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6 of 6 people found the following review helpful
5.0 out of 5 stars A great book on creating and implementing a cohesive digital strategy, July 5, 2010
By 
This review is from: Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing (Paperback)
First off, David Meerman Scott praises the book on the back cover. If you don't know who he is, check out his Gobbledygook Manifesto [...]
In it he says, "Marketers don't understand buyers, the problems buyers face, or how their product helps solve these problems. That's where the gobbledygook happens." He also states, "Because these writers don't understand how their products solve customer problems, they cover by explaining how the product works and pepper this blather with industry jargon." Return on Engagement (ROE) is far from that and exactly the type of book that satisfies David Meerman Scott.

I read Tim's first book, Managing Interactive Products, and Tim sticks to his guns again: be real, have something to offer, and be interesting. He shows marketers how to do that and drive the right audience to your site by focusing earning their trust. Tim explains that the reality is that blogs, social media sites, etc., should be used to help people, build a reputation, earn their trust, and then earn their business as they become advocates for you and your brand.

You probably already know a little bit about the digital technologies mentioned in this book. However, ROE shows how to create a digital strategy and the workflow to execute the tactics. Tim starts by explaining how to listen to online conversations and learn what ideas people have about you and how and why these should form your strategy. He teaches the importance of relevant content, how to publish effectively, and how to integrate your keyword strategy across all touch points/channels.

This books gets you thinking and jotting down notes. All sections contain bullet points with relevant questions that you should answer during your planning stage. Tim practices what he preaches. This book is part of the off-site technique to drive traffic to his site. It's all about driving people to the web. That's why you have to visit the website to download the mobile chapter. Highly suggested!
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2 of 2 people found the following review helpful
5.0 out of 5 stars Packed with useful information. A must have for any aspiring digital pro!, August 2, 2010
This review is from: Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing (Paperback)
From on-site to off-site strategy and everything in between this book has it all. I live eat and breathe the web and this book still taught me a ton of great new information that I have already been able to put into action.

Not only did I gain a ton of useful knowledge by reading Tim's book, I also thoroughly enjoyed the read. Every page is annotated with insightful images that make the book very magazine like and fun.

I highly recommend this book for anyone who is serious about creating a powerful presence online.

I tip my hat to Tim for a job well done!

Cheers,

Garin Kilpatrick
[...]
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1 of 1 people found the following review helpful
4.0 out of 5 stars Book and companion website are a powerful pair, October 6, 2010
This review is from: Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing (Paperback)
Vine Customer Review of Free Product (What's this?)
Tim Frick's Return on Engagement provides a tangible set of guidelines, tools and techniques to foster relationships with the potential to drive targeted site traffic, build customer communities, and ultimately exceed business goals.
Each of the book's four sections -- Strategy, On-Site, Off-Site, and The Return -- provides a comprehensive breakdown of available tools, techniques with which to use them, and contextual descriptions that answer the important questions of how, when, where, and perhaps most important, why businesses might want to implement some of these tools into their own production and marketing mix. In addition to learning lessons from personal experience, the book also provides real world case studies profiling people and companies that have had measurable success implementing these various tools and techniques. The companion Web site, [...], offers code snippets, links, resources, RSS feeds, profiles, community interaction, a free bonus chapter on mobile media, and more.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Covers it all, September 22, 2010
By 
Damian P. Gadal (Santa Barbara, CA USA) - See all my reviews
(VINE VOICE)   
This review is from: Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing (Paperback)
Vine Customer Review of Free Product (What's this?)
A book like this is a rare find. I've been taking notes and soaking in all the information provided within. In the fast paced world of the internet you need to be on top of your game, which is hard to do.

A book like this can help. The focus is to help you get the most out of the myriad of web tools out there, hence the title "return on engagement". You want and need to engage your audience and get the most out of that engagement.

How do you do this? It's all spelled out here. Blogs, Social Media, Social Network, Webpage Development and Branding, email, etc. Things you need to know about and understand.

The pros and cons of the various methods of engaging your audience are spelled out, as is how all the various methods of reaching your audience work.

Most importantly, this book stresses the importance of providing something of value to your audience/clients. Your content needs to have value! In the big bad world of the web, people will quickly spot insincerity and move on, but not before telling everyone they know to steer clear, making the road to failure a quick one.

Of course we all want the inverse of this. Providing useful products and services via the web in an engaging fashion that has the potential to grow your business in an exponential fashion. This book will help you achieve that.

A lot of time and effort has gone into compiling the impressive amount of information in this book, and it's worth several readings. It will get you started in the right direction, minimizing painful trial and error.

