Gini Dietrich & Geoff Livingston: Marketing In The Round - Blog Business Success Radio

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Marketing and public relations consultant, founder and CEO of Arment Dietrich, Gini Dietrich; and marketing and social media strategist, and bestselling author Geoff Livingston, co-authors of the comprehensive and groundbreaking book Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era, describe developing and implementing an integrated marketing strategy for your brand. Gini Dietrich and Geoff Livingston provide the comprehensive strategy of fully integrating traditional media and social media channels. Gini and Geoff present the concept of a holistic marketing approach that breaks down the silos between marketing channels and ends the false dichotomy between traditional and social media. The authors propose an integrated strategy that offers real flexibility within the tactics and techniques that ensure the success of that overall strategy. Gini and Geoff also describe how to measure and improve the outcomes of the marketing strategy in bottom line terms that are meaningful to marketers and business leaders.

Gini Dietrich and Geoff Livingston are my internet radio show guests on Blog Business Success; hosted live on BlogTalkRadio.

The show airs live on Tuesday, November 6, at 8:00 pm Eastern Time; 5:00 pm Pacific Time.

Marketing and public relations consultant, founder and CEO of Arment Dietrich, BGini Dietrich; and marketing and social media strategist, and bestselling author Geoff Livingston , co-authors of the comprehensive and groundbreaking book Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era, describe developing and implementing an integrated marketing strategy for your brand. Gini Dietrich and Geoff Livingston provide the comprehensive strategy of fully integrating traditional media and social media channels. You will learn:

* Why an integrated marketing approach through all media channels is essential

* How to break down internal silos that work against integrated marketing

* How to apply marketing tactics to achieve the larger strategy

* How to measure the effectiveness of the campaign in meaningful terms

Gini Dietrich (Left in photo left) is founder and CEO of Arment Dietrich, an integrated marketing communication firm, and Spin Sucks Pro, a professional development site for PR and marketing pros. Her blog, Spin Sucks, is on the AdAge top 150 list, as well as being a top 10 online destination for PR and marketing tips, tools, and techniques. An award-winning communicator, she has had clients that include Abbott, Sprint, Ocean Spray, Bayer, BASF, The Catfish Institute, Central Garden & Pet, and Denny’s. She speaks internationally on the topics of social media, communication, and integrated marketing.

Geoff Livingston (Right in photo left) is an award-winning author and marketing strategist who has successfully built two companies. A marketing strategist for 18-plus years, he has had clients that include PayPal, Google, United Way of America, Network Solutions, Verizon Wireless, the American Red Cross, and General Dynamics. In addition to marketing organizations, his strategies have raised more than $2 million for charities using multichannel marketing programs.

My book review of Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era by Gini Dietrich and Geoff Livingston.

Listen live on Tuesday at 8:00 pm Eastern, 5:00 pm Pacific time.



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Let's talk with marketing and public relations consultant, founder and CEO of Arment Dietrich, Gini Dietrich; and marketing and social media strategist, and bestselling author Geoff Livingston, co-authors of the comprehensive and groundbreaking book Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era, as they describe developing and implementing an integrated marketing strategy for your brand. Gini Dietrich and Geoff Livingston provide the comprehensive strategy of fully integrating traditional media and social media channels. Gini and Geoff present the concept of a holistic marketing approach that breaks down the silos between marketing channels and ends the false dichotomy between traditional and social media. The authors propose an integrated strategy that offers real flexibility within the tactics and techniques that ensure the success of that overall strategy. Gini and Geoff also describe how to measure and improve the outcomes of the marketing strategy in bottom line terms that are meaningful to marketers and business leaders on Blog Business Success Radio.

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Marketing in the Round by Gini Dietrich & Geoff Livingston - Book review

Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era

By: Gini Dietrich, Geoff Livingston

Published: April 23, 2012
Format: Hardcover, 224 pages
ISBN-10: 0789749173
ISBN-13: 978-0789749178
Publisher: Que Publishing












"Companies and agencies have struggled to integrate traditional and social media and to measure results beyond increased awareness and positive sentiment", write marketing and public relations consultant, and founder and CEO of Arment Dietrich, Gini Dietrich; and marketing and social media strategist, and bestselling author, Geoff Livingston, in their comprehensive and groundbreaking book Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era. The authors describe the concept of developing and implementing a fully integrated marketing strategy that combines traditional marketing tactics with the effective deployment of social media campaigns.

