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| Foreword | |
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| Introduction: Why This Book Matters Right Now and for the Next Several Years! | |
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| Why I Wrote This Book | |
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| How This Book Is Organized | |
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| Understanding the External and Internal Landscape | |
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| Setting the Stage for Social Business Transformation | |
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| Understanding the External and Internal Landscape | |
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| Understanding the Social Customer and the Chaotic World We Live In | |
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| We Live in a Multi-Screen Economy | |
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| CADD (Customer Attention Deficit Disorder) Is Among Us | |
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| Relevance Is the Key to Content Consumption | |
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| The Customer Journey Is Dynamic | |
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| Customers Are Influential | |
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| Business Objectives Stay the Same Despite the Changes Externally | |
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| Vendor Spotlight-Social Flow | |
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| Defining Social Business Strategy and Planning | |
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| The Social Media "Bright and Shiny" Object | |
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| Social Media Has Caused Internal Business Challenges | |
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| Employees' Inappropriate Use of Social Media | |
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| Internal Confusion About Roles and Responsibilities | |
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| Inconsistent Social Media Measurement Practices | |
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| Outdated Crisis Communication Models | |
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| Expanding Social Media Programs Globally Without Proper Planning | |
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| Disjointed Content and Community Management Practices | |
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| The Daunting Task of Technology Selection and Adoption | |
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| Nonexistent Content Governance Models | |
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| The Three Pillars of Social Business: People, Process, and Platforms | |
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| The Social Business Value Creation Model | |
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| The Differences Between a Social Brand and a Social Business | |
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| Vendor Spotlight-Sprinklr | |
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| Setting the Stage for Social Business Transformation | |
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| Establishing a Centralized "Editorial" Social Business Center of Excellence | |
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| A Lesson from Tesla Motors | |
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| Building Your Social Business Center of Excellence (CoE) | |
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| The Responsibilities of a Center of Excellence | |
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| The Organizational DNA and Team Dynamics | |
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| Considerations for Building a Social Business Center of Excellence | |
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| How the Center of Excellence Integrates into Your Organization | |
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| Vendor Spotlight-Jive | |
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| Empowering Employees, Customers, and Partners to Feed the Content Engine | |
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| An Overview of Employee Advocacy | |
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| Advocacy, Trust, and Credibility Are Synonymous | |
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| Employees as Brand Journalists | |
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| An Overview of Customer Advocacy | |
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| How to Scale and Plan an Enterprise Advocacy Program | |
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| Program Infrastructure | |
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| Content Strategy | |
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| Measurement | |
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| Technology | |
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| GaggleAMP Helps Scale Employee Advocacy | |
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| Napkin Labs Helps Scale Customer Advocacy | |
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| Pure Channel Apps and the Channel Partner Content Opportunity | |
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| Vendor Spotlight-Expion | |
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| Building Your Social Business Command Center | |
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| The Strategic Importance of a Social Business Command Center | |
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| The Social Business Command Center Framework | |
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| How to Build a Social Business Command Center | |
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| Discovery | |
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| Planning | |
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| Implementation | |
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| Reporting | |
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| Kaizen | |
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| Social Business Command Centers in Action | |
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| University of Oregon | |
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| Cisco Systems | |
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| Clemson University | |
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| American Red Cross | |
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| Gatorade | |
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| The New Form of Command Center Operations: Real-Time Marketing | |
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| Not Everyone's Onboard with Real-Time | |
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| Real-Time Marketing Technology | |
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| Vendor Spotlight: HootSuite, MutualMind, PeopleBrowsr, Tickr, and Tracx | |
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| HootSuite | |
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| MutualMind | |
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| PeopleBrowsr | |
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| Tickr | |
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| Tracx | |
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| Understanding the Challenges of Content Marketing | |
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| Examples of Brands Taking Content Marketing to the Next Level | |
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| Virgin Mobile | |
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| American Express | |
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| Marriott | |
