Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business, 1st Edition

Foreword v
Preface ix
Acknowledgments xiii
Introduction xv

Part 1
Word of Mouth Recommendations: Marketing’s Holy Grail

CHAPTER 1 Stew Leonard’s and the 30-Minute Recommendation 3
CHAPTER 2 Why Angie and Her List of RecommendationsAre Worth $1.4 Billion 9
CHAPTER 3 Fixing What Advertising Has Broken 21
CHAPTER 4 A Whole New Model for a Whole New World 29
CHAPTER 5 The Power of Positive Recommendations 39
CHAPTER 6 Why, Where, and How We Recommend 47
CHAPTER 7 Some Recommendations Are More Valuable Than Others:The Oprah Effect and the Infl uencer Ecosystem 63

Part 2
The Road Map to Recommendations

CHAPTER 8 Know: Understanding Where and How Your Brand—andYour Competitors—Are Talked About and Recommended 81
CHAPTER 9 Plan: Articulating Your Shareable Story, BoostingYour Search Ranking, and Formalizing Your Paid,Earned, and Owned Recommendable Brand Strategy 95
CHAPTER 10 Identify: Discovering Those People Whose RecommendationsInfluence Your Brand’s Purchase Decisions 113
CHAPTER 11 Activate: Creating Compelling Content and ExperiencesThat Engage—The 90/10 Rule 125
CHAPTER 12 Protect: Identifying and Neutralizing DeterminedDetractors: Hear Me’s, Reputation Terrorists,and Competitive Destroyers 139

Part 3
Beyond Marketing: Operationalizing Recommendations

CHAPTER 13 Customer Service That Gets You Recommended 153
CHAPTER 14 Attracting and Keeping the Best: Becoming theMost Recommended Place to Work 169
CHAPTER 15 Creating Products and Offerings Your CustomersTell You They Will Buy: Product Innovation and R&D 187
CHAPTER 16 Tying It All Together: Becoming a HighlyRecommended Business 201
Endnotes 215
Index 219