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Social Media Marketing: An Hour a Day

Name: Social Media Marketing: An Hour a Day
ISBN: 9780470344026

by Dave Evans, Susan Bratton

October 2008

Beginner

432 pages

11h 23m

English

Sybex

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Copyright
Dear Reader,
Acknowledgments
About the Author
Foreword
Introduction
How to Use This BookDisclosure
I. The Foundation of Social Media
1. Backlash
1.1. The Early Social Networks1.2. The Pushback Begins1.2.1. A Big Boost from an Unlikely Source1.2.2. Why Does This Matter?1.3. The Backlash: Measured and Formalized1.3.1. Which Brings Us to Trust1.4. Chapter 1: The Main Points
2. The Marketer's Dilemma
2.1. The Roots of Avoidance2.2. Early Online Word-of-Mouth2.3. The Social Web Blooms2.4. Nielsen Shows the Way2.5. Chapter 2: The Main Points
3. What Is Social Media?
3.1. Social Media Defined3.1.1. Is Social Media Accurate?3.2. Social Media and Marketing3.3. Social Media as a Guidepost3.3.1. Social Media's Impact on the Purchase Funnel3.3.2. The Social Feedback Cycle3.4. The Elements of Social Media3.5. Chapter 3: The Main Points

II. Month 1: Prepare for Social Marketing
4. Week 1: Web 2.0: The Social Web
4.1. Social Networks: The Power of the Collective4.1.1. Sarnoff's Law4.1.2. Metcalfe's Law4.1.3. Reed's Law4.2. Social Media Begins Here4.3. Week 1: Engaging with Social Media4.3.1. Monday: The Written Word4.3.1.1. Monday's One-Hour Exercise: Blogs and Wikis4.3.2. Using Blogs and Wikis4.3.3. Finding Social Content4.3.3.1. Monday's Exercise Guide and Wrap-Up4.4. Tuesday: The Web Comes Alive with Multimedia4.4.1. Tuesday's One-Hour Exercise4.4.1.1. Tuesday's Exercise Guide and Wrap-Up4.4.1.2. Tuesday Bonus: An Additional Exercise4.4.2. Wednesday: Microblogs and Tagging4.4.2.1. Wednesday's One-Hour Exercise4.4.2.2. An Additional Exercise4.4.2.3. Wednesday's Wrap-Up4.4.3. Thursday: RSS4.4.3.1. Thursday's One-Hour Exercise4.4.3.2. Thursday's Exercise Guide and Wrap-Up4.4.4. Friday: Social Networks4.4.5. Friday's One-Hour Exercise4.4.5.1. An Additional Exercise: ProductPulse4.4.5.2. Friday's Wrap-Up4.5. Chapter 4: The Main Points
5. Week 2: The Social Feedback Cycle
5.1. Social Media in Marketing5.2. Consideration and the Purchase Funnel5.3. Consumer-Generated Media5.4. Create Your Social Feedback Cycle5.4.1. The Social Feedback Cycle5.4.1.1. Monday's One-Hour Exercise5.4.1.2. Monday's Wrap-Up5.4.2. The Awareness Phase5.4.2.1. Tuesday's One-Hour Exercise5.4.2.2. Tuesday's Wrap-Up5.4.3. The Point-of-Sale5.4.3.1. Wednesday's One-Hour Exercise5.4.3.2. Wednesday's Wrap-Up5.4.4. Let the Games Begin5.4.4.1. Thursday's One-Hour Exercise5.4.4.1.1. Google's Blogsearch5.4.4.1.2. Nielsen | Buzzmetrics BlogPulse5.4.4.1.3. Planet Feedback5.4.4.1.4. YouTube5.4.4.1.5. Online Reviews5.4.4.1.6. Google Alerts5.4.4.2. Thursday's Wrap-Up5.4.5. Your Social Feedback Cycle5.4.5.1. Friday's One-Hour Exercise5.4.5.2. Friday's Wrap-Up5.5. Chapter 5: The Main Points
6. Week 3: Touchpoint Analysis
