Description
Social media marketing: an hour a day (paperback) (2nd Ed.)
An Hour a Day
Author: Evans Dave
Prefaced by: Bratton Susan
Language: EnglishSubject for Social media marketing: an hour a day (paperback):
Keywords
Social media marketing, developing a social media marketing plan, implementing a social media marketing plan, measuring marketing campaign effectiveness, preparing a media marketing strategy, media marketing effectiveness, traditional media measurements, content sharing sites, social networking, consumer generated media, media marketing tools, new ways to advertise, acquiring potential customers, YouTube, LinkedIn, Facebook, Social advertising, Social media networking, Social networking, social
460 p. · 18.4x23 cm · Paperback
Description
/li>Contents
/li>Biography
/li>
Create an Integrated, Successful Social Media Strategy
A Step-by-Step Guide
Using the proven An Hour a Day methodology, the exciting new edition of this industry bestseller helps marketers build winning social media programs with the latest platforms, tools, and technologies. You"ll find solid advice and practical tips, learn the latest tactics for Facebook and Twitter, get up to speed on mobile marketing, find great techniques for adding location-based services to your current social media efforts, get current with the latest listening and analytics platforms, and much more.
This practical guide demystifies the process, dispels the myths, and empowers you to develop and implement an effective, day-by-day plan for social media marketing success.
Learn with specific, hands-on exercises
Effectively pitch a successful social media campaign inside your company
Get to the sweet spot of social media marketing*the consideration phase
Master crucial techniques for Twitter®, Facebook®, and Google+
Plunge into mobile social with location-based services like Foursquare®
Use the newest measurement tools to quantitatively show your success
You"ll also find:
Best practices for launching your social media program
Great ideas for collaborative technologies to accelerate your business
Real-world case studies that illustrate successes to learn from and mistakes to avoid
Praise for Social Media Marketing: An Hour a Day, Second Edition
"If you"re looking for the definitive guide on social media, look no more. You are holding it in your hands."*Kip Knight, President, KnightVision Marketing, and former vice president of marketing, eBay
"This is an important book not just for marketers but for all business leaders. It"s a must-read for current and future business leaders of all types!"*Gautam Ghosh, Platform Evangelist and India Marketing Head, BraveNewTalent
"The thing I appreciate most about Dave"s book is that it is not only prescriptive but also built to fit into the busy schedule of any marketer (or executive). A must-read for anyone interested in putting social media marketing into practice." *Aaron Strout, Head of Location-Based Marketing, WCG
"This practical guidebook integrates social strategy with the tools and metrics. I have used it with clients and business students with great results."*Ira Kaufman, PhD, Assistant Professor, Lynchhburg College, and President, Entwine Digital
Introduction xxi
Part I The Foundation of Social Media 1
Chapter 1 Backlash 3
The Early Social Networks 4
The Pushback Begins 6
A Big Boost from an Unlikely Source 6
Why Does This Matter? 7
The Backlash: Measured and Formalized 11
The Main Points 14
Chapter 2 The Marketer’s Dilemma 15
The Roots of Avoidance 16
Early Online Word of Mouth 19
The Social Web Blooms 26
Nielsen Adds Social Metrics 28
The Main Points 30
Chapter 3 What Is Social Media? 31
Social Media Defined 32
Is Social Media Accurate? 34
Social Media and Marketing 37
Social Media as a Guidepost 39
Social Media’s Impact on the Purchase Funnel 41
The Social Feedback Cycle 42
The Elements of Social Media 45
The Main Points 48
Part II Month 1: Prepare for Social Marketing 49
Chapter 4 Week 1: Web 2.0, The Social Web 51
Social Networks: The Power of the Collective 52
Sarnoff's Law 53
Metcalfe's Law 53
Reed's Law 54
Social Media Begins Here 56
Week 1: Engaging with Social Media 57
Monday: Using Blogs and Wikis 58
Tuesday: Multimedia 62
Wednesday: Microblogs and Tagging 66
Thursday: RSS 70
Friday: Social Networks 73
The Main Points 78
Chapter 5 Week 2: The Social Feedback Cycle 79
Social Media in Marketing 80
Consideration and the Purchase Funnel 83
Consumer-Generated Media 87
Create Your Social Feedback Cycle 92
The Social Feedback Cycle 92
Monday: Define Campaign Objectives 93
Tuesday: The Awareness Phase 95
Wednesday: The Point of Sale 96
Thursday: Gathering Insights 98
Friday: Your Social Feedback Cycle 101
The Main Points 103
Chapter 6 Week 3: Touchpoint Analysis 105
Touchpoints and the Social Web 106
