I personally found powerful value in Scott’s first book Unmarketing, I’ve recommended it to over 1000 peers, I was really worried about his sophomore effort. But it's not called "the book of business awesome" for nothing. The other side is titled, "the book of business unawesome" - one a collection of things done right, the other a warning for those who choose to ignore this medium and message.
People who love their customers, who work for themselves, who care about better business – love this book.
His chapter on the "third circle of influence" is the best one pager on the revenue of reach - an instant addition to my arsenal on why business professionals need to join this wired tribe, NOW.
I love that he constantly tackles the inner fears of marketing and business types "people are going to challenge and attack our product!". Scott shares how brand leaders instantly flip bad reviews and solve customer problems - and in some cases get out in front of them like the new multimillion dollar McDonald's campaign.
In the world of client/donor service I continually argue with peers whose programs are focused on exhausting acquisition when the numbers show time and time again it is loyal customers/donors who hold the most revenue potential. It is time to serve and engage them in this medium and stay out front ahead of those who would steal them away from you.
Refocus: Companies/Charities aren't awesome, people are. Business IS personal, we often say "it's about relationships" - well if that is correct then it’s the humanization of brands and us as professionals that are going to build and strengthen these relationships. He’s helped me, let him help you.
Scott tells a couple stories of revenue business that started with one tweet, but he reminds the sceptic "you don't build a house with a hammer, twitter is just a tool you use in collaboration with your existing networks. If you sucked without social, it will only amplify how much you suck". He shares what the ROI will look like and that’s what we need more of instead of just the "how to”.
Scott's 30 tips for speakers is a rant from the cheap seats that will have any avid conference attendee throwing their lanyard in the air screaming "amen brother!!". It could honestly be published as a mini-book and given to speakers when they are confirmed to speak.
Like many business professionals I am sick of "wow, they went viral" stories. We never hear how they built their platform, how long did it take to get viral, what is the revenue and what does life after viral look like? Did the business scale up to succeed or was it just a big blip? Scott dedicates an entire chapter to the gritty details of this, it could be the first time I've seen this done so thoroughly, another big gift to the skeptic of social media strategy.
Moving to the UnAwesome side.... Scott dedicated this to the naysayers, negatives, sceptics - you will see someone in your work peers in this list. The head of marketing or finance who says "my kids spend all night on the twitter and bookface, I don't pay staff to spend all day playing farmville."
The best part of the unawesome side is that it speaks to the busy and overworked, it helps them understand the roots of trends instead of ridiculing them for not understanding. Social media isn't just tied to the web, it's about the future of mobile web. By 2014 the Internet will be used by more mobile devices than desktop computers. Google already reports that 61 % of users won't return to a site they couldn't access quickly, is your site mobile and tablet ready?!
Finally someone challenges the overhyped power of the Facebook like. Finally some really smacks down the droning pathetic "show me the ROI of social media" with the real understanding of an HR, marketing professional and business owner (Scott has been all three). Funny enough though, his book, all these detailed case studies, the actual strategy and comfort talking numbers results in Scott once again writing the best business case for social media integration I've seen to date.
A special thanks and shout out to the Toronto Star Small Business Club for hosting a private session where I got to hear and meet Scott!
I leave you with a couple of great video’s from Scott on ROI and better Social Business, Paul