Social Media Marketing An Hour a Day

ISBN-10: 1118194497
ISBN-13: 9781118194492
Edition: 2nd 2012
List price: $19.99 Buy it from $3.00
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Description: 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,  More...

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Book details

List price: $19.99
Edition: 2nd
Copyright year: 2012
Publisher: John Wiley & Sons, Limited
Publication date: 3/9/2012
Binding: Paperback
Pages: 432
Size: 7.25" wide x 9.25" long x 1.00" tall
Weight: 1.672

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.

Foreword
Introduction
The Foundation of Social Media
Backlash
The Early Social Networks
The Pushback Begins
A Big Boost from an Unlikely Source
Why Does This Matter?
The Backlash: Measured and Formalized
The Main Points
The Marketer's Dilemma
The Roots of Avoidance
Early Online Word of Mouth
The Social Web Blooms
Nielsen Adds Social Metrics
The Main Points
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
The Main Points
Month 1: Prepare for Social Marketing
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: Using Blogs and Wikis
Tuesday: Multimedia
Wednesday: Microblogs and Tagging
Thursday: RSS
Friday: Social Networks
The Main Points
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
Monday: Define Campaign Objectives
Tuesday: The Awareness Phase
Wednesday: The Point of Sale
Thursday: Gathering Insights
Friday: Your Social Feedback Cycle
The Main Points
Week 3: Touchpoint Analysis
Touchpoints and the Social Web
Identifying Touchpoints
Quantifying Touchpoints
Monday: Gather Your Touchpoint Data
Tuesday: Organize Your Data
Wednesday: Evaluate and Rank Your Data
Thursday: Analyze Your Data
Friday: Plan Your Next Steps
The Main Points
Week 4: Influence and Measurement
Influence and the Social Web
Quantifying the Conversation
Monday and Tuesday: Influence and Metrics
Wednesday: Applying Influence: Social Media
Thursday and Friday: Metrics-From Influence to ROI
The Main Points
Month 2: Social Media Channels
Week 1: Build a Social Media Campaign
How Is Social Media Different?
Quantifying the Social Feedback Cycle
Monday: Combining Touchpoints and Feedback
Tuesday: Applying Social Media Metrics
Wednesday: Social Media Channels
Thursday and Friday: Social Media and the Purchase Funnel
The Main Points
Week 2: Social Platforms
Building Social Networks
Monday: Build a Social Network
Tuesday: Participate in the Social Web
Wednesday: Social Application Platforms
Thursday: Understand Customer Communities
Friday: Work with Social Platforms
The Main Points
Week 3: Social Content-Text, Photos, Audio, and Video
Advertising and the Social Web
Monday: Explore Corporate Blogs
Tuesday: Experience Microblogs
Wednesday: Consider Photo and Video Sharing
Thursday: Experience Audio and Video Podcasting
Friday: Create Your Social Media Marketing Plan
The Main Points
Week 4: Social Content-Ratings, Reviews, and Recommendations
Marketplace Conversations
Building Consensus
Monday: Understand Consensus and Marketing
Tuesday: Win the Popularity Contest
Wednesday: Apply Recommendations
Thursday: Get There Faster
Friday: Build Your Plan
The Main Points
Week 5: Social Interactions
Connecting the Dots
Managing Social Information
Monday: Events and Calendars
Tuesday: Mobile and Location-Based Media
Wednesday: Status Notices and Activity Streams
Thursday: Activity Feeds
Friday: Social Information and Marketing
The Main Points
Month 3: Complete Your Plan
Week 1: Objectives, Metrics, and ROI
The Basis for Social Media Metrics
Define Your Objectives and Audience
Key Performance Indicators
What and Where to Measure
Choosing Social Media Metrics
Metrics in Motion
Content Metrics
Relevance Metrics
Impact Metrics
Real-World Connections
Audience
Influence
Engagement
Loyalty
Action
Planning for Measurement
Monday: Your Business Objectives
Tuesday: Your Audience
Wednesday: Content Metrics
Thursday: Relevance Metrics
Friday: Impact Metrics
The Main Points
Week 2: Present Your Social Media Plan
Create Your Plan
Monday: Affirm Your Business Objectives
Tuesday: Define the Opportunity and Choose Your Methods
Wednesday: Select Your Channels
Thursday: Select Your Metrics
Friday: Write and Present Your Plan
The Main Points
Worksheets
Worksheets Part II
Chapters 4-7
Chapter 4: Week 1: Web 2.0, The Social Web
Chapter 5: Week 2: The Social Feedback Cycle
Chapter 6: Week 3: Touchpoint Analysis
Chapter 7: Week 4: Influence and Measurement
Worksheets Part III
Chapters 8-12
Chapter 8: Week 1: Build a Social Media Campaign
Chapter 9: Week 2: Social Platforms
Chapter 10: Week 3: Social Content-Text, Photos, Audio, and Video
Chapter 11: Week 4: Social Content-Ratings, Reviews, and Recommendations
Chapter 12: Week 5: Social Interactions
Worksheets Part IV
Chapters 13 & 14
Chapter 13: Week 1: Objectives, Metrics, and ROI
Chapter 14: Week 2: Present Your Social Media Plan
Additional Social Media Resources
Industry Experts
Industry Blogs and Resources
Agencies and Social Media Practitioners
Social Networks and Services
Metrics Platforms and Listeners
Index

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