Verfügbarkeit: Satellite marketing

Satellite marketing: using social media to create engagement

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Bibliographische Detailangaben
1. Verfasser:	Popovic, Kevin 1964- (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Boca Raton, FL CRC Press, Taylor & Francis Group [2016]
Schlagworte:	Gesellschaft Internet marketing Customer relations Social media Marketing > Social aspects Social Media Online-Marketing
Online-Zugang:	Inhaltsverzeichnis Inhaltsverzeichnis
Beschreibung:	Includes bibliographical references and index
Beschreibung:	xxiii, 224 Seiten 26 cm
ISBN:	9781482256147

Internformat

MARC


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Datensatz im Suchindex

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adam_text	SATELLITE MARKETING viii Foreword \| On Creating Engagement - xiii About the Author \| Context for Perspective - xxi Chapter One \| Origins of Satellite Marketing -1 • 30 Days to Launch • Where Satellites Come From Chapter Two \| The Evolution of Marketing -13 « The 5 P’s of Marketing • 4 P’s, 7 P’s, 8 P’s - More • A Consumer-Oriented Model • The Evolution of Marketing Communications • The Use of Technology in Marketing Communications • The Technology of Print • New Media • From Analog to Digital • Enter the Internet • integrated Marketing Communications • The Reality of Marketing • Mass Communication Creates Mass Marketing Opportunities Chapter Three \| Defining Social Media - 27 • Types of Social Media • Social Networking • Content Sharing • Collaboration • The Business Opportunity • Creating Social Capital • The People Using Social Media • Social Media Is Media • A Broader Understanding Chapter Four 17 Reasons You Should Not Use Social Media for Your Business - 41 • Your Audience Isn’t There • Social Media Doesn’t Work for Every Business • There Are Easier Ways to Get in Front of Your Audience • You Don’t “Get It” • Social Media Is Not Free • You Can’t Find the ROI • Shit Happens Chapter Five \| The Satellite Marketing Process - 51 Step 1. Identifying Goals - 53 • Quantitative • Qualitative • SMART Goals • Collaborative Goals • Process • Exercise Step 2. Understanding the Audience - 67 • Audience Profiles • Demographics • Psychographics • Role Play • Exercise X SATELLITE MARKETING Step 3. Creating Strategy - 77 • The Formulation of Strategy • Measuring Success • SWOT Analysis • How Business Creates Strategy • Exercise Step 4. Selecting Social Media - 95 • Start with What You Know • Matching Media to the Audience • Developing a Social Media Platform • Building A Personnel Profile • Personal vs. Personnel • Representing the C-Suite • Creating Perception • Social Media Policy and Guidelines • Profile Development Cheat Sheet • Exercise • Step 5. Communications Planning -109 • Building a Model Based on Goals • Mapping Actions to Goals • Planning to Plan • Integrated Marketing Communications • Developing a COMM Plan • Exercise Step 6. Building Engagement -131 • Attracting an Audience • Starting a Conversation • Holding Their Attention • Understanding Process • Seven Types of Social Media Users • Lurk and Learn xi • Helio, My Name Is ... • Creating Relationships • Building Social Capital • From Audience to Community • Monitor and Manage • Exercise Step 7. Measuring Performance -147 • Measuring SMART Goals • Measuring Collaborative Goals • Measure What Matters • Exercise Chapter Six \| Business-to-Consumer Case Story: Stylin Online - 161 Chapter Seven \| Business-to-Business Case Story: Bokwa Fitness - 173 Chapter Eight \| Non-Profit Case Story: Alliance Healthcare Foundation - 181 Epilogue -191 Glossary -199 Index - 209 SATELLITE MARKETING viii Foreword \| On Creating Engagement - xiii About the Author \| Context for Perspective - xxi Chapter One \| Origins of Satellite Marketing -1 • 30 Days to Launch • Where Satellites Come From Chapter Two \| The Evolution of Marketing -13 « The 5 P’s of Marketing • 4 P’s, 7 P’s, 8 P’s - More • A Consumer-Oriented Model • The Evolution of Marketing Communications • The Use of Technology in Marketing Communications • The Technology of Print • New Media • From Analog to Digital • Enter the Internet • integrated Marketing Communications • The Reality of Marketing • Mass Communication Creates Mass Marketing Opportunities Chapter Three \| Defining Social Media - 27 • Types of Social Media • Social Networking • Content Sharing • Collaboration • The Business Opportunity • Creating Social Capital • The People Using Social Media • Social Media Is Media • A Broader Understanding Chapter Four 17 Reasons You Should Not Use Social Media for Your Business - 41 • Your Audience Isn’t There • Social Media Doesn’t Work for Every Business • There Are Easier Ways to