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Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Webby Brian Solis
Synopses & Reviews
Social media has democratized influence, forever changing the way businesses communicate with customers and the way customers affect the decisions of their peers. With platforms like Twitter, YouTube, and Facebook, anyone can now find and connect with others who share similar interests, challenges, and beliefs—creating communities that shape and steer the perception of brands. Without engagement in these communities, we miss major opportunities to shape our marketing messages.
However, use of the tools does not guarantee that people will listen. Engagement is shaped by the interpretation of its intentions. In order for social media to mutually benefit you and your customers, you must engage them in meaningful and advantageous conversations, empowering them as true participants in your marketing and service efforts.
With Engage! as your guide, you can effectively compete in this new era of digital Darwinism while engendering the support of online champions. Social and participatory media significantly contribute to the success of every modern business, and with this book, you will find out how to:
There are thousands of customers waiting to hear from you about your business and vision. It's the minimum ante to create a vibrant and loyal online community. When you engage, you will build an authoritative social network that increases your visibility, relevance, influence, and profitability. It's time to Engage!
Book News Annotation:
Written in a clear and persuasive style, this book teaches the reader about using social media in business, the different media and how each connects with people, and how marketers can capture the personal connections possible through social media to create a brand people love. Solis is very good at giving readers direction on the ways to present themselves and their company so the two merge and foster the sense of the human relationship the company wishes to build with its customers. Filled with ideas and information, this guide will benefit a wide readership at all levels of business. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)
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.
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?
Praise for Engage!
"It's no longer an era of business as usual. Executives and entrepreneurs must embrace new media in order to not only compete for the future, but for mind share, market share, and, ultimately, relevance. This book helps you engage. Without it, you're competing for second place."
—Mark Cuban, owner, Dallas Mavericks; investor; entrepreneur; and Chairman, HDNet
"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."
—Tony Hsieh, CEO, Zappos.com
"The power of the top-down, A-list influencer is winding down. Now brands must engage on a direct-to-many basis. Social media makes this possible, and Solis makes this happen. Read his book or be left in the dust."
—Guy Kawasaki, cofounder, Alltop
"Social media is changing everything about the way people relate socially, in commerce, and in politics. Engage! gets you up to date regarding current trends and technology, and shows you how to build a serious social media strategy. It's the real deal."
—Craig Newmark, founder, Craigslist.com
"Before Solis, I was cluelessly competing in the attention economy of the twenty-first century. Solis's Engage! provides me with the intellectual capital to build relevancy amidst our cacophonous culture. This book is worth its weight in attention—the digital gold of the twenty-first century."
—Andrew Keen, author of the international hit Cult of the Amateur: How Today's Internet Is Killing Our Culture
About the Author
Brian Solis is globally recognized as one of the most original and most prominent thought leaders in social media. A digital analyst and visionary, Solis has influenced the effects of new media on the convergence of marketing, communications, and traditional media. He is Principal of FutureWorks, an award-winning New Media agency in Silicon Valley, and has led interactive and social programs for Fortune 500 companies, notable celebrities, and Web 2.0 startups. Brian's blog is ranked among the world's elite business and marketing blogs. For more information, visit briansolis.com.
Table of Contents
Foreword Ashton Kutcher ix
Introduction: Welcome to the Revolution xiii
PART I THE NEW REALITY OF MARKETING AND CUSTOMER SERVICE
Chapter 1 The Social Media Manifesto: Engage or Die 3
Chapter 2 The Case for Socializing Media, by the Numbers 17
PART II FOREVER STUDENTS OF NEW MEDIA
Chapter 3 The New Media University: Social Media 101 33
Chapter 4 The New Media University: Social Media 201 40
Chapter 5 The New Media University: Social Media 202 52
Chapter 6 The New Media University: Social Media 203 62
Chapter 7 The New Media University: Social Media 301 73
Chapter 8 The New Media University: Social Media 302 82
Chapter 9 The New Media University: Social Media 303 95
Chapter 10 The New Media University: Social Media 401 104
Chapter 11 The New Media University: Social Media 402 113
Chapter 12 The New Media University: Social Media 403 128
Chapter 13 The New Media University: MBA Program—First Year 138
Chapter 14 The New Media University: MBA Program—Second Year 152
PART III BRAND REPRESENTATIVE VERSUS THE BRAND YOU
Chapter 15 Fusing the “Me” in Social Media and the "We" in the Social Web 163
Chapter 16 Learning and Experimentation Lead to Experience 173
PART IV WE ARE THE CHAMPIONS
Chapter 17 Defining the Rules of Engagement 181
Chapter 18 The Conversation Prism: How to Listen 206
Chapter 19 Unveiling the New Influencers 228
PART V THE SOCIAL ARCHITECT: DEVELOPING A BLUEPRINT FOR NEW MARKETING
Chapter 20 The Human Network 243
Chapter 21 The Social Marketing Compass: Creating a Social Media Plan 268
Chapter 22 Divide and Conquer: Building Marketing and Service Teams Around Social Media Programs 281
PART VI A LITTLE LESS CONVERSATION, A LITTLE MORE ACTION: RISING ABOVE THE NOISE
Chapter 23 A Tale of Two Cities: Social CRM and Relationship Management 297
Chapter 24 The Contrast between Earned and Paid: When Paying for Friends Makes Cents 312
Chapter 25 The New Media Scorecard: Measuring Investment Returns 321
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