
The Brian Solis Digital Reader
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Content
- Cover
- Contents
- The End of Business as Usual
- Contents
- Foreword
- Introduction (R)evolution: How Internet Culture Has Created a New Era of Social Consumerism
- This Is None of Your Business, So Make It Your Business
- Chapter 1 A Quiet Riot: The Information Divide and the Cultural Revolution
- The Human Genome Meets Digital DNA
- Don't Blame It on the Youth
- Ch-Ch-Changes
- Chapter 2 Youthquake: Millennials Shake Up the Digital Lifestyle
- Boom
- Digital Darwinism: Controlling Your Way to Obsolescence
- Chapter 3 The Medium Is No Longer the Message
- Social Networks as Your Personal Operating System (OS)
- Don't Google Me, Facebook Me
- Twitter Me This . . . The Facebook Generation
- Chapter 4 The Attention Deficit Crises and Information Scarcity
- Remorse and Social Network Fatigue
- Poster's Remorse
- Does Attention Bankruptcy Loom Behind the Thin Veil of Popularity?
- If You Can't Tweet 'Em, Join Them
- The Progress of Progress
- Chapter 5 The Evolution of the Network Economy and the Human Network
- Content Was King
- Context Is King: Defining Our Experiences
- The Shift in Networking: Nicheworks Bridge Social and Interest Graphs
- Recognizing the Value of Nicheworks
- Interest Graphs Are the Constructs of Maturing Information Networks
- Chapter 6 The Nextwork: Defining Tomorrow's Information Network
- Do I Know You? Oh Yes, You're Friends with Their Friends Who Are Friends with Those Who Are Friends of Mine
- It's a Smaller World, after All
- Information at the Speed of Tweets
- Chapter 7 Your Audience Is Now an Audience of Audiences with Audiences
- Short Attention Span Theater
- An Audience with an Audience of Audiences
- The People Formerly Known as the Audience
- The Psychology of the Audiences with Audiences
- Zuckerberg's Law
- Interest Graph Theory
- On-Demand Networking: Investing in Narrow and Wide Experiences
- Chapter 8 Convergence: The Intersection of Media and the Human Network
- The Digital Footprint
- I Want My Web TV. . . . Be Careful What You Wish For
- Channeling a Connected Audience
- The Living Room Is Alive and Clicking
- New Consumerism: From Clicks to Cliques
- An Audience of Information Ambassadors
- Chapter 9 Measures of Digital Influence and Social Capital: From Nobody to Somebody
- The Human Algorithm
- Digital Influence Creates a New Media World Order
- Defining Influence
- Seeking Relevance: The Social Consumer Hierarchy
- The Social Stock Market
- The Square Root of Influence Is Social Capital
- The New Era of Endorsements: When Nobodies Become Somebodies
- Influence Is Not Popularity and Popularity Is Not Influence
- The Tools of the Trade
- Influencing the Influencer
- Chapter 10 The Dawn of Connected Consumerism
- You Are Now Entering the Trust Zone
- A Day in the Life of the Connected Consumer
- Checking In to the New Reality of Geolocation
- Steering Action through Incentives
- When Purchases Become Social Objects
- It's Not How You See Me, It's How I Want You to See Me
- Chapter 11 The Rise of Collective Commerce
- On the Web, One Is a Lonely Number: Socializing Commerce
- The Fifth C of Community = Social Commerce
- Buy with Friends! The Savings of the Crowds
- Build It and They (Won't) Come
- The Laws of Attraction and Affinity
- ABC: Always Be Closing
- Chapter 12 Creating Magical Experiences
- m-Commerce: The Smartphone Makes Shoppers Smarter
- Reality Bytes
- Price Comparison Apps Lead to Purchases or Competitive Purchases
- Discounting Prices, but Not Loyalty
- Virtual Mirrors Reflect the True Persona of the Connected Customer
- Excuse Me While I Check Out
- Designing Shareable Experiences
- Chapter 13 Brands Are No Longer Created, They're Co-Created
- Branding the Customer Relationship
