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Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Broché – 18 mars 2011
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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?
- Nombre de pages de l'édition imprimée336 pages
- LangueAnglais
- ÉditeurJohn Wiley & Sons
- Date de publication18 mars 2011
- Dimensions14.99 x 2.79 x 22.1 cm
- ISBN-101118003764
- ISBN-13978-1118003763
Description du produit
Quatrième de couverture
"The road from where you are to your business′ future is neither paved nor marked. It′s yours to discover, and this book is your compass to leadership."
Peter Guber, CEO, Mandalay Entertainment Group
"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
Social media has forever changed the way businesses and customers communicate and also the way customers make their decisions. With networks like Twitter, YouTube, and Facebook, anyone can now find and connect with others who share similar interests and goals creating communities that shape the perception of brands.
Engage! tells you how to reach customers where they go for information and how to build valuable relationships that will also shape the future of your business. This revised paperback edition, with a Foreword by Ashton Kutcher, dubbed "Mr. Social" by Fast Company magazine, describes the steps required for conceptualizing, implementing, managing, and measuring a social media program.
With this book, you will find out how to:
Create a welcoming online space that cultivates your customers′ loyalty and trust
Attract online champions and influencers who will help build your reputation and increase attention
Understand and adapt to market needs based on the insights you gain from engagement
Measure your success and ROI
Your customers are waiting to hear from you.
Biographie de l'auteur
Détails sur le produit
- Éditeur : John Wiley & Sons; Revised and Updated édition (18 mars 2011)
- Langue : Anglais
- Broché : 336 pages
- ISBN-10 : 1118003764
- ISBN-13 : 978-1118003763
- Poids de l'article : 363 g
- Dimensions : 14.99 x 2.79 x 22.1 cm
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Solis set up about half of "Engage!" as if it were a college course, which was extremely effective. These sections, titled "The New Media University," detailed the steps a company can take in order to use social media to their advantage. For those people who have some experience in social media, this section can act as a refresher, but for those people who are relatively new, this section can act as a detailed introduction.
This book is best suited for people with some background knowledge of social media. While the beginning of the book does a nice job outlining how and why a company should use social media, the latter part of "Engage!" delves into slightly more advanced metrics and programs. Therefore, some knowledge of social media analytics would be beneficial before reading. The glossary at the back of the book is helpful for a refresher on some terms that may be a bit unfamiliar and the companion website, [...], helps to bridge the gap between publish date and any updates to social media.
The sad fact is that Engage! has aged much more than many other social media marketing books, perhaps because Solis placed too much importance on specific social networks – sure, he does agree that the message is more important than the medium, and some of his lessons in planning and deployment are well worth reading, but his work makes for tedious reading and, to be honest, he doesn’t say anything which hasn’t been said before.
And that’s not to mention the typos – there are a shocking amount of mistakes scattered throughout the pages, more than you see in some self-published works. If you’re the sort of person who isn’t bothered by that then it might not be such a problem, but each time I spotted one it stopped me in my tracks.
In all honesty, though, it’s still a good book – it just pales in comparison to some of the other social media marketing books that are out there, some of which were written earlier and yet have stood up to the test of time. There are lessons to be learned and diagrams to be studied, but you’ll find nothing here that you can’t find online or written about elsewhere, with more aplomb.
Which is a shame, because Solis is a highly competent marketer and a great thinker and doer – he’s just more of a marketer than a writer, and that’s okay. Either way, good marketers seek inspiration everywhere, and when you’ve read everything else you can find then you should read this too.
Somewhere around the halfway point there's not much point in doing anything more than skimming the rest. The book starts off as kind of inspiring to be honest. We are agents of change, at the forefront of a communication paradigm shift, etc etc. The author has also spearheaded many creative and interesting online engagement campaigns for huge corporations like Budweiser. They are interesting and educational to hear about, though more nuts and bolts of how they were conceived would've been invaluable.
The problem is we don't hear enough about applying this kind of stuff, just a lot of empty platitudes most of the time. There's a very smart social media mind behind this book, but illustrating his methods on paper for others to learn from is not his strong suit. A lot of the info runs together (at least it seems to) and you realize pretty quickly that the book is padded to death. Some of the diagrams are ridiculous and incomprehensible. If you think I could actually connect 75-100 points of data on a chart (that looks like a two year old's drawing) and convince my boss that it makes sense and that we need a bigger social media presence, you could be convinced of a lot of things.
