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Return on Engagement

Book Description

Achieve the return on engagement that you seek with integrated strategies for honing and maintaining online relationships through personal interaction and compelling digital content. You get specific techniques for Web page optimization, credibility-based design, keyword targeting, viral video, content dissemination through RSS feeds, and more. Integral tools, such as content management systems, blog software, analytics, browser extensions and API's are also covered in great detail. Return on Engagement also gives you contextual descriptions of these tools and techniques that answer the important questions of how, when, where and, perhaps most importantly, why you should implement them. Arranged into four sections-Strategy, On-Site, Off-Site, and The Return-the book is a comprehensive resource for integrating these methods into your business and marketing workflow for concrete results. Return on Engagement includes:



* Detailed real-world examples of individuals and organizations that have implemented these techniques and reaped the benefits * Hands-on tutorials with screen grabs that cover how to use the digital marketing tools outlined in the book * Companion Web site (www.returnonengagement.net) offers code snippets, links, resources, RSS feeds, profiles, community interaction, a free bonus chapter, and more

Table of Contents

  1. Front Cover
  2. Half Title
  3. Title Page
  4. Copyright
  5. CONTENTS
  6. Preface
  7. Acknowledgments
  8. Part 1 STRATEGY
    1. Chapter 1 The Grand Plan
      1. Get Connected
      2. Create Great Content
      3. Make It Real, Keep It Real
      4. Stay Consistent
      5. Developing Your Strategy
      6. Strategy Elements
      7. The Return
    2. Chapter 2 On-Site Strategy
      1. Your Website Is Never Done—Ever
      2. Your Home, Your Castle
      3. Website Components
      4. Design Strategy
      5. Standards-Based Content
      6. Syndication Strategy
      7. Keyword Strategies
      8. Rich Media
      9. User-Generated Content
      10. Analytics Strategies
      11. Commitment Issues
      12. Conclusion
    3. Chapter 3 Off-Site Strategy
      1. Link Power
      2. Relationships
      3. Mind Your Media
      4. On Target
      5. Commitment Issues
      6. Monitoring and Metrics
      7. The Plan
      8. Conclusion
  9. Part 2 ON-SITE TECHNIQUES
    1. Chapter 4 Content
      1. General Content Guidelines
      2. Information Architecture
      3. Keywords
      4. Keyword Tools
      5. Content Approaches
      6. Tag, You’re It
      7. The Perfect Page
      8. Conclusion
    2. Chapter 5 Design
      1. Credibility-Based Design
      2. Design Considerations
      3. Conclusion
    3. Chapter 6 Content Management Systems
      1. CMS Explained
      2. CMS Examples
      3. Modular Expansion
      4. Server and Technology Considerations
      5. Installation
      6. Configuration
      7. CMS for SEO
      8. The Skinny on CMS Plug-Ins
      9. Blogs versus CMS: Which Is Better?
      10. Conclusion
    4. Chapter 7 Development
      1. Development Landscape
      2. Site Optimization
      3. Semantic Web
      4. APIs
      5. Widgets
      6. Conclusion
    5. Chapter 8 The Blog
      1. To Blog or Not to Blog?
      2. Blog versus CMS
      3. Blog Tools
      4. Hosted versus Nonhosted Solutions
      5. Setting Up a Blog
      6. Custom versus Plug-n-Play
      7. Extensibility
      8. Monitoring the Blogosphere
      9. Conclusion
    6. Chapter 9 Really Simple Syndication
      1. RSS Defined
      2. History
      3. RSS versus Atom
      4. Feeding Frenzy
      5. Burn Me
      6. RSS and Social Media
      7. Conclusion
    7. Chapter 10 Email Marketing
      1. Your Approach
      2. Spam
      3. Campaign Implementation
      4. Subscription Management
      5. Tracking Click-Throughs
      6. Conclusion
  10. Part 3 OFF-SITE TECHNIQUES
    1. Chapter 11 Social Media Overview
      1. Social Landscape
      2. Social Structures
      3. Account Management
      4. Social Tools
      5. Social Bookmarking
      6. Mobile Social
      7. What’s Next?
      8. Conclusion
    2. Chapter 12 Social Media Optimization
      1. SMO Defined
      2. Personal versus Professional versus Privacy
      3. Security
      4. User-Generated Content
      5. SMO Best Practices
      6. Tools
      7. Dressing Smart
      8. SMO in Action
      9. Conclusion
    3. Chapter 13 Web Video Production
      1. The Video Landscape
      2. Going Viral
      3. Production Techniques
      4. Conclusion
    4. Chapter 14 Video Sharing, Distribution, and Metadata
      1. Video Landscape Redux
      2. To Host or Not to Host?
      3. Distribution
      4. Custom Channels
      5. The Social Element
      6. Video Metadata
      7. Audio/Video + RSS = Podcast
      8. Conclusion
  11. Part 4 THE RETURN
    1. Chapter 15 Measurement
      1. Add Comment
      2. Alerts
      3. Site Analytics
      4. Blog Metrics
      5. Social Media Measurement
      6. Conclusion
    2. Chapter 16 Bringing It All Together: Book of Odds
      1. Introduction
      2. The Client
      3. The Project
      4. Strategy
      5. Design and Branding
      6. Targeting
      7. Monetization
      8. User Experience
      9. Content
      10. Stickiness and Conversion
      11. Rich Media
      12. Video
      13. Information Architecture
      14. Prototyping
      15. Content Management System
      16. Blog
      17. Alerts/Analytics and Site Performance
      18. SEO
      19. Email Marketing
      20. Social Media
      21. Mobile
      22. Conclusion
  12. Index