| Weiterer Inhalt |
Contents; The Business Case; The Power of Social Media; Beloved Brands Thrive in Social Media; Leveraging the Network Effect; Three Vital Ingredients and "Social Proof"; Setting Goals and Tactics; Customer Service 2.0; How to Calculate Social Media ROI; The Other ROI: Risk of Ignoring; Summary; Best Practices; What's the Big Idea?; Social Media Strategy; One Channel, Many Functions; Listening; Planning; Community Management; Pursuing and Cultivating "Influentials"; Promoting Your Online Community; Tapping the Network Effect; Be Remarkable; Summary; The Platforms; Social Media Market Share. Engagement vs. MarketingFacebook; Twitter; Google+; LinkedIn; YouTube; Pinterest; Foursquare; Niche Networks; Proprietary Networks; Blogging; Mobile; Summary; Advertising and Promotion; Your Social Ad Budget; Goals and Tests: Where Are Social Ad Dollars Going?; Measure Results-and Rebalance; Combatting Social Media Fatigue; Promotion and "Earned Media"; Don't Go There; Summary; Facebook Advertising; Managing Your Facebook Ads; Marketplace Ads; External URLs; Facebook Object Ads; Page Post Ads; Sponsored Stories; Promoted Posts; Adding Social Activity to Ads; Targeting; CPC or CPM?. Create Facebook Ads That WorkLocal Businesses: Facebook Offers; Facebook Sponsored Search Results; Remarketing with Facebook Exchange; Custom Audiences; Action Spec Targeting; Facebook Premium Ads; Going Mobile; The New Stuff; Do Facebook Ads Really Work?; Summary; Advertising on Twitter and Other Networks; Twitter; Promoted Accounts, Tweets, and Trends; Interest-Targeting on Twitter; YouTube; YouTube Video Remarketing; Brand Channels; Home-Page and Display Advertising; LinkedIn; Google+; StumbleUpon; Yelp; TripAdvisor; Other Platforms; Summary; Operations; Who Owns Social Media?. Planning Your Social Media ProgramBudget Accurately; Social Media Certification; Basic Documents You Need; Publishing Management; Building Your Social Media Dream Team; Choosing a Social Media Agency; Technology Infrastructure; Hardware; Software; Monitoring Tools; Publishing and Management Tools; Ad-Management Tools; Campaign Platforms; Analytics Platforms; Damage Control; Your Social Media Command Center; Summary; Measuring Success; What Are Your Goals?; What Is a Facebook Fan Really Worth?; Social Media Analytics; Tools for Social Media Analytics; Your Online Community; Facebook Insights. Your Brand in the Social SphereImpact on Your Online Business; Impact on Your Offline Business; Brand Engagement Metrics; Social Media Software; HootSuite; Radian6; Other Platforms; It's Only Anecdotal…; Anointing Your Influentials; Summary; Advanced Social Media Campaigns; How the Network Effect Can Turbocharge Your Marketing; Advocacy and Social Marketing Platforms; BuddyMedia; ePrize; Extole; Offerpop; Social Annex; SocialTwist; ShopSocially; Vitrue; Wildfire; To Discount, or Not to Discount?; Sweepstakes Promotions; Contests and Voting; Gamification; Tab Development; Charitable Campaigns. Buzz: Word of Mouth, Promotion, and Going Viral |
| Kurzbeschreibung |
Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn’t whether to take your business onto social media platforms-but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated-like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up. The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author’s own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it’s ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz. |
