Book description
Praise for Engage!
"It's no longer an era of business as usual. Executives and entrepreneurs must embrace new media in order to not only compete for the future, but for mind share, market share, and, ultimately, relevance. This book helps you engage. Without it, you're competing for second place."
—Mark Cuban, owner, Dallas Mavericks; investor; entrepreneur; and Chairman, HDNet
"Affinity is personal and emotional. Without personifying the company and what it symbolizes, it's difficult for customers to connect with your brand. The concepts from this book can help your brand engage in a way that inspires communities to extend your message, promise, and reach."
—Tony Hsieh, CEO, Zappos.com
"The power of the top-down, A-list influencer is winding down. Now brands must engage on a direct-to-many basis. Social media makes this possible, and Solis makes this happen. Read his book or be left in the dust."
—Guy Kawasaki, cofounder, Alltop
"Social media is changing everything about the way people relate socially, in commerce, and in politics. Engage gets you up to date regarding current trends and technology, and shows you how to build a serious social media strategy. It's the real deal."
—Craig Newmark, founder, Craigslist.com
"Before Solis, I was cluelessly competing in the attention economy of the twenty-first century. Solis's Engage provides me with the intellectual capital to build relevancy amidst our cacophonous culture. This book is worth its weight in attention—the digital gold of the twenty-first century."
—Andrew Keen, author of the international hit Cult of the Amateur: How Today's Internet Is Killing Our Culture
Table of contents
- Copyright
- Foreword
- Preface
- Introduction: Welcome to the Revolution
-
I. The New Reality of Marketing and Customer Service
-
1. The Social Media Manifesto: Engage or Die
- 1.1. THE SOCIALIZATION OF MEDIA IS YEARS IN THE MAKING
- 1.2. THE FUTURE OF COMMUNICATIONS AND SERVICE IS ALREADY HERE
- 1.3. WE ARE THE CHAMPIONS, WE ARE NOT MESSENGERS
- 1.4. CONVERSATIONS HAPPEN WITH OR WITHOUT YOU
- 1.5. SOCIAL MEDIA IS ONE COMPONENT OF A BROADER COMMUNICATIONS AND MARKETING STRATEGY
- 1.6. BUILDING A BRIDGE BETWEEN YOU AND YOUR CUSTOMERS
- 1.7. BEING HUMAN VERSUS HUMANIZING YOUR STORY
- 1.8. SOCIAL SCIENCE IS NO LONGER AN ELECTIVE
- 1.9. ARE YOU LISTENING TO ME? PROVE IT
- 1.10. YOU ARE NOT ALONE
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2. The Case for Socializing Media, by the Numbers
- 2.1. GETTING OUT OF THE INBOX AND INTO SOCIAL NETWORKS
- 2.2. BUDGETS REDIRECTED TO SOCIAL MEDIA
- 2.3. THIS IS JUST BUSINESS (B2C AND B2B): FORRESTER RESEARCH
- 2.4. MARKETINGSHERPA
- 2.5. FACEBOOK ADVERTISING TO SURPASS MYSPACE BY 2011
- 2.6. THE DECLINE OF TRADITIONAL ADVERTISING AND THE RISE OF "UNMARKETING"
- 2.7. PEOPLE INFLUENCE BUYING DECISIONS, ONLINE AND OFFLINE
- 2.8. THE WORLD'S BECOMING A MUCH SMALLER PLACE
- 2.9. NEW MEDIA IS A MOVING TARGET: HISTORY VERSUS SOCIOLOGY
- 2.10. THE DEMOCRATIZATION AND SOCIALIZATION OF BRANDED MEDIA
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1. The Social Media Manifesto: Engage or Die
-
II. Forever Students of New Media
- 3. The New Media University: Social Media 101
