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Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships [Format Kindle]

Michael Brito
5.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)

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Descriptions du produit

Revue de presse

In the social world, content rules. Michael’s book makes the case that in order for brands to thrive in this brave new world, brands must become media companies.”

–Pete Cashmore, Founder and CEO of Mashable

 

“Your Brand, The Next Media Company is a great read for anyone who wants to understand and learn how to overcome the challenges of content marketing.”

–Elisa Steele, Chief Marketing Officer, Skype

 

“An intelligently structured narrative that’s peppered with applicable, pragmatic advice.
Your Brand, The Next Media Company belongs on the bookshelf of every CMO.”

–Jascha Kaykas-Wolff, Chief Marketing Officer, Mindjet

 

“Looking to use social business strategy to build your brand into a thriving media company? Michael Brito’s new book holds the key. For practical, tactical inspiration, read on.”

–Claire Diaz-Ortiz, Social Innovation, Twitter

 

“A must read if you are serious about using social business strategy to transform your brand into a media company!”

–Mei Lee, Vice President, Digital Marketing, Conde Nast 

 

"In Your Brand, The Next Media Company, Michael Brito puts the content marketing conversation into a necessary and much needed context.”

–Ann Handley, Chief Content Officer, MarketingProfs

 

“Brito has written a practical and thoroughly engaging book for brands looking to effectively become a media company using a sustainable social business strategy.”

–Amy Kavanaugh, Vice President Public Affairs, Taco Bell (YUM Brands)

Présentation de l'éditeur

Content is still king–and if you’re a brand marketer, you need to start thinking like a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational frameworks, and practical approaches for transforming your brand into a highly successful media company.

 

There is a content and media surplus in the marketplace, and there is an attention deficit in the minds of consumers today. Their lives are dynamic and completely unpredictable. They are highly influential and aid their peers down the purchase funnel using organic conversations about the products they care about and the ones they don’t. In order to reach these consumers, brands must create recent, relevant, and game changing content to break through the clutter and successfully change their behavior.

 

Social business pioneer Michael Brito covers every step of the process, including:

  • Understanding the unpredictable nature and dynamic behaviors of the social customer
  • Deploying social business strategies that will help facilitate the change from brand to media company
  • Building a content organization and setting the stage for transformation
  • Creating a real-time command center that will help facilitate reactive and proactive content marketing
  • Creating a centralized editorial team that will drive content strategy, governance, and cross-team collaboration
  • Building the content supply chain (workflows for content ideation, creation, approval, distribution, and integration)
  • Enabling customers and employees (brand journalists) to feed the content engine
  • Developing your content strategy that can be executed across paid, earned, and owned media content
  • Transitioning from “brand messaging” to a highly relevant content narrative
  • Evaluating the content marketing vendors and software platforms vying for your business

Along the way, Brito presents multiple case studies from brand leaders worldwide, including RedBull, Oreo, Tesla Motors, Burberry, Sharpie, and Pepsi—delivering specific, actionable, powerfully relevant insights you can act on to begin the transformation from brand to media company.


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Commentaires client les plus utiles
5.0 étoiles sur 5 How to turn your brand into a content marketing machine 18 novembre 2013
Format:Relié|Achat vérifié
‘This book isn’t about content marketing. This book is about change.’
In order to reach your customers, your brand needs to create consistent and compelling content that tells your brand’s story across the digital ecosystem (paid, earned and owned media), at the right time, in the right channel, to the right customers.
In this book, you will learn how to build a social business strategy to transform your brand into a media company, a content marketing machine that has the resources needed internally (teams, processes, governance models and technology) to deliver such content day in and day out.
A must-read book for all content creators/all the people involved in the content supply chain !
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Amazon.com: 4.9 étoiles sur 5  71 commentaires
6 internautes sur 7 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A must have for Social Media Classes at Universities 7 octobre 2013
Par Karen Freberg - Publié sur Amazon.com
Format:Format Kindle
I had a chance to read this book by Michael Brito on the way to an international conference, and this was one book that I could not put down. I have so many bookmarks and notes for myself from this book that it appears all of the text is colored! :)

