

Beschreibung
"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?..."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…