Imagine a chimpanzee rampaging through a data center powering everything from Google to Facebook. Infrastructure engineers use a software version of this ´´chaos monkey´´ to test online services´ robustness-their ability to survive random failure and correct mistakes before they actually occur. Tech entrepreneurs are society´s chaos monkeys, disruptors testing and transforming every aspect of our lives, from transportation (Uber) and lodging (Airbnb) to television (Netflix) and dating (Tinder). One of Silicon Valley´s most provocative chaos monkeys is Antonio García Martínez. After stints on Wall Street and as CEO of his own startup, García Martínez joined Facebook´s nascent advertising team, until he was forced out in the wake of an internal product war over the future of the company´s monetization strategy, and eventually landed at rival Twitter. In Chaos Monkeys, this gleeful contrarian unravels the chaotic evolution of social media and online marketing and lays bare the hijinks, trade secrets, and power plays of the visionaries, grunts, sociopaths, opportunists, accidental tourists, and money cowboys who are revolutionizing our world.
INSTANT NEW YORK TIMES BESTSELLER An NPR Best Book of the Year - A Business Insider Top 20 Business Book of the Year - An Inc. Best Book of the Year for Entrepreneurs and Small Business Owners ´´Incisive.... The most fun business book I have read this year.... Clearly there will be people who hate this book - which is probably one of the things that makes it such a great read.´´ - Andrew Ross Sorkin, New York Times ´´Eye-popping.´´ - Vanity Fair Liar´s Poker meets The Social Network in an irreverent exposé of life inside the tech bubble, from industry provocateur Antonio García Martínez, a former Twitter advisor, Facebook product manager and startup founder/CEO. The reality is, Silicon Valley capitalism is very simple: Investors are people with more money than time. Employees are people with more time than money. Entrepreneurs are the seductive go-between. Marketing is like sex: only losers pay for it. Imagine a chimpanzee rampaging through a datacenter powering everything from Google to Facebook. Infrastructure engineers use a software version of this ´´chaos monkey´´ to test online services´ robustness-their ability to survive random failure and correct mistakes before they actually occur. Tech entrepreneurs are society´s chaos monkeys, disruptors testing and transforming every aspect of our lives, from transportation (Uber) and lodging (AirBnB) to television (Netflix) and dating (Tinder). One of Silicon Valley´s most audacious chaos monkeys is Antonio García Martínez. After stints on Wall Street and as CEO of his own startup, García Martínez joined Facebook´s nascent advertising team, turning its users´ data into profit for COO Sheryl Sandberg and chairman and CEO Mark ´´Zuck´´ Zuckerberg. Forced out in the wake of an internal product war over the future of the company´s monetization strategy, García Martínez eventually landed at rival Twitter. He also fathered two children with a woman he barely knew, committed lewd acts and brewed illegal beer on the Facebook campus (accidentally flooding Zuckerberg´s desk), lived on a sailboat, raced sport cars on the 101, and enthusiastically pursued the life of an overpaid Silicon Valley wastrel. Now, this gleeful contrarian unravels the chaotic evolution of social media and online marketing and reveals how it is invading our lives and shaping our future. Weighing in on everything from startups and credit derivatives to Big Brother and data tracking, social media monetization and digital ´´privacy,´´ García Martínez shares his scathing observations and outrageous antics, taking us on a humorous, subversive tour of the fascinatingly insular tech industry. Chaos Monkeys lays bare the hijinks, trade secrets, and power plays of the visionaries, grunts, sociopaths, opportunists, accidental tourists, and money cowboys who are revolutionizing our world. The question is, will we survive?
A Primer on the Future of PR, Marketing and Advertising Now Revised and Updated with New Case Studies! A new generation of megabrands like Facebook, Dropbox, Airbnb, and Twitter haven´t spent a dime on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they rely on a new strategy-growth hacking-to reach many more people despite modest marketing budgets. Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they´re primed to generate explosive reactions. Bestselling author Ryan Holiday, the acclaimed marketing guru for American Apparel and many bestselling authors and multiplatinum musicians, explains the new rules and provides valuable examples and case studies for aspiring growth hackers. Whether you work for a tiny start-up or a Fortune 500 giant, if you´re responsible for building awareness and buzz for a product or service, this is your road map.