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| L'Or�al | |
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| Vanguard | |
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| Content Marketing Challenges: What the Experts Say | |
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| Nestle Purina | |
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| AARP (American Association of Retired Persons) | |
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| Kellog | |
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| Cisco | |
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| Capri Sun | |
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| Mindjet | |
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| Sears | |
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| Kinvey | |
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| Ricoh | |
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| ArCompany | |
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| Content Marketing Challenges: What Does the Data Show? | |
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| Moving Past the Content Marketing Buzzword | |
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| Vendor Spotlight-Kapost | |
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| Developing Your Content Strategy | |
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| Defining Your Brand Story and Content Narrative | |
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| The Inputs Needed to Build Your Content Narrative | |
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| Brand Messaging & Product Benefits | |
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| The Non-Business Issues Important to Your Brand | |
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| Media Perceptions of the Brand | |
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| Community Perceptions of the Brand | |
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| Fan Interests | |
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| Historical and Current Content Performance | |
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| Consumer Search Behavior | |
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| Customer Service Pain Points | |
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| The Output Should Equal Your "Hero" Content Narrative | |
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| Staplifying Your Content Narrative | |
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| Vendor Spotlight-Compendium | |
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| Building Your Content Channel Strategy | |
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| Finding and Preventing Gaps with Your Social Media Channel Strategy | |
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| Mapping Your Content Narrative to Social Channels | |
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| Building Your Content Tiers by Channel | |
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| Laser Focused Storytelling by Channel | |
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| Diversifying Your Content Types per Channel | |
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| The Importance of Visual Storytelling | |
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| The Importance of Long-Form Content When Telling Stories | |
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| Search Engine Visibility | |
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| Thought Leadership | |
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| Striking a Balance Between Long-Form and Short-Form Storytelling | |
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| Best Practices for Writing Long-Form Content-It All Starts with the Title | |
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| Vendor Spotlight-Contently | |
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| The Role of Converged Media in Your Content Strategy | |
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| Defining Converged Media | |
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| Why Converged Media Is Important to Your Content Strategy | |
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| Converged Media Models | |
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| Facebook Promoted Posts (News Feed Marketing) | |
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| Content Syndication | |
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| Earned Media Amplification | |
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| The Promise of Real-Time Marketing | |
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| Real-Time Marketing Is More Than Just Being in Real Time | |
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| The Creative Newsroom | |
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| Creative Newsroom 5-Step Activation Process | |
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| Creative Newsroom Models | |
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| Vendor Spotlight-Newscred | |
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| How Content Governance Will Facilitate Media Company Transformation | |
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| Defining Content Governance | |
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| Building an Effective Collaboration Model | |
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| Proactive Content Workflows for Planned and Unplanned Content | |
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| Reactive Escalation Workflows and Risk Assessment | |
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| Governing New "Brand" Account Creation | |
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| Managing the Security of Social Media Passwords | |
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| Vendor Spotlight-Spredfast | |
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| Structuring Your Teams to Become a Content-Driven Organization | |
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| A Quick Lesson in Change Management | |
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| Tearing Down the Organizational Silos | |
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| Identifying Roles and Responsibilities | |
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| Structuring Your Content Organization by Channel | |
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| Structuring Your Content Organization by Brand or Product | |
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| Structuring Your Content Organization by Region | |
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| Stracturing for Converged Media and Real-Time Marketing | |
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| Choosing the Right Technology Platforms | |
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| Content Marketing Platforms | |
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| Social CRM/Content Publishing Platforms | |
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| Online Monitoring Vendors | |
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| Vendor Spotlight-Skyword | |
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| Recruit and Manage Your Writers | |
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| Plan Your Content Strategy | |
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| Create and Optimize Your Content | |
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| Edit and Review Your Content | |
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| Promote Your Content Socially | |
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| Measure and Analyze the Performance of Your Content | |
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| Index | |