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V. The Social Architect: Developing a Blueprint for New Marketing
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V. The Social Architect: Developing a Blueprint for New Marketing
by Ashton Kutcher, Brian Solis
Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web
Copyright
Foreword
Preface
Introduction: Welcome to the Revolution
I. The New Reality of Marketing and Customer Service
1. The Social Media Manifesto: Engage or Die
1.1. THE SOCIALIZATION OF MEDIA IS YEARS IN THE MAKING
1.2. THE FUTURE OF COMMUNICATIONS AND SERVICE IS ALREADY HERE
1.3. WE ARE THE CHAMPIONS, WE ARE NOT MESSENGERS
1.4. CONVERSATIONS HAPPEN WITH OR WITHOUT YOU
1.5. SOCIAL MEDIA IS ONE COMPONENT OF A BROADER COMMUNICATIONS AND MARKETING STRATEGY
1.6. BUILDING A BRIDGE BETWEEN YOU AND YOUR CUSTOMERS
1.7. BEING HUMAN VERSUS HUMANIZING YOUR STORY
1.8. SOCIAL SCIENCE IS NO LONGER AN ELECTIVE
1.9. ARE YOU LISTENING TO ME? PROVE IT
1.10. YOU ARE NOT ALONE
2. The Case for Socializing Media, by the Numbers
2.1. GETTING OUT OF THE INBOX AND INTO SOCIAL NETWORKS
2.2. BUDGETS REDIRECTED TO SOCIAL MEDIA
2.3. THIS IS JUST BUSINESS (B2C AND B2B): FORRESTER RESEARCH
2.4. MARKETINGSHERPA
2.5. FACEBOOK ADVERTISING TO SURPASS MYSPACE BY 2011
2.6. THE DECLINE OF TRADITIONAL ADVERTISING AND THE RISE OF "UNMARKETING"
2.7. PEOPLE INFLUENCE BUYING DECISIONS, ONLINE AND OFFLINE
2.8. THE WORLD'S BECOMING A MUCH SMALLER PLACE
2.9. NEW MEDIA IS A MOVING TARGET: HISTORY VERSUS SOCIOLOGY
2.10. THE DEMOCRATIZATION AND SOCIALIZATION OF BRANDED MEDIA
II. Forever Students of New Media
3. The New Media University: Social Media 101
3.1. INTEGRATED MARKETING: THE TOOLS
3.2. DEFINING SOCIAL MEDIA
3.3. WHEN WORDS LOSE THEIR MEANING
4. The New Media University: Social Media 201
4.1. BLOGS
4.2. BLOG EXAMPLE: SOUTHWEST AIRLINES AND DELL
4.3. PODCASTS
4.4. PODCAST EXAMPLES: FIDELITY INVESTMENTS AND SONY ERICSSON
4.5. WIKIS
4.6. WIKI EXAMPLE: ORACLE
4.7. VIRTUAL WORLDS
4.8. VIRTUAL WORLD EXAMPLE: IBM
5. The New Media University: Social Media 202
5.1. CROWD-SOURCED CONTENT COMMUNITIES
5.2. SOCIAL BOOKMARKING
5.3. SOCIAL BOOKMARKING EXAMPLE: ADOBE
5.4. SOCIAL CALENDARS AND EVENTS
5.5. LIVECASTING
5.6. EVENT LIVECASTING EXAMPLE: OFFICE 2.0 CONFERENCE
6. The New Media University: Social Media 203
6.1. IMAGES
6.2. IMAGES EXAMPLE: JETBLUE ON FLICKR AND THE AMERICAN RED CROSS
6.3. FORUMS/GROUPS
6.4. URL SHORTENERS
6.5. SOCIAL MEDIA RELEASE
6.6. SOCIAL MEDIA NEWSROOM
6.7. SOCIAL MEDIA NEWSROOM EXAMPLE: ANHEUSER BUSCH AB-EXTRAS
7. The New Media University: Social Media 301
7.1. SOCIAL MEDIA DASHBOARDS
7.2. SOCIAL NETWORKS
7.3. COMMENTS AND WALL POSTS
7.4. GROUPS
7.5. FAN PAGES
7.6. VIRTUAL GOODS
7.7. BRANDED/PURPOSE-DRIVEN SOCIAL NETWORKS