This is one book web based businesses should get. After all, who doesn't want the most return for their efforts?
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1 of 1 people found the following review helpful
5.0 out of 5 stars Highly recommended, but not for the clueless or technophobic., September 7, 2010
By 
Loren Woirhaye "Direct Response copywriting ... (Easthampton, Massachusetts - Los Angeles, California) - See all my reviews
(VINE VOICE)   
This review is from: Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing (Paperback)
Vine Customer Review of Free Product (What's this?)
"Return on Engagement" is a strikingly high-quality book. When I first held it in my hands I commented on how heavy it is. The weight is from the paper - the creamy-smooth paper that takes full-color printing so well.

The book delivers a rich, visual reading experience with lots of relevant illustrations and sidebars. You'd expect a book written by a specialist in engaging and easy to navigate websites to create an engaging and easy to navigate book - and Frick has. It's quite a stunning achievement in terms of how much relevant content it contains and how well-sorted the information is. A real triumph of restraint because Frick probably could have written a book 2 or 3 times as long and made the book worse for it.

I'm a bit humbled by "Return on Engagement". I was expecting a lot of familiar cliches and filler about social media. It's far more technical and insightful about real marketing problems and effective, if sometimes troublesome to implement solutions. There's a lot to understand about building an effective presence on today's internet. This is not a shallow book and if you're anything less than a professional web developer the technical content here will challenge you.

There's brief about engaging real people and branding and all that fun high-concept stuff, but Frick doesn't want to dwell on the countless self-proclaimed social media experts crow on about. He moves fast into the real nitty-gritty day-to-day problem solving needed to make your site load fast, rank well, engage visitors and make money.

Be warned, if you are clueless about internet technology you'll need a translator to understand this book. I could see it being a useful bridge for less-technical people and more technical people to read and talk about. If a project required technology-challenged supervisors to work with web developers and SEO people, I could see this book being a very useful tool for the whole team to get on the same wavelength.

The reach of this book is wide and it makes stabs at depth, including code snippets and technical details you'd expect in an black-and-white O'Reilly technical manual, not in a gorgeous, full-color book.

Highly recommended, but not for the clueless or technophobic.
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2 of 3 people found the following review helpful
5.0 out of 5 stars I blog, therefore I am..., September 6, 2010
This review is from: Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing (Paperback)
Vine Customer Review of Free Product (What's this?)
... could be considered an undated, more hip version of René Descartes famous dictum, provided a very major caveat is observed: that one actually thinks before pounding out the latest message on the keyboard. There are numerous reasons aside from sheer narcissism for having one's own website. Edouard Daladier, a French Prime Minister in the `30's, introduced the expression, the "wall of money," by which he meant the ability of a very few extremely rich families to thwart change in the political process. The "wall of money" is a concept as valid today, in America, as it was in France in the `30's, given the increasing concentration of mega-wealth in the hands of a very few, thereby enabling the few to set and dominate the "agenda," be it political, media, or the market place. The person of average financial means may never be able to "tear down this wall" as Ronald Reagan once urged, concerning a vastly different wall, but the Internet does permit that person to circumvent it. And it can be much more than sharing one's latest vacation photos. In a more purposeful way, it can be about finding and relating to a community of like-minded individuals (and sometimes some very unlike-minded individuals) who share your values and concerns. It can also be about marketing a physical product. The Internet can take the power, and the money away from many so-called experts, as numerous former travel or insurance agent can attest.

If a tree falls in the forest, and no one hears it, does it really make a sound? is a famous philosophical question. If you have a website, and no one knows about it, does it really exist? This excellent book addresses that central problem, and provides a multitude of ways by which your website can function far more effectively for you. Tim Frick helps the website owner synthesize the increasingly segmented skills of the marketer, strategist, writer, designer and developer.

The author provides a global perspective on the skills and techniques of effective website promotion. This starts with an examination of the overall plan: the why of having a website. Frick stresses that content is important, as well as the context in which it is displayed. He then has separate chapters concerning on-site and off-site techniques: the former looks at such items as one's key word strategy; the later on the multifarious methods of promoting one's site at other sites. Frick devotes considerable space to the advantageous use of social network websites, such as Facebook, Twitter, My Space and LinkIn. A static website is a dead website; it must constantly change and evolve. The updating of the website is addressed by CMS (Content Management Systems) and Frick devotes an entire chapter to the subject. Aside from simple CMS, the website needs to be under constant development, and there is a chapter on that also. I'd always wondered what "RSS" is (it is "Really Simple Syndication"). It is an essential tool for getting one's message out. This tool is covered in its own chapter. E-mail marketing is so often associated with "spamming," but the technique is still on the rise. Frick stresses that `proper etiquette', which seems like a fussy, pre-Internet expression, is essential if one is to be effective. No one likes someone "getting in their face," be it in person, or on the Internet, and that is the essence of etiquette.

After all the work is done... and it could take several people several lifetimes if all the techniques are fully exploited, the quintessential question is: Has one accomplished anything? Frick devotes his penultimate chapter to "Measurement," which helps the website owner / webmaster validate and fine-tune the promotional strategy.

