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Collier - Think Like a Rock Star

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Whats better than getting new customers? Turning existing ones into FANS. Everything marketers need to know to find, engage, and leverage the power of brand evangelists Think Like a Rock Star provides step-by-step instructions that show marketing professionals how to connect with customers both online and offline to create a truly fan-centric brand. Using case studies of how rock stars like Lady Gaga, Taylor Swift, Katy Perry, and Blink-182 cultivate fans, it teaches readers how to apply those lessons to create brand advocates who will grow profits, improve business frameworks, and contribut.;Cover -- Title Page -- Copyright Page -- Contents -- Foreword -- Preface -- Introduction -- Part 1 The Four Reasons Rock Stars Have Fans (And Your Company Has Customers) -- 1 Rock Stars Are Fans Themselves -- 2 Rock Stars Look for Ways to Shift Control to Their Fans -- 3 Rock Stars Find the Bigger Idea Behind the Music They Create -- 4 Rock Stars Embrace and Empower Their Fans -- Part 2 Understanding And Connecting With Your Fans -- 5 Who Your Fans Are and How You Can Connect with Them -- 6 How to Handle Negative Comments and Convert Angry Customers Into Passionate Fans -- Part 3 Building A Fan-Centric Company -- 7 How to Organize Your Employees So They Can Better Connect with Your Customers -- 8 How to Organize and Mobilize Your Customer and Brand Advocates -- 9 How to Empower Your Fans and Employees -- 10 How to Help Your Brand Ambassadors Connect with Your Customers -- 11 What Comes Next -- Appendix -- Acknowledgments -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- W -- X -- Y.

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Praise for Think Like a Rock Star

Picture 1

Mack Collier knows the simple but powerful truth: in the social economy, your ability to acquire new customers will depend on your ability to delight your current customers and convert them into passionate fans of your brand. He shows you why; he shows you how; he inspires you to think like a rock star. Buy this book! Stop managing campaigns and start building movements!

EKATERINA WALTER, Social Innovator at Intel and
bestselling author of Think Like Zuck: The Five Business Secrets
of Facebooks Improbably Brilliant CEO Mark Zuckerberg

You thought that rock stars and business successes focus only on themselves. Nothing could be further from the truth. The real success stories come from people who focus on others. To lead is to serve, and to serve effectively, you need to know your customers. Mack Collier gets that and highlights it well in this book.

SCOTT MONTY, Global Head of Social Media at Ford Motor Company

Preparing for the Zombie Apocalypse is a brilliant mock-awareness campaign produced by the CDC that earned 30,000 views on the first day it was published. Mack Collier shares insights from case studies such as this, showing how even conservative brands can create YouTube sensations, while humanizing the brand along the way. Ive applied this type of approach on social campaigns at IBM and Cisco, and know firsthand that any brand can learn a great deal from these lessons.

TIM WASHER, Senior Marketing Manager of Social Media at Cisco

If youre ready to take the plunge and commit yourself to building a better business, together with your customers, then Think Like a Rock Star is your guidebook to achieving it! Simple, jargon-free, and true to Mack Colliers authentic style, this book explains exactly why your brand needs fans and not customers, and how you can turn your most enthusiastic ones into powerful brand advocates. Mack delivers his passion for brand advocacy, knowledge of customer-centric marketing, and in-depth understanding of what makes the most devoted of fans tick in language we can all relate to.

Fun to read, Think Like a Rock Star is guaranteed to give you numerous a-ha! moments that will inspire you to do better. By the end of this book, youll be thinking of marketing and engagement strategies from the viewpoint of a fan, and youll know what you need to do to connect with them.

I love this book for many reasons, but most of all because for every why, there is a how! The case studies, tips, and social media advice are perfectly aligned with Macks underlying mission of helping brands understand the true value of their most passionate customers. Its a must read for modernday marketers! I highly recommend you purchase multiple copies: one for you and one for each member of your team.

KELLY HUNGERFORD, Community Manager at Paper.Li

Copyright 2013 by Mack Collier All rights reserved Except as permitted under - photo 2

Copyright 2013 by Mack Collier All rights reserved Except as permitted under - photo 3

Copyright 2013 by Mack Collier. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-0-07-180610-7
MHID: 0-07-180610-5

The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-180609-1, MHID: 0-07-180609-1.

All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps.

McGraw-Hill Education eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. To contact a representative please e-mail us at bulksales@mcgraw-hill.com.

TERMS OF USE

This is a copyrighted work and McGraw-Hill Education and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill Educations prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited. Your right to use the work may be terminated if you fail to comply with these terms.

THE WORK IS PROVIDED AS IS. McGRAW-HILL EDUCATION AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. McGraw-Hill Education and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill Education nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill Education has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill Education and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise.

Picture 4

To Mary Camron

When I was a child,

you once made me a cape and

helped me believe I could fly

Picture 5

CONTENTS

Picture 6

PART 1
THE FOUR REASONS ROCK STARS HAVE FANS (AND YOUR COMPANY HAS CUSTOMERS)

________

PART 2
UNDERSTANDING AND CONNECTING WITH YOUR FANS

________

PART 3
BUILDING A FAN-CENTRIC COMPANY

________

Foreword

Picture 7

For nearly a decade, Ive publicly and gleefully criticized social media marketing and its proponents. Imagine my surprise when I was asked to write a foreword for this book. That tells you something about Mack Collier.

While brands relentlessly exploit social media for the purpose of manipulating customers, Mack relentlessly pushes us toward a different, deeper, more sustainable vision of using social media to empower customers. However, this is not just a vision; its a practical, well-tested approach used by rock stars. Actual rock stars. With actual fans. Mack has spent years learning fromand applying the lessons ofthe way rock stars ignite a passionate, engaged fan base.

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