Engage! : the complete guide for brands and businesses to build, cultivate, and measure success in the new web / Brian Solis.

Format:

Book

Author/Creator:

Solis, Brian, author.

Kutcher, Ashton, author.

Language:

English

Subjects (All):

Internet marketing.

Social media--Economic aspects.

Social media.

Customer relations.

Online social networks.

Physical Description:

1 online resource (402 pages) : illustrations, graphs

Edition:

1st edition

Other Title:

Complete guide for brands and businesses to build, cultivate, and measure success in the new web

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, Inc., 2010.

Language Note:

English

System Details:

text file

Summary:

"Social marketing revitalizes and empowers every facet of our workflow and its supporting ecosystem. Seeing the bigger picture and tying our knowledge to the valuable feedback from our communities will help us guide businesses towards visibility, profitability, relevance and ultimately customer loyalty"--Pref.

Contents:

Intro

Cover

Praise for Engage!

Title Page

Copyright

Foreword

Preface

Introduction: Welcome to the Revolution

Chapter 1: The Social Media Manifesto

THE SOCIALIZATION OF MEDIA IS YEARS IN THE MAKING

THE FUTURE OF BUSINESS IS ALREADY HERE

WE ARE THE CHAMPIONS, WE ARE NOT MESSENGERS

CONVERSATIONS HAPPEN WITH OR WITHOUT YOU

SOCIAL MEDIA IS ONE COMPONENT OF A BROADER COMMUNICATIONS AND MARKETING STRATEGY

BUILDING A BRIDGE BETWEEN YOU AND YOUR CUSTOMERS

BEING HUMAN VERSUS HUMANIZING YOUR STORY

SOCIAL SCIENCE IS NO LONGER AN ELECTIVE

YOU ARE NOT ALONE

NOTES

Chapter 2: Making the Case for Social Media

THE RISE OF UNMARKETING

PEOPLE INFLUENCE BUYING DECISIONS, ONLINE AND OFFLINE

THE DEMOCRATIZATION AND SOCIALIZATION OF BRANDED MEDIA

Chapter 3: The New Media University

INTEGRATED MARKETING: THE TOOLS

DEFINING SOCIAL MEDIA

WHEN WORDS LOSE THEIR MEANING

Chapter 4: The New Media University 101

BLOGS

BLOG EXAMPLE: SOUTHWEST AIRLINES AND DELL

PODCASTS

PODCAST EXAMPLES: FIDELITY INVESTMENTS

WIKIS

WIKI EXAMPLE: ORACLE

Chapter 5: The New Media University 201

CROWD-SOURCED CONTENT COMMUNITIES

SOCIAL CALENDARS AND EVENTS

LIVECASTING

Chapter 6: The New Media University 301

IMAGES

IMAGES EXAMPLE: JETBLUE AND THE AMERICAN RED CROSS ON FLICKR

Chapter 7: The New Media University 401

SOCIAL MEDIA DASHBOARDS

SOCIAL NETWORKS

BRANDED AND PURPOSE-DRIVEN SOCIAL NETWORKS

BRANDED SOCIAL NETWORK EXAMPLES: PANASONIC LIVING IN HD

Chapter 8: The New Media University 501

MICROBLOGS, MICROCOMMUNITIES

TOP 10 MONETIZATION TRENDS FOR SOCIAL MEDIA AND MICROCOMMUNITIES

TIPS FOR TWITTER AND SOCIAL MEDIA FOR SOCIALLY SAVVY BUSINESSES

NOTE

Chapter 9: The New Media University 601

GEO LOCATION AND MOBILE NETWORKING.

VIDEO BROADCAST NETWORKS

VIDEO EXAMPLE: HOME DEPOT

Chapter 10: The New Media University 701

SOCIAL OBJECTS

GETTING NOTICED: SOCIAL MEDIA OPTIMIZATION A NEW CHAPTER OF SEO

WHAT IS SOCIAL MEDIA OPTIMIZATION?

