Return on Engagement

Content Strategy and Web Design Techniques for Digital Marketing

Author: Tim Frick,Kate Eyler-Werve

Publisher: CRC Press

ISBN: 1135012938

Category: Computers

Page: 258

View: 8051

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In the world of web design, if one wants to create a successful web site, one needs an effective content strategy. Return on Engagement shows web designers and developers how to implement an effective content strategy and how to stay ahead in the rapidly changing industry of web design. It presents best practices in terms of web design through a marketing function: content strategy, SEO, social media marketing, and success measurement to help web designers implement a strategy that ensures success for the site they are building. Return on Engagement shows web designers and developers how to not just design an aesthetically pleasing, functional website. This book shows those professionals how to implement marketing strategies and analysis into their website, thus ensuring its success. Nearly 3 years since the previous edition published, new best practices have been formed. Tools in which web developers use to analyze website metrics have advanced. New social media networks and communities have cropped up. New research in how audiences read and receive content has been done, subsequently refining best digital marketing practices. Return on Engagement features a step-by-step breakdown of how to use new tools, techniques, and technologies. The new edition also includes updated case studies of industry leaders who implement best practices on projects. Return on Engagement also features a regularly updated companion site that offers readers sample content, easy sharing tools, and web-based resources to help measure marketing viability of web properties.

Contemporary Issues in Social Media Marketing

Author: Bikramjit Rishi,Subir Bandyopadhyay

Publisher: Routledge

ISBN: 1317193989

Category: Business & Economics

Page: 328

View: 9948

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In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. Topics include: • The consumer journey in a social media world • Social media and customer relationship management (CRM) • Social media marketing goals and objectives • Social media and recruitment • Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.

Return Engagement

Settling Accounts, Book One

Author: Harry Turtledove

Publisher: Del Rey

ISBN: 0345478592

Category: Fiction

Page: 640

View: 3293

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Harry Turtledove’s remarkable alternative history novels brilliantly remind us of how fragile the thread of time can be, and offer us a world of “what if.” Drawing on a magnificent cast of characters that includes soldiers, generals, lovers, spies, and demagogues, Turtledove returns to an epic tale that only he could tell–the story of a North American continent, separated into two bitterly opposed nations, that stands on the verge of exploding once again. In 1914 they called it The Great War, and few could imagine anything worse. For nearly three decades a peace forged in blood and fatigue has held sway in North America. Now, Japan dominates the Pacific, the Russian Tsar rules Alaska, and England, under Winston Churchill, chafes for a return to its former glory. But behind the façade of world order, America is a bomb waiting to go off. Jake Featherston, the megalomaniacal leader of the Confederate States of America, is just the man to light the fuse. In the White House in Philadelphia, Socialist President Al Smith is a living symbol of hope for a nation that has been through the fires of war and the flood tides of depression. In the South, Featherston and his ruling Freedom Party have put down a Negro rebellion with a bloody fist and have interned them in concentration camps. Now they are determined to crush their Northern neighbor at any cost. Featherston’s planes attack Philadelphia without warning. The U.S.A. lashes back blindly at Charleston. And a terrible second coming is at hand. When the CSA blitzkrieg is launched, the U.S.A. is caught flat-footed. Before long, the gray Army reaches Lake Erie. But in its wake the war machine is spinning a vortex of destruction, betrayal, and fury that no one, not even Jake Featherston himself, can control. Now, President Smith faces a Herculean task, while an obscure assistant secretary of war named Roosevelt rises in his ranks. For the U.S.A., the darkest days still lay ahead. Across the globe, a new era of war has just begun. And in the hands of the incomparable Harry Turtledove, readers are treated to a masterful vision of what might have been. An enduring portrait of history, nations, and human nature in its many manifestations, Return Engagement is a monumental journey into the second half of the twentieth century. From the Hardcover edition.

Sticky Marketing

Why Everything in Marketing Has Changed and What to do About It

Author: Grant Leboff

Publisher: Kogan Page Publishers

ISBN: 0749460512

Category: Business & Economics

Page: 232

View: 6587

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We live in a world were people have become empowered. Consumers can contact companies directly and they can talk to each other with a powerful voice they never had before. Sticky Marketing takes into account these fundamental changes and provides a new set of rules for effective communications in a world transformed by new technology. It introduces a new model of customer engagement and asks 'not what your marketing can do for you, but what your marketing can do for your customer'. Companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service - in other words by becoming 'sticky' or attractive. Grant Leboff argues that it is not 'return on investment' that matters but 'return on engagement', not your unique sales point (or USP), but your customer engagement point (your CEP), that will make the difference in today's cluttered marketplace. Sticky Marketing proves that marketing should now be about value creation if you want to truly engage with your customers. It is only by providing value that you can win the battle for customer attention - stop shouting and start a conversation.

