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Updated with 100 pages of new content, this edition is better
than ever
In the newest edition of his top-selling book, social media
expert Dave Evans bypasses theory to provide you with practical,
hands-on advice on developing, implementing, and measuring social
media marketing campaigns. In what can be an overwhelming topic, he
demystifies the jargon, dispels the myths, and helps you develop an
effective, day-by-day plan.
Revised and updated with more than 100 pages of new material on
all the latest developments, Evans includes new and updated
coverage on Facebook, Twitter, and Google+; the latest on listening
and analytics platforms; how to incorporate mobile and
location-based services like Foursquare and Gowalla into your plan;
and more.
Helps marketers, advertisers, and small business owners quickly
develop effective, practical approaches to social media marketing
campaigns
Highlights the latest you should know about Facebook, Twitter,
and Google+; as well as mobile- and location-based services such as
Foursquare and Gowalla
Shows you how to track and measure results and integrate that
information into your overall marketing plan
Features case studies, step-by-step instructions, and hands-on
tutorials
If you've been seeking ways to break down social media marketing
into tasks you can handle and campaigns that deliver, this is the
book you need.
Autorentext
About the Author Dave Evans is a VP of social strategy at Social Dynamx, a software firm delivering a scalable social media platform for customer care. Dave has been involved with social media programs for clients including Intel, Dell, Pepsi, the Dallas/Fort Worth and Bangalore International Airports, and others. He serves on the advisory boards for social technology startups including Friend2Friend and Netbase. He is also a ClickZ columnist and frequent keynote presenter, and has served on the advisory board for ad:tech and the Measurement and Metrics Council for the Word of Mouth Marketing Association. www.sybex.com www.sybex.com/go/socialmediahour
Zusammenfassung
Updated with 100 pages of new content, this edition is better than ever In the newest edition of his top-selling book, social media expert Dave Evans bypasses theory to provide you with practical, hands-on advice on developing, implementing, and measuring social media marketing campaigns. In what can be an overwhelming topic, he demystifies the jargon, dispels the myths, and helps you develop an effective, day-by-day plan.
Revised and updated with more than 100 pages of new material on all the latest developments, Evans includes new and updated coverage on Facebook, Twitter, and Google+; the latest on listening and analytics platforms; how to incorporate mobile and location-based services like Foursquare and Gowalla into your plan; and more.
Inhalt
Foreword xix
Introduction xxi
Part I The Foundation of Social Media 1
Chapter 1 Backlash 3
The Early Social Networks 4
The Pushback Begins 6
A Big Boost from an Unlikely Source 6
Why Does This Matter? 7
The Backlash: Measured and Formalized 11
The Main Points 14
Chapter 2 The Marketer's Dilemma 15
The Roots of Avoidance 16
Early Online Word of Mouth 19
The Social Web Blooms 26
Nielsen Adds Social Metrics 28
The Main Points 30
Chapter 3 What Is Social Media? 31
Social Media Defined 32
Is Social Media Accurate? 34
Social Media and Marketing 37
Social Media as a Guidepost 39
Social Media's Impact on the Purchase Funnel 41
The Social Feedback Cycle 42
The Elements of Social Media 45
The Main Points 48
Part II Month 1: Prepare for Social Marketing 49
Chapter 4 Week 1: Web 2.0, The Social Web 51
Social Networks: The Power of the Collective 52
Sarnoff's Law 53
Metcalfe's Law 53
Reed's Law 54
Social Media Begins Here 56
Week 1: Engaging with Social Media 57
Monday: Using Blogs and Wikis 58
Tuesday: Multimedia 62
Wednesday: Microblogs and Tagging 66
Thursday: RSS 70
Friday: Social Networks 73
The Main Points 78
Chapter 5 Week 2: The Social Feedback Cycle 79
Social Media in Marketing 80
Consideration and the Purchase Funnel 83
Consumer-Generated Media 87
Create Your Social Feedback Cycle 92
The Social Feedback Cycle 92
Monday: Define Campaign Objectives 93
Tuesday: The Awareness Phase 95
Wednesday: The Point of Sale 96
Thursday: Gathering Insights 98
Friday: Your Social Feedback Cycle 101
The Main Points 103
Chapter 6 Week 3: Touchpoint Analysis 105
Touchpoints and the Social Web 106
Identifying Touchpoints 110
Quantifying Touchpoints 113
Monday: Gather Your Touchpoint Data 114
Tuesday: Organize Your Data 118
Wednesday: Evaluate and Rank Your Data 123
Thursday: Analyze Your Data 127
Friday: Plan Your Next Steps 128
The Main Points 129
Chapter 7 Week 4: Influence and Measurement 131
Influence and the Social Web 132
Quantifying the Conversation 137
Monday and Tuesday: Influence and Metrics 138
Wednesday: Applying Influence: Social Media 143
Thursday and Friday: MetricsFrom Influence to ROI 147
The Main Points 154
Part III Month 2: Social Media Channels 155
Chapter 8 Week 1: Build a Social Media Campaign 157
How Is Social Media Different? 158
Quantifying the Social Feedback Cycle 160
Monday: Combining Touchpoints and Feedback 161
Tuesday: Applying Social Media Metrics 162
Wednesday: Social Media Channels 167
Thursday and Friday: Social Media and the Purchase Funnel 174
The Main Points 183
Chapter 9 Week 2: Social Platforms 185
Building Social Networks 186
Monday: Build a Social Network 187
Tuesday: Participate in the Social Web 193
Wednesday: Social Application Platforms 197
Thursday: Understand Customer Communities 203
Friday: Work with Social Platforms 206
The Main Points 211
Chapter 10 Week 3: Social ContentText, Photos, Audio, and Video 213
Advertising and the Social Web 214
Monday: Explore Corporate Blogs 214
Tuesday: Experience Microblogs 221
Wednesday: Consider Photo and Video Sharing 226 Thursday:...