Social Media Marketing

xix■ INTRODUCTION Part III: Social Business Building Blocks Part III takes social technology as it is applied to business down t ...

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I Social Business Fundamentals Arriving at Bengaluru International Airport in India in June 2009, I found my checked bags on the ...

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(^3) ■ SOCIAL M EDIA AND C USTOMER E NGAGEMENT 1 Social Media and Customer Engagement Given the visible impact of Web 2.0 in mar ...

4 c h a p t e r 1 : SOCIAL M EDIA AND C USTOMER E NGAGEMENT ■ The Social Feedback Cycle For a lot of organizations—including bus ...

(^5) ■ THE S OCIAL F EEDBACK C YCLE Figure 1.1 shows the classic purchase funnel, connected to the Social Web through “digital w ...

6 c h a p t e r 1 : SOCIAL M EDIA AND C USTOMER E NGAGEMENT ■ experience in some place you’d never been before. Prior to visible ...

(^7) ■ THE S OCIAL F EEDBACK C YCLE social technology throughout and across the business. Social business takes social con- cept ...

8 c h a p t e r 1 : SOCIAL M EDIA AND C USTOMER E NGAGEMENT ■ information that you don’t have, information that precisely becaus ...

(^9) ■ THE S OCIAL F EEDBACK C YCLE actual identity. More and more, people write comments in the hopes that they will be recogni ...

10 c h a p t e r 1 : SOCIAL M EDIA AND C USTOMER E NGAGEMENT ■ marketing.” Each directly involves multiple disciplines within th ...

(^11) ■ THE S OCIAL W EB AND E NGAGEMENT fear-free. Everyone knew their place and everyone watched out for each other (and espec ...

12 c h a p t e r 1 : SOCIAL MEDIA AND CUSTOMER ENGAGEMENT ■ they are ensured a future in running that business. At times, howeve ...

(^13) ■ THE S OCIAL W EB AND E NGAGEMENT In Chapter 8, “Engagement on the Social Web,” and Chapter 9, “Social CRM,” I show how t ...

14 c h a p t e r 1 : SOCIAL M EDIA AND C USTOMER E NGAGEMENT ■ The Social Web (aka Web 2.0) revolves around conversations, socia ...

(^15) ■ THE S OCIAL W EB AND E NGAGEMENT supporting the business. This is achieved within the communities frequented by stake- h ...

16 c h a p t e r 1 : SOCIAL MEDIA AND CUSTOMER ENGAGEMENT ■ Consumption The fi rst of the foundational blocks in the process of ...

(^17) ■ THE S OCIAL W EB AND E NGAGEMENT the content still matters—no one wants to hang out in a vacuum—but the interactions and ...

18 c h a p t e r 1 : SOCIAL MEDIA AND CUSTOMER ENGAGEMENT ■ Creation Beyond curation is what is more generally recognized as “co ...