Social Media Marketing

Dave Evans 지음

Sybex 2012년 02월 15일 출간

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Updated with 100 pages of new content, this edition is better than everIn 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 campaignsHighlights the latest you should know about Facebook, Twitter, and Google+; as well as mobile- and location-based services such as Foursquare and GowallaShows you how to track and measure results and integrate that information into your overall marketing planFeatures case studies, step-by-step instructions, and hands-on tutorialsIf 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.

목차

Foreword xixIntroduction xxiPart I The Foundation of Social Media 1Chapter 1 Backlash 3The Early Social Networks 4The Pushback Begins 6A Big Boost from an Unlikely Source 6Why Does This Matter? 7The Backlash: Measured and Formalized 11The Main Points 14Chapter 2 The Marketer&-s Dilemma 15The Roots of Avoidance 16Early Online Word of Mouth 19The Social Web Blooms 26Nielsen Adds Social Metrics 28The Main Points 30Chapter 3 What Is Social Media? 31Social Media Defined 32Is Social Media Accurate? 34Social Media and Marketing 37Social Media as a Guidepost 39Social Media&-s Impact on the Purchase Funnel 41The Social Feedback Cycle 42The Elements of Social Media 45The Main Points 48Part II Month 1: Prepare for Social Marketing 49Chapter 4 Week 1: Web 2.0, The Social Web 51Social Networks: The Power of the Collective 52Sarnoff's Law 53Metcalfe's Law 53Reed's Law 54Social Media Begins Here 56Week 1: Engaging with Social Media 57Monday: Using Blogs and Wikis 58Tuesday: Multimedia 62Wednesday: Microblogs and Tagging 66Thursday: RSS 70Friday: Social Networks 73The Main Points 78Chapter 5 Week 2: The Social Feedback Cycle 79Social Media in Marketing 80Consideration and the Purchase Funnel 83Consumer-Generated Media 87Create Your Social Feedback Cycle 92The Social Feedback Cycle 92Monday: Define Campaign Objectives 93Tuesday: The Awareness Phase 95Wednesday: The Point of Sale 96Thursday: Gathering Insights 98Friday: Your Social Feedback Cycle 101The Main Points 103Chapter 6 Week 3: Touchpoint Analysis 105Touchpoints and the Social Web 106Identifying Touchpoints 110Quantifying Touchpoints 113Monday: Gather Your Touchpoint Data 114Tuesday: Organize Your Data 118Wednesday: Evaluate and Rank Your Data 123Thursday: Analyze Your Data 127Friday: Pl

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저자(글) Dave Evans

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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.