Social Media Marketing – An Hour a Day 2e
John Wiley & Sons Inc (Verlag)
978-1-118-19449-2 (ISBN)
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Updated with 100 pages of new content, this edition is better than ever In the newest edition of his top-selling book, social media expert Dave Evans bypasses theory to provide you with practical, hands-on advice on developing, implementing, and measuring social media marketing campaigns. In what can be an overwhelming topic, he demystifies the jargon, dispels the myths, and helps you develop an effective, day-by-day plan. Revised and updated with more than 100 pages of new material on all the latest developments, Evans includes new and updated coverage on Facebook, Twitter, and Google+; the latest on listening and analytics platforms; how to incorporate mobile and location-based services like Foursquare and Gowalla into your plan; and more.
* Helps marketers, advertisers, and small business owners quickly develop effective, practical approaches to social media marketing campaigns * Highlights the latest you should know about Facebook, Twitter, and Google+; as well as mobile- and location-based services such as Foursquare and Gowalla * Shows you how to track and measure results and integrate that information into your overall marketing plan * Features case studies, step-by-step instructions, and hands-on tutorials If you've been seeking ways to break down social media marketing into tasks you can handle and campaigns that deliver, this is the book you need.
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
Foreword xix 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
| Verlagsort | New York |
|---|---|
| Sprache | englisch |
| Maße | 188 x 232 mm |
| Gewicht | 740 g |
| Themenwelt | Informatik ► Web / Internet ► Social Web |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-118-19449-7 / 1118194497 |
| ISBN-13 | 978-1-118-19449-2 / 9781118194492 |
| Zustand | Neuware |
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