| |
| |
| |
| Understanding the Digital Media Landscape | |
| |
| |
| Digital Media Types | |
| |
| |
| Paid Media | |
| |
| |
| Owned Media | |
| |
| |
| |
| Understanding Digital Analytics Concepts | |
| |
| |
| Starting at the Top | |
| |
| |
| Determining Your Owned and Earned Social Metrics | |
| |
| |
| Owned Social Metrics | |
| |
| |
| Earned Social Media Metrics | |
| |
| |
| Demystifying Web Data | |
| |
| |
| Searching for the Right Metrics | |
| |
| |
| Paid Searches | |
| |
| |
| Organic Searches | |
| |
| |
| Aligning Digital and Traditional Analytics | |
| |
| |
| Primary Research | |
| |
| |
| Traditional Media Monitoring | |
| |
| |
| Traditional CRM Data | |
| |
| |
| Bringing It All Together | |
| |
| |
| The Reporting Time Line | |
| |
| |
| The Reporting Template | |
| |
| |
| Different Strokes for Different Folks | |
| |
| |
| |
| Picking the Tools of the Trade | |
| |
| |
| Identifying a Social Media Listening Tool | |
| |
| |
| Data Capture | |
| |
| |
| Spam Prevention | |
| |
| |
| Integration with Other Data Sources | |
| |
| |
| Cost | |
| |
| |
| Mobile Capability | |
| |
| |
| API Access | |
| |
| |
| Consistent User Interface | |
| |
| |
| Workflow Functionality | |
| |
| |
| Historical Data | |
| |
| |
| Understanding Social Media Engagement Software | |
| |
| |
| Easy-to-Navigate User Interface | |
| |
| |
| Reliability | |
| |
| |
| Robust Analytics Dashboards | |
| |
| |
| Beware of the Black Box Algorithm | |
| |
| |
| Mobility | |
| |
| |
| CRM Hooks | |
| |
| |
| Social Governance | |
| |
| |
| Monitoring Platform Integration | |
| |
| |
| Purchasing Social Media Engagement Tools | |
| |
| |
| Who Decides Which Tool to Buy? | |
| |
| |
| Which Tools Should You Evaluate? | |
| |
| |
| How Do You Manage Growth? | |
| |
| |
| How do you Establish a Long-Term Partnership with Your Listening Provider? | |
| |
| |
| Conclusion | |
| |
| |
| |
| Tools: Social Media Listening | |
| |
| |
| Social Media Listening Evolution | |
| |
| |
| Social Media Listening in the Present Day | |
| |
| |
| Understanding Sysomos | |
| |
| |
| Radian6's Effect on the Marketing Community | |
| |
| |
| The Best of the Rest | |
| |
| |
| International Listening: The New Frontier | |
| |
| |
| What's Next for Social Media Listening? | |
| |
| |
| |
| Tools: Search Analytics | |
| |
| |
| Understanding the Basics of Search | |
| |
| |
| Search Analytics Use Cases | |
| |
| |
| Free Tools for Collecting Insights Through Search Data | |
| |
| |
| Google Trends | |
| |
| |
| YouTube Trends | |
| |
| |
| The Google AdWords Keyword Tool | |
| |
| |
| Yahoo! Clues | |
| |
| |
| Paid Tools for Collecting Insights Through Search Data | |
| |
| |
| The BrightEdge SEO Platform | |
| |
| |
| Wrapping up Search Analytics | |
| |
| |
| |
| Tools: Audience Analysis | |
| |
| |
| What Is Audience Analysis? | |
| |
| |
| Audience Analysis Use Cases | |
| |
| |
| Digital Strategy | |
| |
| |
| Content Strategy | |
| |
| |
| Engagement Strategy | |
| |
| |
| Search Engine Optimization | |
| |
| |
| Content Optimization | |
| |
| |
| User Experience Design | |
| |
| |
| Audience Segmentation | |
| |
| |
| Audience Analysis Tool Types | |
| |
| |
| Additional Audience Analysis Techniques | |
| |
| |
| Conversation Typing | |
| |
| |
| Event Triggers | |
| |
| |
| |
| Tools: Content Analysis | |
| |
| |
| Content Audits | |
| |
| |
| Content Audit Checklist | |
| |
| |
| Real-Time Analytics | |
| |
| |
| Optimizing Content Distribution | |
| |
| |
| Analyzing Content Consumption | |
| |
| |
| Learning Agendas | |
| |
| |
| Classifying Results for Content Analysis | |
| |
| |
| |
| Tools: Engagement Analysis | |
| |
| |
| Introducing SMES | |
| |
| |
| Using Robust Analytics Dashboards | |
| |
| |
| Scheduling Content | |
| |
| |
| Posting to All Major Social Media Networks | |
| |
| |
| Uploading Multimedia Content | |
| |
| |
| Geo-Targeting Posts | |
| |
| |
| Post Tagging | |
| |
| |
| Using an SMES Tool for a Small to Medium-Size Business | |
| |
| |
| HootSuite | |
| |
| |
| Argyle Social | |
| |
| |
| Understanding the Enterprise SMES Landscape | |