7.8. BRANDED SOCIAL NETWORK EXAMPLES: PANASONIC LIVING IN HD
8. The New Media University: Social Media 302
8.1. ACTIVITY FEEDS/LIFESTREAMS
8.2. MICROBLOGS, MICROCOMMUNITIES
8.3. TOP 10 MONETIZATION TRENDS FOR SOCIAL MEDIA AND MICROCOMMUNITIES
8.4. TIPS FOR TWITTER AND SOCIAL MEDIA FOR SOCIALLY SAVVY BUSINESSES
9. The New Media University: Social Media 303
9.1. GEO LOCATION/MOBILE NETWORKING
9.2. WIDGETS/APPLICATIONS
9.3. VIDEO BROADCAST NETWORKS
9.4. VIDEO EXAMPLE: HOME DEPOT
10. The New Media University: Social Media 401
10.1. SOCIAL OBJECTS
10.2. GETTING NOTICED: SOCIAL MEDIAOPTIMIZATION, THE NEW SEO
10.3. WHAT IS SOCIAL MEDIA OPTIMIZATION?
10.4. TITLES
10.5. DESCRIPTIONS
10.6. TAGS
10.7. CONTENT DISTRIBUTION
10.8. LINKS
10.9. LIKING: MICROACTS OF APPRECIATION YIELD MACRO IMPACTS
11. The New Media University: Social Media 402
11.1. ESTABLISHING A SYNDICATION NETWORK
11.2. SYNDICATING SOCIAL OBJECTS: AN ILLUSTRATION
11.3. CHANNELING ILLUSTRATION: AN ACTIVITY STREAM
11.4. AGGREGATION: ASSEMBLING THE PIECES
11.5. EXAMPLE OF ACTIVITY STREAM
11.6. IN-NETWORK AGGREGATION
11.7. SYNDICATION: WEBCASTING SOCIAL OBJECTS
11.8. AUTOPOSTS AND SYNDICATION
11.9. DON'T CROSS THE STREAMS
11.10. DESTINATION UNKNOWN: DEFINING THE JOURNEY THROUGH YOUR EXPERIENCE
11.11. BRAMBLE BERRY: A CASE STUDY
12. The New Media University: Social Media 403
12.1. ESTABLISHING AN ONLINE PRESENCE AND DEFINING THE BRAND PERSONA
12.2. ONLINE PROFILES SPEAK VOLUMES ABOUT YOU AND YOUR BRAND
12.3. MULTIPLE PERSONALITY DISORDER
12.4. MULTIPLE PERSONALITY ORDER
12.5. DISCOVERY AND ACTUALIZATION
12.6. SHAPING THE BRAND PERSONA
12.7. THE CENTER OF GRAVITY: CORE VALUES
12.8. BRAND PILLARS
12.9. BRAND CHARACTERISTICS
12.10. PROMISE
12.11. BRAND ASPIRATIONS
12.12. OPPORTUNITIES
12.13. CULTURE
12.14. PERSONALITY
13. The New Media University: MBA Program—First Year
13.1. FROM INTROVERSION TO EXTROVERSION
13.2. THE NOW WEB: NOW IS INDEED GONE
13.3. THE RISE OF THE STATUSPHERE
13.4. THE WIRE: WHEN EVERYDAY PEOPLE BREAK NEWS
13.5. THE ATTENTION RUBICON
13.6. CHANNELING OUR FOCUS: THE ATTENTION DASHBOARD
13.7. THE SOCIAL EFFECT: THE FUTURE OF COMMUNITY-GENERATED BRANDING AND WORD OF MOUTH MARKETING
14. The New Media University: MBA Program™Second Year
14.1. IMPROVING THE SIGNAL-TO-NOISE RATIO
14.2. UPGRADING EXPERIENCES AND INTERACTION THROUGH TOMORROW'S TECHNOLOGY, TODAY
14.3. WEB SQUARED AUGMENTS OUR REALITY OF WEB 2.0 AND SOCIAL MEDIA
III. Brand Representative versus the Brand You
15. Fusing the "Me" in Social Media and the "We" in the Social Web
15.1. CASTING A DIGITAL SHADOW&YOUR REPUTATION PRECEDES YOU
15.2. A RUDE AWAKENING
15.3. DEFINING YOUR ONLINE PERSONA
15.4. SOCIAL NETWORKS
15.5. NEWSFEEDS AND LIFESTREAMS
15.6. BLOGS
15.7. REPUTATION AND EXPERTISE AGGREGATION SERVICES