I have read many books about social media strategy, and this was the first one that really captured the overall essence of what social business truly means from a strategic angle. I have not gotten so into a book since reading the social books by Brian Solis, and I think Michael has reached this point and established himself as the expert in the field of social business and strategy. Brito eloquently discusses how relevance is the key to content consumption on social media - he focuses on the strategy behind the content creation and provides relevant and current case studies as examples of how this was done well, as well as what has not worked among businesses. I also appreciated the in-depth frameworks and visuals he provided in the book when it comes to social media business command centers as well as how to establish a center of excellence. These frameworks were clearly written, articulated, and framed in a way that was easily understood and could be applied in various situations. I also appreciated the particular case studies and vendor highlights here in the book as well - there are so many out there that it is hard to keep track of them all! However, for each chapter, Michael does an excellent job in providing an overview of each of these and how they can be applied for social business and strategy practices.

One of the things I appreciated from this book by Michael is the fact that it can be used across industries and professions. "Your Brand, The Next Media Company" is not only a worthwhile book for practitioners who are working in the field, but also for professors who are teaching or will be teaching social media courses. When I finished this book by Michael Brito, I was relieved to know what book I will be using for my social media course at the University of Louisville for Spring 2014. I strongly recommend this book not only for PR and social media practitioners, but especially for professors. "Your brand" by Michael Brito needs to be on the list of must-have books to incorporate at all levels of social media classes at universities - students will be prepared for the expectations of the workplace with having this book as a resource and guide for effective social business strategy.

Thank you Michael for creating a book that bridges the understanding and application of social business strategy for all of us. We all greatly appreciate it.

Best Wishes,

Karen Freberg, Ph.D.
Assistant Professor
University of Louisville
Twitter: @kfreberg
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Excellent resource for MBA courses in social media marketing 29 novembre 2014
Par Jim Barry - Publié sur Amazon.com
Format:Relié|Achat vérifié
Michael Brito’s Your Brand, The Next Media Company is an excellent resource for MBA courses in social media marketing. Professors will delight in its academic rigor, social business strategy perspective and link to traditional branding and media concepts.

The book, in my opinion, qualifies academically as a primary reading for MBA level courses. The recommendation is based on the following:

1) The book sets the stage for the growing demand towards brand journalism and the enterprise-wide processes needed to adopt your own media approach to marketing your brand. The focus is on building a trusted brand from a socially driven organization, not the other way around. Most books lay out tips and other tactics on content awareness, social engagement and sales nurturing. When done, they highlight the infrastructure elements to consider in support of their social content marketing recommendations. The flaw in these alternative approaches is that they fail to capitalize on the people and process side of the equation as a way to create superior content and social connection. Brito, on the other hand, emphasizes the importance of brand advocate groups, cross-department collaboration on a brand narrative and enterprise-wide platform tools over the magic of fan engagement tactics or SEO schemes.

2) Listed among the top 20 social media educators in the world, Brito not only understands social media marketing, he is a world renown brand expert and guest speaker for prestigious universities.

3) The book is perfectly organized for a brand struggling to go mainstream with content and social business development. Starting with arguments for adopting in-house media for brand development, the book progresses through the steps required to create an effective social business strategy and center of excellence. Staying on course with social business development, the author then lays out the steps for building a command center leading to infrastructures for brand advocacy and a continuous flow of content creation. This fits in well with MBA courses entering the program with expectations for strategy adoption and organization building. Once the social business framework is established, Brito then goes into concepts for creating great content, developing an effective brand story, and leveraging syndication and social networks for content distribution. The book concludes with tactics for measuring success and governing content.

4) The book is highly current and covers in detail such topics as influence marketing, the convergence of paid, earned and owned media, real-time context marketing and the impact of search and thought leadership on making long vs. short form content decisions.

5) The book is packed with case examples in nearly every chapter from well known and smaller brands.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 The Book That Saved My Social Marketing Career! 27 mai 2014
Par JoseAngelo5 - Publié sur Amazon.com
Format:Relié
A couple years ago, I was being interviewed for a social media position and one of the questions they asked me was “How would you explain social media to a senior executive who isn’t up to date with new social trends.” At first, I stated obvious benefits of social such as the importance of building a social media presence and creating engaging content that is valuable to your target audience. As I continued to elaborate more on my answer, I began to struggle on what else I could say and finished my answer with a weak ending. The interview ended and I thanked the interviewer for their time. Did I get the job? Of course not, and I knew it was because of my answer to this question.

