ملاحظات
مقدمة: السبب وراء اختيار كلمة «جمهور»
(1)
Alfred North Whitehead, Science and
the Modern World (New York: Macmillan,
1925).
الجزء الأول: حتمية الجمهور
الفصل الأول: الجمهور كأصول ثابتة: التفكير بعقلية الناجحين
(1)
Ken Tucker, “Springsteen Speaks,” Entertainment Weekly, February 28,
2003,
www.ew.com/ew/article/0,,261357,00.html.
(2)
“Fold the Front Page,” Graphic Detail (blog), June
4, 2013, www.economist.com/blogs/graphicdetail/2013/06/daily-chart-1?fsrc=scn/tw_ec/fold_the_front_page.
(3)
Motorola, “2013 Media Engagement
Barometer—Unveiling Our Global Media Habits, One
Question at a Time,” Arris
Solutions Blog, March 19, 2013,
www.arriseverywhere.com/2013/03/motorolas-2013-media-engagement-barometer-unveiling-our-global-media-habits-onequestion-at-a-time/.
(4)
Reuters, “The Internet of Things: By 2020,
You’ll Own 50 Internet-Connected Devices,” HuffPost Tech, April 22,
2013, www.huffingtonpost.com/2013/04/22/internet-of-things_n_3130340.html.
(5)
KeithWagstaff, “Netflix Loses 800,000
Subscribers after Price Hike, Qwikster Debacle,” Time, October 24, 2011,
http://tech
land.time.com/2011/10/24/netflix-loses-800000-subscribers-afterprice-hike-qwikster-debacle/.
الفصل الثاني: حتمية الجمهور: المصدر الهجين لطاقة العمل
(1)
Andy Goldsworthy, Midsummer
Snowballs (New York: Harry N. Abrams, 2001),
34.
(2)
Roger Deakin, “Review: Vegetal; Theatre de la Ville,
Paris,” The Independent, March 12,
1996,
www.independent.co.uk/artsbnotesentertainment/art/review-vegetal-theatre-de-la-ville-paris-1341614.html.
(3)
Cecil Adams, “Did Oil Really Come from Dinosaurs?,”
The Straight Dope, May 12,
2006,
www.straightdope.com/columns/read/2652/did-oil-really-come-from-dinosaurs.
(4)
Wikipedia, s.v. “Super Bowl Advertising,”
accessed June 9, 2013, http://en.wikipedia.org/wiki/Super_Bowl_advertising;
Nielsen, “Super Bowl XLVII: How We Watch and Connect across
Screens,” Newswire,
February 5, 2013,
http://www.nielsen.com/us/en/newswire/2013/super-bowl-xlvii-draws-108–7-million-viewers-26–1-tweets.html.
(5)
This is, of course, a turn of John
Wanamaker’s famous quote, “Half of my advertising is
wasted, I just don’t know which half”; Advertising Age, “John
Wanamaker,” March 29, 1999,
http://adage.com/article/special-report-the-advertising-century/john-wanamaker/140185/.
(6)
Caitlin A. Johnson, “Cutting Through
Advertising Clutter,” CBS News
Sunday Morning, February 11, 2009,
www.cbsnews.com/8301-3445_162-2015684.html.
(7)
Angus MacKenzie, “2013 Motor Trend Car of the Year:
Tesla Model S,” Motor Trend,
January 2013,
www.motortrend.com/oftheyear/car/1301_2013_motor_trend_car_of_the_year_tesla_model_s/viewall.html.
الفصل الثالث: الجماهير الخاصة: الباحثون والْمُرَوِّجون والمنتسِبون
(1)
Julius “Dr. J.” Irving, as quoted by Vincent Malozzi, Doc: The Rise and Rise of Julius
Irving (Hoboken, NJ: John Wiley & Sons, 2009),
46.
(2)
ABI Research, “More Than 30 Billion Devices
Will Wireless Connect to the Internet of Everything in
2020,” May 9, 2013, http://www.abiresearch.com/press/more-than-30-billion-devices-will-wirelessly-conne.
(3)
Aaron Smith, “Smartphone Ownership—2013 Update” (Washington,
DC: Pew Research Center, June 5, 2013), http://www.pewinternet.org/files/old-media//Files/Reports/2013/PIP_Smartphone_adoption_2013.pdf.
(4)
Kristina Wong, “iViu Technologies Partners
with Hi-Time Wine Cellars on Mobile App,” OC Metro,
April 10, 2012, http://www.ocmetro.com/t-iViu-Technologies-HiTime-Wine-Cellars-partner-on-mobileapp-04-10-2012.aspx
(5)
Jay Rosen, “The People Formerly Known as
the Audience,” Press
Think (blog), June 27, 2006,
http://archive.pressthink.org/2006/06/27/ppl_frmr.html.
(6)
“Faberge Shampoo,” YouTube video, 0:29, posted by
“mybeautyads,” December 29, 2007,
http://www.youtube.com/watch?v=TgDxWNV4wWY.
(7)
Gary M. Stern, “Social Network Feedback Sparks
Tempur-Pedic’s Sales,” Investor’s
Business Daily, February 4, 2011,
http://news.investors.com/management-managing-for-success/020411–562136-socialnetwork-feedback-sparks-tempur-pedics-sales.htm?p=full.
(8)
Ernest Dichter, “How Word-of-Mouth Marketing
Works,” Harvard Business
Review, November–December 1966,
147–66.
(9)
The New York
Times Customer Insight Group, “The Psychology of
Sharing: Why Do People Share Online?,” 2012,
http://nytmarketing.whsites.net/mediakit/pos/.
(10)
Nandita Verma, “Consumers Choose Email over Social
for Referrals,” SocialTwist
(blog), July 8, 2013,
http://blog.socialtwist.com/marketing/referral-marketing-email-or-social; Jose Antonio
Sanchez, “The State of Digital Content,” Uberflip (blog), March 27, 2013, www.uberflip.com/blog/the-state-of-digital-content;
“SUBSCRIBERS, FANS& FOLLOWERS REPORT #14: The 2012
Channel Preference Survey,” ExactTarget, April 2012,
http://pages.exacttarget.com/SFF14-US?ls=Website&lss=Micro.SubscribersFansFollowers.ChannelPreference&lss
m=Corporate&camp=701A0000000cOGNIA2.
(11)
Andy Sernovitz, Word of Mouth Marketing: How Smart Companies Get
People Talking (Austin, TX: Greenleaf
Book Group Press, 2012), 6.
(12)
Rich Thomaselli, “Carnival Doesn’t Shy Away From
Triumph Crisis—But Is Damage Done?,” Advertising Age, February 14, 2013,
http://adage.com/article/news/carnival-cruises-pr-response-triumph-crisis/239819/.
