Highly Recommended – Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business
“Highly Recommended is a smart way to establish meaningful differentiation for your brand and to use the web to take word-of-mouth marketing and the power of recommendation – both implicit and explicit – to new heights.”
President of Americas, Google – Margo Georgiadis
Chicago, IL – 92% of all consumers report that a word-of-mouth recommendation is the “leading reason they buy a product or service” (Nielson 2012). In Highly Recommended (McGraw-Hill, Sept 2013) Paul M. Rand, president and CEO of Zócalo Group – Omnicom Group’s leading digital, social media and word-of-mouth agency, offers proven methods for brands and businesses to become the most highly recommended in their respective categories.
While word-of-mouth has always been marketing’s Holy Grail, social media has completely changed the dynamic of how businesses are being managed today. “Recommendations and word-of-mouth, of course have always been important. But in the age of social media, there has been a fundamental shift in how companies need to run their business,” states Rand. “One to one communication has become one to millions. Word-of-mouth is now on steroids. How a business, product or service is talked about and recommended is becoming recognized as one of the most essential, if not the most essential part of the marketing mix.”
Rand brings to life compelling case studies and examples for many of the most recommended brands including, Dove, Frito-Lay, Nissan, and Subway. “Some of the most brilliant minds in business can argue incessantly about marketing strategy. But ask them how they want their product to be talked about and they get focused very quickly”, says Rand. “It’s not about social media, it’s about becoming a social business, and that’s driving all aspects of the business to be focused on the optimal outcome of making a brand the most highly recommended in its category.”
Highly Recommended (McGraw-Hill, Sept. 2013) doesn’t just talk about becoming the most talked about business or brand but rather provides step-by-step guidance on how to do it, and do it well including: understanding where and how your brand – and your competitors – are talked about and recommended; developing a recommendable brand strategy; articulating your “sharable story”; discovering the people whose recommendations influence your brand’s purchase decisions; creating compelling content and experiences that engage – the 90/10 Rule; and identifying and neutralizing “Hear Me’s,” “Reputation Terrorists” and “Competitive Destroyers”.
From marketing to customer service to human resources and even innovation, Rand shows how companies can change the way their businesses and brands are operating under the simple measureable idea of becoming highly recommended. “I have known Paul for years and have tremendous respect for his intellect, wit, and the results he’s achieved in helping companies build stronger businesses and brands,” states Margo Georigiadis, President of Americas, Google.
About Paul M. Rand:
In addition to his role at Zócalo Group, Paul serves on the national board of directors for the Council of the Better Business Bureau, is a past president and board member of the Word of Mouth Marketing Association (WOMMA) and Vice Chairman of the Dean’s Advisory Board for DePaul University’s Driehaus College of Business and Kellstadt Graduate School of Business.
Prior to launching Zócalo Group, Paul was a Partner, Executive Committee member and Global Chief Development and Innovation Officer for Ketchum. Paul also served as the Director of Ketchum’s Global Technology Practice and Managing Director for its Midwest operations. Before Ketchum, Paul was the founder and CEO of Corporate Technology Communications (CTC), the Midwest’s largest independent corporate and technology communications firm. Ketchum acquired CTC in June 2001.
Paul is widely regarded as an industry leader and innovator in digital marketing, social media, word-of-mouth and public relations and has been featured and/or quoted in outlets, including: The Wall Street Journal, The New York Times, Business Week, National Public Radio, The Chicago Tribune, PRWeek, AdWeek, Advertising Age and many other outlets, in addition to speaking at numerous conferences and events each year. He has degrees from the University of North Carolina –Greensboro and DePaul University.
Size: 6 x 9