How to Make Money with Social Media
Financial Times Prentice Hall (Verlag)
978-0-13-210056-4 (ISBN)
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What social media is not, why your first campaign failed, and what to do differently next time
How to think about social media, plan effectively, and set yourself up for success
How to make the most of YouTube, LinkedIn, Facebook, and Twitter and go beyond them
How to measure brand sentiment, target market engagement, and return on investment
How to identify key strategies, major objectives, and competitive issues, and integrate social media into broader marketing campaigns
Jamie Turner is the Chief Content Officer at the 60 Second Marketer, the online magazine for BKV Digital and Direct Response. He is a leading authority on branding, marketing strategy and social media and has helped companies like AT&T, CNN, Motorola, Cartoon Network and The Coca-Cola Company grow their sales and revenue with outside-the-box marketing techniques. He has been profiled in the world’s best-selling marketing textbook and consults with well-known brands around the globe. He is a regular guest on TV and radio on the subject of marketing and social media and is an in-demand keynote speaker for global corporations, events and trade shows. Reshma Shah is an Assistant Professor in the area of Marketing at Goizueta Business School of Emory University. She is also a founder and Partner at Inflexion Point Marketing Group. Dr. Shah’s marketing insights and strategies have helped companies like Ciba Vision, GE, IBM, Turner, The Coca-Cola Company, and UPS among many others improve their marketing ROI. Dr. Shah’s articles have appeared in several academic journals in the areas of marketing alliances and brand extensions. Dr. Shah is also the recipient of the Distinguished Educator Award at Emory University.
Acknowledgments xiii
About the Authors xv
Introduction 2
PART I The Social Media Landscape 7
Chapter 1 What Social Media Isn’t 8
Chapter 2 The Evolution of Marketing 18
Chapter 3 How to Think About Social Media 30
Chapter 4 The Language of Social Media 42
PART II How to Set Yourself Up for Social Media Success 53
Chapter 5 Laying the Groundwork for Success 54
Chapter 6 Why Your First Social Media Campaign Didn’t Work 64
Chapter 7 Managing the Conversation 72
Chapter 8 Creating Circular Momentum 82
PART III Social Media Platforms 93
Chapter 9 Social Media Is More Than Just YouTube, LinkedIn, Facebook, and Twitter 94
Chapter 10 How to Use Networking Platforms to Help You Grow Your Sales and Revenue 104
Chapter 11 How to Use Promoting Platforms to Help You Grow Your Sales and Revenue 114
Chapter 12 How to Use Sharing Platforms to Help You Grow Your Sales and Revenue 124
Chapter 13 Mobile Media, Augmented Reality, and Widgets, Oh My! 134
PART IV Social Media Integration 145
Chapter 14 How to Integrate Social Media into Your Marketing Plan 146
Chapter 15 How to Conduct a Competitive Assessment 156
Chapter 16 Conducting an Internal Situation Analysis 164
Chapter 17 Understanding the Customer Thought Processes 174
Chapter 18 Establishing Your Major Objectives and Key Strategies 186
Chapter 19 Aligning your Social Media Strategy with Your Brand Essence 198
PART V How to Measure Social Media 207
Chapter 20 How to Measure a Social Media Campaign 208
Chapter 21 Step 1: Measuring the Quantitative Data 218
Chapter 22 Step 2: Measuring the Qualitative Data 230
Chapter 23 Step 3: Measuring the Only Really Important Thing–Your Return on Investment 242
PART VI Conclusion 255
Chapter 24 Social Media Guidelines for Corporations 256
Chapter 25 59 Things You Need to Do on Your Way to a Successful Social Media Campaign 266
Index 276
| Erscheint lt. Verlag | 21.10.2010 |
|---|---|
| Verlagsort | Upper Saddle River |
| Sprache | englisch |
| Maße | 235 x 162 mm |
| Gewicht | 542 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-210056-8 / 0132100568 |
| ISBN-13 | 978-0-13-210056-4 / 9780132100564 |
| Zustand | Neuware |
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