- Tapa dura: 240 páginas
- Editor: Harper Collins Publ. USA (1 de marzo de 2011)
- Idioma: Inglés
- ISBN-10: 0061914185
- ISBN-13: 978-0061914188
- Valoración media de los clientes: 2.0 de un máximo de 5 estrellas Ver todas las opiniones (1 opinión de cliente)
- Clasificación en los más vendidos de Amazon: nº72.122 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
Thank You Economy (Inglés) Tapa dura – mar 2011
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The Thank You Economy isn't some abstract concept or wacky business strategy. It's the way we buy and sell, the way we're interacting as consumers, as employees, as entrepreneurs on all levels, right now. The way our marketplace functions has been evolving right before our eyes. Top-down, one-way exchanges are gone, replaced by relationships based on open, honest, and constant communication between customers and business. Today, individuals and brands that out-care and out-love their competition - those emphasising quality, value, responsiveness, and attention to detail, among other essentials - see the biggest returns. Gary Vaynerchuk contends that the people and companies harnessing the word-of-mouth power provided by multiplatform media - those that can shift their outlook and operations to be more customer-aware and fan-friendly - will pull away from the pack and profit in today's markets. In "The Thank You Economy", he dissects the companies on the leading edge, showing how they are succeeding - and sometimes failing. Laying out the ideas and insight that support this enormous change, Vaynerchuk explores these emerging connections - from consumer to consumer and business to business and everything in between. Passionate and persuasive, he reminds us that, surviving and thriving today it takes more than just hard work-it takes a heartfelt thanks to those who make it possible.
If this were 1923, this book would have been called "Why Radio Is Going to Change the Game" . . .
If it were 1995, it would be "Why Amazon Is Going to Take Over the Retailing World" . . .
The Thank You Economy is about something big, something greater than any single revolutionary platform. It isn't some abstract concept or wacky business strategy it's real, and every one of us is doing business in it every day, whether we choose to recognize it or not. It's the way we communicate, the way we buy and sell, the way businesses and consumers interact online and offline. The Internet, where the Thank You Economy was born, has given consumers back their voice, and the tremendous power of their opinions via social media means that companies and brands have to compete on a whole different level than they used to.
Gone are the days when a blizzard of marketing dollars could be used to overwhelm the airwaves, shut out the competition, and grab customer awareness. Now customers' demands for authenticity, originality, creativity, honesty, and good intent have made it necessary for companies and brands to revert to a level of customer service rarely seen since our great-grandparents' day, when business owners often knew their customers personally, and gave them individual attention.
Here renowned entrepreneur Gary Vaynerchuk reveals how companies big and small can scale that kind of personal, one-on-one attention to their entire customer base, no matter how large, using the same social media platforms that carry consumer word of mouth. The Thank You Economy offers compelling, data-driven evidence that we have entered into an entirely new business era, one in which the companies that see the biggest returns won't be the ones that can throw the most money at an advertising campaign, but will be those that can prove they care about their customers more than anyone else. The businesses and brands that harness the word-of-mouth power from social media, those that can shift their culture to be more customer-aware and fan-friendly, will pull away from the pack and profit in today's markets.
Filled with Vaynerchuk's irrepressible candor and wit, as well as real-world examples of companies that are profiting by putting Thank You Economy principles into practice, The Thank You Economy reveals how businesses can harness all the changes and challenges inherent in social media and turn them into tremendous opportunities for profit and growth."Ver Descripción del producto
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I pre-ordered The Thank You Economy months ago, noticed it auto-download on my kindle last night, start it last night and finished it by noon this morning.
That being said, I was a little disappointed in The Thank You Economy - even though I agree with everything said in it. Perhaps I just had the wrong expectations and I'm not the intended audience.
It is a book focused on WHY companies big and small should be in Social Media. The premise is you, the reader, are a social media skeptic or the higher ups in your company are skeptics.
If this is your situation, it's an appropriate book. Gary Vee lays out his argument (which I agree with incidentally). There are lots of interesting case studies, his perspective is ALWAYS interesting, and the strength of the argument is probably a "B" level argument at best.
It's an argument driven by a few key ideas and lots of anecdotes. But the reason I give the argument a "B" is its not an air-tight argument. In my work life I deal exclusive with the higher ups alluded to in the book. I know how they think. And I think higher up folks would find the book interesting, a little thought provoking, but probably not enough to dramatically change minds.
I think he could of made a much more airtight argument even without resorting to a dry, numbers driven, academic argument.
As for me, I don't need to be convinced of using various forms of social media. I am already using it very successfully. I was looking for something new for me to DO. In other words, I was hoping The Thank You Economy would be more of an action-oriented book providing more recommendations as what to DO for someone who is already doing what was described in Crush It.
