THE DIGITAL INNOVATION PLAYBOOK -- Contents -- Foreword -- Acknowledgments -- Introducing the Next Step: Navigating New Media -- This Book's Setup -- This Book Is Alive -- Chapter 1 Mastering Digital Innovation: The Role of Digital and New Media on Innovation and Commercialization -- Breaking It Down: The Key Words Are 'Exceptional,' 'Value,' and 'Listening' -- Risky Business: Focusing on Failure Drives Failure -- The Open Innovation Myth: No Initiative Can Defeat a Closed Culture -- Jumping In with Both Feet: Digital Innovators Must Become Experts -- A Walk through Your Digital Customer Community -- A Social Revolution: People Are Talking All the Time, All Over -- The Exceptional Layer: Defining Value Layer by Layer -- Criminal Behavior: Digital Disposes of Every Level below Exceptional -- How You Can Become Exceptional: Manage Your Culture to Become a Listener -- Are You Trapped in Analog? Comparing Digital Socialists to Digital Capitalists -- Communication-The Key to Everything -- Full-Duplex Dialogue Takes the Win -- Digital Innovation Best Practices: Commanding the Digital World -- Creating Your Platform: Defining Wants Provides Filter Backdrop -- Value Layered Innovation: Invent at Each Point of Contact -- Chapter 2 The Digital Sandbox: Play, Listen, Invent, and Deploy for a Successful Strategy -- A Walk through the Future of Mobile Technology: More and More Smart Connections -- Blogs: The Foundation for the Social Web -- Learning to Listen with Radian6: Helping Companies Communicate and Deploy -- Conversations: A Previously Untapped Resource, But Are You Listening? -- The Sandbox Mentality: Learning to Play, Listen, Invent, and Deploy -- Playing Nice in the Sandbox: Be Aware and Share the Space -- Giving Employees a Voice: Sharing the Brand to Make It Stronger -- Learning New Communication: Traditional Media No More.

A Paradigm Shift: From Listening to Engagement -- The New Digital Multipliers: Real People Create Real Loyalty -- Gaining Customer Credit by Being in the Conversation, Not Just Problem Solving -- A Theory of Relativity: Weighing "What You Get" versus "What You Expected" -- No. 251?! No More Lines -- A Social Shift in Customer Service: Cost Effective with Power Going to the People -- Chapter 3 The Digital Enterprise: Harnessing Social Media Intelligence, Smartly -- The Spigit Community -- A "Gap" in Judgment: Followers Cry Out for Old Logo -- Cisco Looks to the Public: Widening the Idea Net -- AAA Looks to Gen Y: Spigit Creates Innovation Community -- A Need to Stand Out: Veridian Credit Union Pulls in Collective Intelligence of Employees on the Front Lines -- Innovating with Collective Intelligence: Taking the Ideas and Running with Them -- Chapter 4 The Digital Video Revolution: Digital Technology Gives Anyone the Ability to Make a Quality Television Show -- Philip Nelson on NewTek: Revolutionizing Desktop Video -- Chasing the Elusive Dollar: How Do Companies Monetize Their Video Efforts? -- Video to Tell and Sell -- Lasting Value Creates Durability -- Taking It Live: Going Live Gets People to Plan to View -- From Airwaves to the Screen: Radio Goes Digital -- Live Streaming Expands Brand Potential: MTV and The Hills -- Getting Behind the Velvet Ropes: People Like the Inside Scoop -- The End of the Dorm Room Video: Video Makers Gain Credibility with the Advent of TV-Quality Production -- Melding of the Screens: From Television to Cell Phones, It's All about the Content -- The Next Five Years -- Chapter 5 Flying High: An Open Culture Keeps an Airline Company on Top of the Competition -- First Taste of Social Media: Video Series Ends, New Communications Begin -- Content Controls: Editor Approves Comments with Moderation.