It's not a terrible book, but it's kind of like when a world class athlete goes into coaching and fails miserably. They're naturally good at something but can't communicate to others how to apply their methods.
PS: I was assigned this for a class as well and would suggest a chapter here and there at most. This kind of wishy washy content that's not applicable in the real world is what's wrong with contemporary academia.
The first half of the book surveys the world of social media in general, describing all the aspects of social interactions and their impact on corporate marketing and communication, as well as customer service departments. Traditional marketing schemas have irreversibly imploded under the pressure of a crowd represented in a "conversation prism" that factors in behavioral guidelines implicitly or explicitly set by the multiple socialization channels. So marketers must listen. What can they do with so much information? "Instead of inhibiting the pace and breadth of information flow, we must channel relevant details and data," a task that does not only require "attention" (nice reference to Linda Stone's Continuous Partial Attention), but also some understanding of applied social sciences or researchers' and analysts' categorizations (such as Charlene Li's and Jeremiah Owyang's Socialgraphics). Achieving a state of the art "unmarketing" to use a time-stamped word by Scott Stratten - i.e. rebuilding a marketing strategy from the bottom up - entails, for many companies, a serious reassessment of some entrenched marketing habits. Hence the resolutely didactic approach of the two parts of the book: "The New Reality of Marketing and Creating Customer Service" and "Forever Students of New Media."
The second half of the book comprises four parts that detail the new responsibilities that come up with the potential of social media, and focuses more specifically on what a "new marketing" approach may look like. One of the most remarkable sections is related to "defining the rules of engagement." It unambiguously shows to the skeptics that the social media revolution is not a passing phenomenon spurred on or controlled by influencers, but the reality of today's computing, one of the incarnations of the social Web, and that it is set to transform every single company from the inside. The examples of IBM's and Intel's guide-lines (and its digital IQ Program) do not only demonstrate the forward-thinking intelligence of people like Bryan Rhoads or Ken Kaplan, but also the proactive approach of highly regarded companies as they define new roles and responsibilities to adapt to a new world. Digital intelligence is not simply the prerogative of a handful of gurus appointed to task forces or advisory boards, it will also be part of the job description of most employees in the close future if they want to be up to par with educated customers. The scope of the book stops here, but it's clear that the social media revolution will lead to the reassessment of corporate cultures, employee empowerment methodologies, and linguistic and artistic skills. "Unmarketing" just like any vibrant "marketing" starts from within. Corporate stonewalling doesn't have too much future.
End result: a serious book that gathers the Zeitgeist (and will bring many people up to speed with trends and idioms). Somewhat voluble, yet kindly extroverted and definitely useful if you want to create a social media plan.
So why is this book so good?
It's well written. This book is so useful because of how the author eases the reader into the language of marketing and social media. The book assumes nothing about the reader's previous knowledge, and explains each term that the author, Brian Solis, uses. Anyone can begin reading and immediately understand the author's writing . On top of that it's enjoyable to read. The informal tone of the book makes it easy to pick up the book and begin reading it.
It’s comprehensive. Solis wants the reader to understand how to market their business through social media, and covers a lot of topics in this book. The early chapters are structured like a college curriculum; starting with Social Media 101 and going all the way through Social Media 901. They cover the basic and intermediate topics of social media; going through how to use Facebook and Twitter, detailing how blogging networks are different from Facebook users, and how to connect with customers on an individual basis through Twitter. These lessons are invaluable, for an individual starting a business to or even an established corporate entity.
Solis gives out a tremendous amount of information during these chapters. He explains the reasoning behind his marketing strategies, he gives examples of how actual companies have been successful, and he reviews an incredible number of tools for people and businesses to use. I myself will be using tools from Chapters 19 and 20 to help establish my own business.
Unfortunately, all this comprehensive content makes this a pretty thick book. Engage! weighs in at 316 pages plus a twenty page introduction. The other problem is that the author is written for a very broad audience. Since the book is trying to write to both a beginner and expert marketers, some chapters will bore the readers, while others will hopelessly confuse the. The last chapters of the book will swamp anyone without a formal marketing background, and subject is to skewed towards large corporate businesses.
But the last reason this book is worth it, is because it states a plan of action. Unlike many other books, Solis gives a detailed and concise plan how to improve a business' social media policy. Chapter 26 details a step-by-step process to find your current standing, and then improve it.
After all is said and done, is this book any good? Is it worth it?
Yes. This book is a phenomenal resource to anyone who has an interest in social media marketing. Its well written, its informative, and it gives you a how-to guide to get yourself started.