Social Media Marketing : An Hour a Day

by Dave Evans; Foreword by: Susan Bratton

ISBN13: 9780470344026

ISBN10: 0470344024

Format: Paperback

Pub. Date: 2008-10-01

Publisher(s): Sybex

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Summary

If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results. Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute a social media marketing campaign in just one hour a day. In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube.

Author Biography

Dave Evans is an expert in social media marketing whose passion is tapping the power of the Social Web and applying it to business. Beginning in 1994, when he founded marketing consultancy Digital Voodoo, and continuing through his career in advertising, Dave has developed interactive communication programs for Microsoft, Hewlett-Packard, Southwest Airlines, AARP, the U.S. Air Force, AT&T, Wal-Mart, Dial, the PGA Tour, Chili's, Meredith Publishing, and many more. Dave is a ClickZ columnist and a frequent conference speaker, and has served on the advisory board for ad:tech as well as the Measurement and Metrics Council for the Word of Mouth Marketing Association.

Foreword	p. xviii
Introduction	p. xix
The Foundation of Social Media	p. 1
Backlash	p. 3
The Early Social Networks	p. 4
The Pushback Begins	p. 6
A Big Boost from an Unlikely Source	p. 6
Why Does This Matter?	p. 7
The Backlash: Measured and Formalized	p. 11
Which Brings Us to Trust	p. 12
Chapter 1: The Main Points	p. 14
The Marketer's Dilemma	p. 15
The Roots of Avoidance	p. 16
Early Online Word-of-Mouth	p. 19
The Social Web Blooms	p. 26
Nielsen Shows the Way	p. 28
Chapter 2: The Main Points	p. 29
What Is Social Media?	p. 31
Social Media Defined	p. 32
Is Social Media Accurate?	p. 34
Social Media and Marketing	p. 36
Social Media as a Guidepost	p. 38
Social Media's Impact on the Purchase Funnel	p. 40
The Social Feedback Cycle	p. 41
The Elements of Social Media	p. 44
Chapter 3: The Main Points	p. 46
Month 1: Prepare for Social Marketing	p. 47
Week 1: Web 2.0: The Social Web	p. 49
Social Networks: The Power of the Collective	p. 50
Sarnoff's Law	p. 51
Metcalfe's Law	p. 51
Reed's Law	p. 52
Social Media Begins Here	p. 55
Week 1: Engaging with Social Media	p. 57
Monday: The Written Word	p. 57
Using Blogs and Wikis	p. 58
Finding Social Content	p. 60
Tuesday: The Web Comes Alive with Multimedia	p. 61
Tuesday's One-Hour Exercise	p. 63
Wednesday: Microblogs and Tagging	p. 66
Thursday: RSS	p. 70
Friday: Social Networks	p. 73
Friday's One-Hour Exercise	p. 74
Chapter 4: The Main Points	p. 77
Week 2: The Social Feedback Cycle	p. 79
Social Media in Marketing	p. 80
Consideration and the Purchase Funnel	p. 82
Consumer-Generated Media	p. 86
Create Your Social Feedback Cycle	p. 90
The Social Feedback Cycle	p. 91
The Awareness Phase	p. 94
The Point-of-Sale	p. 95
Let the Games Begin	p. 96
Your Social Feedback Cycle	p. 98
Chapter 5: The Main Points	p. 101
Week 3: Touchpoint Analysis	p. 103
Touchpoints and the Social Web	p. 104
Identifying Touchpoints	p. 108
Quantifying Touchpoints	p. 110
Gather Your Touchpoint Data	p. 111
Organize Your Data	p. 114
Evaluate and Rank Your Data	p. 119
Analyze Your Data	p. 123
Plan Your Next Steps	p. 124
Chapter 6: The Main Points	p. 125
Week 4: Influence and Measurement	p. 127
Influence and the Social Web	p. 128
Quantifying the Conversation	p. 132
Influence and Metrics	p. 133
Applying Influence: Social Media	p. 139
