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Badass: Making Users Awesome
book

Badass: Making Users Awesome

by Kathy Sierra
January 2015
Beginner to intermediate content levelBeginner to intermediate
294 pages
7h 11m
English
O'Reilly Media, Inc.
Content preview from Badass: Making Users Awesome
11
The Challenge
Prologue
Here’s what my “friends” and
social media consultants say:
If your brand’s not on
Facebook, you don’t exist.
Tastemakers!
One word:
Viral Video
YouTube
Twitter. Duh.
Uh, no, it’s the
In
tention Economy
It’s the Attention Economy
Content Strategy!
Actually it’s the
Sharing Economy
Social Mobile
Gamification
It’s the App Economy
Influencers. It’s all about influencers.
And Pinfluencers. You do have a
Pinterest plan, right?
Don’t out-
spend
the competition,
just out-
friend
and out-
trend
them!
12
The Challenge
Prologue
What does an out-friend/out-trend strategy hope to “win”?
The brand engagement arms race.
They’re on Pinterest? We need to be there. They’ve got
YouTube videos? Let’s do that too. And oh, look, yet another
new social network where our brand needs a “presence.”
Trying to stay one follower, one like, one meme, ahead of
competitors is not a robust, durable strategy. It is not a
sustainable path to long-term success.
A strategy based on out-friend or out-trend the
competition is exhausting and fragile.
And is “engagement” really what we want?
13
The Challenge
Prologue
If it drains our energy to out-engage our competitors, imagine
what all this brand engagement does to ...
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Publisher Resources

ISBN: 9781491919057Errata Page