Perspectives on Social Media Marketing

ISBN-10: 1435456521

ISBN-13: 9781435456525

Edition: 2011

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Description: Perspectives on Social Media Marketing addresses 90 - 100 compelling and important issues that marketers deal with on a regular basis when it comes to social media. These issues include understanding what social media is, how it has changed the marketing landscape, ways to leverage it for reaching consumers, how to best measure the ROI of a social media campaign, and more. For each of these issues or topics, both authors provide their expert insight and feedback from their own unique perspective – one from the perspective of the marketing agency, the other from the perspective of the brand or marketer.

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Book details

List price: $19.99
Copyright year: 2011
Publisher: Course Technology
Publication date: 9/15/2010
Binding: Paperback
Pages: 304
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.078
Language: English

Stephanie Agresta has been a force in the online marketing industry for nearly 15 years. An expert in social media, affiliate program management, and Web2.0 strategies, she is a sought-after speaker at industry events. Her mission is to connect people, ideas, products, and services using digital technology in new and inventive ways. Agresta started her career with iVillage, a women-focused web destination and one of the first websites to build community online. She went on to hold prominent sales, marketing and business development roles with Internet powerhouses such as Barnes & Noble.com, Register.com and SpaFinder. With Commerce360, a search marketing firm funded by First Round Capital, she launched an Affiliate Marketing Division and served on a management team alongside nationally recognized technology executives. She's currently Global Director of Digital Strategy and Social Media at Porter Novelli, a leading PR firm.

B. Bonin Bough is the Global Director of Digital and Social Media at PepsiCo. In this role, he oversees digital strategy and the implementation of social media tools and techniques across the company. Bough has been instrumental in integrating social media and the "online conversation" into PepsiCo's overall brand vision, engaging online consumers, and tracking behavior and trends that the brand can leverage successfully. Previously, Bough was the Executive Vice President and Director of Weber Shandwick's global interactive, social, and emerging media practice, leading strategic programming for the agency's top clients, including MasterCard, Federation of Colombian Coffee Growers, BestBuy, Electrolux, Ambien, MAC Aids Fund, and Honeywell. Prior to this, Bough was a founding member and Senior Vice President at Ruder Finn Interactive (RFI) and ran the interactive strategy unit for eight years. Bough's achievements in the world of interactive marketing have won him numerous awards, including a Webby, Stevie, Golden Pencil, Sabre, Big Apple, Com Arts, and SXSW Viewers Choice for MrPicassoHead.com.

Jay Miletsky is an online marketing veteran with more than 20 years of experience. Jay was previously the CEO and founder of Mango Marketing, developing branding strategies for a diverse set of clients including the NBA, Hershey's, JVC, Kraft, and others. Jay is the author of 11 globally distributed books, published by both Pearson Education and Cengage Learning. His titles include Perspectives on Marketing, Perspectives on Branding, and a widely adopted college textbook titled Principles of Internet Marketing.

Really Understanding Social Media
How would you define social media
Why has social media had such a powerful impact
How has social media changed general marketing strategies
Does branding still matter
Has the definition of "brand" changed
Is social media something that small companies and entrepreneurs can take advantage of, or is it mostly for large players only
How important is personal branding
Should companies allow executives or other employees develop personal brands as representatives if the company
Should traditional marketing efforts be relegated to the museum
How (if at all) has social media altered the consumer buying cycle
What are some of the popular misconceptions many marketers have about social media
Is social media an evolution of marketing, or an evolution of public relations
How has social media changed PR
Implementing a Strategy
What is the cost of entry for a social media marketing effort
Is it comparable to the cost of traditional marketing efforts such as TV and print
Is it possible to run a regional SM campaign, or is it impossible to contain
Should marketers seek to integrate social media efforts with traditional efforts, or should they be kept, planned, and run independently from each other
If there is room for SM and traditional efforts to be integrated, what strategy should be planned first: social media, traditional or should they both be planned simultaneously
Are there any tools that are "must haves" for every social media marketing effort
Managing, Measuring, and Achieving Success
What accounts for success in a social media marketing campaign
How is social/ media measurement different from traditional marketing measurement
Is it possible to monetize engagement (in other words, is there a direct relation between social media and sales)
Once information is out on the social Web, it can be hard if not impossible to take back
What can you do in the event of a mistake
Are agencies necessary, or can brands handle social media campaigns on their own
Just for Fun
What will the Internet look like three years from now
Ten years from now
What would you consider to be the best social media campaign ever run
What would you consider to be the worst social media campaign ever run
Which companies (other than your own) really seem to "get it" when it comes to social media marketing
Which industry experts do you admire and why
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