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Front Cover

Copyright

Table of Contents

Acknowledgements & Introduction

• Acknowledgements
• Dedication
• Introduction
• Like Bees to Honey
• Building Buzz
• The Sweet Spot
• About This Book
• Special Terminology
• What You Won’t Find in This Book
• How to Use This Book

Chapter 1: The Honey Pot Strategy

• The Honey Pot Strategy
• What's In Your Ecosystem

Chapter 2: The Media Landscape

• The Media Landscape
• Ubiquitous Infrastructure
• Connected Fragmentation
• Niche Markets, Nice Media, Nimble Manufacturing
• Collective Conversation, Individual Voices
• Individual Fingerprints
• Centralization of Identity
• Individual Influencers and Individual Producers
• Consumer Vigilantes and Revolt
• Online Experience for Offline Media
• Disintermediation and Democratization
• Semantic Tools
• Revealed Intention
• Connection and Collaboration
• A Shift Towards Creating Value
• Accountable Relationships
• Fundamentals

Chapter 3: How a Honey Pot Works

• How a Honey Pot Works
• First Things First
• Identifying Your Core Value
• Communicating Your Brand Identity
• Aligning Culture and Core
• Distilling the Value
• Living It
• The Power of Core Value

Chapter 4: How to Sweeten the Pot

• How to Sweeten the Pot
• Cultivating a Honey Pot
• Brand Promise and User Experience
• Experience Isn't Equal in All Forms
• Surprise! Users are Human
• Online Brand Extension
• How to Grow an Ecosystem
• Ecosystem Tactics and Synapses
• Extranets and Intranets
• Landing Pages
• Applications and Widgets
• Microsites
• Email
• Search Marketing
• SEM (paid search)
• SEO (natural search)
• Viral
• Online PR
• Communities and Platforms
• Online Advertising
• Mobile
• Alternate Distribution
• Traditional Tie Ins
• Communication Strategies
• Communicate Your Core
• Have a Conversation
• Use Search for Research
• Stop Talking! Read and Listen
• Converse to Succeed
• Truth
• What’s the Story
• Positioning
• Content and Contact Strategies
• Feeding and Syndication
• Making Contact
• Expect Assumptions
• Conversion Strategies
• Performance Tracking and Metrics
• Balancing the Budget

Chapter 5: Where This May Lead

• Where This May Lead
• Integrated Consumption
• Shifting Logistics
• No Barriers to Entry
• Monkey in the Middle
• Less Infrastructure, Less Investment
• Renewed Focus on Intellectual Property

Glossary

Back Cover