{"product_id":"engage-isbn-9781118003763","title":"Engage!","description":"\u003cb\u003eThe ultimate guide to branding and building your business in the era of the Social Web—revised and updated with a Foreword by Ashton Kutcher\u003c\/b\u003e  \u003cp\u003eEngage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business—one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. The result is the ability to increase visibility, build communities of loyal brand enthusiasts, and increase profits.\u003c\/p\u003e \u003cp\u003eCovering everything you need to know about social media marketing and the rise of the new social consumer, Engage! shows you how to create effective strategies based on proven examples and earn buy-in from your marketing teams. Even better, you'll learn how to measure success and ROI.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIntroduces you to the psychology, behavior, and influence of the new social consumer\u003c\/li\u003e \u003cli\u003eShows how to define and measure the success of your social media campaigns for the short and long term\u003c\/li\u003e \u003cli\u003eFeatures an inspiring Foreword by actor Ashton Kutcher, who has more than 5 million followers on Twitter\u003c\/li\u003e \u003cli\u003eRevised paperback edition brings the book completely up to date to stay ahead of the lightning fast world of social media\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eToday, no business can afford to ignore the social media revolution. If you're not using social media to reach out to your customers and the people who influence them, who is?\u003c\/p\u003e  Foreword Ashton Kutcher xiii  \u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003eIntroduction Welcome to the Revolution xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Social Media Manifesto 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Socialization of Media is Years in the Making 1\u003c\/p\u003e \u003cp\u003eThe Future of Business is Already Here 3\u003c\/p\u003e \u003cp\u003eWe are the Champions, We are not Messengers 4\u003c\/p\u003e \u003cp\u003eConversations Happen with or without You 5\u003c\/p\u003e \u003cp\u003eSocial Media is One Component of a Broader\u003c\/p\u003e \u003cp\u003eCommunications and Marketing Strategy 6\u003c\/p\u003e \u003cp\u003eBuilding a Bridge between You and Your Customers 7\u003c\/p\u003e \u003cp\u003eBeing Human versus Humanizing Your Story 8\u003c\/p\u003e \u003cp\u003eSocial Science is no Longer an Elective 9\u003c\/p\u003e \u003cp\u003eYou are not Alone 11\u003c\/p\u003e \u003cp\u003eNotes 12\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Making the Case for Social Media: The Five Ws\u003c\/b\u003e\u003cb\u003e+H+E 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Rise of \u003ci\u003eUnmarketing\u003c\/i\u003e 13\u003c\/p\u003e \u003cp\u003ePeople Influence Buying Decisions, Online and Offline 15\u003c\/p\u003e \u003cp\u003eThe Democratization and Socialization of Branded Media 15\u003c\/p\u003e \u003cp\u003eNotes 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The New Media University 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntegrated Marketing: The Tools 19\u003c\/p\u003e \u003cp\u003eDefining Social Media 20\u003c\/p\u003e \u003cp\u003eWhen Words Lose Their Meaning 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 The New Media University 101: Blogs, Podcasts, and Livecasts 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBlogs 26\u003c\/p\u003e \u003cp\u003eBlog Example: Southwest Airlines and Dell 29\u003c\/p\u003e \u003cp\u003ePodcasts 30\u003c\/p\u003e \u003cp\u003ePodcast Examples: Fidelity Investments 31\u003c\/p\u003e \u003cp\u003eWikis 31\u003c\/p\u003e \u003cp\u003eWiki Example: Oracle 32\u003c\/p\u003e \u003cp\u003eNotes 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 The New Media University 201: