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Hear what Larry has to say about the transformation of the media and the future of marketing and public relations.
Click here to listen to his podcasts and webcasts.
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Sticks & Stones
A good reputation is a company’s or an individual’s most important asset, yet it never appears on the balance sheet or in the checking account. Reputation equity is the total sum of the positive impressions that you, or your product, service, brand or organization makes on its stakeholders. As you build your reputation through what you do, you build your reputation equity. The stronger the reputation equity, the more easily it can overcome attacks.
Published in July 2009, Sticks & Stones: How Digital Business Reputations Are Created Over Time and Lost in a Click describes the process and techniques by which individuals, entrepreneurs, and senior executives can build and maintain reputation equity in this rapidly changing digital landscape.
Marketing to the Social Web
First published in 2007 with a second edition in 2009, Marketing to the Social Web: How Digital Customer Communities Build Your Business quickly became a best-selling guide on how to build businesses online. The book addresses the decline of traditional advertising and helps marketers navigate an evolving digital world of blogs, reputation aggregators, social networks and e-communities. It directs marketers to create online environments to which people want to belong.
Marketing to the social web - which Larry defines as any web site that allows and posts outside contributions - does not require executives to forget everything they know about marketing. It does, however, require them to open their minds to new possibilities, social change, and rethinking past practices. Rather than talking at customers, marketers should talk with them.
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Racepoint Group has complete access to the comprehensive social media marketing services of Digital Influence Group, a sister W2 Group company. Digital Influence Group delivers highly interactive and viral marketing campaigns that build communities between organizations and their target audiences.
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Market Edge Podcasts
