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

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

  1. Cover
  2. Praise for Engage!
  3. Title Page
  4. Copyright
  5. Foreword
  6. Preface
  7. Introduction: Welcome to the Revolution
  8. Chapter 1: The Social Media Manifesto
    1. THE SOCIALIZATION OF MEDIA IS YEARS IN THE MAKING
    2. THE FUTURE OF BUSINESS IS ALREADY HERE
    3. WE ARE THE CHAMPIONS, WE ARE NOT MESSENGERS
    4. CONVERSATIONS HAPPEN WITH OR WITHOUT YOU
    5. SOCIAL MEDIA IS ONE COMPONENT OF A BROADER COMMUNICATIONS AND MARKETING STRATEGY
    6. BUILDING A BRIDGE BETWEEN YOU AND YOUR CUSTOMERS
    7. BEING HUMAN VERSUS HUMANIZING YOUR STORY
    8. SOCIAL SCIENCE IS NO LONGER AN ELECTIVE
    9. YOU ARE NOT ALONE
    10. NOTES
  9. Chapter 2: Making the Case for Social Media: The Five Ws+H+E
    1. THE RISE OF UNMARKETING
    2. PEOPLE INFLUENCE BUYING DECISIONS, ONLINE AND OFFLINE
    3. THE DEMOCRATIZATION AND SOCIALIZATION OF BRANDED MEDIA
    4. NOTES
  10. Chapter 3: The New Media University
    1. INTEGRATED MARKETING: THE TOOLS
    2. DEFINING SOCIAL MEDIA
    3. WHEN WORDS LOSE THEIR MEANING
  11. Chapter 4: The New Media University 101
    1. BLOGS
    2. BLOG EXAMPLE: SOUTHWEST AIRLINES AND DELL
    3. PODCASTS
    4. PODCAST EXAMPLES: FIDELITY INVESTMENTS
    5. WIKIS
    6. WIKI EXAMPLE: ORACLE
    7. NOTES
  12. Chapter 5: The New Media University 201
    1. CROWD-SOURCED CONTENT COMMUNITIES
    2. SOCIAL CALENDARS AND EVENTS
    3. LIVECASTING
  13. Chapter 6: The New Media University 301
    1. IMAGES
    2. IMAGES EXAMPLE: JETBLUE AND THE AMERICAN RED CROSS ON FLICKR
  14. Chapter 7: The New Media University 401
    1. SOCIAL MEDIA DASHBOARDS
    2. SOCIAL NETWORKS
    3. BRANDED AND PURPOSE-DRIVEN SOCIAL NETWORKS
    4. BRANDED SOCIAL NETWORK EXAMPLES: PANASONIC LIVING IN HD
  15. Chapter 8: The New Media University 501
    1. MICROBLOGS, MICROCOMMUNITIES
    2. TOP 10 MONETIZATION TRENDS FOR SOCIAL MEDIA AND MICROCOMMUNITIES
    3. TIPS FOR TWITTER AND SOCIAL MEDIA FOR SOCIALLY SAVVY BUSINESSES
    4. NOTE
  16. Chapter 9: The New Media University 601
    1. GEO LOCATION AND MOBILE NETWORKING
    2. VIDEO BROADCAST NETWORKS
    3. VIDEO EXAMPLE: HOME DEPOT
  17. Chapter 10: The New Media University 701
    1. SOCIAL OBJECTS
    2. GETTING NOTICED: SOCIAL MEDIA OPTIMIZATION A NEW CHAPTER OF SEO
    3. WHAT IS SOCIAL MEDIA OPTIMIZATION?
    4. TITLES
    5. DESCRIPTIONS
    6. TAGS
    7. CONTENT DISTRIBUTION
    8. LINKS
    9. LIKING: MICRO ACTS OF APPRECIATION YIELD MACRO IMPACTS
    10. NOTES
  18. Chapter 11: The New Media University 801
    1. ESTABLISHING A SYNDICATION NETWORK
    2. SYNDICATING SOCIAL OBJECTS: AN ILLUSTRATION
    3. CHANNELING ILLUSTRATION: AN ACTIVITY STREAM
    4. AGGREGATION: ASSEMBLING THE PIECES
