Social Media Marketing: An Hour a Day
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Develop an Integrated, Successful Social Media Strategy A Step-by-Step Guide Put the buzz about your business to work for you. This comprehensive, perfectly paced guide will teach you how to make social media an active part of your marketing plan so that you can turn customer conversations about your brand, product, service, and company into a sustainable competitive advantage. Learn how you can tap the Social Web and amplify your current marketing efforts by listening and participating in conversations that drive measurable results. Develop and effectively pitch a successful social media campaign inside your company Learn how to become a genuine Social Web participant Build a map of your key conversation-generators as you evaluate every point of contact between you and your customers Get to the sweet spot of social media marketing—the consideration phase of the purchase funnel Leverage all the tools available—blogs, RSS feeds, podcasts, video and photo sharing, and more Use social media measurement tools, including the Net Promoter score, and apply metrics from platforms such as Bazaarvoice, BlogPulse, and Cymfony Learn best practices for launching your social media program and measuring the results You'll also find: A comprehensive look from the savvy marketer's perspective at social sites and services—MySpace, Facebook®, LinkedIn®, and Twitter, along with YouTube, Seesmic, Eventful, and FriendFeed Straightforward tools for building social media into your current marketing program Real-world case studies that illustrate successes to learn from and mistakes to avoid
Pt. I The Foundation of Social Media 1Ch. 1 Backlash 3Ch. 2 The Marketer's Dilemma 15Ch. 3 What Is Social Media? 31Pt. II Month 1: Prepare for Social Marketing 47Ch. 4 Week 1: Web 2.0: The Social Web 49Ch. 5 Week 2: The Social Feedback Cycle 79Ch. 6 Week 3: Touchpoint Analysis 103Ch. 7 Week 4: Influence and Measurement 127Pt. III Month 2: Social Media Channels 151Ch. 8 Week 1: Build a Social Media Campaign 153Ch. 9 Week 2: Social Platforms 181Ch. 10 Week 3: Social Content: Multimedia 209Ch. 11 Week 4: Social Content: Reviews, Ratings, and Recommendations 237Ch. 12 Week 5: Social Interactions 263Pt. IV Month 3: Complete tour Plan 287Ch. 13 Week 1: Objectives, Metrics, and ROI 289Ch. 14 Week 2: Present Your Social Media Plan 317App. A Worksheets 343App. B Additional Social Media Resources 389Index 395
