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Digital Sense


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Table of Contents

Acknowledgments xiii Foreword xvii Preface A Tale of Two "Tweeties" xxi The "Save Our Chiefs" Movement xxix Optus in Australia xxxiv The Genesis of this Book xxxvii Section I OVERVIEW 1 1 The Game at Speed 3 Why Your Organization Needs a Digital Sense DNA Layer 3 The Game Has Forever Been Changed 4 Bits of Knowledge 8 Who Is This Book For? 9 2 Influencers, Zombies, and Everything Between 11 The Rise of Digital Transformation 11 Attention and Trust 14 Influencers, Amplifiers, Motivatables, and Zombies 16 Section II BUILDING A CUSTOMER-CENTRIC ORGANIZATION 23 3 Introducing the Experience Marketing Framework 25 The Framework to Ask Powerful Questions 26 The Experience Marketing Framework 28 Customer Experience Is the Battleground in a Digital World 30 Takeaways from Introducing the EMF 31 4 The Insights Layer 33 The Customer Is the Main Thing 34 Customers, Competitors, and Forces 37 The Customer 38 The Importance of Persona and Customer Journey Mapping 40 Audience Development Exercise 41 Look Honestly at Your Competitive Landscape 43 The Customer Is the Asset 47 "Use the Force, Luke!" 50 The 6 Ds (Phases) as Classified by Peter Diamandis 51 5 Mind over Organizational Matter 61 Mind and Brain Mechanics 101 62 Substance Is All Around Us. We Just Need the Thought. 64 The Stick-Person Explained 67 Understanding the Mind Using the Stick-Person Graphic 69 The Six Intellectual Faculties 74 What to Do When the Zombies Attack 80 Break through Your Comfort Zone 80 Nothing Stays the Same! 81 6 The Vision Layer 91 The Vision Layer + Social Business 93 The Vision Layer Exercises 93 Customer Journeys 98 The Journey Map Touch Point Exercise 100 Scope 102 Takeaways from the Vision Layer 105 7 The Success Layer 107 What Is a Social Business? 110 Begin with the End in Mind 112 Loops, Love, and ROI 115 Optimizing the Operational Loop 120 Audit 1: ROT Content Audit 120 Audit 2: Brand Guidelines Audit 125 Audit 3: Heuristic Audit 125 Good Governance Guidelines 126 Takeaways from the Success Layer 128 Section III SOCIAL BUSINESS STRATEGIES AND TACTICS 129 8 Social Business Strategy for Marketing 131 Appropriate Campaign Goals 135 Content Marketing and Paid Media Amplification 139 Case Study: Fort Collins Startup Week Goes Global on $2,500 144 Search Engine Optimization (SEO) 145 Key Determinants Impacting Your Organic Search Ranking 146 Enterprise Paid Search 148 Predictive Advertising Management 149 GEO Targeting and IP-Based Advertising 150 9 Social Business Strategy for Sales 153 What Is Social Selling? 154 Why Is Social Selling Important? 154 Goals for Social Selling 154 Who Should Own Social Selling? 155 The Social Selling System 156 Social Selling Implementation 156 Social Selling Challenges 158 Account-Based Marketing (ABM) 158 Case Study: #Closing $Millions for Pennies on the Dollar 160 10 Social Business Strategy for Influencers and Employee Advocates 163 Influencer Marketing Tech Is Fragmented 164 Key Trend 1: Decline of Advertising Due to the Massive Increase in Ad Blockers Globally 164 Key Trend 2: Rise of Influencer Programs Is Leading to Greater Need for Efficiencies and Proving ROI 164 Key Trend 3: CMOs Are Driving the Budget Increase in Marketing Technology Spend 165 Key Trend 4: Four Critical Factors Are Fueling the Chaos in Influencer Marketing 165 The Five Categories of Influencer Marketing Tech 165 Influencer Marketing Platform "5 Capabilities" Model 166 The Influencer Marketing Manifesto 167 Community: Size and Type of Audience 167 Content: Format and Type 167 Channel: Social Networks and Sites 168 Credibility: Topical Relevancy 168 Chemistry: Brand-Influencer Fit 169 Controversy: Lack of Resonance and Transparency 169 Employee Advocacy 169 Employees Are the Most Credible Voices in Your Organization 170 Employee Advocacy Drives Sales 170 Who Is Doing Employee Advocacy Right? 171 11 Social Business Strategy for HR 173 Social Recruiting 173 Use Social Media to Evaluate Cultural Fit 175 The New Face of Social Recruitment 176 Play Sherlock 177 Case Study: #Hirecarlos: How to Get Your Dream Gig with Social Media 178 Case Study: Finding $500,000 Worth of Talent for $250 in Ads 182 Themes for Your Advertising 183 12 Social Business Strategy for Customer Service 187 We All Want the Same Simple Pleasures 188 Social Media Triage 191 Audit Your CX Center of Excellence 193 Where to Begin? 194 Section IV DATA AND AUTOMATION 197 13 Designing Your Ultimate Marketing Stack 199 How to Build a Solid MarTech Stack 200 Bottoms Up 200 CRM 201 Marketing Automation 201 Tag Management 201 Analytics and Tracking: You Need to Track Your Performance, Ads, Technology, and Everything Else 202 Invest in Keeping Your Stack Open 202 Monitoring the MarTech Stack 207 MarTech That Drives Business Growth 211 Agile Is Your Savior 212 Marketing Technology Frameworks and the EMF 212 Always-On Assessment, Evaluation, and Adoption 213 No Single Platform Winner aka "Marketing Operating System" 213 Build, Buy, Or Rent? 214 Mobile Marketing Technology Stacks 214 Drive Internal Buy-In and Stakeholder Influence by Measured ROI 215 Section V FUTURE-PROOFING 217 14 Building A Personal Brand, BRO 219 Business Relationship Optimization 219 Ass Kiss It Forward 221 ProSumerTribuDucers 223 15 Avoiding Obsolescence and the Road Ahead 227 Dead Ideas 227 Experts Evolve into Sensemakers! 229 Lifelong Learning as a Habit 229 5G, IoT, AI, VR, and Drones, Oh My! 230 The Fourth Industrial Revolution 231 Virtual Reality Mini-VRcations 232 Virtual Reality Masterminds and Uploadable Consciousness 233 5G Allows Minimal Latency 234 The Dark Side of Drones 235 5G Possibilities 236 Notes 239 About the Authors 249 Index 251

