You are previewing Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web.
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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

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

  1. Copyright
  2. Foreword
  3. Preface
  4. Introduction: Welcome to the Revolution
  5. I. The New Reality of Marketing and Customer Service
    1. 1. The Social Media Manifesto: Engage or Die
      1. 1.1. THE SOCIALIZATION OF MEDIA IS YEARS IN THE MAKING
      2. 1.2. THE FUTURE OF COMMUNICATIONS AND SERVICE IS ALREADY HERE
      3. 1.3. WE ARE THE CHAMPIONS, WE ARE NOT MESSENGERS
      4. 1.4. CONVERSATIONS HAPPEN WITH OR WITHOUT YOU
      5. 1.5. SOCIAL MEDIA IS ONE COMPONENT OF A BROADER COMMUNICATIONS AND MARKETING STRATEGY
      6. 1.6. BUILDING A BRIDGE BETWEEN YOU AND YOUR CUSTOMERS
      7. 1.7. BEING HUMAN VERSUS HUMANIZING YOUR STORY
      8. 1.8. SOCIAL SCIENCE IS NO LONGER AN ELECTIVE
      9. 1.9. ARE YOU LISTENING TO ME? PROVE IT
      10. 1.10. YOU ARE NOT ALONE
    2. 2. The Case for Socializing Media, by the Numbers
      1. 2.1. GETTING OUT OF THE INBOX AND INTO SOCIAL NETWORKS
      2. 2.2. BUDGETS REDIRECTED TO SOCIAL MEDIA
      3. 2.3. THIS IS JUST BUSINESS (B2C AND B2B): FORRESTER RESEARCH
      4. 2.4. MARKETINGSHERPA
      5. 2.5. FACEBOOK ADVERTISING TO SURPASS MYSPACE BY 2011
      6. 2.6. THE DECLINE OF TRADITIONAL ADVERTISING AND THE RISE OF "UNMARKETING"
      7. 2.7. PEOPLE INFLUENCE BUYING DECISIONS, ONLINE AND OFFLINE
      8. 2.8. THE WORLD'S BECOMING A MUCH SMALLER PLACE
      9. 2.9. NEW MEDIA IS A MOVING TARGET: HISTORY VERSUS SOCIOLOGY
      10. 2.10. THE DEMOCRATIZATION AND SOCIALIZATION OF BRANDED MEDIA
  6. II. Forever Students of New Media
    1. 3. The New Media University: Social Media 101
      1. 3.1. INTEGRATED MARKETING: THE TOOLS
      2. 3.2. DEFINING SOCIAL MEDIA
      3. 3.3. WHEN WORDS LOSE THEIR MEANING
    2. 4. The New Media University: Social Media 201
      1. 4.1. BLOGS
      2. 4.2. BLOG EXAMPLE: SOUTHWEST AIRLINES AND DELL
      3. 4.3. PODCASTS
      4. 4.4. PODCAST EXAMPLES: FIDELITY INVESTMENTS AND SONY ERICSSON
      5. 4.5. WIKIS
      6. 4.6. WIKI EXAMPLE: ORACLE
      7. 4.7. VIRTUAL WORLDS
      8. 4.8. VIRTUAL WORLD EXAMPLE: IBM
    3. 5. The New Media University: Social Media 202
      1. 5.1. CROWD-SOURCED CONTENT COMMUNITIES
      2. 5.2. SOCIAL BOOKMARKING
      3. 5.3. SOCIAL BOOKMARKING EXAMPLE: ADOBE
      4. 5.4. SOCIAL CALENDARS AND EVENTS
      5. 5.5. LIVECASTING
      6. 5.6. EVENT LIVECASTING EXAMPLE: OFFICE 2.0 CONFERENCE
    4. 6. The New Media University: Social Media 203
      1. 6.1. IMAGES
      2. 6.2. IMAGES EXAMPLE: JETBLUE ON FLICKR AND THE AMERICAN RED CROSS
      3. 6.3. FORUMS/GROUPS
      4. 6.4. URL SHORTENERS
      5. 6.5. SOCIAL MEDIA RELEASE
      6. 6.6. SOCIAL MEDIA NEWSROOM
      7. 6.7. SOCIAL MEDIA NEWSROOM EXAMPLE: ANHEUSER BUSCH AB-EXTRAS
    5. 7. The New Media University: Social Media 301
      1. 7.1. SOCIAL MEDIA DASHBOARDS
      2. 7.2. SOCIAL NETWORKS
      3. 7.3. COMMENTS AND WALL POSTS
      4. 7.4. GROUPS
      5. 7.5. FAN PAGES
      6. 7.6. VIRTUAL GOODS
      7. 7.7. BRANDED/PURPOSE-DRIVEN SOCIAL NETWORKS
      8. 7.8. BRANDED SOCIAL NETWORK EXAMPLES: PANASONIC LIVING IN HD
    6. 8. The New Media University: Social Media 302
      1. 8.1. ACTIVITY FEEDS/LIFESTREAMS
      2. 8.2. MICROBLOGS, MICROCOMMUNITIES
      3. 8.3. TOP 10 MONETIZATION TRENDS FOR SOCIAL MEDIA AND MICROCOMMUNITIES
      4. 8.4. TIPS FOR TWITTER AND SOCIAL MEDIA FOR SOCIALLY SAVVY BUSINESSES
    7. 9. The New Media University: Social Media 303
      1. 9.1. GEO LOCATION/MOBILE NETWORKING
      2. 9.2. WIDGETS/APPLICATIONS
      3. 9.3. VIDEO BROADCAST NETWORKS
      4. 9.4. VIDEO EXAMPLE: HOME DEPOT
    8. 10. The New Media University: Social Media 401
      1. 10.1. SOCIAL OBJECTS
      2. 10.2. GETTING NOTICED: SOCIAL MEDIAOPTIMIZATION, THE NEW SEO
      3. 10.3. WHAT IS SOCIAL MEDIA OPTIMIZATION?