Communities, Social Calendars, and Livecasting 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCrowd-Sourced Content Communities 33\u003c\/p\u003e \u003cp\u003eSocial Calendars and Events 35\u003c\/p\u003e \u003cp\u003eLivecasting 37\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 The New Media University 301: Images and Multimedia 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eImages 39\u003c\/p\u003e \u003cp\u003eImages Example: JetBlue and the American Red Cross on Flickr 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 The New Media University 401: Dashboards, Social Networks, and Brands 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Media Dashboards 43\u003c\/p\u003e \u003cp\u003eSocial Networks 46\u003c\/p\u003e \u003cp\u003eBranded and Purpose-Driven Social Networks 47\u003c\/p\u003e \u003cp\u003eBranded Social Network Examples: Panasonic Living in HD 48\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 The New Media University 501: Microblogs, Monetization, and Twitter 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMicroblogs, Microcommunities 51\u003c\/p\u003e \u003cp\u003eTop 10 Monetization Trends for Social Media and Microcommunities 52\u003c\/p\u003e \u003cp\u003eTips for Twitter and Social Media for Socially Savvy Businesses 53\u003c\/p\u003e \u003cp\u003eNote 61\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 The New Media University 601: Mobile Marketing and Video Broadcasting 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGeo Location and Mobile Networking 63\u003c\/p\u003e \u003cp\u003eVideo Broadcast Networks 65\u003c\/p\u003e \u003cp\u003eVideo Example: Home Depot 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 The New Media University 701: Social Media Optimization, SEO, and Content Distribution 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Objects 71\u003c\/p\u003e \u003cp\u003eGetting Noticed: Social Media Optimization a New Chapter of SEO 73\u003c\/p\u003e \u003cp\u003eWhat is Social Media Optimization? 74\u003c\/p\u003e \u003cp\u003eTitles 75\u003c\/p\u003e \u003cp\u003eDescriptions 75\u003c\/p\u003e \u003cp\u003eTags 75\u003c\/p\u003e \u003cp\u003eContent Distribution 76\u003c\/p\u003e \u003cp\u003eLinks 77\u003c\/p\u003e \u003cp\u003eLiking: Micro Acts of Appreciation Yield Macro Impacts 78\u003c\/p\u003e \u003cp\u003eNotes 79\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 The New Media University 801: Syndication, Illustration, and Aggregation 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEstablishing a Syndication Network 81\u003c\/p\u003e \u003cp\u003eSyndicating Social Objects: An Illustration 82\u003c\/p\u003e \u003cp\u003eChanneling Illustration: An Activity Stream 83\u003c\/p\u003e \u003cp\u003eAggregation: Assembling the Pieces 84\u003c\/p\u003e \u003cp\u003eExample of Activity Stream 85\u003c\/p\u003e \u003cp\u003eIn-Network Aggregation 86\u003c\/p\u003e \u003cp\u003eSyndication: Webcasting Social Objects 87\u003c\/p\u003e \u003cp\u003eAutoposts and Syndication 88\u003c\/p\u003e \u003cp\u003eDon’t Cross the Streams 88\u003c\/p\u003e \u003cp\u003eDestination Unknown: Defining the Journey through Your Experience 89\u003c\/p\u003e \u003cp\u003eNotes 95\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 The New Media University 901: Brand Personality, Discovery, and Promise 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEstablishing an Online Presence and Defining the Brand Persona 97\u003c\/p\u003e \u003cp\u003eOnline Profiles Speak Volumes about You and Your Brand 98\u003c\/p\u003e \u003cp\u003eMultiple Personality Disorder 99\u003c\/p\u003e \u003cp\u003eMultiple Personality Order 99\u003c\/p\u003e \u003cp\u003eDiscovery and Actualization 101\u003c\/p\u003e \u003cp\u003eShaping the Brand Persona 102\u003c\/p\u003e \u003cp\u003eThe Center of Gravity: Core Values 103\u003c\/p\u003e \u003cp\u003eBrand Pillars 104\u003c\/p\u003e \u003cp\u003eBrand Characteristics 104\u003c\/p\u003e \u003cp\u003ePromise 104\u003c\/p\u003e \u003cp\u003eBrand Aspirations 105\u003c\/p\u003e \u003cp\u003eOpportunities 105\u003c\/p\u003e \u003cp\u003eCulture 105\u003c\/p\u003e \u003cp\u003ePersonality 106\u003c\/p\u003e \u003cp\u003eNotes 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 The New Media University 1001: Attention and Word of Mouth Marketing 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrom Introversion to Extroversion 107\u003c\/p\u003e \u003cp\u003eThe Now Web 108\u003c\/p\u003e \u003cp\u003eThe Rise of the Statusphere 109\u003c\/p\u003e \u003cp\u003eNews No Longer Breaks, It Tweets 110\u003c\/p\u003e \u003cp\u003eThe Attention Rubicon 111\u003c\/p\u003e \u003cp\u003eChanneling Our Focus: The Attention Dashboard 114\u003c\/p\u003e \u003cp\u003eThe Social Effect: The Future of Branding and Word of Mouth Marketing 115\u003c\/p\u003e \u003cp\u003eNotes 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 The New Media University 1101: Social Landscape and Initiatives 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eImproving the Signal-to-Noise Ratio 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Fusing the Me in Social Media and the We in the Social Web 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCasting a Digital Shadow: Your Reputation Precedes You 121\u003c\/p\u003e \u003cp\u003eDefining Your Online Persona 123\u003c\/p\u003e \u003cp\u003eYour Brand versus the Brands You Represent 123\u003c\/p\u003e \u003cp\u003eManaging Your Online Reputation 124\u003c\/p\u003e \u003cp\u003eWe are all Brand Managers 125\u003c\/p\u003e \u003cp\u003eNote 125\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Learning and Experimentation Lead to Experience 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBecoming the Expert 127\u003c\/p\u003e \u003cp\u003eYou’re the Real Thing 128\u003c\/p\u003e \u003cp\u003eWhen POV Becomes a Point of Validation 129\u003c\/p\u003e \u003cp\u003eLet’s Talk About Meaningful Exchanges 129\u003c\/p\u003e \u003cp\u003eWho Owns Social Media? 130\u003c\/p\u003e \u003cp\u003eGetting Down to Business 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17 Defining the Rules of Engagement 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInside the Outside: Assessing Threats and Opportunities 134\u003c\/p\u003e \u003cp\u003ePolicies and Guidelines 136\u003c\/p\u003e \u003cp\u003eExample Guidelines and Policies 141\u003c\/p\u003e \u003cp\u003eThe Louisiana Purchase and the Great Brand Grab 148\u003c\/p\u003e \u003cp\u003eRules of Engagement 150\u003c\/p\u003e \u003cp\u003eIntel’s Digital IQ Program 152\u003c\/p\u003e \u003cp\u003eWith Social Media Comes Great Responsibility 154\u003c\/p\u003e \u003cp\u003eNotes 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18 The Conversation Prism 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eI’m Your Customer . . . Remember Me? 157\u003c\/p\u003e \u003cp\u003eThe Value Cycle: You, Me, and Mutual Value 159\u003c\/p\u003e \u003cp\u003eThe Conversation Prism 160\u003c\/p\u003e \u003cp\u003eThe Art and Science of Listening and Monitoring 164\u003c\/p\u003e \u003cp\u003eListeners Make the Best Conversationalists 165\u003c\/p\u003e \u003cp\u003eCharting a Social Map 166\u003c\/p\u003e \u003cp\u003eConversation Workflow 167\u003c\/p\u003e \u003cp\u003eTaking Center Stage 167\u003c\/p\u003e \u003cp\u003eLevel One: The Epicenter 168\u003c\/p\u003e \u003cp\u003eCharting the Course 170\u003c\/p\u003e \u003cp\u003eEstablishing a Conversation Index 171\u003c\/p\u003e \u003cp\u003eThe Community Starts Within 171\u003c\/p\u003e \u003cp\u003eNotes 178\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19 Unveiling the New Influencers 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWe are Media 