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Kindle Edition with Audio/Video

Audio/Video content is available on latest generation Kindle Fire (except 1st generation), Kindle Fire HD, iPad, iPhone, and iPod touch devices.

There is No B2B or B2C: It's Human to Human: #H2H [Kindle Edition with Audio/Video]

Bryan Kramer
4.7 out of 5 stars  See all reviews (31 customer reviews)

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Book Description

As marketers, we’ve been trained to speak “business to business” (B2B) or “business to consumer” (B2C). But instead of this creating a simple framework for dialogue between humans, it set forth an unnatural language for marketers, using words like “synergy” and “speeds and feeds” to tell the stories of products and services to their buyers and partners. The fact is that businesses do not have emotion. Products do not have emotion. Humans do.
Humans want to feel something.
And humans make mistakes.

In Human to Human #H2H, Bryan explores the many facets of why and how communication today needs to be adjusted to keep up with our ever-evolving and fast moving social and digital world. Through anecdotes from his own experiences as president of a Silicon Valley marketing firm, he both inspires new ways of finding commonality in our humanity, but also practical tools to think like a human marketer again.

Specifically, you’ll learn:
• The Four Rules of Social Context
• How Human Sensory Building will make you a better Marketer
• The Secrets to Making Ideas Crowd Worthy, with real world examples
• How to be “Delightfully Disruptive”
• Insights into building a Social Business
• What it means to have a “Focker Moment” and why they should be celebrated

Embedded are short intimate video conversations with some of today’s most forward-thinking humans; Jonathan Becher, CMO at SAP, Charlene Li, author and co-founder of The Altimeter Group, and Kare´Anderson, Emmy Award-winning journalist and founder of the Say It Better Center.

If you're looking to bring back the human side of communication, in all its imperfection, empathy, and simplicity, Human to Human #H2H is for you.

Product Details

  • File Size: 60049 KB
  • Print Length: 68 pages
  • Publisher: PureMatter (February 13, 2014)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #142,706 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.7 out of 5 stars
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Most Helpful Customer Reviews
17 of 17 people found the following review helpful
Format:Kindle Edition with Audio/Video
Bryan Kramer struck a chord when he first spoke on stage about the vital need for companies to recognize that it always comes down to a human to human connection for companies to survive and thrive and, in the insights in these video excerpts from his interviews with business thought leaders vividly demonstrates that this notion is spreading. Companies must clearly articulate and demonstrate what they stand for and prove it in how they engage with people inside and outside the firm.

Kramer says, "Near mass adoption of social media has put a magnifying glass on business. It used to be that brands sell more by pushing out a one-way conversation to their market. But now that social has enables countless global and public conversations, most brands are still struggling to express their distinctive voice and in figuring out how to engage in conversations with their key stakeholders instead of talking at them. In fact, many so-called social conversations are still thinly disguised sales pitches."

Companies are feeling three overlapping kinds of social fear, according to Kramer:

" • Fear of not using social media so they haphazardly jump in without a plan
or employees guidelines and rules.

• Fear of saying something wrong and getting criticizes so they don’t take part at all.

• Fear of candid feedback so they stick with one-way 'conversations' when they use social channels."

Also, he wrote, "I recently got to interview Jonathan Becher, CMO of SAP, on the topic of Social Business. He believes that Marketing has always been the glue in a company. But future marketing and future PR are two sides of the same coin. 'Social forces companies to break down internal barriers.
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10 of 11 people found the following review helpful
5.0 out of 5 stars A Short and Sweet Primer for a Complex Subject February 18, 2014
Format:Kindle Edition with Audio/Video
Length: 3:41 Mins
In the spirit of the book "Human to Human" I decided to create a video to review the book. Stick around past my main review for some "authenticity".
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5 of 5 people found the following review helpful
5.0 out of 5 stars Insights on H2H, the next level of social marketing. February 15, 2014
Format:Kindle Edition with Audio/Video|Verified Purchase
Bryan Kramer is a thought leader in social marketing. He does a great job in this book of showing why he is on the cutting edge in this quickly changing field, and why what he has dubbed H2H is the next step. There is a lot here for social marketers, for sure, but also for everyone in their personal and business lives. H2H is a concept for all of us, in almost any situation. Taking advantage of the e-book technology, his insights are reinforced with excellent but all-too-short video clips taken from recent interviews with other authors and leaders in the field. I really liked the discussion on "delightful disruption," which of course is the secret to progress and success in a lot of areas.

