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The digital innovation playbook : creating a transformative customer experience /
"The first half The Digital Media Innovation Playbook provides comprehensive case examples of how organizations both large and small have deployed Real Open methodologies to grow both sales and profit. The case examples will include well-known companies like Word Press, Autodesk, Cisco, just to...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, N.J. :
Wiley,
©2011.
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| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- THE DIGITAL INNOVATION PLAYBOOK
- Contents
- Foreword
- Acknowledgments
- Introducing the Next Step: Navigating New Media
- This Book's Setup
- This Book Is Alive
- Chapter 1 Mastering Digital Innovation: The Role of Digital and New Media on Innovation and Commercialization
- Breaking It Down: The Key Words Are 'Exceptional, ' 'Value, ' and 'Listening'
- Risky Business: Focusing on Failure Drives Failure
- The Open Innovation Myth: No Initiative Can Defeat a Closed Culture
- Jumping In with Both Feet: Digital Innovators Must Become Experts
- A Walk through Your Digital Customer Community
- A Social Revolution: People Are Talking All the Time, All Over
- The Exceptional Layer: Defining Value Layer by Layer
- Criminal Behavior: Digital Disposes of Every Level below Exceptional
- How You Can Become Exceptional: Manage Your Culture to Become a Listener
- Are You Trapped in Analog? Comparing Digital Socialists to Digital Capitalists
- Communication-The Key to Everything
- Full-Duplex Dialogue Takes the Win
- Digital Innovation Best Practices: Commanding the Digital World
- Creating Your Platform: Defining Wants Provides Filter Backdrop
- Value Layered Innovation: Invent at Each Point of Contact
- Chapter 2 The Digital Sandbox: Play, Listen, Invent, and Deploy for a Successful Strategy
- A Walk through the Future of Mobile Technology: More and More Smart Connections
- Blogs: The Foundation for the Social Web
- Learning to Listen with Radian6: Helping Companies Communicate and Deploy
- Conversations: A Previously Untapped Resource, But Are You Listening?
- The Sandbox Mentality: Learning to Play, Listen, Invent, and Deploy
- Playing Nice in the Sandbox: Be Aware and Share the Space
- Giving Employees a Voice: Sharing the Brand to Make It Stronger
- Learning New Communication: Traditional Media No More.
- A Paradigm Shift: From Listening to Engagement
- The New Digital Multipliers: Real People Create Real Loyalty
- Gaining Customer Credit by Being in the Conversation, Not Just Problem Solving
- A Theory of Relativity: Weighing "What You Get" versus "What You Expected"
- No. 251?! No More Lines
- A Social Shift in Customer Service: Cost Effective with Power Going to the People
- Chapter 3 The Digital Enterprise: Harnessing Social Media Intelligence, Smartly
- The Spigit Community
- A "Gap" in Judgment: Followers Cry Out for Old Logo
- Cisco Looks to the Public: Widening the Idea Net
- AAA Looks to Gen Y: Spigit Creates Innovation Community
- A Need to Stand Out: Veridian Credit Union Pulls in Collective Intelligence of Employees on the Front Lines
- Innovating with Collective Intelligence: Taking the Ideas and Running with Them
- Chapter 4 The Digital Video Revolution: Digital Technology Gives Anyone the Ability to Make a Quality Television Show
- Philip Nelson on NewTek: Revolutionizing Desktop Video
- Chasing the Elusive Dollar: How Do Companies Monetize Their Video Efforts?
- Video to Tell and Sell
- Lasting Value Creates Durability
- Taking It Live: Going Live Gets People to Plan to View
- From Airwaves to the Screen: Radio Goes Digital
- Live Streaming Expands Brand Potential: MTV and The Hills
- Getting Behind the Velvet Ropes: People Like the Inside Scoop
- The End of the Dorm Room Video: Video Makers Gain Credibility with the Advent of TV-Quality Production
- Melding of the Screens: From Television to Cell Phones, It's All about the Content
- The Next Five Years
- Chapter 5 Flying High: An Open Culture Keeps an Airline Company on Top of the Competition
- First Taste of Social Media: Video Series Ends, New Communications Begin
- Content Controls: Editor Approves Comments with Moderation.
- An Open Culture: How Tough Is It Showing the Good, the Bad, and the Ugly?
