Social Media Marketing An Hour a Day

by Evans, Dave; Bratton, Susan

• ISBN13: 9781118194492
• ISBN10: 1118194497
• Edition: 2nd
• Format: Paperback
• Copyright: 2012-03-13
• Publisher: Sybex

Summary

Written by a social media marketing expert, this book eschews theoretical surveys of social media marketing to focus on practical, how-to advice for understanding social media, developing a social media marketing strategy, implementing the campaign, and then measuring results. The 2nd Edition has been revised and updated with more than 100 pages of new material on all the latest developments in the field, including new and updated coverage on Facebook, Twitter, and Google+, the latest on listening and analytics platforms, incorporating mobile and location-based services like Foursquare and Gowalla into your plan, and other content that will help readers quickly develop an effective, practical approach to social media marketing mastery. Part I of the book lays the foundation for social media marketing with a quick survey of the current landscape. Part II helps readers prepare their own social media marketing strategy and includes information on touchpoint analysis and influencer tools that marketers can use to help focus social media marketing strategies. Part III shows how to leverage the platforms, tools, and techniques that are available today, examining everything from Facebook, Twitter, and Google+ to blogs, RSS feeds, podcasts, video and more. The part concludes with a chapter on measuring campaign effectiveness that includes how to integrate those metrics with traditional media measurements. Full of interesting case studies, step-by-step guides, and hands-on tutorials and written in the popular An Hour a Day format, in which intimidating topics are broken down into easily approachable tasks, this book is sure to help marketers and advertisers at all levels develop, implement, and measure successful social media marketing campaigns.

Author Biography

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.

