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More About This Title Social Media Marketing: An Hour a Day 2nd Edition
English
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.
English
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.
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www.sybex.com/go/socialmediahour
English
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: Metrics—From 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 Content—Text, 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: Experience Audio and Video Podcasting 233
Friday: Create Your Social Media Marketing Plan 238
The Main Points 240
Chapter 11 Week 4: Social Content—Ratings, Reviews, and Recommendations 241
Marketplace Conversations 242
Building Consensus 244
Monday: Understand Consensus and Marketing 245
Tuesday: Win the Popularity Contest 254
Wednesday: Apply Recommendations 258
Thursday: Get There Faster 260
Friday: Build Your Plan 265
The Main Points 267
Chapter 12 Week 5: Social Interactions 269
Connecting the Dots 270
Managing Social Information 271
Monday: Events and Calendars 275
Tuesday: Mobile and Location-Based Media 280
Wednesday: Status Notices and Activity Streams 283
Thursday: Activity Feeds 285
Friday: Social Information and Marketing 288
The Main Points 291
Part IV Month 3: Complete Your Plan 293
Chapter 13 Week 1: Objectives, Metrics, and ROI 295
The Basis for Social Media Metrics 296
Define Your Objectives and Audience 296
Key Performance Indicators 297
What and Where to Measure 298
Choosing Social Media Metrics 302
Metrics in Motion 303
Content Metrics 303
Relevance Metrics 305
Impact Metrics 306
Real-World Connections 307
Audience 308
Influence 309
Engagement 309
Loyalty 310
Action 311
Planning for Measurement 312
Monday: Your Business Objectives 313
Tuesday: Your Audience 313
Wednesday: Content Metrics 315
Thursday: Relevance Metrics 316
Friday: Impact Metrics 317
The Main Points 318
Chapter 14 Week 2: Present Your Social Media Plan 319
Create Your Plan 320
Monday: Affirm Your Business Objectives 322
Tuesday: Define the Opportunity and Choose Your Methods 325
Wednesday: Select Your Channels 330
Thursday: Select Your Metrics 337
Friday: Write and Present Your Plan 341
The Main Points . 342
Appendix A Worksheets 343
Worksheets Part II 344
Chapters 4–7 344
Chapter 4: Week 1: Web 2.0, The Social Web 344
Chapter 5: Week 2: The Social Feedback Cycle 349
Chapter 6: Week 3: Touchpoint Analysis 353
Chapter 7: Week 4: Influence and Measurement 357
Worksheets Part III 362
Chapters 8–12 362
Chapter 8: Week 1: Build a Social Media Campaign 362
Chapter 9: Week 2: Social Platforms 366
Chapter 10: Week 3: Social Content—Text, Photos, Audio, and Video 369
Chapter 11: Week 4: Social Content—Ratings, Reviews,
and Recommendations 372
Chapter 12: Week 5: Social Interactions 375
Worksheets Part IV 379
Chapters 13 & 14 379
Chapter 13: Week 1: Objectives, Metrics, and ROI 379
Chapter 14: Week 2: Present Your Social Media Plan 382
Appendix B Additional Social Media Resources 387
Industry Experts 388
Industry Blogs and Resources 388
Agencies and Social Media Practitioners 389
Social Networks and Services 389
Metrics Platforms and Listeners 390
Index 391
