The ultimate guide to branding and building your business in the era of the Social Web revised and updated with a Foreword by Ashton Kutcher.
Engage! Thoroughly examines the social media landscape and how to effectively use social media to succeed in business one network and one tool at a time.
Covering everything you need to know about social media marketing and the rise of the new social consumer, Engage! Shows you how to create effective strategies based on proven examples and earn buy-in from your marketing teams.
Even better, you'll learn how to measure success and ROI.
Foreword Ashton Kutcher xiii
Preface xv
Introduction Welcome to the Revolution xvii
Chapter 1 The Social Media Manifesto 1
The Socialization of Media is Years in the Making 1
The Future of Business is Already Here 3
We are the Champions, We are not Messengers 4
Conversations Happen with or without You 5
Social Media is One Component of a Broader
Communications and Marketing Strategy 6
Building a Bridge between You and Your Customers 7
Being Human versus Humanizing Your Story 8
Social Science is no Longer an Elective 9
You are not Alone 11
Notes 12
Chapter 2 Making the Case for Social Media: The Five Ws+H+E 13
The Rise of Unmarketing 13
People Influence Buying Decisions, Online and Offline 15
The Democratization and Socialization of Branded Media 15
Notes 17
Chapter 3 The New Media University 19
Integrated Marketing: The Tools 19
Defining Social Media 20
When Words Lose Their Meaning 21
Chapter 4 The New Media University 101: Blogs, Podcasts, and Livecasts 25
Blogs 26
Blog Example: Southwest Airlines and Dell 29
Podcasts 30
Podcast Examples: Fidelity Investments 31
Wikis 31
Wiki Example: Oracle 32
Notes 32
Chapter 5 The New Media University 201: Communities, Social Calendars, and Livecasting 33
Crowd-Sourced Content Communities 33
Social Calendars and Events 35
Livecasting 37
Chapter 6 The New Media University 301: Images and Multimedia 39
Images 39
Images Example: JetBlue and the American Red Cross on Flickr 40
Chapter 7 The New Media University 401: Dashboards, Social Networks, and Brands 43
Social Media Dashboards 43
Social Networks 46
Branded and Purpose-Driven Social Networks 47
Branded Social Network Examples: Panasonic Living in HD 48
Chapter 8 The New Media University 501: Microblogs, Monetization, and Twitter 51
Microblogs, Microcommunities 51
Top 10 Monetization Trends for Social Media and Microcommunities 52
Tips for Twitter and Social Media for Socially Savvy Businesses 53
Note 61
Chapter 9 The New Media University 601: Mobile Marketing and Video Broadcasting 63
Geo Location and Mobile Networking 63
Video Broadcast Networks 65
Video Example: Home Depot 69
Chapter 10 The New Media University 701: Social Media Optimization, SEO, and Content Distribution 71
Social Objects 71
Getting Noticed: Social Media Optimization a New Chapter of SEO 73
What is Social Media Optimization? 74
Titles 75
Descriptions 75
Tags 75
Content Distribution 76
Links 77
Liking: Micro Acts of Appreciation Yield Macro Impacts 78
Notes 79
Chapter 11 The New Media University 801: Syndication, Illustration, and Aggregation 81
Establishing a Syndication Network 81
Syndicating Social Objects: An Illustration 82
Channeling Illustration: An Activity Stream 83
Aggregation: Assembling the Pieces 84
Example of Activity Stream 85
In-Network Aggregation 86
Syndication: Webcasting Social Objects 87
Autoposts and Syndication 88
Don’t Cross the Streams 88
Destination Unknown: Defining the Journey through Your Experience 89
Notes 95
Chapter 12 The New Media University 901: Brand Personality, Discovery, and Promise 97
Establishing an Online Presence and Defining the Brand Persona 97
Online Profiles Speak Volumes about You and Your Brand 98
Multiple Personality Disorder 99
Multiple Personality Order 99
Discovery and Actualization 101
Shaping the Brand Persona 102
The Center of Gravity: Core Values 103
Brand Pillars 104
Brand Characteristics 104
Promise 104
Brand Aspirations 105
Opportunities 105
Culture 105
Personality 106
Notes 106
Chapter 13 The New Media University 1001: Attention and Word of Mouth Marketing 107
From Introversion to Extroversion 107
The Now Web 108
The Rise of the Statusphere 109
News No Longer Breaks, It Tweets 110
The Attention Rubicon 111
Channeling Our Focus: The Attention Dashboard 114
