Acknowledgements
Dedication
Introduction
Like Bees to Honey
Building Buzz
The Sweet Spot
About This Book
Chapter 1 The Honey Pot Strategy
What’s in Your Ecosystem?
Chapter 2 The Media Landscape
Ubiquitous Infrastructure
Connected Fragmentation
Online Experience for Offline Media
Disintermediation and Democratization
Semantic Tools
A Shift Towards Creating Value
Accountable Relationships
Chapter 3 How a Honey Pot Works
First Things First
Distilling the Value
Living It
The Power of Core Value
Chapter 4 How to Sweeten the Pot
Cultivating a Honey Pot
Brand Promise and User Experience
How to Grow an Ecosystem
Ecosystem Tactics and Synapses
Communication Strategies
Content and Contact Strategies
Conversion Strategies
Performance Tracking and Metrics
Balancing the Budget
Chapter 5 Where This May Lead
Integrated Consumption
Shifting Logistics
Renewed Focus on Intellectual Property
Glossary
