Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus

Description
Suppose you could sit down with 25 of the most successful online marketing pros in the business and just talk shop. Suppose that included PR people, copywriters, direct marketing gurus, consultants. Suppose you could get input from the creative cubicle-dwellers as well as executives managing multimillion-dollar marketing firms. You could learn proven skills and techniques that would revolutionize your marketing efforts. That discussion is packaged in these pages. Whether youre a veteran marketing professional or a novice entering the field, you cant afford to miss this wisdom.

From the Inside Flap
Marketing's goal is the same as ever: get your product before more of the right people, generate enthusiasm to encourage buying, build brand loyalty to keep your customers coming back. What has changed, and radically, is the delivery system. Today, it's about optimizing your web site for search engine placement. Marketing via blogs and social networking sites. Creating an online press release that generates results.

Where better to learn such skills than from those who have already been successful?

The experts who sat down to talk shop with Michael Miller have not only been there and done that, they've done it masterfully. You'll learn about search engine advertising from Ron Belanger, head of Yahoo! Search Marketing. Get the inside track on blog marketing from Southwest Airlines blogmeister Brian Lusk. Research online retailing with Travelocity's Jeffrey Glueck. And more.

Here's your chance to pick the best brains in the business.

The Marketing Gurus

• Joan Holman Joan Holman Productions

• Greg Hartnett Best of the Web, Hotel Hotline

• Jacob Hawkins Overstock.com

• Mark Oldani Circuit City Direct

• Jeffrey Glueck Travelocity

• Lauren Freedman the e-tailing group, inc.

• Tamara Adlin adlin, inc.

• Steve Rubel Edelman

• Greg Jarboe SEO-PR

• Eric Ward Link Marketing Consultant

• Jordan Gold Freedom

• Heather Lloyd-Martin SuccessWorks

• Chris Baggott Compendium Software

• Ed Shull NetResults

• Brian Lusk Southwest Airlines

• Lee Odden TopRank Online Marketing

• Jill Whalen High Rankings

• Liana Evans KeyRelevance

• Perry Marshall Perry S. Marshall & Associates

• Kevin Lee Didit

• Paul O'Brien Zvents

• Ron Belanger Yahoo!

• David Fischer Google

• Phil Terry Creative Good

• Patrick Duparcq Kellogg School of Management, Northwestern University

  
  

Related: Online Marketing Heroes, Southwest Airlines, Chris Baggott, Best of the Web, Circuit City, Creative Good, Google News, Hotel Hotline, Compendium Blogware, Northwestern University, Kellogg School of Management, High Rankings, Home Depot, Consumer Reports, Google Checkout, Greg Jarboe, Tamara Adlin, Joan Holman, Phil Terry, Jeffrey Glueck, Jill Whalen, Eric Ward, Kevin Lee, Ron Belanger, Patrick Duparcq

Radically Transparent: Monitoring and Managing Reputations Online

Description
The explosion of social media blogs, social networking sites, and video sharing sites has ushered in a new era of digital transparency that puts the power to enhance or destroy a reputation in the hands of the consumer. This timely and practical book shows you how to harness the power of social media with crucial, proven tactics and strategies for every phase of online reputation management. Using step-by-step instruction and tested techniques, the expert authors unveil a detailed blueprint for building, managing, monitoring, and repairing your reputation.

From the Back Cover
People Are Talking About You Online

What are they saying? How do you find out? How do you respond? And how can you use the conversation to your benefit?

The explosion of social media—blogs, social networking sites, video sharing sites—has ushered in a new era of digital transparency that puts the power to enhance or destroy a reputation in the hands of the consumer. This timely and practical book shows you how to harness the power of social media with crucial, proven tactics and strategies for every phase of online reputation management.

Using step-by-step instruction and tested techniques, the expert authors unveil a detailed blueprint for building, managing, monitoring, and repairing your reputation. They detail important public relations, search engine optimization, research, and online content creation strategies and provide a seven-step action plan so that you can develop the skills necessary to monitor and manage your reputation. You'll learn how to:

• Navigate the new rules of engagement in a transparent world

• Define who you are and develop your personal or corporate brand

• Create positive PR buzz with your online content

• Gain visibility in web search results and harness SEO tools

• Understand the pros and cons of e-mail before you hit "Send"

• Use the latest Internet tracking methods and understand how information spreads online

• Apply solid strategies for reputation repair when things go wrong

Land the Tech Job You Love

Description
As a techie, you're a special breed, with special challenges facing you in the job search. Your competition is smart, tech-savvy, and highly resourceful. Expectations among employers are higher. Your competition will run you over if you're not up to the challenge. Land the Tech Job You Love gives you the background, the skills, and the hard-won wisdom to bypass the mistakes of those who don't prepare.

You might not think you need this book. Conventional Wisdom has it that finding a job is simple: send some resumes, go on some interviews, and take the offer that sounds best. But that's only the start. You've got the background and skills to work the Web and other resources that the general job seeker doesn't. This book shows you how to take advantage of those skills or be left behind by competing techies who do.

It all starts with an examination of you, your strengths, and where you want your career to take you. Without a roadmap, you'll wind up in any old job. Life's too short to spend in a job that you don't love. From there, you'll see how to find the job you want that fits you and the employer, using your technical and web savvy to find the hidden jobs that never make it into the classifieds or Monster.

"Marketing" is not a dirty word, and you'll learn how to present yourself, your skills, and your background in the way that shows the hiring company that you're the right person for the job. Create a resume that tosses out conventional wisdom, write cover letters that sell your background, and assemble a portfolio of work that will wow the interviewer.

