How to Make Money with Social Media
An Insider's Guide on Using New and Emerging Media to Grow Your Business
Published on 21. October 2010
Book
Hardback
304 pages
978-0-13-210056-4 (ISBN)
Description
This is an authoritative, up-to-the-minute resource, written by real experts who have made social media marketing work for many of the world's largest companies. This in-the-trenches guide brings together both practical strategies and proven execution techniques for driving maximum value from social media marketing. Drawing on their extensive experience, Jamie Turner and Reshma Shah also show how to avoid crucial pitfalls that other companies have encountered, so you make the most of limited resources, and strengthen your brand instead of placing it at risk. Turner and Shah present comprehensive and realistic coverage of these and many other key topics:
What social media is not, why your first campaign failed, and what to do differently next time
How to think about social media, plan effectively, and set yourself up for success
How to make the most of YouTube, LinkedIn, Facebook, and Twitter and go beyond them
How to measure brand sentiment, target market engagement, and return on investment
How to identify key strategies, major objectives, and competitive issues, and integrate social media into broader marketing campaigns
What social media is not, why your first campaign failed, and what to do differently next time
How to think about social media, plan effectively, and set yourself up for success
How to make the most of YouTube, LinkedIn, Facebook, and Twitter and go beyond them
How to measure brand sentiment, target market engagement, and return on investment
How to identify key strategies, major objectives, and competitive issues, and integrate social media into broader marketing campaigns
Reviews / Votes
"Return on investment in social media is like the weather: Everybody talks about it, but nobody is doing anything about it. With this book, Jamie Turner and Reshma Shah set you up for success with some key fundamentals, and then give you some very specific and illustrative examples on how to calculate the ROI of your social media efforts."-Scott Monty, Global Digital Communications, Ford Motor Company
"If you simply slap a few tools like Twitter and Facebook onto your existing marketing, you are not engaging. Social media are more than tools. But if you change your mindset, you can make money. This book is packed with information to show you how."
-David Meerman Scott, bestselling author, The New Rules of Marketing, and coauthor, Marketing Lessons from the Grateful Dead
"This book is not a self-help guide to instant riches but offers a variety of strategies and quick tips to the experienced marketer in an entertaining and light tone. Callout boxes showcase key ideas. Although not a textbook, it would be an excellent choice to complement readings in marketing courses."
-Library Journal
More details
Other editions
New editions
Jamie Turner | Reshma Shah
How to Make Money with Social Media
An Insider's Guide to Using New and Emerging Media to Grow Your Business
Book
08/2014
2nd Edition
Pearson FT Press
€34.65
Article is exhausted; no reprint
Persons
Jamie Turner is the Chief Content Officer at the 60 Second Marketer, the online magazine for BKV Digital and Direct Response.
He is a leading authority on branding, marketing strategy and social media and has helped companies like AT&T, CNN, Motorola, Cartoon Network and The Coca-Cola Company grow their sales and revenue with outside-the-box marketing techniques.
He has been profiled in the world's best-selling marketing textbook and consults with well-known brands around the globe. He is a regular guest on TV and radio on the subject of marketing and social media and is an in-demand keynote speaker for global corporations, events and trade shows.
Reshma Shah is an Assistant Professor in the area 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 like Ciba Vision, GE, IBM, Turner, The Coca-Cola Company, and UPS among many others improve their marketing ROI. Dr. Shah's articles have appeared in several academic journals in the areas of marketing alliances and brand extensions. Dr. Shah is also the recipient of the Distinguished Educator Award at Emory University.
He is a leading authority on branding, marketing strategy and social media and has helped companies like AT&T, CNN, Motorola, Cartoon Network and The Coca-Cola Company grow their sales and revenue with outside-the-box marketing techniques.
He has been profiled in the world's best-selling marketing textbook and consults with well-known brands around the globe. He is a regular guest on TV and radio on the subject of marketing and social media and is an in-demand keynote speaker for global corporations, events and trade shows.