6.1. Touchpoints and the Social Web6.2. Identifying Touchpoints6.3. Quantifying Touchpoints6.3.1. Gather Your Touchpoint Data6.3.1.1. Monday's One-Hour Exercise6.3.1.2. Monday's Wrap-Up6.3.2. Organize Your Data6.3.2.1. Organize by Channel6.3.2.2. Organize by Function6.3.2.3. Organize by Customer6.3.2.4. Organize by Stage6.3.2.5. Tuesday's One-Hour Exercise: Ready? Set? Organize!6.3.2.6. Tuesday's Wrap-Up6.3.3. Evaluate and Rank Your Data6.3.3.1. Wednesday's One-Hour Exercise6.3.3.1.1. Part 1: Assessing Touchpoints6.3.3.1.2. Part 2: Plotting Touchpoints6.3.3.2. Wednesday's Wrap-Up6.3.4. Analyze Your Data6.3.4.1. Thursday's One-Hour Exercise6.3.4.2. Thursday's Wrap-Up6.3.5. Plan Your Next Steps6.3.5.1. Friday's One-Hour Exercise6.3.5.2. Friday's Wrap-Up6.4. Chapter 6: The Main Points
7. Week 4: Influence and Measurement
7.1. Influence and the Social Web7.2. Quantifying the Conversation7.2.1. Influence and Metrics7.2.1.1. Monday's One-Hour Exercise7.2.1.2. Monday's Wrap-Up7.2.1.3. Tuesday's One-Hour Exercise7.2.1.4. Tuesday's Wrap-Up7.2.2. Applying Influence: Social Media7.2.2.1. Wednesday's One-Hour Exercise7.2.2.2. Wednesday's Wrap-Up7.2.3. Metrics: From Influence to ROI7.2.3.1. Thursday's One-Hour Exercise7.2.3.2. Thursday's Wrap-Up7.2.3.3. Friday's One-Hour Exercise7.2.3.3.1. Social Feedback Cycle7.2.3.3.2. Touchpoint Analysis7.2.3.3.3. Influence7.2.3.3.4. Metrics7.2.3.4. Friday's Wrap-Up7.3. Chapter 7: The Main Points
III. Month 2: Social Media Channels
8. Week 1: Build a Social Media Campaign
8.1. How Is Social Media Different?8.2. Quantifying the Social Feedback Cycle8.2.1. Combining Touchpoints and Feedback8.2.1.1. Monday's One-Hour Exercise8.2.1.2. Monday's Wrap-Up8.2.2. Applying Social Media Metrics8.2.2.1. Tuesday's One-Hour Exercise8.2.2.2. Tuesday's Wrap-Up8.3. Social Media Channels8.3.1. Making Sense of the Channels8.3.1.1. Social Platforms8.3.1.2. Social Content8.3.1.3. Social Interactions8.3.1.4. Wednesday's One-Hour Exercise8.3.1.5. Wednesday's Wrap-Up8.4. Social Media and the Purchase Funnel8.4.1.8.4.1.1. Blogs8.4.1.2. Microblogs8.4.1.3. Reviews, Ratings, and Recommendations8.4.1.4. Video and Audio Podcasts8.4.2. The Point of Sale and Beyond8.4.2.1. Online Reviews and Best Purchased With . . .8.4.2.2. Tell-a-Friend8.4.2.3. Message Boards8.4.3. Refining Your Plan8.4.3.1. Thursday's One-Hour Exercise8.4.3.2. Thursday's Wrap-Up8.4.4. Putting Your Framework Together8.4.4.1. Friday's One-Hour Exercise8.4.4.2. Friday's Wrap-Up8.5. Chapter 8: The Main Points
9. Week 2: Social Platforms
9.1. Social Networks9.1.1. Personal Social Networks9.1.2. Business Social Networks9.1.2.1. Monday's One-Hour Exercise9.1.2.2. Monday's Wrap-Up9.1.3. Participation Is Everything9.1.3.1. Tuesday's One-Hour Exercise9.1.3.2. Tuesday's Wrap-Up9.2. White-Label Platforms9.2.1. Support Forums, Message Boards, and Communities9.2.1.1. Wednesday's One-Hour Exercise9.2.1.2. Wednesday's Wrap-Up9.2.2. Customer Communities9.2.2.1. Thursday's One-Hour Exercise9.2.2.2. Thursday's Wrap-Up9.3. Working with Social Platforms9.3.1.9.3.1.1. Friday's One-Hour Exercise9.3.1.2. Friday's Wrap-Up9.4. Chapter 9: The Main Points
10. Week 3: Social Content: Multimedia