Get in Front of Your Audience • You Don’t “Get It” • Social Media Is Not Free • You Can’t Find the ROI • Shit Happens Chapter Five \| The Satellite Marketing Process - 51 Step 1. Identifying Goals - 53 • Quantitative • Qualitative • SMART Goals • Collaborative Goals • Process • Exercise Step 2. Understanding the Audience - 67 • Audience Profiles • Demographics • Psychographics • Role Play • Exercise X SATELLITE MARKETING Step 3. Creating Strategy - 77 • The Formulation of Strategy • Measuring Success • SWOT Analysis • How Business Creates Strategy • Exercise Step 4. Selecting Social Media - 95 • Start with What You Know • Matching Media to the Audience • Developing a Social Media Platform • Building A Personnel Profile • Personal vs. Personnel • Representing the C-Suite • Creating Perception • Social Media Policy and Guidelines • Profile Development Cheat Sheet • Exercise • Step 5. Communications Planning -109 • Building a Model Based on Goals • Mapping Actions to Goals • Planning to Plan • Integrated Marketing Communications • Developing a COMM Plan • Exercise Step 6. Building Engagement -131 • Attracting an Audience • Starting a Conversation • Holding Their Attention • Understanding Process • Seven Types of Social Media Users • Lurk and Learn xi • Helio, My Name Is ... • Creating Relationships • Building Social Capital • From Audience to Community • Monitor and Manage • Exercise Step 7. Measuring Performance -147 • Measuring SMART Goals • Measuring Collaborative Goals • Measure What Matters • Exercise Chapter Six \| Business-to-Consumer Case Story: Stylin Online - 161 Chapter Seven \| Business-to-Business Case Story: Bokwa Fitness - 173 Chapter Eight \| Non-Profit Case Story: Alliance Healthcare Foundation - 181 Epilogue -191 Glossary -199 Index - 209
any_adam_object	1
author	Popovic, Kevin 1964-
author_facet	Popovic, Kevin 1964-
author_role	aut
author_sort	Popovic, Kevin 1964-
author_variant	k p kp
building	Verbundindex
bvnumber	BV043757003
callnumber-first	H - Social Science
callnumber-label	HF5415
callnumber-raw	HF5415.1265
callnumber-search	HF5415.1265
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callnumber-subject	HF - Commerce
classification_rvk	QP 650
ctrlnum	(OCoLC)958415131 (DE-599)BVBBV043757003
dewey-full	658.8/72
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	658 - General management
dewey-raw	658.8/72
dewey-search	658.8/72
dewey-sort	3658.8 272
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
format	Book
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spelling	Popovic, Kevin 1964- Verfasser aut Satellite marketing using social media to create engagement Kevin Popovic Boca Raton, FL CRC Press, Taylor & Francis Group [2016] © 2016 xxiii, 224 Seiten 26 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Gesellschaft Internet marketing Customer relations Social media Marketing Social aspects Social Media (DE-588)4639271-3 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Social Media (DE-588)4639271-3 s Online-Marketing (DE-588)7706419-7 s DE-604 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029168444&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029168444&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Popovic, Kevin 1964- Satellite marketing using social media to create engagement Gesellschaft Internet marketing Customer relations Social media Marketing Social aspects Social Media (DE-588)4639271-3 gnd Online-Marketing (DE-588)7706419-7 gnd
subject_GND	(DE-588)4639271-3 (DE-588)7706419-7
title	Satellite marketing using social media to create engagement
title_auth	Satellite marketing using social media to create engagement
title_exact_search	Satellite marketing using social media to create engagement
title_full	Satellite marketing using social media to create engagement Kevin Popovic
title_fullStr	Satellite marketing using social media to create engagement Kevin Popovic
title_full_unstemmed	Satellite marketing using social media to create engagement Kevin Popovic
title_short	Satellite marketing
title_sort	satellite marketing using social media to create engagement
title_sub	using social media to create engagement
topic	Gesellschaft Internet marketing Customer relations Social media Marketing Social aspects Social Media (DE-588)4639271-3 gnd Online-Marketing (DE-588)7706419-7 gnd
topic_facet	Gesellschaft Internet marketing Customer relations Social media Marketing Social aspects Social Media Online-Marketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029168444&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029168444&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT popovickevin satellitemarketingusingsocialmediatocreateengagement

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