In Larry’s soon to be released fifth book, The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, digital marketing guru Larry Weber and business writer and consultant Lisa Leslie Henderson explain the latest digital tools and trends used in today’s marketing initiatives.
Larry’s second book, Marketing to the Social Web: How Digital Customer Communities Build Your Business, is a bestselling guide on how to build business online. The book addresses the decline of television advertising and helps marketers navigate the evolving digital world of blogs, reputation aggregators, social networks and e-communities. It directs marketers to create online environments to which people want to belong. Numerous colleges and universities have integrated Marketing to the Social Web into their curricula.
Larry’s third book, Sticks and Stones: How Digital Reputations are Earned Over Time and Lost in a Click, describes the process and techniques by which individuals, entrepreneurs, and senior executives can build and maintain reputation equity in a digital environment.
Although its impact was first felt in the marketing department, the social web is spreading across all business functions, influencing the way employees communicate, operate, organize, and create value. Larry’s fourth book, EVERYWHERE: Comprehensive Digital Business Strategy for the Social Media Era, explores this evolutionary development and provides a comprehensive guide for forward thinking executives looking to leverage the power of the social web across their entire organization.
Early in his career, Larry Weber had the opportunity to meet or work with people like Mitch Kapor, the founder of Lotus, and Steve Jobs, the cofounder of Apple. He saw that they were more like the leaders of rock bands (or the directors of theater groups or circus ringmasters), who encourage innovation and individuality. A rock band does have a leader—think of Mick Jagger and the Rolling Stones—but one who promotes the group and encourages individuality. And when a rival band comes to town, it’s not cause for head-to-head competition but an opportunity to increase the size of the pie by creating more fans, or customers, for their genre of music.