Social Media Marketing

(^99) ■ USING B RAND O UTPOSTS AND C OMMUNITIES Figure 4.4 Coca-Cola: Facebook Brand Outpost Consider Coke’s “Department of Fann ...

100 c h a p t e r 4 : THE S OCIAL B USINESS E COSYSTEM ■ Figure 4.5 The Department of Fannovation Curation occurs through a simp ...

(^101) ■ USING B RAND O UTPOSTS AND C OMMUNITIES Curation drives creation. As noted in Chapter 1, curation—voting, rating, or re ...

102 c h a p t e r 4 : THE S OCIAL B USINESS E COSYSTEM ■ The NCAA audience is obviously part of Coke’s target, and the experienc ...

(^103) ■ THE S OCIAL E COSYSTEM Social Ecosystem Map the Social Graph Social Communities Social Applications Extended Functional ...

104 c h a p t e r 4 : THE S OCIAL B USINESS E COSYSTEM ■ Finally, communities and other social platforms—built around passions, ...

(^105) ■ Review and Hands-On ANDS -O N Review of the Main Points Implementing social business initiatives challenges many of the ...

106 c h a p t e r 4 : THE S OCIAL B USINESS E COSYSTEM ■ Hands-On: Apply What You’ve Learned Apply what you’ve learned in this c ...

II Run a Social Business Ready to see how the basic building blocks and concepts fit together? Part II pulls together the concep ...

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(^109) ■ SOCIAL T ECHNOLOGY AND B USINESS D ECISIONS 5 Social Technology and Business Decisions The real business challenge with ...

110 c h a p t e r 5: SOCIAL TECHNOLOGY AND BUSINESS DECISIONS ■ Create a Social Business Part I of this book started with the en ...

(^111) ■ CREATE A SOCIAL BUSINESS experience of customers and stakeholders, including in venues that you may not have originally ...

112 c h a p t e r 5: SOCIAL T ECHNOLOGY AND B USINESS D ECISIONS ■ Social CRM sits at the core of this cycle—see for example the ...

(^113) ■ UNDERSTAND THE C ONVERSATIONS T HAT M ATTER process change and recognition of the need for collaboration across many fr ...

114 c h a p t e r 5: SOCIAL T ECHNOLOGY AND B USINESS D ECISIONS ■ worse, customers who are nearby—in the social sense, meaning ...

(^115) ■ UNDERSTAND THE C ONVERSATIONS T HAT M ATTER That’s the catch (Yes, there is a catch!) to all of this “free data.” For w ...

116 c h a p t e r 5: SOCIAL TECHNOLOGY AND BUSINESS DECISIONS ■ Active Listening Active listening, a term coined by Rohit Bharga ...

(^117) ■ UNDERSTAND THE C ONVERSATIONS T HAT M ATTER is the combination of listening, understanding customers, and enabling the ...

118 c h a p t e r 5: SOCIAL T ECHNOLOGY AND B USINESS D ECISIONS ■ important and talkworthy, touchpoint analysis provides a meth ...