- If Ignorance Is Bliss, Awareness Is Awakening
- In the Human Network, Brands Become the Culmination of Shared Experiences
- The Awakening Flips the Switch
- The Poetry of Language and Media
- Chapter 14 Reinventing the Brand and Sales Cycle for a New Genre of Connected Commerce
- Plug into the Grid of Decision Making
- Once More, This Time with Feeling
- I'm Not Just Listening to You, I Hear You
- I See and Feel What You're Saying
- Bring the Essence of Brand to Life
- Brand Essence Exercise
- A Model for Emotive Engagement
- Funneling Through Time
- The Collapse of the Funnel and Emergence of New Consumer Touchpoints
- The Decision-Making Circle
- Chapter 15 Aspiring to Reach beyond Conformity to Inspire Customers
- Market Fragmentation Leads to Diversification
- Behaviorgraphics
- The Interest Graph Is Alive: A Study of Starbucks's Top Followers
- Chapter 16 The Last Mile: The Future of Business Is Defined through Shared Experiences
- The Apple of My Eye: Designing Magical (and Shareable) Experiences
- The Laws of Engagement
- Like a Virgin: Treating Customers Like They Were Touched for the Very First Time
- Distribution of Engagement Resources and Strategies
- A Market in Transition Begets a Business in Motion
- Chapter 17 The Culture Code: When Culture and Social Responsibility Become Market Differentiators
- The Zappos Story: The Customer Service Shoe Is Now on the Other Foot
- Zappos: Putting the Customer in Customer Service
- Zappos: The Culture of Customer Advocacy
- Zappos: Delivering Happiness
- The New CEO: Chief Experience Officer
- In Good Company: Philanthropic Capitalism and the New Era of Corporate Social Responsibility
- Giving Back Is the New . . . Red
- One Day without Shoes: A March toward Prosperity and Social Responsibility
- Empathy Loves Company
- Chapter 18 Adaptive Business Models: Uniting Customers and Employees to Build the Business of Tomorrow, Today
- The Adaptive Business Learns through Reflection and Leads through Projection
- The Dilemma's Innovator
- Rethinking the Future of Business: Building the Framework
- From Bottom Up to Top Down and Outside In to Inside Out
- Dell's Bells
- The Dellwether of Customer Sentiment
- The Future of Business Is Up to You
- Chapter 19 Change Is in the Air: The Inevitable March toward Change Management
- The Future of Business Starts with Change and Ends with Change Management
- The March toward Change Leads to Relevance: A Blueprint for Change
- Phase 1: Setting the Stage
- Phase 2: Managing Change
- Phase 3: Reinforcing Change
- Connecting Value Propositions to Personal Values
- This Is Your Time
- Chapter 20 What's Next? The Evolution of Business from Adaptive to Predictive
- Notes
- Index
- ENGAGE!: The Complete Guide for BRANDS and BUSINESSES to Build, Cultivate, and Measure Success in the New Web
- Contents
- Foreword
- Preface
- Introduction Welcome to the Revolution
- Chapter 1 The Social Media Manifesto
- The Socialization of Media is Years in the Making
- The Future of Business is Already Here
- We are the Champions, We are not Messengers
- Conversations Happen with or without You
- Social Media is One Component of a Broader Communications and Marketing Strategy
- Building a Bridge between You and Your Customers
- Being Human versus Humanizing Your Story
- Social Science is no Longer an Elective
- You are not Alone
- Notes
- Chapter 2 Making the Case for Social Media: The Five Ws+H+E
- The Rise of Unmarketing
- People Influence Buying Decisions, Online and Offline
- The Democratization and Socialization of Branded Media
- Notes
- Chapter 3 The New Media University
- Integrated Marketing: The Tools
- Defining Social Media
- When Words Lose Their Meaning
- Chapter 4 The New Media University 101: Blogs, Podcasts, and Livecasts