      4. 10.4. TITLES
      5. 10.5. DESCRIPTIONS
      6. 10.6. TAGS
      7. 10.7. CONTENT DISTRIBUTION
      8. 10.8. LINKS
      9. 10.9. LIKING: MICROACTS OF APPRECIATION YIELD MACRO IMPACTS
    9. 11. The New Media University: Social Media 402
      1. 11.1. ESTABLISHING A SYNDICATION NETWORK
      2. 11.2. SYNDICATING SOCIAL OBJECTS: AN ILLUSTRATION
      3. 11.3. CHANNELING ILLUSTRATION: AN ACTIVITY STREAM
      4. 11.4. AGGREGATION: ASSEMBLING THE PIECES
      5. 11.5. EXAMPLE OF ACTIVITY STREAM
      6. 11.6. IN-NETWORK AGGREGATION
      7. 11.7. SYNDICATION: WEBCASTING SOCIAL OBJECTS
      8. 11.8. AUTOPOSTS AND SYNDICATION
      9. 11.9. DON'T CROSS THE STREAMS
      10. 11.10. DESTINATION UNKNOWN: DEFINING THE JOURNEY THROUGH YOUR EXPERIENCE
      11. 11.11. BRAMBLE BERRY: A CASE STUDY
    10. 12. The New Media University: Social Media 403
      1. 12.1. ESTABLISHING AN ONLINE PRESENCE AND DEFINING THE BRAND PERSONA
      2. 12.2. ONLINE PROFILES SPEAK VOLUMES ABOUT YOU AND YOUR BRAND
      3. 12.3. MULTIPLE PERSONALITY DISORDER
      4. 12.4. MULTIPLE PERSONALITY ORDER
      5. 12.5. DISCOVERY AND ACTUALIZATION
      6. 12.6. SHAPING THE BRAND PERSONA
      7. 12.7. THE CENTER OF GRAVITY: CORE VALUES
      8. 12.8. BRAND PILLARS
      9. 12.9. BRAND CHARACTERISTICS
      10. 12.10. PROMISE
      11. 12.11. BRAND ASPIRATIONS
      12. 12.12. OPPORTUNITIES
      13. 12.13. CULTURE
      14. 12.14. PERSONALITY
    11. 13. The New Media University: MBA Program—First Year
      1. 13.1. FROM INTROVERSION TO EXTROVERSION
      2. 13.2. THE NOW WEB: NOW IS INDEED GONE
      3. 13.3. THE RISE OF THE STATUSPHERE
      4. 13.4. THE WIRE: WHEN EVERYDAY PEOPLE BREAK NEWS
      5. 13.5. THE ATTENTION RUBICON
      6. 13.6. CHANNELING OUR FOCUS: THE ATTENTION DASHBOARD
      7. 13.7. THE SOCIAL EFFECT: THE FUTURE OF COMMUNITY-GENERATED BRANDING AND WORD OF MOUTH MARKETING
    12. 14. The New Media University: MBA Program™Second Year
      1. 14.1. IMPROVING THE SIGNAL-TO-NOISE RATIO
      2. 14.2. UPGRADING EXPERIENCES AND INTERACTION THROUGH TOMORROW'S TECHNOLOGY, TODAY
      3. 14.3. WEB SQUARED AUGMENTS OUR REALITY OF WEB 2.0 AND SOCIAL MEDIA
  7. III. Brand Representative versus the Brand You
    1. 15. Fusing the "Me" in Social Media and the "We" in the Social Web
      1. 15.1. CASTING A DIGITAL SHADOW&YOUR REPUTATION PRECEDES YOU
      2. 15.2. A RUDE AWAKENING
      3. 15.3. DEFINING YOUR ONLINE PERSONA
      4. 15.4. SOCIAL NETWORKS
      5. 15.5. NEWSFEEDS AND LIFESTREAMS
      6. 15.6. BLOGS
      7. 15.7. REPUTATION AND EXPERTISE AGGREGATION SERVICES
      8. 15.8. YOUR BRAND VERSUS THE BRANDS YOU REPRESENT
      9. 15.9. MANAGING YOUR ONLINE REPUTATION
      10. 15.10. WE ARE ALL BRAND MANAGERS
    2. 16. Learning and Experimentation Lead to Experience
      1. 16.1. BECOMING THE EXPERT
      2. 16.2. YOU'RE THE REAL THING
      3. 16.3. WHEN POV BECOMES A POINT OF VALIDATION
      4. 16.4. LET'S TALK ABOUT MEANINGFUL EXCHANGES
      5. 16.5. WHO OWNS SOCIAL MEDIA?
