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Social Media Marketing

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Updated with 100 pages of new content, this edition is better than ever In the newest edition of his top-selling book, social med... Lire la suite
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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.


About the Author

Dave Evans is a VP of social strategy at Social Dynamx, a software firm delivering a scalable social media platform for customer care. Dave has been involved with social media programs for clients including Intel, Dell, Pepsi, the Dallas/Fort Worth and Bangalore International Airports, and others. He serves on the advisory boards for social technology startups including Friend2Friend and Netbase. He is also a ClickZ columnist and frequent keynote presenter, and has served on the advisory board for ad:tech and the Measurement and Metrics Council for the Word of Mouth Marketing Association.

Texte du rabat

Create an Integrated, Successful Social Media Strategy

A Step-by-Step Guide

Using the proven An Hour a Day methodology, the exciting new edition of this industry bestseller helps marketers build winning social media programs with the latest platforms, tools, and technologies. You'll find solid advice and practical tips, learn the latest tactics for Facebook and Twitter, get up to speed on mobile marketing, find great techniques for adding location-based services to your current social media efforts, get current with the latest listening and analytics platforms, and much more.

This practical guide demystifies the process, dispels the myths, and empowers you to develop and implement an effective, day-by-day plan for social media marketing success.

  • Learn with specific, hands-on exercises
  • Effectively pitch a successful social media campaign inside your company
  • Get to the sweet spot of social media marketingthe consideration phase
  • Master crucial techniques for Twitter®, Facebook®, and Google+™
  • Plunge into mobile social with location-based services like Foursquare®
  • Use the newest measurement tools to quantitatively show your success
  • You'll also find:

    • Best practices for launching your social media program
    • Great ideas for collaborative technologies to accelerate your business
    • Real-world case studies that illustrate successes to learn from and mistakes to avoid

    Praise for Social Media Marketing: An Hour a Day, Second Edition

    "If you're looking for the definitive guide on social media, look no more. You are holding it in your hands."
    Kip Knight, President, KnightVision Marketing, and former vice president of marketing, eBay

    "This is an important book not just for marketers but for all business leaders. It's a must-read for current and future business leaders of all types!"
    Gautam Ghosh, Platform Evangelist and India Marketing Head, BraveNewTalent

    "The thing I appreciate most about Dave's book is that it is not only prescriptive but also built to fit into the busy schedule of any marketer (or executive). A must-read for anyone interested in putting social media marketing into practice."
    Aaron Strout, Head of Location-Based Marketing, WCG

    "This practical guidebook integrates social strategy with the tools and metrics. I have used it with clients and business students with great results."
    Ira Kaufman, PhD, Assistant Professor, Lynchhburg College, and President, Entwine Digital

    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: MetricsFrom 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 Networks 186

    Monday: Build a Social Network 187

    Tuesday: Participate in the Social Web 193

    Wednesday: Social Application Platforms 197

    Thursday: Understand Customer Communities 203

    Friday: Work with Social Platforms 206

    The Main Points 211

    Chapter 10 Week 3: Social ContentText, Photos, Audio, and Video 213

    Advertising and the Social Web 214

    Monday: Explore Corporate Blogs 214

    Tuesday: Experience Microblogs 221

    Wednesday: Consider Photo and Video Sharing 226

    Thursday: ...

    Informations sur le produit

    Titre: Social Media Marketing
    Code EAN: 9781118240540
    ISBN: 978-1-118-24054-0
    Protection contre la copie numérique: Adobe DRM
    Format: eBook (epub)
    Producteur: Wiley
    Editeur: Sybex
    Genre: Internet
    nombre de pages: 432
    Parution: 15.02.2012
    Année: 2012
    Auflage: 2. Aufl.
    Taille de fichier: 8.8 MB