Mastering the New Media Landscape

Embrace the Micromedia Mindset

DOWNLOAD NOW »

Author: Barbara Cave Henricks,Rusty Shelton

Publisher: Berrett-Koehler Publishers

ISBN: 1626565821

Category: Business & Economics

Page: 192

View: 1066

The New Way to Get Noticed The giant brands that once dominated the media landscape—Oprah, the New York Times, NPR, CNN—have seen their monopoly on public attention smashed by the Internet and now find themselves competing with individuals and brands in a sea of micromedia: websites, social media, blogs, podcasts, and more. Ace publicists and marketers Barbara Cave Henricks and Rusty Shelton show that to navigate through this modern terrain, you need to think more like a media executive than a marketer. The key lies in mastering three crucial categories of media—earned, owned, and rented—and knowing how to integrate each for maximum success. By using this proven strategy, you can create a positive feedback loop that will generate massive momentum and grow a large, loyal audience for your message.

Digital Sense

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

DOWNLOAD NOW »

Author: Travis Wright,Chris J. Snook

Publisher: John Wiley & Sons

ISBN: 1119291747

Category: Business & Economics

Page: 304

View: 1367

Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

The Brand Flip

Why customers now run companies and how to profit from it

DOWNLOAD NOW »

Author: Marty Neumeier

Publisher: New Riders

ISBN: 0134172973

Category: Business & Economics

Page: 160

View: 5301

Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out–not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?

Digital Culture

DOWNLOAD NOW »

Author: Charlie Gere

Publisher: Reaktion Books

ISBN: 1861895607

Category: Literary Criticism

Page: 240

View: 5822

From our bank accounts to supermarket checkouts to the movies we watch, strings of ones and zeroes suffuse our world. Digital technology has defined modern society in numerous ways, and the vibrant digital culture that has now resulted is the subject of Charlie Gere’s engaging volume. In this revised and expanded second edition, taking account of new developments such as Facebook and the iPhone, Charlie Gere charts in detail the history of digital culture, as marked by responses to digital technology in art, music, design, film, literature and other areas. After tracing the historical development of digital culture, Gere argues that it is actually neither radically new nor technologically driven: digital culture has its roots in the eighteenth century and the digital mediascape we swim in today was originally inspired by informational needs arising from industrial capitalism, contemporary warfare and counter-cultural experimentation, among other social changes. A timely and cutting-edge investigation of our contemporary social infrastructures, Digital Culture is essential reading for all those concerned about the ever-changing future of our Digital Age. “This is an excellent book. It gives an almost complete overview of the main trends and view of what is generally called digital culture through the whole post-war period, as well as a thorough exposition of the history of the computer and its predecessors and the origins of the modern division of labor.”—Journal of Visual Culture

Emarketing

The Essential Guide to Digital Marketing

DOWNLOAD NOW »

Author: Rob Stokes

Publisher: Porcupine Press Trading Under Dgr Writing & Resear

ISBN: 9780987034649

Category:

Page: N.A

View: 5636

Review: "This book is a fantastic guide to online marketing, and the Internet in general. As a marketing practitioner, I've been finding my way own way through the online world for some time now but have always wondered if what I was doing was 'correct' and it would take me ages to find out what I needed to know through researching online articles, blogs, etc. I found this book to be fairly concise and focused. The references to other online articles that it includes are vast and can they be very absorbing. The best part about this is that it is written by someone that clearly has vast experience in the field and, unlike with some online articles, you get the feeling that what is advised is really 'best practice'. I'd recommend this book for anyone interested in digital marketing." Adam Butchart, Digital Marketing student Blurb: We love the Internet. We love digital and the connected world that we live in. We have spent the last six months gleaning every bit of knowledge, skill and opinion from the creative minds at Quirk. The result is a textbook borne out of more than 12 years of practical experience in the world of digital. For the reader, this translates into applicable insight into marketing in an ever-changing space. This book brings you: 22 Chapters Updated content throughout All new case studies $480 of vouchers* Used by brands, creative agencies and students across the world, Quirk's eMarketing textbook sets the standard for all things digital. "Since we published the last edition of the book, it has become increasingly obvious that the various elements of digital marketing work hand in hand, not just benefiting each other through coordination, but actually relying on each other for success." - Rob Stokes (Founder and Group CEO, Quirk) In order to reflect this change, we have restructured the book to mirror our four key agency disciplines: Think, Create, Engage and Optimise. This simplified way of thinking about the digital space makes it easier for students and professionals to benefit from the insights shared.

