Understanding social media :: how to create a plan for your business that works /
This is a companion title to "Understanding Digital Marketing". It draws on experience, advice and tips from dozens of digital marketers and social media experts to create a comprehensive guide to current practice including: creating a social media program; understanding stakeholders such...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London :
KoganPage,
2015.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | This is a companion title to "Understanding Digital Marketing". It draws on experience, advice and tips from dozens of digital marketers and social media experts to create a comprehensive guide to current practice including: creating a social media program; understanding stakeholders such as blogs, networks and Web 2.0; rules governing the relationship between search and social; case studies from successful and failed campaigns; budgeting for social media activities; how to set key performance indicators (KPIs); understanding social media ROI; customer experience; building a social media team; analytics and creating a social media dashboard; risk assessment and risk management in social media. -- |
| Beschreibung: | 1 online resource |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9780749473570 0749473576 |
Internformat
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| 100 | 1 | |a Ryan, Damian, |e author. |0 http://id.loc.gov/authorities/names/n2008055708 | |
| 245 | 1 | 0 | |a Understanding social media : |b how to create a plan for your business that works / |c Damian Ryan. |
| 264 | 1 | |a London : |b KoganPage, |c 2015. | |
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| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a This is a companion title to "Understanding Digital Marketing". It draws on experience, advice and tips from dozens of digital marketers and social media experts to create a comprehensive guide to current practice including: creating a social media program; understanding stakeholders such as blogs, networks and Web 2.0; rules governing the relationship between search and social; case studies from successful and failed campaigns; budgeting for social media activities; how to set key performance indicators (KPIs); understanding social media ROI; customer experience; building a social media team; analytics and creating a social media dashboard; risk assessment and risk management in social media. -- |c Edited summary from book | ||
| 505 | 0 | |a 60 Heads are Better Than One!; About Damian Ryan; Acknowledgements; 01 Getting started -- how to create a compelling social media programme; Welcome to the digital crossroads!; Danielle Ryan, digital channel and conversion manager, Ryanair; Defining your target market; Defining your objectives; Richard Costa-D'sa, managing director and partner, Jam; Placing your social programme within the broader business context; Auditing (what's our social impact to date?); Creating a plan (understanding your social levers); Ownership (who gets the reins?); Buy-in (who is going to support you?) | |
| 505 | 8 | |a Jemima Gibbons, social media strategist, writer and bloggerYour listening post; Working the data; Patience is a virtue; Setting your goals; The strategic game plan; Chapter conclusions; Case study: Topman/Google; 02 Rules governing the relationship between search and social; The new world of the three S's; Joseph Morgan, director of strategy, Matter Of Form, The Brand Interactions AgencyTM; Elaine Lindsay, international speaker and media consultant; Chapter conclusions; Case study: Young and Well Co-operative Research Centre/Zuni; Case study: Crabtree & Evelyn/Über. | |
| 505 | 8 | |a Case study: James McCabe/Hit Social03 How to budget for social media activities; So where is the spend really going to get us?; Laurent François, executive creative strategist and co-founder, Re-Up; Splitting the different lines of tasks; Team; Advertising; Splitting the different lines of activities; Trina Albus, president, Magenta; Building a strong team; Choosing the right tools; How much should I spend on tools?; Creating a clear paid strategy; Ema Linaker, head of Social Centre of Excellence (MENA), Leo Burnett/Holler; Have purpose; Be human; Pass the 'why care, why share?' test. | |
| 505 | 8 | |a Make the experience socialIntegration; Pay attention; Chapter conclusions; Case study: Expedia/[amobee]; Case study: HomeServe/Reevoo; 04 Setting KPIs and measuring success; Making it all count!; Magnus Jern, Golden Gekko; Setting KPIs; Tools to measure success; Using analytics data to further improve the service and ROI; Adolfo Aladro García, chief operating officer, ADTZ, Madrid; Applause and engagement; Social metrics; Conor Lynch and Ivan Adriel, Connector; Listen carefully: your consumers are talking about you online; 10 benefits of social media monitoring. | |
