Paid, owned, earned: maximizing marketing returns in a socially connected world
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
2012
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xiv, 279 p. ill. 24 cm |
| ISBN: | 9780749465629 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV040550779 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 121120s2012 xxka||| |||| 00||| eng d | ||
| 010 | |a 2011038487 | ||
| 020 | |a 9780749465629 |c pbk. |9 978-0-7494-6562-9 | ||
| 035 | |a (DE-599)BVBBV040550779 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxk |c GB | ||
| 049 | |a DE-1049 | ||
| 050 | 0 | |a HF5415.13 | |
| 082 | 0 | |a 658.8 | |
| 100 | 1 | |a Burcher, Nick |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Paid, owned, earned |b maximizing marketing returns in a socially connected world |c Nick Burcher |
| 264 | 1 | |a London |b Kogan Page |c 2012 | |
| 300 | |a xiv, 279 p. |b ill. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Online social networks | |
| 650 | 4 | |a Digital media | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe |z 978-0-7494-6563-6 |
| 856 | 4 | 2 | |m SWB Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025396490&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-025396490 | ||
Datensatz im Suchindex
| _version_ | 1804149644183207936 |
|---|---|
| adam_text | IMAGE 1
PAID, OWNED,
EARNED M O O
W@L7
N
NICKBURCHER
KOGANPAGE
LONDON PHILADELPHIA NEW DELHI
IMAGE 2
CONTENTS
ABOUT THIS BOOK XII FOREWORD XIII
INTRODUCTION 1
HI, MY NAME IS KAREN 1 GOING VIRAL 2 #UNKAREN AND THE SPIRIT OF HC
ANDERSEN 3 DENMARK S A LIBERAL COUNTRY, BUT THEY RE NOT CRAZY... 4 YOU
CAN T PUT IT BACK IN... 5
MY NAME IS DITTE 6 THE PAID, OWNED, EARNED JIGSAW 7
01 HOW THE WORLD OF PAID, OWNED, EARNED WORKS G
DEFINING THE ELEMENTS 9 THE SHANNON-WEAVER MODEL OF COMMUNICATION AND
PAID MEDIA - THE TRADITIONAL MODEL OF ADVERTISING 10 ALWAYS-ON OWNED
MEDIA - CHANGING THE WAY THAT THE MESSAGE IS
RECEIVED 14 THE CHANGING NATURE OF CONSUMERS - CONSUMERS AS SENDERS,
CONSUMERS AS PRODUCERS - AND REDRAWING THE SHANNON-WEAVER
MODEL 17 EXPLAINING HOW PAID, OWNED AND EARNED LINK TOGETHER 21 KEY
POINTS 31
02 LISTENING 33
SOFT AND YIELDING LIKE A NERF BALL - AN INTRODUCTION TO LISTENING TO
YOUR CUSTOMERS 33 IMPROVING PRODUCT AND CUSTOMER SATISFACTION THROUGH
LISTENING 34 USING DATA FROM GOOGLE AND FACEBOOK FOR ACTIONABLE INSIGHT
36
USING LISTENING TOOLS 38 DIFFERENT TOOLS, DIFFERENT CAPABILITIES,
DIFFERENT COSTS 41 DEALING WITH SPAM, SARCASM AND SLANG 43 THE PROBLEMS
WITH ALLOCATING LANGUAGE AND LOCATION 48
IMAGE 3
CONTENTS
HOW CADBURY USED LISTENING TO BRING BACK A CLASSIC CHOCOLATE BAR 49
USING LISTENING DATA TO POWER AN OWNED MEDIA SPACE AND DRIVE ADVOCACY 50
USING LISTENING IN CRISIS MANAGEMENT 53 KEY POINTS 54
03 CONTENT HUBS AND COMMUNITIES 55
BUILDING AN OWNED MEDIA CONTENT HUB 55 MARKETING TO COMMUNITIES 57
BUILDING BESPOKE, BRAND-SPECIFIC COMMUNITIES 60 THE IMPORTANCE OF BRAND
PROFILES AND CONTENT HUBS 62 THE MECHANICS OF THE SOCIAL GRAPH 65
CONFIGURING AND MANAGING FACEBOOK PAGES 66 USING A CONTENT CALENDAR TO
PLAN AND MANAGE UPDATES 74 MAPPING HUBS AND CONTENT CONNECTIONS 76 KEY
POINTS 79
04 CONTENT SO
TV ADVERTISEMENTS AS BRANDED CONTENT 80 WEAVING BRANDS INTO THE
NARRATIVE RATHER THAN THE ADVERTISEMENT BREAK 82 DEVELOPING CONTENT -
COLLABORATING WITH THE NEW PRODUCERS 84
DEVELOPING CONTENT TO MATCH SEARCH BEHAVIOUR 85 DEVELOPING CONTENT IN
LINE WITH TRENDS 87 DEVELOPING CONTENT: HARNESSING THE PEOPLE S NETWORK
90 USER-GENERATED CONTENT COMPETITIONS: THE TRADE-OFF BETWEEN EARNED
MEDIA AND CONTROL 94 JUST MAKE GREAT STUFF! 99 KEY POINTS 100
05 OPTIMIZATION 101
DISCOVERY STRATEGY AND THE PRINCIPLES OF SEARCH ENGINE OPTIMIZATION
(SEO) 101 THE RULES OF SOCIAL MEDIA OPTIMIZATION (SMO) 104 MAXIMIZE
VISIBILITY BY MAKING SHARING EASY 105