Online Marketing for Busy Authors

A Step-by-Step Guide

DOWNLOAD NOW »

Author: Fauzia Burke

Publisher: Berrett-Koehler Publishers

ISBN: 1626567867

Category: Business & Economics

Page: 168

View: 7080

If You Want People to Read Your Book, Writing It Is Only the Beginning There has truly never been a better time to be an author. For the first time, authors have direct access to the public via the Internet—and can create a community eagerly awaiting their book. But where do new authors start? How do they sort through the dizzying range of online options? Where should they spend their time online and what should they be doing? Enter Fauzia Burke, a digital book marketing pioneer and friend of overwhelmed writers everywhere. She takes authors step-by-step through the process of identifying their unique personal brand, defining their audience, clarifying their aspirations and goals, and setting priorities. She offers advice on designing a successful website, building a mailing list of superfans, blogging, creating an engagement strategy for social media, and more. By following Burke's expert advice, authors can conquer the Internet and still get their next manuscript in on time.

Hot-Wiring Your Creative Process

Strategies for print and new media designers

DOWNLOAD NOW »

Author: Curt Cloninger

Publisher: New Riders

ISBN: 9780132798228

Category: Computers

Page: 264

View: 5255

Design philosophies can be useful, but inspiration, creative strategies, and efficient work habits are what really get the job done. Designer, instructor, and author Curt Cloninger provides a multitude of strategies, tools, and practices that readers can use to inject a big dose of creativity into just about any design project. With illustrations drawn from 20th-century French philosophy, medieval manuscripts, punkrock posters, and more, Curt’s innovative text introduces readers to his personal toolkit for hot-wiring the creative process. You’ll learn strategies to: • Recognize and believe in your creative powers • Develop effective methods for evaluating your own work • Draw inspiration from the past • Use standard software in experimental ways, and find nonstandard applications to create new effects • Maintain a personal design playground • Mine your subconscious with the Oblique Strategies Cards, developed by Brian Eno and Peter Schmidt • Un-stick your imagination by “blitz-designing” mock-ups Curt Cloninger is an artist, designer, author, and instructor in Multimedia Arts & Sciences at the University of North Carolina at Asheville. His book Fresh Styles for Web Designers: Eye Candy from the U nderground (New Riders, 2002) is an industry standard on creative Web design solutions. Curt’s art and design work has been featured in I.D. Magazine, HOW Magazine, The New York Times, Desktop Magazine, and at digital arts festivals from Korea to Brazil. He regularly speaks at international events such as HOW Design, South by Southwest, Web Design World, and FILE. His pirate signal broadcasts from lab404.com to facilitate lively dialog.

The Art of Dialogue

Religion, Communication and Global Media Culture

DOWNLOAD NOW »

Author: Ineke de Feijter

Publisher: LIT Verlag Münster

ISBN: 9783825800505

Category: Social Science

Page: 398

View: 7060

Media and culture are deeply intertwined in contemporary society. Religions have problems relating to this media culture, which is shaped by media processes and conditioned by digital media and interactive forms of communication. Media set the agenda and they profoundly challenge religions, both with respect to their public communication, and their very existence and public relevance. People increasingly use media for shaping their religious identity and their search with respect to questions of ultimate meaning. Barely any theological studies exist that reflect on religious policies, and their subsequent praxis, in the field of communication. The author analyzes Christian policy views and identifies the main problems and opportunities in relating to media culture.