10.1. Advertising and the Social Web10.2. The Multimedia Channels10.2.1. Blogging10.2.1.1. Transparency10.2.1.2. Willingness to Listen10.2.1.3. Operations and Marketing10.2.1.4. Willingness to Act10.2.2. Corporate Blogs10.2.2.1. Monday's One-Hour Exercise10.2.2.1.1. GoBigAlways10.2.2.1.2. Bazaarblog10.2.2.1.3. Influence 2.010.2.2.1.4. The TED Blog10.2.2.2. Monday's Wrap-Up10.2.3. Microblogs10.2.3.1. Tuesday's One-Hour Exercise10.2.3.1.1. Twitter10.2.3.1.2. Seesmic10.2.3.2. Tuesday's Wrap-Up10.2.4. Photo and Video Sharing10.2.4.1. Wednesday's One-Hour Exercise10.2.4.1.1. YouTube10.2.4.1.2. Flickr10.2.4.2. Wednesday's Wrap-Up10.2.5. Audio and Video Podcasting10.2.5.1. Thursday's One-Hour Exercise10.2.5.2. Thursday's Wrap-Up10.3. Your Social Media Marketing Plan10.3.1. Pulling Things Together10.3.1.1. Friday's One-Hour Exercise10.3.1.2. Friday's Wrap-Up10.4. Chapter 10: The Main Points
11. Week 4: Social Content: Reviews, Ratings, and Recommendations
11.1. Building Consensus11.2. Consensus and Marketing11.2.1. Ratings11.2.2. Reviews11.2.3. Recommendations11.2.4. Putting It All Together11.2.4.1. Monday's One-Hour Exercise11.2.4.2. Monday's Wrap-Up11.3. Winning the Popularity Contest11.3.1. The Voting Process11.3.1.1. Tuesday's One-Hour Exercise11.3.1.2. Tuesday's Wrap-Up11.3.2. Applying Recommendations11.3.2.1. Wednesday's One-Hour Exercise11.3.2.2. Wednesday's Wrap-Up11.3.3. Getting There Faster11.3.3.1. Thursday's One-Hour Exercise11.3.3.2. Thursday's Wrap-Up11.3.4. Building Your Plan11.3.4.1. Friday's One-Hour Exercise11.3.4.2. Friday's Wrap-Up11.4. Chapter 11: The Main Points
12. Week 5: Social Interactions
12.1. Connecting the Dots12.2. Managing Social Information12.2.1. Events and Calendars12.2.1.1. Monday's One-Hour Exercise12.2.1.2. Monday's Wrap-Up12.2.2. SMS and Mobile Communications12.2.2.1. Tuesday's One-Hour Exercise12.2.2.2. Tuesday's Wrap-Up12.2.3. Status Notices and Bacn12.2.3.1. Wednesday's One-Hour Exercise12.2.3.2. Wednesday's Wrap-Up12.2.4. Feeds12.2.4.1. Thursday's One-Hour Exercise12.2.4.2. Thursday's Wrap-Up12.2.5. Social Information and Marketing12.2.5.1. Friday's One-Hour Exercise12.2.5.2. Friday's Wrap-Up12.3. Chapter 12: The Main Points
IV. Month 3: Complete Your Plan
13. Week 1: Objectives, Metrics, and ROI
13.1. The Basis for Social Media Metrics13.1.1. Define Your Objectives and Audience13.1.2. Behaviors that Drive Metrics13.1.3. What and Where to Measure13.1.3.1. Social Content Creation13.1.3.2. Relating Social Content and Specific Offers13.1.3.3. The Ultimate Goal: Conversion13.2. Choosing Social Media Metrics13.2.1. Metrics in Motion13.2.2. Content Metrics13.2.3. Relevance Metrics13.2.4. Impact Metrics13.3. Real-World Connections13.3.1. Audience13.3.2. Influence13.3.3. Engagement13.3.4. Loyalty13.3.5. Action13.4. Planning for Measurement13.4.1. Monday: Your Business Objectives13.4.1.1. Monday's One-Hour Exercise13.4.1.2. Monday's Wrap-Up13.4.2. Tuesday: Your Audience13.4.2.1. Tuesday's One-Hour Exercise13.4.2.2. Tuesday's Wrap-Up13.4.3. Wednesday: Content Metrics13.4.3.1. Wednesday's One-Hour Exercise13.4.3.2. Wednesday's Wrap-Up13.4.4. Thursday: Relevance Metrics13.4.4.1. Thursday's One-Hour Exercise13.4.4.2. Thursday's Wrap-Up13.4.5. Friday: Impact Metrics13.4.5.1. Friday's One-Hour Exercise13.4.5.2. Friday's Wrap-Up13.5. Chapter 13: The Main Points
14. Week 2: Present Your Social Media Plan
