Social media marketing: an hour a day
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Indianapolis, Ind.
Wiley
2012
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | Serious skills
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 355-375) and index |
| Beschreibung: | XXIV, 406 S. Ill., graph. Darst. 24 cm |
| ISBN: | 9781118194492 |
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| 245 | 1 | 0 | |a Social media marketing |b an hour a day |c Dave Evans |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Indianapolis, Ind. |b Wiley |c 2012 | |
| 300 | |a XXIV, 406 S. |b Ill., graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
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| 490 | 0 | |a Serious skills | |
| 500 | |a Includes bibliographical references (p. 355-375) and index | ||
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Social media |x Marketing | |
| 650 | 4 | |a Social marketing | |
| 650 | 4 | |a Customer relations | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Titel: Social media marketing
Autor: Evans, Dave
Jahr: 2012
Contents
Foreword xix
Introduction xxi
Part I The Foundation of Social Media l
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: Metrics-From 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 Content-Text, 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: Experience Audio and Video Podcasting 233
Friday: Create Your Social Media Marketing Plan 238
The Main Points........................................240
Chapter 11 Week 4: Social Content-Ratings, Reviews, and Recommendations 241
Marketplace Conversations................................242
Building Consensus...................................... 244
Monday: Understand Consensus and Marketing 245
Tuesday: Win the Popularity Contest 254
Wednesday: Apply Recommendations 258
Thursday: Get There Faster 260
Friday: Build Your Plan 265
The Main Points........................................267
Chapter 12 Week 5: Social Interactions 269
Connecting the Dots.....................................270
Managing Social Information..............................271
Monday: Events and Calendars 275
Tuesday: Mobile and Location-Based Media 280
Wednesday: Status Notices and Activity Streams 283
Thursday: Activity Feeds 285
Friday: Social Information and Marketing 288
The Main Points........................................291
Part IV Month 3: Complete Your Plan 293
Chapter 13 Week 1: Objectives, Metrics, and ROI 295
The Basis for Social Media Metrics..........................296
Define Your Objectives and Audience 296
Key Performance Indicators 297
What and Where to Measure 298
Choosing Social Media Metrics............................. 302
Metrics in Motion 303
Content Metrics 303
Relevance Metrics 305
Impact Metrics 306
Real-World Connections..................................307
Audience 308
Influence 309
Engagement 309
Loyalty 310
Action 311
Planning for Measurement................................312
Monday: Your Business Objectives 313
Tuesday: Your Audience 313
Wednesday: Content Metrics 315
Thursday: Relevance Metrics 316
Friday: Impact Metrics 317
The Main Points........................................318
Chapter 14 Week 2: Present Your Social Media Plan 319
Create Your Plan........................................320
Monday: Affirm Your Business Objectives 322
Tuesday: Define the Opportunity and Choose Your Methods 325
Wednesday: Select Your Channels 330
Thursday: Select Your Metrics 337
Friday: Write and Present Your Plan 341
The Main Points........................................342
Appendix A Worksheets 343
Worksheets Part II.......................................344
Chapters 4-7........................................... 344
Chapter 4: Week 1: Web 2.0, The Social Web 344
Chapter 5: Week 2: The Social Feedback Cycle 349
Chapter 6: Week 3: Touchpoint Analysis 353
Chapter 7: Week 4: Influence and Measurement 357
Worksheets Part III......................................362
Chapters 8-12..........................................362
Chapter 8: Week 1: Build a Social Media Campaign 362
Chapter 9: Week 2: Social Platforms 366
Chapter 10: Week 3: Social Content-Text, Photos, Audio, and Video 369
Chapter 11: Week 4: Social Content-Ratings, Reviews,
and Recommendations 372
Chapter 12: Week 5: Social Interactions 375
Worksheets Part IV......................................379
Chapters 13 14.......................................379
Chapter 13: Week 1: Objectives, Metrics, and ROI 379
Chapter 14: Week 2: Present Your Social Media Plan 382
Appendix B Additional Social Media Resources 387
Industry Experts........................................388
Industry Blogs and Resources..............................388
Agencies and Social Media Practitioners......................389
Social Networks and Services..............................389
Metrics Platforms and Listeners............................390
Index 391
|
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| dewey-search | 658.8/72 |
| dewey-sort | 3658.8 272 |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV040109735 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:17:05Z |
| institution | BVB |
| isbn | 9781118194492 |
| language | English |
| lccn | 2010034662 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-024966093 |
| oclc_num | 796208293 |
| open_access_boolean | |
| owner | DE-1051 DE-2070s DE-1050 DE-Aug4 DE-703 |
| owner_facet | DE-1051 DE-2070s DE-1050 DE-Aug4 DE-703 |
| physical | XXIV, 406 S. Ill., graph. Darst. 24 cm |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
| publisher | Wiley |
| record_format | marc |
| series2 | Serious skills |
| spelling | Evans, Dave Verfasser aut Social media marketing an hour a day Dave Evans 2. ed. Indianapolis, Ind. Wiley 2012 XXIV, 406 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Serious skills Includes bibliographical references (p. 355-375) and index Internet marketing Social media Marketing Social marketing Customer relations Erscheint auch als Online-Ausgabe 978-1-118-22767-1 Erscheint auch als Online-Ausgabe 978-1-118-24054-0 Erscheint auch als Online-Ausgabe 978-1-118-26527-7 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024966093&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Evans, Dave Social media marketing an hour a day Internet marketing Social media Marketing Social marketing Customer relations |
| title | Social media marketing an hour a day |
| title_auth | Social media marketing an hour a day |
| title_exact_search | Social media marketing an hour a day |
| title_full | Social media marketing an hour a day Dave Evans |
| title_fullStr | Social media marketing an hour a day Dave Evans |
| title_full_unstemmed | Social media marketing an hour a day Dave Evans |
| title_short | Social media marketing |
| title_sort | social media marketing an hour a day |
| title_sub | an hour a day |
| topic | Internet marketing Social media Marketing Social marketing Customer relations |
| topic_facet | Internet marketing Social media Marketing Social marketing Customer relations |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024966093&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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