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The Book of Business Awesome/The Book of Business Unawesome Hardcover – 28 Sep 2012
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From the Inside Flap
Awesome To-do ListHire awesome people at every level of your businessListen to your customersCreate amazing content that goes viralReach the Third CircleOwn up to mistakes and continue on being awesome
Being an awesome business requires dedication from every corner of your company, from HR to PR, to customer service and marketing. Whether you're building brand awareness, improving customer service, or filling a position, your employees and customers communicate who your brand is to the whole world. "The Book of Business Awesome" includes case studies of successful businesses that gained exposure through being awesome and effective. Discover how you can use social media to recast a mistake into a golden moment for your organization. Learn how to re-recruit your employees, recourt your customers, and spice up an old brand.
Wield these awesomely effective tools, and ensure that your business remains "awesome."
UnAwesome To-do ListSet massive budget for that unawesome billboard ad (don't forget QR code!)Ignore your customers when they reach out to youAlso, layoff customer service departmentDon't forget to add pop-ups to the website! Definitely need animation, with music, something loud
In all seriousness, the marketing industry is full of amazing and powerful tools that can spell disaster for your brand if you don't use them carefully." The Book of Business UnAwesome" recounts many cautionary tales of companies that did it all wrong. Learn from other businesses' mistakes, like viral marketing gone wrong, social media done unsocially, and just hiring the wrong people, for the wrong job, at the wrong time. The cost of being unawesome to your employees and customers is much more than ever before.
From the Back Cover
Awesome To–do List
- Hire awesome people at every level of your business
- Listen to your customers
- Create amazing content that goes viral
- Reach the Third Circle
- Own up to mistakes and continue on being awesome
Being an awesome business requires dedication from every corner of your company, from HR to PR, to customer service and marketing. Whether you′re building brand awareness, improving customer service, or filling a position, your employees and customers communicate who your brand is to the whole world. The Book of Business Awesome includes case studies of successful businesses that gained exposure through being awesome and effective. Discover how you can use social media to recast a mistake into a golden moment for your organization. Learn how to re–recruit your employees, recourt your customers, and spice up an old brand.
Wield these awesomely effective tools, and ensure that your business remains awesome.
UnAwesome To–do List
- Set massive budget for that unawesome billboard ad (don′t forget QR code!)
- Ignore your customers when they reach out to you
- Also, layoff customer service department
- Don′t forget to add pop–ups to the website! Definitely need animation, with music, something loud
In all seriousness, the marketing industry is full of amazing and powerful tools that can spell disaster for your brand if you don′t use them carefully. The Book of Business UnAwesome recounts many cautionary tales of companies that did it all wrong. Learn from other businesses′ mistakes, like viral marketing gone wrong, social media done unsocially, and just hiring the wrong people, for the wrong job, at the wrong time. The cost of being unawesome to your employees and customers is much more than ever before.See all Product description
Top customer reviews
Most helpful customer reviews on Amazon.com
As you might expect, social media plays a large role in both the positive examples and the negative examples of this book, but it is not a book about social media per say. Those looking for a nuts and bolts how to I do X, Y, and Z on Twitter, Facebook or practically any another sphere of social media would be better served by Arnie Kuenn's excellent: Accelerate! that I reviewed this time last year. "The Book of Business Awesome," however, is more of a call to arms for brands and companies to be something other than normal - particularly because normal can be so crappy - and to go out of their way for their customer.
To be funny.
To be honest.
To be human.
And to apologize because they genuinely regret a mistake, or bad customer experience, not because they got caught or called on it.
Really, this book is about culture and people. The stories that are replayed in both their awesomeness and unawesomeness throughout give a window into the soul of the featured companies. It shows ordinary front line employees doing extraordinary things and those extraordinary things having an impact far beyond the normal, or even intended, business interaction. As Scott states on numerous occasions: social media doesn't fix anything - it just makes things louder. If you don't give a damn about customers when you transact with them - this will be heard loud and clear online and will also come across in your social media interactions.
Filled with links to additional content and even the odd QR code (I'd actually would have liked to see more QR codes, the link typing thing got old after a while) the Book of Business Awesome also has an excellent couple of chapters on public speaking and panel discussions. As a side note, if you ever get a chance to see Scott speak at a conference, or on his book tour, do so - for the rest of us there is YouTube!
Not as funny as Scott's in-person presentations, The Book of Business Awesome is, however, just as passionate and quite amusing. And this is actually a very minor quibble consider that many business books are about as entertaining as a tax audit. It also probably says more about Scott's skills as a public speaker than any lack of skill as a writer.
The Book of Business Awesome is nothing short of bible for customer service in the Social Media age.
For me, this is a fun read with many business/customer experience stories to support the author's recommendations on how to effectively use social media to promote business (and have some fun doing it, both for the business person and the customer) (or NOT if you are reading the "Unawesome" side of the book). Not many books create action on the part of the reader, but with the supporting links for many of the stories that add a multi-media element to the reading, I found myself often drawn to hearing/seeing more after reading the company story of a chapter and taking action by going on-line to see more via those links (often YouTube or other type videos) that reinforced that chapter's message with real events.
The chapters are short, many just two or three pages, making for an easy read that can be stretched over many days. I find time for those kinds of short chapter readings while eating lunch, waiting for the train (or waiting in the car while my wife "just runs in for a quick store buy that always provide more than ample reading time") or even on the toilet, making double use of those activities with a smile from these often entertaining (and inspiring)messages.
Best of all, I found the author's points and recommendations thought provoking, encouraging the reader to think "outside the box" on how they could be applied in what would seem mundane industries to create opportunities for awesome customer service and drive brand fans who will shout to the world in today's open on-line forums both the good and the bad experience a company offers. A point well taken is that not every business owner will have the skill or experience to accomplish that directly (although many will), so it is more often the customer facing employee (not just the call center personnel) with a creative bent or customer empathy/understanding that can create those awesome engagements if the business owner/manager doesn't get in the way, or better yet, recognizes the benefit and openly supports/encourages them.
In summary, through the author's vision and research/collecting of stories, we see that everyone's business is already engaged on-line, even if they don't have a blog/Facebook/Twitter account of their own because their customers DO and are speaking out on-line, both of good and bad experiences. And there is the hope, as supported by some great examples, of how a business mistake can become a very positive promotional opportunity when handled in an awesome way. There are lessons for all in this easy fun reading, through Scott's often humorous but always thought provoking advice.
So while I see now that the Amazon November 18th price has been fixed from my bargain purchase price of $3.23 to a more reasonable one, its well worth the money, time and effort to read and act on those ideas.
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