      6. 16.6. GETTING DOWN TO BUSINESS
  8. IV. We Are the Champions
    1. 17. Defining the Rules of Engagement
      1. 17.1. INSIDE THE OUTSIDE: ASSESSING THREATS AND OPPORTUNITIES
      2. 17.2. POLICIES AND GUIDELINES
      3. 17.3. EXAMPLE GUIDELINES AND POLICIES
      4. 17.4. TOP 10 GUIDELINES FOR SOCIAL MEDIA PARTICIPATION
      5. 17.5. THE LOUISIANA PURCHASE AND THE GREAT BRAND LAND GRAB
      6. 17.6. RULES OF ENGAGEMENT
      7. 17.7. INTEL'S DIGITAL IQ PROGRAM
      8. 17.8. WITH SOCIAL MEDIA COMES GREAT RESPONSIBILITY
    2. 18. The Conversation Prism: How to Listen
      1. 18.1. I'M YOUR CUSTOMER...REMEMBER ME?
      2. 18.2. THE VALUE CYCLE: YOU, ME, AND MUTUAL VALUE
      3. 18.3. THE CONVERSATION PRISM
      4. 18.4. THE ART AND SCIENCE OF LISTENING AND MONITORING
      5. 18.5. LISTENERS MAKE THE BEST CONVERSATIONALISTS
      6. 18.6. CHARTING A SOCIAL MAP
      7. 18.7. CONVERSATION WORKFLOW
      8. 18.8. TAKING CENTER STAGE
      9. 18.9. LEVEL ONE: THE EPICENTER
      10. 18.10. CHARTING THE COURSE
      11. 18.11. ESTABLISHING A CONVERSATION INDEX
      12. 18.12. THE COMMUNITY STARTS WITHIN
      13. 18.13. ADAPT
    3. 19. Unveiling the New Influencers
      1. 19.1. WE ARE MEDIA
      2. 19.2. BUILDING A BRIDGE BETWEEN BRANDS AND MARKETS
      3. 19.3. ENGAGE WITH PURPOSE
      4. 19.4. THE SHIFT FROM MONITORING TO ACTION
      5. 19.5. X–RAY GLASSES AND BIONIC HEARING
      6. 19.6. SEARCHING THE SOCIAL WEB
  9. V. The Social Architect: Developing a Blueprint for New Marketing
    1. 20. The Human Network
      1. 20.1. BREATHING LIFE INTO THE HUMAN NETWORK
      2. 20.2. THE HUMAN NETWORK: ALIVE AND CLICKING!
