The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World

by Macy, Beverly; Thompson, Teri

• ISBN13: 9780071752633
• ISBN10: 0071752633
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-01-03
• Publisher: McGraw-Hill Education

Summary

Today's hottest trends for on-the-spot marketing!Never before has there been such a need for speed and agility in marketing and brand building. These days, a brand has 60 days to thrive . . . or die. And as the online population expands and new social media communities pop up daily, the world of marketing spins faster and faster.There are lots of competing marketing ideas out there, but one thing is absolutely essential:You need to operate in REAL TIME.The Power of Real-Time Social Media Marketingexplains how to master social media sites like Twitter, YouTube, Facebook, and others. You'll get a first-hand look at what some of the world's leading companies have done to leverage social media to quickly explode their brand, including how: Kodakre-branded an old, established brand Sprint Boost Mobilecreated a community in the ethers Intuitincreased ROI by making taxes funYou no longer have the luxury of time to develop, test, and measure a brand. Use the lessons inThe Power of Real-Time Social Media Marketingto launch your brand in a fixed amount of time, accurately measure the impact of your activities, and instantly adjust to improve blogs, tweets, and more.

Table of Contents

Acknowledgments	p. xiii
Preface	p. xv
Real-Time Marketing: The Now Lens	p. 1
The Way We Communicate Has Changed Forever-Why Now?	p. 21
The Power of Conversation and Engagement	p. 39
Real-Time Marketing Strategies	p. 57
Real-Time Marketing Case Stories: Lessons in Leadership	p. 87
The American Red Cross: One Tweet Turns into $33 Million for Haitian Relief	p. 90
USA Today: Publishing in Real-Time	p. 106
EMC: Real-Time in the Enterprise	p. 113
Orange County Transportation Authority: Transforming Government	p. 134
Wahoo's Fish Tacos: Community Building through Extreme Sports	p. 158
Mazda USA: Social Media Restart	p. 166
The Roxy Theatre: Entertainment and Business Revitalization through Customer Sharing and Social Media (or "How Social Media Saved the Sunset Strip!")	p. 175
DIRECTV: Customer Interaction Transforms Business	p. 183
Analytics and Measurement	p. 193
Viewing the Future of Real-Time Social Media: The Next Lens	p. 215
Notes	p. 235
Index	p. 237
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