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Product Description
Product Description
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?
From the Back Cover
The ultimate guide to branding and building your business in the era of the Social Web
"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.
Inside This Book
(Learn More)
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Most helpful customer reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars
A truly comprehensive guide,
By
This review is from: Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web (Hardcover)
Brian Solis is one of the world's foremost experts on "social media". His book, Engage, is intended to be a "complete guide for brands and businesses to build, cultivate, and measure success in the New Web". And indeed it is.This book is worth its price and more just for the extensive statistics, best practices from leading brands (e.g. the Home Depot channel on YouTube; the Best Buy "Twelpforce"on Twitter; the Intel social media guidelines), and its up-to-date inventory of new media that are available. But beyond these Solis also makes numerous useful observations: - "The previous hierarchy of messaging has collapsed. Now in order to appeal to customers, clients, or potential stakeholders, we must approach them from top-down, bottom-up, and side-to-side... We must sanction and amplify the experts and emissaries" (p. 10) - "Specifically we are looking to uncover: material social networks; people linked through common interests that are germane to our business, industry and marketplace; keywords commonly used by community members; patterns for discovering and sharing information; influence of outside networks and also the effects of existing networks on external communities; influential voices, tiered, and how they form distinct and overlapping connections; the personalities of networks and the specific communities; the nature of threads, memes, and associated sentiment; the language of inhabitants; the prevailing culture and our potential place within it; the tools people use to communicate in and around each network." (p. 14) - "Go where your customers are, and not where they aren't. Give them something to read. Give them something to share. Give them reasons to respond." (p. 44) - "Wikipedia entries regarding your company and market are highly influential to visitors who visit those pages. The Google page-rank function is incredibly strong in Wikipedia, and in most cases the leading result for any search in Google will direct you to the corresponding page in Wikipedia." (p. 47) - "World of Warcraft, a popular MMOG, is rife with branded content. In many cases, companies pay for prominent placement within the networks as they can psychologically connect with users at a peer level. There's a general sentiment that the sponsoring brand is part of the community because it supports the community." (p. 49) - "Top 10 ways to monetize real-time conversations: 10. Lead generation; 9. Coupons; 8. Analytics/ analyzing the data; 7. Enterprise CRM; 6. Payments; 5. Commerce; 4. User-authentication/ verifying accounts; 3. Syndication of new ads; 2. Advertising/ context and display ads; 1. Acquiring followers." (p. 85) - Social Media Optimization (SMO) through titles, descriptions, tags, content distribution, links and "liking" (pp. 107-112) - "Adding to the list of attributes that are fundamental drivers for creating effective online presences and corresponding communities, we should also include those seeking: 1. Recognition; 2. Affinity/ association; 3. Purpose; 4. Insight; 5. Entertainment; 6. Rewards; 7. Empowerment; 8. Resolution; 9. Access; 10. Exclusive content." (p. 126) - "Top 10 Guidelines for Social Media participation: 1. Be transparent and state where you work; 2. Never represent yourself in a false way; 3. Post meaningful, respectful comments; 4. Use common sense and common courtesy; 5. Stick to your area of expertise; 6. When disagreeing, keep it polite; 7. Be diplomatic when writing about the competition; 8. Never comment on legal matters; 9. Never participate in social media in crisis situations - refer to PR or legal affairs; 10. Protect confidential information." (pp. 196-198) - A detailed process for "Establishing a Conversation Index": Step 1. Listening; Step 2. Documentation; Step 3. Presentation; Step 4. Observation (pp. 220-227) - A summary of Forrester's "Social Technographics Ladder" to segment social media participants (pp. 255-258) - An outline for a Social Media Plan (pp. 277-280) - And "The New Media Scorecard" to measure ROI (pp. 321-345) Despite its wealth of useful information, there are a few annoying rhetorical excesses and even spelling errors in this book, for example "It is the dawn of a democratized information economy"; "the interactive Web served as a great equalizer"; "genuine participation is a new blueprint for unmarketing"; "affect" where it should be "effect"; and the hyped "Foreword by Ashton Kutcher" which consists of a grand total of one page full of clichés. Any 10-year-old girls or 60-year-old cougars who bought the book for Ashton are in for a disappointment. It is not surprising that a book about "social media" would hype social media, but a few comments on terminology might be appropriate. First, Facebook did not invent human sociability. ALL media are "social media", whether a caveman's pictographs, newspapers, e-mails or Facebook: they are each media through which messages - intended and unintended - are communicated from senders to - intended or unintended - receivers, who in turn may or may not "engage". Second, calling Facebook "the New Web" is like calling a garden "The New Nature". It is trivially true, in the sense that chronologically Facebook was invented after the Web; but it is not a "New Web", but rather a limited, domesticated corner of it. And finally, a recent study by Nielsen and Facebook has suggested that an "earned" impression on a social media site may increase intrusion, comprehension and purchase intent (Understanding the Value of a Social Media Impression, April 2010). Nonetheless, it is important to keep in mind that, according to Keller Fay, Word-of-Mouth online represents only about 10% of WOM - 90% is offline. So despite its relevance, "social media" marketing is but one important component of a more comprehensive WOM marketing strategy. That having been said, for social media marketing, Solis' book is a great place to start.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.2 out of 5 stars (45 customer reviews) 35 of 38 people found the following review helpful
3.0 out of 5 stars
wish there was more ACTION steps for small companies,
By Jacob Versluis "music enthusiast" - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web (Hardcover)
The book clearly explains that we're in the process of a paradigm shift here regarding marketing/PR and the like. So props for that. I guess I was looking for more of a manual of "how-to's" in the social media realm. There was some good stuff in here. But as a small business owner I found myself skipping over a fair amount of the pages that were discussing how different departments should respond and what their goals should be. I would say pick this book up if you're part of a big organization trying to better understand "social media" and you want to find a place for it in your mid to large size company.