(13)
Seth Godin, Permission Marketing (New York: Simon
& Schuster, 1999), 43.
(14)
Jeffrey K. Rohrs, “The Bill of Four Rights,”
ExactTarget Blog, October
12, 2007,
www.exacttarget.com/blog/the-bill-of-four-rights/.
الفصل الرابع: كبار شخصيات المنتسِبين: المشتركون والمعجبون والمتابعون
(1)
Amanda Palmer, “The Art of Asking,” TED2013 video,
13:48, February 2013,
www.ted.com/talks/amanda_palmer_the_art_of_asking.html.
(2)
Cord Jefferson, “Amanda Palmer’s Million-Dollar Music
Project and Kickstarter’s Accountability Problem,” Gawker, September 19, 2012,
http://gawker.com/5944050/amanda-palmers-million+dollar-musicproject-and-kickstarters-accountability-problem.
(3)
Ibid.
(4)
Marcus Wohlsen, “Email Is Crushing Twitter,
Facebook for Selling Stuff Online,” Wired, July 1, 2013,
www.wired.com/business/2013/07/email-crushing-twitter-facebook/.
(5)
Derek Halpern, “Why You MUST Build Your
Email List—And How to Get Started,” Social Triggers (blog),
http://socialtriggers.com/build-an-email-list/.
(6)
Online Etymology
Dictionary, s.v. “fan,” accessed August 5,
2013, www.etymonline.com/index.php?term=fan.
(7)
Charles Mackay, Extraordinary
Popular Delusions and the Madness of Crowds, with an
introduction by Professor Norman Stone (Hertfordshire, England:
Wordsworth Editions, 1995).
(8)
General Mills, “General Mills History
of Innovation: The Pillsbury Bake-Off Contest,”
http://generalmills.com/~/media/Files/history/hist_bakeoff.ashx.
(9)
“Springtime in Atlanta. March
27th–March 30th, 2013,” Atlanta Chapter of the
Coca-Cola Collectors Club, accessed August 5, 2013,
http://theatlantachapter.webs.com/springtimeinatlanta.htm.
(10)
“What Is IMM?,” IMM 2013 (FAQ), accessed August 5,
2013, www.imm2013.eu/index.php?lang=en&Itemid=506.
(11)
Jessica Lee, “78% of Brand’s Facebook Fans Are
Already Customers,” ClickZ,
July 1, 2013,
www.clickz.com/clickz/news/2278389/78-of-abrands-facebook-fans-are-already-customers-study.
(12)
“Facebook ‘Like’ Button Replaces ‘Become a
Fan,’” HuffingtonPost, June 19, 2010,
www.huffingtonpost.com/2010/04/19/facebook-like-buttonrepl_n_543439.html.
(13)
“Jayne’s Hat,” ThinkGeek.com product page,
www.thinkgeek.com/product/f108/.
(14)
Ellie Hall, “‘Firefly’ Hat Triggers
Corporate Crackdown,” BuzzFeed, April 9, 2013,
www.buzzfeed.com/ellievhall/firefly-hat-triggers-corporate-crackdown.
(15)
“SUBSCRIBERS, FANS & FOLLOWERS REPORT #16:
Retail Touchpoints Exposed!,” ExactTarget, 2012,
http://pages.exacttarget.com/SFF16E-US?ls=Website&lss=Micro.SubscribersFansFollowers.Ret
ailTouchpoints&lssm=Corporate&camp=701A0000000czJzIAI,
28.
(16)
Darren Rovell, “Steelers’ Antonio Brown
Spends Super Bowl Week with Twitter Fan Turned BFF,”
CNBC, February 9, 2012, www.cnbc.com/id/46326110/Steelers_Antonio_Brown_Spends_Super_Bowl_Week_with_Twitter_Fan_Turned_BFF.
(17)
“SUBSCRIBERS, FANS & FOLLOWERS
REPORT #20: Marketers from Mars,” ExactTarget, 2013,
http://pages.exacttarget.com/SFF20-US?ls=Website&lss=Micro.SubscribersFansFollowers.MktrsFromMars&lssm=Corporate&camp=701A0000000eR4AIAU.
الفصل الخامس: ما وراء دون درابر: وسائل الإعلام المدفوعة والمملوكة والمكتسبة
(1)
Cathryn Humprhies and Matthew Weiner, “Season 3,
Episode 2: Love Among the Ruins,” Mad
Men, November 2009, www.slantmagazine.com/house/2009/08/mad-men-mondays-on-tuesday-season-3-episode-2-love-among-the-ruins/.
(2)
“The New Multi-screen World: Understanding
Cross-Platform Consumer Behavior,” Google Think Insights, August
2012, www.google.com/think/research-studies/the-new-multi-screen-world-study.html.
(3)
Jeffrey K.Rohrs, “Punt, Pass, & Kick: Email,
Mobile, & Social Misses at Super Bowl XLVII,” ExactTarget Blog, February 4, 2013,
www.exacttarget.com/blog/punt-pass-kick-email-mobile-social-misses-at-super-bowl-xlvii/.
(4)
Jackie Kass, “Super Bowl Sponsor Papa John’s Forgoes
Commercial for Free Pizza Coin Toss,” Examiner.com, January 30, 2013, www.examiner.com/article/super-bowl-sponsor-papa-john-s-forgoescommercial-for-free-pizza-coin-toss.
(5)
Search for “Brooks Brothers” conducted on Sunday, May
27, 2013, via Google. Screen capture is of the first sponsored
result from that search.
(6)
“Search Ads: Ad Extensions,” Google Ads, accessed
August 5, 2013,
www.google.com/ads/innovations/search.html#tab=extensions.
(7)
ExactTarget, “SUBSCRIBERS, FANS & FOLLOWERS
REPORT #16,” 6.
(8)
Joe Pulizzi, as quoted in Content Market
Institute, “Getting Started,” accessed August 5, 2013,
http://contentmarketinginstitute.com/getting
started/.
(9)
Ryan Boyko, “Referee Bias Contributes to Home
Field Advantage in English Premiership Football,” Journal of Sports Sciences 25,
no. 11 (2007),
www.tandfonline.com/doi/full/10.1080/02640410601038576#.UbkGGZwmwdo.
(10)
C. E. Shannon, “A Mathematical Theory of
Communication,” The Bell System
Technical Journal, 27 (July & October
1948), 379–423, 623–56,
http://cm.bell-labs.com/cm/ms/what/shannonday/shannon1948.pdf.
(11)
Nick Burcher, Paid, Owned,
Earned: Maximizing Marketing Returns in a Socially Connected
World (London: Kogan Page, 2012),
18.
(12)
Rebecca Lieb and Jeremiah Owyang, The Converged Media Imperative: How Brands Must
Combine Paid, Owned, and Earned Media (San Mateo, CA:
Altimeter Group, July 19, 2012), www.altimetergroup.com/2012/07/the-converged-media-imperative.html.
