Livingston

Nov
24
2007

Seth Godin’s Meatball Sundae

We know there is lots of interest in social media right now from businesses. But there’s also significant hesitation due to lack of case studies and measurement, as well as a general fear of change. Enter Seth Godin’s Meatball Sundae, his latest book focused on the “New Marketing,” set for a December 27th release.

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Make no bones about it, this book arrives at the exact time it was needed. Now Corporate America has been told by its most revered marketer that the old ways aren’t working, and that it’s time to change — not just marketing, but also product development — to meet the new conversational media forms.

Seth Godin tells them why they should be a part of the New Marketing. And he does it in his usual creative way: With the meatball allegory, plus 14 trends and a great group of refreshingly new case studies.

This book will make it “safe” for many marketers to really begin actively experimenting with social media. And it is likely to trigger another wave of businesses moving into two-way conversations.

It’s not a book for those of us who have been engaged in social media marketing and public relations for some time. Really, we’re the choir and reading the book did not generate any massive revelations. Meatball Sundae does validate a lot of the drum beating inside our echo chamber.

For experienced social media marketers this book really has two intrinsic benefits. 1) It’s the perfect gift for the Doubting Thomas in your executive suite. If the reader is still saying, “I don’t know” after reading this, then just mail it in. They are in for a long ride, and there’s nothing you can do about it. 2) The case studies are new, refreshing and great. It’s hard to argue that social media doesn’t produce results after reading “Meatball Sundae.”

Here are some notable things I liked in the book:

  • “We’re watching it die.” Meaning the era of mass marketing, p. 65.
  • Godin accurately notes the new marketing does not allow you to create leads, etc. like the old marketing does. It enables word-of-mouth, p.162.
  • Focus on authenticity and the end-users (or community as we like to say), p. 194.
  • Josh Hallett, Chris Anderson and Brian Clark get nods
  • Limited use of the Meatball allegory means that substance outweighs style. To be frank, I know theme books (where the allegory or concept is weaved throughout) sell better, but they also get tiresome quickly. In the words of Oscar Wilde, “Everything Popular is Wrong.” Godin seems to realize the lifespan of the meatball allegory, and does not push it too far.

    • Buy your copy of Meatball Sundae today! Other Seth Godin-related posts: Interview and Book Review: The Dip.

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    by Geoff Livingston | Internet Marketing |

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