179\u003c\/p\u003e \u003cp\u003eBuilding a Bridge between Brands and Markets 180\u003c\/p\u003e \u003cp\u003eEngage with Purpose 181\u003c\/p\u003e \u003cp\u003eThe Shift from Monitoring to Action 182\u003c\/p\u003e \u003cp\u003eX-Ray Glasses and Bionic Hearing 184\u003c\/p\u003e \u003cp\u003eSearching the Social Web 186\u003c\/p\u003e \u003cp\u003eNote 190\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20 The Human Network 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBreathing Life into the Human Network 191\u003c\/p\u003e \u003cp\u003eThe Human Network: Alive and Clicking! 192\u003c\/p\u003e \u003cp\u003eVisualizing Social Order 197\u003c\/p\u003e \u003cp\u003eSocial Technographics 197\u003c\/p\u003e \u003cp\u003eTenets of Community Building 199\u003c\/p\u003e \u003cp\u003eNotes 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21 The Social Marketing Compass 209\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Calm before the Storm 209\u003c\/p\u003e \u003cp\u003eThe Social Marketing Compass 210\u003c\/p\u003e \u003cp\u003eCreating a Plan: Defining the Future, Now 215\u003c\/p\u003e \u003cp\u003eSocial Media Plan Outline 216\u003c\/p\u003e \u003cp\u003eNotes 220\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 22 Facebook is Your Home Page for the Social Web 221\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Top 10 Brands by Population (Rounded Out) 221\u003c\/p\u003e \u003cp\u003eThe State of the Facebook 222\u003c\/p\u003e \u003cp\u003eIt’s Not a Fan Page; It’s a Brand Page 223\u003c\/p\u003e \u003cp\u003eFrom E-Commerce to F-Commerce 224\u003c\/p\u003e \u003cp\u003eFacebook Tabs Are the New Web Pages 226\u003c\/p\u003e \u003cp\u003eMadison Ave. is Moving to California Ave. 227\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 23 Divide and Conquer 229\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Media Takes a Community Effort 229\u003c\/p\u003e \u003cp\u003eDecentralization and Centralization: Assembling and Conducting an Orchestra 230\u003c\/p\u003e \u003cp\u003eThe Society and Culture of Business 231\u003c\/p\u003e \u003cp\u003eMeeting of the Minds: Consensus ad Idem 231\u003c\/p\u003e \u003cp\u003eOutside the Inside: Establishing an Insider Program 232\u003c\/p\u003e \u003cp\u003eExample: New Media Board of Advisors 233\u003c\/p\u003e \u003cp\u003eExample: Internal Task Force 236\u003c\/p\u003e \u003cp\u003eExample: Organizational Transformation 238\u003c\/p\u003e \u003cp\u003eNew Roles and Responsibilities in the Era of Emerging Media 240\u003c\/p\u003e \u003cp\u003eNotes 242\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 24 A Tale of Two Cities 245\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeb 2.0 and the Evolution of CRM 2.0 245\u003c\/p\u003e \u003cp\u003eTwitter and Social Networks Usher in a New Era of Relationships 247\u003c\/p\u003e \u003cp\u003eWhen the \u003ci\u003eS\u003c\/i\u003e in SCRM Stands for \u003ci\u003eSELF-SERVING\u003c\/i\u003e 250\u003c\/p\u003e \u003cp\u003eVendor Relationship Management (VRM) 252\u003c\/p\u003e \u003cp\u003eThe Value of Social Customers 253\u003c\/p\u003e \u003cp\u003eVRM + SCRM = SRM 254\u003c\/p\u003e \u003cp\u003eNo Brand is an Island 256\u003c\/p\u003e \u003cp\u003eSocial Business Takes a Human Touch; No, Really 256\u003c\/p\u003e \u003cp\u003eSocial Science is the Center of Social Business 259\u003c\/p\u003e \u003cp\u003eNotes 260\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 25 We Earn the Relationships We Deserve 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEarning the Three FS: Friends, Fans, and Followers 263\u003c\/p\u003e \u003cp\u003e# Hashtags 264\u003c\/p\u003e \u003cp\u003eHashtags: A Proactive Approach 265\u003c\/p\u003e \u003cp\u003eOffers and Specials 266\u003c\/p\u003e \u003cp\u003ePay per Tweet 267\u003c\/p\u003e \u003cp\u003eNotes 