The Networked Nonprofit

Connecting with Social Media to Drive Change

DOWNLOAD NOW »

Author: Beth Kanter,Allison Fine

Publisher: John Wiley & Sons

ISBN: 9780470633052

Category: Business & Economics

Page: 224

View: 985

The Networked Nonprofit Connecting with Social Media to Drive Change This groundbreaking book shows nonprofits a new way of operating in our increasingly connected world: a networked approach enabled by social technologies, where connections are leveraged to increase impact in effective ways that drive change for the betterment of our society and planet. "The Networked Nonprofit is a must-read for any nonprofit organization seeking innovative, creative techniques to improve their mission and better serve their communities." —Diana Aviv, president and CEO, Independent Sector "The Internet means never having to ask permission before trying something new. In The Networked Nonprofit, Kanter and Fine show nonprofits how to harness this flexibility to pursue their missions in partnership with two billion connected citizens." —Clay Shirky, author, Here Comes Everybody: The Power of Organizing Without Organizations "The Networked Nonprofit uniquely describes the historical context and the current challenges that compel nonprofit leaders to work in networked ways and offers easy steps to help users exploit the potential of social media and 'working wikily."' —Stephanie McAuliffe, director, organizational effectiveness, The David and Lucile Packard Foundation "A must-read for nonprofit leaders who want to change their organizations from the inside out by embracing the power of social networks." —Charlene Li, founding partner, Altimeter Group; author, Open Leadership; and coauthor, Groundswell "This is a perfect handbook for anyone who wants to leapfrog their current limitations of understanding and find real-world applications of technology to extend their mission." —Michele Nunn, CEO, Points of Light Institute, and cofounder, HandsOn Network "Kanter and Fine provide the 'Google Maps' for nonprofits to harness social media to kick butt and change the world." —Guy Kawasaki, cofounder, Alltop.com, and former chief evangelist, Apple Inc. "URGENT! Read this book. Take notes. Take action. If you work for a nonprofit, you don't have to do every single thing these seasoned authors have to share, but you certainly have to know what you're missing." —Seth Godin Register at www.josseybass.com/emailfor more information on our publications, authors, and to receive special offers.

Hacker, Hoaxer, Whistleblower, Spy

The Many Faces of Anonymous

DOWNLOAD NOW »

Author: Gabriella Coleman

Publisher: Verso Books

ISBN: 1781685843

Category: Political Science

Page: 256

View: 1424

Here is the ultimate book on the worldwide movement of hackers, pranksters, and activists that operates under the non-name Anonymous, by the writer the Huffington Post says “knows all of Anonymous’ deepest, darkest secrets.” Half a dozen years ago, anthropologist Gabriella Coleman set out to study the rise of this global phenomenon just as some of its members were turning to political protest and dangerous disruption (before Anonymous shot to fame as a key player in the battles over WikiLeaks, the Arab Spring, and Occupy Wall Street). She ended up becoming so closely connected to Anonymous that the tricky story of her inside–outside status as Anon confidante, interpreter, and erstwhile mouthpiece forms one of the themes of this witty and entirely engrossing book. The narrative brims with details unearthed from within a notoriously mysterious subculture, whose semi-legendary tricksters—such as Topiary, tflow, Anachaos, and Sabu—emerge as complex, diverse, politically and culturally sophisticated people. Propelled by years of chats and encounters with a multitude of hackers, including imprisoned activist Jeremy Hammond and the double agent who helped put him away, Hector Monsegur, Hacker, Hoaxer, Whistleblower, Spy is filled with insights into the meaning of digital activism and little understood facets of culture in the Internet age, including the history of “trolling,” the ethics and metaphysics of hacking, and the origins and manifold meanings of “the lulz.” From the Hardcover edition.

The Digital Dialectic

New Essays on New Media

DOWNLOAD NOW »

Author: Peter Lunenfeld

Publisher: MIT Press

ISBN: 9780262621373

Category: Social Science

Page: 298

View: 5733

Publisher description: "This text takes an interdisciplinary approach to visual and intellectual cultures as the computer recodes technologies, media and art forms. It includes contributions by scholars, artists and entrepreneurs who combine theoretical investigations with hands-on analysis of the possibilities (and limitations) of new technology. The key concept is the digital dialectic: a method to ground the insights of theory in the constraints of practice.".

