Book description
Master the publishing and entertainment world's tools and techniques for content marketing success
Over the last decade the convergence of media and technology has turned the marketing world on its head. In order for brands to succeed in today's socially connected world, they must think like publishers and act like media networks. Content to Commerce shows how utilizing publishing- and entertainment-based principles can help brands and marketers use social media effectively—ultimately reaching today's hyper-connected and highly fragmented audiences. From big picture strategy to the tactics and tools require to execute, this book offers a clear approach to social media marketing for both big and small brands alike.
Shows how to turn shallow, wide, and short-term projects into deep, narrow, and long-term engagements
Explains how to prioritize with a clear escalation path in order to drive big, significant, and measurable value
Author Avi Savar is a frequent media commentator on social media, branded content and marketing and was recently named the Jury President of the Cannes Lions International Festival of Creativity's new Branded Content & Entertainment category
Content to Commerce will show you how to conquer the media world's medium and control your own brand's destiny.
Table of contents
- Cover
- Praise for Content to Commerce
- Title Page
- Copyright
- Dedication
- About This Book
- Cast of Characters
- Foreword Andy Markowitz
- Preface
- Acknowledgments
- Introduction
- Section I: Brand as Network
- Section II: The Value of the Network
- Section III: Audience First
- Section IV: Content Is Currency
- Section V: Looking Ahead
-
Section VI: Epilogue
-
Chapter 21: The Question
- Scott Monty, Global Digital and Multimedia Communications Manager, Ford
- B. Bonin Bough, Vice President of Global Media and Consumer Engagement, Mondeléz International
- Leslie Reiser, Director of WW Digital Marketing, IBM General Business
- Rikard Steiber, Global Director of Mobile and Social Ads, Google
- Reggie Bradford, Senior Vice President of Product Development, Oracle Former Founder and Chief Executive Officer, Vitrue
- Sharon Feder, Chief Operating Officer, Mashable
- Mike Edelhart, President of the Pivot Conference and Social Week in New York
- Karen Spiegel, Senior Vice President, Managing Director of Marketing and Communications, R/GA
- Karen Robinovitz, Cofounder and Chief Creative Officer, Digital Brand Architects
- Stephanie Agresta, Global Director of Social Media and Digital, MSLGROUP
- Ian Schafer, Chief Executive Officer and Founder, Deep Focus
- Joe Burton, President and Chief Operating Officer, SocialChorus
- Alan Osetek, Global President, Resolution Media, an Omnicom Media Group Company
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Chapter 21: The Question
- Index
Product information
- Title: Content to Commerce: Engaging Consumers Across Paid, Owned and Earned Channels
- Author(s):
- Release date: May 2013
- Publisher(s): Wiley
- ISBN: 9781118480182
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