Citizen Marketers: When People Are the Message

by Ben McConnell and Jackie Huba

Book Overview

The authors present a selection of case studies of people and organisations fueling the growth of citizen marketing. They clarify the context and importance of technological and societal shifts that... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1419596063
• ISBN13: 9781419596063
• Release Date: December 2006
• Publisher: Kaplan Business
• Length: 223 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.8" x 6.1" x 9.3"

Customer Reviews

Social Media Advertising Sales Manager

Ben McConnell does a phenomenal job of providing an overview of the social media landscape (Chapter 4) as it exists today in it embryonic state. What he brings to life is the truth about the democratization of the media, now that the tools to be publisher, broadcaster, and creative director are in the hands of the citizens at large. This new reality requires anyone responsible for building and marketing brands to take note and read this book.

Great overview of how customers use social media to express themselves

One of the first things that struck me when I began reading Citizen Marketers, was the ability that Ben and Jackie (calling them McConnell and Huba just doesn't fit) have to take a concept as misunderstood as Social Media, and scale it down to where it is accessible to all, and to do so without talking down to the reader. In fact, the book does such a good job of giving background on the various forms of social media, that it can double as a general primer on the subject. But where CM shines is in explaining what exactly Citizen Marketing is, who these people are, and what motivates them. I'll be honest, going into reading this book, I was a bit worried that this would simply be a collection of case studies providing examples of citizen marketing, bookended with an introduction and conclusion chapter. Nothing could be further from the truth. Instead, Ben and Jackie have done exhaustive research into the subject of citizen marketing, and instead of simply rehashing examples such as the CGM buzz behind Snakes on a Plane, Jarvis' Dell Hell, or the liberation of Fiona Apple (quite possibly my favorite story in the book, which I'd never heard of previously), Ben and Jackie talked to all the parties involved, and discovered what they did, why they did it, and who they did it for. Their conclusion was that they were dealing with, concerned citizens. Citizens whose love of their favorite brand compelled them to take action on its behalf. And thanks to the rise of the internet, and more specifically social media, those concerned citizens not only have the tools necessary to produce their own brand marketing, they have the ability to reach others, and mobilize them to share their cause. One person's blog post lamenting the cancellation of a favorite TV show can blossom into a full-fledged petition drive that saves the series. A bad customer service experience at a fast food restaurant can be recorded and uploaded to YouTube within minutes. Jarvis' post about his dissatisfaction over his Dell erupted into Dell Hell, which eventually forced the Austin-based computer maker to totally re-examine their customer-service, and revamp their policy on reading and responding to bloggers(IOW, creating a policy for reading and responding to bloggers). But in my opinion, the heart of the book lies in Ben and Jackie's breakdown of Citizen Marketers into four distinct categories, which they have dubbed 'The Four Fs', all with their own motivations for their actions: 1. Filters The Filters collect all manner of stories, blog posts, podcasts, etc. related to a specific topic, and present them in one place. These filters serve mainly as an aggregator for content in all forms related to a particular topic, but also add their own analysis and commentary on occasion. 2. Fanatics The Fanatics are very similar to evangelists. They love(obsess?) over their favorite brand/product/person/company, and are committed to informing others about this topic. They are in the truest

When People are the Message, You Need to Join the Conversation

McConnell and Huba delivered on the promise of an insightful and practical manual to navigate the vagaries of today's marketplace with panache and a heavy dose of realism. This is important because today more than ever, business needs to reengage with life as the roles we fulfill have mixed and in some cases overlapped. What we have called the experience economy with Pine/Gilmore and the conceptual age with Pink has now become a conversation. One where content and product producers, delivery channels, audience and customers come together to define the future of work and the creation of meaning; the meeting of the minds resulting in commercial and intrinsic value. The new culture is one of personal identity and ownership; individual meets environment and thanks to advancements in technology makes sense of the proliferation of information to deliver her/his message. People want to count, not be counted. This book is the springboard to new thinking and a valuable resource to learn new behavior-- a required reading to navigate today's complex market dynamics and make new customers in the process.

New (web 2.0) markets require new marketing techniques.

Citizen Marketers is a worthwhile, interesting read for those both new to and familiar with social media. The book covers multiple themes and trends in a digestible, reader-friendly format--and through a conversational flow. The book gives a balanced perspective through many recent, relevant (and sometimes, humorous) examples of companies getting it right with social media and those foundering in this bottom-up, everything-democratized world...where one person can have a BIG impact. Don't go into the blogosphere blind--let McConnell and Huba be your guides.

A must read in a flat world

For many people using social media and blogging regularly, many of the ideas behind Citizen Marketers you'll be used to. Of course, you'll get a more in depth examination of what you might already have a somewhat good understanding. The biggest value in the book is the extreme wealth of real-world examples to relate your knowledge back to. Even someone heavily invested in blogging will have their share of "ah ha!" moments that can be put to use immediately. It's nice to spend so much time in a book excited about the possibilities it presents.