- 4. The New Media University: Social Media 201
- 5. The New Media University: Social Media 202
- 6. The New Media University: Social Media 203
- 7. The New Media University: Social Media 301
- 8. The New Media University: Social Media 302
- 9. The New Media University: Social Media 303
- 10. The New Media University: Social Media 401
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11. The New Media University: Social Media 402
- 11.1. ESTABLISHING A SYNDICATION NETWORK
- 11.2. SYNDICATING SOCIAL OBJECTS: AN ILLUSTRATION
- 11.3. CHANNELING ILLUSTRATION: AN ACTIVITY STREAM
- 11.4. AGGREGATION: ASSEMBLING THE PIECES
- 11.5. EXAMPLE OF ACTIVITY STREAM
- 11.6. IN-NETWORK AGGREGATION
- 11.7. SYNDICATION: WEBCASTING SOCIAL OBJECTS
- 11.8. AUTOPOSTS AND SYNDICATION
- 11.9. DON'T CROSS THE STREAMS
- 11.10. DESTINATION UNKNOWN: DEFINING THE JOURNEY THROUGH YOUR EXPERIENCE
- 11.11. BRAMBLE BERRY: A CASE STUDY
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12. The New Media University: Social Media 403
- 12.1. ESTABLISHING AN ONLINE PRESENCE AND DEFINING THE BRAND PERSONA
- 12.2. ONLINE PROFILES SPEAK VOLUMES ABOUT YOU AND YOUR BRAND
- 12.3. MULTIPLE PERSONALITY DISORDER
- 12.4. MULTIPLE PERSONALITY ORDER
- 12.5. DISCOVERY AND ACTUALIZATION
- 12.6. SHAPING THE BRAND PERSONA
- 12.7. THE CENTER OF GRAVITY: CORE VALUES
- 12.8. BRAND PILLARS
- 12.9. BRAND CHARACTERISTICS
- 12.10. PROMISE
- 12.11. BRAND ASPIRATIONS
- 12.12. OPPORTUNITIES
- 12.13. CULTURE
- 12.14. PERSONALITY
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13. The New Media University: MBA Program—First Year
- 13.1. FROM INTROVERSION TO EXTROVERSION
- 13.2. THE NOW WEB: NOW IS INDEED GONE
- 13.3. THE RISE OF THE STATUSPHERE
- 13.4. THE WIRE: WHEN EVERYDAY PEOPLE BREAK NEWS
- 13.5. THE ATTENTION RUBICON
- 13.6. CHANNELING OUR FOCUS: THE ATTENTION DASHBOARD
- 13.7. THE SOCIAL EFFECT: THE FUTURE OF COMMUNITY-GENERATED BRANDING AND WORD OF MOUTH MARKETING
- 14. The New Media University: MBA Program™Second Year
-
III. Brand Representative versus the Brand You
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15. Fusing the "Me" in Social Media and the "We" in the Social Web
- 15.1. CASTING A DIGITAL SHADOW&YOUR REPUTATION PRECEDES YOU
- 15.2. A RUDE AWAKENING
- 15.3. DEFINING YOUR ONLINE PERSONA
- 15.4. SOCIAL NETWORKS
- 15.5. NEWSFEEDS AND LIFESTREAMS
- 15.6. BLOGS
- 15.7. REPUTATION AND EXPERTISE AGGREGATION SERVICES
- 15.8. YOUR BRAND VERSUS THE BRANDS YOU REPRESENT
- 15.9. MANAGING YOUR ONLINE REPUTATION
- 15.10. WE ARE ALL BRAND MANAGERS
- 16. Learning and Experimentation Lead to Experience
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15. Fusing the "Me" in Social Media and the "We" in the Social Web
-
IV. We Are the Champions
-
17. Defining the Rules of Engagement
- 17.1. INSIDE THE OUTSIDE: ASSESSING THREATS AND OPPORTUNITIES
- 17.2. POLICIES AND GUIDELINES
- 17.3. EXAMPLE GUIDELINES AND POLICIES
- 17.4. TOP 10 GUIDELINES FOR SOCIAL MEDIA PARTICIPATION
- 17.5. THE LOUISIANA PURCHASE AND THE GREAT BRAND LAND GRAB
- 17.6. RULES OF ENGAGEMENT
- 17.7. INTEL'S DIGITAL IQ PROGRAM
- 17.8. WITH SOCIAL MEDIA COMES GREAT RESPONSIBILITY
-
18. The Conversation Prism: How to Listen
- 18.1. I'M YOUR CUSTOMER...REMEMBER ME?
