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by Kir Wadsworth, Jason Thibeault
Recommend This!: Delivering Digital Experiences that People Want to Share
Cover
Contents
Title
Copyright
Foreword
Acknowledgments
Preface: Is Digital Marketing Dead?
Introduction
Chapter 1: Business as Usual Is Over . . . or Is It?
Need
History
Curation
Faces
Stories
Authenticity
Consistency
Credibility
Helpfulness
Avoiding the Pitfall
Chapter 2: Digital Changes Everything
Defining Digital
Committed to Social
Facebook
Twitter
Democratized Video
Massive Mobile
Dangerously Personal Data
Developing Digital Communities
So, Digital Doesn’t Really Change Anything . . . Except . . . Everything
Helpful Hints
Chapter 3: The Importance of Relationships
The Limitations of Relationships
The Components of a Real-World Relationship
Relationship Killers: Geography, Time, and Attention
Relationships in the Digital World
Chapter 4: How We Connect in the Digital World
What Is a Relationship Network?
Is It Still Six Degrees?
Can We Have More Relationships?
The Magic of the Network
Communication All the Time, Anytime
Becoming the Center of Attention
The Digital Universe Is All about You
Our Online Selves
Connecting the Dots
The Relationship of Things
Welcome to the Relationship Economy
The Evolution of the “Buyer’s Journey”
It’s the Buyer That’s Changed
Four Distinct Relationship Types
Relationship Types and Brands
Understanding the Relationship Cycle
Cycles, Pyramids, and Types
Nirvana: Becoming Part of the Tribe
Chapter 5: Measuring the Value of Relationships
Relationship Energy
Understanding the Relationship Network
Relationship Value Equation
The Relawatt Scale
Calculating Relawatts
Relawatts in Action
The Impact of Relawatts on Marketing Strategy
Chapter 6: Bridging Digital
Chapter 7: Understanding Need
Need and the Relationship Cycle
Acknowledge That Not Everyone Wants the Same Relationship
Context and Your Website
Chapter 8: Developing History
Overt History
Covert History
1 + 1 = 3
Patterns within Patterns
The Context of History
Personalization and Relevance
Scale: Something We Can’t Get in the Analog World
Summing It Up
Helpful Takeaways
Chapter 9: Offering Curation
Why Is Digital Eating into Retail Sales?
Our Affinity for Content
When Content and Product Selection Collide
Curation Proves Content Is Important
Summing It Up
Helpful Takeaways
Chapter 10: Recognizing Faces
Why Face-to-Face Is So Important (to business)
Is There Any Trust in Digital?
Online Video Is Growing Stupid Fast
The Science behind Why We Like Video
Video: The One-Two Punch for Businesses?
Online Video as Your Gateway to Trust
Building a Compelling Video Library
Summing It Up
Helpful Takeaways
Chapter 11: Telling Stories
The Guts of a Story
The Science behind Storytelling
Stories, Relationships, Emotion, and Business
Connecting the Dots (Why Stories Are Important)
What Makes a Story Good for Business?
Telling a Better Story
Coca-Cola: A Company That Gets Storytelling
Summing It Up
Helpful Takeaways
Chapter 12: Being Authentic
How We Communicate in the Real World
What Is Authenticity?
Trust: The Foundation of Authenticity
The Importance of Authenticity
Trust in the Digital World
The Importance of Transparency
Authenticity in the Digital World
The “Domino Effect”
Even Politicians Can Be Authentic
Summing It Up
Helpful Takeaways
Chapter 13: Delivering Consistency
Digital Experiences Are Really Real-World Experiences
More Touchpoints = More Complexity
The Role of Context
Context Leads to Consistency
Consistency Is about Assembling, Not Portraying
Precision Marketing in the Age of Context
Excellent Examples of Consistency
Boloco
Summing It Up
Helpful Takeaways
Chapter 14: Maintaining Credibility
What Is Credibility?
Four Types of Credibility
Creating Credibility
In the Digital World, Everybody Is an Expert
What Is Content Marketing?
Great Content = Digital Credibility
Summing It Up
Helpful Takeaways
Chapter 15: Helpfulness
A Planet of Helpful Associates
Helpfulness in the Digital World
The Impact of Digital on Marketing
The Transition from Outbound to Inbound
Inbound, Outbound, and the Buyer’s Journey
The Principles of Helpfulness
Helpfulness Drives Relationships
Lowe’s: Helpful above All Else
Summing It Up
Helpful Takeaways
Chapter 16: Nurturing Online Communities
The Online Community as “Virtual Physical Presence”
F5 DevCentral—A Community Example
Negative Feedback (the Elephant in the Room)
Building Trust at Scale
Summing It Up
Helpful Takeaways
Chapter 17: Delivering the Promise
Why Does Delivery Matter?
Delivery from the Cloud (and Not Underneath Someone’s Desk)
Reach, Scale, and Availability
Devices Are Context, Too
Improving the Delivery Experience
Caching Objects
Accelerating Dynamic Content
Optimizing the Browser Experience
Keeping a Watchful Eye (like Kevin)
System Monitoring
End-User Monitoring
The Takeaway
Chapter 18: Looking Forward
The Fifth Platform
The Future Is Actually Already Here
Ogilvie’s: 2064
A Roadmap for Transformation
We Leave You with This
Don’t Hide Your Love Away
Index
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