Table of Contents

Foreword	p. xix
Introduction	p. xxi
The Foundation of Social Media	p. 1
Backlash	p. 3
The Early Social Networks	p. 4
The Pushback Begins	p. 6
A Big Boost from an Unlikely Source	p. 6
Why Does This Matter?	p. 7
The Backlash: Measured and Formalized	p. 11
The Main Points	p. 14
The Marketer's Dilemma	p. 15
The Roots of Avoidance	p. 16
Early Online Word of Mouth	p. 19
The Social Web Blooms	p. 26
Nielsen Adds Social Metrics	p. 28
The Main Points	p. 30
What Is Social Media?	p. 31
Social Media Defined	p. 32
Is Social Media Accurate?	p. 34
Social Media and Marketing	p. 37
Social Media as a Guidepost	p. 39
Social Media's Impact on the Purchase Funnel	p. 41
The Social Feedback Cycle	p. 42
The Elements of Social Media	p. 45
The Main Points	p. 48
Month 1: Prepare for Social Marketing	p. 49
Week 1: Web 2.0, The Social Web	p. 51
Social Networks: The Power of the Collective	p. 52
Sarnoff's Law	p. 53
Metcalfe's Law	p. 53
Reed's Law	p. 54
Social Media Begins Here	p. 56
Week 1: Engaging with Social Media	p. 57
Monday: Using Blogs and Wikis	p. 58
Tuesday: Multimedia	p. 62
Wednesday: Microblogs and Tagging	p. 66
Thursday: RSS	p. 70
Friday: Social Networks	p. 73
The Main Points	p. 78
Week 2: The Social Feedback Cycle	p. 79
Social Media in Marketing	p. 80
Consideration and the Purchase Funnel	p. 83
Consumer-Generated Media	p. 87
Create Your Social Feedback Cycle	p. 92
The Social Feedback Cycle	p. 92
Monday: Define Campaign Objectives	p. 93
Tuesday: The Awareness Phase	p. 95
Wednesday: The Point of Sale	p. 96
Thursday: Gathering Insights	p. 98
Friday: Your Social Feedback Cycle	p. 101
The Main Points	p. 103
Week 3: Touchpoint Analysis	p. 105
Touchpoints and the Social Web	p. 106
Identifying Touchpoints	p. 110
Quantifying Touchpoints	p. 113
Monday: Gather Your Touchpoint Data	p. 114
Tuesday: Organize Your Data	p. 118
Wednesday: Evaluate and Rank Your Data	p. 123
Thursday: Analyze Your Data	p. 127
Friday: Plan Your Next Steps	p. 128
The Main Points	p. 129
Week 4: Influence and Measurement	p. 131
Influence and the Social Web	p. 132
Quantifying the Conversation	p. 137
Monday and Tuesday: Influence and Metrics	p. 138
Wednesday: Applying Influence: Social Media	p. 143
Thursday and Friday: Metrics-From Influence to ROI	p. 147
The Main Points	p. 154
Month 2: Social Media Channels	p. 155
Week 1: Build a Social Media Campaign	p. 157
How Is Social Media Different?	p. 158
Quantifying the Social Feedback Cycle	p. 160
Monday: Combining Touchpoints and Feedback	p. 161
Tuesday: Applying Social Media Metrics	p. 162
Wednesday: Social Media Channels	p. 167
Thursday and Friday: Social Media and the Purchase Funnel	p. 174
The Main Points	p. 183
Week 2: Social Platforms	p. 185
Building Social Networks	p. 186
Monday: Build a Social Network	p. 187
Tuesday: Participate in the Social Web	p. 193
Wednesday: Social Application Platforms	p. 197
Thursday: Understand Customer Communities	p. 203
Friday: Work with Social Platforms	p. 206
The Main Points	p. 211
Week 3: Social Content-Text, Photos, Audio, and Video	p. 213
Advertising and the Social Web	p. 214
Monday: Explore Corporate Blogs	p. 214
Tuesday: Experience Microblogs	p. 221
Wednesday: Consider Photo and Video Sharing	p. 226
Thursday: Experience Audio and Video Podcasting	p. 233
Friday: Create Your Social Media Marketing Plan	p. 238
The Main Points	p. 240
Week 4: Social Content-Ratings, Reviews, and Recommendations	p. 241
Marketplace Conversations	p. 242
Building Consensus	p. 244
Monday: Understand Consensus and Marketing	p. 245
Tuesday: Win the Popularity Contest	p. 254
Wednesday: Apply Recommendations	p. 258
Thursday: Get There Faster	p. 260
Friday: Build Your Plan	p. 265
The Main Points	p. 267
Week 5: Social Interactions	p. 269
Connecting the Dots	p. 270
Managing Social Information	p. 271
Monday: Events and Calendars	p. 275
Tuesday: Mobile and Location-Based Media	p. 280
Wednesday: Status Notices and Activity Streams	p. 283
Thursday: Activity Feeds	p. 285
Friday: Social Information and Marketing	p. 288
The Main Points	p. 291
Month 3: Complete Your Plan	p. 293
Week 1: Objectives, Metrics, and ROI	p. 295
The Basis for Social Media Metrics	p. 296
Define Your Objectives and Audience	p. 296
Key Performance Indicators	p. 297
What and Where to Measure	p. 298
Choosing Social Media Metrics	p. 302
Metrics in Motion	p. 303
Content Metrics	p. 303
Relevance Metrics	p. 305
Impact Metrics	p. 306
Real-World Connections	p. 307
Audience	p. 308
Influence	p. 309
Engagement	p. 309
Loyalty	p. 310
Action	p. 311
Planning for Measurement	p. 312
Monday: Your Business Objectives	p. 313
Tuesday: Your Audience	p. 313
Wednesday: Content Metrics	p. 315
Thursday: Relevance Metrics	p. 316
Friday: Impact Metrics	p. 317
The Main Points	p. 318
Week 2: Present Your Social Media Plan	p. 319
Create Your Plan	p. 320
Monday: Affirm Your Business Objectives	p. 322
Tuesday: Define the Opportunity and Choose Your Methods	p. 325
Wednesday: Select Your Channels	p. 330
Thursday: Select Your Metrics	p. 337
Friday: Write and Present Your Plan	p. 341
The Main Points	p. 342
Worksheets	p. 343
Worksheets Part II	p. 344
Chapters 4-7	p. 344
Chapter 4: Week 1: Web 2.0, The Social Web	p. 344
Chapter 5: Week 2: The Social Feedback Cycle	p. 349
Chapter 6: Week 3: Touchpoint Analysis	p. 353
Chapter 7: Week 4: Influence and Measurement	p. 357
Worksheets Part III	p. 362
Chapters 8-12	p. 362
Chapter 8: Week 1: Build a Social Media Campaign	p. 362
Chapter 9: Week 2: Social Platforms	p. 366
Chapter 10: Week 3: Social Content-Text, Photos, Audio, and Video	p. 369
Chapter 11: Week 4: Social Content-Ratings, Reviews, and Recommendations	p. 372
Chapter 12: Week 5: Social Interactions	p. 375
Worksheets Part IV	p. 379
Chapters 13 & 14	p. 379
Chapter 13: Week 1: Objectives, Metrics, and ROI	p. 379
Chapter 14: Week 2: Present Your Social Media Plan	p. 382
Additional Social Media Resources	p. 387
Industry Experts	p. 388
Industry Blogs and Resources	p. 388
Agencies and Social Media Practitioners	p. 389
Social Networks and Services	p. 389
Metrics Platforms and Listeners	p. 390
Index	p. 391
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