Digital Sense: The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience

305 Pages·2016·131.049 MB·English

by  Travis Wright, Chris J. Snook, Brian Solis

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DIGITAL
S E N S E
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DIGITAL
S E N S E
COMMON SENSE APPROACH
THE
EFFECTIVELY BLENDING
TO
SOCIAL BUSINESS STRATEGY,
MARKETING TECHNOLOGY,
CUSTOMER EXPERIENCE
AND
I
TRAVIS WRIGHT CHRIS J. SNOOK
FFIRS 12/29/2016 22:58:14 Pageiv
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LibraryofCongressCataloging-in-PublicationData:
Names:Wright,Travis,author.|Snook,ChrisJ.,author.
Title:Digitalsense:thecommonsenseapproachtoeffectivelyblending
socialbusinessstrategy,marketingtechnology,andcustomerexperience/
TravisWright,ChrisJ.Snook.
Description:Hoboken,NewJersey:JohnWiley&Sons,Inc.,[2017]|Includes
bibliographicalreferencesandindex.
Identifiers:LCCN2016044307(print)|LCCN2016057120(ebook)|
ISBN9781119291701(cloth)|ISBN9781119291749(pdf)|
ISBN9781119291718(epub)
Subjects:LCSH:Internetmarketing.|Internetadvertising.|Digitalmedia.
Classification:LCCHF5415.1265.W752017(print)|LCCHF5415.1265(ebook)|
DDC658.8/72—dc23
LCrecordavailableathttps://lccn.loc.gov/2016044307
PrintedintheUnitedStatesofAmerica
10 9 8 7 6 5 4 3 2 1
WEBFFIRS 11/26/2016 14:28:23 Pagev
“Tobothofmytrueloves,BrianneandBeckett.Yougroundmeand
inspiremedailytobemorethanIwasyesterday,andyoupatiently
sharemewiththebusinessworld,whichismyothertruelove.
Idedicatethisbook,andallthebloodandsweatthat
Iputintoit,toyou.”
–ChrisJ.Snook
“To my two not-so-little ones, Jharek and Liliana. All that I do is
because of both of you. Much love to you and your mom, Mari.
Thanks for allowing me to be a business dude who travels around
and works on all of these crazy projects. Hopefully I’ve taught you a
strong work ethic, a true curious love of learning, and a kind, helpful
approach to human interaction; and hopefully you always keep your
playful nature. Keep smiling, laughing, and loving. I’ll love you
forever, throughout all space and time. May God and the
Universe bless you, always.”
–TravisWright
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CONTENTS
Acknowledgments xiii
Foreword xvii
Preface ATaleofTwo“Tweeties” xxi
The“SaveOurChiefs”Movement xxix
OptusinAustralia xxxiv
TheGenesisofthisBook xxxvii
I
Section OVERVIEW 1
1
TheGameatSpeed 3
WhyYourOrganizationNeedsaDigitalSense
DNALayer 3
TheGameHasForeverBeenChanged 4
BitsofKnowledge 8
WhoIsThisBookFor? 9
2
Influencers,Zombies,andEverythingBetween 11
TheRiseofDigitalTransformation 11
AttentionandTrust 14
Influencers,Amplifiers,Motivatables,andZombies 16
vii
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viii CONTENTS
II
Section BUILDINGACUSTOMER-CENTRIC
ORGANIZATION 23
3
IntroducingtheExperienceMarketingFramework 25
TheFrameworktoAskPowerfulQuestions 26
TheExperienceMarketingFramework 28
CustomerExperienceIstheBattlegroundinaDigitalWorld 30
TakeawaysfromIntroducingtheEMF 31
4
TheInsightsLayer 33
TheCustomerIstheMainThing 34
Customers,Competitors,andForces 37
TheCustomer 38
TheImportanceofPersonaandCustomerJourneyMapping 40
AudienceDevelopmentExercise 41
LookHonestlyatYourCompetitiveLandscape 43
TheCustomerIstheAsset 47
“UsetheForce,Luke!” 50
The6Ds(Phases)asClassifiedbyPeterDiamandis 51
5
MindoverOrganizationalMatter 61
MindandBrainMechanics101 62
SubstanceIsAllAroundUs.WeJustNeedtheThought. 64
TheStick-PersonExplained 67
UnderstandingtheMindUsingtheStick-PersonGraphic 69
TheSixIntellectualFaculties 74
WhattoDoWhentheZombiesAttack 80
BreakthroughYourComfortZone 80
NothingStaystheSame! 81
6
TheVisionLayer 91
TheVisionLayer+SocialBusiness 93
TheVisionLayerExercises 93
CustomerJourneys 98
TheJourneyMapTouchPointExercise 100
Scope 102
TakeawaysfromtheVisionLayer 105
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Contents ix
7
TheSuccessLayer 107
WhatIsaSocialBusiness? 110
BeginwiththeEndinMind 112
Loops,Love,andROI 115
OptimizingtheOperationalLoop 120
Audit1:ROTContentAudit 120
Audit2:BrandGuidelinesAudit 125
Audit3:HeuristicAudit 125
GoodGovernanceGuidelines 126
TakeawaysfromtheSuccessLayer 128
III
Section SOCIALBUSINESSSTRATEGIESANDTACTICS 129
8
SocialBusinessStrategyforMarketing 131
AppropriateCampaignGoals 135
ContentMarketingandPaidMediaAmplification 139
CaseStudy:FortCollinsStartupWeekGoesGlobal
on$2,500 144
SearchEngineOptimization(SEO) 145
KeyDeterminantsImpactingYourOrganicSearch
Ranking 146
EnterprisePaidSearch 148
PredictiveAdvertisingManagement 149
GEOTargetingandIP-BasedAdvertising 150
9
SocialBusinessStrategyforSales 153
WhatIsSocialSelling? 154
WhyIsSocialSellingImportant? 154
GoalsforSocialSelling 154
WhoShouldOwnSocialSelling? 155
TheSocialSellingSystem 156
SocialSellingImplementation 156
SocialSellingChallenges 158
Account-BasedMarketing(ABM) 158
CaseStudy:#Closing$MillionsforPenniesontheDollar 160