Recommend This! Delivering Digital Experiences That People Want to Share -- Copyright -- Contents -- Foreword -- Acknowledgments -- Preface: Is Digital Marketing Dead? -- Introduction -- Relationships Matter -- Are Digital Relationships Really Different? -- Getting Attention -- Why Are We Struggling with Digital? -- Chapter 1: Business as Usual Is Over . . . or Is It? -- Need -- History -- Curation -- Faces -- Stories -- Authenticity -- Consistency -- Credibility -- Helpfulness -- Avoiding the Pitfall -- Chapter 2: Digital Changes Everything -- Defining Digital -- Committed to Social -- Facebook -- Twitter -- Google+ -- Linkedln -- YouTube -- Others -- Social to Sell? -- Democratized Video -- Massive Mobile -- Dangerously Personal Data -- Developing Digital Communities -- So, Digital Doesn't Really Change Anything . . . Except . . . Everything -- Helpful Hints -- Chapter 3: The Importance of Relationships -- The Limitations of Relationships -- The Components of a Real-World Relationship -- Relationship Killers: Geography, Time, and Attention -- Relationships in the Digital World -- Breaking Down Barriers -- Enabling Permanence -- Empowering Us to Connect Horizontally -- Personification -- Helpful Hints -- Chapter 4: How We Connect in the Digital World -- What Is a Relationship Network? -- Is It Still Six Degrees? -- Can We Have More Relationships? -- The Magic of the Network -- Communication All the Time, Anytime -- Becoming the Center of Attention -- Habits and Rewards -- Neuroplasticity -- Forcing Change through Novelty -- Why Is All This Science Important? -- Novelty in a World That's Always Changing -- The Digital Universe Is All about You -- Our Online Selves -- Connecting the Dots -- The Relationship of Things -- Welcome to the Relationship Economy -- The Evolution of the "Buyer's Journey" -- It's the Buyer That's Changed.

Four Distinct Relationship Types -- Relationship Types and Brands -- Understanding the Relationship Cycle -- Cycles, Pyramids, and Types -- Nirvana: Becoming Part of the Tribe -- Chapter 5: Measuring the Value of Relationships -- Relationship Energy -- Understanding the Relationship Network -- Relationship Value Equation -- The Relawatt Scale -- Calculating Relawatts -- Relawatts in Action -- The Impact of Relawatts on Marketing Strategy -- Chapter 6: Bridging Digital -- Chapter 7: Understanding Need -- Need and the Relationship Cycle -- Acknowledge That Not Everyone Wants the Same Relationship -- Context and Your Website -- Real-Time Customer Behavior -- Dynamic Web Pages -- It's Not Just About Your Website -- Summing It Up -- Helpful Takeaways -- Chapter 8: Developing History -- Overt History -- Covert History -- 1 + 1 = 3 -- Patterns within Patterns -- The Context of History -- Personalization and Relevance -- Known -- Anonymous -- Scale: Something We Can't Get in the Analog World -- Summing It Up -- Helpful Takeaways -- Chapter 9: Offering Curation -- Why Is Digital Eating into Retail Sales? -- Our Affinity for Content -- When Content and Product Selection Collide -- Curation Proves Content Is Important -- Summing It Up -- Helpful Takeaways -- Chapter 10: Recognizing Faces -- Why Face-to-Face Is So Important (To Business) -- Is There Any Trust in Digital? -- Online Video Is Growing Stupid Fast -- The Science behind Why We Like Video -- Video: The One-Two Punch for Businesses? -- Online Video as Your Gateway to Trust -- Building a Compelling Video Library -- Summing It Up -- Helpful Takeaways -- Chapter 11: Telling Stories -- The Guts of a Story -- The Science behind Storytelling -- Stories, Relationships, Emotion, and Business -- Connecting the Dots (Why Stories Are Important) -- What Makes a Story Good for Business? -- The Differences.

The Similarities -- Telling a Better Story -- Coca-Cola: A Company That Gets Storytelling -- Summing It Up -- Helpful Takeaways -- Chapter 12: Being Authentic -- How We Communicate in the Real World -- What Is Authenticity? -- Trust: The Foundation of Authenticity -- The Importance of Authenticity -- Trust in the Digital World -- The Importance of Transparency -- Authenticity in the Digital World -- The "Domino Effect" -- "Tastes Like Cardboard" -- Even Politicians Can Be Authentic -- Summing It Up -- Helpful Takeaways -- Chapter 13: Delivering Consistency -- Digital Experiences Are Really Real-World Experiences -- More Touchpoints = More Complexity -- The Role of Context -- Context Leads to Consistency -- Consistency Is About Assembling, Not Portraying -- Precision Marketing in the Age of Context -- Excellent Examples of Consistency -- Naked Pizza -- Boloco -- Summing It Up -- Helpful Takeaways -- Chapter 14: Maintaining Credibility -- What Is Credibility? -- Four Types of Credibility -- Creating Credibility -- In the Digital World, Everybody Is an Expert -- What Is Content Marketing? -- Great Content = Digital Credibility -- Summing It Up -- Helpful Takeaways -- Chapter 15: Helpfulness -- A Planet of Helpful Associates -- Helpfulness in the Digital World -- The Impact of Digital on Marketing -- The Transition from Outbound to Inbound -- Inbound, Outbound, and The Buyer's Journey -- The Principles of Helpfulness -- Helpfulness Drives Relationships -- Lowe's: Helpful Above All Else -- Summing It Up -- Helpful Takeaways -- Chapter 16: Nurturing Online Communities -- The Online Community as "Virtual Physical Presence" -- F5 DevCentral-A Community Example -- Negative Feedback (the Elephant in the Room) -- Building Trust at Scale -- Where to Start -- Step One: Define Business Purpose and Goals -- Step Two: Understand the Audience.

Step Three: Define the Strategy -- Step Four: Architect the Site -- Step Five: Launch and Market -- Summing It Up -- Helpful Takeaways -- Chapter 17: Delivering the Promise -- Why Does Delivery Matter? -- Delivery from the Cloud (and Not Underneath Someone's Desk) -- Reach, Scale, and Availability -- Devices Are Context, Too -- Improving the Delivery Experience -- Caching Objects -- Accelerating Dynamic Content -- Optimizing the Browser Experience -- Keeping a Watchful Eye (Like Kevin) -- System Monitoring -- End-User Monitoring -- The Takeaway -- Chapter 18: Looking Forward -- The Fifth Platform -- The Future Is Actually Already Here -- Ogilvie's: 2064 -- A Roadmap for Transformation -- We Leave You with This -- Don't Hide Your Love Away -- Notes -- Index.