About the Author

TRAVIS WRIGHT is a successful marketing technology consultant, keynote speaker, tech journalist, growth hacker, entrepreneur, data & analytics geek, podcast host, and mediocre stand-up comic. He is the former global digital and social media strategist at Symantec for the Norton brand, and is the cofounder and Chief Marketing Technology Officer at CCP.Digital, a Kansas City & San Francisco-based digital ad & content agency. CHRIS J. SNOOK is managing partner at Launch Haus. A digital agency and tech startup veteran, he is also the brand humanizer-at-large at Ethology. He mentors entrepreneurs with Founders Institute globally and ASU Project Humanities. He is the coauthor of three other books including the international bestseller Wealth Matters Makeover Edition (in its 3rd edition).


"This book is a requirement for leaders who, like me, believe that building companies that put their people and their customers in the center of every decision and strategy is the only way to go." ~ @petershankman Peter Shankman, author of Nice Companies Finish First and founder of Help a Reporter Out (HARO) and the Shankminds Entrepreneurial Community "This book equips managers and professional communicators with new tools to increase customer satisfaction and, even, employee happiness. This book keeps you from being a digital @#%hole and making mistakes that can cause deep pain for those who watch over a company's reputation." ~ @scobleizer Robert Scoble, technical evangelist, futurist, author at Scobleizer "Organizations that fail to treat the customer as the #1 asset in a digital world will face extinction and this book and practical solutions will help leaders implement and build a customer-centric marketing plan that is both innovative and reliable." ~ @jeannebliss Jeanne Bliss, author of Chief Customer Officer 2.0 and cofounder Customer Experience Professionals Association "The next 20 years will see more change than the previous 300 and this book will help organizations build an agile strategy that gives them a sustainable model for navigating these shifts with a human-centric culture and customer experience." ~ @gleonhard Gerd Leonhard, futurist and author of Technology vs. Humanity "Digital Sense is common sense for the digital world - but for most organizations, it's not common yet. Travis and Chris do a terrific job of explaining how to successfully adapt your business to this new environment with a thoroughly engaging narrative. Two thumbs up!" ~ @chiefmartec Scott Brinker, CTO, author, and chair of the MarTech Conference "These days, your competitive advantage will come from your ability to focus your entire company on creating the ultimate customer experience. Travis and Chris will show you how. Written with energy, humor, and an in-your-face style that will keep you engaged page after page, Digital Sense is a must-read." ~ @stevefarber Steve Farber, author of The Radical Leap, The Radical Edge, and Greater Than Yourself "When you focus on the future, you're doing something right. The authors' blueprint an easy-to-follow playbook for any size business to use as a template for success in this digital driven world. The strategies in the book pinpoint practices that are sure to become industry standards." ~ @marshacollier Marsha Collier, author of The Ultimate Online Customer Service Guide and many other best-selling books "In order to truly succeed as a human organization you must create organization-wide digital sense and this book gives you a playbook and the inspiration to lead that transformation". ~ @bryankramer Bryan Kramer - bestselling author, keynote and TED speaker, and CEO "If you think I'm going to give a positive, biased review of this book solely because I host a podcast with Travis, you'd be wrong. In fact, working closely with him over the years makes me more critical of his work. So let me say this: Digital Sense is not chock full of generic, vanilla advice. This book is stuffed to the rafters with everything you need -- strategically and tactically -- to succeed in today's digital marketing minefield, illustrated throughout with inspirational and practical case studies." ~@TheRealSJR Stewart Rogers, journalist, analyst, and speaker at VentureBeat and VB Insight

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