B2C dialogue

How to Suck Up to a Blogger

by: Guy Kawasaki

Blogging has flipped traditional PR on its head. It used to be that ink begat buzz. Life was simple then: you sucked up to the Wall Street Journal, one of its reporters wrote about your product, and the buzz began.

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The New Intermediary - Blogs as Trusted Guides - or Reintermediation

by: Karl Long

In the late 90’s when I was working with an Internet Consultancy a pretty significant buzzword was “disintermediation”, in other words, cutting out the middleman. Travel agents would be replaced by travelocity and orbitz, and car salesmen would be replaced by cars.com or edmunds.com and the like.

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Positioning and Customer Insight

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Making Consumer Knowledge Available and Useful

by: Chris Lawer

Several papers from a 2001 conference on Nelson and Winter's Evolutionary Theory of the Firm are available for download.

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Chris Anderson Talks Word of Mouth Marketing & Micro Celebrities

by: Josh Hawkins

In an audience Q&A reported in AlwaysOn, Chris Anderson provides a concise explanation of the impact of word of mouth marketing from a long tail economic perspective - influencing "tastemakers" and finding markets in niche communities.

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The Two Ts of Successful Word-of-Mouth Marketing

by: Josh Hawkins

What are the key ingredients of a successful word-of-mouth marketing campaign? Targeting and Trust. In today's fragmented and on-demand media environment, niche targeting and referrals are becoming increasingly important. But too often marketers rest of entertainment, or shock, to generate buzz and viral promotion. While these tactics generate impressions, they rarely provide a measurable lift in sales.

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Open the Border, Let 'Em In

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Capabilities for Customer Knowledge Co-Creation

by: Chris Lawer

It is possible to identify a number of antecedents for both the customer and the firm to participate in co-creation through knowledge sharing. These are, firstly from the customer’s point of view:

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