In many respects, the Thank You Economy book should have been published BEFORE Crush It. Most people want to know WHY they should do something, before they bother asking HOW to do it. Thank You Economy = Why, Crush It = How.
Depending on where you are at in terms of your social media enthusiasm (mine is pragmatically for social media in specific circumstances), one book will be MUCH more appropriate to you than the other.
Thank you for writing the Thank You Economy.
Author, Social Media Pioneer, Gary Vaynerchuk
As REM once said: "It's the end of the world as we know it and I feel fine." If anyone reading this hasn't realized that everything has changed, maybe Gary Vaynerchuk's new book The Thank You Economy will help smack some sense into you. At the very least, it will make the new world a bit less scary for you or your boss or your boss's boss. I think people will find that Gary V. is a wonderfully unlikely spokesperson and an incredibly steady voice of reason in a seemingly endless world of chaos. He intuitively gets it and can articulate and translate social media very well.
Here's my take on the brand spanking new Thank You Economy, the latest from the author of the New York Times best-seller Crush It!, famous internet wine marketer, social media godfather, and overall feisty personality.
The book opens by drawing some amazing parallels to the days when every store owner needed to endear himself to his small community, be an intrinsic part of it, and keep the community happy. If a customer was unhappy, word of mouth would spread and it would cause great problems. Then we became busier, more fragmented, less personal and our individual voices stopped mattering as much to businesses. Essentially they could get away with not caring.
But, with the introduction of SM, we are back in a community where each individual's voice matters a lot and the business owner needs to authentically care and should want to communicate with the individual for a lifetime of ROI. That really simply sums up the incredible and undeniable role of SM today. While we have seen other authors point out the differences between pre- and post-industrial revolution society and how it relates to brands roles in our lives, Gary has put a lot of smart thinking into what this means for social media and drawn out useful conclusions for us. The book gives great easy-to-digest examples of some social media successes and failures we can all learn from. There is also content in here that won't sit easily with the ad community, but it's a viewpoint that needs to be heard. In fact, he makes a great case for why advertising and marketing need to continue to be more relevant and more entertaining then ever, why they naturally go hand in hand with SM if used properly by the right people. It also gives nice context to social media's role in relation to advertising and marketing. All stuff that should be smacking advertising and marketing people in the head, if it hasn't already. The book also underscores the need for absolute authenticity in SM and how to get there with your company.
Gary's book should be required reading for anyone working, thinking or thinking about thinking or working in social media. Or anyone who works at a company that is thinking about using social (which should literally be every company in the world). The Thank You Economy has been written in a way that people who are very new to social and people who have been working in it for some time will get a lot out of it. Agencies and clients need to get their hands on it and distribute it liberally. It should be used by agencies to get clients (and there are still some) who don't yet know the invaluable value of SM to get off the fence. And it should be used as a tool by clients to get senior management who may not yet see the undeniable value of SM to be a lot less scared about it. It debunks the anti-social media myths and paths of resistance in very compelling and motivating ways.
Like I said, thank you for writing this book Gary, it's a much needed smack upside the head for marketers and I think you just made all of our jobs a whole lot easier. Nice work.
My only real gripe with the book is that it is extremely repetitive. Also for better or for worse, most the examples used in this book are extremely current, so I was already familiar with a decent number of them. He complements those examples well with stories of small town entrepreneurs as well in order to demonstrate that the principles can be applied successfully by anyone.
Having read all the negative reviews written thus far, I think they're mainly written by people that also 'get it' and didn't really need Gary Vaynerchuk to preach to them about it, so they didn't really get anything out of the book. While I understand where this group is coming from, I believe they are a minority, and that most people could benefit from this book. If you already devote a period of your day everyday to connecting with people all over the internet on a sincere and personal level, then this book probably isn't going to be for you except in a self-affirming way.
I'm thrilled both books exist for newcomers -- god knows I'd have preferred to read it in a book than learn on my own with trial and error -- and in a way, it was nice to be assured that I was "right" that what I was going was "the right thing" and "best." Both books made me feel really good about how I conduct my business, even if I didn't learn anything "new."
However, don't not get this book just because you're running a successful business or brand! You can still pull some inspiration from these books, and maybe learn a thing or two. I made lots of notes, flagged pages, etc when I read through TYE because it spawned new ideas. It wasn't that Gary said "Do XYZ" but reading a story about some other company made an idea (sometimes totally unrelated) pop into my head -- Crush It did that for me to, so I will continue to recommend both.
Looking fwd to more books Gary!
The content of this book is better suited for a magazine article plus a couple blog posts. The audience that would get the most out of it is someone that hasn't yet adopted social media for business or personal branding. In other words, if you already use Twitter, you may not enjoy this book.