Social Media Marketing & Branding

Name: Social Media Marketing & Branding | The micro MBA
Brand: De Gruyter
Price: 36.99 EUR
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The micro MBA

Ankit Srivastava(Autor*in)

De Gruyter (Verlag)

1. Auflage

Erschienen am 15. Januar 2019

356 Seiten

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978-93-88511-43-8 (ISBN)

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Inhalt

Cover
Social Media Marketing & Branding
Copyright
Preface
Acknowledgements
Introduction - The Social Consumer
Contents
Module 1: Social Media Marketing for Each Step of the Digital Customer's Life Cycle
Chapter 1: The Digital Customer Life Cycle
Pre-Digital Marketing/Sales Funnel
Re-Engineering the Funnel
The Customer Experience Funnel
Conclusion
Chapter 2: Phases and Stages of the Customer Experience Funnel
TOFU (Top of the Funnel) Pre-Purchase Phase
Awareness Stage: Generating Brand Engagement
Education Stage: Identifying the Problem
MOFU (Middle of the Funnel): Purchase Consideration Phase
BOFU (Bottom of the Funnel): The Purchase Action Phase
BYFU (Beyond the funnel): Post-Purchase Stages
POFU (Parallel of the Funnel) Phase
Optimizing the Customer Experience Funnel
Conclusion
Module 2: Digital Ads (Part 1)
Chapter 3: Programmatic and Real Time Digital Ad Buying (How Digital Ads Work)
Programmatic Advertising
Real Time Buying
Understanding DSP, SSP, DMP, Ad Network, ATDs, and Ad Exchange
Universally Unique Identifier (UUID)
Agency Trading Desk
Bringing it all together
Chapter 4 : Programmatic Bidding for ADS on Facebook
Bidding on Facebook
Factors Affecting Ad Placement
Metrics Related to the Relevance Score
Estimated Action Rates
Facebook Ad Bidding Principles
CPM (M here Stands for the Roman letter for Thousand)
CPC - Bidding on Impressions
CTR - Optimizing Clicks
CPA - Bidding on Conversions
Advanced Bidding
Facebook has two scheduling options
The Bidding Strategies
How to Set a Bid Cap
Target Cost Bid Strategy
What is a Conversion Window?
Setting a Target Cost
Choosing a Bid Strategy
Delivery Types
Optimizations for Ad Delivery
Optimization Versus Cost
Conclusion: What about CPM, CPC, and CPA?
References
Chapter 5 : Setting up A Facebook & Instagram Ad Campaign
Facebook Profile, Pages, and Tools
Ad Management Tool
Navigating and Using the Ads Manager
The set-up
The Ad Account
Ad Creation Stages
Selecting the Campaign Objective
Lead Generation
Conversion
Conversion Objective
Product Catalog Sales
Store Visits
Assigning Credentials to a Campaign
Setting Up the Audience Targeting
Setting Up the Ad Placement
How to Select Facebook Ad Placements
Next Steps
Chapter 6 : Facebook Ad Types
Ad Types
Brand Awareness
Local Awareness
Video Views
Next step
References
Chapter 7 : Creating Facebook Ad's Creative and Copy
Ad Performance and Creatives
Setting up Facebook Ad Creatives
Facebook Ad Design Best Practices
The Ad Copy
How to Set Up Facebook Ad Copy
Placing an Order
Chapter 8: Ad Reporting and Optimization
Ad Reporting using the Ads Manager
Managing Ad Report Columns
Advanced Reporting with Campaign Breakdown
Saving and Automating Campaign Reports
Conclusion
References
Module 3: Segmentation
Chapter 9 : Convectional Segmentation
Why is Market Segmentation Important for Marketers?
Criteria for Evaluating Market Segments
Audience Segmentation Types
Conclusion
Chapter 10 : Segmenting Audience with Facebook
Understanding the Facebook Audience Insights
How to Get Started with Defining a Seed Audience?
Geographic Segmentation
Demographics Using Audience Insights
Psychographic Segmentation using Audience Insights
Benefit Sought Segmentation Using Insights
Understanding and Utilizing the Insight Data
Demographics Tab (Corresponding to this Segmentation)
New Audience (top right corner of the screen)
Page Categories and Likes
The difference Between Relevance and Affinity in the Facebook Ad Manager
The Location Data Tab
The Activity Data Tab
How to Apply and Test Your Insights
Chapter 11 : Remarketing with Facebook's Custom Audience
How to Run a Facebook Remarketing Campaign
Extracting the Pixel Code
Remarketing Website Visits on Facebook
Remarketing Social Engagements (Facebook and Instagram)
