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There is No B2B or B2C: It's Human to Human: #H2H
 
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There is No B2B or B2C: It's Human to Human: #H2H [Format Kindle avec audio/vidéo]

Bryan Kramer

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Descriptions du produit

Présentation de l'éditeur

As marketers, we’ve been trained to speak “business to business” (B2B) or “business to consumer” (B2C). But instead of this creating a simple framework for dialogue between humans, it set forth an unnatural language for marketers, using words like “synergy” and “speeds and feeds” to tell the stories of products and services to their buyers and partners. The fact is that businesses do not have emotion. Products do not have emotion. Humans do.
Humans want to feel something.
And humans make mistakes.


In Human to Human #H2H, Bryan explores the many facets of why and how communication today needs to be adjusted to keep up with our ever-evolving and fast moving social and digital world. Through anecdotes from his own experiences as president of a Silicon Valley marketing firm, he both inspires new ways of finding commonality in our humanity, but also practical tools to think like a human marketer again.


Specifically, you’ll learn:
• The Four Rules of Social Context
• How Human Sensory Building will make you a better Marketer
• The Secrets to Making Ideas Crowd Worthy, with real world examples
• How to be “Delightfully Disruptive”
• Insights into building a Social Business
• What it means to have a “Focker Moment” and why they should be celebrated


Embedded are short intimate video conversations with some of today’s most forward-thinking humans; Jonathan Becher, CMO at SAP, Charlene Li, author and co-founder of The Altimeter Group, and Kare´Anderson, Emmy Award-winning journalist and founder of the Say It Better Center.


If you're looking to bring back the human side of communication, in all its imperfection, empathy, and simplicity, Human to Human #H2H is for you.


Détails sur le produit

  • Taille du fichier : 60049 KB
  • Nombre de pages de l'édition imprimée : 68 pages
  • Editeur : PureMatter (13 février 2014)
  • Vendu par : Amazon Media EU S.à r.l.
  • Langue : Anglais
  • ASIN: B00IFURF9Q
  • Synthèse vocale : Activée
  • X-Ray :
  • Word Wise: Activé
  • Classement des meilleures ventes d'Amazon: n°105.199 dans la Boutique Kindle (Voir le Top 100 dans la Boutique Kindle)
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Amazon.com: 4.8 étoiles sur 5  28 commentaires
17 internautes sur 17 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Enduringly Successful Firms Must Be Like Caring, Helpful Friends 24 février 2014
Par Kare Anderson - Publié sur Amazon.com
Format:Format Kindle avec audio/vidéo
Bryan Kramer struck a chord when he first spoke on stage about the vital need for companies to recognize that it always comes down to a human to human connection for companies to survive and thrive and, in the insights in these video excerpts from his interviews with business thought leaders vividly demonstrates that this notion is spreading. Companies must clearly articulate and demonstrate what they stand for and prove it in how they engage with people inside and outside the firm.

Kramer says, "Near mass adoption of social media has put a magnifying glass on business. It used to be that brands sell more by pushing out a one-way conversation to their market. But now that social has enables countless global and public conversations, most brands are still struggling to express their distinctive voice and in figuring out how to engage in conversations with their key stakeholders instead of talking at them. In fact, many so-called social conversations are still thinly disguised sales pitches."

Companies are feeling three overlapping kinds of social fear, according to Kramer:

" • Fear of not using social media so they haphazardly jump in without a plan
or employees guidelines and rules.

• Fear of saying something wrong and getting criticizes so they don’t take part at all.

• Fear of candid feedback so they stick with one-way 'conversations' when they use social channels."

Also, he wrote, "I recently got to interview Jonathan Becher, CMO of SAP, on the topic of Social Business. He believes that Marketing has always been the glue in a company. But future marketing and future PR are two sides of the same coin. 'Social forces companies to break down internal barriers. If you think of social as a shouting platform, then you can go onto your platforms and send it out and you’re done,' said Becher.
The businesses that have embraced social as a positive channel to engage in conversations with both employees and customers – what we call social business – are really winning. But it takes a lot of training, boundary setting and an open mind. Not many brands have that yet in their leadership.

Even if you aren't involved in marketing, this book has relevance because it shows how each of us has a greater opportunity now, to co-create our life's work with others by taking what Kramer calls a H2H approach in our interactions with others, as individuals, and for our organizations.

Kramer is out to start a movement, it seems, and perhaps his four-part credo for creating your own "Digital Body Language" will become an integral part of that path:

"1. Think it through. Whether it’s a blog or a Tweet, you need to visualize how what you share will play out, and whether it meets your objectives.

2. Skip to the last page first. In other words, know the end as well as the beginning when you plan your strategy. You don’t want to lead your audience down a path that just starts meandering aimlessly—they’ll likely not stick with you.