Identifying Touchpoints 110
Quantifying Touchpoints 113
Monday: Gather Your Touchpoint Data 114
Tuesday: Organize Your Data 118
Wednesday: Evaluate and Rank Your Data 123
Thursday: Analyze Your Data 127
Friday: Plan Your Next Steps 128
The Main Points 129
Chapter 7 Week 4: Influence and Measurement 131
Influence and the Social Web 132
Quantifying the Conversation 137
Monday and Tuesday: Influence and Metrics 138
Wednesday: Applying Influence: Social Media 143
Thursday and Friday: Metrics—From Influence to ROI 147
The Main Points 154
Part III Month 2: Social Media Channels 155
Chapter 8 Week 1: Build a Social Media Campaign 157
How Is Social Media Different? 158
Quantifying the Social Feedback Cycle 160
Monday: Combining Touchpoints and Feedback 161
Tuesday: Applying Social Media Metrics 162
Wednesday: Social Media Channels 167
Thursday and Friday: Social Media and the Purchase Funnel 174
The Main Points 183
Chapter 9 Week 2: Social Platforms 185
Building Social Networks 186
Monday: Build a Social Network 187
Tuesday: Participate in the Social Web 193
Wednesday: Social Application Platforms 197
Thursday: Understand Customer Communities 203
Friday: Work with Social Platforms 206
The Main Points 211
Chapter 10 Week 3: Social Content—Text, Photos, Audio, and Video 213
Advertising and the Social Web 214
Monday: Explore Corporate Blogs 214
Tuesday: Experience Microblogs 221
Wednesday: Consider Photo and Video Sharing 226
Thursday: Experience Audio and Video Podcasting 233
Friday: Create Your Social Media Marketing Plan 238
The Main Points 240
Chapter 11 Week 4: Social Content—Ratings, Reviews, and Recommendations 241
Marketplace Conversations 242
Building Consensus 244
Monday: Understand Consensus and Marketing 245
Tuesday: Win the Popularity Contest 254
Wednesday: Apply Recommendations 258
Thursday: Get There Faster 260
Friday: Build Your Plan 265
The Main Points 267
Chapter 12 Week 5: Social Interactions 269
Connecting the Dots 270
Managing Social Information 271
Monday: Events and Calendars 275
Tuesday: Mobile and Location-Based Media 280
Wednesday: Status Notices and Activity Streams 283
Thursday: Activity Feeds 285
Friday: Social Information and Marketing 288
The Main Points 291
Part IV Month 3: Complete Your Plan 293
Chapter 13 Week 1: Objectives, Metrics, and ROI 295
The Basis for Social Media Metrics 296
Define Your Objectives and Audience 296
Key Performance Indicators 297
What and Where to Measure 298
Choosing Social Media Metrics 302
Metrics in Motion 303
Content Metrics 303
Relevance Metrics 305
Impact Metrics 306
Real-World Connections 307
Audience 308
Influence 309
Engagement 309
Loyalty 310
Action 311
Planning for Measurement 312
Monday: Your Business Objectives 313
Tuesday: Your Audience 313
Wednesday: Content Metrics 315
Thursday: Relevance Metrics 316
Friday: Impact Metrics 317
The Main Points 318
Chapter 14 Week 2: Present Your Social Media Plan 319
Create Your Plan 320
Monday: Affirm Your Business Objectives 322
Tuesday: Define the Opportunity and Choose Your Methods 325
Wednesday: Select Your Channels 330
Thursday: Select Your Metrics 337
Friday: Write and Present Your Plan 341
The Main Points . 342
Appendix A Worksheets 343
Worksheets Part II 344
Chapters 4–7 344
Chapter 4: Week 1: Web 2.0, The Social Web 344
Chapter 5: Week 2: The Social Feedback Cycle 349
Chapter 6: Week 3: Touchpoint Analysis 353
Chapter 7: Week 4: Influence and Measurement 357
Worksheets Part III 362
Chapters 8–12 362
Chapter 8: Week 1: Build a Social Media Campaign 362
Chapter 9: Week 2: Social Platforms 366
Chapter 10: Week 3: Social Content—Text, Photos, Audio, and Video 369
Chapter 11: Week 4: Social Content—Ratings, Reviews,
and Recommendations 372
Chapter 12: Week 5: Social Interactions 375
Worksheets Part IV 379
Chapters 13 & 14 379
Chapter 13: Week 1: Objectives, Metrics, and ROI 379
Chapter 14: Week 2: Present Your Social Media Plan 382
Appendix B Additional Social Media Resources 387
Industry Experts 388
Industry Blogs and Resources 388
Agencies and Social Media Practitioners 389
Social Networks and Services 389
Metrics Platforms and Listeners 390
Index 391
About the Author
Dave Evans is a VP of social strategy at Social Dynamx, a software firm delivering a scalable social media platform for customer care. Dave has been involved with social media programs for clients including Intel, Dell, Pepsi, the Dallas/Fort Worth and Bangalore International Airports, and others. He serves on the advisory boards for social technology startups including Friend2Friend and Netbase. He is also a ClickZ columnist and frequent keynote presenter, and has served on the advisory board for ad:tech and the Measurement and Metrics Council for the Word of Mouth Marketing Association.
www.sybex.com
www.sybex.com/go/socialmediahour