Putting Knowledge to Work and Letting Information Play

DOWNLOAD NOW »

Author: Timothy W. Luke,Jeremy Hunsinger

Publisher: Springer Science & Business Media

ISBN: 9460917283

Category: Education

Page: 238

View: 2925

These collected papers are critical reflections about the rapid digitalization of discourse and culture. This disruptive change in communicative interaction has swept rapidly through major universities, nation states, learned disciplines, leading businesses, and government agencies during the past decade. To commemorate the tenth anniversary of the Center for Digital Discourse and Culture (CDDC) at Virginia Tech, which has been a pioneering leader for many of these changes in university settings, the contributors to this volume examine the transformative implications of digitalizing discourse and culture inside and outside of the academic arena. These technologies of digitalization have created new communities of users, which are highly engaged with their new communicative possibilities, informational content, and discursive forms. Few have asked what these changes will mean, and many of the most important voices engaged in debates about this critical transformation are gathered here in this volume. Each author in his or her own way considers what accepting digital discourse and informational culture now means for contemporary economies, governments, and societies.

Digital Media and Democracy

Tactics in Hard Times

DOWNLOAD NOW »

Author: Megan Boler,Andrea Schmidt,Alessandra Renzi,Nathalie Magnan

Publisher: MIT Press

ISBN: 0262292564

Category: Social Science

Page: 480

View: 630

In an age of proliferating media and news sources, who has the power to define reality? When the dominant media declared the existence of WMDs in Iraq, did that make it a fact? Today, the "Social Web" (sometimes known as Web 2.0, groupware, or the participatory web) -- epitomized by blogs, viral videos, and YouTube -- creates new pathways for truths to emerge and makes possible new tactics for media activism. In Digital Media and Democracy, leading scholars in media and communication studies, media activists, journalists, and artists explore the contradiction at the heart of the relationship between truth and power today: the fact that the radical democratization of knowledge and multiplication of sources and voices made possible by digital media coexists with the blatant falsification of information by political and corporate powers. The book maps a new digital media landscape that features citizen journalism, The Daily Show, blogging, and alternative media. The contributors discuss broad questions of media and politics, offer nuanced analyses of change in journalism, and undertake detailed examinations of the use of web-based media in shaping political and social movements. The chapters include not only essays by noted media scholars but also interviews with such journalists and media activists as Amy Goodman of Democracy Now!, Media Matters host Robert McChesney, and Hassan Ibrahim of Al Jazeera.Contributors and intervieweesShaina Anand, Chris Atton, Megan Boler, Axel Bruns, Jodi Dean, Ron Deibert, Deepa Fernandes, Amy Goodman, Brian Holmes, Hassan Ibrahim, Geert Lovink, Nathalie Magnan, Robert McChesney, Graham Meikle, Susan Moeller, Alessandra Renzi, Ricardo Rosas, Trebor Scholz, D. Travers Scott, Rebecca Statzel.

Social Media and Public Relations

Eight New Practices for the PR Professional

DOWNLOAD NOW »

Author: Deirdre Breakenridge

Publisher: Pearson Education

ISBN: 0132983214

Category: Business & Economics

Page: 166

View: 4598

"This concise, action-oriented book shows practitioners how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with today’s more sophisticated and socialized customers. Drawing on her extensive client experience, Breakenridge helps you respond to consumers who demand control over their own brand relationships... marry communications with technology more effectively, and become your organization’s go-to resource on social technology decisions... reflect social media realities throughout your policies and governance... generate greater internal collaboration, eliminating silos once and for all... listen to consumers’ conversations, and apply what you’re learning... build communications crisis plans you can implement at a moment’s notice... develop profound new insights into how consumers construct and perceive their brand relationships.,. practice “reputation management on steroids”... take the lead on identifying and applying metrics... and much more." --Publisher description.

Emerging Digital Spaces in Contemporary Society

Properties of Technology

DOWNLOAD NOW »

Author: Phillip Kalantzis-Cope,Karim Gherab-Martin

Publisher: Springer

ISBN: 0230299040

Category: Political Science

Page: 382

View: 6947

Analyzing the relationship between digital technologies and society this book explores a wide range of complex social issues emerging in a new digital space. Itexamines both the vexing dilemmas with a critical eye as well as prompting readers to think constructively and strategically about exciting possibilities.

Digitize this Book!

The Politics of New Media, Or why We Need Open Access Now

DOWNLOAD NOW »

Author: Gary Hall

Publisher: U of Minnesota Press

ISBN: 0816648700

Category: Social Science

Page: 301

View: 4684

In the sciences, the merits and ramifications of open accessa the electronic publishing model that gives readers free, irrevocable, worldwide, and perpetual access to researcha have been vigorously debated. Open access is now increasingly proposed as a valid means of both disseminating knowledge and career advancement. In Digitize This Book! Gary Hall presents a timely and ambitious polemic on the potential that open access publishing has to transform both a papercentrica humanities scholarship and the institution of the university itself.

