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Tickle: Digital marketing for tech companies by [Peter Thomson, Ross Brennan]

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Peter Thomson

Tickle: Digital marketing for tech companies Kindle Edition

by Peter Thomson (Author), Ross Brennan (Foreword) Format: Kindle Edition

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Guide to digital strategy for technology companies

A tickle is a small gesture that helps build a relationship. Your tickles could be a thoughtful email with an interesting article, retweeting a tweet or congratulating them on a company announcement. A tickle is a reminder of your relationship and helps you get to know your customers on a personal level.

Stalking the big fish

Social media can now be used to research and build relationships with high value customers. This is allowing a new breed of sales teams to target their prospects in increasingly inventive ways. Today's marketing team is using the full arsenal of public relations, targeted advertising and personalised content. Tickle contains secrets from cutting edge PR, advertising and digital experts who are building relationships one person at a time.

Digital strategy process

Tickle includes an eight step process for embedding customer focused social media into your organisation. You will learn how to build your brand online:
1. Hygiene - Do you have your house in order?
2. Audit - Where do your customers already spend time?
3. Strategy - Where to play and how to win?
4. Listen - Your customers are talking about you right now, are you listening?
5. Curate - People who just talk about themselves are boring, share interesting content from wherever you find it.
6. Create - Content drives conversations and builds your reputation for thought leadership.
7. Converse - Customers talking to each other in a setting that you created will do your job of marketing for you.
8. Convert - An escalating transaction model where you start with small purchases and build them into a large sale.

Technology companies should be the best users of social media for sales and marketing because large technology sales are always built on relationships. But too many technology companies have become bland corporate automatons with no social media personality.

The book is filled with examples, case studies and checklists to help you implement the recommendations. Tickle draws together techniques from public relations, design thinking, lean branding, customer experience design and consumer psychology.

Print length

288 pages
Language

English
Publication date

November 14, 2013
File size

961 KB
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Editorial Reviews

From the Author

The democratisation of communication mediums is one of the most important changes in human history. Social media puts the control of communications channels back in the hands of the public. We are going to return to the pre-industrial age of small communities, story-telling and word-of-mouth.

Personal relationships have always been about quality not quantity. The adoption of social media is going to bring back the importance of honesty, transparency and personal service.

I wrote this book to advocate for a more personal approach to social media. Many companies live or die by their reputation and their relationships but they are neglecting the fact that their reputation now lives online.

About the Author

Peter Thomson is a digital brand strategist. He's an avid skier, street photographer and coffee geek. Peter started his career as a lawyer before moving into management consulting and brand strategy. He works with tech startups and global technology companies to use social media and community building as part of their brand strategy.

Product details

ASIN ‏ : ‎ B00ECIJPSE
Publication date ‏ : ‎ November 14, 2013
Language ‏ : ‎ English
File size ‏ : ‎ 961 KB
Simultaneous device usage ‏ : ‎ Unlimited
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Enabled
Print length ‏ : ‎ 288 pages
Lending ‏ : ‎ Enabled

Best Sellers Rank: #1,912,040 in Kindle Store (See Top 100 in Kindle Store)
- #1,941 in Computers & Technology Industry
- #5,910 in High-Tech Businesses
- #7,056 in Marketing (Kindle Store)

Customer Reviews:
15 ratings

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4 star		13%
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1 star		14%

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Lucidity

A must-read for any digital marketer

Reviewed in the United States on October 9, 2016

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First of all, I could tell within the first quarter of the book that the author is truly a professional and competent when it comes to everything he chose to incorporate this book. Too often do I come across books in this genre where the information just feels like it has been found online and then recycled and re-used. With “Tickle”, the book felt far from this and resembled more of having a direct consultation with a marketing professional. The real substance of this book comes from the fact that it is written in a comprehensive, insightful manner, yet it’s also straightforward and concise enough that it doesn’t waste the reader’s time with any ‘fluff’ or filler – it gets straight to the point, skipping all filler and ‘fluff’. I’ve been working online for many, many years and admittedly have quite a bit of experience with social media strategies especially, but even I can say I learned a lot from “Tickle” – and I think many others will be able too, regardless of their experience. “Tickle” has proven to be an excellent book for me personally, I look forward to putting what I’ve learned into practice very soon.