| 505 | 8 | |a Social media monitoring processThe metrics for monitoring social networks; Choosing digital listening tools; Conclusion; Alpesh Doshi, CEO, Fintricity; Digital marketing; Data, central to the new marketing model; Leaders in using data; Chapter conclusions; Case study: Goody Good Stuff/Shoutlet; Case study: Facebook Audience Insights for MENA/Red Blue Blur Ideas; Case study: Positive Power Sp. z o.o./MusclePro; 05 Understanding social media ROI -- what matters and what doesn't; Please give me clarity!; Ana Jesus, EMEA marketing manager, Shoutlet; What matters; What does not matter. | |
| 650 | 0 | |a Social media |x Economic aspects. | |
| 650 | 0 | |a Internet marketing. |0 http://id.loc.gov/authorities/subjects/sh95005028 | |
| 650 | 6 | |a Médias sociaux |x Aspect économique. | |
| 650 | 6 | |a Marketing sur Internet. | |
| 650 | 7 | |a Sales & marketing. |2 bicssc | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
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| 650 | 7 | |a Social media |x Economic aspects |2 fast | |
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| contents | 60 Heads are Better Than One!; About Damian Ryan; Acknowledgements; 01 Getting started -- how to create a compelling social media programme; Welcome to the digital crossroads!; Danielle Ryan, digital channel and conversion manager, Ryanair; Defining your target market; Defining your objectives; Richard Costa-D'sa, managing director and partner, Jam; Placing your social programme within the broader business context; Auditing (what's our social impact to date?); Creating a plan (understanding your social levers); Ownership (who gets the reins?); Buy-in (who is going to support you?) Jemima Gibbons, social media strategist, writer and bloggerYour listening post; Working the data; Patience is a virtue; Setting your goals; The strategic game plan; Chapter conclusions; Case study: Topman/Google; 02 Rules governing the relationship between search and social; The new world of the three S's; Joseph Morgan, director of strategy, Matter Of Form, The Brand Interactions AgencyTM; Elaine Lindsay, international speaker and media consultant; Chapter conclusions; Case study: Young and Well Co-operative Research Centre/Zuni; Case study: Crabtree & Evelyn/Über. Case study: James McCabe/Hit Social03 How to budget for social media activities; So where is the spend really going to get us?; Laurent François, executive creative strategist and co-founder, Re-Up; Splitting the different lines of tasks; Team; Advertising; Splitting the different lines of activities; Trina Albus, president, Magenta; Building a strong team; Choosing the right tools; How much should I spend on tools?; Creating a clear paid strategy; Ema Linaker, head of Social Centre of Excellence (MENA), Leo Burnett/Holler; Have purpose; Be human; Pass the 'why care, why share?' test. Make the experience socialIntegration; Pay attention; Chapter conclusions; Case study: Expedia/[amobee]; Case study: HomeServe/Reevoo; 04 Setting KPIs and measuring success; Making it all count!; Magnus Jern, Golden Gekko; Setting KPIs; Tools to measure success; Using analytics data to further improve the service and ROI; Adolfo Aladro García, chief operating officer, ADTZ, Madrid; Applause and engagement; Social metrics; Conor Lynch and Ivan Adriel, Connector; Listen carefully: your consumers are talking about you online; 10 benefits of social media monitoring. Social media monitoring processThe metrics for monitoring social networks; Choosing digital listening tools; Conclusion; Alpesh Doshi, CEO, Fintricity; Digital marketing; Data, central to the new marketing model; Leaders in using data; Chapter conclusions; Case study: Goody Good Stuff/Shoutlet; Case study: Facebook Audience Insights for MENA/Red Blue Blur Ideas; Case study: Positive Power Sp. z o.o./MusclePro; 05 Understanding social media ROI -- what matters and what doesn't; Please give me clarity!; Ana Jesus, EMEA marketing manager, Shoutlet; What matters; What does not matter. |
| ctrlnum | (OCoLC)906181290 |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | ZDB-4-EBA-ocn906181290 |
| illustrated | Not Illustrated |
| indexdate | 2024-11-27T13:26:34Z |
| institution | BVB |
| isbn | 9780749473570 0749473576 |
| language | English |
| oclc_num | 906181290 |
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| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource |
| psigel | ZDB-4-EBA |
| publishDate | 2015 |
| publishDateSearch | 2015 |
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| record_format | marc |
