Engage! the complete guide for brands and businesses to build, cultivate, and measure success in the new web
"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...
| Other Authors: | , |
|---|---|
| Format: | eBook |
| Language: | Inglés |
| Published: |
Hoboken, New Jersey :
John Wiley & Sons, Inc
2010.
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| Edition: | 1st edition |
| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628221206719 |
Table of 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
- NOTES
- 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
- NOTES
- 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
- NOTES
- 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
- 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
- NOTES
- 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
- NOTE
- 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
- NOTES
- 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
- 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
- NOTE
- 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
- NOTES
- 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
- NOTES
- 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
- 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
- EARNING THE THREE FS: FRIENDS, FANS, AND FOLLOWERS
- #HASHTAGS
- HASHTAGS: A PROACTIVE APPROACH
- OFFERS AND SPECIALS
- PAY PER TWEET
- NOTES
- 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
- YOU ARE MORE INFLUENTIAL THAN YOU MAY REALIZE
- Appendix: 30-Day Listening Report
- Glossary.
- Index.