(13)
Ibid., 20.
(14)
“Introducing Sponsored Stories,” Facebook
Marketing video, 2:06, January 25, 2011,
www.facebook.com/video/video.php?v=1010032
8087082670.
(15)
“Audiences,” Facebook, accessed August 5,
2013, www.facebook.com/help/459892990722543/.
(16)
“Twitter Ads Self Service,” Twitter
Business, accessed August 5, 2013,
https://business.twitter.com/products/twitter-ads-self-service.
الفصل السادس: زيادة حجم الجمهور وارتباطه وقيمته
(1)
Lieb and Owyang, The Converged
Media Imperative: How Brands Must Combine Paid, Owned, and
Earned Media,” Altimeter Group (July 19, 2012)
(http://www.altimetergroup.com/2012/07/the-converged-mediaimperative.html).
(2)
“What’s the Difference between Impressions
and Reach?,” Facebook, accessed August 5, 2013,
www.facebook.com/help/274400362581037/.
(3)
“Sponsor Your Page Posts,” Facebook, accessed
August 5, 2013,
https://www.facebook.com/notes/facebook-marketing/sponsor-yourpage-posts/10150675727637217.
(4)
“Inbox Tabs and Category Labels,” Google Help,
accessed August 24, 2013,
https://support.google.com/mail/answer/3055016?hl=en.
(5)
“Priority Inbox Overview,” Google Help, accessed
August 5, 2013,
https://support.google.com/mail/answer/186531?hl=en.
(6)
Matt McGee, “Edgerank is Dead: Facebook’s News Feed
Alorithm Now Has Close to 100K Weight Factors,” MarketingLand, August 16, 2013,
http://marketingland.com/edgerank-is-dead-facebooks-news-feedalgorithm-now-has-close-to-100k-weight-factors-55908.
(7)
“What Is EdgeRank?,” accessed August 5, 2013,
www.whatisedgerank.com/.
(8)
Rebecca Corliss, “Photos on Facebook
Generate 53% More Likes Than the Average Post,”
Hubspot Blog,
November 15, 2012, http://blog.hubspot.com/blog/tabid/6307/bid/33800/Photos-on-Facebook-Generate-53-More-Likes-Than-the-Average-Post-NEW-DATA.aspx.
(9)
ReturnPath, “Email Mostly Mobile,”
December 11, 2012, www.returnpath.com/resource/email-mostly-mobile/.
(10)
Matt McGee, “Your Tax Dollars at Work:
State Department Spends $630,000 Buying Facebook
Fans,” MarketingLand,
July 3, 2013, http://marketingland.com/your-tax-dollars-at-work-state-department-spends-630000-buying-facebook-fans-50575.
(11)
Kevin Kelleher, “Mobile Growth Is About
to Be Staggering,” CNNMoney, February 20, 2013,
http://tech.fortune.cnn.com/2013/02/20/mobilewill-growth-is-about-to-be-staggering/.
(12)
Benedict Evans, “Mobile Is Eating the
World,” Slideshow presented at BEA, May 17, 2013,
www.slideshare.net/bge20/2013-05-bea.
(13)
Leigh Shevchik, “Mobile APPeal:
Exploring the Mobile Landscape,” New Relic (blog), March
13, 2013,
http://blog.newrelic.com/2013/03/13/mobile-appeal-why-the-future-is-mobile/.
(14)
LCV is sometimes also abbreviated as LTV for simply
“Lifetime Value,” or CLV for “Customer Lifetime
Value.”
(15)
Cynthia Clark, “Keeping Tally:
Understanding the Significance of Mapping Customers’
Lifetime Value,” 1to1media, May 27, 2013,
www.1to1media.com/view.aspx?DocID=34294.
(16)
Gene Marks, “Putting a Dollar Value on a
Facebook Fan,” You’re the
Boss (blog), The
New York Times, April 23, 2013,
http://boss.blogs.nytimes.com/2013/04/23/putting-a-dollar-value-on-a-facebook-fan/.
(17)
Jay Baer, “A New Way to Calculate What Facebook Is
Worth to Your Business,” Social Media
ROI (blog), Convince
& Convert, 2012,
http://www.convinceandconvert.com/social-media-roi/a-new-way-tocalculate-what-facebook-is-worth-to-your-business/.
الفصل السابع: بالبُنْط العريض: مسئولياتنا على المدى الطويل
(1)
Viola Spolin, Improvisation for
the Theater (Third Edition, Northwestern University
Press 1999), p. 13, http://books.google.com/books?id=W24
B26mGvQkC.
(2)
eConsultancy and Adobe Systems, “Quarterly Digital
Intelligence Briefing: Digital Trends for 2013,” January 2013,
http://econsultancy.com/us/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013.
(3)
Jonathan Espinosa, “Facebook Reveals Ad Unit
Improvements, Will Phase Out Questions and Offers Products,”
InsideFacebook, June 6, 2013,
www.insidefacebook.com/2013/06/06/facebook-reveals-ad-unitimprovements-will-phase-out-questions-and-offers-products/.
(4)
David Emery, “No, Facebookers, Bill Gates
Isn’t Giving Money to Everyone Who Shares This Photo,”
About.com, February 14, 2013,
http://urbanlegends.about.com/b/2013/02/14/bill-gates-giving-awaymoney.htm.
(5)
Hibah Yousuf, “False White House Explosion
Tweet Rattles Market,” CNNMoney, April 23, 2013,
http://buzz.money.cnn.com/2013/04/23/ap-tweet-fake-white-house/.
(6)
“Child-Snatching Eagle Video Created as
Student Project,” CBC
News, December 19, 2012,
www.cbc.ca/news/canada/montreal/story/2012/12/19/montreal-golden-eagle-viral-video.html.
(7)
Brad McCarty, “Haven’t You Heard? Email Is
Dead According to Facebook’s COO,” The Next Web, June 24,
2010, http://thenextweb.com/socialmedia/2010/06/24/havent-you-heard-email-is-dead/.
(8)
Chris Anderson and Michael Wolff, “The Web
Is Dead. Long Live the Internet,” Wired, August 17, 2010,
www.wired.com/magazine/2010/08/ff_webrip/.
(9)
Mark Schaefer, “Twitter Is Dying—and It’s
All Your Fault,” Social Media
Today, October 5, 2011,
http://socialmediatoday.com/markwschaefer/371341/twitter-dying-and-it-s-all-your-fault.
(10)
Patrick Evans, “Facebook Is Dead for Gen Y;
What’s Next?,” Engage: Gen Y (blog), MediaPost, November 18,
2011, www.mediapost.com/publications/article/162602/facebook-is-dead-for-gen-y-whats-next.html#axzz2Siu7BWvn.