- 18.2. THE VALUE CYCLE: YOU, ME, AND MUTUAL VALUE
- 18.3. THE CONVERSATION PRISM
- 18.4. THE ART AND SCIENCE OF LISTENING AND MONITORING
- 18.5. LISTENERS MAKE THE BEST CONVERSATIONALISTS
- 18.6. CHARTING A SOCIAL MAP
- 18.7. CONVERSATION WORKFLOW
- 18.8. TAKING CENTER STAGE
- 18.9. LEVEL ONE: THE EPICENTER
- 18.10. CHARTING THE COURSE
- 18.11. ESTABLISHING A CONVERSATION INDEX
- 18.12. THE COMMUNITY STARTS WITHIN
- 18.13. ADAPT
- 19. Unveiling the New Influencers
-
17. Defining the Rules of Engagement
-
V. The Social Architect: Developing a Blueprint for New Marketing
- 20. The Human Network
- 21. The Social Marketing Compass: Creating a Social Media Plan
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22. Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs
- 22.1. SOCIAL MEDIA TAKES A COMMUNITY EFFORT
- 22.2. FLUIDITY THROUGH DECENTRALIZATION AND CENTRALIZATION: ASSEMBLING AND CONDUCTING AN ORCHESTRA
- 22.3. THE SOCIETY AND CULTURE OF BUSINESS
- 22.4. MEETING OF THE MINDS: CONSENSUS AD IDEM
- 22.5. OUTSIDE THE INSIDE: ESTABLISHING AN INSIDER PROGRAM
- 22.6. EXAMPLE: NEW MEDIA BOARD OF ADVISORS
- 22.7. EXAMPLE: INTERNAL TASKFORCE
- 22.8. EXAMPLE: ORGANIZATIONAL TRANSFORMATION
- 22.9. NEW ROLES AND RESPONSIBILITIES IN THE ERA OF EMERGING MEDIA
-
VI. A Little Less Conversation, a Little More Action: Rising above the Noise
-
23. A Tale of Two Cities: Social CRM and Relationship Management
- 23.1. WEB 2.0 AND THE EVOLUTION OF CRM 2.0
- 23.2. TWITTER AND SOCIAL NETWORKS USHER IN A NEW ERA OF RELATIONSHIPS
- 23.3. WHEN THE "S" IN sCRM STANDS FOR SELF-SERVING
- 23.4. VENDOR RELATIONSHIP MANAGEMENT (VRM)
- 23.5. THE VALUE OF SOCIAL CUSTOMERS
- 23.6. VRM + sCRM = SRM
- 23.7. NO BRAND IS AN ISLAND
- 23.8. THE EVOLUTION OF RELATIONSHIPS IS JUST BEGINNING
- 24. The Contrast between Earned and Paid: When Paying for Friends Makes Cents
-
25. The New Media Scorecard: Measuring Investment Returns
- 25.1. THE DISPARITY BETWEEN SOCIAL MEDIA ADOPTION AND MEASUREMENT
- 25.2. ROA: RETURN ON ACRONYMS
- 25.3. THE ESSENTIAL GUIDE TO SOCIAL MEDIA: RESOURCES—PERSONNEL AND BUDGETS
- 25.4. THE SOCIAL BAROMETER
- 25.5. START WITH THE RESULTS, THEN WORK BACKWARD: DEFINING GOALS AND OBJECTIVES
- 25.6. AUTHORITY: THE ABILITY TO GALVANIZE ACTION AND QUANTIFY IT
- 25.7. THE Cs OF MEASURING ACTION THROUGH COST
- 25.8. THE ENGAGEMENT PHASE
- 25.9. THE RAZORFISH SOCIAL INFLUENCE SCORE
- 25.10. SHARE OF VOICE
- 25.11. COMPARATIVE DATA ANALYSIS
-
23. A Tale of Two Cities: Social CRM and Relationship Management
- Conclusion
- Glossary
-
Notes
- CHAPTER 1 THE SOCIAL MEDIA MANIFESTO: ENGAGE OR DIE
- CHAPTER 2 THE CASE FOR SOCIAL MEDIA, BY THE NUMBERS
- CHAPTER 4 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 201
- CHAPTER 7 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 301
- CHAPTER 8 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 302
- CHAPTER 9 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 303
- CHAPTER 10 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 401
- CHAPTER 11 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 402
- CHAPTER 12 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 403
- CHAPTER 13 NEW MEDIA UNIVERSITY: MBA PROGRAM—FIRST YEAR
- CHAPTER 14 NEW MEDIA UNIVERSITY: MBA PROGRAM—SECOND YEAR
- CHAPTER 15 FUSING THE "ME" IN SOCIAL MEDIAAND THE "WE" IN THE SOCIAL WEB
- CHAPTER 17 DEFINING THE RULES OF ENGAGEMENT
- CHAPTER 18 THE CONVERSATION PRISM: HOW TO LISTEN
- CHAPTER 19 UNVEILING THE NEW INFLUENCERS
- CHAPTER 20 THE HUMAN NETWORK
- CHAPTER 21 SOCIAL MARKETING COMPASS: CREATING A SOCIAL MEDIA PLAN
- CHAPTER 22 DIVIDE AND CONQUER: BUILDINGMARKETING AND SERVICE TEAMS AROUNDSOCIAL MEDIA PROGRAMS
- CHAPTER 23 A TALE OF TWO CITIES: SOCIAL CRM AND RELATIONSHIP MANAGEMENT
- CHAPTER 24 THE CONTRAST BETWEEN EARNED AND PAID: WHEN PAYING FOR FRIENDS MAKES CENTS
- CHAPTER 25 THE NEW MEDIA SCORECARD: MEASURING INVESTMENT RETURNS
Product information
- Title: Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web
- Author(s):
- Release date: March 2010
- Publisher(s): Wiley
- ISBN: 9780470571095
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