Nuclear North Korea

A Debate on Engagement Strategies

Author: Victor D. Cha,David C. Kang

Publisher: Columbia University Press

ISBN: 0231548249

Category: Political Science

Page: N.A

View: 303

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Victor D. Cha and David C. Kang’s Nuclear North Korea was first published in 2003 amid the outbreak of a lasting crisis over the North Korean nuclear program. It promptly became a landmark of an ongoing debate in academic and policy circles about whether to engage or contain North Korea. Fifteen years later, as North Korea tests intercontinental ballistic missiles and the U.S. president angrily refers to Kim Jong-un as “Rocket Man,” Nuclear North Korea remains an essential guide to the difficult choices we face. Coming from different perspectives—Kang believes the threat posed by Pyongyang has been inflated and endorses a more open approach, while Cha is more skeptical and advocates harsher measures, though both believe that some form of engagement is necessary—the authors together present authoritative analysis of one of the world’s thorniest challenges. They refute a number of misconceptions and challenge the faulty thinking that surrounds the discussion of North Korea, particularly the idea that North Korea is an irrational actor. Cha and Kang look at the implications of a nuclear North Korea, assess recent and current approaches to sanctions and engagement, and provide a functional framework for constructive policy. With a new chapter on the way forward for the international community in light of continued nuclear tensions, this book is of lasting relevance to understanding the state of affairs on the Korean peninsula.

Return on Relationship

Author: Ted Rubin,Kathryn Rose

Publisher: Tate Pub & Enterprises Llc

ISBN: 9781625632371

Category: Business & Economics

Page: 133

View: 9941

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Social Media drives engagement, engagement drives loyalty, and loyalty correlates directly to increased sales. Is your company currently focused on gaining brand advocates and building its social media credibility? Do you question whether or not using Facebook, Twitter, or blogs is a worthwhile investment of your time and resources? In Return on Relationship, social marketing experts Ted Rubin and Kathryn Rose present present real world, practical ideas that will help businesses maximize their potential through using community-focused tools on the Internet. You'll discover why 'that's the way it's always been done' will leave you without any customers. This book will also teach you: •the need for taking full advantage of social media •how social media differs from direct marketing •the importance of moving from convince and convert to converse and convert •what main problems will keep you from seeing dramatic results

Content Marketing For Dummies

Author: Susan Gunelius

Publisher: John Wiley & Sons

ISBN: 9781118093788

Category: Business & Economics

Page: 360

View: 8411

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Get the whole picture and learn to create a successful online content marketing program Successful online marketing is about more than creating a Facebook page or writing a corporate blog. Brands need to build lasting connections with the right customers online through an effective online content marketing strategy, and this book shows you how. It explores ways to create a content marketing strategy, identify the content that will keep your customers coming back, create that content, distribute it online, and measure the results, with hands-on, step-by-step guidance. Content marketing is an essential element of successful online marketing and brand-building; this book shows you how to begin creating and distributing content online to market your business Explains why content marketing is important and how to create an online content marketing strategy, which tools to use, and what to avoid Shows how to create content and get it published online in long or short form Offers plenty of tips, case studies, and worksheets to ensure success Online content marketing positions your business and your product for lasting customer interaction; Content Marketing For Dummies gives you the tools to create a program that works.

Social Media ROI

Managing and Measuring Social Media Efforts in Your Organization

Author: Olivier Blanchard

Publisher: Pearson Education

ISBN: 9780132678025

Category: Business & Economics

Page: 350

View: 1988

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Use Social and Viral Technologies to Supercharge Your Customer Service! Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. You’ll learn how to: Align social communications with broader business goals and functions Plan for effective performance measurement Establish clarity of vision, purpose, and execution Implement guidelines and operations for effectively managing social media Get started by “listening before talking” Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives Use social media to deliver real-time, optimized customer support Leverage mobility and the “on-the-fly” social media culture Measure FRY (Frequency, Reach, and Yield) Includes a foreword by Brian Solis.

