Spin sucks! You know it and I know it. And Gini Dietrich knows it. But even more, Gini has written a new book, Spin Sucks, in which she shows us how to replace spin with authentic communications that your community will find informative, entertaining and useful.
Spin Sucks the Book has just launched. And in this week’s episode of Inside PR, Martin Waxman and I talk with Gini about the book, what it tells us, and her innovative approach to marketing the book. (If you know Gini, you wouldn’t expect anything less from her than to turn the launch of her book into a marketing experiment. She’s always thinking of how to do things better.) This included a Brand Ambassador program to spread the word about the book so that Gini could maintain a much more limited travel schedule to promote Spin Sucks than she had to maintain when promoting her previous book, Marketing in the Round. Over 800 people applied to be a Brand Ambassador, agreeing to buy the book and write a review to coincide with the launch date. Ultimately, she selected over 200 of the applicants to be Ambassadors.
If you wonder what type of results Gini got from this approach, check out the quality of the reviews on Amazon.com. High quality, Well written, persuasive reviews from people who’ve read and loved the book. (At the time I write this, there are 76 reviews of Gini’s book. Sixty five are 5 star and eleven are four star.)
It doesn’t get much better than that.
This is an excerpt from an article originally posted on the Inside PR podcast blog.
76insights gives publishers and marketers insight into how their content is resonating with their audience. It does this through an intuitive user interface that enables them to see patterns in which pieces of content are resonating, on which channels and social networks, and with whom. They can identify specific pieces of content that they want to further share with their audience and click out to the native application or their preferred application such as HootSuite to republish and share.
76insights is very different from any other social media tool that I have seen. And after I’ve described it to people, I often see that they are still puzzled about it.So this weekend, I decided to record a video showing how I use 76insights to do my work as a member of the Thornley Fallis content marketing team.
In this video I demonstrate how I use the analytics dashboard to identify patterns in which of our content was most resonant with our community, to identify who was interacting with that content, and then to share items that I think will be of interest to one or more of my communities on different social networks.
76 insights is being rolled out by invitation to select content marketers and publishers. If you’re interested in knowing more or even in becoming one of the early adopters, click over to the 76insights site to find out more and, if you’d like, to request an invitation to be an early user.
Disclosure: 76insights has been developed by my colleagues at 76design and I’m proud as punch of what they are creating.