Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

by Brian Solis; Foreword by: Ashton Kutcher

• ISBN13: 9780470571095
• ISBN10: 0470571098
• Format: Hardcover
• Copyright: 2010-03-01
• Publisher: Wiley

Summary

What if you had an instruction manual for Social Media? Now you do. The Social Media Manifesto is the ultimate guide to branding and building your business in the era of the Social WebThe Social Media Manifesto thoroughly examines the social media landscape and how to effectively use it in business-one network and one tool at a time. The guide for branding your business in the era of the social web, this book leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. Both small businesses and Fortune 500 companies will increase visibility over their competition, build communities of loyal brand enthusiasts, and ultimately increase profits. Everything you need to know about social media marketing, starting with where you need to start and how to determine which social networks to participate in and why How to come up with effective ideas based on the proven examples of other peers and companies How to get buy-in from the team Ways to establish a supportive ecosystem for these new activities Specific advice for building a brand and communities in each network Direction in participating in each network in ways that benefit your personal and professional brands Keys to increasing revenue and inspiring action based on goals Defining and measuring ROI and adapting it to existing benchmarks and metrics, while defining new methods for measuring success over time Advice for creating new opportunities and marketing programs using lessons learned in social mediaThis is the first book that includes everything readers need to learn, begin, and accelerate effective social media programs. Readers will walk away with everything they need to know in order to turn the Social Web into a powerful tool for branding and building their businesses.

Table of Contents

Foreword	p. ix
Preface	p. xi
Introduction: Welcome to the Revolution	p. xiii
The New Reality of Marketing and Customer Service
The Social Media Manifesto: Engage or Die	p. 3
The Case for Socializing Media, by the Numbers	p. 17
Forever Students of New Media
The New Media University: Social Media 101	p. 33
The New Media University: Social Media 201	p. 40
The New Media University: Social Media 202	p. 52
The New Media University: Social Media 203	p. 62
The New Media University: Social Media 301	p. 73
The New Media University: Social Media 302	p. 82
The New Media University: Social Media 303	p. 95
The New Media University: Social Media 401	p. 104
The New Media University: Social Media 402	p. 113
The New Media University: Social Media 403	p. 128
The New Media University: MBA Program-First Year	p. 138
The New Media University: MBA Program-Second Year	p. 152
Brand Representative Versus the Brand You
Fusing the "Me" in Social Media and the "We" in the Social Web	p. 163
Learning and Experimentation Lead to Experience	p. 173
We are the Champions
Defining the Rules of Engagement	p. 181
The Conversation Prism: How to Listen	p. 206
Unveiling the New Influencers	p. 228
The Social Architect: Developing a Blueprint for New Marketing
The Human Network	p. 243
The Social Marketing Compass: Creating a Social Media Plan	p. 268
Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs	p. 281
A Little Less Conversation, a Little More Action: Rising Above the Noise
A Tale of Two Cities: Social CRM and Relationship Management	p. 297
The Contrast between Earned and Paid: When Paying for Friends Makes Cents	p. 312
The New Media Scorecard: Measuring Investment Returns	p. 321
Conclusion	p. 347
Glossary	p. 349
Notes	p. 357
Index	p. 371
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