The Theory and Practice of Online Learning

DOWNLOAD NOW »

Author: Terry Anderson

Publisher: Athabasca University Press

ISBN: 1897425082

Category: Computers

Page: 472

View: 9582

Neither an academic tome nor a prescriptive 'how to' guide, The Theory and Practice of Online Learning is an illuminating collection of essays by practitioners and scholars active in the complex field of distance education. Distance education has evolved significantly in its 150 years of existence. For most of this time, it was an individual pursuit defined by infrequent postal communication. But recently, three more developmental generations have emerged, supported by television and radio, teleconferencing, and computer conferencing. The early 21st century has produced a fifth generation, based on autonomous agents and intelligent, database-assisted learning, that has been referred to as Web 2.0. The second edition of "The Theory and Practice of Online Learning" features updates in each chapter, plus four new chapters on current distance education issues such as connectivism and social software innovations.

Your Ad Here

The Cool Sell of Guerrilla Marketing

DOWNLOAD NOW »

Author: Michael Serazio

Publisher: NYU Press

ISBN: 0814745474

Category: Social Science

Page: 237

View: 6026

“It is a truism that, in media, everyone knows they are being sold something all the time. It is exactly because of this that we become blind to the subtle seductions of contemporary commercial culture—and Michael Serazio is here to open our eyes.” —Mark Deuze, author of Media Life and Media Work “Michael Serazio has produced an extremely important and engaging book: well researched and highly readable, it provides a detailed and compelling account of the mechanisms of consumer governance at work in the digital age. It deserves a wide readership among scholars and students alike.” —Liz Moor, Goldsmiths, University of London Amidst the profound upheavals in technology, economics, and culture that mark the contemporary moment, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In Your Ad Here, an engaging and timely new book, Michael Serazio investigates the rise of “guerrilla marketing” as a way of understanding increasingly covert and interactive flows of commercial persuasion. Digging through a decade of trade press coverage and interviewing dozens of agency CEOs, brand managers, and creative directors, Serazio illuminates a diverse and fascinating set of campaign examples: from the America’s Army video game to Pabst Blue Ribbon’s “hipster hijack,” from buzz agent bloggers and tweeters to The Dark Knight’s “Why So Serious?” social labyrinth. Blending rigorous analysis with eye-opening reporting and lively prose, Your Ad Here reveals the changing ways that commercial culture is produced today. Serazio goes behind-the-scenes with symbolic creators to appreciate the professional logic informing their work, while giving readers a glimpse into this new breed of “hidden persuaders” optimized for 21st-century media content, social patterns, and digital platforms. Ultimately, this new form of marketing adds up to a subtle, sophisticated orchestration of consumer conduct and heralds a world of advertising that pretends to have nothing to sell. Michael Serazio is an Assistant Professor in the Department of Communication at Fairfield University. An award-winning former journalist, he continues to write about popular culture, advertising, and new media for The Atlantic, among other publications. In the Postmillennial Pop series

The Public Relations Handbook

DOWNLOAD NOW »

Author: Alison Theaker

Publisher: Routledge

ISBN: 1317487370

Category: Business & Economics

Page: 556

View: 1194

The Public Relations Handbook, Fifth Edition provides an engaging overview and in-depth exploration of a dynamic and ever evolving industry. The diverse chapters are united by a set of student friendly features throughout, including clear chapter aims, analytical discussion questions, and key further reading. Featuring wide ranging contributions from key figures in the PR profession, the new edition presents a new chapter on public relations and activism, alongside discussion of key critical themes in public relations research and exploratory case studies on public relations practices in relation to a variety of different institutions, including The Bank of Scotland, Queen Margaret University, Diabetes UK, Continental Tyres, and Action for Children. Split into four parts exploring key conceptual themes of the context of public relations, strategic public relations, stakeholder public relations, and shaping the future, the book offers coverage of essential areas including: public relations, politics and the media media relations in the social media age using new technology effectively in public relations public relations and engagement in the not-for-profit sector business-to-business public relations the public relations of globalisation.