The fast and easy way to get the most of out social media marketing Sharing the wisdom of social media voices Shiv Singh and Stephanie Diamond on the latest approaches to social media marketing, Social Media Marketing For Dummies presents the essence of planning, launching, managing, and assessing a social media marketing campaign. In an easy-to-read style that is perfect for time-pressed marketers, this essential guide covers all the newest and time-tested trends in social media, including reaching your audience via mainstream platforms; getting social with existing web properties like a company site, blog, mobile tools, and advertising; making the most of Facebook, Twitter, Google+, LinkedIn, and others; launching a campaign and developing a voice; reaching your audience on key and niche platforms, and embracing influencers; and much more. Social media marketing is a highly-effective way to make a big bang without spending big bucks--and it´s an easy, way to enlarge your audience, reach your customers, and build your business. With the indispensable tools in this new edition of Social Media Marketing For Dummies, you´ll find everything you need to make the most of low-cost, timely online marketing strategies that resonate with consumers and make your brand and business viable in a saturated market. * Gives you an overview of your social media marketing choices * Covers giving social license to employees and metrics * Provides the latest trends in social media marketing * Includes tips on creating a social media marketing campaign, avoiding common mistakes, and key resources If you´re a busy marketer, small business owner, or entrepreneur looking to reach new markets with social media marketing initiatives, this hands-on, friendly guide has you covered.
One of the Best Books of the Year The San Francisco Chronicle * The Philadelphia Inquirer * Vox * The Globe and Mail (Toronto) From Tim Wu, author of the award-winning The Master Switch ( a New Yorker and Fortune Book of the Year) and who coined the term ´´net neutrality´´-a revelatory, ambitious and urgent account of how the capture and re-sale of human attention became the defining industry of our time. Ours is often called an information economy, but at a moment when access to information is virtually unlimited, our attention has become the ultimate commodity. In nearly every moment of our waking lives, we face a barrage of efforts to harvest our attention. This condition is not simply the byproduct of recent technological innovations but the result of more than a century´s growth and expansion in the industries that feed on human attention. Wu´s narrative begins in the nineteenth century, when Benjamin Day discovered he could get rich selling newspapers for a penny. Since then, every new medium-from radio to television to Internet companies such as Google and Facebook-has attained commercial viability and immense riches by turning itself into an advertising platform. Since the early days, the basic business model of ´´attention merchants´´ has never changed: free diversion in exchange for a moment of your time, sold in turn to the highest-bidding advertiser. Full of lively, unexpected storytelling and piercing insight, The Attention Merchants lays bare the true nature of a ubiquitous reality we can no longer afford to accept at face value.
