Digital sense the common sense approach to effectively blending social business strategy, marketing technology, and customer experience
Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfou...
| Otros Autores: | , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
2017.
|
| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630340206719 |
Tabla de Contenidos:
- Digital Sense: The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience
- Contents
- 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
- Reasoning
- Intuition
- Perception
- Will
- Imagination
- Memory
- 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
- Base Content vs. Peripheral Content
- 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
- Modern Enterprise Search Marketing
- Case Study: Fort Collins Startup Week Goes Global on 2,500
- 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)
- Case Study: #Closing Millions for Pennies on the Dollar
- 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
- These Five Capabilities Include:
- 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
- Case Study: #Hirecarlos: How to Get Your Dream Gig with Social Media
- Case Study: Finding 500,000 Worth of Talent for 250 in Ads
- 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
- Data Management Platform (DMP)
- Content Delivery Network (CDN)
- Conversion Optimization
- Campaign Management
- E-mail Marketing
- Mobile Optimization
- Advertising Networks
- Remarketing
- Search Engine Marketing
- Search Engine Advertising
- 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 MeasuredRoi
- 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
- Notes
- About the Authors
- Index
- End User License Agreement.
