Social media is not about “a dialogue with the customer.” Customers don’t really want to speak with marketers. They want to speak with their friends and loved ones.

Quality Time is about the most precious human asset: The time we spend with friends and loved ones. Brands have various important social roles during this quality time, both offline via logos and online via social media. Using the latest sociological research and detailed case studies, Quality Time shows how brands can quadruple their return on investment in marketing, public relations, and customer services by choosing the right role. The book offers leaders in these disciplines practical guidelines to manage the role of their brands and develop a profitable marketing and content management strategy. Quality Time also presents an interactive ROI model, tried and tested by more than 500 companies worldwide, to maximize the marketing value derived from social marketing.

Forward

Introduction

Part 1  Consumers

Chapter 1  Quality Time Rules
Chapter 2  The Good Old Times
Chapter 3  Quality Time Online

Part 2  Brands

Chapter 4   Branding with Quality Time
Chapter 5   Links Advertise
Chapter 6  Bonds Sell
Chapter 7  Create Value in Quality Time

Part 3  Money

Chapter 8   The ROI of Social Media
Chapter 9   The New Marketing Funnel
Chapter 10  Quality Time Transforms

Index

Perhaps it’s time that we learned the value of quality time in our personal life again in order to deliver quality time to our customers. Jaap helps us find and deliver the value often missing in customer engagement and relationships.

Brian Solis
Author of Engage! The End of Business as Usual and What’s the Future of Business

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Jaap offers a passionate, clear, and dearly needed explanation of how and why organizations can truly benefit commercially from social media.

Sebastiaan Vaessen
Principal
Bain & Company

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Brands are taking a new role in the lives of people, and people like that. That’s what Quality Time is about, and Jaap Favier has researched it to perfection. Smart marketers will read this book.

Rene Repko
Chief Marketing Officer
Rituals

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Quality Time is one of the exceptional books that really inspired me. Jaap Favier understands the role of brands in social media and offers an amazing model to calculate the value of social media in campaigns.

Ralf Hesen
Strategy Director
Tribal DDB