14.1. Choose Your Path14.1.1. Affirm Your Business Objectives14.1.2. Define Your Audience14.1.3. Choose Your Examples14.1.4. Monday: Build Your Foundation14.1.4.1. Monday's One-Hour Exercise14.1.4.2. Monday's Wrap-Up14.2. Define the Opportunity14.2.1. Social Feedback Cycle14.2.2. Touchpoint Map14.2.3. Net Promoter Score14.2.4. Tuesday: Choose Your Methods14.2.4.1. Tuesday's One-Hour Exercise14.2.4.2. Tuesday's Wrap-Up14.3. Select Your Channels14.3.1. Listening14.3.1.1. Social Platforms14.3.1.2. Social Content14.3.1.3. Social Interactions14.3.2. Outreach14.3.2.1. Social Platforms14.3.2.2. Social Content14.3.2.3. Social Interactions14.3.3. Wednesday: Pick Your Channels14.3.3.1. Wednesday's One-Hour Exercise14.3.3.2. Wednesday's Wrap-Up14.3.3.2.1. Plan Foundation (Monday)14.3.3.2.2. Statement of Opportunity (Tuesday)14.3.3.2.3. Selected Channels (Wednesday)14.4. Select Your Metrics14.4.1. Market Position14.4.2. Brand Health14.4.3. Growth and Profits14.4.4. Thursday: Verify Your Metrics14.4.4.1. Thursday's One-Hour Exercise14.4.4.2. Thursday's Wrap-Up14.4.4.2.1. Plan Foundation (Monday)14.4.4.2.2. Statement of Opportunity (Tuesday)14.4.4.2.3. Selected Channels (Wednesday)14.4.4.2.4. Metrics (Thursday)14.5. Write and Present Your Plan14.5.1. Friday: Wrap It Up14.5.1.1. Friday's One-Hour Exercise14.5.1.2. Friday's Wrap-Up14.6. Chapter 14: The Main Points
A. Worksheets
A.1. Worksheets: Part IIA.1.1. Chapters 4–7A.1.1.1. Chapter 4: Web 2.0: The Social WebA.1.1.2. Chapter 5: The Social Feedback CycleA.1.1.3. Chapter 6: Touchpoint AnalysisA.1.1.4. Chapter 7: Influence and MeasurementA.2. Worksheets: Part IIIA.2.1. Chapters 8–12A.2.1.1. Chapter 8: Build a Social Media CampaignA.2.1.2. Chapter 9: Social PlatformsA.2.1.3. Chapter 10: Social Content: MultimediaA.2.1.4. Chapter 11: Social Content: Reviews, Ratings, and RecommendationsA.2.1.5. Chapter 12: Social InteractionsA.3. Worksheets: Part IVA.3.1. Chapters 13–14A.3.1.1. Chapter 13: Objectives, Metrics, and ROIA.3.1.2. Chapter 14: Present Your Social Media Plan
B. Additional Social Media Resources
B.1. Industry ExpertsB.2. Industry BlogsB.3. Industry ResourcesB.4. Agencies and Social Media PractitionersB.5. Social Media PlatformsB.6. Social Networks and ServicesB.7. Metrics Platforms and Providers

Content preview from Social Media Marketing: An Hour a Day

Chapter 1. Backlash

In 2004 I read an article written jointly by Jim Nail, at the time a Principal Analyst at Forrester Research, and Pete Blackshaw, then Chief Marketing Officer for Intelliseek. They quantified and defined the extent to which a sample set of trend-indicating online consumers were "pushing back" against traditional media. This was a turning point for me — I was working at GSD&M IdeaCity, an ad agency in Austin, TX, where I was helping develop the online and integrated marketing strategy team. This was also around the time when the first contemporary social networks began to gain critical mass, something that caught my attention and became the focus of my work.
In this opening chapter, I'll cover the origin of the Social Web and ...

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Social Media Marketing: An Hour a Day

by Dave Evans, Susan Bratton

Chapter 1. Backlash

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