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Content to Commerce: Engaging Consumers Across Paid, Owned and Earned Channels

by Avi Savar

May 2013

Intermediate to advanced

288 pages

6h 36m

English

Wiley

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Notes
Publisher's AdvantageRedefining the AudienceKeeping in TouchTelling StoriesBeyond PublishingNotes
MarketingCustomer RelationsPublic RelationsCrisis ManagementJournalismMediaPoliticsSearchVanishing ActNotes
Who Owns Social?Cross ChannelsAnywhere and EverywhereA Holistic Approach to SocialNotes
Think Like a NetworkChannel ArchitectureThe GridNotes
Social CommerceBrandfluenceAdvocacyUser-Generated ContentGamingPaid SocialNotes
Paid, Owned, and Earned MediaExtending the Life Span of ContentNotes
Tent PolesExtending ConversationsNotes
Channel ArchitectureBrand Channel ManagementCommunity ManagementBreaking Through the ClutterNotes
TechnologyTalentThe Network Team
Social Is GlobalPassion PointsA Lot to LearnNotes
Meeting ExpectationsWelcome to the PartyListen First, Sell LaterThe Opening LineThe Right FitInfluencers and AdvocatesNotes
In SyncStick to the PointNotes
Mashing Up Strategy and AnalyticsTake the Time to ListenSetting StandardsSuccess Tracking and EvaluationContent OptimizationAudience Insight AnalysisNotes
Social PersonasListening ToolsAudience Truths Are Brand TruthsThe Engagement PointConsistent ConversationsNotes
Internet Time on SteroidsCaught ShortFaster Equals MoreA Matter of ControlNotes
Design for Social MediaInteractive Technology for SocialVideo for Social MediaDevelopment and Production SlatesNotes
Building a FranchiseCampaigns Come in Two PartsTarget AudiencesThe Social EcosystemIn the MomentLearning As You GoMaking ConnectionsSpheres of InfluenceFilling the GapNotes
Three Decision PillarsInspirationDistributionScorekeepingA Work in ProgressNotes
Emerging Social MarketsMutual RelationshipsGoing MobileDoing Social Business around the WorldNotes
Toward the Social OrganizationNotes
Scott Monty, Global Digital and Multimedia Communications Manager, FordB. Bonin Bough, Vice President of Global Media and Consumer Engagement, Mondeléz InternationalLeslie Reiser, Director of WW Digital Marketing, IBM General BusinessRikard Steiber, Global Director of Mobile and Social Ads, GoogleReggie Bradford, Senior Vice President of Product Development, Oracle Former Founder and Chief Executive Officer, VitrueSharon Feder, Chief Operating Officer, MashableMike Edelhart, President of the Pivot Conference and Social Week in New YorkKaren Spiegel, Senior Vice President, Managing Director of Marketing and Communications, R/GAKaren Robinovitz, Cofounder and Chief Creative Officer, Digital Brand ArchitectsStephanie Agresta, Global Director of Social Media and Digital, MSLGROUPIan Schafer, Chief Executive Officer and Founder, Deep FocusJoe Burton, President and Chief Operating Officer, SocialChorusAlan Osetek, Global President, Resolution Media, an Omnicom Media Group Company

Content preview from Content to Commerce: Engaging Consumers Across Paid, Owned and Earned Channels

Section I

Brand as Network

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Publisher Resources

ISBN: 9781118526170Purchase book