's talking about. He's a consultant to large tech brands and a former Chicago Tribune tech journalist. During his time as a journalist, he received 1000s of press releases, interviewed 1000s of tech executives, and talked to 1000s of consumers.

Critiques

' Some things don't apply to marketers because they aren't in their control, like how good the product is or what it's named.
' It's too simplistic on some major points.
' He says to do long-form, qualitative interviews with customers but doesn't address how to make sure you get a representative sample.
' He says early adopters don't affect the mainstream and advises against targeting them, even though early adopters are not all the same and some can really help your efforts.
' He says marketing and communications people 'focus far too much on social media' and argues 'there's only one valuable media when it comes to reaching 'mainstream consumers': big media, i.e. television, radio, newspapers and magazines and their websites and blogs."

The problem is, his argument against social media seems contradictory and simplistic. This quote from the last chapter where he summarizes his main points says it all:
'Speak directly to consumers by developing effective communications platforms: focus on big media and avoid social media. Be where the mainstream is. '
But the next bullet says:
' Take measures to nurture word-of-mouth recommendations among consumers (even if these word-of-mouth recommendations happen on the dreaded social media networks!)'

' He tells companies to all but ignore social media and, instead, get in to big media ' but doesn't say how and doesn't acknowledge how difficult and expensive it can be to get mainstream coverage.

Recommendation: good book for consumer electronics marketers but be wary of its over simplifications.

The Social Media Strategist:  Build a Successful Program from the Inside Out
The Social Media Strategist: Build a Successful Program from the Inside Out
by Christopher Barger
Edition: Hardcover
Price: CDN$ 24.42
32 used & new from CDN$ 4.00

4.0 out of 5 stars Great book for those working in large, bureaucratic organizations, Feb. 6 2012
Great book by the guy who led General Motor's social media team through their bankruptcy and bail out and IBM's pioneering social media efforts. The book is aimed at people working in large organizations facing structural and cultural barriers to adopting and implementing social media programs.

Pros
* Focuses on principles and guidelines, not tools
* Lays out "The Lucky Seven" requirements for social media success in large organizations right in the intro
* Points out the gap that often exists between consultant advice and the reality of implementing SM in big orgs
* Measurement: spends a good deal of time dispelling the numbers myth (i.e. it's all about how many likes/followers) and arguing for metrics tied to real business goals
* Encourages people to share what doesn't work as much as what does
* Gives lots of specific case studies
* Crises: Explains why, in a crisis, being reactive on the social Web IS proactive.
* Says don't just focus on people with lots of followers.

Cons
* Regarding measuring your social media program, he says 'eliminate other factors' to find out if it's your SM program driving change but doesn't explain how to do it since you can't do things over.

Advice for a Young Hockey Player
Advice for a Young Hockey Player
by Flyers Minor Atom A Team
Edition: Hardcover
8 used & new from CDN$ 0.01

4.0 out of 5 stars Great little book written/illustrated by 9-yr-olds, Dec 27 2011
(Note: This review was co-written by me and my 7-yr-old hockey player son)
Son: Excellent book, but I don't agree on one of the subjects and that is that it is perfectly fine to cry after a game that you lose. For example, when NHL hockey players lose the Stanley Cup, sometimes they cry.
Dad: Great book with simple tips and colorful pictures by the members of a championship Atom A team. The tips cover, among other things, skills, nutrition, practice, listening and teamwork (including gems like, "Always pat your goalie's pads after the OTHER TEAM scores.)

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