Engage to Win

A Blueprint for Success in the Engagement Economy

Author: Steve Lucas

Publisher: Greenleaf Book Group

ISBN: 162634499X

Category: Business & Economics

Page: 216

View: 6874

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Engagement is the key to success for today’s businesses. The world we live in is radically different today from what it was even just five years ago. It is hyperdigital and becoming more so every day. Ironically, we use connected to describe this new world, yet we are asked to interact increasingly through apps and browsers instead of via face-to-face contact with customers and clients. Even with all the incredible advances, it’s worth pondering whether organizations actually feel more connected to the people and the companies they do business with. In Engage to Win, author Steve Lucas introduces a new model for marketing to address this new hyper-digital world—one founded on engagement. He introduces the idea that embracing and driving engagement throughout organizations and using it with customers, prospects, employees, and partners is what will set companies apart. This digital era demands that marketers understand the science of marketing in order to scale and succeed. But if we embrace mathematics alone, while abandoning feeling, meaning, and authenticity, we will fail to deliver on the desires of our clients: to feel listened to and understood. ​So how do we win the heart and mind of the buyer in this new world? Develop a real strategy around engagement by practicing these simple steps: listen, learn, and engage. Listening creates insights, insights drive engagement, and engagement drives revenue. Truly engaging with customers will allow businesses to see, in real-time, when customers' wants and needs are changing, so businesses will be able to adapt, survive, and ultimately thrive!

The Enemy of Engagement

Put an End to Workplace Frustration--and Get the Most from Your Employees

Author: Mark ROYAL,Tom AGNEW

Publisher: AMACOM

ISBN: 0814417965

Category: Business & Economics

Page: 240

View: 5790

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There are a lot of frustrated people in most workplaces today. We’re not talking about the incorrigible office grump or the permanent slacker. Instead, we’re referring to dedicated workers who are being prevented from achieving their peak potential by organizational obstacles. Better enabling these employees to succeed represents an untapped avenue for radically improving productivity. Packed with the latest research findings from the prestigious Hay Group, The Enemy of Engagement uncovers the hidden impediments to performance—excessive procedures, lack of resources, overly narrow roles, and more—and outlines best-practice solutions for eliminating them. This is not an insignificant issue facing businesses today. According to Hay Group’s study, depending on the industry, between one-third and one-half of employees report work conditions that keep them from being as productive as they could be. The Enemy of Engagement gives managers powerful new insights and research-based tools for ensuring their teams are both willing and able to make maximum contributions.

Return on Character

The Real Reason Leaders and Their Companies Win

Author: Fred Kiel

Publisher: Harvard Business Review Press

ISBN: 1625271328

Category: Business & Economics

Page: 272

View: 3136

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Does the character of our leaders matter? You may think this question was answered long ago. Countless business authors and analysts have assured us that great leadership demands great character. Time and again, we’ve seen that truth play out, as once-thriving organizations falter and fail under the guidance of leaders behaving badly. Why, then, do so many executives remain skeptical about the true value of leadership character? A winning strategy and a sound business model are what really matter, they argue; character is just the icing on the cake. What’s been missing from this debate is hard evidence: data that shows not only that leadership character matters for organizational success, but how it matters; and concrete evidence that it leads to better business results. Now, in this groundbreaking book, respected leadership researcher, adviser, and author Fred Kiel offers that evidence—solid data that demonstrates the connection between character, leadership excellence, and organizational results. After seven years of rigorous research based on a landmark study of more than 100 CEOs and over 8,000 of their employees’ observations, Kiel’s findings show that leaders of strong character achieved up to five times the ROA for their organizations as did leaders of weak character. Return on Character goes on to reveal: • How leadership character is formed, how it creates value, and how that value spreads throughout the organization • How low-character leaders undermine the success of even the best business plans • How leaders at any level can develop the habits of strong character and “unlearn” the habits of poor character The book also provides a character-building methodology—step-by-step advice and techniques for assessing your own character habits and improving your performance and that of your organization. Return on Character provides the blueprint for building your own leadership character and creating a character-driven organization that achieves superior business results.

The Complete Idiot's Guide to Facebook, 2nd Edition

Author: Mikal E. Belicove,Joe Kraynak

Publisher: Penguin

ISBN: 1101545119

Category: Computers

Page: 304

View: 3139

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Expert tech authors cover all new features and functionality. Reveals Facebook's full potential and users' options to communicate, connect, and have fun.

