The Brian Solis Digital Reader

Name: The Brian Solis Digital Reader
Brand: Wiley
Price: 41.99 EUR
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Brian Solis(Author)

Wiley (Publisher)

Published on 14. May 2014

944 pages

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978-1-118-83235-6 (ISBN)

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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
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