Engage!

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.

• Foreword Ashton Kutcher xiii Preface xvIntroduction Welcome to the Revolution xviiChapter 1 The Social Media Manifesto 1The Socialization of Media is Years in the Making 1The Future of Business is Already Here 3We are the Champions, We are not Messengers 4Conversations Happen with or without You 5Social Media is One Component of a BroaderCommunications and Marketing Strategy 6Building a Bridge between You and Your Customers 7Being Human versus Humanizing Your Story 8Social Science is no Longer an Elective 9You are not Alone 11Notes 12Chapter 2 Making the Case for Social Media: The Five Ws+H+E 13The Rise of Unmarketing 13People Influence Buying Decisions, Online and Offline 15The Democratization and Socialization of Branded Media 15Notes 17Chapter 3 The New Media University 19Integrated Marketing: The Tools 19Defining Social Media 20When Words Lose Their Meaning 21Chapter 4 The New Media University 101: Blogs, Podcasts, and Livecasts 25Blogs 26Blog Example: Southwest Airlines and Dell 29Podcasts 30Podcast Examples: Fidelity Investments 31Wikis 31Wiki Example: Oracle 32Notes 32Chapter 5 The New Media University 201: Communities, Social Calendars, and Livecasting 33Crowd-Sourced Content Communities 33Social Calendars and Events 35Livecasting 37Chapter 6 The New Media University 301: Images and Multimedia 39Images 39Images Example: JetBlue and the American Red Cross on Flickr 40Chapter 7 The New Media University 401: Dashboards, Social Networks, and Brands 43Social Media Dashboards 43Social Networks 46Branded and Purpose-Driven Social Networks 47Branded Social Network Examples: Panasonic Living in HD 48Chapter 8 The New Media University 501: Microblogs, Monetization, and Twitter 51Microblogs, Microcommunities 51Top 10 Monetization Trends for Social Media and Microcommunities 52Tips for Twitter and Social Media for Socially Savvy Businesses 53Note 61Chapter 9 The New Media University 601: Mobile Marketing and Video Broadcasting 63Geo Location and Mobile Networking 63Video Broadcast Networks 65Video Example: Home Depot 69Chapter 10 The New Media University 701: Social Media Optimization, SEO, and Content Distribution 71Social Objects 71Getting Noticed: Social Media Optimization a New Chapter of SEO 73What is Social Media Optimization? 74Titles 75Descriptions 75Tags 75Content Distribution 76Links 77Liking: Micro Acts of Appreciation Yield Macro Impacts 78Notes 79Chapter 11 The New Media University 801: Syndication, Illustration, and Aggregation 81Establishing a Syndication Network 81Syndicating Social Objects: An Illustration 82Channeling Illustration: An Activity Stream 83Aggregation: Assembling the Pieces 84Example of Activity Stream 85In-Network Aggregation 86Syndication: Webcasting Social Objects 87Autoposts and Syndication 88Don’t Cross the Streams 88Destination Unknown: Defining the Journey through Your Experience 89Notes 95Chapter 12 The New Media University 901: Brand Personality, Discovery, and Promise 97Establishing an Online Presence and Defining the Brand Persona 97Online Profiles Speak Volumes about You and Your Brand 98Multiple Personality Disorder 99Multiple Personality Order 99Discovery and Actualization 101Shaping the Brand Persona 102The Center of Gravity: Core Values 103Brand Pillars 104Brand Characteristics 104Promise 104Brand Aspirations 105Opportunities 105Culture 105Personality 106Notes 106Chapter 13 The New Media University 1001: Attention and Word of Mouth Marketing 107From Introversion to Extroversion 107The Now Web 108The Rise of the Statusphere 109News No Longer Breaks, It Tweets 110The Attention Rubicon 111Channeling Our Focus: The Attention Dashboard 114The Social Effect: The Future of Branding and Word of Mouth Marketing 115Notes 118Chapter 14 The New Media University 1101: Social Landscape and Initiatives 119Improving the Signal-to-Noise Ratio 119Chapter 15 Fusing the Me in Social Media and the We in the Social Web 121Casting a Digital Shadow: Your Reputation Precedes You 121Defining Your Online Persona 123Your Brand versus the Brands You Represent 123Managing Your Online Reputation 124We are all Brand Managers 125Note 125Chapter 16 Learning and Experimentation Lead to Experience 127Becoming the Expert 127You’re the Real Thing 128When POV Becomes a Point of Validation 129Let’s Talk About Meaningful Exchanges 129Who Owns Social Media? 