You are previewing Recommend This!: Delivering Digital Experiences that People Want to Share.
O'Reilly logo
Recommend This!: Delivering Digital Experiences that People Want to Share

Book Description

Improving engagement with digital audiences is fast becoming a boardroom topic for many organizations. Digital marketers and communicators seeking to harness this newfound power are finding challenges in engaging digital audiences due to short attention spans, noisy channels, and rapidly changing consumer expectations. Recommend This! is an exploration into the digital consumer, and how their expectations are forcing marketers to re-think the way they interact and engage with audiences.

Key topics discussed in the book are:

  • Physical or digital, as humans we are driving to connect. Digital just makes it easier.

  • Storytelling, rather than broadcast messaging, helps marketers engage with their digital audiences.

  • Digital content must be personalized and relevant to receive attention, and more.

  • Table of Contents

    1. Cover
    2. Contents
    3. Title
    4. Copyright
    5. Foreword
    6. Acknowledgments
    7. Preface: Is Digital Marketing Dead?
    8. Introduction
    9. Chapter 1: Business as Usual Is Over . . . or Is It?
      1. Need
      2. History
      3. Curation
      4. Faces
      5. Stories
      6. Authenticity
      7. Consistency
      8. Credibility
      9. Helpfulness
      10. Avoiding the Pitfall
    10. Chapter 2: Digital Changes Everything
      1. Defining Digital
      2. Committed to Social
      3. Facebook
      4. Twitter
      5. Democratized Video
      6. Massive Mobile
      7. Dangerously Personal Data
      8. Developing Digital Communities
      9. So, Digital Doesn’t Really Change Anything . . . Except . . . Everything
      10. Helpful Hints
    11. Chapter 3: The Importance of Relationships
      1. The Limitations of Relationships
      2. The Components of a Real-World Relationship
      3. Relationship Killers: Geography, Time, and Attention
      4. Relationships in the Digital World
    12. Chapter 4: How We Connect in the Digital World
      1. What Is a Relationship Network?
      2. Is It Still Six Degrees?
      3. Can We Have More Relationships?
      4. The Magic of the Network
      5. Communication All the Time, Anytime
      6. Becoming the Center of Attention
      7. The Digital Universe Is All about You
      8. Our Online Selves
      9. Connecting the Dots
      10. The Relationship of Things
      11. Welcome to the Relationship Economy
      12. The Evolution of the “Buyer’s Journey”
      13. It’s the Buyer That’s Changed
      14. Four Distinct Relationship Types
      15. Relationship Types and Brands
      16. Understanding the Relationship Cycle
      17. Cycles, Pyramids, and Types
      18. Nirvana: Becoming Part of the Tribe
    13. Chapter 5: Measuring the Value of Relationships
      1. Relationship Energy
      2. Understanding the Relationship Network
      3. Relationship Value Equation
      4. The Relawatt Scale
      5. Calculating Relawatts
      6. Relawatts in Action
      7. The Impact of Relawatts on Marketing Strategy
    14. Chapter 6: Bridging Digital
    15. Chapter 7: Understanding Need
      1. Need and the Relationship Cycle
      2. Acknowledge That Not Everyone Wants the Same Relationship
      3. Context and Your Website
    16. Chapter 8: Developing History
      1. Overt History
      2. Covert History
      3. 1 + 1 = 3
      4. Patterns within Patterns
      5. The Context of History
      6. Personalization and Relevance
      7. Scale: Something We Can’t Get in the Analog World
      8. Summing It Up
      9. Helpful Takeaways
    17. Chapter 9: Offering Curation
      1. Why Is Digital Eating into Retail Sales?
      2. Our Affinity for Content
      3. When Content and Product Selection Collide
      4. Curation Proves Content Is Important
      5. Summing It Up
      6. Helpful Takeaways
    18. Chapter 10: Recognizing Faces
      1. Why Face-to-Face Is So Important (to business)
      2. Is There Any Trust in Digital?
      3. Online Video Is Growing Stupid Fast
      4. The Science behind Why We Like Video
      5. Video: The One-Two Punch for Businesses?
      6. Online Video as Your Gateway to Trust
      7. Building a Compelling Video Library
      8. Summing It Up
      9. Helpful Takeaways
    19. Chapter 11: Telling Stories
      1. The Guts of a Story
      2. The Science behind Storytelling
      3. Stories, Relationships, Emotion, and Business
      4. Connecting the Dots (Why Stories Are Important)
      5. What Makes a Story Good for Business?
      6. Telling a Better Story
      7. Coca-Cola: A Company That Gets Storytelling
      8. Summing It Up
      9. Helpful Takeaways
    20. Chapter 12: Being Authentic
      1. How We Communicate in the Real World
      2. What Is Authenticity?
      3. Trust: The Foundation of Authenticity
      4. The Importance of Authenticity
      5. Trust in the Digital World
      6. The Importance of Transparency
      7. Authenticity in the Digital World
      8. The “Domino Effect”
      9. Even Politicians Can Be Authentic
      10. Summing It Up
      11. Helpful Takeaways
    21. Chapter 13: Delivering Consistency
      1. Digital Experiences Are Really Real-World Experiences
      2. More Touchpoints = More Complexity
      3. The Role of Context
      4. Context Leads to Consistency
      5. Consistency Is about Assembling, Not Portraying
      6. Precision Marketing in the Age of Context
      7. Excellent Examples of Consistency
      8. Boloco
      9. Summing It Up
      10. Helpful Takeaways
    22. Chapter 14: Maintaining Credibility
      1. What Is Credibility?
      2. Four Types of Credibility
      3. Creating Credibility
      4. In the Digital World, Everybody Is an Expert
      5. What Is Content Marketing?
      6. Great Content = Digital Credibility
      7. Summing It Up
      8. Helpful Takeaways
    23. Chapter 15: Helpfulness
      1. A Planet of Helpful Associates
      2. Helpfulness in the Digital World
      3. The Impact of Digital on Marketing
      4. The Transition from Outbound to Inbound
      5. Inbound, Outbound, and the Buyer’s Journey
      6. The Principles of Helpfulness
      7. Helpfulness Drives Relationships
      8. Lowe’s: Helpful above All Else
      9. Summing It Up
      10. Helpful Takeaways
    24. Chapter 16: Nurturing Online Communities
      1. The Online Community as “Virtual Physical Presence”
      2. F5 DevCentral—A Community Example
      3. Negative Feedback (the Elephant in the Room)
      4. Building Trust at Scale
      5. Summing It Up
      6. Helpful Takeaways
    25. Chapter 17: Delivering the Promise
      1. Why Does Delivery Matter?
      2. Delivery from the Cloud (and Not Underneath Someone’s Desk)
      3. Reach, Scale, and Availability
      4. Devices Are Context, Too
      5. Improving the Delivery Experience
      6. Caching Objects
      7. Accelerating Dynamic Content
      8. Optimizing the Browser Experience
      9. Keeping a Watchful Eye (like Kevin)
      10. System Monitoring
      11. End-User Monitoring
      12. The Takeaway
    26. Chapter 18: Looking Forward
      1. The Fifth Platform
      2. The Future Is Actually Already Here
      3. Ogilvie’s: 2064
      4. A Roadmap for Transformation
      5. We Leave You with This
      6. Don’t Hide Your Love Away
    27. Index