Digital branding, second edition

  144–46 sitemaps 79 Skittles 16 smartphones  26, 105 social analysis tools  53–54 Index social engagement  47, 48, 67–69 social listening tools  52–53, 61, 62 social media  3, 9–10, 16–17, 25, 32–33, 35, 47–73, 152, 153, 168–69 see also Baidu; Facebook; Facebook Insights; Facebook Live; social signals; Twitter Social Media Benchmark  social media fails (disasters)  56–57 social media policies  60, 66 social media spam bots 170–172 social monitoring tools  52–53, 62, 63, 65–66, 69 social outreach  67–69 social signals  90–91 socialmention.com 53 spam  126, 139 spiders  77–79, 92 sproutsocial.com 53 staff training  61 storytelling 159–60 strategy 21 subheadings 86 target audience (objectives)  13–14, 17–22, 74 see also user journey targeting  96, 105, 116-17 TargetInternet.com  31, 34–36, 110, 170–72 technology  103–04, 106–08, 111 see also cloud services; mobile devices; phablets; video templates, e-mail  138–39 Tesco.com 31 testing  139–41, 154 text  85, 88–89 third party responses  65 thought leadership  21 time-based score degradation  153 touchpoints  11–12, 17 tracking conversions 98–99 cookies  121, 122, 123 responses 63–64 tracking codes  118, 127–28, 130, 188–89 traditional sales funnel  29–30 traffic sources  181–84 training 61 transmedia storytelling  159–60 triggering e-mails  149, 150 TripAdvisor 3 tweets  39, 48, 49, 70, 168, 169 see also re-tweets; Twitter tweriod.com 54 Twitter  37, 38, 39, 49, 54, 169, 172 see also re-tweets; tweets Unroll.me 126 unsubscribe links  137, 153 upskilling 20 URL destination goal  185 user flow report  180–81 user journey  23–38, 48, 84, 92, 104–05, 109, 124, 127–30 see also target audience (objectives) value 13–22 see also brand value value proposition  14–17, 25, 27–28, 31–32, 42–43, 48, 71, 112 video  37–38, 118 visit duration goal  185 visual identity  Visual Sitelinks (Google)  95 volume-based metrics  167–68 web page names  85, 87 webinars 151–52 websites  24–25, 89, 90, 151 see also analytics software WeChat 55 Weibo 55 weighting  153, 154 white hat SEO  88 whitelisting agreements  147 Windows Mobile  107 word clouds  56–57 WordPress 87 workflow management  52 Yahoo 83 Yandex  71, 83 Youku 55 YouTube Insights  54 213 214 THIS PAGE IS INTENTIONALLY LEFT BLANK 215 THIS PAGE IS INTENTIONALLY LEFT BLANK 216 THIS PAGE IS INTENTIONALLY LEFT BLANK 217 THIS PAGE IS INTENTIONALLY LEFT BLANK 218 THIS PAGE IS INTENTIONALLY LEFT BLANK