    5. EXAMPLE OF ACTIVITY STREAM
    6. IN-NETWORK AGGREGATION
    7. SYNDICATION: WEBCASTING SOCIAL OBJECTS
    8. AUTOPOSTS AND SYNDICATION
    9. DON'T CROSS THE STREAMS
    10. DESTINATION UNKNOWN: DEFINING THE JOURNEY THROUGH YOUR EXPERIENCE
    11. NOTES
  19. Chapter 12: The New Media University 901
    1. ESTABLISHING AN ONLINE PRESENCE AND DEFINING THE BRAND PERSONA
    2. ONLINE PROFILES SPEAK VOLUMES ABOUT YOU AND YOUR BRAND
    3. MULTIPLE PERSONALITY DISORDER
    4. MULTIPLE PERSONALITY ORDER
    5. DISCOVERY AND ACTUALIZATION
    6. SHAPING THE BRAND PERSONA
    7. THE CENTER OF GRAVITY: CORE VALUES
    8. BRAND PILLARS
    9. BRAND CHARACTERISTICS
    10. PROMISE
    11. BRAND ASPIRATIONS
    12. OPPORTUNITIES
    13. CULTURE
    14. PERSONALITY
    15. NOTES
  20. Chapter 13: The New Media University 1001
    1. FROM INTROVERSION TO EXTROVERSION
    2. THE NOW WEB
    3. THE RISE OF THE STATUSPHERE
    4. NEWS NO LONGER BREAKS, IT TWEETS
    5. THE ATTENTION RUBICON
    6. CHANNELING OUR FOCUS: THE ATTENTION DASHBOARD
    7. THE SOCIAL EFFECT: THE FUTURE OF BRANDING AND WORD OF MOUTH MARKETING
    8. NOTES
  21. Chapter 14: The New Media University 1101
    1. IMPROVING THE SIGNAL-TO-NOISE RATIO
  22. Chapter 15: Fusing the Me in Social Media and the We in the Social Web
    1. CASTING A DIGITAL SHADOW: YOUR REPUTATION PRECEDES YOU
    2. DEFINING YOUR ONLINE PERSONA
    3. YOUR BRAND VERSUS THE BRANDS YOU REPRESENT
    4. MANAGING YOUR ONLINE REPUTATION
    5. WE ARE ALL BRAND MANAGERS
    6. NOTE
  23. Chapter 16: Learning and Experimentation Lead to Experience
    1. BECOMING THE EXPERT
    2. YOU'RE THE REAL THING
    3. WHEN POV BECOMES A POINT OF VALIDATION
    4. LET'S TALK ABOUT MEANINGFUL EXCHANGES
    5. WHO OWNS SOCIAL MEDIA?
    6. GETTING DOWN TO BUSINESS
  24. Chapter 17: Defining the Rules of Engagement
    1. INSIDE THE OUTSIDE: ASSESSING THREATS AND OPPORTUNITIES
    2. POLICIES AND GUIDELINES
    3. EXAMPLE GUIDELINES AND POLICIES
    4. THE LOUISIANA PURCHASE AND THE GREAT BRAND GRAB
    5. RULES OF ENGAGEMENT
    6. INTEL'S DIGITAL IQ PROGRAM
    7. WITH SOCIAL MEDIA COMES GREAT RESPONSIBILITY
    8. NOTES
  25. Chapter 18: The Conversation Prism
    1. I'M YOUR CUSTOMER … REMEMBER ME?
    2. THE VALUE CYCLE: YOU, ME, AND MUTUAL VALUE
    3. THE CONVERSATION PRISM
    4. THE ART AND SCIENCE OF LISTENING AND MONITORING
    5. LISTENERS MAKE THE BEST CONVERSATIONALISTS
    6. CHARTING A SOCIAL MAP
    7. CONVERSATION WORKFLOW
    8. TAKING CENTER STAGE
    9. LEVEL ONE: THE EPICENTER
    10. CHARTING THE COURSE
    11. ESTABLISHING A CONVERSATION INDEX
    12. THE COMMUNITY STARTS WITHIN
    13. NOTES
  26. Chapter 19: Unveiling the New Influencers
    1. WE ARE MEDIA
    2. BUILDING A BRIDGE BETWEEN BRANDS AND MARKETS
    3. ENGAGE WITH PURPOSE
