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Digital Strategies: Data-Driven Public Relations, Marketing, and Advertising [Pehme köide]

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  • Formaat: Paperback / softback, 272 pages, kaal: 480 g, Illustrations
  • Ilmumisaeg: 16-Mar-2021
  • Kirjastus: Oxford University Press Inc
  • ISBN-10: 0190925396
  • ISBN-13: 9780190925390
Teised raamatud teemal:
Digital Strategies: Data-Driven Public Relations, Marketing, and AdvertisingSuurem pilt
  • Formaat: Paperback / softback, 272 pages, kaal: 480 g, Illustrations
  • Ilmumisaeg: 16-Mar-2021
  • Kirjastus: Oxford University Press Inc
  • ISBN-10: 0190925396
  • ISBN-13: 9780190925390
Teised raamatud teemal:
Püsilink: https://www.kriso.ee/db/9780190925390.html
Märksõnad:
Digital Strategies explains the role of social media in public relations, marketing, and business decisions. In plain language and engaging case studies this book lays out the strategies, tactics, successes, and challenges of the contemporary media environment so that students learn the fundamentals through practical examples. It is designed to improve the readiness of students entering the field of communications and advance the reader's understanding of the social web and how emerging technologies rooted in artificial intelligence bring new capabilities and insights from social intelligence to the profession.

This text can be used as a primary text in social media courses as well as in tandem with other readings across the public relations and marketing curriculum.
Preface ix
Part 1 Foundations Of Data-Driven Insights
Chapter 1 An Era of Artificial Intelligence
1(23)
The Evolving Profession
1(1)
Adjustments in Public Relations, Marketing, and Advertising
2(1)
Customer Expectations
3(1)
Social Insights Across an Enterprise-What Users Want
4(1)
Exploring the Interdependence of Four Fundamental Technologies
4(5)
Serving Up What Customers Want, Even if They Don't Realize They Want It
9(2)
Smarter and More Strategic with Artificial Intelligence
11(2)
Nike Innovation Driven by Algorithms
13(1)
The Ethics of Data
14(6)
Impact of AI
20(4)
Chapter 2 LUPE Model-Developing Data-Driven Campaigns
24(9)
Plan First, and Then Measure
24(7)
The Importance of Creating an Executable Plan
31(2)
Chapter 3 Anything Can Be Measured; Measure What Counts
33(11)
The Value of Measurement
33(2)
Measurement Is Essential
35(2)
Foundational Measurement Frameworks
37(5)
The Reality of Measurement
42(2)
Part 2 Case Studies
Chapter 4 Convergence of Social Media, Search, and Content Marketing
44(31)
A Converging World
44(6)
Then and Now
50(2)
Content Marketing Triangle
52(1)
Use an Optimization Framework that Intrinsically Links Search and Social
53(6)
Importance of Content
59(1)
Optimize and Socialize
60(12)
Conclusion
72(3)
Chapter 5 Data-Driven Influencer Strategy
75(29)
Influence in a Data-Driven World
75(1)
Laying the Foundation: Types of Influencers
76(1)
Using Social Media Analytics to Understand Buyer Behavior
77(1)
1-9-90 Rule
78(2)
Influencer Ecosystem
80(1)
Social Insights Across an Enterprise
81(2)
Key Steps to Collect Insights
83(1)
Applying Business Insights from Social Intelligence
83(3)
Influencer Identification and Their Potential to Influence
86(1)
Influence-It's Complicated
87(1)
Regulatory Issues for Marketers
87(14)
Conclusion
101(3)
Chapter 6 Creating Compelling Content through Visual Storytelling
104(23)
Visually Enhanced World
104(1)
Components of Visual Storytelling
105(4)
Data Visualization: Turning Insights into Visual Stories
109(1)
Focus on Strategy: Incorporating Visuals to Complement the Narrative
110(3)
Developing a Content Strategy
113(10)
Conclusion
123(4)
Chapter 7 Corporate Social Responsibility and Corporate Activism
127(14)
The State of Giving Back
127(3)
A New Generation of Consumers
130(8)
Conclusion
138(3)
Chapter 8 Engagement through Crowdsourcing and User-Generated Content
141(22)
Information Overload
141(1)
Crowdsourcing Drives Efficiency and Customer Engagement
142(1)
Crowdsourcing Debuts in the English Lexicon
142(1)
UGC and Crowdsourcing Working Together
143(1)
Pioneering Brands Tapping into Crowdsourcing and UGC
144(17)
Conclusion
161(2)
Chapter 9 Social Customer Experience (CX)
163(23)
The Role Social Media Has in Customer Experiences
163(2)
Social Customer Care Training
165(6)
Measuring Social Media in the Contact Center
171(1)
Unified Customer Experience
172(1)
Actionable Stages
172(10)
Conclusion
182(4)
Chapter 10 Crisis Communications in a Data-Driven World
186(18)
Modern-Day Crisis Communication Planning
186(4)
Anticipating Crisis with Analytics
190(11)
Conclusion
201(3)
Chapter 11 Geofencing and Hypertargeting Strategies
204(11)
Hyperconnected Lifestyles
204(1)
Location-Based Mobile Apps
205(1)
A Hyperconnected Workforce
206(6)
Conclusion
212(3)
Chapter 12 Future Implications of Data-Driven Decisions
215(24)
A Look Ahead
215(8)
Data-Driven Discussions: Professionals Sharing Insights
223(11)
Conclusion
234(5)
Glossary 239(5)
Index 244
REGINA LUTTRELL, PH.D. is currently the associate dean of research and creative activity and director of the W20 Emerging Insights Lab at the S.I. Newhouse School of Public Communications at Syracuse University where she teaches public relations and social media.

SUSAN F. EMERICK is a globally recognized business and marketing innovator, building online brands for organizations around the world. Recognized as one of the top 25 Internet Marketing Leaders and Innovators by iMedia, listed in the TopRank top 25 Women That Rocked Social Media, and honored as one of the top 50 Influential Women in Digital Marketing.

ADRIENNE A. WALLACE, PH.D. is an assistant professor at Grand Valley State University, with more than 20 years of professional experience in both the public and private sectors ranging in scope from nonprofit, health, education, government, hospitality, politics, and lobbying, to finance.