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Section I: Overview
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Section I: Overview
by Brian Solis, Chris J. Snook, Travis Wright
Digital Sense
Cover
Title Page
Copyright
Dedication
Acknowledgments
Foreword
Preface: A Tale of Two “Tweeties”
The “Save Our Chiefs” Movement
Optus in Australia
The Genesis of This Book
Notes
Section I: Overview
Chapter 1: The Game at Speed
Why Your Organization Needs a Digital Sense DNA Layer
The Game Has Forever Been Changed
Bits of Knowledge
Who Is This Book For?
Note
Chapter 2: Influencers, Zombies, and Everything Between
The Rise of Digital Transformation
Attention and Trust
Influencers, Amplifiers, Motivatables, and Zombies
Notes
Section II: Building a Customer-Centric Organization
Chapter 3: Introducing the Experience Marketing Framework
The Framework to Ask Powerful Questions
The Experience Marketing Framework
Customer Experience Is the Battleground in a Digital World
Takeaways from Introducing the EMF
Notes
Chapter 4: The Insights Layer
The Customer Is the Main Thing
Customers, Competitors, and Forces
The Customer
The Importance of Persona and Customer Journey Mapping
Audience Development Exercise
Look Honestly at Your Competitive Landscape
The Customer Is the Asset
“Use the Force, Luke!”
The 6 Ds (Phases) as Classified by Peter Diamandis
Notes
Chapter 5: Mind over Organizational Matter
Mind and Brain Mechanics 101
Substance Is all Around Us. We Just Need the Thought.
The Stick-Person Explained
Understanding the Mind Using the Stick-Person Graphic
The Six Intellectual Faculties
What to Do When the Zombies Attack
Break through Your Comfort Zone
Nothing Stays the Same!
Notes
Chapter 6: The Vision Layer
The Vision Layer + Social Business
The Vision Layer Exercises
Customer Journeys
The Journey Map Touch Point Exercise
Scope
Takeaways from the Vision Layer
Notes
Chapter 7: The Success Layer
What Is a Social Business?
Begin with the End in Mind
Loops, Love, and ROI
Optimizing the Operational Loop
Audit 1: ROT Content Audit
Audit 2: Brand Guidelines Audit
Audit 3: Heuristic Audit
Good Governance Guidelines
Takeaways from the Success Layer
Notes
Section III: Social Business Strategies and Tactics
Chapter 8: Social Business Strategy for Marketing
Appropriate Campaign Goals
Content Marketing and Paid Media Amplification
Search Engine Optimization (SEO)
Key Determinants Impacting Your Organic Search Ranking
Enterprise Paid Search
Predictive Advertising Management
GEO Targeting and IP-Based Advertising
Notes
Chapter 9: Social Business Strategy for Sales
What Is Social Selling?
Why Is Social Selling Important?
Goals for Social Selling
Who Should Own Social Selling?
The Social Selling System
Social Selling Implementation
Social Selling Challenges
Account-Based Marketing (ABM)
Notes
Chapter 10: Social Business Strategy for Influencers and Employee Advocates
Influencer Marketing Tech Is Fragmented
Key Trend 1: Decline of Advertising Due to the Massive Increase in Ad Blockers Globally
Key Trend 2: Rise of Influencer Programs Is Leading to Greater Need for Efficiencies and Proving ROI
Key Trend 3: CMOs Are Driving the Budget Increase in Marketing Technology Spend
Key Trend 4: Four Critical Factors Are Fueling the Chaos in Influencer Marketing
The Five Categories of Influencer Marketing Tech
Influencer Marketing Platform “5 Capabilities” Model
The Influencer Marketing Manifesto
Community: Size and Type of Audience
Content: Format and Type
Channel: Social Networks and Sites
Credibility: Topical Relevancy
Chemistry: Brand-Influencer Fit
Controversy: Lack of Resonance and Transparency
Employee Advocacy
Employees Are the Most Credible Voices in Your Organization
Employee Advocacy Drives Sales
Who Is Doing Employee Advocacy Right?
Notes
Chapter 11: Social Business Strategy for HR
Social Recruiting
Use Social Media to Evaluate Cultural Fit
The New Face of Social Recruitment
Play Sherlock
Themes for Your Advertising
Notes
Chapter 12: Social Business Strategy for Customer Service
We All Want the Same Simple Pleasures
Social Media Triage
Audit Your CX Center of Excellence
Where to Begin?
Notes
Section IV: Data and Automation
Chapter 13: Designing Your Ultimate Marketing Stack
How to Build a Solid MarTech Stack
Bottoms Up
CRM
Marketing Automation
Tag Management
Analytics and Tracking: You Need to Track Your Performance, Ads, Technology, and Everything Else
Invest in Keeping Your Stack Open
Monitoring the MarTech Stack
MarTech That Drives Business Growth
Agile Is Your Savior
Marketing Technology Frameworks and the EMF
Always-On Assessment, Evaluation, and Adoption
No Single Platform Winner aka “Marketing Operating System”
Build, Buy, or Rent?
Mobile Marketing Technology Stacks
Drive Internal Buy-In and Stakeholder Influence by Measured ROI
Notes
Section V: Future-Proofing
Chapter 14: Building a Personal Brand, BRO
Business Relationship Optimization
Ass Kiss it Forward
ProSumerTribuDucers
Note
Chapter 15: Avoiding Obsolescence and the Road Ahead
Dead Ideas
Experts Evolve into Sensemakers!
Lifelong Learning as a Habit
5G, IOT, AI, VR, and Drones, Oh My!
The Fourth Industrial Revolution
Virtual Reality Mini-VRcations
Virtual Reality Masterminds and Uploadable Consciousness
5G Allows Minimal Latency
The Dark Side of Drones
5G Possibilities
Notes
About the Authors
Index
End User License Agreement
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Preface: A Tale of Two “Tweeties”
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Chapter 1: The Game at Speed
Section I
Overview
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