Bloggers R Us

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.

Is it technology? Is it philosophy? Or is it simply marketing hype? Web 2.0 is a concept so fluid that even the experts in this book don’t agree on what it means. Some feel that no definition is even necessary. But most agree on one thing: Web 2.0 is a sweeping tide that’s changing the face of the Internet.

Web 2.0 is not about mass marketing. It’s about actually understanding the masses. And it’s not about controlling the message. It’s about engaging the audience and actually hearing what they have to say. It’s about enabling creativity, realizing a culture of contribution, and putting the user in control.

Here is a rich smorgasbord of unique viewpoints — from bloggers, social networking developers, corporate communicators, online strategists, distinguished engineers, and others. These are the people who are shaping today’s Web. What they have to say can help you shape your organization’s future.

The Impact Makers

• Max Mancini eBay
• Alan Meckler Internet.com
• Eric Engleman Bloglines
• Gina Bianchini Ning
• Dorion Carroll Technorati
• Raju Vegesna Zoho
• Richard MacManus Read/Write Web & Web 2.0 WorkGroup
• TJ Kang ThinkFree
• Patrick Crane LinkedIn
• Shaun Walker DotNetNuke
• Biz Stone Twitter
• Seth Steinberg Meebo
• Joshua Schachter Del.icio.us
• Ranjith Kumaran YouSendIt
• Garrett Camp StumbleUpon
• Rodrigo Madanes Skype
• Rod Smith IBM Corporation
• Tim Harris Microsoft Corporation
• Bob Brewin & Tim Bray Sun Microsystems
• Michele Turner Adobe Corporation