The Art of Consumer Engagement

The Art of Consumer Engagement : Turning Customers into Brand Evangelists

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Today, engaging with customers must happen through multiple online and offline platforms on many different levels. By engaging customers, you can develop large corps of "customer evangelists" who voluntarily promote your brands, products and services - and magnify the value of all your marketing investments, this book shows you how to do this. It features great case studies from Cisco, SAP, American Express OPEN, Ford and many more innovative companies. It also shows youhow to use social media to build a personal brand, get hired and move up. Written by leading web marketer Liana "Li" Evans, author of Social Media Marketing.
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Product details

  • Paperback | 320 pages
  • 152 x 229mm
  • Que Corporation,U.S.
  • United States
  • English
  • 0789748991
  • 9780789748997

Table of contents

I. The Essence of Engaging Your Customers
1. What Is Consumer Engagement
2. Realizing Its Not Just You Who Owns Your Brand
3. Engaging the Right People
4. Become Invaluable
5. The Four Pillars of Consumer Engagement

II. B2B Engagement
6. Cisco: Saving Money on Product Launches and Speaking Directly to the Decision Maker
7. SAP: Engaging Programmers and Engineers
8. Catalyst Exhibits: Visual Engagement and Thought Leadership
9. Search Engine Strategies Incisive Media: Creating Fans that Convert
10. Network Solutions: Understanding Your Audience
11. American Express Open: Creating a Successful Community

III. B2C Engagement
12. Southwest: Dealing with Conflict and Shining a Light on Customers
13. Dell: Changing Opinions and Adding to the Bottom Line
14. GovLiquidation: Videos Dont Have to Go Viral to Engage
15. Ford: Forgoing the Super Bowl to Engage with Customers Where They Are
16. Kimpton Hotels: Showing Your Customers Theyre Appreciated
17. Select Comfort: Direct Response Company Adapts to Social Media Communities

IV. Nonprofit Engagement
18. Beth Kanter: Twittering for Donations
19. Alzheimer Society of Ontario: Utilizing Wikis to Build an Active Community of Volunteer Chapters
20. To Mama with Love: Virtual Scrapbooks for Donations, Raising Money for Children in Tanzania
21. Enchanted Makeovers: Using Existing Celebrity Social Networks to Raise Brand Awareness
22. Open Street Maps: Engaging Volunteers in Relief Efforts for Haiti and Beyond

V. Small and Medium Business Engagement (Taking on the Big Boys)
23. Flash Karaoke and Gravel Pike Inn: Promoting Your Singers and Building Loyal Fans
24. Foiled Cupcakes: Foregoing Traditional Advertising and Using Social Media to Engage Clients
25. Kinaxis: Taking on Oracle by Building a Niche Community
26. Miami Food Trucks: Small Businesses Working Together (Roving Food Trucks Success)
27. White Stone Country Inn: Using Facebook to Fill Rooms

VI. Recruiting and Getting Hired / Personal Branding
28. Hire Me Krispy Kreme: Landing an Interview in 4 Hours with Social Media
29. Alec Brownstein: Using Google Adwords to Land a Job
30. Laura Gainor: Relocating and Utilizing Your Social Network to Get Hired
31. UPS: Using Multiple Channels to Recruit Quality Hires
32. British Army: Introducing Social Media into Military Recruitment

VII. Integrating Your Engagement
33. Email
34. Search Marketing
35. Public Relations
36. Social Media
37. Traditional Media: Connecting Offline with Online
38. Measuring

VIII. Final Thoughts on Consumer Engagement
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About Liana Evans

Liana "Li" Evans is co-founder and CEO of LiBeck Integrated Marketing, Director of Social Media for Serengeti Communications, adjunct professor for Rutgers University's Mini MBA Programme and author of the award-winning Social Media Marketing: Engaging Strategies for Facebook, Twitter andOther Social Media. Evans has served as search engine optimisation and social media marketing architect for QVC and Comcast (Fancast) and has consulted with AOL MovieFOne and many other companies. She has also spoken about online and social marketing at many industry events.
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