Perspectives on Social Media Marketing

Name: Perspectives on Social Media Marketing
Price: 3.6 USD
Availability: InStock
ISBN: 9781435456525

ISBN-10: 1435456521

ISBN-13: 9781435456525

Edition: 2011

Authors: Stephanie Agresta, B. Bonin Bough, Jason I. Miletsky

List price: $19.99

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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.

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,…

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,…

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