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

PRAISE FOR DIGITAL SENSE

"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."
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."
ROBERT SCOBLE, technical evangelist, futurist, and author at Scobleizer

"Organizations that fail to treat the customer as the number one 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."
JEANNE BLISS, author of Chief Customer Officer 2.0, and cofounder of 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."
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!"
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."
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 is 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."
MARSHA COLLIER, author of The Ultimate Online Customer Service Guide and many other bestselling 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."
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."
STEWART ROGERS, journalist, analyst, and speaker at VentureBeat and VB Insight

Acknowledgments

Foreword

Preface: A Tale Of Two Tweeties

The Save Our Chiefs Movement

Optus in Australia

The Genesis of this Book

Section I Overview

Chapter 1 Introduction–The Game At Speed

Why Your Organization Needs A Digital Sense Dna Layer

The Game Has Forever Been Changed

Bits Of Knowledge

Who Is This Book For?

Chapter 2 Influencers, Zombies, And Everything Between

The Rise Of Digital Transformation

Attention And Trust

Influencers, Amplifiers, Motivatables, And Zombies

Section II Building A Customer Centric Organization

Chapter 3 Introducing The Experience Marketing Framework

The Framework To Ask Powerful Questions

The Experience Marketing Framework

Customer Experience Is The Battleground In A Digital World

Takeaways From Introducing The Emf:

Chapter 4 The Insights Layer

The Customer Is The Main Thing

Customers, Competitors, And Forces

The Customer

The Importance Of Persona And Customer Journey Mapping

Audience Development Exercise:

Look Honestly At Your Competitive Landscape

The Customer Is The Asset

Use The Force, Luke!

The 6 D s (Phases) As Classified By Peter Diamandis

Chapter 5 Mind Over Organizational Matter

Mind And Brain Mechanics 101

Substance Is All Around Us. We Just Need The Thought.

The Stick–Person Explained

Understanding The Mind Using The Stick–Person Graphic

The Six Intellectual Faculties:

What To Do When The Zombies Attack

Breakthrough Your Comfort Zone

Nothing Stays The Same!

Chapter 6 The Vision Layer + Social Business

The Vision Layer Exercises

Customer Journeys

The Journey Map Touch Point Exercise

Scope

Takeaways From The Vision Layer

Chapter 7 The Success Layer

What Is A Social Business?

Begin With The End In Mind

Loops, Love, And Roi

Optimizing The Operational Loop

Audit #1: Rot Content Audit

Audit #2 Brand Guidelines Audit

Audit #3 Heuristic Audit

Good Governance Guidelines

Takeaways From The Success Layer

Section III Social Business Strategies & Tactics

Chapter 8: Social Business Strategy For Marketing

Appropriate Campaign Goals

Content Marketing And Paid Media Amplification

Case Study: Fort Collins Startup Week Goes Global On $2,500

Search Engine Optimization (Seo)

Key Determinants Impacting Your Organic Search Ranking

Enterprise Paid Search

Predictive Advertising Management

Geo Targeting And Ip Based Advertising

Chapter 9 Social Business Strategy For Sales

What Is Social Selling?

Why Is Social Selling Important?

Goals For Social Selling

Who Should Own Social Selling?

The Social Selling System

Social Selling Implementation

Social Selling Challenges

Account Based Marketing Abm

Case Study: Closing $Millions For Pennies On The Dollar

Chapter 10 Social Business Strategy For Influencers And Employee Advocates

Influencer Marketing Tech Is Fragmented

Key Trend #1: Decline Of Advertising Due To The Massive Increase In Ad Blockers Globally

Key Trend #2: Rise Of Influencer Programs Is Leading To Greater Need For Efficiencies And Proving Roi

Key Trend #3: Cmos Are Driving The Budget Increase In Marketing Technology Spend

Key Trend #4: Four Critical Factors Are Fueling The Chaos In Influencer Marketing

The Five Categories Of Influencer Marketing Tech

Influencer Marketing Platform 5 Capabilities Model

The Influencer Marketing Manifesto

Community: Size And Type Of Audience

Content: Format And Type

Channel: Social Networks And Sites

Credibility: Topical Relevancy

Chemistry: Brand–Influencer Fit

Controversy: Lack Of Resonance And Transparency

Employee Advocacy

Employees Are The Most Credible Voices In Your Organization

Employee Advocacy Drives Sales

Who Is Doing Employee Advocacy Right?

Chapter 11 Social Business Strategy For Hr

Social Recruiting

Use Social Media To Evaluate Cultural Fit

The New Face Of Social Recruitment

Play Sherlock

Case Study: #Hirecarlos How To Get Your Dream Gig With Social Media

Case Study: Finding $500,000 Worth Of Talent For $250 In Ads

Themes For Your Advertising

Chapter 12 Social Business Strategy For Customer Service

We All Want The Same Simple Pleasures

Social Media Triage

Audit Your Cx Center Of Excellence

Where To Begin?

Section IV Data And Automation

Chapter 13 Designing Your Ultimate Marketing Stack

How To Build A Solid Martech Stack

Bottoms Up

Crm

Marketing Automation

Tag Management

Analytics And Tracking: You Need To Track Your Performance, Ads, Technology, And Everything Else.

Invest In Keeping Your Stack Open

Monitoring The Martech Stack

Martech That Drives Business Growth

Agile Is Your Savior

Marketing Technology Frameworks And The Emf

Always–On Assessment, Evaluation, And Adoption

No Single Platform Winner Aka Marketing Operating System

Build, Buy, Or Rent?

Mobile Marketing Technology Stacks

Drive Internal Buy–In And Stakeholder Influence By Measured Roi

Section V Future–Proofing

Chapter 14 Building A Personal Brand, Bro

Business Relationship Optimization

Ass Kiss It Forward

Prosumertribuducers

Chapter 15 Avoiding Obsolescence And The Road Ahead

Dead Ideas

Experts Evolve Into Sensemakers!

Lifelong Learning As A Habit

5g, Iot, Ai, Vr, And Drones, Oh My!

The Fourth Industrial Revolution

Virtual Reality Mini–Vrcations

Virtual Reality Masterminds And Uploadable Consciousness

5g Allows Minimal Latency

The Dark Side Of Drones

5g Possibilities

Bibliography

About The Authors

Index

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