The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market
by Sandy Carter

Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results

For every marketer, strategist, executive, and entrepreneur

Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools—and using them to maximize revenue and profitability.

Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.

Includes information, case studies, and working examples for next generation marketing strategies such as:

Social networks with virtual environments, including Second Life

Online communities including Facebook

Viral Marketing and eNurturing

Serious Gaming

Widgets

Wikis

Blogging, including Twitter

RSS

Podcasting

Videocasting

Whether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies—now, and for years to come.



Sandy Carter’s breakthrough ANGELS approach, a step-by-step framework for success:

Analyze and ensure strong market understanding

Nail the relevant strategy and story

Go to Market Plan

Energize the channel and community

Leads and revenue

Scream!!! Don’t forget the Technology!



BONUS Content Available Online:

Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels.

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Publisher: IBM Press
Page Count (est.): 466
ISBN10: 0137142498
ISBN13: 9780137142491
Cover: Paperback
Pub Date: 11/1/2008