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Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web
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Format: Hardcover, 400pp.
Pub. Date: March 8, 2010
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Item No: 9780470571095
Description and Reviews
From The Publisher:
Social media has democratized influence, forever changing the way businesses communicate with customers and the way customers affect the decisions of their peers. With platforms like Twitter, YouTube, and Facebook, anyone can now find and connect with others who share similar interests, challenges, and beliefs—creating communities that shape and steer the perception of brands. Without engagement in these communities, we miss major opportunities to shape our marketing messages.
However, use of the tools does not guarantee that people will listen. Engagement is shaped by the interpretation of its intentions. In order for social media to mutually benefit you and your customers, you must engage them in meaningful and advantageous conversations, empowering them as true participants in your marketing and service efforts.
With Engage! as your guide, you can effectively compete in this new era of digital Darwinism while engendering the support of online champions. Social and participatory media significantly contribute to the success of every modern business, and with this book, you will find out how to:
There are thousands of customers waiting to hear from you about your business and vision. It's the minimum ante to create a vibrant and loyal online community. When you engage, you will build an authoritative social network that increases your visibility, relevance, influence, and profitability. It's time to Engage!
- Create a space in the online ecosystem that truly represents your business and cultivates your customers' loyalty and trust
- Participate in the unique culture of each available social media platform to engage your customers
- Establish an organizational structure that constantly targets the next new media trend
- Attract online champions and change agents who will uncover the social networks you need to reach and the influencers who will help build your reputation in the networked world
- Consistently adapt your company to market needs and trends based on the invaluable connections you forge and the empathy and insight you garner in the process
"It's no longer an era of business as usual. Executives and entrepreneurs must embrace new media in order to not only compete for the future, but for mind share, market share, and, ultimately, relevance. This book helps you engage. Without it, you're competing for second place."
—Mark Cuban, owner, Dallas Mavericks; investor; entrepreneur; and Chairman, HDNet
"Affinity is personal and emotional. Without personifying the company and what it symbolizes, it's difficult for customers to connect with your brand. The concepts from this book can help your brand engage in a way that inspires communities to extend your message, promise, and reach."
—Tony Hsieh, CEO, Zappos.com
"The power of the top-down, A-list influencer is winding down. Now brands must engage on a direct-to-many basis. Social media makes this possible, and Solis makes this happen. Read his book or be left in the dust."
—Guy Kawasaki, cofounder, Alltop
"Social media is changing everything about the way people relate socially, in commerce, and in politics. Engage gets you up to date regarding current trends and technology, and shows you how to build a serious social media strategy. It's the real deal."
—Craig Newmark, founder, Craigslist.com
"Before Solis, I was cluelessly competing in the attention economy of the twenty-first century. Solis's Engage provides me with the intellectual capital to build relevancy amidst our cacophonous culture. This book is worth its weight in attention—the digital gold of the twenty-first century."
—Andrew Keen, author of the international hit Cult of the Amateur: How Today's Internet Is Killing Our Culture
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About the Author
Brian Solis is globally recognized as one of the most original and most prominent thought leaders in social media. A digital analyst and visionary, Solis has influenced the effects of new media on the convergence of marketing, communications, and traditional media. He is Principal of FutureWorks, an award-winning New Media agency in Silicon Valley, and has led interactive and social programs for Fortune 500 companies, notable celebrities, and Web 2.0 startups. Brian's blog is ranked among the world's elite business and marketing blogs.
Table of Contents
|Introduction: Welcome to the Revolution |
|Part One: The New Reality of Marketing and Customer Service |
|1||The Social Media Manifesto: Engage or Die |
|2||The Case for Social Media, by the Numbers |
|Part Two: Forever Students of New Media |
|3||New Media University: Social Media 101 |
|4||New Media University: Social Media 201 |
|5||New Media University: Social Media 202 |
|6||New Media University: Social Media 203 |
|7||New Media University: Social Media 301 |
|8||New Media University: Social Media 302 |
|9||New Media University: Social Media 303 |
|10||New Media University: Social Media 401 |
|11||New Media University: Social Media 402 |
|12||New Media University: Social Media 403 |
|13||New Media University: MBA, Year One |
|14||New Media University: MBA, Year Two |
|Part Three: Brand Representative vs the Brand You|
|15||Managing the “Me” in Social Media and the “We” in the Social Web |
|16||Learning and Experimentation Lead to Experience|
|Part Four: We Are the Champions|
|17||Defining the Rules of Engagement|
|18||The Conversation Prism: Listeners Make the Best Conversationalists|
|19||Unveiling the New Influencers: We Are Media|
|Part Five: The Social Architect: Developing a Blueprint for New Marketing|
|20||The Human Network|
|21||Social Marketing Compass: Creating a Social Media Plan|
|22||Divide and Conquer: Building Marketing and Service Teams around Social Media Programs|
|Part Six: A Little Less Conversation, A Little More Action: Rising above the Noise|
|23||A Tale of Two Cities: Social CRM and Relationship Management|
|24||The Contrast between Earned and Paid: When Paying for Friends Makes Cents|
|25||The New Media Scorecard: Measuring Investment Returns|
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