NATIONAL BESTSELLER A Book of the Year Selection for Inc. and Library Journal ´´This book picks up where The Tipping Point left off.´´ -- Adam Grant, Wharton professor and New York Times bestselling author of ORIGINALS and GIVE AND TAKE Nothing ´´goes viral.´´ If you think a popular movie, song, or app came out of nowhere to become a word-of-mouth success in today´s crowded media environment, you´re missing the real story. Each blockbuster has a secret history-of power, influence, dark broadcasters, and passionate cults that turn some new products into cultural phenomena. Even the most brilliant ideas wither in obscurity if they fail to connect with the right network, and the consumers that matter most aren´t the early adopters, but rather their friends, followers, and imitators -- the audience of your audience. In his groundbreaking investigation, Atlantic senior editor Derek Thompson uncovers the hidden psychology of why we like what we like and reveals the economics of cultural markets that invisibly shape our lives. Shattering the sentimental myths of hit-making that dominate pop culture and business, Thompson shows quality is insufficient for success, nobody has ´´good taste,´´ and some of the most popular products in history were one bad break away from utter failure. It may be a new world, but there are some enduring truths to what audiences and consumers want. People love a familiar surprise: a product that is bold, yet sneakily recognizable. Every business, every artist, every person looking to promote themselves and their work wants to know what makes some works so successful while others disappear. Hit Makers is a magical mystery tour through the last century of pop culture blockbusters and the most valuable currency of the twenty-first century-people´s attention. From the dawn of impressionist art to the future of Facebook, from small Etsy designers to the origin of Star Wars, Derek Thompson leaves no pet rock unturned to tell the fascinating story of how culture happens and why things become popular. In Hit Makers, Derek Thompson investigates: · The secret link between ESPN´s sticky programming and the The Weeknd´s catchy choruses · Why Facebook is today´s most important newspaper · How advertising critics predicted Donald Trump · The 5th grader who accidentally launched ´´Rock Around the Clock,´´ the biggest hit in rock and roll history · How Barack Obama and his speechwriters think of themselves as songwriters · How Disney conquered the world-but the future of hits belongs to savvy amateurs and individuals · The French collector who accidentally created the Impressionist canon · Quantitative evidence that the biggest music hits aren´t always the best · Why almost all Hollywood blockbusters are sequels, reboots, and adaptations · Why one year--1991--is responsible for the way pop music sounds today · Why another year --1932--created the business model of film · How data scientists proved that ´´going viral´´ is a myth · How 19th century immigration patterns explain the most heard song in the Western Hemisphere
A Financial Times ´Best Thing I Read This Year´ LONGLISTED FOR THE FT & MCKINSEY BUSINESS BOOK OF THE YEAR AWARD Google. Amazon. Facebook. The modern world is defined by vast digital monopolies turning ever-larger profits. Those of us who consume the content that feeds them are farmed for the purposes of being sold ever more products and advertising. Those that create the content - the artists, writers and musicians - are finding they can no longer survive in this unforgiving economic landscape. But it didn´t have to be this way. In Move Fast and Break Things, Jonathan Taplin offers a succinct and powerful history of how online life began to be shaped around the values of the entrepreneurs like Peter Thiel and Larry Page who founded these all-powerful companies. Their unprecedented growth came at the heavy cost of tolerating piracy of books, music and film, while at the same time promoting opaque business practices and subordinating the privacy of individual users to create the surveillance marketing monoculture in which we now live. It is the story of a massive reallocation of revenue in which $50 billion a year has moved from the creators and owners of content to the monopoly platforms. With this reallocation of money comes a shift in power. Google, Facebook and Amazon now enjoy political power on par with Big Oil and Big Pharma, which in part explains how such a tremendous shift in revenues from creators to platforms could have been achieved and why it has gone unchallenged for so long. And if you think that´s got nothing to do with you, their next move is to come after your jobs. Move Fast and Break Things is a call to arms, to say that is enough is enough and to demand that we do everything in our power to create a different future.