In a phrase from the book itself, Bryan Kramer's ideas definitely are "crowd-worthy," and are sure to spark future success in the use of social media.
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4 of 4 people found the following review helpful
5.0 out of 5 stars A Wonderful And Quick Read February 18, 2014
Format:Kindle Edition with Audio/Video|Verified Purchase
I really enjoyed reading this book. It was applicable to me personally as a non-business person. Loved the videos. They really helped to explain the writing and commentary. Thank you for writing something with which many can connect, I believe!
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2 of 2 people found the following review helpful
5.0 out of 5 stars Learning to speak “Human” #H2H April 21, 2014
In his new e-book There is No B2B or B2C: It’s Human to Human: #H2H my good friend Bryan Kramer gives some wise advice to brands: “I don’t care what language you speak, who your brand is or what message you’re trying to send, we all need to speak more human.” I love that statement because it so perfectly reminds us that in the midst of all of our increasingly complex digital sophistication, making the human connection is more important than anything else. Because of the power of social to inform and educate consumers, companies need to be a part of the social scape, and that’s means functioning in the world on a human to human scale. They can no longer afford to hide behind a logo. They have to converse with their market and above all, listen.

This means radical changes in the way companies operate. Top down doesn’t work anymore. When your customers are reaching out to you via social with a problem, they aren’t happy with standard responses. They want to hear from a warm body at your company who has their finger on the problem and who will do everything in their power to make it right as soon as possible. This kind of response can be what Bryan calls a “shining moment,” turning a dissatisfied customer into a fan and a fan into a raving fan. To carry this off, however, companies are going to have to empower their employees with social so that those who are close to the problem can interact with customers. Companies likeDynamicSignal are providing easy to use platforms that make empowering employees as advocates simple. I know, it’s scary, but it’s beneficial too. Brands who embrace social to crowdsource and to form one-on-one relationships are going to be more flexible, stronger players and ultimately winners in the market place.
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2 of 2 people found the following review helpful
5.0 out of 5 stars The right book for the right time February 27, 2014
By Dino
Format:Kindle Edition with Audio/Video
Bryan has written a book for the times. It's a quick and easy read, and yet it's drenched in actionable advice any business can apply today and gain benefits from. Highly recommend it.
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2 of 2 people found the following review helpful
By Brian M
Format:Kindle Edition with Audio/Video
Human to Human: #H2H is must-read material for all businesses that want to better communicate and connect with consumers today. There are a multitude of great nuggets in this easy-to-read book. My favorites were: The 4 Rules of Social Context, Speaking Human, and the difference between Balance and Harmony.

I consider myself to be well-versed in using social media for business and wrote five pages of notes as takeaway items from Bryan Kramer's book. It was a very educational read. Whether you are a local, passionate small business owner or the CMO of a Fortune 500 company, there are lessons to be learned in Human to Human. Well done Bryan!
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Most Recent Customer Reviews
5.0 out of 5 stars Wonderful Reminder & Advice
Great for our kids today
Published 15 hours ago by Nkemakonam
3.0 out of 5 stars An Inspiring Beginning
Bryan Kramer hits upon the central question for business in our time: Will marketers allow their work to become distant and automated, or will they use the new tools of digital... Read more
Published 2 months ago by Jonathan Cook
5.0 out of 5 stars A must have book
This book is truly a must read. I have read this book 4 times and each time I get better insight. Bryan has incredible insight to what truly drives business.
Published 2 months ago by Eric Mitchell
5.0 out of 5 stars Spot on
Fantastic. Honestly, I get so tired of trying to explain how building these relationships is important. Read more
Published 7 months ago by Gwynn
5.0 out of 5 stars Kramer Nails It!
Such an excellent read. It was short, concise and filled with revelation for all marketers and business leaders. Read more
Published 10 months ago by Michael Brito
1.0 out of 5 stars Need better editor and more content.
The material was too sparse. The writing and delivery was boring, good thing that the book is a small book.
Published 12 months ago by Amazon Customer
5.0 out of 5 stars I loved it! Just the right length too
Bryan did a great job on this book.

Thank you so much for sharing your insights and those if your very influential friends.
Published 13 months ago by Peter Trapasso
5.0 out of 5 stars Spud Webb
A relatively short book but packed with exciting and explosive information. It is definitely a slam dunk! Great read #H2H
Published 13 months ago by Johnnie
4.0 out of 5 stars Good ebook
It is very interesting, easy and quick to read! The content is not too suprising. But I would recommend it!
Published 14 months ago by Julia Welzk
5.0 out of 5 stars #H2H my A HA Moment ! Three little words that changed my social media...
This book really did change my career life. I live in Northern Canada. I first heard about your book through the podcast on [...] with @mikestelzner. I work in health care. Read more
Published 14 months ago by tamara stevens
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