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· 분류 : 외국도서 > 컴퓨터 > 디지털 미디어 > 일반
· ISBN : 9780470944707
· 쪽수 : 270쪽
· 출판일 : 2011-08-30
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Foreword xi
Acknowledgments xvii
Introducing the Next Step: Navigating New Media 1
This Book's Setup 3
This Book Is Alive 13
Chapter 1 Mastering Digital Innovation: The Role of Digital and New Media on Innovation and Commercialization 15
Breaking It Down: The Key Words Are 'Exceptional,' 'Value,' and 'Listening' 16
Risky Business: Focusing on Failure Drives Failure 16
The Open Innovation Myth: No Initiative Can Defeat a Closed Culture 17
Jumping In with Both Feet: Digital Innovators Must Become Experts 17
A Walk through Your Digital Customer Community 18
A Social Revolution: People Are Talking All the Time, All Over 20
The Exceptional Layer: Defining Value Layer by Layer 21
Criminal Behavior: Digital Disposes of Every Level below Exceptional 22
How You Can Become Exceptional: Manage Your Culture to Become a Listener 23
Are You Trapped in Analog? Comparing Digital Socialists to Digital Capitalists 24
Communication—The Key to Everything 25
Full-Duplex Dialogue Takes the Win 26
Digital Innovation Best Practices: Commanding the Digital World 26
Creating Your Platform: Defining Wants Provides Filter Backdrop 28
Value Layered Innovation: Invent at Each Point of Contact 28
Chapter 2 The Digital Sandbox: Play, Listen, Invent, and Deploy for a Successful Strategy 31
A Walk through the Future of Mobile Technology: More and More Smart Connections 34
Blogs: The Foundation for the Social Web 37
Learning to Listen with Radian6: Helping Companies Communicate and Deploy 39
Conversations: A Previously Untapped Resource, But Are You Listening? 41
The Sandbox Mentality: Learning to Play, Listen, Invent, and Deploy 42
Playing Nice in the Sandbox: Be Aware and Share the Space 43
Giving Employees a Voice: Sharing the Brand to Make It Stronger 44
Learning New Communication: Traditional Media No More 44
A Paradigm Shift: From Listening to Engagement 45
The New Digital Multipliers: Real People Create Real Loyalty 45
Gaining Customer Credit by Being in the Conversation, Not Just Problem Solving 46
A Theory of Relativity: Weighing "What You Get" versus "What You Expected" 47
No. 251?! No More Lines 47
A Social Shift in Customer Service: Cost Effective with Power Going to the People 48
Chapter 3 The Digital Enterprise: Harnessing Social Media Intelligence, Smartly 51
The Spigit Community 52
A "Gap" in Judgment: Followers Cry Out for Old Logo 55
Cisco Looks to the Public: Widening the Idea Net 55
AAA Looks to Gen Y: Spigit Creates Innovation Community 56
A Need to Stand Out: Veridian Credit Union Pulls in Collective Intelligence of Employees on the Front Lines 57
Innovating with Collective Intelligence: Taking the Ideas and Running with Them 58
Chapter 4 The Digital Video Revolution: Digital Technology Gives Anyone the Ability to Make a Quality Television Show 61
Philip Nelson on NewTek: Revolutionizing Desktop Video 62
Chasing the Elusive Dollar: How Do Companies Monetize Their Video Efforts? 65
Video to Tell and Sell 67
Lasting Value Creates Durability 68
Taking It Live: Going Live Gets People to Plan to View 69
From Airwaves to the Screen: Radio Goes Digital 70
Live Streaming Expands Brand Potential: MTV and The Hills 71
Getting Behind the Velvet Ropes: People Like the Inside Scoop 72
The End of the Dorm Room Video: Video Makers Gain Credibility with the Advent of TV-Quality Production 72
Melding of the Screens: From Television to Cell Phones, It's All about the Content 75
The Next Five Years 76
Chapter 5 Flying High: An Open Culture Keeps an Airline Company on Top of the Competition 79
First Taste of Social Media: Video Series Ends, New Communications Begin 80
Content Controls: Editor Approves Comments with Moderation 81
An Open Culture: How Tough Is It Showing the Good, the Bad, and the Ugly? 82
Direct Line to Customers 83
Making Friends on Facebook 84
Responses for All: Yes, You'll Get Some Crazies, But It's Important to Respond to Good and Bad 84
Putting in the Time: Listening and Understanding the Feedback 86
