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42 Rules for a Web Presence That Wins: Essential Business Strategy for Website and Social Media Success Paperback – September 7, 2011
"Enlightenment Now: The Case for Reason, Science, Humanism, and Progress"
Is the world really falling apart? Is the ideal of progress obsolete? Cognitive scientist and public intellectual Steven Pinker urges us to step back from the gory headlines and prophecies of doom, and instead, follow the data: In seventy-five jaw-dropping graphs, Pinker shows that life, health, prosperity, safety, peace, knowledge, and happiness are on the rise. Learn more
"A tactical and practical guide to web activities that will help you avoid the pitfalls and potholes." - Guy Kawasaki, Author, "Enchantment: The Art of Changing Hearts, Minds, and Actions" and former Chief Evangelist of Apple
"The rules may be less important than the examples! Some of the anecdotes are counter-intuitive and web 'ambassadors' will benefit simply by asking the questions implied by author Gamse's rules." - Vint Cerf, Internet Pioneer
"Philippa is . . . laser-focused on what works, what's tried and true and what simply makes sense. Just having this book on your desk will make you a better online marketer." - Jim Sterne, Founder, eMetrics Marketing Optimization Summit and Author, "Social Media Metrics"
"Philippa has put together dozens of gems to help you get more from your web presence and think more deeply about your business, your customers and how to approach them. A must-read in this age of social media." - Dr. Mark S. Albion, Co-Founder, More Than Money Careers LLC, and former professor, Harvard Business School
"Philippa provides an excellent list of 'checks and balances' for those who might be too close to their own material, or too used to seeing things from only one perspective." - Darrin Johnston, Senior Vice President, Sales, Meyer Corporation
About the Author
A Web strategy pioneer, Philippa Gamse has been working with Internet applications since 1991. Long before most people had seen the power of online communication tools, Philippa was an "Internet evangelist" for a major national nonprofit organization.
Since then, Philippa has critiqued over 5,000 websites in North America and Europe. As a consultant, she drills deep into the visitor experience of each site, and creates actionable and specific recommendations. Her clients report significant improvement in their levels of quality traffic, visitor engagement, customer loyalty and qualified sales leads within 30 days of implementing her suggestions.
Philippa is an Adjunct Faculty member at Hult International Business School (ranked by The Economist at #17 among US business schools), where she teaches digital and social media marketing. In 2003, Philippa was awarded the prestigious Certified Management Consultant designation. The CMC is an ISO-accredited qualification recognized in over 60 countries, and held by less than 1% of the consulting profession.
Philippa is a member of the Brains Trust for the Small Business Advocate radio show with Jim Blasingame. She is interviewed frequently, and presented a series of monthly segments for the National Speakers Association "Voices of Experience" audio magazine, 2006-2007. The ground-breaking Seven Steps to Building Electronic Communities, which Philippa co-authored with Terry Grunwald in 1993, continues to be cited as a foundational text for the social networking movement.
More recently, Philippa was featured as the sole expert in the cover story on effective web strategy for the UPS Compass Magazine Fall 2009 edition, distributed to over 1 million businesses. She also presented the opening keynote for the 2012 MarketingProfs University course Websites That Work. In March 2013, Philippa will speak at the prestigious Techkriti program at the Indian Institute of Technology in Kanpur.
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For example, the 2nd tip is to appoint a web ambassador and the tip assumes you are already in a large organization with the power to make this change. In this sense, the beginning tips are meant more for a manager than a web designer/developer.
The middle part of the book is about the strategy for the website. This part shows how to evolve your website properly by looking at your audience, and optimizing your website.
It is the third part of the book which examines how to generate content for your website. Advice from the author tends towards the practical side advising to do what works best, often by looking at Google Analytics and similar programs to see where leads come from. Some of the tips are geared towards online shops.
I found most of the tips to be on point, but I would have liked to see a lot more about starting a site from the beginning. Probably over half the tips assume you are at a company, possibly with a management position. The view from the web designer felt to be missing a bit.
The book feels like a pamphlet and I would have liked to see more content from the author. On many tips there are references to people the author interviewed, talked with, or worked with. They were listed as footnotes in the back of the book. I get that the book wanted to be concise, but 2 pages per tip did not feel like enough in many of the tips, where a couple extra pages of details would have gone a long way.
Overall, this is a solid and concise primer to help you build a better website.
This book is about the net and how to use it effectively in your business, your goals and strategies.
There is some advice at the beginning, basically to go to the experts.
The book starts with the net in the 1990's and I also found there was much there. Love how she targets a certain area and finds the expert with the right knowledge/answers and gives that to you.
Like how she uses the 'seeing is believing' concept when it comes to a web site.
With her knowledge and the clients she's helped in the past the book leaves you to believe, she's seen it before and knows how to get the most out of what you are doing-especially the one of the long-term nursing facility where the menu is listed daily, so those on the outside will know what their loved ones on the inside had for a meal.
Although not all 42 rules may apply to you, I do suggest you sit down and read through all of them, the words are so informative.
Even though an example might be about a business to make money if your site is for information sources only you may be surprised at just a simple thing about layout can also benefit your website.
This is a light and fairly quick read. It covers a lot of ground, not down to the nitty-gritty, rather a food-for-thought style. Although the title calls them "Rules," the sections of the book are perhaps better described as "things you really, really need to think about." The book covers management issues, selling strategy and tactics, content creation and measurement.
Gamse includes lots of real-life examples from her own experience with clients, a mix of success stories and cautionary tales. Each example is accompanied by her take on how to approach that issue. Even if you don't always choose the same approach, it's worth the read to be aware of these issues and give thought to how you'll handle them. (My personal favorite is Rule 14: Learn to Tell the Baby from the Bathwater, which warns us not to flush successful assets when redesigning a site.)