Digital Sense
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Оглавление
Snook Chris. Digital Sense
ACKNOWLEDGMENTS
FOREWORD
PREFACE. A TALE OF TWO “TWEETIES”
The “Save Our Chiefs” Movement
Optus in Australia
The Genesis of This Book
SECTION I. OVERVIEW
1. THE GAME AT SPEED
Why Your Organization Needs a Digital Sense DNA Layer
The Game Has Forever Been Changed
Bits of Knowledge
Who Is This Book For?
2. INFLUENCERS, ZOMBIES, AND EVERYTHING BETWEEN
The Rise of Digital Transformation
Attention and Trust
Influencers, Amplifiers, Motivatables, and Zombies
SECTION II. BUILDING A CUSTOMER-CENTRIC ORGANIZATION
3. INTRODUCING THE EXPERIENCE MARKETING FRAMEWORK
The Framework to Ask Powerful Questions
The Experience Marketing Framework
Customer Experience Is the Battleground in a Digital World
Takeaways from Introducing the EMF
4. THE INSIGHTS LAYER
The Customer Is the Main Thing
Customers, Competitors, and Forces
The Customer
The Importance of Persona and Customer Journey Mapping
Audience Development Exercise
Look Honestly at Your Competitive Landscape
The Customer Is the Asset
“Use the Force, Luke!”
The 6 Ds (Phases) as Classified by Peter Diamandis
5. MIND OVER ORGANIZATIONAL MATTER
Mind and Brain Mechanics 101
Substance Is all Around Us. We Just Need the Thought
The Stick-Person Explained
Understanding the Mind Using the Stick-Person Graphic
The Six Intellectual Faculties
What to Do When the Zombies Attack
Break through Your Comfort Zone
Nothing Stays the Same!
6. THE VISION LAYER
The Vision Layer + Social Business
The Vision Layer Exercises
Customer Journeys
The Journey Map Touch Point Exercise
Scope
Takeaways from the Vision Layer
7. THE SUCCESS LAYER
What Is a Social Business?
Begin with the End in Mind
Loops, Love, and ROI
Optimizing the Operational Loop
Audit 1: ROT Content Audit
Audit 2: Brand Guidelines Audit
Audit 3: Heuristic Audit
Good Governance Guidelines
Takeaways from the Success Layer
SECTION III. SOCIAL BUSINESS STRATEGIES AND TACTICS
8. SOCIAL BUSINESS STRATEGY FOR MARKETING
Appropriate Campaign Goals
Content Marketing and Paid Media Amplification
Search Engine Optimization (SEO)
Key Determinants Impacting Your Organic Search Ranking
Enterprise Paid Search
Predictive Advertising Management
GEO Targeting and IP-Based Advertising
9. SOCIAL BUSINESS STRATEGY FOR SALES
What Is Social Selling?
Why Is Social Selling Important?
Goals for Social Selling
Who Should Own Social Selling?
The Social Selling System
Social Selling Implementation
Social Selling Challenges
Account-Based Marketing (ABM)
10. SOCIAL BUSINESS STRATEGY FOR INFLUENCERS AND EMPLOYEE ADVOCATES
Influencer Marketing Tech Is Fragmented
Key Trend 1: Decline of Advertising Due to the Massive Increase in Ad Blockers Globally
Key Trend 2: Rise of Influencer Programs Is Leading to Greater Need for Efficiencies and Proving ROI
Key Trend 3: CMOs Are Driving the Budget Increase in Marketing Technology Spend
Key Trend 4: Four Critical Factors Are Fueling the Chaos in Influencer Marketing
The Five Categories of Influencer Marketing Tech
Influencer Marketing Platform “5 Capabilities” Model
The Influencer Marketing Manifesto
Community: Size and Type of Audience
Content: Format and Type
Channel: Social Networks and Sites
Credibility: Topical Relevancy
Chemistry: Brand-Influencer Fit
Controversy: Lack of Resonance and Transparency
Employee Advocacy
Employees Are the Most Credible Voices in Your Organization
Employee Advocacy Drives Sales
Who Is Doing Employee Advocacy Right?
11. SOCIAL BUSINESS STRATEGY FOR HR
Social Recruiting
Use Social Media to Evaluate Cultural Fit
The New Face of Social Recruitment
Play Sherlock
Themes for Your Advertising
12. SOCIAL BUSINESS STRATEGY FOR CUSTOMER SERVICE
We All Want the Same Simple Pleasures
Social Media Triage
Audit Your CX Center of Excellence
Where to Begin?
SECTION IV. DATA AND AUTOMATION
13. DESIGNING YOUR ULTIMATE MARKETING STACK
How to Build a Solid MarTech Stack
Bottoms Up
CRM
Marketing Automation
Tag Management
Analytics and Tracking: You Need to Track Your Performance, Ads, Technology, and Everything Else
Invest in Keeping Your Stack Open
Monitoring the MarTech Stack
MarTech That Drives Business Growth
Agile Is Your Savior
Marketing Technology Frameworks and the EMF
Always-On Assessment, Evaluation, and Adoption
No Single Platform Winner aka “Marketing Operating System”
Build, Buy, or Rent?
Mobile Marketing Technology Stacks
Drive Internal Buy-In and Stakeholder Influence by Measured ROI
SECTION V. FUTURE-PROOFING
14. BUILDING A PERSONAL BRAND, BRO
Business Relationship Optimization
Ass Kiss it Forward
ProSumerTribuDucers
15. AVOIDING OBSOLESCENCE AND THE ROAD AHEAD
Dead Ideas
Experts Evolve into Sensemakers!
Lifelong Learning as a Habit
5G, IOT, AI, VR, and Drones, Oh My!
The Fourth Industrial Revolution
Virtual Reality Mini-VRcations
Virtual Reality Masterminds and Uploadable Consciousness
5G Allows Minimal Latency
The Dark Side of Drones
5G Possibilities
ABOUT THE AUTHORS
INDEX
Отрывок из книги
We owe so many wise and loving people thanks for the completion of this project and wish to acknowledge them below.
Thanks to Brian Solis for your friendship and your willingness to support our efforts with your amazing foreword.
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With Travis being the disgruntled Twitter “cc get a clue” guy, he wasn't about to be on the forefront of this movement. However, he was able to give key strategic advice and help grow their social media channels rapidly. A fundraiser was created on ChiefsPlanet for airplane banners to fly over Arrowhead. When it was all said and done, they had crowdfunded almost $6,500 to have airplanes fly a banner over the home stadium and parking lot before each game. Once the banner was funded, Travis reached out to his local media contacts, who had interviewed him for the Chiefs Twitter story. He relayed the news back to the members at ChiefsPlanet.
WE DESERVE BETTER! FIRE PIOLI! BENCH CASSEL! the first banner said.
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