Video Engagement
Lead Form Engagement
Facebook Lookalike Audiences
Conclusion
References
Chapter 12 : Digital Behavioral Segmentation Using Custom Audience
Customer Files
Custom Audience Segmentation
Segmenting Your Customer Base
Conclusion
References
Chapter 13 : Creating Buyer Personas
Defining the Buyer Persona
Buyer Personas for Marketing
Creating Buyer Personas
Identify Target Customer Groups
Conducting Research
How to Use Your Buyer Personas
Tracking and Managing the Personas
Using Buyer Personas to Optimize Marketing Campaigns
Conclusion
References
Module 4: Digital Value and Marketing Message
Chapter 14 : Unique Digital Value Proposition
Unique Selling Point/Proposition (Conative Association)
Positioning (Cognitive association)
Unique (Digital) Value Proposition
Conclusion
References
Chapter 15 : Perceived Benefits, Hassel Factor, and Means End Theory for Crafting A Marketing Message
The Hassle Factor Theory
The Concept of Value
Means-End Theory
Snickers - Building a Brand Message Using the Means-End Theory Approach
Measure of Effectiveness
Conclusion
References
Chapter 16 : Designing a Unique Digital Value Proposition
Guidelines to Create a Unique Value Proposition
Properties of a Unique Value Proposition
The Composition of a Unique Value Proposition
What Makes a Good Unique Value Proposition (Marketing) Message?
Case studies
Uber
Apple, the iPhone
Unbounce
Slack
CrazyEgg
Conclusion
References
Module 5: Digital Media and Engagement
Chapter 17 : Paid, Earned, and Owned Media
Understanding Digital Media
Understanding Owned, Paid and Earned Media
Paid Media (Programmatic Advertising)
Owned Media
Earned Media (Organic Advertising)
Credibility and Control of Media
Transmedia Marketing (Converged-Media)
Here is an Example of How a Transmedia Marketing Campaign Would Look Like
Conclusion
Chapter 18 : Social Media Engagement
Types of Engagement
Conclusion
Module 6: Content Marketing for Social Engagement and Story Telling
Chapter 19 : Content Marketing
Digital Content
Content Strategy and Content Marketing
Content Marketing for all the Phases of the Customer Experience Funnel
Content for Top of The Funnel - Discovery Phase
Mini Case Study: Go Pro
Content for Middle of The Funnel - Consideration Phase
Mini Case Study: Cadbury
Content for Bottom of The Funnel - Conversion Phase
Case Example: Amazon
Content for The Beyond the Funnel Phase - Retention Phase
Case Example: Boden
Setting up a Content Marketing Campaign
Steps for Conducting a Content Audit
Conclusion
Tangible Benefits
Intangible Benefits
A Caution to the Inertia of Content-Driven Marketing
Chapter 20 : User-Generated Content
Understating a UGC Campaign
Factors that Create a Sense of Community
The ROI of UGC
Steps to set up a UGC Campaign
The Community's influence on UGC Success
Conclusion
Chapter 21 : Transmedia Storytelling
Transmedia Storytelling
Elements of Transmedia Storytelling
The Transmedia Production
Conclusion
Module 7: Digital Influence Driven Marketing
Chapter 22 : Digital Influence
Understanding Digital Influence Using Cialdini's 6 Concepts of Influence
The Reverse Granfalloon
Conclusion
Chapter 23 : Influencer Marketing
Who is an Influencer?
Difference Between Word of Mouth Marketing and Influencer Marketing
The Influencer Identification Sheet
Planning an Influencer Marketing Campaign
Types of Influencer Campaign
Setting KPIs
Standard KPIs for Influencer Marketing campaigns
The Prep Work
Measuring Engagement
Factors That Average the Effect of Influence
How Does this Affect a Marketing Strategy?
Micro-Influencers
Common Content Formats for Partnering with Influencers
The Volatile Growth of Influencers
This is Where the Effect of Influence Comes into Play
Module 8: UI, UX, CX, and BX for Digital Marketing
Chapter 24 : Understanding UI, UX, CX and BX
Human Centered Design
Service Design
Conclusion
Chapter 25 : CX and UX for Social Media
Point of Interaction Between CX and UX
Bad User Experience But Good Consumer Experience
UX optimized Social Media
Conclusion
References
Module 9: Digital Brand Experience and Management
Chapter 26 : Digital Branding
Brand Experience
Digital Branding
Digital Marketing and Digital Branding
Brand Management