Gini Dietrich (photo left) and Geoff Livingston recognize that a marketing strategy based on the exclusion of either traditional marketing tactics or the use of social media is an incomplete approach. The authors break down the silos that exist for brands and for customers alike that artificially separate social media from traditional media channels.

The authors provide an overarching strategic approach to marketing that transcends both organizational silos and the false divide between traditional and new media marketing. The book offers a complete and fully integrated approach for providing a unified and consistent marketing and brand message to customers. At the same time, the authors break down the message to targeted audiences to fit the needs of those customers; and how to measure the results and effectiveness of the strategy in meaningful terms.

Geoff Livingston (photo left) and Gini Dietrich understand that the choice of media channels, whether traditional or social media, is not the real issue. The real challenge is to achieve positive and profitable results for the brand. To meet this challenge, the authors propose the concept of an integrated marketing strategy that forgets the misleading premise of either one channel or the other. As a more effective alternative, the authors recommend an all channel approach to marketing, where the audience receives the message in different formats of their choice. The breaking down of silos and myths surrounding the various marketing format is the first step, and with that barricade broken through, real connection with the customer can begin in earnest.

The authors divide the book into three overall sections, with each subsection devoted to real world focused tactics and techniques. The three basic parts of the book are as follows:

* Understand the marketing round and develop your strategy
* Four marketing round approaches
* Measurement, refinement, and improvement

For me, the power of the book is how Gini Dietrich and Geoff Livingston combine a strong theoretical framework for developing an integrated marketing strategy, with the practical and hands on tactics for making that overall strategy an effective reality. The authors dispense with the usual defenses of either social media on the one hand, and traditional marketing on the other, and combine them into an integrated and holistic marketing message. What is intriguing is why this silo and separation of marketing strategies ever developed in the first place, and the authors do a fine job of ending that false dichotomy.

The authors wisely create a series of four different approaches to the tactics utilized by a brand for marketing and connecting with customers. This useful concept offers the marketer flexibility that is not always seen in books of this type. The authors recognize as well that marketing through any media channels is more than simply awareness or a feel good result. Instead, the authors recommend a complete measurement and evaluation program for the brand to determine real effectiveness in bottom line terms.

I highly recommend the insightful and very results oriented book Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era by Gini Dietrich and Geoff Livingston to any business leaders, entrepreneurs, marketers and branders who are seeking an integrated and holistic approach to developing a comprehensive marketing strategy. This book is a manifesto to tear down those silo walls and bring an overall and complete marketing strategy into effect for your brands.

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The Connected Company by Dave Gray with Thomas Vander Wal - Book review

The Connected Company

By: Dave Gray, Thomas Vander Wal

Published: September 18, 2012
Format: Hardcover, 304 pages
ISBN-10: 144931905X
ISBN-13: 978-1449319052
Publisher: O'Reilly Media











"Customers are connecting, forming networked communities that allow them to rapidly share information and self-organize into powerful interest groups. Companies will have to be more responsive to customer needs and demands if they want to survive", write SVP Strategy, Dachis Group management consultant, Dave Gray; and Principal, InfoCloud Solutions, Thomas Vander Wal, in their visionary blueprint for the new business reality oriented book The Connected Company. The authors describe how customers have increased their power over the marketplace, how companies must understand that new power relationship, and share strategies for connecting with customers and thriving in the new wired world.

Dave Gray (photo left) and Thomas Vander Wal recognize that customers are utilizing the disruptive technologies of the internet and mobile, and forming networked information sharing communities faster than companies can cope with the changes. The authors point out that in the service economy, customers and their needs are part of the design process. With the ever increasing complexity of services, and the necessity of close interaction with customers, companies must overcome their tendency to move away from customers. To meet this challenge, companies must create, develop and enrich sustainable connections with their increasingly empowered customer base. The authors provide the solution of making the structural changes that transform an organization into a connected company, and offer the strategy for building an operating this emerging business model.

Thomas Vander Wal (photo left) and Dave Gray understand that their visionary connected company has a purpose. The authors share the important insight that a company cannot act as a machine, but is really a living, learning organism. The connected company learns through seeking and acting upon customer feedback, and with constant experimentation and the trying of new approaches.