Keeping Up with the Changes; Southwest Finds a Natural Fit with Already-Open Culture of Communication 87
Lessons from Southwest 87
Video at Southwest: Vital Communication with Employees and Customers 88
The Pits: What to Avoid in the Social Media World 89
The Next Five Years: Keep Creating Content and Finding the Best Channels 90
Chapter 6 Picture Perfect Social Media: How Kodak Got Social Media Right 93
Finding a Digital Culture: Kodak Finds a Voice to Join the Conversations 95
Behind the Brand: Kodak Connects by Sharing Stories and Correcting Misconceptions 96
What Are the Opportunities, What's in It for Us, and How Do We Create Value for Them? 98
An Open, Active Ear: Kodak Staffs Chief Listener Position 100
Making Your Customers Blue: Recognizing Actionable Listening Moments 102
Active Listening: Air Traffic Controller for Those Insights 104
A Story with a Moral: Kodak Learns Fast Action and Personal Response Avert Disaster 106
The Flavors of Communication: Learn Which to Use and When 107
A Product That Stands on Its Own: Allowing the Community to Discuss Your Brand 107
A Matter of Trust 109
Chapter 7 The Army Way: Digital Leadership from a Surprising Source 111
Eye-Opener at Blog World 111
Hands Off! Let Go or Lose It All 114
"If It's Good Enough for the Army . . ."—Despite the Risks, the Military Creates a Real Community 115
Army Strong Stories: A Matter of Trust and Respect 118
Learning from the Army 123
A Learning Process 125
A Real Commitment to Communication: Openness Is the Driving Force behind Innovations 127
The Army Can, and You Can Too 127
Chapter 8 Winning the Digital Race: IndyCar Creates the Ultimate Brand Forum with Its Strategic Multimedia Approach 129
Developing an Online Persona: How the IZOD IndyCar Series Has Added Value for Their Fans through Social and Digital Media 130
Behind the Scenes: The IndyCar Blog 134
Making Friends: Facebook and IndyCar 135
A New Community: Flickr and IndyCar 136
More Streaming: Livestream and IndyCar 138
Speed Tweeting: Twitter and IndyCar 139
Eyes on Content: YouTube and IndyCar 140
Verizon and the IndyCar Mobile App 141
Talking Back to IndyCar.com 141
The Ultimate Fan Experience 142
The Conclusion to the IndyCar Story: Keeping Up with IndyCar Communities 144
Maximizing Innovation Potential 146
Chapter 9 Digital Direct: Innovation Commercialization through Digital Direct Marketing 147
Direct Response Marketing: Advertising's Measurable Cousin 147
DR to Branding: "We've Got Creative Differences" 148
The Internet and Digital DRM: Your Media Roadmap 150
Using the Internet to Improve Allocation of Marketing Dollars 154
Online Testing the Quick and Easy Way 156
Ad Measurement: How You Know You're Winning 158
The Internet Makes Creative Fast and Easy 161
Media Optimization: More Bang for Your Buck 162
Engagement Optimization: Keeping Up with Your Customers 163
Five Advanced Digital Media Tactics to Get Even More Customers 164
What Now? 166
Turning to Innovation Strategy 166
Chapter 10 RealOpen Innovation: Developing a Framework to Manage the Flow of Ideas and Technologies 169
A Prescription, Not a Diet 171
What Is the RealOpen Innovation Framework? 172
What Is an Innovation Platform? 175
The Seven Ways to Find New Technologies and Ideas for Your Business 177
Creating a Filter with Customers in Mind 184
Forward, Forge, Forget: Fast-Track Methodologies 190
RealOpen and the Four-in-One Garlic Press 196
Innovation Scenario Tactics 199
A Medical Device Industry Example 201
Chapter 11 Creating a Digital Culture: Organizational Culture Is a Symptom: The Underlining Causality Is Collective Team Focus 207
External Focus versus Internal Focus 208
Success Referencing 212
The Four Characteristics That Define Cultural Excellence 213
The Critical Role of Leadership 217
The Components of Digital Innovation 220
Chapter 12 Rules of Engagement: Protecting the Value of Your Intellectual Property 229
One Giant Leap for Mankind 230
Rules of Engagement 233
Chapter 13 The Innovation Game Plan: Are You Ready to Deploy? 245
Learning from the Best and Brightest 246
The Most Important Takeaways 246
Becoming a True Digital Enterprise 252
About the Author 255
Special Book Offer 259
Index 261