| |
| |
| Spredfast | |
| |
| |
| Wildfire | |
| |
| |
| Sprinklr | |
| |
| |
| Vitrue | |
| |
| |
| Buddy Media | |
| |
| |
| The Future of SMES Tools | |
| |
| |
| |
| Understanding Digital Influence | |
| |
| |
| Understanding the Reality of Digital Influence | |
| |
| |
| The "Tipping Point" Phenomenon | |
| |
| |
| The Community Rules Phenomenon | |
| |
| |
| Developing a Modern-Day Media List | |
| |
| |
| Using the Tools of the Trade | |
| |
| |
| Klout | |
| |
| |
| PeerIndex | |
| |
| |
| Online Versus Offline Influence | |
| |
| |
| Using the Influencer List | |
| |
| |
| |
| Developing Your Social Media Listening Program | |
| |
| |
| How Other Companies Are Listening Today | |
| |
| |
| Using Listening Data for Program Planning | |
| |
| |
| Utilizing Listening Data for Ongoing, Proactive Communications | |
| |
| |
| Understanding What Listening Can Do | |
| |
| |
| Real-Time Content Development | |
| |
| |
| Developing Better Relationships with Customers | |
| |
| |
| Gaining Product Knowledge Through Listening | |
| |
| |
| Marketing Through Conversation | |
| |
| |
| Gathering Business Intelligence | |
| |
| |
| Implementing Your Listening Program | |
| |
| |
| Sharpening Your Listening Weapon | |
| |
| |
| Developing Your Training Program | |
| |
| |
| Setting Up a Reporting Template | |
| |
| |
| Responding to Online Conversations | |
| |
| |
| |
| How to Use Listening to Inform Marketing Programs | |
| |
| |
| Understanding the Conversation Audit | |
| |
| |
| Scoping the Conversation Audit | |
| |
| |
| Elements of a Conversation Audit | |
| |
| |
| Fitting the Conversation Audit into the Program Planning Continuum | |
| |
| |
| Identifying Online Influencers | |
| |
| |
| Conducting Social Brand Benchmarking | |
| |
| |
| Conclusion | |
| |
| |
| |
| Using Online Data to Anticipate a Crisis | |
| |
| |
| Developing a Modern-Day Issues Management Plan | |
| |
| |
| Identifying Known Issues | |
| |
| |
| Listing the Known Issues | |
| |
| |
| Knowing the Share of Conversation Online | |
| |
| |
| Knowing Profile Pro and Con Influencers | |
| |
| |
| Briefing and Getting to Know the Influencers | |
| |
| |
| Placing the Right Content | |
| |
| |
| Knowing the Positive and Negative Words | |
| |
| |
| Tagging the Right Words | |
| |
| |
| Crisis Day Monitoring and Ongoing Reporting | |
| |
| |
| Dealing with the Issue Hitting | |
| |
| |
| Developing Your Content Plan | |
| |
| |
| Developing Your Reporting Plan and Reporting Cadence | |
| |
| |
| Correcting the History After a Crisis Is Over | |
| |
| |
| Evaluating Your Preliminary Research | |
| |
| |
| Identifying Key Third Parties and a Content | |
| |
| |
| Syndication Plan | |
| |
| |
| |
| Improving Customer Service | |
| |
| |
| The Social Customer Service Conflict | |
| |
| |
| Understanding the Customer | |
| |
| |
| Understanding Customer Intent | |
| |
| |
| Personalizing the Customer Experience | |
| |
| |
| Social Customer Service Models | |
| |
| |
| The Ad Hoc Stage of Customer Service | |
| |
| |
| The Limited Stage of Customer Service | |
| |
| |
| The Formal Stage of Customer Service | |
| |
| |
| Delta Air Lines | |
| |
| |
| |
| Launching a New Product | |
| |
| |
| General Overview of the Product Lifecycle | |
| |
| |
| The Product Lifecycle Introduction Phase | |
| |
| |
| What Is the Consumer Reaction to Product X? | |
| |
| |
| What Are the Consumer Concerns About Product X? | |
| |
| |
| What Are the Consumer's Unmet Needs? | |
| |
| |
| The Product Lifecycle Growth Phase | |
| |
| |
| What Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated? | |
| |
| |
| Who Are the Influencers in the Product X Conversation? | |
| |
| |
| What Is the Consumer Reaction to Retail/Promotions for Product X? | |
| |
| |
| The Product Lifecycle Maturity Phase | |
| |
| |
| What Consumer Trends and Preferences Have Emerged Around Product X Use? | |
| |
| |
| What Related Products Do Consumers Show Interest In? | |
| |
| |
| Conclusion | |
| |
| |
| |
| Formulating Your Research Plan | |
| |
| |
| Developing Your Source List | |
| |
| |
| Identifying Data Sources | |
