{"product_id":"spike-your-brand-roi-9781118976661","title":"Spike your Brand ROI","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eIncrease ROI through more effective brand marketing\u003c\/b\u003e  \u003cp\u003eAccording to CMO.com, we are exposed to more than 5,000 brand messages each day. Marketers call this creating engagement, and each comment, share, or re-tweet is supposed to be a win. But is this deluge of content really working to shift perception, change behavior, or sell products? The truth is, only 5% of people say that social media has a profound effect on their purchasing decisions. Moreover, only 2.7% of people are willing to stick their neck out on the line to recommend your brand via social media, a factor known as social risk.\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eSPIKE Your Brand ROI\u003c\/i\u003e, public relations maven Adele Cehrs shares her strategy for effective engagement: it's all about timing. This book will teach you how to recognize, anticipate, or even create a SPIKE  a Sudden Point of Interest that Kick-starts Exposure. This is your opportunity to reach people when they are primed to hear your message, and your brand is most relevant to\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eForeword by Sam Horn vii  \u003c\/p\u003e\u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003eAbout the Author xiii\u003c\/p\u003e \u003cp\u003e1 What’s Real Brand Engagement? 1\u003c\/p\u003e \u003cp\u003e2 Why Your Brand Doesn’t Stand Out 7\u003c\/p\u003e \u003cp\u003e3 Brand Narcissism 13\u003c\/p\u003e \u003cp\u003e4 SPIKE Assessment 21\u003c\/p\u003e \u003cp\u003e5 Be Nimble, Assemble the Right Team, and Get Buy-In for the SPIKE Method 25\u003c\/p\u003e \u003cp\u003e6 Picking the Perfect Audiences and Crafting Compelling Messages 33\u003c\/p\u003e \u003cp\u003e7 Manufacturing a SPIKE: Provide First-of-Their-Kind Pitches, Stories, and Messages 41\u003c\/p\u003e \u003cp\u003e8 When Is Your Brand Truly Relevant? Turn Your Editorial Calendar into a Relevance Calendar 51\u003c\/p\u003e \u003cp\u003e9 Brand Patience: Why You Need It 61\u003c\/p\u003e \u003cp\u003e10 SPIKE Spotting 69\u003c\/p\u003e \u003cp\u003e11 The Upshot of a Positive SPIKE 79\u003c\/p\u003e \u003cp\u003e12 Finding the Lost Principle of Influence 87\u003c\/p\u003e \u003cp\u003e13 Create a Contrarian Brand Platform to Stand Out 97\u003c\/p\u003e \u003cp\u003e14 The Fairness Fallacy and How to Call a Time-Out When Things Go Bad 105\u003c\/p\u003e \u003cp\u003e15 Have a Crisis Plan in Place to Handle Negative SPIKEs 115\u003c\/p\u003e \u003cp\u003e16 The Real Benefits of Responding to or Ignoring Negative SPIKEs 119\u003c\/p\u003e \u003cp\u003e17 Maximize (or Minimize) 15 Minutes (or Days) of Fame or Shame 125\u003c\/p\u003e \u003cp\u003e18 Why Wait? Anticipate Negative SPIKEs 133\u003c\/p\u003e \u003cp\u003e19 Don’t Spin Out of Control, Manage the Viral Spiral 141\u003c\/p\u003e \u003cp\u003e20 Dark Websites See the Light of Day 151\u003c\/p\u003e \u003cp\u003e21 The Underdog versus Top Dog Effect: How Some Brands Pick Themselves Up and Come Back Stronger 161\u003c\/p\u003e \u003cp\u003e22 The Pedestal Principle 169\u003c\/p\u003e \u003cp\u003e23 Internal SPIKEs 177\u003c\/p\u003e \u003cp\u003e24 Measuring the ROI of a SPIKE 185\u003c\/p\u003e \u003cp\u003eSPIKE Spotting: Worksheets 193\u003c\/p\u003e \u003cp\u003eBibliography 207\u003c\/p\u003e \u003cp\u003eIndex 217\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406960927063,"sku":"9781118976661","price":30.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118976661.jpg?v=1730497701","url":"https:\/\/bookcurl.com\/products\/spike-your-brand-roi-9781118976661","provider":"Book Curl","version":"1.0","type":"link"}