Chapter 4



When I talk with marketers at organizations small and large, I ask a lot of questions. Among the most common is a variation on “How are your current efforts performing?” As I listen to the answer, I often get an image in my head of the Apollo 11 astronauts planting the American flag on the moon. Like the space program we used as planning inspiration back in Chapter 2, we’ve planted our flag in this new frontier—perhaps a shiny new Facebook page or blog—but we’re not sure what happens next. Or how often it should happen.

Google’s Eric Schmidt turned heads when he revealed that, “Every two days we create as much ...

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