TITLES

DESCRIPTIONS

TAGS

CONTENT DISTRIBUTION

LINKS

LIKING: MICRO ACTS OF APPRECIATION YIELD MACRO IMPACTS

Chapter 11: The New Media University 801

ESTABLISHING A SYNDICATION NETWORK

SYNDICATING SOCIAL OBJECTS: AN ILLUSTRATION

CHANNELING ILLUSTRATION: AN ACTIVITY STREAM

AGGREGATION: ASSEMBLING THE PIECES

EXAMPLE OF ACTIVITY STREAM

IN-NETWORK AGGREGATION

SYNDICATION: WEBCASTING SOCIAL OBJECTS

AUTOPOSTS AND SYNDICATION

DON'T CROSS THE STREAMS

DESTINATION UNKNOWN: DEFINING THE JOURNEY THROUGH YOUR EXPERIENCE

Chapter 12: The New Media University 901

ESTABLISHING AN ONLINE PRESENCE AND DEFINING THE BRAND PERSONA

ONLINE PROFILES SPEAK VOLUMES ABOUT YOU AND YOUR BRAND

MULTIPLE PERSONALITY DISORDER

MULTIPLE PERSONALITY ORDER

DISCOVERY AND ACTUALIZATION

SHAPING THE BRAND PERSONA

THE CENTER OF GRAVITY: CORE VALUES

BRAND PILLARS

BRAND CHARACTERISTICS

PROMISE

BRAND ASPIRATIONS

OPPORTUNITIES

CULTURE

PERSONALITY

Chapter 13: The New Media University 1001

FROM INTROVERSION TO EXTROVERSION

THE NOW WEB

THE RISE OF THE STATUSPHERE

NEWS NO LONGER BREAKS, IT TWEETS

THE ATTENTION RUBICON

CHANNELING OUR FOCUS: THE ATTENTION DASHBOARD

THE SOCIAL EFFECT: THE FUTURE OF BRANDING AND WORD OF MOUTH MARKETING

Chapter 14: The New Media University 1101

IMPROVING THE SIGNAL-TO-NOISE RATIO

Chapter 15: Fusing the Me in Social Media and the We in the Social Web

CASTING A DIGITAL SHADOW: YOUR REPUTATION PRECEDES YOU

DEFINING YOUR ONLINE PERSONA

YOUR BRAND VERSUS THE BRANDS YOU REPRESENT.

MANAGING YOUR ONLINE REPUTATION

WE ARE ALL BRAND MANAGERS

Chapter 16: Learning and Experimentation Lead to Experience

BECOMING THE EXPERT

YOU'RE THE REAL THING

WHEN POV BECOMES A POINT OF VALIDATION

LET'S TALK ABOUT MEANINGFUL EXCHANGES

WHO OWNS SOCIAL MEDIA?

GETTING DOWN TO BUSINESS

Chapter 17: Defining the Rules of Engagement

INSIDE THE OUTSIDE: ASSESSING THREATS AND OPPORTUNITIES

POLICIES AND GUIDELINES

EXAMPLE GUIDELINES AND POLICIES

THE LOUISIANA PURCHASE AND THE GREAT BRAND GRAB

RULES OF ENGAGEMENT

INTEL'S DIGITAL IQ PROGRAM

WITH SOCIAL MEDIA COMES GREAT RESPONSIBILITY

Chapter 18: The Conversation Prism

I'M YOUR CUSTOMER ... REMEMBER ME?

THE VALUE CYCLE: YOU, ME, AND MUTUAL VALUE

THE CONVERSATION PRISM

THE ART AND SCIENCE OF LISTENING AND MONITORING

LISTENERS MAKE THE BEST CONVERSATIONALISTS

CHARTING A SOCIAL MAP

CONVERSATION WORKFLOW

TAKING CENTER STAGE

LEVEL ONE: THE EPICENTER

CHARTING THE COURSE

ESTABLISHING A CONVERSATION INDEX

THE COMMUNITY STARTS WITHIN

Chapter 19: Unveiling the New Influencers

WE ARE MEDIA

BUILDING A BRIDGE BETWEEN BRANDS AND MARKETS

ENGAGE WITH PURPOSE

THE SHIFT FROM MONITORING TO ACTION

X-RAY GLASSES AND BIONIC HEARING

SEARCHING THE SOCIAL WEB

Chapter 20: The Human Network

BREATHING LIFE INTO THE HUMAN NETWORK

THE HUMAN NETWORK: ALIVE AND CLICKING!