The connected company works through what the authors describe as a pod based system they call a holarchy. The complex structure of this connected company formation is semi-autonomous, and able to respond quickly through their close connectedness with customers. At the same time, the pod structured company requires connected support platform systems to provide interaction, feedback, and resources. Through these multifaceted and interconnected platforms and pods, a company is able to learn and grow organically. The authors also describe the challenges and opportunities for leadership within the connected company structure.

The authors divide the book into five overarching sections to ensure that the reader understands the main pillars of the connected company format. The five sections are as follows:

* Why change?
* What is a connected company?
* How does a connected company work?
* How do you lead a connected company?
* How do you get there from here?

For me, the power of the book is how Dave Gray and Thomas Vander Wal combine a strong theoretical framework of the connected company, with the practical strategies for developing and maintaining a vibrant, learning, and growing company. the authors present their case for the integration of a customer focus into the fresh connected company system. The new structure forms an interactive feedback mechanism with the new empowered customer. Instead of being disrupted by the customer, the connected company leverages and utilizes that connected customer community to offer more services that the customer wants.

The authors present a series of strategies and techniques for transforming a company from the previous business model, to the connected company model. They also offer a fresh leadership model for working with this fresh business approach. The authors also describe some of the challenges that face leadership, and how to avoid the potential pitfalls.

I highly recommend the insightful and landmark book The Connected Company by Dave Gray and Thomas Vander Wal, to any business leaders, managers, and entrepreneurs who are seeking a fresh approach to creating a responsive and customer focused company that welcomes feedback and input from the empowered customer base. This book will transform your organization to meet the challenges of the new technological realities.

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Improving Profitiability Through Green Manufacturing by David R. Hills & J. Barry DuVall - Book review

Improving Profitability Through Green Manufacturing

Creating a Profitable and Environmentally Compliant Manufacturing Facility

By: David R. Hillis, Ph.D., J. Barry DuVall, Ph.D.

Published: September 19, 2012
Format: Hardcover, 248 pages
ISBN-10: 1118111257
ISBN-10: 1118111257
Publisher: John Wiley & Sons, Inc.












"Now many believe that manufacturing in the United States is too cost both in dollars and harm to the environment. This is not true. There are ways to make manufacturing sustainable and profitable while meeting environmental obligations and requirements", write independent manufacturing consultant David R. Hillis, Ph.D.; and Professor in the Department of Technology Systems at East Carolina University, J. Barry DuVall, Ph.D., in their complete systems approach based book Improving Profitability Through Green Manufacturing: Creating a Profitable and Environmentally Compliant Manufacturing Facility. The authors describe how profits don't have to be sacrificed to environmental sustainability, or that care for the environment doesn't have to be reduced for profits, and provide real proven techniques that demonstrate how profitability and the environment can work together effectively.

David R. Hillis and J. Barry DuVall understand that manufacturing plants can be highly profitable while complying with or exceeding the environmental standards set by local, state, and federal governments. For the authors, there is no contradiction between profit generation and good environmental stewardship. Instead, the authors provide strong evidence that care for the environment and profits work well together. The authors open the book with a complete explanation of why a holistic approach that considers profitability while sustaining the environment are really a single and unified goal. The authors present a comprehensive overview of the unity of profits and environmental sustainability,a and not as a contradiction at all.

J. Barry DuVall and David R. Hillis recognize the most appropriate format for establishing a comprehensive manufacturing process, where both profits and the environment are considered, is through the entire system. As a result, the authors offer a complete explanation of the concepts of profits and green manufacturing. The next portion of the book is devoted to the practical strategies and techniques for establishing and maintaining a profitable manufacturing system that meets or exceeds all environmental standards and regulations.

The authors divide the book into sections that focus on the various aspects of green manufacturing as a comprehensive and fully integated system:

* Manufacturing: Product life cycles, waste, and regeneration
* Building a decision making process
* Environmental regulations, standards, and profitability
* Case studies: The principles in real world manufacturing settings
* Overview of tools used to improve manufacturing operations
* The facility: The plant, location, and sustainable design
* Applying the profitable and compliant process chart

For me, the power of the book is how David R. Hillis and J. Barry DuVall combine a strong theoretical reasoning and framework for profitable green manufacturing, with the proven and practical strategies for developing a profitable process that is also environmentally compliant. The authors make a tremendous case that profitability and environmental sustainability are not mutually exclusive goals. The authors demonstrate clearly that the two goals are not only compatible but are also symbiotic in their approach. The authors provide a series of illustrative case studies that show the principles at work in real world manufacturing plants.