(11)
Dan Rowinski, “Jason Calacanis: ‘Blogging
Is Dead’ & Why ‘Stupid People Shouldn’t Write,’”
ReadWriteWeb,
December 29, 2011,
http://readwrite.com/2011/12/29/redux_jason_calacanis_blogging_is_dead_why_stupid_people.
(12)
Ken Krogue, “The Death of SEO: The Rise of
Social, PR, and Real Content,” Forbes Entrepreneurs (blog), Forbes, July 20, 2012,
www.forbes.com/sites/kenkrogue/2012/07/20/the-death-of-seo-the-rise-of-social-pr-and-real-content/.
(13)
Bill Lee, “Marketing Is Dead,” HBR Blog Network, Harvard Business
Review, August 9, 2012,
http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html.
(14)
Dominique Turpin, “The CMO Is Dead,”
On Marketing
(blog), Forbes,
October 3, 2012,
www.forbes.com/sites/onmarketing/2012/10/03/the-cmo-is-dead/.
(15)
Amil Husain, “Advertising Is Dead,”
Huffington Post
Business, March 22, 2013,
www.huffingtonpost.com/amil-husain/advertising-is-dead_1_b_2932332.html.
الجزء الثاني: قنوات التواصل مع الجمهور
الفصل الثامن: الموقع الإلكتروني: مركز الجذب في مجال التسويق
(1)
“User Experience Quotes,” TheoMandel.com, accessed
August 5, 2013,
http://theomandel.com/resources/user-experience-quotes/.
(2)
“Wendy’s Refresh Continues with New,
Interactive Website,” QSR
Magazine, May 24, 2013,
www.qsrmagazine.com/news/wendys-refresh-continues-new-interactive-website.
(3)
Lee Odden, “Landing Page Optimization Deep
Dive: Interview with Tim Ash,” TopRank Online Marketing Blog, April
2010,
www.toprankblog.com/2010/04/landing-page-optimization-deep-dive-interview-with-tim-ash/.
الفصل التاسع: البريد الإلكتروني: الجمهور الأساسي
(1)
Fred Wilson, “Social Media’s Secret Weapon,” AVC, May 14, 2011,
www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html.
(2)
See www.AVC.com.
(3)
“The Man Who Made You Put Away Your Pen,” NPR, November 15, 2009,
http://www.npr.org/templates/story/story.php?storyId=120364591.
(4)
Andrew Webster, “Internet Society Inducts Al Gore,
Craig Newark [sic], and 31 Others into New Internet Hall of
Fame,” The Verge, April 23,
2013,
www.theverge.com/2012/4/23/2969378/internet-society-hall-of-fame;
“Internet Hall of Fame Innovator: Raymond Tomlinson,” Internet
Hall of Fame, www.internethalloffame.org/inductees/raymond-tomlinson.
(5)
Cecil Adams, “Was Chuck Barris a Hit Man for the
CIA?,” The Straight Dope,
February 7, 2003, www.straightdope.com/columns/read/2437/was-chuck-barris-a-hit-man-for-the-cia.
(6)
Kate Stoodley, “Father of Spam Speaks Out on His
Legacy,” eSecurity Planet,
November 19, 2004, http://www.esecurityplanet.com/trends/article.php/3438651/Father-of-Spam-Speaks-Out-on-His-Legacy.htm.
(7)
David Streitfield, “Opening Pandora’s In-Box,”
Los Angeles Times, May
11, 2003,
www.latimes.com/technology/la-fi-spam11may11001420,
1,5168218,full.story.
(8)
Dave Crocker, “Email History,” The Living Internet.com, accessed
August 6, 2013,
www.livinginternet.com/e/ei.htm.
(9)
“Marketing Strategy Outlook Survey,”
Ascend2, February 2012, http://ascend2.com/home/reports/.
(10)
Mark Brownlow, National Client Email Report, Direct
Marketing Association, 2012,
http://alchemyworx.cachefly.net/2012/alchemy_worx/aw_p5424_nl_dma/html/National_Client_Email_Report_2012.pdf,
13.
(11)
Marcus Wohlsen, “Email Is Crushing Twitter,
Facebook for Selling Stuff Online,” Wired, July 1, 2013,
www.wired.com/business/2013/07/email-crushing-twitter-facebook/.
(12)
Eckerle, Courtney, “Email Marketing:
Reactivation Campaign for Performing Arts Center Sees
738% ROI,” MarketingSherpa, July 9, 2013,
www.marketingsherpa.com/article/case-study/reacitivation-campaign-email-marketing-roi.
(13)
“eBags Boosts Fall Sales with New
ExactTarget-Powered Cross-Channel Marketing on Facebook,
Email and Mobile,” Business
Wire, November 7, 2012,
www.businesswire.com/news/home/20121107006069/en/eBags-Boosts-Fall-Sales-ExactTarget-Powered-Cross-Channel-Marketing.
(14)
“Thomas Cook Client Success,” ExactTarget, accessed
August 6, 2013,
http://pages.exacttarget.com/EN-ThomasCookClientSuccess.
الفصل العاشر: فيسبوك: قناة الاتصال ذات الطابع الشخصي
(1)
“Letter from Mark Zuckerberg,” Facebook, Inc. Form S-1
Registration Statement, February 1, 2012,
www.sec.gov/Archives/edgar/data/1326801/000119312512034517/d287954ds1.htm#toc287954_10.
(2)
“Facebook Find Reunites Mother and Son after 12 Years,”
FoxNews.com, September 12, 2011,
www.foxnews.com/tech/2011/09/12/motherand-son-reunited-after-12-years-on-facebook/; “Facebook Reunites
50-Year-Old Long Lost Love,” KABC,
July 31, 2010,
http://abclocal.go.com/kabc/story?section=news/bizarre&id=7585869;
Dixie Louviere, “How Facebook Helps Me Reunite People with Their Pets
after Natural Disasters,” Huff Post Good
News, May 25, 2013, www.huffingtonpost.com/dixie-louviere/how-facebook-helps-me-reu_b_3333778.html.
(3)
Ashwini Nadkarni and Stefan Hofmann, “Why Do People Use
Facebook?,” Personality and Individual
Differences 52, no. 3 (2012): 243–9,
www.ncbi.nlm.nih.gov/pmc/articles/PMC3335399/.
(4)
Shea Bennett, “The Top 15 Social Networks Worldwide,”
AllTwitter, May 14, 2013,
www.mediabistro.com/alltwitter/top-social-networks-worldwide_b42350.
(5)
ExactTarget, “SUBSCRIBERS, FANS & FOLLOWERS REPORT
#16,” 6.