3. Slow down. When you give yourself time to reflect on what you’re creating, you’ll enter your audience’s world—and then you’ll deliver a message that will resonate.

4. Get out of your head. Ask someone on your staff, a friend, a colleague, 'Does this make sense to you?'” before you post something. Sometimes that means sharing your own context along with your message.
5 internautes sur 5 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Insights on H2H, the next level of social marketing. 16 février 2014
Par Kent Smith - Publié sur Amazon.com
Format:Format Kindle avec audio/vidéo|Achat vérifié
Bryan Kramer is a thought leader in social marketing. He does a great job in this book of showing why he is on the cutting edge in this quickly changing field, and why what he has dubbed H2H is the next step. There is a lot here for social marketers, for sure, but also for everyone in their personal and business lives. H2H is a concept for all of us, in almost any situation. Taking advantage of the e-book technology, his insights are reinforced with excellent but all-too-short video clips taken from recent interviews with other authors and leaders in the field. I really liked the discussion on "delightful disruption," which of course is the secret to progress and success in a lot of areas.

In a phrase from the book itself, Bryan Kramer's ideas definitely are "crowd-worthy," and are sure to spark future success in the use of social media.
8 internautes sur 9 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A Short and Sweet Primer for a Complex Subject 19 février 2014
Par Adam Helweh - Publié sur Amazon.com
Format:Format Kindle avec audio/vidéo
In the spirit of the book "Human to Human" I decided to create a video to review the book. Stick around past my main review for some "authenticity".
4 internautes sur 4 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A Wonderful And Quick Read 19 février 2014
Par Leslie Kramer - Publié sur Amazon.com
Format:Format Kindle avec audio/vidéo|Achat vérifié
I really enjoyed reading this book. It was applicable to me personally as a non-business person. Loved the videos. They really helped to explain the writing and commentary. Thank you for writing something with which many can connect, I believe!
2 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Learning to speak “Human” #H2H 21 avril 2014
Par Ted Rubin - Publié sur Amazon.com
Format:Broché
In his new e-book There is No B2B or B2C: It’s Human to Human: #H2H my good friend Bryan Kramer gives some wise advice to brands: “I don’t care what language you speak, who your brand is or what message you’re trying to send, we all need to speak more human.” I love that statement because it so perfectly reminds us that in the midst of all of our increasingly complex digital sophistication, making the human connection is more important than anything else. Because of the power of social to inform and educate consumers, companies need to be a part of the social scape, and that’s means functioning in the world on a human to human scale. They can no longer afford to hide behind a logo. They have to converse with their market and above all, listen.

This means radical changes in the way companies operate. Top down doesn’t work anymore. When your customers are reaching out to you via social with a problem, they aren’t happy with standard responses. They want to hear from a warm body at your company who has their finger on the problem and who will do everything in their power to make it right as soon as possible. This kind of response can be what Bryan calls a “shining moment,” turning a dissatisfied customer into a fan and a fan into a raving fan. To carry this off, however, companies are going to have to empower their employees with social so that those who are close to the problem can interact with customers. Companies likeDynamicSignal are providing easy to use platforms that make empowering employees as advocates simple. I know, it’s scary, but it’s beneficial too. Brands who embrace social to crowdsource and to form one-on-one relationships are going to be more flexible, stronger players and ultimately winners in the market place.

Bryan puts companies who aren’t using social effectively into three categories–those who jump into social without a plan for fear of being left behind, those who avoid it for fear of making a mistake, and those who still want to control the message with one-way communication. For the ones who are trying, I have to give them points for sticking a toe in the water. But folks, the landscape is changing too fast to go at this thing halfheartedly. It’s time to jump in all the way.

There’s no doubt that social is a disruptive force, and if you try to control it, you lose. The best companies embrace it and use it as a positive force for fostering innovation and building brand loyalty. Don’t be afraid of making mistakes. It’s only human right? Bryan makes the excellent point that if you connect with your market audience on an authentic, human level, people are ready to forgive a few blunders along the way. It’s when they sense you’re not being genuine that you run into trouble.

At one point in the book he relates the story of the FedEx deliveryman who was caught on a home security camera tossing a package containing a TV over a wall instead of carrying it up to the door and ringing the bell. The video went viral with over 9 million views and lots of fall-out. FedEx responded not with excuses or a slick advertising campaign, but with an authentic, very human apology from a clearly nervous spokesperson who also explained the steps they were taking to make sure it didn’t happen again. It took FedEx stock 30 days to recover, but that was the end of it. A lesson learned, and the company is better for it.

Our relationships, our connections to community, are what help us grow and get stronger. However, we can’t have real human relationships if we’re afraid of making mistakes because, as humans, that’s what we do.
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