What is a Brand?
Digital Marketing Ads and Branding
Keller's Brand Equity Model
Brand Identity
Brand Meaning
Brand Responses
Customer Judgments
Consumer Feelings
Brand Relationships
Brand Management - Equity
Brand Decay
What Causes Brand Decay?
Conclusion
Chapter 27 : Brand Promotors and Detractors
Customer Types, How to Find them, and How they Influence a Brand
Finding Loyal Customers
Finding Brand Advocates
Finding Brand Detractors
Separating Detractors and Unsatisfied Customers
Setting Up A Social Media Advocacy Strategy
Social Media Advocacy Best Practices
Conclusion
Module 10: Social Listening, Selling, Care, and Crisis
Chapter 28 : Social Listening
Brand Management
Content Marketing
Marketing Campaigns
Customer Experience
Product Design (& Product's Value Proposition)
Reputation/Crisis Management
Brand Advocacy
Social selling
Influencer Marketing
Social Listening using Mention
Setting up Keywords for Social Listening
Choosing the Keywords
Hootsuite
Social Mention
Conclusion
Chapter 29 : Social Selling
Advantages of Social Selling
Getting Started with Social Selling
Twitter
Facebook/Instagram
LinkedIn
Conclusion
Chapter 30 : Social Media for Customer Service, Support, and Delight
Social Media Customer Service Best Practices
Real-time Marketing
Samsung: The Fire Breathing Dragon Sketch
Morton's: Airport Delivery
JetBlue: Feeling the Customer's Pain
Skyscanner (Air Ticket Search Engine/Aggregator)
Social Care for Social Selling
References
Chapter 31 : Setting Up Social Customer Care
Set Up Dedicated Social Handle for Customer Support
Set Up a Dedicated Team
Establish Social Support Protocols
Measure Performance
Native Customer Support Tools on Social Media
Facebook
Customer Feedback (Twitter)
Conclusion
References
Chapter 32 : Managing a Social Media Crisis
Module 11: Agile Testing for Social Media
Chapter 33 : A/B Testing
A/B Testing with Social Media
Deciding Metrics
Social Media Elements that can be A/B Tested
Headline and Description in Link Preview
Call to Action
Use of Image or Video
Ad Format
Conclusion
Chapter 34: A/B Testing Facebook Ad Campaigns
Structure of a Facebook Ad Campaign
Testing Process
Prioritizing A/B Tests
Separating Ad Sets and Ads
Choosing the Right Metric
When to Stop an A/B Test
Testing Facebook Ads Using the Split Testing Method
Split Options
Conclusion
Module 12: Digital Ads (Part 2)
Chapter 35: Linkedin Ad Campaigns
Custom Audience
Conclusion
Chapter 36: Instagram Story Ads
What is an Instagram Story Ad?
Creating Instagram Story Ads
Under the Creative (Ad Format Section) You can Choose
Facebook Canvas Ads + IG Stories
Instagram Story Ad Best Practices
Conclusion, A Caution to The Wastage of Digital Real Estate
Chapter 37 : Snapchat Ads
Snapchat Ad Manager
Creating Snapchat Ads
Budget and Goals
Schedule
Uploading or Creating the Content
Conclusion
References
Chapter 38 : Twitter Ads
Setting up a Twitter Ad Campaign
Promoted Tweets and Twitter Cards
Audience Targeting for Twitter Ads
Twitter Tailored Audiences
Twitter Video Ads
Conclusion
Chapter 39 : Advertising on Pinterest, Quora, and Reddit
Gen 2 Social Media Platforms
Pinterest
Quora
Reddit
Conclusion
Chapter 40 : GDPR, Budgeting, and Behavioral Psychology
Data Protection Laws: GDPR
GDPR and Marketing
Budgeting (Marketing)
Behavioral Psychology
Conclusion
Module 13: Digital Career Guide
Chapter 41 : A Repository of Campaign Case Studies
Chapter 42: Job Guide
Social Media Executive - Manager
Community Manager
Digital Brand Manager/ Social Brand Manager
Influencer Marketing Manager
Content Marketing Manager
Digital Strategist/ Ads Executive/ Paid Ads Strategist/ Funnel Marketing Manager
Chapter 43 : Resume Tips and Linkedin for Jobs
Use Social Links
Your Unique Value Proposition
Enlist the Right Skills
Don't use redundant CV/Resume Templates
Social Selling for Personal Branding (Getting Jobs through LinkedIn)
Guides for Leveraging LinkedIn for Jobs
Chapter 44: Chapter-wise Interview Questions
Certification
Citation, Declarations & References
Other Certifications
Facebook Blue Print
Twitter Fight School
HubSpot Social Media Certification
Hootsuite Certifications

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