| |
| |
| Picking the Channels for Analysis | |
| |
| |
| Identifying Search and Source Languages | |
| |
| |
| Nailing Down the Research Methods | |
| |
| |
| Developing a Hypothesis | |
| |
| |
| Time Frame for Analysis | |
| |
| |
| Identifying the Project Team | |
| |
| |
| Determining the Depth of Analysis | |
| |
| |
| Building the Coding Framework | |
| |
| |
| Taking a Sentiment Approach | |
| |
| |
| Filtering Spam and Bots | |
| |
| |
| |
| Making Reports Easy to Understand and Communicate | |
| |
| |
| Constructing Reports | |
| |
| |
| Building a Report from Back to Front | |
| |
| |
| Ensuring That You Have a Reasonable Hypothesis | |
| |
| |
| Focusing on the Five Ws | |
| |
| |
| Formatting Reports | |
| |
| |
| Understanding Your Report Time Frame | |
| |
| |
| Delivering a Report | |
| |
| |
| Understanding Report Use Cases | |
| |
| |
| The Executive-Level Use Case | |
| |
| |
| The Management-Level Use Case | |
| |
| |
| The Analyst-Level Use Case | |
| |
| |
| Building a Central Repository of Information | |
| |
| |
| Command Centers | |
| |
| |
| Web-Based Applications | |
| |
| |
| |
| Search Analysis | |
| |
| |
| Search Analytics for Digital Strategy | |
| |
| |
| Search Analytics for Content Strategy and Planning | |
| |
| |
| Search Analytics for Paid Advertising | |
| |
| |
| |
| ROI = Return on Investment | |
| |
| |
| Defining ROI | |
| |
| |
| Return on Engagement (ROE) | |
| |
| |
| Return on Influence | |
| |
| |
| Return on Experience | |
| |
| |
| Properly Tracking ROI | |
| |
| |
| Understanding the Top-Down Revenue Measurement Approaches | |
| |
| |
| Utilizing Bottom-Up Measurement Models | |
| |
| |
| |
| Creating the Best-Practice Measurement Scorecard | |
| |
| |
| Understanding Measurement Fundamentals | |
| |
| |
| Conducting Benchmark Research | |
| |
| |
| Strategy Development | |
| |
| |
| Tactical Elements | |
| |
| |
| Measurement Practices | |
| |
| |
| Developing Your Measurement Reporting Cadence | |
| |
| |
| Annual Reporting | |
| |
| |
| Quarterly Reporting | |
| |
| |
| Monthly Reporting | |
| |
| |
| Daily/Hourly Reporting | |
| |
| |
| |
| Mobile Analytics: How Mobile Is Different than Other Digital Channels | |
| |
| |
| Understanding the Current Mobile Market Landscape | |
| |
| |
| Growth in Smartphone Adoption | |
| |
| |
| The Battle Between iOS and Android | |
| |
| |
| The Explosion of Global Mobile Web Traffic | |
| |
| |
| The Introduction of Mobile Advertising | |
| |
| |
| Identifying What Is Next for Mobile Marketing | |
| |
| |
| Increased Use of Apple Passbook | |
| |
| |
| Improvements in Facebook's Mobile Functionality | |
| |
| |
| Expansion of Location-Based Technologies | |
| |
| |
| Increased Strength of Mobile Measurement | |
| |
| |
| The Current State of Measuring Mobile | |
| |
| |
| Marketing Activities | |
| |
| |
| Mobile Device Reporting | |
| |
| |
| Audience/Visitor Metrics | |
| |
| |
| Mobile App Performance | |
| |
| |
| The Future State of Measuring Mobile Marketing Activities | |
| |
| |
| |
| Social CRM | |
| |
| |
| Defining Social CRM | |
| |
| |
| Rolling Out a Social CRM Initiative | |
| |
| |
| Identifying a Social CRM Solution | |
| |
| |
| Batchbook from BatchBlue | |
| |
| |
| The Jive Social Business Platform | |
| |
| |
| The Lithium Social Customer Suite | |
| |
| |
| The Meltwater Buzz Engage Module | |
| |
| |
| Nimble | |
| |
| |
| SugarCRM | |
| |
| |
| Analyzing the Future of Social CRM | |
| |
| |
| |
| The Future of Digital Data: Business Intelligence | |
| |
| |
| Watching How the Digital Analytics Disciplines Evolve | |
| |
| |
| Predicting the Future of Social Media Listening | |
| |
| |
| Diving into Search Analytics | |
| |
| |
| Looking into the Audience Analysis Crystal Ball | |
| |
| |
| Forecasting the Content Analysis of the Future | |
| |
| |
| Extrapolating the Path of Engagement Analytics | |
| |
| |
| Knowing the Influencer Analysis Landscape | |
| |
| |
| Understanding Where Digital Analytics Goes from Here | |
| |
| |
| Bridging the Analytics Talent Gap | |
| |
| |
| Housing Your Customer Data | |
| |
| |
| Index | |