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The Network Is Your Customer: Five Strategies to Thrive in a Digital Age Hardcover – January 11, 2011

4.9 out of 5 stars 12 customer reviews

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Editorial Reviews

Review

"Level-headed advice for companies contemplating a leap into the digital arena."—Kirkus
(Kirkus)

About the Author

David L. Rogers is executive director of BRITE and faculty director of the Digital Marketing Strategy executive program at Columbia Business School.

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Product Details

  • Hardcover: 336 pages
  • Publisher: Yale University Press (January 11, 2011)
  • Language: English
  • ISBN-10: 0300165870
  • ISBN-13: 978-0300165876
  • Product Dimensions: 6.1 x 1.1 x 9.2 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #1,819,658 in Books (See Top 100 in Books)

More About the Author

David Rogers teaches at Columbia Business School, in New York City, where he is executive director of the Center on Global Brand Leadership. He speaks at conferences worldwide and has consulted and advised numerous companies and nonprofits, such as SAP, Eli Lilly, and Visa. He also plays the sax.

Customer Reviews

Top Customer Reviews

Format: Hardcover
This is the book I have been looking for: the one that provides a structured way of thinking about a company's virtual community of customers. Rather than do the "in" thing whether it involves the introduction of a new technology or jumping on the social marketing bandwagon, Rogers asks that you first think about your business and the needs of your customers and, in turn, to fashion a coherent and comprehensive internet-based strategy that is satisfying to clients and potential customers and lucrative to businesses. He organizes strategy around five core principles (you can see what they are when you pick up up the book but they are strikingly sensible) and offers examples throughout the book that showcase how each of these principles have been successfully deployed by companies, big and small, in different industries. In addition, he illustrates that not all principles are equally important, depending on the circumstances. Therefore, I recommend that before you waste your money on stylish fads that you think might work, you read The Network is Your Customer for inspiration and guidance. With a myriad of ways of reaching out to customers, here is the book that helps you to collect your thoughts and par the list of potential network methodologies to those that are in everyone's best interests. -- Michael O'Malley, author of Leading with Kindness and The Wisdom of Bees.
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Format: Hardcover
This is a fabulous book. A lot of marketing experts offer half-baked hints and tips for exploiting the potential of social networks. Rogers, however, has thought long and hard about the implications of the network for companies, and he applies his intelligent analysis to examples in various industries and in politics. His five strategies derive from this analysis. They're clearly presented and supremely actionable. Among the millions of words written about marketing in the digital age, this book stands out as really insightful and important. If you want a deep understanding of the implications of digital connections for marketing, as well as some practical tools you can implement in your own enterprise, this is the book you want. I recommend it very highly.
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Format: Hardcover
I am a natural networker and connector. It is natural for me to try to connect people with other people who might be of interest.

I believe in nurturing a network and have taken time to deliberately do that. See my blog entry on ways to network easily.

So I was interested when a book The Network is your Customer - 5 Strategies to Thrive in a Digital Age came across my desk it piqued my interest. But -that is not what the book is about. It is about how business thrives in the network age.

It starts by talking about the network effect. How the larger the network, the more valuable it it and at the same time, the more power the network has if your business lacks perfection. It then goes on to share 5 practical Strategies for thriving:

1 - Access - be instant, be everywhere, be accessible from any device all the time. Speed in the digital age wins. I have long ascribed to "sense of urgency wins" in business but in the digital age, it is even more critical.

2 - Engage. Be there in all forms of social media, Twitter, blogs, Pinterest, HonestlyNow, Linkedin etc.

3 - Customize. Make your offerings match customer needs. I see a need for a bit of mass customization simply from a time management viewpoint. Social media can be time consuming so devising ways to systematize it makes sense.

4 - Connect. Of course reach out digitally to your customers and prospect.

5 - Collaborate. Respond to what the network is saying and work with them to constantly improve. Now more than ever, Kaizen applies.

Interesting and thought provoking book.

Social media can be an endless task and create guilt if not approached well. As with any endless task, goals need to be finite in order to get fulfillment.
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Format: Hardcover
I am grateful to Thomas Kuhn and then to Joel Barker for filling one of my several knowledge gaps, in this instance the dual concepts of paradigm and paradigm shift. They have prepared me well for books such as this one in which David L. Rogers observes, "Today, business needs a new paradigm: the customer network. In customer networks, customers are no longer viewed as isolated individuals but are seen as dynamic and interactive participants in a network...To succeed, businesses, nonprofits, and organizations of all kinds need new strategies that match the behavior of customer networks. But first we need to rethink our image of customers, from individuals to networks. We need to stop thinking about the bees and focus on the hive."

After identifying and briefly discussing four basic mistakes to avoid (Page 11), he shifts his attention to "Five Customer Network Behaviors" (12-15) and "Five Customer Network Strategies (15-20), then alerts his reader to 10 of the examples customer network strategies that are featured within the remaining narrative. They include a few of the usual suspects (Apple, Nike, Dell, Cisco, and Ford) but also a few unexpected exemplars such as author Stephanie Meyer (the "Twilight" series) and the 2008 Obama presidential campaign. All this is included in the first chapter (!) and by then, Rogers has begun to generate some serious momentum that carries him (and his eager reader) through more than 100 mini-case studies in Part II: Five Strategies to Thrive with Customer Networks, previously introduced. Briefly:

1. ACCESS: Be faster, easier, everywhere, "and always on."
2. ENGAGE: Become a source of valued, preferably indispensable "content" [e.g. information, advice, constructive criticism].
3.
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