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:
Create a space in the online ecosystem that truly represents your business and cultivates your customers' loyalty and trust
Participate in the unique culture of each available social media platform to engage your customers
Establish an organizational structure that constantly targets the next new media trend
Attract online champions and change agents who will uncover the social networks you need to reach and the influencers who will help build your reputation in the networked world
Consistently adapt your company to market needs and trends based on the invaluable connections you forge and the empathy and insight you garner in the process
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!
Foreword by Ashton Kutcher What if you had an instruction manual for Social Media? Now you do. Engage is the ultimate guide to branding and building your business in the era of the Social Web
Engage thoroughly examines the social media landscape and how to effectively use it in business-one network and one tool at a time. The guide for branding your business in the era of the social web, this book leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. Both small businesses and Fortune 500 companies will increase visibility over their competition, build communities of loyal brand enthusiasts, and ultimately increase profits. Everything you need to know about social media marketing, starting with where you need to start and how to determine which social networks to participate in and why How to come up with effective ideas based on the proven examples of other peers and companies How to get buy-in from the team Ways to establish a supportive ecosystem for these new activities Specific advice for building a brand and communities in each network Direction in participating in each network in ways that benefit your personal and professional brands Keys to increasing revenue and inspiring action based on goals Defining and measuring ROI and adapting it to existing benchmarks and metrics, while defining new methods for measuring success over time Advice for creating new opportunities and marketing programs using lessons learned in social media
This is the first book that includes everything readers need to learn, begin, and accelerate effective social media programs. Readers will walk away with everything they need to know in order to turn the Social Web into a powerful tool for branding and building their businesses.
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
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?
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