28 of 33 people found the following review helpful
5.0 out of 5 stars
Creating a Social Media Plan to "Engage",
By Marylene Delbourg-Delphis - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web (Hardcover)
"Perhaps the biggest mistakes committed by businesses, personalities, and brands in social media occur when people jump into social networks blindly without establishing guidelines, a plan of action, a sense of what people are seeking and how and why they communicated, an understanding of where people are congregating, a definition of what they represent and how they will personify the brand online, and the goals, objectives, and metrics associated with participation." Albeit fairly late in the book, this sentence sums up the purpose of Brian Solis in Engage! One more book about Social Media, sure; but this one is one of the best written. It's almost reassuring to read sentences that exceed 140 characters (or twenty words), and, while you can find all the trendy buzzwords and expressions on virtually every page, the author authentically tries to assist social media managers as they transition from the broadcasting age to the intricacies of a new form of netcasting architecture where both users and corporations exchange "social objects." How well or efficiently can they do so? This book provides social media managers with the background knowledge and practical notions that they can leverage to design a consistent strategy.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. 11 of 12 people found the following review helpful
4.0 out of 5 stars
Engage by Brian Solis (Wiley),
By BlogOnBooks "BlogOnBooks" - Published on Amazon.com
This review is from: Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web (Hardcover)
Much like the de rigueur necessity of having a website a decade ago, it has become increasingly apparent that any company looking to establish a direct connection with their consumers now needs to have a social marketing strategy as well. Yet, with a daily growing array of platforms and tools now available to accomplish such goals, the choices and strategies needed to achieve such relationships can often seem overwhelming at best.With a surfeit of so-called social marketing `experts' now in the marketplace, how can a brand be sure they are getting the best advice and a full understanding of the expanding number of options available to accomplish this mission? Enter Brian Solis. In recent years, Solis has emerged as one of the foremost experts on social marketing. His new book, `Engage! The Complete Guide for Brands and Businesses to Build, Cultivate and Measure Success in the New Web,' offers a truly comprehensive guide to managing a company's online brand awareness and customer interaction that is second to none. Solis opens the kimono on everything from establishing a company's initial messaging goals and approach to a deep dig into the tools and platforms currently available to facilitate and evaluate the success of an effective social media campaign. While admitting various brands have different needs, Solis lays out his program like a college curriculum offering fourteen chapters that create the rubric for `The New Media University: 101 to MBA.' `Engage' reveals the best practices for establishing brand identity, reputation, rules of engagement and feedback, both through carefully planned corporate planning as well as through the use of tools ranging from social networks, widgets, feeds and more designed to facilitate the best messaging systems, listening devices and conversational workflows. Solis provides access to a broad array of resources, some so new that they aren't actually even in full operation yet when we tested their websites! At the end of the day, Solis appears to cover every single aspect of social marketing and while the book eventually gets into some very heady stuff regarding feedback metrics, charting and tracking programs, it is clear that this book goes further than any volume we have yet to see on this subject. Whether most companies can keep up with the extensive options Solis presents has yet to be seen. Of course, this new medium is far from a static state and therefore there are clearly more platforms and tools just around the corner (Gowalla, anyone?) For that Solis offers a website to carry on from here. Well done! |
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