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The End of Business as Usual


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Table of Contents

Foreword Katie Couric x Introduction (R)evolution: How Internet Culture Has Created a New Era of Social Consumerism xiii This Is None of Your Business, So Make It Your Business xiv Chapter 1 A Quiet Riot: The Information Divide and the Cultural Revolution 1 The Human Genome Meets Digital DNA 4 Don?t Blame It on the Youth 5 Ch-Ch-Changes 6 Chapter 2 Youthquake: Millennials Shake Up the Digital Lifestyle 8 Boom 10 Digital Darwinism: Controlling Your Way to Obsolescence 12 Chapter 3 The Medium Is No Longer the Message 15 Social Networks as Your Personal Operating System (OS) 17 Don?t Google Me, Facebook Me 19 Twitter Me This . . . The Facebook Generation 19 Chapter 4 The Attention Deficit Crises and Information Scarcity 22 Remorse and Social Network Fatigue 23 Poster's Remorse 24 Does Attention Bankruptcy Loom Behind the Thin Veil of Popularity? 25 If You Can?t Tweet ?Em, Join Them 27 The Progress of Progress 29 Chapter 5 The Evolution of the Network Economy and the Human Network 32 Content Was King 33 Context Is King: Defining Our Experiences 35 The Shift in Networking: Nicheworks Bridge Social and Interest Graphs 36 Recognizing the Value of Nicheworks 43 Interest Graphs Are the Constructs of Maturing Information Networks 45 Chapter 6 The Nextwork: Defining Tomorrow's Information Network 48 Do I Know You? Oh Yes, You're Friends with Their Friends Who Are Friends with Those Who Are Friends of Mine 50 It?s a Smaller World, after All 51 Information at the Speed of Tweets 53 Chapter 7 Your Audience Is Now an Audience of Audiences with Audiences 56 Short Attention Span Theater 57 An Audience with an Audience of Audiences 60 The People Formerly Known as the Audience 61 The Psychology of the Audiences with Audiences 62 Zuckerberg?s Law 63 Interest Graph Theory 64 On-Demand Networking: Investing in Narrow and Wide Experiences 68 Chapter 8 Convergence: The Intersection of Media and the Human Network 72 The Digital Footprint 73 I Want My Web TV. . . . Be Careful What You Wish For 75 Channeling a Connected Audience 77 The Living Room Is Alive and Clicking 78 New Consumerism: From Clicks to Cliques 79 An Audience of Information Ambassadors 81 Chapter 9 Measures of Digital Influence and Social Capital: From Nobody to Somebody 83 The Human Algorithm 84 Digital Influence Creates a New Media World Order 84 Defining Influence 85 Seeking Relevance: The Social Consumer Hierarchy 86 The Social Stock Market 87 The Square Root of Influence Is Social Capital 88 The New Era of Endorsements: When Nobodies Become Somebodies 91 Influence Is Not Popularity and Popularity Is Not Influence 93 The Tools of the Trade 95 Influencing the Influencer 98 Chapter 10 The Dawn of Connected Consumerism 100 You Are Now Entering the Trust Zone 101 A Day in the Life of the Connected Consumer 103 Checking In to the New Reality of Geolocation 106 Steering Action through Incentives 111 When Purchases Become Social Objects 112 It?s Not How You See Me, It?s How I Want You to See Me 113 Chapter 11 The Rise of Collective Commerce 117 On the Web, One Is a Lonely Number: Socializing Commerce 118 The Fifth C of Community = Social Commerce 121 Buy with Friends! The Savings of the Crowds 123 Build It and They (Won?t) Come 126 The Laws of Attraction and Affinity 127 ABC: Always Be Closing 132 Chapter 12 Creating Magical Experiences 136 m-Commerce: The Smartphone Makes Shoppers Smarter 137 Reality Bytes 139 Price Comparison Apps Lead to Purchases or Competitive Purchases 140 Discounting Prices, but Not Loyalty 141 Virtual Mirrors Reflect the True Persona of the Connected Customer 144 Excuse Me While I Check Out 145 Designing Shareable Experiences 147 Chapter 13 Brands Are No Longer Created, They're Co-Created 151 Branding the Customer Relationship 151 If Ignorance Is Bliss, Awareness Is Awakening 152 In the Human Network, Brands Become the Culmination of Shared Experiences 154 The Awakening Flips the Switch 159 The Poetry of Language and Media 163 Chapter 14 Reinventing the Brand and Sales Cycle for a New Genre of Connected Commerce 169 Plug into the Grid of Decision Making 170 Once More, This Time with Feeling 171 I?m Not Just Listening to You, I Hear You; I See and Feel What You?re Saying 172 Bring the Essence of Brand to Life 173 Brand Essence Exercise 174 A Model for Emotive Engagement 175 Funneling Through Time 177 The Collapse of the Funnel and Emergence of New Consumer Touchpoints 180 The Decision-Making Circle 185 Chapter 15 Aspiring to Reach beyond Conformity to Inspire Customers 190 Market Fragmentation Leads to Diversification 192 Behaviorgraphics 197 The Interest Graph Is Alive: A Study of Starbucks's Top Followers 201 Chapter 16 The Last Mile: The Future of Business Is Defined through Shared Experiences 212 The Apple of My Eye: Designing Magical (and Shareable) Experiences 213 The Laws of Engagement 216 Like a Virgin: Treating Customers Like They Were Touched for the Very First Time 219 Distribution of Engagement Resources and Strategies 224 A Market in Transition Begets a Business in Motion 227 Chapter 17 The Culture Code: When Culture and Social Responsibility Become Market Differentiators 229 The Zappos Story: The Customer Service Shoe Is Now on the Other Foot 231 Zappos: Putting the Customer in Customer Service 232 Zappos: The Culture of Customer Advocacy 233 Zappos: Delivering Happiness 233 The New CEO: Chief Experience Officer 235 In Good Company: Philanthropic Capitalism and the New Era of Corporate Social Responsibility 237 Giving Back Is the New . . . Red 238 One Day without Shoes: A March toward Prosperity and Social Responsibility 239 Empathy Loves Company 241 Chapter 18 Adaptive Business Models: Uniting Customers and Employees to Build the Business of Tomorrow, Today 244 The Adaptive Business Learns through Reflection and Leads through Projection 245 The Dilemma?s Innovator 246 Rethinking the Future of Business: Building the Framework 250 From Bottom Up to Top Down and Outside In to Inside Out 255 Dell's Bells 257 The Dellwether of Customer Sentiment 258 The Future of Business Is Up to You 265 Chapter 19 Change Is in the Air: The Inevitable March toward Change Management 269 The Future of Business Starts with Change and Ends with Change Management 270 The March toward Change Leads to Relevance: A Blueprint for Change 271 Phase 1: Setting the Stage 272 Phase 2: Managing Change 273 Phase 3: Reinforcing Change 274 Connecting Value Propositions to Personal Values 274 This Is Your Time 278 Chapter 20 What's Next? The Evolution of Business from Adaptive to Predictive 280 Notes 284 Index 295

About the Author

BRIAN SOLIS is globally recognized as one ofthe most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on business and culture. He is Principal of Altimeter Group, a leading research-based advisory firm in Silicon Valley. He has led strategy development and change management initiatives for Fortune 500 companies and emerging businesses all over the world. His blog,, is among the world's leading business strategy and marketing resources.


'An accessible insight into the way new consumers behave, what you can learn from them and how to communicate with them'. (Director, December 2011) 'An inspirational book to help you to see how you have to review your whole approach towards connected consumers.' ( Financial Adviser, 23rd February 2012)

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