      3. 20.3. VISUALIZING SOCIAL ORDER
      4. 20.4. PARTICIPATION INEQUALITY
      5. 20.5. PARTICIPATION INEQUALITY AND THE LAWS OF PERCENTAGES
      6. 20.6. SOCIAL TECHNOGRAPHICS
      7. 20.7. TENETS OF COMMUNITY BUILDING
    2. 21. The Social Marketing Compass: Creating a Social Media Plan
      1. 21.1. THE CALM BEFORE THE STORM
      2. 21.2. THE SOCIAL MARKETING COMPASS
      3. 21.3. CREATING A PLAN: DEFINING THE FUTURE, NOW
      4. 21.4. SOCIAL MEDIA PLAN OUTLINE2
    3. 22. Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs
      1. 22.1. SOCIAL MEDIA TAKES A COMMUNITY EFFORT
      2. 22.2. FLUIDITY THROUGH DECENTRALIZATION AND CENTRALIZATION: ASSEMBLING AND CONDUCTING AN ORCHESTRA
      3. 22.3. THE SOCIETY AND CULTURE OF BUSINESS
      4. 22.4. MEETING OF THE MINDS: CONSENSUS AD IDEM
      5. 22.5. OUTSIDE THE INSIDE: ESTABLISHING AN INSIDER PROGRAM
      6. 22.6. EXAMPLE: NEW MEDIA BOARD OF ADVISORS
      7. 22.7. EXAMPLE: INTERNAL TASKFORCE
      8. 22.8. EXAMPLE: ORGANIZATIONAL TRANSFORMATION
      9. 22.9. NEW ROLES AND RESPONSIBILITIES IN THE ERA OF EMERGING MEDIA
  10. VI. A Little Less Conversation, a Little More Action: Rising above the Noise
    1. 23. A Tale of Two Cities: Social CRM and Relationship Management
      1. 23.1. WEB 2.0 AND THE EVOLUTION OF CRM 2.0
      2. 23.2. TWITTER AND SOCIAL NETWORKS USHER IN A NEW ERA OF RELATIONSHIPS
      3. 23.3. WHEN THE "S" IN sCRM STANDS FOR SELF-SERVING
      4. 23.4. VENDOR RELATIONSHIP MANAGEMENT (VRM)
      5. 23.5. THE VALUE OF SOCIAL CUSTOMERS
      6. 23.6. VRM + sCRM = SRM
      7. 23.7. NO BRAND IS AN ISLAND
      8. 23.8. THE EVOLUTION OF RELATIONSHIPS IS JUST BEGINNING
    2. 24. The Contrast between Earned and Paid: When Paying for Friends Makes Cents
      1. 24.1. BUYING FOLLOWERS VERSUS EARNING FRIENDS
      2. 24.2. #HASHTAGS
      3. 24.3. HASHTAGS: A PROACTIVE APPROACH
      4. 24.4. OFFERS AND SPECIALS
      5. 24.5. PAY PER TWEET
      6. 24.6. BUYING FRIENDS AND FOLLOWERS
    3. 25. The New Media Scorecard: Measuring Investment Returns
      1. 25.1. THE DISPARITY BETWEEN SOCIAL MEDIA ADOPTION AND MEASUREMENT
      2. 25.2. ROA: RETURN ON ACRONYMS
      3. 25.3. THE ESSENTIAL GUIDE TO SOCIAL MEDIA: RESOURCES—PERSONNEL AND BUDGETS
      4. 25.4. THE SOCIAL BAROMETER
      5. 25.5. START WITH THE RESULTS, THEN WORK BACKWARD: DEFINING GOALS AND OBJECTIVES
      6. 25.6. AUTHORITY: THE ABILITY TO GALVANIZE ACTION AND QUANTIFY IT
      7. 25.7. THE Cs OF MEASURING ACTION THROUGH COST
      8. 25.8. THE ENGAGEMENT PHASE
      9. 25.9. THE RAZORFISH SOCIAL INFLUENCE SCORE
      10. 25.10. SHARE OF VOICE
      11. 25.11. COMPARATIVE DATA ANALYSIS
  11. Conclusion
    1. YOU ARE MORE INFLUENTIAL THAN YOU MAY REALIZE
  12. Glossary
  13. Notes
    1. CHAPTER 1 THE SOCIAL MEDIA MANIFESTO: ENGAGE OR DIE
    2. CHAPTER 2 THE CASE FOR SOCIAL MEDIA, BY THE NUMBERS
    3. CHAPTER 4 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 201
    4. CHAPTER 7 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 301
    5. CHAPTER 8 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 302
    6. CHAPTER 9 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 303
    7. CHAPTER 10 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 401
    8. CHAPTER 11 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 402
    9. CHAPTER 12 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 403
    10. CHAPTER 13 NEW MEDIA UNIVERSITY: MBA PROGRAM—FIRST YEAR
    11. CHAPTER 14 NEW MEDIA UNIVERSITY: MBA PROGRAM—SECOND YEAR
    12. CHAPTER 15 FUSING THE "ME" IN SOCIAL MEDIAAND THE "WE" IN THE SOCIAL WEB
    13. CHAPTER 17 DEFINING THE RULES OF ENGAGEMENT
    14. CHAPTER 18 THE CONVERSATION PRISM: HOW TO LISTEN
    15. CHAPTER 19 UNVEILING THE NEW INFLUENCERS
    16. CHAPTER 20 THE HUMAN NETWORK
    17. CHAPTER 21 SOCIAL MARKETING COMPASS: CREATING A SOCIAL MEDIA PLAN
    18. CHAPTER 22 DIVIDE AND CONQUER: BUILDINGMARKETING AND SERVICE TEAMS AROUNDSOCIAL MEDIA PROGRAMS
    19. CHAPTER 23 A TALE OF TWO CITIES: SOCIAL CRM AND RELATIONSHIP MANAGEMENT
    20. CHAPTER 24 THE CONTRAST BETWEEN EARNED AND PAID: WHEN PAYING FOR FRIENDS MAKES CENTS
    21. CHAPTER 25 THE NEW MEDIA SCORECARD: MEASURING INVESTMENT RETURNS