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Social Media Marketing

Cover of Social Media Marketing

Social Media Marketing

An Hour a Day
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If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and...
If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and...
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Description-
  • If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results. Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute a social media marketing campaign in just one hour a day. In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube.

About the Author-
  • Dave Evans is an expert in social media marketing whose passion is tapping the power of the Social Web and applying it to business. Beginning in 1994, when he founded marketing consultancy Digital Voodoo, and continuing through his career in advertising, Dave has developed interactive communication programs for Microsoft, Hewlett-Packard, Southwest Airlines, AARP, the U.S. Air Force, AT&T, Wal-Mart, Dial, the PGA Tour, Chili's, Meredith Publishing, and many more. Dave is a ClickZ columnist and a frequent conference speaker, and has served on the advisory board for ad:tech as well as the Measurement and Metrics Council for the Word of Mouth Marketing Association.
Table of Contents-
  • Foreword.

    Introduction.

    Part I The Foundation of Social Media.

    Chapter 1 Backlash.

    The Early Social Networks.

    The Pushback Begins.

    A Big Boost from an Unlikely Source.

    Why Does This Matter?

    The Backlash: Measured and Formalized.

    Which Brings Us to Trust.

    Chapter 1: The Main Points.

    Chapter 2 The Marketer's Dilemma.

    The Roots of Avoidance.

    Early Online Word-of-Mouth.

    The Social Web Blooms.

    Nielsen Shows the Way.

    Chapter 2: The Main Points.

    Chapter 3 What Is Social Media?

    Social Media Defined.

    Is Social Media Accurate?

    Social Media and Marketing.

    Social Media as a Guidepost.

    Social Media's Impact on the Purchase Funnel.

    The Social Feedback Cycle.

    The Elements of Social Media.

    Chapter 3: The Main Points.

    Part II Month 1: Prepare for Social Marketing.

    Chapter 4 Week 1: Web 2.0: The Social Web.

    Social Networks: The Power of the Collective.

    Sarnoff's Law.

    Metcalfe's Law.

    Reed's Law.

    Social Media Begins Here.

    Week 1: Engaging with Social Media.

    Monday: The Written Word.

    Using Blogs and Wikis.

    Finding Social Content.

    Tuesday: The Web Comes Alive with Multimedia.

    Tuesday's One-Hour Exercise.

    Wednesday: Microblogs and Tagging.

    Thursday: RSS.

    Friday: Social Networks.

    Friday's One-Hour Exercise.

    Chapter 4: The Main Points.

    Chapter 5 Week 2: The Social Feedback Cycle.

    Social Media in Marketing.

    Consideration and the Purchase Funnel.

    Consumer-Generated Media.

    Create Your Social Feedback Cycle.

    The Social Feedback Cycle.

    The Awareness Phase.

    The Point-of-Sale.

    Let the Games Begin.

    Your Social Feedback Cycle.

    Chapter 5: The Main Points.

    Chapter 6 Week 3: Touchpoint Analysis.

    Touchpoints and the Social Web.

    Identifying Touchpoints.

    Quantifying Touchpoints.

    Gather Your Touchpoint Data.

    Organize Your Data.

    Evaluate and Rank Your Data.

    Analyze Your Data.

    Plan Your Next Steps.

    Chapter 6: The Main Points.

    Chapter 7 Week 4: Influence and Measurement.

    Influence and the Social Web.

    Quantifying the Conversation.

    Influence and Metrics.

    Applying Influence: Social Media.

    Metrics: From Influence to ROI.

    Chapter 7: The Main Points.

    Part III Month 2: Social Media Channels.

    Chapter 8 Week 1: Build a Social Media Campaign.

    How Is Social Media Different?

    Quantifying the Social Feedback Cycle.

    Combining Touchpoints and Feedback.

    Applying Social Media Metrics.

    Social Media Channels.

    Making Sense of the Channels.

    Social Media and the Purchase Funnel.

    The Point of Sale and Beyond.

    Refining Your Plan.

    Putting Your Framework Together.

    Chapter 8: The Main Points.

    Chapter 9 Week 2: Social Platforms.

    Social Networks.

    Personal Social Networks.

    Business Social Networks.

    Participation Is Everything.

    White-Label Platforms.

    Support Forums, Message Boards, and Communities.

    Customer Communities.

    Working with Social Platforms.

    Chapter 9: The Main Points.

    Chapter 10 Week 3: Social Content: Multimedia.

    Advertising and the Social Web.

    The Multimedia Channels.

    Blogging.

    Corporate Blogs.

    Microblogs.

    Photo and Video Sharing.

    Audio and Video Podcasting.

    Your Social Media Marketing Plan.

    Pulling Things Together.

    Chapter 10: The Main Points.

    Chapter 11 Week 4: Social Content: Reviews, Ratings, and Recommendations.

    Building Consensus.

    Consensus and Marketing.

    Ratings.

    Reviews.

    Recommendations.

    Putting It All Together.

    Winning the Popularity Contest.

    The Voting Process.

    Applying Recommendations.

    Getting There Faster.

    Building Your Plan.

    Chapter 11: The Main Points.

    Chapter 12 Week 5: Social...

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