(6)
Chris Crum, “Oscars: The
Social Network Wins 3 Academy Awards,” WebProNews, February 28, 2011,
www.webpronews.com/oscars-the-social-network-wins-3-academy-awards-2011–02.
الفصل الحادي عشر: تويتر: قناة الاتصال في الوقت الفعلي
(1)
Mike Isaac, “Under CEO Dick Costolo, Twitter Is Growing
Up,” Wired, January 30, 2012,
www.wired.com/business/2012/01/twitter-costolo-allthingsd/.
(2)
Jay Baer, “Are Consumer Expectations for Social Media
Customer Service Realistic,” The Social
Habit, October 2012, http://socialhabit.com/uncategorized/customer-service-expectations/.
(3)
Teisha Seabrook, “The World’s Fastest Responding Brands
on Twitter,” SocialBakers,www.socialbakers.com/blog/1748-the-world-s-fastest-respondingbrands-on-twitter.
(4)
“Capture User Interest with the Lead Generation
Card,” Twitter Advertising, May 22, 2013,
https://blog.twitter.com/2013/captureuser-interest-lead-generation-card.
الفصل الثاني عشر: المدوَّنات: مواقع إلكترونية باسم آخر
(1)
Andrew Sullivan, “Why I Blog,” The Atlantic, November 1, 2008,
www.theatlantic.com/magazine/archive/2008/11/why-i-blog/307060/2/.
(2)
Farhad Manjoo, “Flash: Blogging Goes Corporate,” Wired, May 9, 2002,
www.wired.com/culture/lifestyle/news/2002/05/52380.
(3)
See Tumblr’s “About” page, www.tumblr.com/about.
Charlie Rose, “Charlie Rose Talks to Tumblr’s David Karp,”
Bloomberg Businessweek,
May 30, 2013,
www.businessweek.com/articles/2013-05-30/charlie-rose-talks-to-tumblrs-david-karp.
(4)
Tristan Louis, “Is Tumblr The Next Geocities?,”
Forbes, May 18, 2013,
www.forbes.com/sites/tristanlouis/2013/05/18/is-tumblr-the-new-geocities/.
الفصل الثالث عشر: تطبيقات الأجهزة المحمولة: الجماهير المتنقلة
(1)
Bruce Horovitz, “Starbucks CEO Schultz on Digital
Innovation,” USA Today, April 25,
2013, www.usatoday.com/story/money/business/2013/04/24/starbucks-howard-schultz-innovators/2047655/.
(2)
Jason Ankeny, “Starbucks: Mobile Payments Now 10%
of All U.S. Transactions,” FierceMobileContent, June 19, 2013,
www.fiercemobilecontent.com/story/starbucks-mobile-payments-now-10-all-us-transactions/2013–06–19.
(3)
Allison Stadd, “79% of People 18–44 Have
Their Smartphones with Them 22 Hours a Day,” AllTwitter, April 2, 2013,
www.mediabistro.com/alltwitter/smartphones_b39001.
(4)
Luke Wroblewski, “Why Mobile Matters,”
LukeW.com, February
21, 2012,
www.lukew.com/ff/entry.asp?1506.
الفصل الرابع عشر: لينكد إن: الجمهور المهني
(1)
Jennifer Van Grove, “LinkedIn’s Next Target: Yammer,
Salesforce Chatter?,” CNET,
February 25, 2013, http://news.cnet.com/8301-1023_3-57571235-93/linkedins-next-target-yammer-salesforce-chatter/.
(2)
Itamar Orgad, “New Ways to Get Insights from LinkedIn
Influencers,” LinkedIn Blog,
January 29, 2013, http://blog.linkedin.com/2013/01/29/new-ways-to-get-insights-from-linkedin-influencers/.
(3)
Chris Seper, “Why I Cheer When My Employees Leave,”
LinkedIn, January 25, 2013,
www.linkedin.com/today/post/article/20130125105449-107961-why-i-cheer-when-my-employees-leave?trk=mp-readercard.
(4)
Nick Besbeas, “What HP’s 1 Million LinkedIn Followers
Means for Marketers,” LinkedIn
Blog, February 28, 2013, http://blog.linkedin.com/2013/02/28/what-hps-1-million-linkedin-followers-means-formarketers-infographic/.
(5)
See the Philips Innovations in Health LinkedIn
discussion,
www.linkedin.com/groups/Innovations-In-Health-2308956?gid=2308956&trk=hb_side_g.
(6)
See the Connect: Professional Women’s Network,
www.linkedin.com/groups/Connect-Professional-Womens-Network-Powered-4409416?trk=corpblog_0113.
(7)
Leena Rao, “LinkedIn Acquires Professional
Content Sharing Platform SlideShare for $119M,”
TechCrunch, May 3, 2012, http://techcrunch.com/2012/05/03/linkedin-acquires-professional-content-sharingplatform-slideshare-for-119m/.
(8)
“Why You Should Use SlideShare?,” SlideShare,
accessed August 6, 2013,
http://www.slideshare.net/about.
(9)
“Most Popular (All Time),” SlideShare,
http://www.slideshare.net/popular/all-time.
(10)
Mark Walsh, “LinkedIn Launches SlideShare Ads,”
Online Media Daily
(blog), MediaPost, March
12, 2013, www.mediapost.com/publications/article/195571/#axzz2XFK5fv000.
الفصل الخامس عشر: يوتيوب: نجم مقاطع الفيديو على الإنترنت
(1)
Jake Coyle, “YouTube Says the Battle with TV Is Already
Over,” The Seattle Times, May 2,
2013, http://seattletimes.com/html/entertainment/2020906479_apusyoutubebrandcast.html.
(2)
Greg Sterling, “Report: YouTube Generated $350M in
Mobile Revenue in Past Six Months,” MarketingLand, June 6, 2013,
http://marketingland.com/report-youtube-now-generating-350m-in-mobile-revenue-forgoogle-47165.
(3)
“The Orabrush Story: How a Utah Man Used YouTube to
Build a Multi-million Dollar Business,” Google Official Blog, November 15, 2011,
http://googleblog.blogspot.com/2011/11/orabrush-story-howutah-man-used.html.
(4)
Grady Smith, “The New Face of YouTube,”
Entertainment Weekly,
March 1, 2013,
www.ew.com/ew/article/0,,20679715,00.html.
(5)
“Evolution of Dance,” YouTube video, 6:01,
posted by Judson Laipply, April 6, 2006,
www.youtube.com/watch?feature=player_embedded&v=dMH0bHeiRNg.
الفصل السادس عشر: جوجل بلَس: المغمور العظيم
(1)
Tom Waits, “What’s He Building?,” Mule Variations, Anti-,
2009.
(2)
Danny Sullivan, “Google: ‘Game Changing’ Features
Will Boost Google+ Adoption,” MarketingLand, May 17, 2013,
http://marketingland.com/google-game-changing-features-will-boost-google-adoption-44377.
