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Pre-Commerce: How Companies and Customers are Transforming Business Together

Bob Pearson, Mark Addicks (Foreword by)
ISBN: 978-0-470-92844-8
320 pages
March 2011, Jossey-Bass
Pre-Commerce: How Companies and Customers are Transforming Business Together (0470928441) cover image
Ideas for leaders to engage directly with customers to shape their brand and marketplace success

Since its debut E-commerce has been centered on the transaction, which represents less than one percent of the time we spend online.  Now, we are entering the era of Pre-Commerce where customers make their own decision to buy or support a brand before the transaction. Pre-Commerce explains how the exploding use of social media channels has fundamentally changed the way customers go about making their purchasing decisions, how they educate themselves and why they choose to support certain brands above others. It shows what executives must do to re-create the way their companies interact with and learn from their customers, employees and competitors. It includes exclusive interviews and anecdotes Pearson has conducted or experienced with numerous influential C-suite executives during his time as leader of Dell’s global social media team and as a consultant to Fortune 1000 companies, worldwide.

  • Offers a step-by-step process for leaders to apply this knowledge to begin transforming their companies, right now
  • Begins with a foreword from Mark Addicks, Chief Marketing Officer, General Mills
  • Over 25 Fortune 500 executives interviewed, including special side-bar interviews with Michael Dell and Marc Benioff
  • Explores the concept of "Pre-commerce"--the customer's decision making happens well before a transaction takes place and continues after the transaction, representing 99% of time spent online, often outside a company’s reach today
  • Shows how to build internal employee networks and how to take your first and most important steps to integrate social media throughout your company.

Pearson reveals that the best ideas are often free and the technology needed is rarely a cost-issue. Instead, it's a matter of the top executive deciding to adopt a new way of engaging directly with its customers.

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Foreword by Mark Addicks, Chief Marketing Officer, General Mills.

1 The Rise of Pre-Commerce.

2 The Evolution of Pre-Commerce.

3 The Move from Market Research to Customer Insights.

4 Meet the New Influencers.

5 The Secrets to Successful Pre-Commerce Marketing.

6 Building Ambassadors for Your Brands.

7 The Tectonic Plates of the Pre-Commerce World.

8 How Idea Generation Works.

9 Customer Support: The New Revenue Stream.

10 Politics and Business: Reshaping Our Beliefs.

11 Creating Your Intellectual Network.

12 Antibodies, Enablers, and Heroes.

Conclusion: Getting Started.

Endnotes.

Acknowledgments.

About the Author.

Index.

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Bob Pearson is chief technology and media officer at WCG, a global communications com- pany. He is past president of SocialMedia.org and vice chair of the State of Texas Emerging Technology Fund. He also serves on the Procter & Gamble Digital Advisory Board, the Pfizer U.S. Health Advisory Board, and as an advisor to MyEdu and UserVoice. Formerly, he was vice president of Communities and Conversations at Dell and head of global communications at Novartis. He is a frequent blogger, speaker, and columnist, living in Austin, Texas, with his wife and two daughters.

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http://bcove.me/0uvfw0yd
March 08, 2011
PRE-COMMERCE: How Companies and Customers Are Transforming Business Together

We are entering the era of Pre-Commerce where customers make their own decision to buy or support a brand before the transaction, which makes it extremely important for businesses to learn about their customers in today’s social media-driven marketplace.

In his new eye-opening book, PRE-COMMERCE: How Companies and Customers Are Transforming Business Together (Jossey-Bass, March 2011, 978-0-470-92844-8, $29.95) Bob Pearson offers a roadmap that shows companies how to directly engage and learn from their customers.  Pearson, a Fortune 500 veteran and frequent speaker, blogger, and columnist, argues that far too much of the discussion (and writing) regarding E-Commerce is focused on the transaction or sale, and that companies are missing the boat. Pre-Commerce explains how the exploding use of social media channels has fundamentally changed the way customers go about making their purchasing decisions, how they educate themselves, and why they choose to support certain brands above others.

In PRE-COMMERCE, Pearson writes from his experience working with both the C-suite and front line innovators, a necessary, effective view point since very few books about social media for businesses are written by authors tightly networked within C-level leadership.  He concludes in his new book that the best ideas are often free, and contrary to popular belief, the technology investments companies need to interact and engage with customers are rarely a cost issue.  Pearson claims that the main issue is getting top-level executives to actually adopt a new way of interacting more directly with customers.

This informative, important read shows what executives must do to recreate the way their companies engage with and learn from their customers, employees, and competitors.  PRE-COMMERCE offers:

  • A step-by-step process for leaders to apply this knowledge to begin transforming their companies, right now
  • Interviews with over 25 Fortune 500 executives, including special side-bar interviews with Michael Dell and Marc Benioff
  • And shows how to build internal employee networks and how to take your first and most significant steps to integrate social media throughout your company

This eye-opening, informative resource is a must-have for top executives wishing to connect and learn more about their customers in today’s social media-driven market.  With Pearson’s extensive experience as a leader of Dell’s global social media team dealing with C-suite executives, and his current role as a consultant to Fortune 1000 companies around the world, he brings a unique knowledge to the era of Pre-Commerce.

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Pre-Commerce: How Companies and Customers are Transforming Business Together (US $29.95)

-and- My Life in Leadership: The Journey and Lessons Learned Along the Way (US $27.95)

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