CONVERSION OPTIMIZATION AND THE APPROACH OF TEST AND LEARN 107 HOW
CONTENT TRAVELS THROUGH SUBSCRIPTION MECHANISMS AND RSS 109 HOW SOCIAL
NETWORKS REFER TRAFFIC AND BOOST AUDIENCE 110
IMAGE 4
CONTENTS
INTEGRATING FACEBOOK TO SITES AND CONTENT VIA FACEBOOK CONNECT 113
USING PERSONALIZATION TO BOOST SHARING 115 THE EXPANDED RANGE OF
FACEBOOK SOCIAL PLUG-INS 117 REAL-WORLD LIKE 119
KEY POINTS 122
06 SEEDING AND VIRAL DISTRIBUTION 124
THE MAN IN THE PUB AND THE TWO-STEP THEORY OF RECEIVING 124 DIFFUSION
AND THE ROLE OF INFLUENTIAL IN HELPING THINGS TO SPREAD 129 DREAMS CAN
COME TRUE - THE TRADITIONAL DIFFUSION PROCESS 132 IDENTIFYING AND
REACHING OUT TO INFLUENCERS 134
THE PARADOX OF CHOICE AND THE CHANGING ROLE OF THE MAN IN THE PUB 136
FLOW OF INFLUENCE VERSUS FLOW OF INFORMATION 138 HOW PEOPLE ARE
CONNECTED IN A NETWORKED WORLD AND WHAT IT MEANS
FOR THE SPREAD OF CONTENT 140 THE RICH GET RICHER: THE INFLUENCE OF
CRITICAL MASS 148 THE ROLE OF MASS MEDIA IN EARNED MEDIA SPREAD 150
PLANNING FOR EARNED MEDIA AMPLIFICATION 153
USING THE LOTS-OF-FIRES APPROACH TO DRIVE CRITICAL MASS 155 PERFORMANCE
DISTRIBUTION - NEW PAID MEDIA SOLUTIONS TO DRIVE CRITICAL MASS 156 THE
BENEFITS OF USING PAID TO DRIVE EARNED 159 KEY POINTS 160
07 BROADCAST 161
TV VERSUS AV: THE MEDIUM IS THE MESSAGE - DIFFERENT ADVERTISEMENTS FOR
DIFFERENT PLATFORMS 161 BROADCAST PAID MEDIA AS A CONTENT GATEWAY 163 TV
DRIVING ALWAYS-ON SOCIAL HUBS 167
HOW SIMULTANEOUS CHANNEL VIEWING IS CREATING AN AMPLIFIED PRESENT 168 TV
DRIVING CONVERSATION ON TWITTER 170 TWITTER CONVERSATION DRIVING TV
VIEWING 172
REAPPRAISING TRADITIONAL TV PLANNING - HOW YEO VALLEY HARNESSED THE
AMPLIFIED PRESENT 174 CROWDSOURCING THE CREATIVE TO BUILD PRE-LAUNCH
BUZZ 175 KEY POINTS 179
IMAGE 5
CONTENTS
08 PERFORMANCE ISO
GORILLAS GOING UNNOTICED - THE IMPORTANCE OF RELEVANCE 180 HOW GOOGLE
ADVERTISING TAPS THE FEEDBACK LOOP TO REWARD
RELEVANCE 181
THE DIFFERENT MOTIVATIONS BEHIND WHY PEOPLE SEARCH 183
USING PAID SEARCH FOR BRANDING AND CREATIVITY 186
USING COOKIES AND DATA TO ENHANCE THE EFFECTIVENESS
OF ONLINE DISPLAY CAMPAIGNS 188
USING COOKIE DATA TO RE-TARGET POTENTIAL LEADS 190
USING NETWORK NEIGHBOURS TO EXPAND TARGETING POOLS 192
FACEBOOK ADVERTISEMENTS 195
FACEBOOK PAID MEDIA TARGETING OPTIONS 197
EXECUTING PAID ADVERTISEMENTS ON FACEBOOK 199
DATA PROTECTION AND PRIVACY 200
KEY POINTS 201
09 RESPONDING 202
HOW RESPONDING IN A SOCIALLY CONNECTED WORLD CAN DRIVE ADVOCACY AND
BUSINESS RESULTS 202
ENGAGING THE ENEMY - CREATING POLICIES AND STRUCTURES
IN ORDER TO RESPOND EFFECTIVELY 205
HOW A PROACTIVE APPROACH TO RESPONDING CAN
CHANGE CUSTOMER PERCEPTIONS 210
USING FACEBOOK FOR REAL-TIME CUSTOMER SERVICE - SASAND HEATHROW 213
USING RESPONDING TO DRIVE EARNED MEDIA COVERAGE 218
RESPONDING AS PART OF A BRANDED CONTENT STRATEGY 220
KEY POINTS 225
10 M E A S U R E M E NT 226
CALCULATING THE VALUE OF MARKETING 226
SETTING OBJECTIVES AND GOALS 227
THE NEED FOR MULTI-CHANNEL METRICS 228
THE PROBLEM WITH JUST MEASURING THE LAST CLICK 230
MEASURING OWNED AND EARNED MEDIA 234
ESTABLISHING THE VALUE OF A FAN 235
EXPRESSIONS NOT IMPRESSIONS 239
IMAGE 6
CONTENTS
BUSINESS OUTCOMES, NOT VIRALITY MEASURES - HERO REVISITED 241
BRINGING IT ALL TOGETHER 243 KEY POINTS 244
CONCLUSION 245
NOTES 247 INDEX 271
|
| any_adam_object | 1 |
| author | Burcher, Nick |
| author_facet | Burcher, Nick |
| author_role | aut |
| author_sort | Burcher, Nick |
| author_variant | n b nb |
| building | Verbundindex |
| bvnumber | BV040550779 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
| callnumber-sort | HF 45415.13 |
| callnumber-subject | HF - Commerce |