Return on Engagement provides an excellent Return of Investment, particularly at the Amazon price, which is only the smallest brick in that proverbial wall of money. The material is rich, varied, and dense, yet is provided in an easy to read and comprehend multi-media style format. It is an absolutely essential 5-star read for anyone with a website, and would be informative even for a Luddite who only reviews books at Amazon.
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4.0 out of 5 stars great work, April 21, 2011
This review is from: Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing (Paperback)
Vine Customer Review of Free Product (What's this?)
As someone new to the social networking realm, I needed something that would at least clue me in to this emerging field. It did that and then some, and I feel ready to really hit the ground running.

This is a book by someone who clearly 'gets it' and is pretty darn comprehensive!
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4.0 out of 5 stars A Solid Book for Beginners or Small Business Owners - Like a Text Book, April 14, 2011
This review is from: Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing (Paperback)
Vine Customer Review of Free Product (What's this?)
I'm always hesitant to read an actual book on anything technology related that I was reluctant to order Return on Engagement, but was pleasantly surprised to see that - to date - the information remained both accurate and relevant. Things move so fast online, especially in Social Media, that printed information is all too soon obsolescent

Part of the reason for this is that the book really isn't written for Internet Marketers or the IT Crowd, but instead seems to be designed your average business person - probably in marketing or the owner of a small to mid-sized business - to help them get a stronger grip on how they can use the internet to their advantage.

The book breaks down what can be an intimidating topic into graspable chunks, with four broad sections:

Strategy
Onsite techniques
Offsite Marketing
Measurement and Metrics

...which are then further broken down into more discrete topics. It's good to see a focus in this book on the "WHY" of online marketing, rather than a pure focus on the "WHAT" and "HOW", because all too often newcomers to online/internet will become fascinated by the technology and the cool things that it can do, and get sidetracked rather than focusing on what their objectives really are, and how technology can serve them.

Concepts are clearly laid out and explained, and the writing is both solid but "light". The layout of the book encourages learning - as I said in the tital of the review, it seems like a Text Book, with lots of explanatory graphics, strong breaks between sections and a pretty clear focus on THIS IS WHAT YOU NEED TO KNOW mixed in with tips, advice on references to online examples.

So, why 4 Stars? Well, I guess I was hoping for something just a little more cutting edge. This is a fine book, but its made for the beginner/intermediate audience, not for someone that really puts a lot of time into Internet Marketing. Also, its good and relevant NOW in the Spring of 2011, but by the end of the year, some of the information will have already aged.
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5.0 out of 5 stars Real return on engagement, February 28, 2011
This review is from: Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing (Paperback)
Vine Customer Review of Free Product (What's this?)
Tim Frick's Return on Engagement published by Focal Press is subtitled, Content, Strategy, and Design Techniques for Digital Marketing . Return on Engagement is just about a guaranteed return on your investment in the price of the book. One of the more interesting things that Frick brings up in the book is the fact that your personal, or business `social networking' profile and all the friends you "follow" or connect to, the things you "like", and even what you choose to write about in your personal Web diary (`blog') and share on video sites creates a real web of value.

Frick also has a on-line project which can show you this value of your social network profile. This small facet of the book in itself is simply amazing. The inside of Return on Engagement really does live up to the back-cover accolades. The real world examples of how to implement the expert marketing techniques are laid out in detail in simple to understand terms.

Believe me, coming from someone with experience with the internet but little to no experience with social media or the demands of results-oriented web design and internet marketing, Tim Frick's Return on Engagement and his answers to how when where and why to put the tools that are out there to use; for yourself, or your company is a book that will absorb you and will not collect dust on your bookshelf any time soon. There is also a companion website to the book with web code snippets, web links and resources, information you can subscribe to free (RSS feeds), community interaction, a free bonus chapter, and more.

Investing your time, and that of your company is personally and professionally expensive regardless of what part of the business you are trying to improve. No matter what your business field is, Tim Frick and the team that assembled Return on Engagement have ensured that your time invested in this single volume is likened to finding a McGuffey's Eclectic Readers for the twenty-first century aimed precisely at the new world of starting and maintaining mutually beneficial online relationships with the people you want to know best, your customers.
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4.0 out of 5 stars Detailed tool information for marketing managers with large, complex websites, January 3, 2011
This review is from: Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing (Paperback)
Vine Customer Review of Free Product (What's this?)
This book is a good resource for marketing managers in midsized and large organizations that have large websites with integrated blogs, user communities, multiple contributors, and lots of content. It presents useful information on specific tools your web developer may discuss with you, and questions to ask about the role and strategy for each. I wouldn't recommend this book for web marketing novices, as it assumes you have a solid understanding about web marketing strategies and techniques. The real-life examples are good, but I wish there were more.
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Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing
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