Social Media Marketing

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 developin... Les mer

Social Media Marketing

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.

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: 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 Networ

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