Metrics: From Influence to ROI	p. 142
Chapter 7: The Main Points	p. 149
Month 2: Social Media Channels	p. 151
Week 1: Build a Social Media Campaign	p. 153
How Is Social Media Different?	p. 154
Quantifying the Social Feedback Cycle	p. 157
Combining Touchpoints and Feedback	p. 157
Applying Social Media Metrics	p. 159
Social Media Channels	p. 163
Making Sense of the Channels	p. 164
Social Media and the Purchase Funnel	p. 171
The Point of Sale and Beyond	p. 175
Refining Your Plan	p. 178
Putting Your Framework Together	p. 179
Chapter 8: The Main Points	p. 180
Week 2: Social Platforms	p. 181
Social Networks	p. 182
Personal Social Networks	p. 184
Business Social Networks	p. 188
Participation Is Everything	p. 190
White-Label Platforms	p. 195
Support Forums, Message Boards, and Communities	p. 195
Customer Communities	p. 200
Working with Social Platforms	p. 203
Chapter 9: The Main Points	p. 208
Week 3: Social Content: Multimedia	p. 209
Advertising and the Social Web	p. 210
The Multimedia Channels	p. 211
Blogging	p. 211
Corporate Blogs	p. 214
Microblogs	p. 217
Photo and Video Sharing	p. 222
Audio and Video Podcasting	p. 228
Your Social Media Marketing Plan	p. 234
Pulling Things Together	p. 234
Chapter 10: The Main Points	p. 236
Week 4: Social Content: Reviews, Ratings, and Recommendations	p. 237
Building Consensus	p. 238
Consensus and Marketing	p. 240
Ratings	p. 240
Reviews	p. 242
Recommendations	p. 244
Putting It All Together	p. 245
Winning the Popularity Contest	p. 249
The Voting Process	p. 249
Applying Recommendations	p. 253
Getting There Faster	p. 255
Building Your Plan	p. 260
Chapter 11: The Main Points	p. 262
Week 5: Social Interactions	p. 263
Connecting the Dots	p. 264
Managing Social Information	p. 265
Events and Calendars	p. 269
SMS and Mobile Communications	p. 273
Status Notices and Bacn	p. 277
Feeds	p. 280
Social Information and Marketing	p. 283
Chapter 12: The Main Points	p. 286
Month 3: Complete Your Plan	p. 287
Week 1: Objectives, Metrics, and ROI	p. 289
The Basis for Social Media Metrics	p. 290
Define Your Objectives and Audience	p. 291
Behaviors that Drive Metrics	p. 293
What and Where to Measure	p. 294
Choosing Social Media Metrics	p. 298
Metrics in Motion	p. 299
Content Metrics	p. 299
Relevance Metrics	p. 301
Impact Metrics	p. 302
Real-World Connections	p. 303
Audience	p. 304
Influence	p. 305
Engagement	p. 306
Loyalty	p. 307
Action	p. 307
Planning for Measurement	p. 308
Your Business Objectives	p. 309
Your Audience	p. 310
Content Metrics	p. 312
Relevance Metrics	p. 313
Impact Metrics	p. 315
Chapter 13: The Main Points	p. 316
Week 2: Present Your Social Media Plan	p. 317
Choose Your Path	p. 318
Affirm Your Business Objectives	p. 320
Define Your Audience	p. 321
Choose Your Examples	p. 321
Monday: Build Your Foundation	p. 322
Define the Opportunity	p. 323
Social Feedback Cycle	p. 325
Touchpoint Map	p. 326
Net Promoter Score	p. 327
Tuesday: Choose Your Methods	p. 327
Select Your Channels	p. 328
Listening	p. 329
Outreach	p. 331
Wednesday: Pick Your Channels	p. 334
Select Your Metrics	p. 336
Market Position	p. 336
Brand Health	p. 337
Growth and Profits	p. 338
Thursday: Verify Your Metrics	p. 340
Write and Present Your Plan	p. 341
Friday: Wrap It Up	p. 341
Chapter 14: The Main Points	p. 342
Worksheets	p. 343
Worksheets Part II	p. 343
Worksheets Part III	p. 362
Worksheets Part IV	p. 380
Additional Social Media Resources	p. 389
Index	p. 395
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