Social Media Marketing : The Next Generation of Business Engagement

by Evans, Dave; McKee, Jake; Bratton, Susan

• ISBN13: 9780470634035
• ISBN10: 0470634030
• Format: Paperback
• Copyright: 2010-10-12
• Publisher: Sybex

Summary

How to implement winning social media programs in business to improve products, services, and profitsA July 2009 Anderson Analytics study found 60% of the Internet population uses social networks and social media sites such as Facebook, MySpace, and Twitter. Written by Dave Evans, author of "Social Media Marketing: An Hour a Day" (Wiley) with Jake McKee, Social Media Marketing: The Next Generation of Business Engagement takes marketers, product managers, small business owners, senior executives and organizational leaders on to the next step in social technology and its application in business. In particular, this book explains how to successfully implement a variety tools, how to ensure higher levels of customer engagement, and how to build on the lessons learned and information gleaned from first-generation social media marketing efforts.This book: Details how to develop, implement, monitor and measure successful social media activities, and how to successfully act on feedback from the social web Discusses conversation-monitoring tools and platforms to accelerate the innovation cycle along with the metrics required to prove the success of social technology adoption Connects the social dots more deeply across the entire organization, moving beyond marketing and into brand monitoring, product development and customer-driven innovation.Social media has become a central component of marketing, and is now moving out into the rest of the business functions. Social Media Marketing: The Next Generation of Business Engagement is the perfect book for marketers, managers, business owners or anyone else looking to better understand how to use social web technologies and platforms to build loyalty in customers and drive long term growth and profits.

Author Biography

Dave Evans is a social media innovator with a passion for tapping the power of the Social Web and related technologies and applying them to business. Beginning in 1994, when he founded the marketing consultancy Digital Voodoo, and continuing through his career in advertising, Dave has worked with clients around the world including Philips, Pepsi, Dell, Intel, and others. He also served in the strategy and consulting group of Austin's GSD&M, working with clients such as Southwest Airlines, Wal-Mart, and the PGA TOUR. Dave has also been a member of the Advisory Board of ad:tech and the Research and Measurement Council of WOMMA.

Table of Contents

Social Business Fundamentals

Social Media and Customer Engagement

The New Role of the Customer

Build a Social Business

The Social Business Ecosystem

Run a Social Business

Social Technology and Business Decisions

Social Analytics, Metrics, and Measurement

Five Essential Tips

Social Business Building Blocks

Engagement on the Social Web

Social CRM

Social Objects

The Social Graph

Social Applications

Table of Contents provided by Publisher. All Rights Reserved.