VISUALIZING SOCIAL ORDER

SOCIAL TECHNOGRAPHICS

TENETS OF COMMUNITY BUILDING

Chapter 21: The Social Marketing Compass

THE CALM BEFORE THE STORM

THE SOCIAL MARKETING COMPASS

CREATING A PLAN: DEFINING THE FUTURE, NOW

SOCIAL MEDIA PLAN OUTLINE 2

Chapter 22: Facebook Is Your Home Page for the Social Web

THE TOP 10 BRANDS BY POPULATION (ROUNDED OUT)

THE STATE OF THE FACEBOOK.

IT'S NOT A FAN PAGE

IT'S A BRAND PAGE

FROM E-COMMERCE TO F-COMMERCE

FACEBOOK TABS ARE THE NEW WEB PAGES

MADISON AVE. IS MOVING TO CALIFORNIA AVE.

Chapter 23: Divide and Conquer

SOCIAL MEDIA TAKES A COMMUNITY EFFORT

DECENTRALIZATION AND CENTRALIZATION: ASSEMBLING AND CONDUCTING AN ORCHESTRA

THE SOCIETY AND CULTURE OF BUSINESS

MEETING OF THE MINDS: CONSENSUS AD IDEM

OUTSIDE THE INSIDE: ESTABLISHING AN INSIDER PROGRAM

EXAMPLE: NEW MEDIA BOARD OF ADVISORS

EXAMPLE: INTERNAL TASK FORCE

EXAMPLE: ORGANIZATIONAL TRANSFORMATION

NEW ROLES AND RESPONSIBILITIES IN THE ERA OF EMERGING MEDIA

Chapter 24: A Tale of Two Cities

WEB 2.0 AND THE EVOLUTION OF CRM 2.0

TWITTER AND SOCIAL NETWORKS USHER IN A NEW ERA OF RELATIONSHIPS

WHEN THE S IN SCRM STANDS FOR SELF-SERVING

VENDOR RELATIONSHIP MANAGEMENT (VRM)

THE VALUE OF SOCIAL CUSTOMERS

VRM + SCRM = SRM

NO BRAND IS AN ISLAND

SOCIAL BUSINESS TAKES A HUMAN TOUCH

NO, REALLY

SOCIAL SCIENCE IS THE CENTER OF SOCIAL BUSINESS

Chapter 25: We Earn the Relationships We Deserve

EARNING THE THREE FS: FRIENDS, FANS, AND FOLLOWERS

#HASHTAGS

HASHTAGS: A PROACTIVE APPROACH

OFFERS AND SPECIALS

PAY PER TWEET

Chapter 26: The New Media Scorecard

THE DISPARITY BETWEEN SOCIAL MEDIA ADOPTION AND MEASUREMENT

ROA: RETURN ON ACRONYMS

THE ESSENTIAL GUIDE TO SOCIAL MEDIA: RESOURCES-PERSONNEL AND BUDGETS

THE SOCIAL BAROMETER

START WITH THE RESULTS, THEN WORK BACKWARD: DEFINING GOALS AND OBJECTIVES

AUTHORITY: THE ABILITY TO GALVANIZE ACTION AND QUANTIFY IT

THE CS OF MEASURING ACTION THROUGH COST

THE ENGAGEMENT PHASE

SHARE OF VOICE AND SHARE OF CONVERSATION

COMPARATIVE DATA ANALYSIS

Conclusion

YOU ARE MORE INFLUENTIAL THAN YOU MAY REALIZE

Appendix: 30-Day Listening Report

Glossary.

Index.

Notes:

Title from title screen.

Includes bibliographical references.

Digitized and made available by: Books24x7.com.

Description based on print version record.

ISBN:

9786612548635

9781282548633

1282548638

9780470619698

0470619694

OCLC:

880749411