- Blogs
- Blog Example: Southwest Airlines and Dell
- Podcasts
- Podcast Examples: Fidelity Investments
- Wikis
- Wiki Example: Oracle
- Notes
- Chapter 5 The New Media University 201: Communities, Social Calendars, and Livecasting
- Crowd-Sourced Content Communities
- Social Calendars and Events
- Livecasting
- Chapter 6 The New Media University 301: Images and Multimedia
- Images
- Images Example: JetBlue and the American Red Cross on Flickr
- Chapter 7 The New Media University 401: Dashboards, Social Networks, and Brands
- Social Media Dashboards
- Social Networks
- Branded and Purpose-Driven Social Networks
- Branded Social Network Examples: Panasonic Living in HD
- Chapter 8 The New Media University 501: Microblogs, Monetization, and Twitter
- Microblogs, Microcommunities
- Top 10 Monetization Trends for Social Media and Microcommunities
- Tips for Twitter and Social Media for Socially Savvy Businesses
- Note
- Chapter 9 The New Media University 601: Mobile Marketing and Video Broadcasting
- Geo Location and Mobile Networking
- Video Broadcast Networks
- Video Example: Home Depot
- Chapter 10 The New Media University 701: Social Media Optimization, SEO, and Content Distribution
- Social Objects
- Getting Noticed: Social Media Optimization a New Chapter of SEO
- What is Social Media Optimization?
- Titles
- Descriptions
- Tags
- Content Distribution
- Links
- Liking: Micro Acts of Appreciation Yield Macro Impacts
- Notes
- Chapter 11 The New Media University 801: Syndication, Illustration, and Aggregation
- Establishing a Syndication Network
- Syndicating Social Objects: An Illustration
- Channeling Illustration: An Activity Stream
- Aggregation: Assembling the Pieces
- Example of Activity Stream
- In-Network Aggregation
- Syndication: Webcasting Social Objects
- Autoposts and Syndication
- Don't Cross the Streams
- Destination Unknown: Defining the Journey through Your Experience
- Notes
- Chapter 12 The New Media University 901: Brand Personality, Discovery, and Promise
- Establishing an Online Presence and Defining the Brand Persona
- Online Profiles Speak Volumes about You and Your Brand
- Multiple Personality Disorder
- Multiple Personality Order
- Discovery and Actualization
- Shaping the Brand Persona
- The Center of Gravity: Core Values
- Brand Pillars
- Brand Characteristics
- Promise
- Brand Aspirations
- Opportunities
- Culture
- Personality
- Notes
- Chapter 13 The New Media University 1001: Attention and Word of Mouth Marketing
- From Introversion to Extroversion
- The Now Web
- The Rise of the Statusphere
- News No Longer Breaks, It Tweets
- The Attention Rubicon
- Channeling Our Focus: The Attention Dashboard
- The Social Effect: The Future of Branding and Word of Mouth Marketing
- Notes
- Chapter 14 The New Media University 1101: Social Landscape and Initiatives
- Improving the Signal-to-Noise Ratio
- Chapter 15 Fusing the Me in Social Media and the We in the Social Web
- Casting a Digital Shadow: Your Reputation Precedes You
- Defining Your Online Persona
- Your Brand versus the Brands You Represent
- Managing Your Online Reputation
- We are all Brand Managers
- Note
- Chapter 16 Learning and Experimentation Lead to Experience
- Becoming the Expert
- You're the Real Thing
- When POV Becomes a Point of Validation
- Let's Talk About Meaningful Exchanges
- Who Owns Social Media?
- Getting Down to Business
- Chapter 17 Defining the Rules of Engagement
- Inside the Outside: Assessing Threats and Opportunities
- Policies and Guidelines
- Example Guidelines and Policies
- The Louisiana Purchase and the Great Brand Grab
- Rules of Engagement
- Intel's Digital IQ Program
- With Social Media Comes Great Responsibility
- Notes
- Chapter 18 The Conversation Prism
- I'm Your Customer . . . Remember Me?
