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: 9780470619698
• ISBN10: 0470619694
• Format: eBook
• Copyright: 2010-02-01
• Publisher: Wiley

Summary

Praise for Engage!"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

Table of Contents

Foreword

Preface

Introduction: Welcome to the Revolution

The New Reality of Marketing and Customer Service

The Social Media Manifesto: Engage or Die

The Case for Socializing Media, by the Numbers

Forever Students of New Media

The New Media University: Social Media 101

The New Media University: Social Media 201

The New Media University: Social Media 202

The New Media University: Social Media 203

The New Media University: Social Media 301

The New Media University: Social Media 302

The New Media University: Social Media 303

The New Media University: Social Media 401

The New Media University: Social Media 402

The New Media University: Social Media 403

The New Media University: MBA Program-First Year

The New Media University: MBA Program-Second Year

Brand Representative Versus The Brand You

Fusing the "Me" in Social Media and the "We" in the Social Web

Learning and Experimentation Lead to Experience

We Are The Champions

Defining the Rules of Engagement

The Conversation Prism: How to Listen

Unveiling the New Influencers

The Social Architect: Developing A Blueprint for New Marketing

The Human Network

The Social Marketing Compass: Creating a Social Media Plan

Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs

A Little Less Conversation, A Little More Action: Rising Above The Noise

A Tale of Two Cities: Social CRM and Relationship Management

The Contrast between Earned and Paid: When Paying for Friends Makes Cents

The New Media Scorecard: Measuring Investment Returns

Conclusion

Glossary

Notes

Index

Table of Contents provided by Publisher. All Rights Reserved.