15.8. YOUR BRAND VERSUS THE BRANDS YOU REPRESENT
15.9. MANAGING YOUR ONLINE REPUTATION
15.10. WE ARE ALL BRAND MANAGERS
16. Learning and Experimentation Lead to Experience
16.1. BECOMING THE EXPERT
16.2. YOU'RE THE REAL THING
16.3. WHEN POV BECOMES A POINT OF VALIDATION
16.4. LET'S TALK ABOUT MEANINGFUL EXCHANGES
16.5. WHO OWNS SOCIAL MEDIA?
16.6. GETTING DOWN TO BUSINESS
IV. We Are the Champions
17. Defining the Rules of Engagement
17.1. INSIDE THE OUTSIDE: ASSESSING THREATS AND OPPORTUNITIES
17.2. POLICIES AND GUIDELINES
17.3. EXAMPLE GUIDELINES AND POLICIES
17.4. TOP 10 GUIDELINES FOR SOCIAL MEDIA PARTICIPATION
17.5. THE LOUISIANA PURCHASE AND THE GREAT BRAND LAND GRAB
17.6. RULES OF ENGAGEMENT
17.7. INTEL'S DIGITAL IQ PROGRAM
17.8. WITH SOCIAL MEDIA COMES GREAT RESPONSIBILITY
18. The Conversation Prism: How to Listen
18.1. I'M YOUR CUSTOMER...REMEMBER ME?
18.2. THE VALUE CYCLE: YOU, ME, AND MUTUAL VALUE
18.3. THE CONVERSATION PRISM
18.4. THE ART AND SCIENCE OF LISTENING AND MONITORING
18.5. LISTENERS MAKE THE BEST CONVERSATIONALISTS
18.6. CHARTING A SOCIAL MAP
18.7. CONVERSATION WORKFLOW
18.8. TAKING CENTER STAGE
18.9. LEVEL ONE: THE EPICENTER
18.10. CHARTING THE COURSE
18.11. ESTABLISHING A CONVERSATION INDEX
18.12. THE COMMUNITY STARTS WITHIN
18.13. ADAPT
19. Unveiling the New Influencers
19.1. WE ARE MEDIA
19.2. BUILDING A BRIDGE BETWEEN BRANDS AND MARKETS
19.3. ENGAGE WITH PURPOSE
19.4. THE SHIFT FROM MONITORING TO ACTION
19.5. X–RAY GLASSES AND BIONIC HEARING
19.6. SEARCHING THE SOCIAL WEB
V. The Social Architect: Developing a Blueprint for New Marketing
20. The Human Network
20.1. BREATHING LIFE INTO THE HUMAN NETWORK
20.2. THE HUMAN NETWORK: ALIVE AND CLICKING!
20.3. VISUALIZING SOCIAL ORDER
20.4. PARTICIPATION INEQUALITY
20.5. PARTICIPATION INEQUALITY AND THE LAWS OF PERCENTAGES
20.6. SOCIAL TECHNOGRAPHICS
20.7. TENETS OF COMMUNITY BUILDING
21. The Social Marketing Compass: Creating a Social Media Plan
21.1. THE CALM BEFORE THE STORM
21.2. THE SOCIAL MARKETING COMPASS
21.3. CREATING A PLAN: DEFINING THE FUTURE, NOW
21.4. SOCIAL MEDIA PLAN OUTLINE2
22. Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs
22.1. SOCIAL MEDIA TAKES A COMMUNITY EFFORT
22.2. FLUIDITY THROUGH DECENTRALIZATION AND CENTRALIZATION: ASSEMBLING AND CONDUCTING AN ORCHESTRA
22.3. THE SOCIETY AND CULTURE OF BUSINESS
22.4. MEETING OF THE MINDS: CONSENSUS AD IDEM
22.5. OUTSIDE THE INSIDE: ESTABLISHING AN INSIDER PROGRAM
22.6. EXAMPLE: NEW MEDIA BOARD OF ADVISORS
22.7. EXAMPLE: INTERNAL TASKFORCE
22.8. EXAMPLE: ORGANIZATIONAL TRANSFORMATION
22.9. NEW ROLES AND RESPONSIBILITIES IN THE ERA OF EMERGING MEDIA
VI. A Little Less Conversation, a Little More Action: Rising above the Noise