(3)
Ibid.
(4)
Greg Finn, “Google Rewards App Developers Using
Google+ Sign-In With Better Visibility on Google Search,”
Search Engine Land,
April 30, 2013,
http://searchengineland.com/google-sign-in-now-pushing-appactivities-directly-into-search-results-157755.
(5)
Matt McGee, “Google+ Adds Content
Recommendations for Mobile Websites,” MarketingLand, May 13, 2013,
http://marketing
land.com/google-adds-content-recommendations-for-mobile-websites-43556.
(6)
Jay Baer, “Social Media Lessons from the Open
Source Movement,” Social Pros Podcast, Convince & Convert,
January 30, 2013, www.convinceandconvert.com/social-pros-podcast/social-media-lessons-from-the-open-source-movement/.
(7)
Beth Hayden, “12 Ways to Connect, Create, and
Collaborate Using Google Hangouts,” Copyblogger, March 13, 2013,
www.copyblogger.com/google-hangout-content/.
(8)
Rand Fishkin, “Is Google+ Approaching Twitter’s
Marketing Value?,” Moz.com,
April 6, 2013,
http://moz.com/rand/is-google-approaching-twittersmarketing-value/.
الفصل السابع عشر: بينترست: مجموعة من المتابعين الفاتنين
(1)
Tom Simonite, “Q+A Ben Silbermann,” MIT Technology Review, February 19,
2013, www.technologyreview.com/qa/511096/pinterestsfounder-algorithms-dont-know-what-you-want/.
(2)
Chris Crum, “Here Are Some Clear Business Uses for
Pinterest,” WebProNews, December 6,
2012, www.webpronews.com/here-are-someclear-business-uses-for-pinterest-2012–12.
(3)
Cameron Scott, “Pinterest Drives More Traffic to Niche
Retailers Than to Major Sites,” SocialTimes, December 21, 2012,
http://socialtimes.com/pinterest-drives-more-traffic-to-niche-retailers-than-to-majorsites_b114245.
(4)
Justin Smith, “Facebook vs. Pinterest: You’re Investing,
But What Are Your Goals?,” The Bloomreach
Blog, April 25, 2013,
http://bloomreach.com/2013/04/facebook-vs-pinterest-youre-investingbut-what-are-your-goals/.
(5)
Daniel P. Maloney, “Pinterest Followers and Engagement: NOT
The Same,” Business2Community,
January 16, 2013, www.business2community.com/pinterest/pinterest-followers-and-engagementare-not-the-same-0378642.
الفصل الثامن عشر: الرسائل النصية القصيرة: الوصول الأكيد
(1)
McKay Allen, “How IHOP Generates Sales: SMS Marketing
Case Study,” Bsuiness2Community,
March 26, 2013, www.business2community.com/marketing/how-ihop-generates-sales-sms-marketingcase-study-0445725.
(2)
Ibid.
(3)
Chantal Tode, “P.F. Chang-owned Pei Wei Adds
5,000 Consumers to email database via Mobile,” Mobile Commerce Daily, November
1, 2011,
www.mobilecommercedaily.com/pei-wei-adds-over-6000-namesto-email-subscriber-list-via-mobile.
(4)
David Kirkpatrick, “Mobile Marketing: How
Redbox Drove 1.5 Million Texts and Added 200,000 Mobile
Participants in 10 Days,” MarketingSherpa, October 6, 2011,
www.marketingsherpa.com/article/case-study/how-redbox-drove-15-million.
(5)
Allegra Tepper, “The Power of Text Message Marketing,”
Mashable, July 13, 2012,
http://mashable.com/2012/07/13/text-message-marketing-infographic/.
(6)
David Meyer, “Chat Apps Have Overtaken SMS by
Message Volume, but How Big a Disaster Is That for Carriers?,”
GigaOM, April 29, 2013,
http://gigaom.com/2013/04/29/chat-apps-have-overtaken-sms-bymessage-volume/.
الفصل التاسع عشر: إنستجرام: الصور المتحركة
(1)
Anthony Wing Kosner, “Instagram Simplifies Making Video
Pictures While Lightt Aims at Ongoing Movie of Life,” Forbes, June 21, 2013, www.forbes.com/sites/anthonykosner/2013/06/21/instagram-simplifiesmaking-video-pictures-while-lightt-aims-at-the-ongoing-movie-oflife/.
(2)
For current brand popularity on Instagram, see Nitrogram
50, “Most Popular Brands on Instagram,”
http://50.nitrogr.am/sort-photos.
(3)
Jay Baer, “Social Pros 6—Instagram Lessons from a
Giant B2B Company,” Social Pros Podcast,
Convince & Convert.com, 2012,
www.convinceandconvert.com/social-pros-podcast/social-pros-6-instagram-lessons-from-a-giant-b2b-company/.
(4)
Lauren Johnson, “Taco Bell Builds on Doritos Locos
Taco Promotion with Instagram,” Mobile
Marketer, October 10, 2012, www.mobile
marketer.com/cms/news/content/13959.html.
(5)
Michael Sippey, “Vine: A New Way to Share Video,”
Twitter Blog, January 24,
2013,
https://blog.twitter.com/2013/vine-new-way-share-video.
الفصل العشرون: المدونات الصوتية: الإنصات جيدًا
(1)
Don Steinberg, “The King of Podcast Comedy Expands His
Rule,” The Wall Street Journal,
April 18, 2013, http://online.wsj.com/article/SB10001424127887324030704578426732432948580.html.
(2)
Peter Hartlaub, “Marc Maron Talks of TV, ‘WTF,’ New Book,”
San Francisco Chronicle, June 5,
2013, www.sfchronicle.com/tv/article/Marc-Maron-talks-of-TV-WTF-new-book-4576225.php.
(3)
See the Social Pros Podcast,
www.convinceandconvert.com/social-pros-podcast/.
(4)
Laura Santhanam, Amy Mitchell, and Kenny Olmstead,
“Audio: Digital Drives Listener Experience,” The State of the News Media 2013: An Annual
Report on American Journalism, Pew Research
Center, http://stateofthemedia.org/2013/audio-digital-drives-listener-experience/.
(5)
See Podcast Alley,
www.podcastalley.com/index.php.
الفصل الحادي والعشرون: المزيد من قنوات التواصل الأخرى
(1)
Steven Millward, “These Two Graphs Show Painful
Drops for Google and Baidu in China Search Engine Market,”
Tech In Asia, July 4,
2013, www.techinasia.com/china-baidu-qihoo-google-search-market-share-war/.
(2)
Ryan Tate, “Bebo’s $849M Implosion Teaches a
Brutal Lesson in Social Networking,” Wired, July 2, 2013,
www.wired.com/business/2013/07/bebo-lesson/.
