Social Media Marketing: An Hour A Day社会媒体营销
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作者： Dave Evans, Susan Bratton 著
出 版 社：
出版时间： 2008-10-1字数：版次： 1页数： 409印刷时间： 2008/10/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780470344026包装： 平装编辑推荐
作者简介：Dave Evans is an expert in social media marketing whose passion is tapping the power of the Social Web and applying it to business. Beginning in 1994, when he founded marketing consultancy Digital Voodoo, and continuing through his career in advertising, Dave has developed interactive communication programs for Microsoft, Hewlett-Packard, Southwest Airlines, AARP, the U.S. Air Force, AT&T, Wal-Mart, Dial, the PGA Tour, Chili's, Meredith Publishing, and many more. Dave is a ClickZ columnist and a frequent conference speaker, and has served on the advisory board for ad:tech as well as the Measurement and Metrics Council for the Word of Mouth Marketing Association.
内容简介
If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results. Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute a social media marketing campaign in just one hour a day. In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube.
目录
Foreword
Introduction
Part I The Foundation of Social Media
Chapter 1 Backlash
The Early Social Networks
The Pushback Begins
A Big Boost from an Unlikely Source
Why Does This Matter?
The Backlash: Measured and Formalized
Which Brings Us to Trust
Chapter 1: The Main Points
Chapter 2 The Marketer’s Dilemma
The Roots of Avoidance
Early Online Word-of-Mouth
The Social Web Blooms
Nielsen Shows the Way
Chapter 2: The Main Points
Chapter 3 What Is Social Media?
Social Media Defined
Is Social Media Accurate?
Social Media and Marketing
Social Media as a Guidepost
Social Media’s Impact on the Purchase Funnel
The Social Feedback Cycle
The Elements of Social Media
Chapter 3: The Main Points
Part II Month 1: Prepare for Social Marketing
Chapter 4 Week 1: Web 20: The Social Web
Social Networks: The Power of the Collective
Sarnoff’s Law
Metcalfe’s Law
Reed’s Law
Social Media Begins Here
Week 1: Engaging with Social Media
Monday: The Written Word
Using Blogs and Wikis
Finding Social Content
Tuesday: The Web Comes Alive with Multimedia
Tuesday’s One-Hour Exercise
Wednesday: Microblogs and Tagging
Thursday: RSS
Friday: Social Networks
Friday’s One-Hour Exercise
Chapter 4: The Main Points
Chapter 5 Week 2: The Social Feedback Cycle
Social Media in Marketing
Consideration and the Purchase Funnel
Consumer-Generated Media
Create Your Social Feedback Cycle
The Social Feedback Cycle
The Awareness Phase
The Point-of-Sale
Let the Games Begin
Your Social Feedback Cycle
Chapter 5: The Main Points
Chapter 6 Week 3: Touchpoint Analysis
Touchpoints and the Social Web
Identifying Touchpoints
Quantifying Touchpoints
Gather Your Touchpoint Data
Organize Your Data
Evaluate and Rank Your Data
Analyze Your Data
Plan Your Next Steps
Chapter 6: The Main Points
Chapter 7 Week 4: Influence and Measurement
Influence and the Social Web
Quantifying the Conversation
Influence and Metrics
Applying Influence: Social Media
Metrics: From Influence to ROI
Chapter 7: The Main Points
Part III Month 2: Social Media Channels
Chapter 8 Week 1: Build a Social Media Campaign
How Is Social Media Different?
Quantifying the Social Feedback Cycle
Combining Touchpoints and Feedback
Applying Social Media Metrics
Social Media Channels
Making Sense of the Channels
Social Media and the Purchase Funnel
The Point of Sale and Beyond
Refining Your Plan
Putting Your Framework Together
Chapter 8: The Main Points
Chapter 9 Week 2: Social Platforms
Social Networks
Personal Social Networks
Business Social Networks
Participation Is Everything
White-Label Platforms
Support Forums, Message Boards, and Communities
Customer Communities
Working with Social Platforms
Chapter 9: The Main Points
Chapter 10 Week 3: Social Content: Multimedia
Advertising and the Social Web
The Multimedia Channels
Blogging
Corporate Blogs
Microblogs
Photo and Video Sharing
Audio and Video Podcasting
Your Social Media Marketing Plan
Pulling Things Together
Chapter 10: The Main Points
Chapter 11 Week 4: Social Content: Reviews, Ratings, and Recommendations
Building Consensus
Consensus and Marketing
Ratings
Reviews
Recommendations
Putting It All Together
Winning the Popularity Contest
The Voting Process
Applying Recommendations
Getting There Faster
Building Your Plan
Chapter 11: The Main Points
Chapter 12 Week 5: Social Interactions
Connecting the Dots
Managing Social Information
Events and Calendars
SMS and Mobile Communications
Status Notices and Bacn
Feeds
Social Information and Marketing
Chapter 12: The Main Points
Part IV Month 3: Complete Your Plan
Chapter 13 Week 1: Objectives, Metrics, and ROI
The Basis for Social Media Metrics
Define Your Objectives and Audience
Behaviors that Drive Metrics
What and Where to Measure
Choosing Social Media Metrics
Metrics in Motion
Content Metrics
Relevance Metrics
Impact Metrics
Real-World Connections
Audience
Influence
Engagement
Loyalty
Action
Planning for Measurement
Your Business Objectives
Your Audience
Content Metrics
Relevance Metrics
Impact Metrics
Chapter 13: The Main Points
Chapter 14 Week 2: Present Your Social Media Plan
Choose Your Path
Affirm Your Business Objectives
Define Your Audience
Choose Your Examples
Monday: Build Your Foundation
Define the Opportunity
Social Feedback Cycle
Touchpoint Map
Net Promoter Score
Tuesday: Choose Your Methods
Select Your Channels
Listening
Outreach
Wednesday: Pick Your Channels
Select Your Metrics
Market Position
Brand Health
Growth and Profits
Thursday: Verify Your Metrics
Write and Present Your Plan
Friday: Wrap It Up
Chapter 14: The Main Points
Appendix A Worksheets
Worksheets Part II
Worksheets Part III
Worksheets Part IV
Appendix B Additional Social Media Resources
Index