- Direct Line to Customers
- Making Friends on Facebook
- Responses for All: Yes, You'll Get Some Crazies, But It's Important to Respond to Good and Bad
- Putting in the Time: Listening and Understanding the Feedback
- Keeping Up with the Changes
- Southwest Finds a Natural Fit with Already-Open Culture of Communication
- Lessons from Southwest
- Video at Southwest: Vital Communication with Employees and Customers
- The Pits: What to Avoid in the Social Media World
- The Next Five Years: Keep Creating Content and Finding the Best Channels
- Chapter 6 Picture Perfect Social Media: How Kodak Got Social Media Right
- Finding a Digital Culture: Kodak Finds a Voice to Join the Conversations
- Behind the Brand: Kodak Connects by Sharing Stories and Correcting Misconceptions
- What Are the Opportunities, What's in It for Us, and How Do We Create Value for Them?
- An Open, Active Ear: Kodak Staffs Chief Listener Position
- Making Your Customers Blue: Recognizing Actionable Listening Moments
- Active Listening: Air Traffic Controller for Those Insights
- A Story with a Moral: Kodak Learns Fast Action and Personal Response Avert Disaster
- The Flavors of Communication: Learn Which to Use and When
- A Product That Stands on Its Own: Allowing the Community to Discuss Your Brand
- A Matter of Trust
- Chapter 7 The Army Way: Digital Leadership from a Surprising Source
- Eye-Opener at Blog World
- Hands Off! Let Go or Lose It All
- If It's Good Enough for the Army . . ."-Despite the Risks, the Military Creates a Real Community
- Army Strong Stories: A Matter of Trust and Respect
- Learning from the Army
- A Learning Process
- A Real Commitment to Communication: Openness Is the Driving Force behind Innovations
- The Army Can, and You Can Too.
- Chapter 8 Winning the Digital Race: IndyCar Creates the Ultimate Brand Forum with Its Strategic Multimedia Approach
- Developing an Online Persona: How the IZOD IndyCar Series Has Added Value for Their Fans through Social and Digital Media
- Behind the Scenes: The IndyCar Blog
- Making Friends: Facebook and IndyCar
- A New Community: Flickr and IndyCar
- More Streaming: Livestream and IndyCar
- Speed Tweeting: Twitter and IndyCar
- Eyes on Content: YouTube and IndyCar
- Verizon and the IndyCar Mobile App
- Talking Back to IndyCar.com
- The Ultimate Fan Experience
- The Conclusion to the IndyCar Story: Keeping Up with IndyCar Communities
- Maximizing Innovation Potential
- Chapter 9 Digital Direct: Innovation Commercialization through Digital Direct Marketing
- Direct Response Marketing: Advertising's Measurable Cousin
- DR to Branding: "We've Got Creative Differences"
- The Internet and Digital DRM: Your Media Roadmap
- Using the Internet to Improve Allocation of Marketing Dollars
- Online Testing the Quick and Easy Way
- Ad Measurement: How You Know You're Winning
- The Internet Makes Creative Fast and Easy
- Media Optimization: More Bang for Your Buck
- Engagement Optimization: Keeping Up with Your Customers
- Five Advanced Digital Media Tactics to Get Even More Customers
- What Now?
- Turning to Innovation Strategy
- Chapter 10 RealOpen Innovation: Developing a Framework to Manage the Flow of Ideas and Technologies
- A Prescription, Not a Diet
- What Is the RealOpen Innovation Framework?
- What Is an Innovation Platform?
- The Seven Ways to Find New Technologies and Ideas for Your Business
- Creating a Filter with Customers in Mind
- Forward, Forge, Forget: Fast-Track Methodologies
- RealOpen and the Four-in-One Garlic Press
- Innovation Scenario Tactics
- A Medical Device Industry Example.
- Chapter 11 Creating a Digital Culture: Organizational Culture Is a Symptom: The Underlining Causality Is Collective Team Focus
- External Focus versus Internal Focus
- Success Referencing
- The Four Characteristics That Define Cultural Excellence
- The Critical Role of Leadership
- The Components of Digital Innovation
- Chapter 12 Rules of Engagement: Protecting the Value of Your Intellectual Property
- One Giant Leap for Mankind
- Rules of Engagement
- Chapter 13 The Innovation Game Plan: Are You Ready to Deploy?
- Learning from the Best and Brightest
- The Most Important Takeaways
- Becoming a True Digital Enterprise
- About the Author
- Special Book Offer
- Index.