Another installment in my summer reading series – Highly Recommended – a book by Paul Rand (a colleague I had the pleasure of speaking with at a recent Bazaarvoice conference – regarding evolution of the agency world – good times). If you have a business that has an inherent social aspect to it (or, a ‘social business’), this is a great read with points and commentary that back up the necessity and value of word of mouth and social media marketing tactics, like;
- “A brand is no longer what we tell the consumers it is; it’s what the consumers tell each other it is.” – Scott Cook, Intuit
- Using NPS (Net Promoter Score) to better understand how to drive loyalty with different types of customers; Promoters, Passives, Detractors.
- Using the Consumer Decision Journey by McKinsey & Company;