The Engagement Equation

Leadership Strategies for an Inspired Workforce

Author: Christopher Rice,Fraser Marlow,Mary Ann Masarech

Publisher: John Wiley & Sons

ISBN: 1118331990

Category: Business & Economics

Page: 320

View: 1616

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Create a culture of engagement and build high-performance culture The Engagement Equation explains the drivers of employee engagement, and how you can use improved engagement to execute strategy, reduce costs, and meet your organizational goals. This book describes a unique engagement model that focuses on individuals' contribution to a company's success and personal satisfaction in their roles. Aligning employees' values, goals, and aspirations with those of the organization is the best method for achieving the sustainable employee engagement. The Engagement Equation is designed to provide a framework that will help you move the needle on engagement. Explains how to plan and execute a sustainable organization-wide engagement initiative Shows how to avoid the engagement survey analysis-paralysis trap Shares ways to align employee contribution with strategy Encourages leaders to pay attention to and better understand your organizational culture, and much more Ultimately, it's the daily dynamics at play in your team, your division, and your organization that matter most.

The Oxford Handbook of Organizational Climate and Culture

Author: Karen M. Barbera

Publisher: Oxford University Press

ISBN: 0199395926

Category: Psychology

Page: 752

View: 1040

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The Oxford Handbook of Organizational Climate and Culture presents the breadth of topics from Industrial and Organizational Psychology and Organizational Behavior through the lenses of organizational climate and culture. The Handbook reveals in great detail how in both research and practice climate and culture reciprocally influence each other. The details reveal the many practices that organizations use to acquire, develop, manage, motivate, lead, and treat employees both at home and in the multinational settings that characterize contemporary organizations. Chapter authors are both expert in their fields of research and also represent current climate and culture practice in five national and international companies (3M, McDonald's, the Mayo Clinic, PepsiCo and Tata). In addition, new approaches to the collection and analysis of climate and culture data are presented as well as new thinking about organizational change from an integrated climate and culture paradigm. No other compendium integrates climate and culture thinking like this Handbook does and no other compendium presents both an up-to-date review of the theory and research on the many facets of climate and culture as well as contemporary practice. The Handbook takes a climate and culture vantage point on micro approaches to human issues at work (recruitment and hiring, training and performance management, motivation and fairness) as well as organizational processes (teams, leadership, careers, communication), and it also explicates the fact that these are lodged within firms that function in larger national and international contexts.

Audience Evolution

New Technologies and the Transformation of Media Audiences

Author: Philip M. Napoli

Publisher: Columbia University Press

ISBN: 0231520948

Category: Social Science

Page: 288

View: 2051

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Today's consumers have unprecedented choice in terms of the technologies and platforms that access, produce, and distribute media content. The development and overlap of television, the internet, and other media technologies is fragmenting and empowering media audiences more than ever. Building on his award-winning book, Audience Economics, Philip M. Napoli maps the landscape of our current media environment and describes its challenge to traditional conceptions of the audience. He examines the redefinition of the industry-audience relationship by technologies that have moved the audience marketplace beyond traditional metrics. Media providers, advertisers, and audience measurement firms now deploy more sophisticated tools to gather and analyze audience information, focusing on factors rarely considered before, such as appreciation, recall, engagement, and behavior. Napoli explores the interplay between political and economic interests in the audience marketplace and their effect on audience evolution. He recounts the battles waged between stakeholders over the assessment of media audiences and their efforts to restrict the functionality of new technologies. As Napoli makes clear, the very meaning of the media audience continues to evolve in response to changing technological, economic, and political conditions.

Are You an Ostrich Or a Llama?

Essays in Hospitality Marketing and Management

Author: Larry Mogelonsky

Publisher: AuthorHouse

ISBN: 1477240136

Category: Business & Economics

Page: 396

View: 2844

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Are You an Ostrich or a Llama? Written by one of the world's most published authors in the field of hospitality, this book represents a radical departure from traditional texts in the industry. Targeted at hotel management, this book is intended to serve as a platform for discussion on current issues relating to the performance of hotels and resorts. Through a combination of real life examples and an examination of current challenges facing the hotel industry, the book comprises approximately one hundred individual segments each dedicated to a single thought or concept. These stand alone articles are then combined into ten chapters, each dedicated to a specific topic. The book has been written so that hoteliers of any level, from apprentice to seasoned general manager will be able to gain value from the contents. While the bulk of articles deal with marketing aspects, many of the items relate to core operational issues. A theme common throughout is to recognize the importance of guest service as it relates to the industry. For those who are not involved in the hotel industry, but have careers that involve customer service, s the practical hints provided throughout the text, serve as excellent training pointers. So, why the title? Ostriches are classically known as avoiding conflict by putting their head in the sand. While probably not true, the stigma remains, and those who are considered an ostrich, are living in the past. Llamas, on the other hand, are considered utilitarian, hardworking and reliable. This is what you want to strive for. By reading this book, and digesting the contents, the hope is to move from ostrich to llama.