The Social Effect: The Future of Branding and Word of Mouth Marketing 115
Notes 118
Chapter 14 The New Media University 1101: Social Landscape and Initiatives 119
Improving the Signal-to-Noise Ratio 119
Chapter 15 Fusing the Me in Social Media and the We in the Social Web 121
Casting a Digital Shadow: Your Reputation Precedes You 121
Defining Your Online Persona 123
Your Brand versus the Brands You Represent 123
Managing Your Online Reputation 124
We are all Brand Managers 125
Note 125
Chapter 16 Learning and Experimentation Lead to Experience 127
Becoming the Expert 127
You’re the Real Thing 128
When POV Becomes a Point of Validation 129
Let’s Talk About Meaningful Exchanges 129
Who Owns Social Media? 130
Getting Down to Business 131
Chapter 17 Defining the Rules of Engagement 133
Inside the Outside: Assessing Threats and Opportunities 134
Policies and Guidelines 136
Example Guidelines and Policies 141
The Louisiana Purchase and the Great Brand Grab 148
Rules of Engagement 150
Intel’s Digital IQ Program 152
With Social Media Comes Great Responsibility 154
Notes 155
Chapter 18 The Conversation Prism 157
I’m Your Customer . . . Remember Me? 157
The Value Cycle: You, Me, and Mutual Value 159
The Conversation Prism 160
The Art and Science of Listening and Monitoring 164
Listeners Make the Best Conversationalists 165
Charting a Social Map 166
Conversation Workflow 167
Taking Center Stage 167
Level One: The Epicenter 168
Charting the Course 170
Establishing a Conversation Index 171
The Community Starts Within 171
Notes 178
Chapter 19 Unveiling the New Influencers 179
We are Media 179
Building a Bridge between Brands and Markets 180
Engage with Purpose 181
The Shift from Monitoring to Action 182
X-Ray Glasses and Bionic Hearing 184
Searching the Social Web 186
Note 190
Chapter 20 The Human Network 191
Breathing Life into the Human Network 191
The Human Network: Alive and Clicking! 192
Visualizing Social Order 197
Social Technographics 197
Tenets of Community Building 199
Notes 206
Chapter 21 The Social Marketing Compass 209
The Calm before the Storm 209
The Social Marketing Compass 210
Creating a Plan: Defining the Future, Now 215
Social Media Plan Outline 216
Notes 220
Chapter 22 Facebook is Your Home Page for the Social Web 221
The Top 10 Brands by Population (Rounded Out) 221
The State of the Facebook 222
It’s Not a Fan Page; It’s a Brand Page 223
From E-Commerce to F-Commerce 224
Facebook Tabs Are the New Web Pages 226
Madison Ave. is Moving to California Ave. 227
Chapter 23 Divide and Conquer 229
Social Media Takes a Community Effort 229
Decentralization and Centralization: Assembling and Conducting an Orchestra 230
The Society and Culture of Business 231
Meeting of the Minds: Consensus ad Idem 231
Outside the Inside: Establishing an Insider Program 232
Example: New Media Board of Advisors 233
Example: Internal Task Force 236
Example: Organizational Transformation 238
New Roles and Responsibilities in the Era of Emerging Media 240
Notes 242
Chapter 24 A Tale of Two Cities 245
Web 2.0 and the Evolution of CRM 2.0 245
Twitter and Social Networks Usher in a New Era of Relationships 247
When the S in SCRM Stands for SELF-SERVING 250
Vendor Relationship Management (VRM) 252
The Value of Social Customers 253
VRM + SCRM = SRM 254
No Brand is an Island 256
Social Business Takes a Human Touch; No, Really 256
Social Science is the Center of Social Business 259
Notes 260
Chapter 25 We Earn the Relationships We Deserve 263
Earning the Three FS: Friends, Fans, and Followers 263
# Hashtags 264
Hashtags: A Proactive Approach 265
Offers and Specials 266
Pay per Tweet 267
Notes 269
Chapter 26 The New Media Scorecard 271
The Disparity between Social Media Adoption and Measurement 272
ROA: Return on Acronyms 272
The Essential Guide to Social Media: Resources—Personnel and Budgets 274
The Social Barometer 275
Start with the Results, then Work Backward: Defining Goals and Objectives 276
Authority: The Ability to Galvanize Action and Quantify It 281
The CS of Measuring Action through Cost 285
The Engagement Phase 287
Share of Voice and Share of Conversation 290
Comparative Data Analysis 291
Notes 292
Conclusion You Are More Influential than You May Realize 295
Appendix 30-Day Listening Report: A Template for Capturing and Presenting Social Media Activity 297
Glossary 300
Index 307
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