Digital Sense, The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience by Wright, Travis -- Read -- Imperial Library of Trantor

Index

Cover Title Page Copyright Dedication Acknowledgments Foreword Preface: A Tale of Two “Tweeties”

The “Save Our Chiefs” Movement Optus in Australia The Genesis of This Book Notes

Section I: Overview

Chapter 1: The Game at Speed

Why Your Organization Needs a Digital Sense DNA Layer The Game Has Forever Been Changed Bits of Knowledge Who Is This Book For? Note

Chapter 2: Influencers, Zombies, and Everything Between

The Rise of Digital Transformation Attention and Trust Influencers, Amplifiers, Motivatables, and Zombies Notes

Section II: Building a Customer-Centric Organization

Chapter 3: Introducing the Experience Marketing Framework

The Framework to Ask Powerful Questions The Experience Marketing Framework Customer Experience Is the Battleground in a Digital World Takeaways from Introducing the EMF Notes

Chapter 4: The Insights Layer

The Customer Is the Main Thing Customers, Competitors, and Forces The Customer The Importance of Persona and Customer Journey Mapping Audience Development Exercise Look Honestly at Your Competitive Landscape The Customer Is the Asset “Use the Force, Luke!” The 6 Ds (Phases) as Classified by Peter Diamandis Notes

Chapter 5: Mind over Organizational Matter

Mind and Brain Mechanics 101 Substance Is all Around Us. We Just Need the Thought. The Stick-Person Explained Understanding the Mind Using the Stick-Person Graphic The Six Intellectual Faculties What to Do When the Zombies Attack Break through Your Comfort Zone Nothing Stays the Same! Notes

Chapter 6: The Vision Layer

The Vision Layer + Social Business The Vision Layer Exercises Customer Journeys The Journey Map Touch Point Exercise Scope Takeaways from the Vision Layer Notes

Chapter 7: The Success Layer

What Is a Social Business? Begin with the End in Mind Loops, Love, and ROI Optimizing the Operational Loop Audit 1: ROT Content Audit Audit 2: Brand Guidelines Audit Audit 3: Heuristic Audit Good Governance Guidelines Takeaways from the Success Layer Notes

Section III: Social Business Strategies and Tactics

Chapter 8: Social Business Strategy for Marketing

Appropriate Campaign Goals Content Marketing and Paid Media Amplification Search Engine Optimization (SEO) Key Determinants Impacting Your Organic Search Ranking Enterprise Paid Search Predictive Advertising Management GEO Targeting and IP-Based Advertising Notes

Chapter 9: Social Business Strategy for Sales

What Is Social Selling? Why Is Social Selling Important? Goals for Social Selling Who Should Own Social Selling? The Social Selling System Social Selling Implementation Social Selling Challenges Account-Based Marketing (ABM) Notes

Chapter 10: Social Business Strategy for Influencers and Employee Advocates

Influencer Marketing Tech Is Fragmented Key Trend 1: Decline of Advertising Due to the Massive Increase in Ad Blockers Globally Key Trend 2: Rise of Influencer Programs Is Leading to Greater Need for Efficiencies and Proving ROI Key Trend 3: CMOs Are Driving the Budget Increase in Marketing Technology Spend Key Trend 4: Four Critical Factors Are Fueling the Chaos in Influencer Marketing The Five Categories of Influencer Marketing Tech Influencer Marketing Platform “5 Capabilities” Model The Influencer Marketing Manifesto Community: Size and Type of Audience Content: Format and Type Channel: Social Networks and Sites Credibility: Topical Relevancy Chemistry: Brand-Influencer Fit Controversy: Lack of Resonance and Transparency Employee Advocacy Employees Are the Most Credible Voices in Your Organization Employee Advocacy Drives Sales Who Is Doing Employee Advocacy Right? Notes

Chapter 11: Social Business Strategy for HR

Social Recruiting Use Social Media to Evaluate Cultural Fit The New Face of Social Recruitment Play Sherlock Themes for Your Advertising Notes

Chapter 12: Social Business Strategy for Customer Service

We All Want the Same Simple Pleasures Social Media Triage Audit Your CX Center of Excellence Where to Begin? Notes

Section IV: Data and Automation

Chapter 13: Designing Your Ultimate Marketing Stack

How to Build a Solid MarTech Stack Bottoms Up CRM Marketing Automation Tag Management Analytics and Tracking: You Need to Track Your Performance, Ads, Technology, and Everything Else Invest in Keeping Your Stack Open Monitoring the MarTech Stack MarTech That Drives Business Growth Agile Is Your Savior Marketing Technology Frameworks and the EMF Always-On Assessment, Evaluation, and Adoption No Single Platform Winner aka “Marketing Operating System” Build, Buy, or Rent? Mobile Marketing Technology Stacks Drive Internal Buy-In and Stakeholder Influence by Measured ROI Notes

Section V: Future-Proofing

Chapter 14: Building a Personal Brand, BRO

Business Relationship Optimization Ass Kiss it Forward ProSumerTribuDucers Note

Chapter 15: Avoiding Obsolescence and the Road Ahead

Dead Ideas Experts Evolve into Sensemakers! Lifelong Learning as a Habit 5G, IOT, AI, VR, and Drones, Oh My! The Fourth Industrial Revolution Virtual Reality Mini-VRcations Virtual Reality Masterminds and Uploadable Consciousness 5G Allows Minimal Latency The Dark Side of Drones 5G Possibilities Notes

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