23. A Tale of Two Cities: Social CRM and Relationship Management
23.1. WEB 2.0 AND THE EVOLUTION OF CRM 2.0
23.2. TWITTER AND SOCIAL NETWORKS USHER IN A NEW ERA OF RELATIONSHIPS
23.3. WHEN THE "S" IN sCRM STANDS FOR SELF-SERVING
23.4. VENDOR RELATIONSHIP MANAGEMENT (VRM)
23.5. THE VALUE OF SOCIAL CUSTOMERS
23.6. VRM + sCRM = SRM
23.7. NO BRAND IS AN ISLAND
23.8. THE EVOLUTION OF RELATIONSHIPS IS JUST BEGINNING
24. The Contrast between Earned and Paid: When Paying for Friends Makes Cents
24.1. BUYING FOLLOWERS VERSUS EARNING FRIENDS
24.2. #HASHTAGS
24.3. HASHTAGS: A PROACTIVE APPROACH
24.4. OFFERS AND SPECIALS
24.5. PAY PER TWEET
24.6. BUYING FRIENDS AND FOLLOWERS
25. The New Media Scorecard: Measuring Investment Returns
25.1. THE DISPARITY BETWEEN SOCIAL MEDIA ADOPTION AND MEASUREMENT
25.2. ROA: RETURN ON ACRONYMS
25.3. THE ESSENTIAL GUIDE TO SOCIAL MEDIA: RESOURCES—PERSONNEL AND BUDGETS
25.4. THE SOCIAL BAROMETER
25.5. START WITH THE RESULTS, THEN WORK BACKWARD: DEFINING GOALS AND OBJECTIVES
25.6. AUTHORITY: THE ABILITY TO GALVANIZE ACTION AND QUANTIFY IT
25.7. THE Cs OF MEASURING ACTION THROUGH COST
25.8. THE ENGAGEMENT PHASE
25.9. THE RAZORFISH SOCIAL INFLUENCE SCORE
25.10. SHARE OF VOICE
25.11. COMPARATIVE DATA ANALYSIS
Conclusion
YOU ARE MORE INFLUENTIAL THAN YOU MAY REALIZE
Glossary
Notes
CHAPTER 1 THE SOCIAL MEDIA MANIFESTO: ENGAGE OR DIE
CHAPTER 2 THE CASE FOR SOCIAL MEDIA, BY THE NUMBERS
CHAPTER 4 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 201
CHAPTER 7 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 301
CHAPTER 8 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 302
CHAPTER 9 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 303
CHAPTER 10 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 401
CHAPTER 11 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 402
CHAPTER 12 NEW MEDIA UNIVERSITY: SOCIAL MEDIA 403
CHAPTER 13 NEW MEDIA UNIVERSITY: MBA PROGRAM—FIRST YEAR
CHAPTER 14 NEW MEDIA UNIVERSITY: MBA PROGRAM—SECOND YEAR
CHAPTER 15 FUSING THE "ME" IN SOCIAL MEDIAAND THE "WE" IN THE SOCIAL WEB
CHAPTER 17 DEFINING THE RULES OF ENGAGEMENT
CHAPTER 18 THE CONVERSATION PRISM: HOW TO LISTEN
CHAPTER 19 UNVEILING THE NEW INFLUENCERS
CHAPTER 20 THE HUMAN NETWORK
CHAPTER 21 SOCIAL MARKETING COMPASS: CREATING A SOCIAL MEDIA PLAN
CHAPTER 22 DIVIDE AND CONQUER: BUILDINGMARKETING AND SERVICE TEAMS AROUNDSOCIAL MEDIA PROGRAMS
CHAPTER 23 A TALE OF TWO CITIES: SOCIAL CRM AND RELATIONSHIP MANAGEMENT
CHAPTER 24 THE CONTRAST BETWEEN EARNED AND PAID: WHEN PAYING FOR FRIENDS MAKES CENTS
CHAPTER 25 THE NEW MEDIA SCORECARD: MEASURING INVESTMENT RETURNS
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Part V. The Social Architect: Developing a Blueprint for New Marketing
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