- The Value Cycle: You, Me, and Mutual Value
- The Conversation Prism
- The Art and Science of Listening and Monitoring
- Listeners Make the Best Conversationalists
- Charting a Social Map
- Conversation Workflow
- Taking Center Stage
- Level One: The Epicenter
- Charting the Course
- Establishing a Conversation Index
- The Community Starts Within
- Notes
- Chapter 19 Unveiling the New Influencers
- We are Media
- Building a Bridge between Brands and Markets
- Engage with Purpose
- The Shift from Monitoring to Action
- X-Ray Glasses and Bionic Hearing
- Searching the Social Web
- Note
- Chapter 20 The Human Network
- Breathing Life into the Human Network
- The Human Network: Alive and Clicking!
- Visualizing Social Order
- Social Technographics
- Tenets of Community Building
- Notes
- Chapter 21 The Social Marketing Compass
- The Calm before the Storm
- The Social Marketing Compass
- Creating a Plan: Defining the Future, Now
- Social Media Plan Outline
- Notes
- Chapter 22 Facebook is Your Home Page for the Social Web
- The Top 10 Brands by Population (Rounded Out)
- The State of the Facebook
- It's Not a Fan Page
- It's a Brand Page
- From E-Commerce to F-Commerce
- Facebook Tabs Are the New Web Pages
- Madison Ave. is Moving to California Ave.
- Chapter 23 Divide and Conquer
- Social Media Takes a Community Effort
- Decentralization and Centralization: Assembling and Conducting an Orchestra
- The Society and Culture of Business
- Meeting of the Minds: Consensus ad Idem
- Outside the Inside: Establishing an Insider Program
- Example: New Media Board of Advisors
- Example: Internal Task Force
- Example: Organizational Transformation
- New Roles and Responsibilities in the Era of Emerging Media
- Notes
- Chapter 24 A Tale of Two Cities
- Web 2.0 and the Evolution of CRM 2.0
- Twitter and Social Networks Usher in a New Era of Relationships
- When the S in SCRM Stands for SELF-SERVING
- Vendor Relationship Management (VRM)
- The Value of Social Customers
- VRM + SCRM = SRM
- No Brand is an Island
- Social Business Takes a Human Touch
- No, Really
- Social Science is the Center of Social Business
- Notes
- Chapter 25 We Earn the Relationships We Deserve
- Earning the Three FS: Friends, Fans, and Followers
- #Hashtags
- Hashtags: A Proactive Approach
- Offers and Specials
- Pay per Tweet
- Notes
- Chapter 26 The New Media Scorecard
- The Disparity between Social Media Adoption and Measurement
- ROA: Return on Acronyms
- The Essential Guide to Social Media: Resources-Personnel and Budgets
- The Social Barometer
- Start with the Results, then Work Backward: Defining Goals and Objectives
- Authority: The Ability to Galvanize Action and Quantify It
- The CS of Measuring Action through Cost
- The Engagement Phase
- Share of Voice and Share of Conversation
- Comparative Data Analysis
- Notes
- Conclusion You Are More Influential than You May Realize
- Appendix 30-Day Listening Report: A Template for Capturing and Presenting Social Media Activity
- Glossary
- Index
- What's the Future of Business?: Changing the Way Businesses Create Experiences
- Copyright
- Contents
- Business . . . Meet Design
- 0: Total Recall
- The Voice of the Empowered Customer
- So what?
- What are customers to align with if we don't first define it? What do we want them to be a part of?
- Are You Experienced?
- #InnovateorDie
- 1: Sorry, we're Closed: How to Survive Digital Darwinism
- Disruptive Technology Is a Catalyst for Change, Not the Reason
- The question is at what point does emerging technology or new behavior become disruptive?
- 2: The Journey of Business Transformation
- There's a Hero in Every One of Us
- The Great Myth of Technology
- This is the end of business as usual.
- 3: Meet the New Generation of Customers . . . Generation C
- So, how well do you know Gen Y? Let's find out . . .