(3)
Ricardo Bilton, “After a $41M Loan,
Foursquare Still Needs to Prove It’s an Actual Business,”
VentureBeat, April 11,
2013, http://venture
beat.com/2013/04/11/foursquares-quest-for-legitimacy/.
(4)
Prasant Naidu, “South Korea’s Messaging App Kakao
Talk Has Passed 100 Million Registered Users,” Yahoo!, July 3, 2013,
http://smallbusiness.yahoo.com/advisor/south-korea-messaging-app-kakao-talkpassed-100–154014274.html.
(5)
Lauren Indvik, “Medium’s Plan to Serve the Next
Generation of Bloggers,” May 28, 2013,
http://mashable.com/2013/05/28/medium-ev-williams/.
(6)
David Taintor, “Myspace Relaunches with $20
Million Ad Campaign,” AdWeek,
June 12, 2013,
www.adweek.com/news/technology/myspace-relaunches-20-million-ad-campaign-150217.
(7)
Jennifer Van Grove, “Path Said to Be Seeking
Valuation of $1 Billion,” CNET, June 14, 2013, https://www.cnet.com/news/path-said-to-be-seeking-valuation-of-1-billion/.
(8)
CIW Team Staff, “Tencent Active IM Users Close to
800 Million, Social Network Qzone over 600 Million in 2012,”
China Internet Watch,
March 21, 2013,
www.chinainternetwatch.com/2054/tencent-active-im-users-close-to-800-million-social-network-qzone-over-600-million-in-2012/.
(9)
Stephanie Mlot, “Pew: 6 Percent of American Adults
Use Reddit,” PCMag, July 3,
2013,
www.pcmag.com/article2/0,2817,2421391,00.asp.
(10)
Trefis Team, “Renren Rides China’s Social
Networking and Gaming to $3.20,” Great Speculations (blog), Forbes, May 3, 2013,
www.forbes.com/sites/greatspeculations/2013/05/03/renren-rides-chinas-socialnetworking-and-gaming-to-3-20/.
(11)
“Which Social Networks Are Growing Fastest
Worldwide?,” eMarketer, May
13, 2013,
www.emarketer.com/Article/Which-Social-Networks-Growing-Fastest-Worldwide/1009884; Josh Ong,
“China’s Sina Weibo Grew 73% in 2012, Passing 500 Million
Registered Accounts,” The Next
Web, February 21, 2013,http://thenextweb.com/asia/2013/02/21/chinas-sina-weibo-grew-73-in-2012-passing-500-million-registeredaccounts/.
(12)
Tom Balmforth, “Russia’s Top Social Network under
Fire,” Radio Free Europe/Radio
Liberty, May 28, 2013,
www.rferl.org/content/russiavkontakte-under-fire/24999478.html.
(13)
Eric Larson, “Five Reasons to Choose Vimeo Instead
of YouTube,” May 30, 2013,
http://mashable.com/2013/05/30/vimeo-over-youtube/.
(14)
Jon Russell, “It’s Time to Stop Comparing Instagram
and Vine using Twitter,” The Next
Web, June 29, 2013,
http://thenextweb.com/insider/2013/06/29/its-time-to-stop-comparing-instagram-and-vine-using-twitter/.
الجزء الثالث: خارطة طريق تنمية الجماهير الخاصة
الفصل الثاني والعشرون: التخطيط الاستراتيجي وتنظيم الجهود
(1)
See “ABC Introduces New Name—Alliance
for Audited Media—to Reflect Leadership in New
World of Media,” Alliance for Audited Media,
November, 15, 2012,
www.auditedmedia.com/news/newsreleases/2012/abc-introduces-new-name-%E2%80%93-alliancefor-audited-media.aspx; Ben Robins, “Summary
of Arbitron’s Total Audience Measurement,” NPR
Digital Services, January 23, 2012, http://digitalservices.npr.org/post/summary-arbitrons-total-audience-measurement;
“Nielsen and Twitter Establish Social TV Rating,”
Nielsen, December 17, 2012,
www.nielsen.com/us/en/press-room/2012/nielsenand-twitter-establish-social-tv-rating.html.
(2)
Adam Sutton, “Email Marketing: 900% More
Revenue-per-Email from Restaurant.com’s Automated
Strategy,” MarketingSherpa, November 27, 2012,
www.marketingsherpa.com/article/case-study/automated-emailstrategy-ecommerce#.
(3)
Jack Neff, “P&G to Slash $10
Billion in Costs over Five Years,” AdAge, February 23, 2012,
http://adage.com/article/cmo-strategy/p-g-slash-10-billion-costs-years/232914/.
(4)
Scott Cendrowski, “Nike’s New Marketing
Mojo,” Fortune,
February 13, 2012,
http://management.fortune.cnn.com/2012/02/13/nike-digital-marketing/.
(5)
Stefany Moore, “How $200,000 in
Facebook Ads Becomes $10 million in E-commerce
Sales,” Internet
Retailer, March 6, 2013,
www.internetretailer.com/2013/03/06/how-200000-facebook-ads-becomes-10-million-sales.
(6)
Angela Watercutter, “How Oreo Won the
Marketing Super Bowl With a Timely Blackout Ad on
Twitter, Underwire
(blog), Wired,
February 4, 2013,
www.wired.com/underwire/2013/02/oreo-twitter-super-bowl/.
(7)
Gregory Karp, “United’s Social Media Efforts Getting off the Ground,” Chicago Tribune, June 9, 2013,
http://articles.chicagotribune.com/2013-06-09/business/ct-biz-0609-united-social-media-20130609_1_social-media-instagram-google-plus/2.
(8)
Heather Clancy, “Why Bonobos lets its
customer service ‘ninjas’ improvise solutions to
complaints,” SmartPlanet, August 2, 2012, www.smartplanet.com/blog/business-brains/why-bonobos-lets-its-customer-service-8216ninjas-improvise-solutions-to-complaints/25549.
(9)
Kristin Bent, “Cisco to Partners: Use
Social Media—You Can Bet Your Competitors Are,”
CRN, April 17,
2013, www.crn.com/news/networking/240153030/cisco-to-partners-use-social-media-you-can-bet-your-competitors-are.htm.
(10)
Marcus Wohlsen, “Email Is Crushing Twitter,
Facebook for Selling Stuff Online,” Wired, July 1, 2013,
www.wired.com/business/2013/07/email-crushing-twitter-facebook/.
الفصل الثالث والعشرون: بناء الجماهير وإشراكها
(1)
Chuck Palahniuk, Invisible
Monsters, (New York: W.W. Norton, 1999),
50.
(2)
ExactTarget, “SUBSCRIBERS, FANS &
FOLLOWERS REPORT #16,” p. 16.