269\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 26 The New Media Scorecard 271\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Disparity between Social Media Adoption and Measurement 272\u003c\/p\u003e \u003cp\u003eROA: Return on Acronyms 272\u003c\/p\u003e \u003cp\u003eThe Essential Guide to Social Media: Resources—Personnel and Budgets 274\u003c\/p\u003e \u003cp\u003eThe Social Barometer 275\u003c\/p\u003e \u003cp\u003eStart with the Results, then Work Backward: Defining Goals and Objectives 276\u003c\/p\u003e \u003cp\u003eAuthority: The Ability to Galvanize Action and Quantify It 281\u003c\/p\u003e \u003cp\u003eThe CS of Measuring Action through Cost 285\u003c\/p\u003e \u003cp\u003eThe Engagement Phase 287\u003c\/p\u003e \u003cp\u003eShare of Voice and Share of Conversation 290\u003c\/p\u003e \u003cp\u003eComparative Data Analysis 291\u003c\/p\u003e \u003cp\u003eNotes 292\u003c\/p\u003e \u003cp\u003eConclusion You Are More Influential than You May Realize 295\u003c\/p\u003e \u003cp\u003eAppendix 30-Day Listening Report: A Template for Capturing and Presenting Social Media Activity 297\u003c\/p\u003e \u003cp\u003eGlossary 300\u003c\/p\u003e \u003cp\u003eIndex 307\u003c\/p\u003e \u003cb\u003eBRIAN SOLIS\u003c\/b\u003e is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on business, sales, and marketing. He is principal of FutureWorks, an award-winning business consultancy in San Francisco, and has led social programs and change management initiatives for Fortune 500 companies and Web 2.0 startups. His blog, BrianSolis.com, is among the world's leading business and marketing websites.  \u003cb\u003eThe ultimate guide to branding and building your business in the era of the Social Web\u003c\/b\u003e  \u003cp\u003e\"The road from where you are to your business' future is neither paved nor marked. It's yours to discover, and this book is your compass to leadership.\"\u003cbr\u003e —\u003cb\u003ePeter Guber\u003c\/b\u003e, CEO, Mandalay Entertainment Group\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —\u003cb\u003eTony Hsieh\u003c\/b\u003e, CEO, Zappos.com\u003c\/p\u003e \u003cp\u003eSocial media has forever changed the way businesses and customers communicate and also the way customers make their decisions. With networks like Twitter, YouTube, and Facebook, anyone can now find and connect with others who share similar interests and goals—creating communities that shape the perception of brands.\u003c\/p\u003e \u003cp\u003eEngage! tells you how to reach customers where they go for information and how to build valuable relationships that will also shape the future of your business. This revised paperback edition, with a Foreword by Ashton Kutcher, dubbed \"Mr. Social\" by Fast Company magazine, describes the steps required for conceptualizing, implementing, managing, and measuring a social media program.\u003c\/p\u003e \u003cp\u003eWith this book, you will find out how to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e \u003cp\u003eCreate a welcoming online space that cultivates your customers' loyalty and trust\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eAttract online champions and influencers who will help build your reputation and increase attention\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eUnderstand and adapt to market needs based on the insights you gain from engagement\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eMeasure your success and ROI\u003c\/p\u003e \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eYour customers are waiting to hear from you.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989135048933,"sku":"NP9781118003763","price":18.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118003763.jpg?v=1761782937","url":"https:\/\/k12savings.com\/products\/engage-isbn-9781118003763","provider":"K12savings","version":"1.0","type":"link"}