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Paid, Owned, Earned
The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.
Digital marketing like a PRO
How do you translate your business objectives into a digital marketing strategy? What are today's best practices for content marketing, email marketing, social media and online advertising? What is the practical use for new technologies like Augmented and Virtual Reality, the Internet of Things, Artificial Intelligence and chatbots? Digital Marketing like a PRO is an easy to follow, step-by-step marketing guide that helps you maximize all digital channels. Packed with models, information and examples to help you succeed, it is free of fluff and noise so you can get to work quickly. Whether you're new to marketing or a long-time professional seeking to boost your skills, this digital marketing handbook will help you save time, energy and resources as you learn from tested industry models and best practices.
The Owned Media Doctrine
The Petraeus Doctrine for the 21st Century Marketer The Owned Media Doctrine is to Marketing what The Petraeus Doctrine was to modern warfare - a complete re-thinking of philosophy, strategy and tactics, dictated by the way war has changed. Just like in warfare, marketing and media is not at all what it used to be - but marketers are still fighting the battle like its 1965. The Owned Media Doctrine is just that, a new doctrine for Marketing. A new philosophy, strategic approach and operational model for the marketing operations function based on how media works today, and how it will work in the future. Its the marketers field manual for todays two-way, real-time media environment. In this r...
Audience
Proprietary audience development is now a core marketing responsibility. Every company needs audiences to survive. They are where you find new customers and develop more profitable relationships. And yet, most companies today treat their email, mobile, and social media audiences like afterthoughts instead of the corporate assets they are. With AUDIENCE, Jeff Rohrs seeks to change this dynamic through adoption of The Audience Imperative. This powerful mandate challenges all companies to use their paid, owned, and earned media to not only sell in the short-term but also increase the size, engagement, and value of their proprietary audiences over the long-term. As content marketing professionals have discovered, the days of “build it and they will come” are long gone. If you’re looking for a way to gain a lasting advantage over your competition, look no further and start building your email, Facebook, Google, Instagram, mobile app, SMS, Twitter, website, and YouTube audiences to last.
Identity and Pleasure
Identity and Pleasure: The Politics of Indonesian Screen Culture critically examines what media and screen culture reveal about the ways urban-based Indonesians attempted to redefine their identity in the first decade of this century. Through a richly nuanced analysis of expressions and representations found in screen culture (cinema, television and social media), it analyses the waves of energy and optimism, and the disillusionment, disorientation and despair, that arose in the power vacuum that followed the dramatic collapse of the militaristic New Order government. While in-depth analyses of identity and political contestation within the nation are the focus of the book, trans-national engagements and global dimensions are a significant part of the story in each chapter. The author focuses on contemporary cultural politics in Indonesia, but each chapter contextualizes current circumstances by setting them within a broader historical perspective.
Bloggerati, Twitterati
As timely as the latest tweet, this book tracks the digital revolution as a paradigm shift that is transforming popular culture in as yet unforeseen ways. Bloggerati, Twitterati: How Blogs and Twitter Are Transforming Popular Culture explores the ongoing digital revolution and examines the way it is changing—and will change—the way people live and communicate. Starting from the proposition that the Internet is now the center of popular culture, the book offers descriptions of blogs and Twitter and the online behavior they foster. It looks at the demographics of users and the impact of the Internet on knowledge, thinking, writing, politics, and journalism. A primary focus is on the way blogs and tweets are opening up communication to the people, free from gatekeepers and sanctioned rhetoric. The other side of the coin is the online hijacking of the news and its potential for spreading misinformation and fomenting polarization, topics that are analyzed even as the situation continues to evolve. Finally, the book gathers predictions from cultural critics about the future of digital popular culture and makes a few predictions of its own.
Social Networking
This book explores the popularity and use of social networking worldwide, which for twenty-first century standards, is essential to understand. Readers will evaluate how social networking is used in different cultures, and whether social networking has an impact on democratic movements and what that impact may be. They will explore social networking and access to information/censorship. Primary sources, including speeches and government documents, join essays from international sources for a truly panoramic view. Helpful features include an annotated table of contents, a world map and country index, a bibliography, and a subject index.
The Social Sciences in the Asian Century
In this collection of essays, we reflect on what it means to practise the social sciences in the twenty-first century. The book brings together leading social scientists from the Asia-Pacific region. We argue for the benefit of dialogue between the diverse theories and methods of social sciences in the region, the role of the social sciences in addressing real-world problems, the need to transcend national boundaries in addressing regional problems, and the challenges for an increasingly globalised higher education sector in the twenty-first century. The chapters are a combination of theoretical reflections and locally focused case studies of processes that are embedded in global dynamics and the changing geopolitics of knowledge. In an increasingly connected world, these reflections will be of global relevance
Why Occupy a Square?
Demonstrates how social movements can become mass scale with the aid of smart social networking and media management.