An Open Culture: How Tough Is It Showing the Good, the Bad, and the Ugly? -- Direct Line to Customers -- Making Friends on Facebook -- Responses for All: Yes, You'll Get Some Crazies, But It's Important to Respond to Good and Bad -- Putting in the Time: Listening and Understanding the Feedback -- Keeping Up with the Changes -- Southwest Finds a Natural Fit with Already-Open Culture of Communication -- Lessons from Southwest -- Video at Southwest: Vital Communication with Employees and Customers -- The Pits: What to Avoid in the Social Media World -- The Next Five Years: Keep Creating Content and Finding the Best Channels -- Chapter 6 Picture Perfect Social Media: How Kodak Got Social Media Right -- Finding a Digital Culture: Kodak Finds a Voice to Join the Conversations -- Behind the Brand: Kodak Connects by Sharing Stories and Correcting Misconceptions -- What Are the Opportunities, What's in It for Us, and How Do We Create Value for Them? -- An Open, Active Ear: Kodak Staffs Chief Listener Position -- Making Your Customers Blue: Recognizing Actionable Listening Moments -- Active Listening: Air Traffic Controller for Those Insights -- A Story with a Moral: Kodak Learns Fast Action and Personal Response Avert Disaster -- The Flavors of Communication: Learn Which to Use and When -- A Product That Stands on Its Own: Allowing the Community to Discuss Your Brand -- A Matter of Trust -- Chapter 7 The Army Way: Digital Leadership from a Surprising Source -- Eye-Opener at Blog World -- Hands Off! Let Go or Lose It All -- If It's Good Enough for the Army . . ."-Despite the Risks, the Military Creates a Real Community -- Army Strong Stories: A Matter of Trust and Respect -- Learning from the Army -- A Learning Process -- A Real Commitment to Communication: Openness Is the Driving Force behind Innovations -- The Army Can, and You Can Too.

Chapter 8 Winning the Digital Race: IndyCar Creates the Ultimate Brand Forum with Its Strategic Multimedia Approach -- Developing an Online Persona: How the IZOD IndyCar Series Has Added Value for Their Fans through Social and Digital Media -- Behind the Scenes: The IndyCar Blog -- Making Friends: Facebook and IndyCar -- A New Community: Flickr and IndyCar -- More Streaming: Livestream and IndyCar -- Speed Tweeting: Twitter and IndyCar -- Eyes on Content: YouTube and IndyCar -- Verizon and the IndyCar Mobile App -- Talking Back to IndyCar.com -- The Ultimate Fan Experience -- The Conclusion to the IndyCar Story: Keeping Up with IndyCar Communities -- Maximizing Innovation Potential -- Chapter 9 Digital Direct: Innovation Commercialization through Digital Direct Marketing -- Direct Response Marketing: Advertising's Measurable Cousin -- DR to Branding: "We've Got Creative Differences" -- The Internet and Digital DRM: Your Media Roadmap -- Using the Internet to Improve Allocation of Marketing Dollars -- Online Testing the Quick and Easy Way -- Ad Measurement: How You Know You're Winning -- The Internet Makes Creative Fast and Easy -- Media Optimization: More Bang for Your Buck -- Engagement Optimization: Keeping Up with Your Customers -- Five Advanced Digital Media Tactics to Get Even More Customers -- What Now? -- Turning to Innovation Strategy -- Chapter 10 RealOpen Innovation: Developing a Framework to Manage the Flow of Ideas and Technologies -- A Prescription, Not a Diet -- What Is the RealOpen Innovation Framework? -- What Is an Innovation Platform? -- The Seven Ways to Find New Technologies and Ideas for Your Business -- Creating a Filter with Customers in Mind -- Forward, Forge, Forget: Fast-Track Methodologies -- RealOpen and the Four-in-One Garlic Press -- Innovation Scenario Tactics -- A Medical Device Industry Example.

Chapter 11 Creating a Digital Culture: Organizational Culture Is a Symptom: The Underlining Causality Is Collective Team Focus -- External Focus versus Internal Focus -- Success Referencing -- The Four Characteristics That Define Cultural Excellence -- The Critical Role of Leadership -- The Components of Digital Innovation -- Chapter 12 Rules of Engagement: Protecting the Value of Your Intellectual Property -- One Giant Leap for Mankind -- Rules of Engagement -- Chapter 13 The Innovation Game Plan: Are You Ready to Deploy? -- Learning from the Best and Brightest -- The Most Important Takeaways -- Becoming a True Digital Enterprise -- About the Author -- Special Book Offer -- Index.