Social networking has been the darling of the Web in the past few years, but it's no substitute for the sort of personal interaction that makes relationships that help in future careers. As one manager said, "One recommendation is worth a million resumes." This book shows you how to make and maintain the connections that will drive your future career moves.

Land the Tech Job You Love pulls no punches and lays out the details for what gets you an interview, and gets you hired in a job in the technical world that makes you happy.

Fashion Geek: Clothes Accessories Tech

Description
High fashion goes digital with Diana Eng! In Fashion Geek, Diana pioneers an emerging generation of tech savvy women crafters (or would-be crafters) who demand stylish yet practical designs that are chemically charged. Now you can take simple, girly items such as a hoodie or scarf and transform them into must-have techno-accessories through approachable, step-by-step directions. Full-color photos make it easy to see how every project comes to life.

About the Author
Diana Eng is a fashion designer who combines technology, math and science with design. Diana is a contributor to Craft: magazine and was a contestant on Project Runway Season 2. That season's winner, Chloe Dao, frequently works with Diana and is writing the foreword to Fashion Geek. Diana's designs have been featured on CBS' The Early Show and on the Craft: blog.

Fashioning Technology: A DIY Intro to Smart Crafting

Description
Ready to take your craft projects to the next level? With "smart" materials, unorthodox assembly techniques, and the right tools, you can create accessories, housewares, and toys that light up, make sounds, or do even more. Fashioning Technology is an introductory DIY book that brings technology and crafts together in a fun and unique way. You get jargon-free primers and lots of how-to projects that will have you making -- and even wearing -- functional works of art.

Written for a broad audience, this book demonstrates how to blend sewing and assembly techniques with traditional electronics to assemble simple circuits using conductive thread, solder joints for snaps, and switches for buttons. With the sewing machine as a viable substitute for the soldering iron, you can craft a new generation of objects that are interactive, quirky, and fashion-conscious.

Author Syuzi Pakhchyan, a seasoned artist, roboticist, and teacher, explains how to use smart materials such as thermo- and photochromatic inks that change color by touch or sunlight, magnetic and conductive paints, polymorph plastic, fiber optics, and more.

In Fashioning Technology, you'll find:

• An invaluable reference section that breaks down the materials, components, and tools with clear, concise explanations and photos
• A wide range of projects, including electronic accessories, interactive plush toys, and color-changing blinds, all using diverse crafting techniques
• Techniques for seasoned crafters interested in incorporating simple electronics into their own projects
• Methods for makers proficient in electronics who are looking for unconventional ways to create novel projects

Each project encourages you to personalize and customize using your own designs, materials, and craft skills. Fashioning Technology translates traditional electronics into fun, fashionable interactive projects for the geek, fashionista, and the craft aficionado alike. Now you really can be the flashiest dresser in town.



About the Author
Syuzi Pakhchyan is an Art Director, robotics instructor, writer, blogger and a seasoned tinkerer working and residing in Los Angeles, CA. Her work explores the intersection of culture and technology through the research, investigation and design of technological systems and interactions for a range of cultural contexts.

Definitely not camera-shy, Syuzi has made two guest appearance on Craft Lab, the DIY Network's new, hip crafting DIY Television series. Her television debut aired on January 1, 2007 and will be followed by the another scheduled for the Fall of 2007. For the launch of Craft magazine, Syuzi designed and helped create an environmental installation at the 2006 Maker Faire. At the Makers Faire, her work was featured as a "Special Exhibition" where she taught workshops on how to create the Wearable Light Bracelet and sew electronics.

Syuzi's projects have been published in numerous publications and books, including Shojo-Beat, a manga publication, Craft magazine, and in the Crafter Culture Handbook authored by Amy Spencer.

On weekends, she teaches a robotics class to children between the ages of 9-14 at Art Center College of Design. She also occasionally holds workshops in Los Angeles on crafting electronics. Monthly, she writes articles for Shojo-Beat, covering topics that range from fashion, technology and the latest must-have gadgets. And nightly, she researches and blogs about interactive, tech toys on her blog we-love-technology.com. She received her BFA from UC Berkeley in Literature and her MFA in Media Design from the Art Center College of Design. Her MFA thesis titled "SparkLab" was exhibited at Eyebeam, an Art and Technology gallery in New York, as wellas the Fashion Future Event in Pisa, 2006 Maker Faire and 2006 Emerging Technologies Conference. SparkLab is a novel platform that creates a space for the cultural production of technologically crafted artefacts.

Her designs explore and encourage ludic activities that celebrate the quirky and speculative and reflect personal experiences and cultural narratives. Syuzi has the unique ability to make the complex simple, translate learning into entertainment, and use technology as a tool to inspire creativity.

Multichannel Marketing: Metrics and Methods for On and Offline Success

Description
No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line. This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.

From the Back Cover
Bridge the Online-Offline Chasm and Achieve Measurable Success
No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line.

This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics. Learn how to:

• Develop better marketing programs and get the data to prove it
• Tap into the secrets of online, direct, and brand marketers
• Apply proven techniques to build loyalty and grow lifetime value
• Create actionable customer profiles to determine the best sales opportunities
• Optimize online-offline advertising programs to get the best ROI
• Measure online and offline lift in your marketing programs
• Select the right metrics for your specific needs—from online to direct to brand marketing, and more
• Collect measurements and report on customer behavior across channels