How Your Business Needs to Change to Sell to the Digital Generation
'With real-life examples from businesses like Dell and Autoglass, Clapperton shows how you can grab the attention of a digitally fixated generation.' (The CA, March 2012)
Guy Clapperton is a journalist, broadcaster and speaker on business issues and all things digital in the press. He has spoken on social media all over the world since the release of his last book, This is Social Media.
Introduction: The Death of Attention vii
Chapter 1: Welcome to Social Commerce 1
Chapter 2: Diving In 21
Chapter 3: Getting New Customers in the Social Media Age 41
Chapter 4: Subtle Selling 59
Chapter 5: Customers and Beyond The Different Communities You Can Talk to 77
Chapter 6: Building a Community 95
Chapter 7: New Product Development and Customer Service 113
Chapter 8: Marketing Communications 129
Chapter 9: Show Me the Money Measuring ROI 147
Postscript 163
Index 167