Engage! : the complete guide for brands and businesses to build, cultivate, and measure success in the new web
"Social marketing revitalizes and empowers every facet of our workflow and its supporting ecosystem. Seeing the bigger picture and tying our knowledge to the valuable feedback from our communities will help us guide businesses towards visibility, profitability, relevance and ultimately customer loyalty"--Preface
1 online resource (xvi, 382 pages) : illustrations
9780470619698, 9780470619711, 9780470619704, 9786612548635, 0470619694, 0470619716, 0470619708, 6612548630
607555666
Foreword / Ashton Kutcher
Introduction: Welcome to the revolution
Part I. The new reality of marketing and customer service : The social media manifesto: engage or die
The case for socializing media, by the numbers
Part II. Forever students of new media : The new media university : Social media 101
Social media 201
Social media 202
Social media 203
Social media 301
Social media 302
Social media 303
Social media 401
Social media 402
Social media 403
The new media university : MBA program: first year
MBA program: second year
Part III. 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
Part IV. We are the champions : Defining the rules of engagement
The conversation prism: how to listen ; Unveiling the new influencers
Part V. 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
Part VI. 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