    4. THE SHIFT FROM MONITORING TO ACTION
    5. X-RAY GLASSES AND BIONIC HEARING
    6. SEARCHING THE SOCIAL WEB
    7. NOTE
  27. Chapter 20: The Human Network
    1. BREATHING LIFE INTO THE HUMAN NETWORK
    2. THE HUMAN NETWORK: ALIVE AND CLICKING!
    3. VISUALIZING SOCIAL ORDER
    4. SOCIAL TECHNOGRAPHICS
    5. TENETS OF COMMUNITY BUILDING
    6. NOTES
  28. Chapter 21: The Social Marketing Compass
    1. THE CALM BEFORE THE STORM
    2. THE SOCIAL MARKETING COMPASS
    3. CREATING A PLAN: DEFINING THE FUTURE, NOW
    4. SOCIAL MEDIA PLAN OUTLINE 2
    5. NOTES
  29. Chapter 22: Facebook Is Your Home Page for the Social Web
    1. THE TOP 10 BRANDS BY POPULATION (ROUNDED OUT)
    2. THE STATE OF THE FACEBOOK
    3. IT'S NOT A FAN PAGE; IT'S A BRAND PAGE
    4. FROM E-COMMERCE TO F-COMMERCE
    5. FACEBOOK TABS ARE THE NEW WEB PAGES
    6. MADISON AVE. IS MOVING TO CALIFORNIA AVE.
  30. Chapter 23: Divide and Conquer
    1. SOCIAL MEDIA TAKES A COMMUNITY EFFORT
    2. DECENTRALIZATION AND CENTRALIZATION: ASSEMBLING AND CONDUCTING AN ORCHESTRA
    3. THE SOCIETY AND CULTURE OF BUSINESS
    4. MEETING OF THE MINDS: CONSENSUS AD IDEM
    5. OUTSIDE THE INSIDE: ESTABLISHING AN INSIDER PROGRAM
    6. EXAMPLE: NEW MEDIA BOARD OF ADVISORS
    7. EXAMPLE: INTERNAL TASK FORCE
    8. EXAMPLE: ORGANIZATIONAL TRANSFORMATION
    9. NEW ROLES AND RESPONSIBILITIES IN THE ERA OF EMERGING MEDIA
    10. NOTES
  31. Chapter 24: A Tale of Two Cities
    1. WEB 2.0 AND THE EVOLUTION OF CRM 2.0
    2. TWITTER AND SOCIAL NETWORKS USHER IN A NEW ERA OF RELATIONSHIPS
    3. WHEN THE S IN SCRM STANDS FOR SELF-SERVING
    4. VENDOR RELATIONSHIP MANAGEMENT (VRM)
    5. THE VALUE OF SOCIAL CUSTOMERS
    6. VRM + SCRM = SRM
    7. NO BRAND IS AN ISLAND
    8. SOCIAL BUSINESS TAKES A HUMAN TOUCH; NO, REALLY
    9. SOCIAL SCIENCE IS THE CENTER OF SOCIAL BUSINESS
    10. NOTES
  32. Chapter 25: We Earn the Relationships We Deserve
    1. EARNING THE THREE FS: FRIENDS, FANS, AND FOLLOWERS
    2. #HASHTAGS
    3. HASHTAGS: A PROACTIVE APPROACH
    4. OFFERS AND SPECIALS
    5. PAY PER TWEET
    6. NOTES
  33. Chapter 26: The New Media Scorecard
    1. THE DISPARITY BETWEEN SOCIAL MEDIA ADOPTION AND MEASUREMENT
    2. ROA: RETURN ON ACRONYMS
    3. THE ESSENTIAL GUIDE TO SOCIAL MEDIA: RESOURCES—PERSONNEL AND BUDGETS
    4. THE SOCIAL BAROMETER
    5. START WITH THE RESULTS, THEN WORK BACKWARD: DEFINING GOALS AND OBJECTIVES
    6. AUTHORITY: THE ABILITY TO GALVANIZE ACTION AND QUANTIFY IT
    7. THE CS OF MEASURING ACTION THROUGH COST
    8. THE ENGAGEMENT PHASE
    9. SHARE OF VOICE AND SHARE OF CONVERSATION
    10. COMPARATIVE DATA ANALYSIS
    11. NOTES
  34. Conclusion
    1. YOU ARE MORE INFLUENTIAL THAN YOU MAY REALIZE
  35. Appendix: 30-Day Listening Report
  36. Glossary
  37. Index