"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 fromyour 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? "--

Autorentext

BRIAN SOLIS is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on business, sales, and marketing. He is principal of FutureWorks, an award-winning business consultancy in San Francisco, and has led social programs and change management initiatives for Fortune 500 companies and Web 2.0 startups. His blog, BrianSolis.com, is among the world's leading business and marketing websites.

Inhalt

Foreword Ashton Kutcher xiii Preface xv

Introduction Welcome to the Revolution xvii

Chapter 1 The Social Media Manifesto 1

The Socialization of Media is Years in the Making 1

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 11

Notes 12

Chapter 2 Making the Case for Social Media: The Five Ws**+H+E 13**

The Rise of Unmarketing 13

People Influence Buying Decisions, Online and Offline 15

The Democratization and Socialization of Branded Media 15

Notes 17

Chapter 3 The New Media University 19

Integrated Marketing: The Tools 19

Defining Social Media 20

When Words Lose Their Meaning 21

Chapter 4 The New Media University 101: Blogs, Podcasts, and Livecasts 25

Blogs 26

Blog Example: Southwest Airlines and Dell 29

Podcasts 30

Podcast Examples: Fidelity Investments 31

Wikis 31

Wiki Example: Oracle 32

Notes 32

Chapter 5 The New Media University 201: Communities, Social Calendars, and Livecasting 33

Crowd-Sourced Content Communities 33

Social Calendars and Events 35

Livecasting 37

Chapter 6 The New Media University 301: Images and Multimedia 39

Images 39

Images Example: JetBlue and the American Red Cross on Flickr 40

Chapter 7 The New Media University 401: Dashboards, Social Networks, and Brands 43

Social Media Dashboards 43

Social Networks 46

Branded and Purpose-Driven Social Networks 47

Branded Social Network Examples: Panasonic Living in HD 48

Chapter 8 The New Media University 501: Microblogs, Monetization, and Twitter 51

Microblogs, Microcommunities 51

Top 10 Monetization Trends for Social Media and Microcommunities 52

Tips for Twitter and Social Media for Socially Savvy Businesses 53

Note 61

Chapter 9 The New Media University 601: Mobile Marketing and Video Broadcasting 63

Geo Location and Mobile Networking 63

Video Broadcast Networks 65

Video Example: Home Depot 69

Chapter 10 The New Media University 701: Social Media Optimization, SEO, and Content Distribution 71

Social Objects 71

Getting Noticed: Social Media Optimization a New Chapter of SEO 73

What is Social Media Optimization? 74

Titles 75

Descriptions 75

Tags 75

Content Distribution 76

Links 77

Liking: Micro Acts of Appreciation Yield Macro Impacts 78

Notes 79

Chapter 11 The New Media University 801: Syndication, Illustration, and Aggregation 81

Establishing a Syndication Network 81

Syndicating Social Objects: An Illustration 82

Channeling Illustration: An Activity Stream 83

Aggregation: Assembling the Pieces 84

Example of Activity Stream 85

In-Network Aggregation 86

Syndication: Webcasting Social Objects 87

Autoposts and Syndication 88

Don't Cross the Streams 88

Destination Unknown: Defining the Journey through Your Experience 89

Notes 95

Chapter 12 The New Media University 901: Brand Personality, Discovery, and Promise 97

Establishing an Online Presence and Defining the Brand Persona 97

Online Profiles Speak Volumes about You and Your Brand 98

Multiple Personality Disorder 99

Multiple Personality Order 99

Discovery and Actualization 101

Shaping the Brand Persona 102

The Center of Gravity: Core Values 103

Brand Pillars 104

Brand Characteristics 104

Promise 104

Brand Aspirations 105

Opportunities 105

Culture 105

Personality 106

Notes 106

Chapter 13 The New Media University 1001: Attention and Word of Mouth Marketing 107

From Introversion to Extroversion 107

The Now Web 108

The Rise of the Statusphere 109

News No Longer Breaks, It Tweets 110

The Attention Rubicon 111

Channeling Our Focus: The Attention Dashboard 114

The Social Effect: The Future of Branding and Word of Mouth Marketing 115

Notes 118

Chapter 14 The New Media University 1101: Social Landscape and Initiatives 119

Improving the Signal-to-Noise Ratio 119

Chapter 15 Fusing the Me in Social Media and the We in the Social Web 121

Casting a Digital Shadow: Your Reputation Precedes You 121

Defining Your Online Persona 123

Your Brand versus the Brands You Represent 123

Managing Your Online Reputation 124

We are all Brand Managers 125

Note 125

Chapter 16 Learning and Experimentation Lead to Experience 127

Becoming the Expert 127

You're the Real Thing 128

When POV Becomes a Point of Validation 129

Let's Talk About Meaningful Exchanges 129

Who Owns Social Media? 130

Getting Down to Business 131

Chapter 17 Defining the Rules of Engagement 133

Inside the Outside: Assessing Threats and Opportunities 134

Policies and Guidelines 136

Example Guidelines and Policies 141

The Louisiana Purchase and the Great Brand Grab 148

Rules of Engagement 150

Intel's Digital IQ Program 152

With Social Media Comes Great Responsibility 154

Notes 155

Chapter 18 The Conversation Prism 157

I'm Your Customer . . . Remember Me? 157

The Value Cycle: You, Me, and Mutual Value 159

The Conversation Prism 160

The Art and Science of Listening and Monitoring 164

Listeners Make the Best Conversationalists 165

Charting a Social Map 166

Conversation Workflow 167

Taking Center Stage 167

Level One: The Epicenter 168

Charting the Course 170

Establishing a Conversation Index 171

The Community Starts Within 171

Notes 178

Chapter 19 Unveiling the New Influencers 179

We are Media 179

Building a Bridge between Brands and Markets 180

Engage with Purpose 181

The Shift from Monitoring to Action 182

X-Ray Glasses and Bionic Hearing 184

Searching the Social Web 186

Note 190

Chapter 20 The Human Network 191

Breathing Life into the Hum…