Wer mit wachen Augen durch die Stadt streift, kann allerorten Kunst entdecken. Hier wurde ein Hydrant, ein Mülleimer oder ein Baum mit einfachen Mitteln in eine skurrile Figur verwandelt, dort prangt ein großes Graffiti an einem Brückenpfeiler, da hat einer ein Werbeplakat ironisch ´´uminterpretiert´´. Streetart-Künstler nutzen die urbane Infrastruktur als Leinwand und beweisen oft enormen Einfallsreichtum und großes künstlerisches Talent. Die Facebook-Seite ´´StreetArt in Germany´´ präsentiert seit 2011 Bilder der beeindruckendsten, schönsten und verrücktesten Kunstwerke im öffentlichen Raum und begeistert damit rund eine Million Fans weltweit - es werden immer mehr. Auch die Streetart-Szene wird rasend schnell größer, viele Künstler sind bereits landesweit und international bekannt. Dieses ungewöhnliche, zweisprachige (deutsch / englisch) Bilderbuch versammelt die besten Bilder der Facebook-Seite sowie weiteres, exklusives Bildmaterial von Straßenkunst: manchmal lustig, manchmal schräg, oft gesellschaftskritisch und immer überraschend. English Keep your eyes peeled as you wander through town and you can spot art all around you. A hydrant, a rubbish bin or a tree that have been transformed - by simple means - into a bizarre figure; over there, large scale graffiti emblazoned on a pillar of a bridge; or here the ironic ´´reinterpretation´´ of an advertising poster. Street art artists use the urban infrastructure as a canvas, often demonstrating huge creativity and great artistic talent. Since 2011, the Facebook page ´´StreetArt in Germany´´ has been presenting the most impressive, most beautiful and craziest artworks in public places and enthrals around one million fans across the world. And this number is growing all the time. The street art scene is growing just as fast and many artists are already well known on a national and international level. This unusual, bilingual picture book (in German and English) collates the best pictures from the facebook page as well as other exclusive picture material of street art. Sometimes it is amusing, sometimes ´´off the wall´´; frequently it critiques society and is always full of surprises.
Mit diesem Buch erwerben Sie umfassendes Wissen im Online-Marketing Wie gelingt profitables Online-Marketing? Diese Frage beantwortet Erwin Lammenett, Gründer einer renommierten Internetagentur, mit seinem Buch ´´Praxiswissen Online-Marketing´´. Praxisnah und theoretisch fundiert erläutert er die gesamte Palette der Online-Marketing-Instrumente. Sie erfahren, wie Sie sie erfolgreich nutzen, welche von ihnen Sie sinnvoll miteinander kombinieren und wie Sie ein effizientes Controlling aufbauen. Angesprochen werden speziell: Führungskräfte und Mitarbeiter aus Marketing und PR Produktmanager und Unternehmensberater Dozierende und Studierende mit dem Schwerpunkt Marketing Alle Kapitel dieses Werks enthalten dynamische Servicelinks, über die Inhalte jederzeit und kurzfristig angepasst werden können. So können Sie sichergehen, dass Sie immer auf die aktuellsten Erkenntnisse im Online-Marketing zugreifen. Die Instrumente des erfolgreichen Online-Marketings Zu Beginn blickt Erwin Lammenett auf die Veränderungen zurück, die das Online-Marketing seit dem Siegeszug des Web 2.0 erlebt hat. Er erläutert, was sich hinter dem Begriff Online-Marketing genau verbirgt und wie sich diese Definition von anderen Teildisziplinen abgrenzen lässt. Der Fokus des Buchs ´´Praxiswissen Online-Marketing´´ liegt auf verschiedenen Teilgebieten dieses dynamischen Komplexes. Lesen Sie unter anderem mehr über: Affiliate-Marketing E-Mail-Marketing Influencer-Marketing Suchmaschinenmarketing (SEM) Keyword-Advertising (SEA) Suchmaschinenoptimierung (SEO) Universal Search Amazon als Suchmaschine Preissuchmaschinen und Vergleichsportale Online-Werbung Facebook-Werbung Social-Media-Marketing Mobiles Internet und Mobile-Marketing Erfolgsdeterminanten Die neue Auflage berücksichtigt aktuelle Entwicklungen Viele Praxisbeispiele und -tipps entwirren das Beziehungsgeflecht der einzelnen Disziplinen. Alle Kapitel der vorliegenden 7. Auflage wurden komplett überarbeitet und das Werkumfassend erweitert, etwa durch: ein Kapitel zum Thema Influencer-Marketing eine Anleitung zum Suchen und Finden passender Video-Creatives einen Überblick über aktuelle Entwicklungen im Content-Marketing Mit diesem Buch erhalten Sie ein hoch aktuelles Werk mit Praxisbezug zum Online-Marketing. Erfahren Sie, wie der Einstieg in die Branche gelingt und welche Herausforderungen in Zukunft im Online-Marketing zu erwarten sind.