Book description
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. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. The result is the ability to increase visibility, build communities of loyal brand enthusiasts, and increase profits.
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.
Introduces you to the psychology, behavior, and influence of the new social consumer
Shows how to define and measure the success of your social media campaigns for the short and long term
Features an inspiring Foreword by actor Ashton Kutcher, who has more than 5 million followers on Twitter
Revised paperback edition brings the book completely up to date to stay ahead of the lightning fast world of social media
Today, no business can afford to ignore the social media revolution. If you're not using social media to reach out to your customers and the people who influence them, who is?
Table of contents
- 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 Five Ws+H+E
- Chapter 3: The New Media University
- Chapter 4: The New Media University 101
- Chapter 5: The New Media University 201
- Chapter 6: The New Media University 301
- Chapter 7: The New Media University 401
- Chapter 8: The New Media University 501
- Chapter 9: The New Media University 601
- Chapter 10: The New Media University 701
-
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
- NOTES
-
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
- NOTES
- Chapter 13: The New Media University 1001
- Chapter 14: The New Media University 1101
- Chapter 15: Fusing the Me in Social Media and the We in the Social Web
- Chapter 16: Learning and Experimentation Lead to Experience
- Chapter 17: Defining the Rules of Engagement
-
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
- NOTES
- Chapter 19: Unveiling the New Influencers
- Chapter 20: The Human Network
- Chapter 21: The Social Marketing Compass
- Chapter 22: Facebook Is Your Home Page for the Social Web
-
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
- NOTES
-
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
- NOTES
- Chapter 25: We Earn the Relationships We Deserve
-
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
- NOTES
- Conclusion
- Appendix: 30-Day Listening Report
- Glossary
- Index
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 2011
- Publisher(s): Wiley
- ISBN: 9781118003763
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