Chapter 1: Understanding The Social Customer

Chapter 1: Understanding The Social Customer

Chapter 1 is all about the social customer. I highlight several case studies and reports that will give you a firm understanding of how difficult it is to reach them with the right content, at the right time in the right channel.

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Chapter 2: Defining Social Business Strategy & Planning

Chapter 2: Defining Social Business Strategy & Planning

Chapter 2 is all about defining social business strategy. Essentially, I condense the entire content of my first book, Smart Business, Social Business, into one chapter and introduce new thinking, implementation strategies and new models.

Chapter 3: Establishing an “Editorial” Social Business Center Of Excellence

Chapter 3: Establishing an “Editorial” Social Business Center Of Excellence

Chapter 3 is about building the foundation and kicks off section 2. I start off discussing the need to create a centralized editorial team that will responsible for driving change within the organization. In many cases today, it is often referred to as a Social Business Center Of Excellence (COE).

Chapter 4: Empowering Employees, Customers And Partners To Tell Your Brand Story

Chapter 4: Empowering Employees, Customers And Partners To Tell Your Brand Story

Chapter 4 is all about enabling employees, customers as well as channel partners within your supply chain to help you feed the content engine day in and day out.

Chapter 5: Building Your Social Business Command Center

Chapter 5: Building Your Social Business Command Center

If you have been working in social media for some time, you are already familiar with a Social Business Command Center (sometimes referred to as a Social Media Listening Center).

Chapter 6: Understanding The Challenges Of Content Marketing

Chapter 6: Understanding The Challenges Of Content Marketing

Content marketing is the real deal. The term itself has been gaining currency over the last several years slowly becoming the new buzzword for marketers and gurus everywhere and eye candy for brands

Chapter 7: Defining Your Story And Content Narrative

Chapter 7: Defining Your Story And Content Narrative

Red Bull has done what very few other brands have been able to do successfully – become a media company. If you go to RedBull.com, put your thumb over the logo and scan the page you’ll see that their site looks just like CNN.com.

Chapter 8: Building Your Content Channel Strategy

Chapter 8: Building Your Content Channel Strategy

Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy.

Chapter 9: The Role of Converged Media in Your Content Strategy

Chapter 9: The Role of Converged Media in Your Content Strategy

According to the Altimeter Group, the role of converged media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel. All channels work in concert, enabling brands to reach customers exactly where …

Chapter 10: How Content Governance Will Facilitate Media Company Transformation

Chapter 10: How Content Governance Will Facilitate Media Company Transformation

Content is the number one challenge for brands today. The ability to tell an integrated brand story across the social web requires internal planning ..