The authors present a clear step by step blueprint for create and maintain a profitable manufacturing process with an integral environmental component. The holistic and systemic approach to green manufacturing is convincing and will change the way that business and government agencies view the sustainability of a manufacturing process.

I highly recommend the holistic and knowledge building book Improving Profitability Through Green Manufacturing: Creating a Profitable and Environmentally Compliant Manufacturing Facility by David R. Hillis, Ph.D. and J. Barry DuVall, Ph.D., to any business leaders, manufacturers, design specialists, building and plant builders, public policy makers, environmental groups, practicing engineers, engineering and manufacturing students, elected officials, and anyone interested in green manufacturing who are seeking a clear and concise road map to establishing and maintaining a complete system that is profitable and environmentally sustainable. This book will change your mind forever about profit and the environment as green manufacturing works for both goals.

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National Geographic Space Atlas: Mapping the Universe and Beyond by James Trefil - Book review

Space Atlas

Mapping the Universe and Beyond

By: James Trefil, Ph.D.

Published: November 6, 2012
Format: Hardcover, 336 pages
ISBN-10: 1426209711
ISBN-13: 978-1426209710
Publisher: National Geographic Books













"Space Atlas is a visual guide to the universe,starting with our own solar system and reaching out to the farthest galaxies and the mysteries of multiple universes", writes Robinson Professor of Physics at George Mason University, James Trefil, Ph.D., in his comprehensive and beautifully illustrated book Space Atlas: Mapping the Universe and Beyond. The author describes and explains the planets, stars, and galaxies; as well as more exotic objects and concepts including black holes, string theory, and the idea of the multiverse, in non-technical and engaging language.

James Trefil recognizes the awe and wonder of the stars, planets, and the entire universe. With profuse illustrations and over ninety pages of richly detailed star maps, the author guides the reader through the solar system, across the Milky Way, and beyond to other galaxies and to the edge of the known universe. James Trefil shares insightful information about the planets, stars, and galaxies and how they fit into the grand form of the universe. Each chapter begins with an orientation of the topic through four star charts that display the night skies, in full color, from our vantage point here on Earth. Each chapter devoted to a specific planet, within the solar system, contains a detailed map of the planet's surface.

James Trefil (photo left) offers a complete guided tour of all of the solar system planets, their moons, and such features as the asteroid belt, the Kuiper Belt, and the Oort cloud. The author combines his own background in physics, which adds tremendously to the forces at work across the universe, to the geographical and cartography aspects of the various worlds, stars, and other exotic space objects. From the big bang to an explanation of dark matter to the many remaining mysteries of space, the author shares his knowledge clearly and concisely for the reader.

The author divides the space atlas into three overarching chapters, plus an epilogue. Those sections are as follows:

8 the Solar System: Formation, planets, moons, and other objects
* The Galaxy: The Milky Way and other galaxies
* The Universe: Cosmology, structure, and its birth and death
* The Mysteries: Topics include string theory and multiverse possibility

Included in the book are the following enhancement features:

* 50 space maps, including 47 never before published
* 80 images from outer space
* 57 diagrams of key theories
* 278 fascinating statistics
* 300+ pages of up to date space information

For me, the power of the book is how James Trefil combines clear and succinct information about space with illustrative maps, star charts, and photographs that enhance that information. The author is a physicist, and his knowledge in that field enriches the understanding of the subject matter. At the back of the book are several detailed appendixes that provide additional data to supplement the material in the main book.

An added feature of the space atlas is the engaging foreword written by Apollo astronaut Buzz Aldrin. Overall, this is an extraordinary book, packed with the latest knowledge, informative and detailed maps, stunning photographs, and very useful charts. This is precisely the type of superior atlas that is expected from National Geographic; and they deliver on that promise with this deluxe edition.

I highly recommend the valuable and endlessly fascinating book Space Atlas: Mapping the Universe and Beyond by James Trefil, to anyone with an interest in space, the universe, or science in general. This book, with its lavish illustrations is a tremendous addition to the subjects of astronomy, physics, geography, and science in general.

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