130Getting Down to Business 131Chapter 17 Defining the Rules of Engagement 133Inside the Outside: Assessing Threats and Opportunities 134Policies and Guidelines 136Example Guidelines and Policies 141The Louisiana Purchase and the Great Brand Grab 148Rules of Engagement 150Intel’s Digital IQ Program 152With Social Media Comes Great Responsibility 154Notes 155Chapter 18 The Conversation Prism 157I’m Your Customer . . . Remember Me? 157The Value Cycle: You, Me, and Mutual Value 159The Conversation Prism 160The Art and Science of Listening and Monitoring 164Listeners Make the Best Conversationalists 165Charting a Social Map 166Conversation Workflow 167Taking Center Stage 167Level One: The Epicenter 168Charting the Course 170Establishing a Conversation Index 171The Community Starts Within 171Notes 178Chapter 19 Unveiling the New Influencers 179We are Media 179Building a Bridge between Brands and Markets 180Engage with Purpose 181The Shift from Monitoring to Action 182X-Ray Glasses and Bionic Hearing 184Searching the Social Web 186Note 190Chapter 20 The Human Network 191Breathing Life into the Human Network 191The Human Network: Alive and Clicking! 192Visualizing Social Order 197Social Technographics 197Tenets of Community Building 199Notes 206Chapter 21 The Social Marketing Compass 209The Calm before the Storm 209The Social Marketing Compass 210Creating a Plan: Defining the Future, Now 215Social Media Plan Outline 216Notes 220Chapter 22 Facebook is Your Home Page for the Social Web 221The Top 10 Brands by Population (Rounded Out) 221The State of the Facebook 222It’s Not a Fan Page; It’s a Brand Page 223From E-Commerce to F-Commerce 224Facebook Tabs Are the New Web Pages 226Madison Ave. is Moving to California Ave. 227Chapter 23 Divide and Conquer 229Social Media Takes a Community Effort 229Decentralization and Centralization: Assembling and Conducting an Orchestra 230The Society and Culture of Business 231Meeting of the Minds: Consensus ad Idem 231Outside the Inside: Establishing an Insider Program 232Example: New Media Board of Advisors 233Example: Internal Task Force 236Example: Organizational Transformation 238New Roles and Responsibilities in the Era of Emerging Media 240Notes 242Chapter 24 A Tale of Two Cities 245Web 2.0 and the Evolution of CRM 2.0 245Twitter and Social Networks Usher in a New Era of Relationships 247When the S in SCRM Stands for SELF-SERVING 250Vendor Relationship Management (VRM) 252The Value of Social Customers 253VRM + SCRM = SRM 254No Brand is an Island 256Social Business Takes a Human Touch; No, Really 256Social Science is the Center of Social Business 259Notes 260Chapter 25 We Earn the Relationships We Deserve 263Earning the Three FS: Friends, Fans, and Followers 263# Hashtags 264Hashtags: A Proactive Approach 265Offers and Specials 266Pay per Tweet 267Notes 269Chapter 26 The New Media Scorecard 271The Disparity between Social Media Adoption and Measurement 272ROA: Return on Acronyms 272The Essential Guide to Social Media: Resources—Personnel and Budgets 274The Social Barometer 275Start with the Results, then Work Backward: Defining Goals and Objectives 276Authority: The Ability to Galvanize Action and Quantify It 281The CS of Measuring Action through Cost 285The Engagement Phase 287Share of Voice and Share of Conversation 290Comparative Data Analysis 291Notes 292Conclusion You Are More Influential than You May Realize 295Appendix 30-Day Listening Report: A Template for Capturing and Presenting Social Media Activity 297Glossary 300Index 307

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