| spelling | Ryan, Damian, author. http://id.loc.gov/authorities/names/n2008055708 Understanding social media : how to create a plan for your business that works / Damian Ryan. London : KoganPage, 2015. 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier Print version record. Includes bibliographical references and index. This is a companion title to "Understanding Digital Marketing". It draws on experience, advice and tips from dozens of digital marketers and social media experts to create a comprehensive guide to current practice including: creating a social media program; understanding stakeholders such as blogs, networks and Web 2.0; rules governing the relationship between search and social; case studies from successful and failed campaigns; budgeting for social media activities; how to set key performance indicators (KPIs); understanding social media ROI; customer experience; building a social media team; analytics and creating a social media dashboard; risk assessment and risk management in social media. -- Edited summary from book 60 Heads are Better Than One!; About Damian Ryan; Acknowledgements; 01 Getting started -- how to create a compelling social media programme; Welcome to the digital crossroads!; Danielle Ryan, digital channel and conversion manager, Ryanair; Defining your target market; Defining your objectives; Richard Costa-D'sa, managing director and partner, Jam; Placing your social programme within the broader business context; Auditing (what's our social impact to date?); Creating a plan (understanding your social levers); Ownership (who gets the reins?); Buy-in (who is going to support you?) Jemima Gibbons, social media strategist, writer and bloggerYour listening post; Working the data; Patience is a virtue; Setting your goals; The strategic game plan; Chapter conclusions; Case study: Topman/Google; 02 Rules governing the relationship between search and social; The new world of the three S's; Joseph Morgan, director of strategy, Matter Of Form, The Brand Interactions AgencyTM; Elaine Lindsay, international speaker and media consultant; Chapter conclusions; Case study: Young and Well Co-operative Research Centre/Zuni; Case study: Crabtree & Evelyn/Über. Case study: James McCabe/Hit Social03 How to budget for social media activities; So where is the spend really going to get us?; Laurent François, executive creative strategist and co-founder, Re-Up; Splitting the different lines of tasks; Team; Advertising; Splitting the different lines of activities; Trina Albus, president, Magenta; Building a strong team; Choosing the right tools; How much should I spend on tools?; Creating a clear paid strategy; Ema Linaker, head of Social Centre of Excellence (MENA), Leo Burnett/Holler; Have purpose; Be human; Pass the 'why care, why share?' test. Make the experience socialIntegration; Pay attention; Chapter conclusions; Case study: Expedia/[amobee]; Case study: HomeServe/Reevoo; 04 Setting KPIs and measuring success; Making it all count!; Magnus Jern, Golden Gekko; Setting KPIs; Tools to measure success; Using analytics data to further improve the service and ROI; Adolfo Aladro García, chief operating officer, ADTZ, Madrid; Applause and engagement; Social metrics; Conor Lynch and Ivan Adriel, Connector; Listen carefully: your consumers are talking about you online; 10 benefits of social media monitoring. Social media monitoring processThe metrics for monitoring social networks; Choosing digital listening tools; Conclusion; Alpesh Doshi, CEO, Fintricity; Digital marketing; Data, central to the new marketing model; Leaders in using data; Chapter conclusions; Case study: Goody Good Stuff/Shoutlet; Case study: Facebook Audience Insights for MENA/Red Blue Blur Ideas; Case study: Positive Power Sp. z o.o./MusclePro; 05 Understanding social media ROI -- what matters and what doesn't; Please give me clarity!; Ana Jesus, EMEA marketing manager, Shoutlet; What matters; What does not matter. Social media Economic aspects. Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Médias sociaux Aspect économique. Marketing sur Internet. Sales & marketing. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Internet marketing fast Social media Economic aspects fast Sales and marketing. thema Business and Management. ukslc has work: Understanding social media (Text) https://id.oclc.org/worldcat/entity/E39PCGWwDmRkbDvXbbWgVWq6Dq https://id.oclc.org/worldcat/ontology/hasWork Print version: Ryan, Damian. Understanding social media 9780749473563 (OCoLC)896851839 FWS01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=975067 Volltext |
