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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.
- Sales Rank: #1178982 in Books
- Published on: 2014-03-13
- Original language: English
- Number of items: 1
- Dimensions: 9.02" h x .14" w x 5.98" l, .21 pounds
- Binding: Paperback
- 68 pages
Most helpful customer reviews
17 of 17 people found the following review helpful.
Enduringly Successful Firms Must Be Like Caring, Helpful Friends
By Kare Anderson
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. If you think of social as a shouting platform, then you can go onto your platforms and send it out and you’re done,' said Becher.
The businesses that have embraced social as a positive channel to engage in conversations with both employees and customers – what we call social business – are really winning. But it takes a lot of training, boundary setting and an open mind. Not many brands have that yet in their leadership.
Even if you aren't involved in marketing, this book has relevance because it shows how each of us has a greater opportunity now, to co-create our life's work with others by taking what Kramer calls a H2H approach in our interactions with others, as individuals, and for our organizations.
Kramer is out to start a movement, it seems, and perhaps his four-part credo for creating your own "Digital Body Language" will become an integral part of that path:
"1. Think it through. Whether it’s a blog or a Tweet, you need to visualize how what you share will play out, and whether it meets your objectives.
2. Skip to the last page first. In other words, know the end as well as the beginning when you plan your strategy. You don’t want to lead your audience down a path that just starts meandering aimlessly—they’ll likely not stick with you.
3. Slow down. When you give yourself time to reflect on what you’re creating, you’ll enter your audience’s world—and then you’ll deliver a message that will resonate.
4. Get out of your head. Ask someone on your staff, a friend, a colleague, 'Does this make sense to you?'” before you post something. Sometimes that means sharing your own context along with your message.
10 of 11 people found the following review helpful.
A Short and Sweet Primer for a Complex Subject
By Adam Helweh
[[VIDEOID:mo3UI2NUPAA51PX]]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".
5 of 5 people found the following review helpful.
Insights on H2H, the next level of social marketing.
By Kent Smith
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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