As we are moving into a new digital frontier in marketing, I knew that I needed a much stronger perspective on social media that went beyond basics strategies to strive in my career. I began searching for books on social media marketing in hopes to gain a sharp and fresh perspective that I was missing. After reading several books on this topic by “industry social leaders,” I was disappointed to read repetitive theories on social business and weak content that wasn’t enough to leave a lasting impact on me. It wasn’t until I stumbled upon, “Your Brand, The Next Chapter” by Micheal Brito, that it gave me a breakthrough and social marketing epiphany I was searching for.

Talk about a game changer, Brito’s brilliant perspective on social marketing is one that can’t be ignored. Michael’s excellent storytelling approach combined with strong content through case studies and real personal experience, deliver a knockout in educating the reader of the new landscape in social marketing. The book dives into detailed strategies and steps to implement the transition to a social media company and techniques to master your content strategy. I can’t tell you how much I recommend this book to anyone from a senior executive to a new college graduate hoping to gain a breakthrough perspective on social business and marketing.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A Fun and Substantive Read That Is A Must For Marketers, Communicators And C-Suite 14 novembre 2013
Par Kristine Mikulka - Publié sur Amazon.com
Format:Relié
I read this on a plane going cross-country, thinking that it would give me time and quiet to fully focus. What I found was I couldn't put the book down. I got lost in the rich storytelling and the informal tone he uses. I looked up only to realize I had read the entire flight.

What Michael does so brilliantly in comparison to many other writers on this subject, is that he marries great storytelling with substantive content. It seemed more of a conversation as he throws in experiences, anecdotes, graphics and case studies. I liked that he pulled these from other notable social media minds, companies and case studies. Instead of falling trap in giving you a step-by-step guide to social strategy, which often becomes too narrow to apply to everyone, he provides questions, tools, potential obstacles and examples for you to launch from when trying to fit it to your situation. I really appreciated that he never once said you "must do this", but rather pointed out the good and bad, illustrated by successful and unsuccessful real-world, current case studies.

This book is a must for anyone in marketing, communications or c-suite. It isn't just a marketing book, but touched on customer service, management and organizational structure. It offers great tips on how to build content and advocacy internally, structure a social command center and create a content strategy. I enjoyed the "spotlighted vendors" sections in each chapter. With the social media field changing so rapidly, it's great to have something that you can continually go back to. It reaffirmed some of the vendors that I use (and why), while also getting me excited about ones I hadn't heard of before. It also subtely highlighted the dual role of individuals today - we make up the "media company", but we are also a "customer". I know that I will be going back to this book as a resource for years to come.

Kristine Mikulka
@krismikulka4
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A Fantastic Read for Anyone in Digital Media 31 mai 2014
Par Yas Azarpajouh - Publié sur Amazon.com
Format:Relié
Michael Brito's book is a fantastic read for anyone on the business, marketing, insights and branding sides of the digital media industry.

Brito writes with great clarity and a genuine interest all the while walking the reader step-by-step in developing a holistic social business strategy in today's content driven world. His engaging storytelling of his personal experiences alongside various business case studies brilliantly depict his breadth of experience and knowledge in the subject matter.

Among the many informative insights that Brito shares in Your Brand, he talks in detail about how each and every person/consumer is influential through the content they create and share across the digital channels. What's wonderful to see in that respect is that as an author and a social business strategist (and therefore a content creator himself), Brito remains true to everything he suggests today's content creators and brands should do to engage with their customers; that is, he continuously creates informative and relevant content on his social platforms of LinkedIn and Twitter where he enthusiastically engages with followers, is responsive to their questions and appreciative and acknowledging of their comments and feedback.

In turn, we as his readers have turned into his "Brand" advocates (just as he suggests successful brands' customers will eventually become), sharing his insights and research by acknowledging the contribution he has made to our work and our understanding of a successfully implemented social business strategy.

It is with great appreciation that I write this review and highly recommend his book.
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