One person found this helpful

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JDP

Dense and informative

Reviewed in the United States on August 21, 2013

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Digital marketing has taken a leap in the past decade with regard to the plethora of available tools. At the turn of the century, bricks and mortar operations were frantically slapping up websites as brochures and not much else. It was a still a one-way push of a message to a potential customer. However, if you didn't publish a website, you were behind the curve.

Fifteen years later and the message behind "Tickle"...? If you don't use social media as marketing and relationship-building tool, you're again behind the curve. You've already lost ground to a competitor who will use social media tools for customer acquisition and retention, R&D, product development, brand management...and the list goes on.

If you think of social media as a nice-to-have or an afterthought, you're late to the party.

"Tickle" is deceptively dense. It probably needs to be read a few times to absorb key information and to comprehend how social media is changing the rules of engagement for organizations as well as their customers, employees and even competitors. Given the blur between the external and internal "faces" of an organization, the use of social media can be tricky terrain to navigate.

The case studies help to illuminate the various sections in the book. In addition to posing examples in different industry sectors, the cases spell out concrete and proactive steps that an organization (or manager) can take in the arena of social media. Well done!

One person found this helpful

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Tim McCready

Packed with great ideas. Highly recommended.

Reviewed in the United States on September 6, 2013

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Tickle is a great book if you want to use social media in a B2B capacity to full advantage. If you already understand the complexities of marketing and business development but feel like there are more people to reach and more you could be doing for your business, then this book is for you.

I thought I was well versed in most things social and have used social media for many years in business, but in this book Peter gives some great practical examples and insights that I hadn't considered before. Using social media to target an individual client is an idea that turned my thoughts of social media on its head.

I've had a few updates of this book pushed through already - great to see it is being kept current.

One person found this helpful

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Oscar Milde

I was tickled.

Reviewed in the United States on August 16, 2013

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'Tickle' is one of those easy to read, page turners that imparts nugget sized pieces of information without bombarding you with jargon.

It gave me some useful points about social marketing and also left me with some food for thought about other books I might want to read about social media.

All in all, Tickle's a worth while read and a good starter for anyone in business who wants to know a little bit more about the world of social media and how to make a social media change with a tickle.

One person found this helpful

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spirals

tickle yourself

Reviewed in the United States on January 1, 2014

Verified Purchase

This shocked me into the reality that most of us are not immune from the social media! We better start leveraging it properly for noble causes. Very insightful but not only for tech companies, for most humans!

One person found this helpful

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Amazon Customer

Recommended

Reviewed in the United States on October 6, 2016

Verified Purchase

Really enjoyed. Recommended.

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Alexander Tange

Great insight

Reviewed in the United States on September 8, 2013

Verified Purchase

Very useful to get your tech business the right attention no matter if its a startup or a well established business.

One person found this helpful

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Critical Thinker

Remix

Reviewed in the United States on November 6, 2014

Verified Purchase

Where's the trout? This a remix of dozens of other books purporting to offer a new perspective on an old topic. Nothing to see or read here, folks. Just a bunch of highlights.

One person found this helpful

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Top reviews from other countries

David

Useful insight for beginners and experts alike

Reviewed in the United Kingdom on August 15, 2013

Verified Purchase

I work in social media for tech brands so was unsure what to expert with Tickle.

Throughout the course of the book I found myself nodding along to it, agreeing with everything Peter said. The approach to social and branding is sound and provides a great framework for any strategist.

I particularly loved how after each of the early chapters there were characterised examples of how these lessons could be put to use in the real world - making it more than just theory and giving the reader an image of what it actually means to business.

As I mentioned, I feel I was aware of a lot of what is said, however there are multiple points throughout the book where I was opened up to new thinking and ideas I was not aware of / had not thought of before.

After reading Tickle I feel I have a more open mind towards social media and branding and believe my business ideas will be much improved as a result.

One person found this helpful

Dave

Excellent read

Reviewed in the United Kingdom on April 22, 2015

Verified Purchase

Very much liked the brevity and actionable steps mentioned in the book. Loved the hypothetical examples at the end of each chapters too. This really brings the actions and recommendations to life.

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