Always on : digital brand strategy in a big data world /
| Main Author: | |
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| Format: | eBook |
| Language: | English |
| Published: |
Farnham, Surrey ; Burlington :
Gower Publishing,
[2014]
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Introduction
- The symptoms
- Companies see challenges in digital transformation
- The website
- Why are we in social media?
- Is a customer loyal if they're in my program?
- Defining a business online
- Data the great myth buster
- The solution is never the next gadget
- The business case
- Understanding the need
- Preparedness for today and inevitable change
- The brand
- Symbiotic relationship between brand and digital strategy
- Developing brand positioning and value propositions
- Ux based brand workshop model
- Implementation strategy
- The strategy
- Defining digital strategy and its development process
- Research, facts and insights
- Finally we're seeing the big picture through big data
- The strategy documents, campaigns and builds
- Getting started
- Setting objectives : stakeholders and their requirements
- Defining your digital ecosystem
- One: an honest evaluation of your people and systems
- Two: communication and change management
- Three: implementation planning and tactical roadmap
- The governance
- Four: the governance of digital programs and systems
- Five: the importance of performance measurement
- Six: content calendars, accounts info and password storage
- Seven: ongoing communications strategy
- Eight: system and reputational risk management
- Nine: how to obtain, develop, retain and verify competence
- Building better partnerships
- One: legal and regulatory aspects of digital governance
- Conclusion
- Bibliography
- About the author.