| spellingShingle | Ryan, Damian Understanding social media : how to create a plan for your business that works / 60 Heads are Better Than One!; About Damian Ryan; Acknowledgements; 01 Getting started -- how to create a compelling social media programme; Welcome to the digital crossroads!; Danielle Ryan, digital channel and conversion manager, Ryanair; Defining your target market; Defining your objectives; Richard Costa-D'sa, managing director and partner, Jam; Placing your social programme within the broader business context; Auditing (what's our social impact to date?); Creating a plan (understanding your social levers); Ownership (who gets the reins?); Buy-in (who is going to support you?) Jemima Gibbons, social media strategist, writer and bloggerYour listening post; Working the data; Patience is a virtue; Setting your goals; The strategic game plan; Chapter conclusions; Case study: Topman/Google; 02 Rules governing the relationship between search and social; The new world of the three S's; Joseph Morgan, director of strategy, Matter Of Form, The Brand Interactions AgencyTM; Elaine Lindsay, international speaker and media consultant; Chapter conclusions; Case study: Young and Well Co-operative Research Centre/Zuni; Case study: Crabtree & Evelyn/Über. Case study: James McCabe/Hit Social03 How to budget for social media activities; So where is the spend really going to get us?; Laurent François, executive creative strategist and co-founder, Re-Up; Splitting the different lines of tasks; Team; Advertising; Splitting the different lines of activities; Trina Albus, president, Magenta; Building a strong team; Choosing the right tools; How much should I spend on tools?; Creating a clear paid strategy; Ema Linaker, head of Social Centre of Excellence (MENA), Leo Burnett/Holler; Have purpose; Be human; Pass the 'why care, why share?' test. Make the experience socialIntegration; Pay attention; Chapter conclusions; Case study: Expedia/[amobee]; Case study: HomeServe/Reevoo; 04 Setting KPIs and measuring success; Making it all count!; Magnus Jern, Golden Gekko; Setting KPIs; Tools to measure success; Using analytics data to further improve the service and ROI; Adolfo Aladro García, chief operating officer, ADTZ, Madrid; Applause and engagement; Social metrics; Conor Lynch and Ivan Adriel, Connector; Listen carefully: your consumers are talking about you online; 10 benefits of social media monitoring. Social media monitoring processThe metrics for monitoring social networks; Choosing digital listening tools; Conclusion; Alpesh Doshi, CEO, Fintricity; Digital marketing; Data, central to the new marketing model; Leaders in using data; Chapter conclusions; Case study: Goody Good Stuff/Shoutlet; Case study: Facebook Audience Insights for MENA/Red Blue Blur Ideas; Case study: Positive Power Sp. z o.o./MusclePro; 05 Understanding social media ROI -- what matters and what doesn't; Please give me clarity!; Ana Jesus, EMEA marketing manager, Shoutlet; What matters; What does not matter. Social media Economic aspects. Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Médias sociaux Aspect économique. Marketing sur Internet. Sales & marketing. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Internet marketing fast Social media Economic aspects fast Sales and marketing. thema Business and Management. ukslc |
| subject_GND | http://id.loc.gov/authorities/subjects/sh95005028 |
| title | Understanding social media : how to create a plan for your business that works / |
| title_auth | Understanding social media : how to create a plan for your business that works / |
| title_exact_search | Understanding social media : how to create a plan for your business that works / |
| title_full | Understanding social media : how to create a plan for your business that works / Damian Ryan. |
| title_fullStr | Understanding social media : how to create a plan for your business that works / Damian Ryan. |
| title_full_unstemmed | Understanding social media : how to create a plan for your business that works / Damian Ryan. |
| title_short | Understanding social media : |
| title_sort | understanding social media how to create a plan for your business that works |
| title_sub | how to create a plan for your business that works / |
| topic | Social media Economic aspects. Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Médias sociaux Aspect économique. Marketing sur Internet. Sales & marketing. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Internet marketing fast Social media Economic aspects fast Sales and marketing. thema Business and Management. ukslc |
| topic_facet | Social media Economic aspects. Internet marketing. Médias sociaux Aspect économique. Marketing sur Internet. Sales & marketing. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Internet marketing Social media Economic aspects Sales and marketing. Business and Management. |
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| work_keys_str_mv | AT ryandamian understandingsocialmediahowtocreateaplanforyourbusinessthatworks |