Set up, launch, and run your winning social/mobile media campaign! This guide is packed with actionable tools, techniques, and tips you can really use - all fully revamped for today's newest platforms and opportunities. Authors Jamie Turner and Reshma Shah have unsurpassed experience using social and mobile media to solve complex and difficult marketing challenges. Their How to Make Money with Social Media, Second Edition reads just like the conversation you'd want to have with them over coffee: it's friendly, upbeat, based on hard-won experience about what does (and doesn't) work, and focused on exactly what you need to know.
Step by step, Turner and Shah show you how to:
Define the right goals, strategies, and tactics - and then successfully execute on your plan
Integrate social and mobile marketing with your other marketing programs, so you can gain more value from all of them
Make the most of your resources, no matter how limited they are
Leverage YouTube, LinkedIn, Facebook, Twitter, and newer platforms
Measure brand sentiment, engagement, ROI, and more - and learn the right lessons from your metrics
Avoid crucial pitfalls that other companies are currently encountering
Every chapter includes easy-to-use tips in handy callouts and sidebars, concluding with Action Steps that answer today's #1 social/mobile marketing question: "What should I do next?"
Whether you're a marketer, entrepreneur, sales leader, or student, if you want to profit from social or mobile marketing, start right here.
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Höhe: 237 mm
Breite: 158 mm
Dicke: 20 mm
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ISBN-13
978-0-13-388833-1 (9780133888331)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Jamie Turner is an internationally recognized marketing expert and author who has helped The Coca-Cola Company, AT&T, CNN, and other global brands tackle complex business problems. He is the CEO of 60 Second Communications, a full-service marketing agency working with Samsung, The Coca-Cola Company, InterContinental Hotels Group, and others. He is also the founder of 60SecondMarketer.com, an online magazine that provides tips and techniques for marketers around the globe. He has been profiled in the world's best-selling marketing textbook, is a regular guest on CNN and HLN, and is a keynote speaker at events, trade shows, and corporations around the globe.
Reshma Shah, Ph.D., is an Assistant Professor in the Practice of Marketing at Goizueta Business School of Emory University. She is also a founder and partner at Inflexion Point Marketing Group. Dr. Shah's marketing insights and strategies have helped companies such as Ciba Vision, GE, IBM, Turner, The Coca-Cola Company, and UPS, among many others, improve their marketing return on investment. Her articles have appeared in several academic journals in the areas of marketing alliances and brand extensions. Dr. Shah was also the recipient of the Distinguished Educator Award at Emory University. Mr. Turner and Dr. Shah are also cofounders of ASchoolBellRings.org, a nonprofit that builds schools and educational programs for impoverished children around the globe.
Introduction xix
Chapter 1: In the Beginning 1
Chapter 2: The Evolution of Marketing 11
Chapter 3: How to Think Strategically about Social Media 21
Chapter 4: How to Speak Social Media 31
Chapter 5: Laying the Groundwork for Success 39
Chapter 6: Why Your First Social Media Campaign Didn't Work 47
Chapter 7: Managing the Conversation 53
Chapter 8: Social Media Is More Than Just Facebook, LinkedIn, Google+, and Twitter 61
Chapter 9: Closing the Loop with E-mail and Marketing Automation 69
Chapter 10: How to Use Networking Platforms to Help You Grow Your Sales and Revenue 79
Chapter 11: How to Use Promoting Platforms to Help You Grow Your Sales and Revenue 87
Chapter 12: How to Use Sharing Platforms to Help You Grow Your Sales and Revenue 95
Chapter 13: It's Not about Social or Mobile, It's about Social and Mobile 103
Chapter 14: How to Integrate Social Media into Your Marketing Plan 115
Chapter 15: How to Conduct a Competitive Assessment 123
Chapter 16: Conducting an Internal Situation Analysis 131
Chapter 17: Understanding the Customer Thought Process 137
Chapter 18: Establishing Your Major Objectives and Key Strategies 145
Chapter 19: Aligning Your Social Media Strategy with Your Brand Essence 153
Chapter 20: How to Measure the Impact of Your Social Media Campaign 159
Chapter 21: Measuring the Quantitative Data 167
Chapter 22: Measuring the Qualitative Data 175
Chapter 23: All Roads in Social Media Should Lead to ROI 183
Chapter 24: How to Ensure Your Social Media Campaign Runs Smoothly 191
Chapter 25: A Step-by-Step Action Plan for Social Media Success 197
Index 205