- Widening the View from Generation Y to Generation C
- Different Times Call for Different Measures
- 4: The New Customer Hierarchy
- A New Era of Social Service: Promoting the Experiences of Customers
- The Broken Link of Social Media Customer Service
- But, if getting closer to customers is a key objective, why do many businesses neglect the first mile of customer experiences?
- Connecting the Dots in Social Media to Improve Experiences
- Answer this question: What is the experience you want customers to have?
- 5: The DIM Light at the end of the Funnel
- Funnel Vision: Without Awareness There Can Be No Consideration
- The Cluster Funnel
- 6: The Zero Moment of Truth
- In the moment of truth, how do you fare and what shared experiences are awaiting your customer?
- 7: The Ultimate Moment of Truth
- The Ultimate Moment of Truth
- Your work must focus on expressions, not impressions.
- 8: Opening a Window into New Consumerism
- Discovery Disrupted
- Opening the Door to a New Generation of Connected Consumerism
- Opening the Windows to Digital Influence
- 9: The Dynamic Customer Journey
- The importance of the influence loop cannot be overstated. It affects every stage of the journey, every moment of truth.
- 10: Inside the Ellipse: Embarking on the Dynamic Customer Journey
- Formulation (Stimulus)
- Role Model: TOMS
- Precommerce (Zero Moment of Truth)
- Role Model: Giantnerd
- Commerce (First Moment of Truth)
- If you think that product experiences are out of your realm of responsibility, think again.
- Postcommerce (Ultimate Moment of Truth)
- Role Model: Giffgaff
- 11: Improving the UMOT to Optimize the ZMOT
- 12: The Six Pillars of Social Commerce: Understanding the Psychology of Engagement
- Hear No Evil. See No Evil. Speak No Evil.
- However, the truth is that new media did not "invent" conversations, experiences, or opinions.
- The A.R.T. of Engagement
- The Psychology of Social Commerce
- Heuristic Number 1: Social Proof-Follow the Crowd
- Heuristic Number 2: Authority-The Guiding Light
- Heuristic Number 3: Scarcity-Less Is More
- Heuristic Number 4: Liking-Builds Bonds and Trust
- Heuristic Number 5: Consistency
- Heuristic Number 6: Reciprocity-Pay It Forward
- If ignorance is bliss, awareness is awakening.
- 13: The Importance of Brand in an Era of Digital Darwinism
- This has to change.
- Branding Is More Important Than Ever Before
- Brand Empathy: Always Improve Experiences
- Give people something to stand with, something to believe in.
- 14: Why User Experience Is Critical To Customer Relationships
- Why?
- The CrUX of Engagement Is Intention and Purpose
- It's easier said than done, however.
- Why risk it when you can design for it?
- The Experience RedUX
- User Experience Becomes the Customer Experience: Principles and Pillars of UX
- Medium-Alism Equals FaUX Engagement
- The JUXtaposition of Empathy and Experience
- 15: Innovate or Die
- That's not the strategy we're going to pursue together . . .
- CMOs Are at the Crossroads of Customer Transactions and Engagement
- Through a Telescope, We Bring the World Closer-Through a Microscope, We See What Was Previously Invisible to the Naked Eye
- So, what's keeping everyone up at night?
- Customer Engagement Is Not the Same as Conversations
- Ten Priorities for Meaningful Business Transformation
- Disruptive Technology and How to Compete for the Future
- 16: The Dilemma's Innovator
- Innovation Is Blindness: Why Innovation Is Fundamental to the Survival of Tomorrow's Business . . . Today
- In the circle of life, connected consumerism is the new reality. Those businesses that don't disrupt their own markets will find their markets disrupted for them.
- In the Battle against Relevance versus Irrelevance: It's Survival of the Fitting
- 17: The Hero's Journey
- To change takes two things: the aspiration and determination to change.
- It starts with vision.
- The Task Force, AKA Steering Committee
- The Stages of Change
- The Hero's Journey
- Stage 1: Inception
- Stage 2: Tribulation
- Stage 3: Transformation
- Stage 4: Realization
- Thank You
- #IamtheExperience
- Notes
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