| ctrlnum | (DE-599)BVBBV040550779 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01337nam a2200373zc 4500</leader><controlfield tag="001">BV040550779</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">121120s2012 xxka||| |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2011038487</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780749465629</subfield><subfield code="c">pbk.</subfield><subfield code="9">978-0-7494-6562-9</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV040550779</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxk</subfield><subfield code="c">GB</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1049</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.13</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Burcher, Nick</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Paid, owned, earned</subfield><subfield code="b">maximizing marketing returns in a socially connected world</subfield><subfield code="c">Nick Burcher</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London</subfield><subfield code="b">Kogan Page</subfield><subfield code="c">2012</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">xiv, 279 p.</subfield><subfield code="b">ill.</subfield><subfield code="c">24 cm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Internet marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Online social networks</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Digital media</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Online-Ausgabe</subfield><subfield code="z">978-0-7494-6563-6</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">SWB Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025396490&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-025396490</subfield></datafield></record></collection> |
| id | DE-604.BV040550779 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:26:18Z |
| institution | BVB |
| isbn | 9780749465629 |
| language | English |
| lccn | 2011038487 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025396490 |
| open_access_boolean | |
| owner | DE-1049 |
| owner_facet | DE-1049 |
| physical | xiv, 279 p. ill. 24 cm |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Burcher, Nick Verfasser aut Paid, owned, earned maximizing marketing returns in a socially connected world Nick Burcher London Kogan Page 2012 xiv, 279 p. ill. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing Management Internet marketing Online social networks Digital media Erscheint auch als Online-Ausgabe 978-0-7494-6563-6 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025396490&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Burcher, Nick Paid, owned, earned maximizing marketing returns in a socially connected world Marketing Management Internet marketing Online social networks Digital media |
| title | Paid, owned, earned maximizing marketing returns in a socially connected world |
| title_auth | Paid, owned, earned maximizing marketing returns in a socially connected world |
| title_exact_search | Paid, owned, earned maximizing marketing returns in a socially connected world |
| title_full | Paid, owned, earned maximizing marketing returns in a socially connected world Nick Burcher |
| title_fullStr | Paid, owned, earned maximizing marketing returns in a socially connected world Nick Burcher |
| title_full_unstemmed | Paid, owned, earned maximizing marketing returns in a socially connected world Nick Burcher |
| title_short | Paid, owned, earned |
| title_sort | paid owned earned maximizing marketing returns in a socially connected world |
| title_sub | maximizing marketing returns in a socially connected world |
| topic | Marketing Management Internet marketing Online social networks Digital media |
| topic_facet | Marketing Management Internet marketing Online social networks Digital media |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025396490&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT burchernick paidownedearnedmaximizingmarketingreturnsinasociallyconnectedworld |