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Make friends and sell things to people through social media
Social media technology is restlessly inventive, providing thousands of awesome ways for you to market your business inexpensively and on a large scale--often directly into the pockets of consumers. But in the proliferating, ever-changing world of tweets, influencers, handles, and alerts, it can be hard to know where to begin and then to evaluate what's actually working for you. In the new edition of Social Media Marketing for Dummies, leading SMM voices Shiv Singh and Stephanie Diamond clear away the confusion and show you the smartest, most effective ways to plan, launch, manage, and assess your campaigns--and then iterate and optimize for increased success.
Incorporating the latest trends and presented in a friendly, easily digestible step-by-step style, you'll find the ultimate blueprint for developing your best SMM strategy. In no time, you'll find out how to line up with Facebook, Twitter, Tumblr, and Google, develop a unique and compelling voice, and influence your key audience all the way to the bank.
Choose the best SMM combination for you
Avoid common mistakes and pitfalls
Track your customers from awareness to retention
Try out the latest stuff that really works
Whether your organization is large or small, it simply doesn't pay to be shy. Find your voice, get social, and chat your way to attracting and keeping new customers today!
Autorentext
Shiv Singh is the Chief Marketing Officer at Eargo Inc. He was formerly an SVP of Marketing at Visa Inc. and prior to that was the Global Head of Digital for PepsiCo Beverages. He is a leading voice in social media marketing.
Stephanie Diamond is president of Digital Media Works, a firm offering e-commerce and branding assistance to businesses. She is also the author of Content Marketing Strategies For Dummies.
Klappentext
Chat your way to sales success!
Are you an independent entrepreneur? Or do you work in marketing? Would you like to? Then the ability to skillfully use social media marketing is a must. In this book, two experts on the topic share their knowledge in easy-to-understand chunks, helping you discover how to navigate the ever-changing social media playing field. Recognize the role of influencers, choose the right distribution channels, become a persuader, create and curate content, learn to be flexible, and see how social media fits with your other marketing tools. Inside...
Zusammenfassung
Make friends and sell things to people through social media
Social media technology is restlessly inventive, providing thousands of awesome ways for you to market your business inexpensively and on a large scaleoften directly into the pockets of consumers. But in the proliferating, ever-changing world of tweets, influencers, handles, and alerts, it can be hard to know where to begin and then to evaluate what's actually working for you. In the new edition of Social Media Marketing for Dummies, leading SMM voices Shiv Singh and Stephanie Diamond clear away the confusion and show you the smartest, most effective ways to plan, launch, manage, and assess your campaignsand then iterate and optimize for increased success.
Incorporating the latest trends and presented in a friendly, easily digestible step-by-step style, you'll find the ultimate blueprint for developing your best SMM strategy. In no time, you'll find out how to line up with Facebook, Twitter, Tumblr, and Google, develop a unique and compelling voice, and influence your key audience all the way to the bank.
Inhalt
Introduction 1
About This Book 1
Foolish Assumptions 2
Icons Used in This Book 2
Where to Go from Here 3
Part 1: Getting Started With Social Media Marketing 5
Chapter 1: Understanding Social Media Marketing 7
Defining Social Media Marketing 8
Learning about the Roles People Play 9
Changing roles of the social media marketer 10
Understanding the role of the influencer 12
Considering the types of influencers 14
Influencing on digital platforms 16
Comparing Social Media Marketing with Other Marketing Efforts 18
Direct mail 18
Public relations 19
Online advertising 20
Promotions 22
Taking Social Influence Beyond Marketing 23
Using social influencers to mobilize 24
Marketers as better corporate citizens 25
Social graphs for social change 27
Chapter 2: Discovering Your SMM Competitors 29
Classifying Consumer Activities 30
Researching Your Customers' Online Activities 34
Identifying Personas 38
Analyzing Competitor Efforts 40
Setting up Google Alerts 41
Setting up Twitter alerts 43
Monitoring social networks 44
Tracking competitor websites 44
Researching Your Competitors' Campaign Support 44
Conducting qualitative research 44
Running surveys and quantitative research 45
Seeing why all consumers are not created equal 46
Dipping into Hot SMM Concepts 48
Discovering gamification 48
Choosing localized marketing 49
Creating an app for that 49
Chapter 3: Getting in the Social Media Marketing Frame of Mind 51
Putting SMM in the Context of the Marketing Funnel 52
SMM at the awareness stage 53
SMM at the consideration stage 56
SMM at the preference stage 59
SMM at the action stage 60
SMM at the loyalty stage 61
Deepening Your SMM Relationship 63
SMM for customer service 63
SMM with offline marketing 65
SMM in the world of real-time marketing 66
Treating SMM Differently from Brand Marketing 68
SMM in the context of brand marketing 68
SMM in the context of direct-response marketing 69
Tying SMM with brand marketing and direct response 70
Part 2: Practicing SMM On The Social Web 71
Chapter 4: Launching SMM Campaigns 73
Discovering the Types of SMM Campaigns 73
Influencer outreach 74
UGC contests 75
Brand utilities 76
Podcasting 77
Sponsored conversations 77
Recognizing What Makes a Good SMM Campaign 78
Creating Your SMM Roadmap 79
Define your objectives 80
Develop a powerful story/experience 80
Create an action plan 81
Craft the content path 82
Execute for influence 83
Create partnerships 83
Track the results 84
Participating Four Rules of the Game 85
Be authentic 85
Give participants equal status 88
Let go of the campaign 88
Killing the Campaign Expiry Date 88
Monitoring Brands and Conversations 91
Responding to Criticism 92
Chapter 5: Developing Your SMM Voice 95
Figuring Out Why You Need an SMM Voice 96
Defining SMM Voice Characteristics 97
Multiple and authentic 97
Transparent and easy to find 97
Engaging and conversational 98
Social web savvy 98
Unique to the person 98
Distinguishing Between SMM Voices and Brand Voices 99
Outlining SMM Voice Objectives 100 Choosing the ...