Franziska Iseli is a maverick entrepreneur, leading marketing and brand strategist, adventurer, author and the co-founder of Basic Bananas, The Business Hood, Oceanlovers and Moments of Humanity. In 2013 Franziska was awarded the Young Entrepreneur of the Year award recognizing her innovation, creativity and philanthropic involvement. Franziska is a board member at the global Entrepreneurs Organization EO where she is advising on communications, marketing and branding. She also launched an impact initiative called EOcean to inspire entrepreneurs to be more sustainable. Franziska sits on the judging panel for Singularity University and has run think tanks at the United Nations to address the UN sustainable development goals through entrepreneurship.
A true visionary and eternal optimist, no challenge seems to be too big for Franziska. She is known for her rebellious nature and doing things differently. She has this rare combination of being both creative and strategic, which makes her a powerful leader in the business world.

About the author vii

Dedication ix

Preface xi

Part I: The power of social media 1

1 Why social media? 3

2 What is social media? 7

3 The MAVERICK principles 11

Part II: Always start with strategy 15

4 What is marketing? 17

5 Building your marketing machine 23

6 Creating your brand strategy 37

7 Social media content strategy 57

8 Your social media plan 67

Part III: Social media channels 73

9 Facebook 75

10 Instagram 107

11 LinkedIn 131

12 Twitter 155

13 Pinterest 173

14 YouTube 191

The beginning 213

Index 215

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