MAGIC

Five Keys to Unlock the Power of Employee Engagement

Author: Tracy Maylett,Paul Warner

Publisher: Greenleaf Book Group

ISBN: 1626341168

Category: Business & Economics

Page: 264

View: 7920

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A Five-part Approach to Making Organizations Stronger, More Profitable, and Better Places to Work. Employees and leaders intuitively know that when we find a place where we can throw our hearts, spirits, minds, and hands into our work, we are happier, healthier, and produce better results. Yet, most struggle to understand exactly why we engage in some environments, and don’t in others. Magic introduces the five MAGIC keys of employee engagement—Meaning, Autonomy, Growth, Impact, and Connection—and shows how leaders can help employees achieve higher levels of engagement, as well as how employees can be more successful by taking ownership for their own MAGIC. The Research Based on over 14 million employee survey responses across 70 countries—the most extensive employee engagement survey database of its kind—Magic combines principles of psychology and motivation with solid business concepts. Written by internationally recognized experts in leadership and employee engagement, Dr. Tracy Maylett and Dr. Paul Warner, Magic provides actionable advice that will reduce employee attrition, encourage initiative, drive growth and profit, and increase personal engagement in one’s work. Engaging Content In this book, leaders and employees will find real-world case studies, exercises, assessments, thought-provoking questions, and suggestions that increase engagement on the individual, manager, and organizational levels.

Technology and Engagement

Making Technology Work for First Generation College Students

Author: Heather T. Rowan-Kenyon,Ana M. Martínez Alemán,Mandy Savitz-Romer

Publisher: Rutgers University Press

ISBN: 0813594235

Category: Computers

Page: 208

View: 5519

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Technology and Engagement is based on a four-year study of how first generation college students use social media, aimed at improving their transition to and engagement with their university. Through web technology, including social media sites, students were better able to maintain close ties with family and friends from home, as well as engage more with social and academic programs at their university. This ‘ecology of transition’ was important in keeping the students focused on why they were in college, and helped them become more integrated into the university setting. By showing the gains in campus capital these first-generation college students obtained through social media, the authors offer concrete suggestions for how other universities and college-retention programs can utilize the findings to increase their own retention of first-generation college students.

Strategic Public Relations Leadership

Author: Anne Gregory,Paul Willis

Publisher: Routledge

ISBN: 1135946736

Category: Business & Economics

Page: 176

View: 1483

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Public relations is operating in an increasingly challenging and complex environment. Pressures from outside the organisation include new accountabilities, empowered stakeholders, increased public cynicism and a new communication landscape. Internally, there are increasing demands to demonstrate a return on investment, alongside a requirement to coach and counsel senior managers exposed to these environmental pressures. This context requires public relations professionals to be able to clearly articulate and demonstrate their own contribution to organisational effectiveness. This textbook provides public relations leaders with a framework to do this, as well as a checklist of essential capabilities which they must acquire and exhibit if they are to operate at the highest levels of any organisation. This short textbook is suitable for aspiring practitioners, MBA and other masters qualifications in public relations - especially for those students who wish to pursue a successful career as a professional PR specialist able to operate strategically at the top of successful organisations.

Medill on Media Engagement

Author: Abe Peck,Edward C. Malthouse

Publisher: N.A

ISBN: 9781572739864

Category: Language Arts & Disciplines

Page: 249

View: 3315

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Medill on Media Engagement illuminates how content creators can systematically provide engaging journalism for today's empowered audiences. Drawing on nearly a decade of significant research at Northwestern University's Media Management Center, 17 contributors analyse a lexicon of how people define their media experiences. They then offer best practices and case studies for how a dozen of these rich experiences - from Civic to Timeout, Inspiration to Community-Connection- can make today's media brands relevant and important.