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Informationen zum Autor BRIAN SOLIS 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. Klappentext The ultimate guide to branding and building your business in the era of the Social Web-revised and updated with a Foreword by Ashton Kutcher Engage! 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. Covering 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. Introduces you to the psychology, behavior, and influence of the new social consumer Shows how to define and measure the success of your social media campaigns for the short and long term Features an inspiring Foreword by actor Ashton Kutcher, who has more than 5 million followers on Twitter Revised paperback edition brings the book completely up to date to stay ahead of the lightning fast world of social media Today, 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? Zusammenfassung The ultimate guide to branding and building your business in the era of the Social Web revised and updated with a Foreword by Ashton Kutcher Engage! 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. Inhaltsverzeichnis Foreword Ashton Kutcher xiii Preface xv Introduction Welcome to the Revolution xvii Chapter 1 The Social Media Manifesto 1 The Socialization of Media is Years in the Making 1 The Future of Business is Already Here 3 We are the Champions, We are not Messengers 4 Conversations Happen with or without You 5 Social Media is One Component of a Broader Communications and Marketing Strategy 6 Building a Bridge between You and Your Customers 7 Being Human versus Humanizing Your Story 8 Social Science is no Longer an Elective 9 You are not Alone 11 Notes 12 Chapter 2 Making the Case for Social Media: The Five Ws +H+E 13 The Rise of Unmarketing 13 People Influence Buying Decisions, Online and Offline 15 The Democratization and Socialization of Branded Media 15 Notes 17 Chapter 3 The New Media University 19 Integrated Marketing: The Tools 19 Defining Social Media 20 When Words Lose Their Meaning 21 Chapter 4 The New Media University 101: Blogs, Podcasts, and Livecasts 25 Blogs 26 Blog Example: Southwest Airlines and Dell 29 Podcasts 30 Podcast Examples: Fidelity Investments 31 Wikis 31 Wiki Example: Oracle 32 Notes 32 Chapter 5 The New Media University 201: Communities, Social Calendars, and Livecasting 33 Crowd-Sourced Content Communities 33 Social Calendars and Events 35 Li...