(3)
Michael Olson, “Social Login Trends Across the Web for
Q1 2013,” Janrain, April 8, 2013,
http://janrain.com/blog/social-login-trends-across-the-web-for-q1–2013/.
(4)
Bill Piwonka, “How to Leverage Social Login to Boost
User Engagement, Website
Magazine, June 1, 2013,
www.websitemagazine.com/content/blogs/issues-pro/pages/how-to-leverage-social-login-to-boostengagement.aspx.
(5)
Ibid.
(6)
Jon Correll, “Opt-In Email Newsletter Popup Best
Practices for 2012,” ConversionVoodoo, January 2012,
www.conversionvoodoo.com/blog/2012/01/opt-in-email-newsletter-popup-best-practices-landing-pageoptimization-shoemoney/.
(7)
Search for “Brooks Brothers” conducted on Sunday, May
27, 2013, via Google. Screen capture is of the first sponsored
result from that search.
(8)
Google Ads, “Search Ads: Ad
Extensions.”
(9)
“eMarketer: Consumers Spending More Time with Mobile as
Growth Slows for Time Online,” eMarketer, October 22, 2012,
www.emarketer.com/newsroom/index.php/consumers-spending-time-mobile-growth-time-online-slows/.
(10)
Brian Stelter, “‘Sharknado’ Tears Up
Twitter, if Not the TV Ratings,” The New York Times, July 12, 2013,
/www.nytimes.com/2013/07/13/arts/television/sharknado-tears-up-twitter-if-not-the-tv-ratings.html?_r=0.
(11)
Al Urbanski, “Avenue Goes Off in a New Mobile
Direction,” Direct Marketing
News, February 12, 2013, www.dmnews.com/avenue-goes-off-in-a-new-mobile-direction/article/280129/.
(12)
“US Ahead of Western Europe in QR Code Usage,”
eMarketer, January
28, 2013,
www.emarketer.com/Article/US-Ahead-of-Western-Europe-QR-Code-Usage/1009631.
(13)
Austin Carr, “Deep inside Taco Bell’s Doritos Locos
Taco,” Fast Company, May 1, 2013,
www.fastcompany.com/3008346/deep-inside-taco-bells-doritos-locos-taco.
(14)
CSD Staff, “Holiday Stationstores and Cub Foods Launch
Rewards,” Convenience Store
Decisions, September 28, 2012, www.csdecisions.com/2012/09/28/holiday-stationstores-and-cub-foods-launchrewards/.
(15)
Ayaz Nanji, “The Impact of Contests on Email Leads,”
Marketing Profs, citing
research from Incentivibe, May
29, 2013, www.marketingprofs.com/charts/2013/10844/the-impact-of-contests-on-email-leadsinfographic.
(16)
Ashley Parker, “Twitter’s Secret Handshake,” The New York Times, June 10, 2011,
www.nytimes.com/2011/06/12/fashion/hashtags-a-new-wayfor-tweets-cultural-studies.html.
(17)
Michael Krebs, “Violent ‘Game of Thrones’
episode is most social in HBO history,” Digital Journal, June 8,
2013, http://digitaljournal.com/article/351818.
(18)
Tim Nudd, “Jell-O Hijacks Twitter’s Profane
#FML Hashtag, Changes It to Mean ‘Fun My Life,’”
AdWeek, May 23,
2013, www.adweek.com/adfreak/jell-o-hijacks-twitters-profane-fml-hashtag-changes-it-meanfun-my-life-149788.
الفصل الرابع والعشرون: كسب رضا الجماهير وولائهم
(1)
Jay Baer, “Is Youtility the Future of Marketing?,”
Integrated Marketing and
Media (blog), Convince
& Convert, 2012,
www.convinceandconvert.com/integrated-marketing-and-media/is-youtility-the-future-of-marketing/ .
(2)
Jay Baer, “The Key to Social Media Success Is
Just 2 Letters,” Convince and
Convert, 2012,
http://www.convinceandconvert.com/integrated-marketing-and-media/the-key-to-social-media-success-is-just-2-letters/.
(3)
Steven Castle, “GE Touts the
iPhone-Connected Hybrid Water Heater,” GreenTech Advocates,
October 25, 2012, http://greentechadvocates.com/2012/10/25/ge-touts-the-iphone-connected-hybrid-water-heater/.
(4)
David Gianatasio, “Solar Panel Inside Nivea
Print Ad Generates Power to Charge Your Cellphone,”
AdWeek, May 30,
2013, www.adweek.com/adfreak/solar-panel-inside-nivea-print-ad-generates-powercharge-your-cell-phone-149882.
(5)
See the Scholastic case study at
www.igodigital.com/resources/case_studies/scholastic.
(6)
“Dunkin’ Donuts to Recognize Employee Who Calmly Dealt
With Customer Freakout,” Huff Post
Business, June 12, 2013, www.huffingtonpost.com/2013/06/12/dunkin-donuts-employee-to-be-honored-_n_3428439.html.
(7)
Wohlsen, Marcus, “Why Amazon Prime Could
Soon Cost You Next to Nothing,” Wired, March 13, 2013,
www.wired.com/business/2013/03/amazon-prime-could-soon-cost-next-to-nothing/.
(8)
See
http://pinterest.com/pin/38210296811402525/;
Jodi Glickman, “The Best Networking Email You’ll Get All
Year,” CNNMoney,
February 1, 2011,
http://management.fortune.cnn.com/2011/02/01/best-networking-email-linkedin/.
(9)
“Grilled-Cheese Victory,” Man v. Food
Nation video, 2:48, Travel Channel,
www.travelchannel.com/video/grilled-cheese-victory-12442.
(10)
“Meat Pack: Hijack,” Ads of the World
video, 1:36, December 2012,
http://adsoftheworld.com/media/ambient/meat_pack_hijack.
(11)
Lani Rosales, “Pepperidge Farm Surprises a
Blogger, Wins a Fan for Life,” AGBeat, February 6, 2013,
http://agbeat.com/social-media/pepperidge-farm-surprises-a-blogger-wins-a-fan-for-life/.
(12)
See White Castle Hall of Fame, accessed
August 6, 2013, www.whitecastle.com/cravers/hall-of-fame.
الفصل الخامس والعشرون: اختبار الجهود وتطويرها
(1)
Charles Dickens, A Tale of Two
Cities, 1859. http://www.gutenberg.org/files/98/98-h/98-h.htm.
(2)
Julian Norridge, Can We Have Our Balls Back, Please? How the British
Invented Sport (and Then Almost Forgot How to Play
It) (London: Penguin, 2008),
157.
(3)
Ibid., 160.
(4)
Ibid., 188.
(5)
“Old Traff ord,” The Stadium Guide, accessed August 6,
2013, www.stadiumguide.com/oldtrafford/.