Reshma Shah is an Assistant Professor in the area 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 like Ciba Vision, GE, IBM, Turner, The Coca-Cola Company, and UPS among many others improve their marketing ROI. Dr. Shah's articles have appeared in several academic journals in the areas of marketing alliances and brand extensions. Dr. Shah is also the recipient of the Distinguished Educator Award at Emory University.
Content
Acknowledgments xiii
About the Authors xv
Introduction 2
PART I The Social Media Landscape 7
Chapter 1 What Social Media Isn't 8
Chapter 2 The Evolution of Marketing 18
Chapter 3 How to Think About Social Media 30
Chapter 4 The Language of Social Media 42
PART II How to Set Yourself Up for Social Media Success 53
Chapter 5 Laying the Groundwork for Success 54
Chapter 6 Why Your First Social Media Campaign Didn't Work 64
Chapter 7 Managing the Conversation 72
Chapter 8 Creating Circular Momentum 82
PART III Social Media Platforms 93
Chapter 9 Social Media Is More Than Just YouTube, LinkedIn, Facebook, and Twitter 94
Chapter 10 How to Use Networking Platforms to Help You Grow Your Sales and Revenue 104
Chapter 11 How to Use Promoting Platforms to Help You Grow Your Sales and Revenue 114
Chapter 12 How to Use Sharing Platforms to Help You Grow Your Sales and Revenue 124
Chapter 13 Mobile Media, Augmented Reality, and Widgets, Oh My! 134
PART IV Social Media Integration 145
Chapter 14 How to Integrate Social Media into Your Marketing Plan 146
Chapter 15 How to Conduct a Competitive Assessment 156
Chapter 16 Conducting an Internal Situation Analysis 164
Chapter 17 Understanding the Customer Thought Processes 174
Chapter 18 Establishing Your Major Objectives and Key Strategies 186
Chapter 19 Aligning your Social Media Strategy with Your Brand Essence 198
PART V How to Measure Social Media 207
Chapter 20 How to Measure a Social Media Campaign 208
Chapter 21 Step 1: Measuring the Quantitative Data 218
Chapter 22 Step 2: Measuring the Qualitative Data 230
Chapter 23 Step 3: Measuring the Only Really Important Thing-Your Return on Investment 242
PART VI Conclusion 255
Chapter 24 Social Media Guidelines for Corporations 256
Chapter 25 59 Things You Need to Do on Your Way to a Successful Social Media Campaign 266
Index 276
About the Authors xv
Introduction 2
PART I The Social Media Landscape 7
Chapter 1 What Social Media Isn't 8
Chapter 2 The Evolution of Marketing 18
Chapter 3 How to Think About Social Media 30
Chapter 4 The Language of Social Media 42
PART II How to Set Yourself Up for Social Media Success 53
Chapter 5 Laying the Groundwork for Success 54
Chapter 6 Why Your First Social Media Campaign Didn't Work 64
Chapter 7 Managing the Conversation 72
Chapter 8 Creating Circular Momentum 82
PART III Social Media Platforms 93
Chapter 9 Social Media Is More Than Just YouTube, LinkedIn, Facebook, and Twitter 94
Chapter 10 How to Use Networking Platforms to Help You Grow Your Sales and Revenue 104
Chapter 11 How to Use Promoting Platforms to Help You Grow Your Sales and Revenue 114
Chapter 12 How to Use Sharing Platforms to Help You Grow Your Sales and Revenue 124
Chapter 13 Mobile Media, Augmented Reality, and Widgets, Oh My! 134
PART IV Social Media Integration 145
Chapter 14 How to Integrate Social Media into Your Marketing Plan 146
Chapter 15 How to Conduct a Competitive Assessment 156
Chapter 16 Conducting an Internal Situation Analysis 164
Chapter 17 Understanding the Customer Thought Processes 174
Chapter 18 Establishing Your Major Objectives and Key Strategies 186
Chapter 19 Aligning your Social Media Strategy with Your Brand Essence 198
PART V How to Measure Social Media 207
Chapter 20 How to Measure a Social Media Campaign 208
Chapter 21 Step 1: Measuring the Quantitative Data 218
Chapter 22 Step 2: Measuring the Qualitative Data 230
Chapter 23 Step 3: Measuring the Only Really Important Thing-Your Return on Investment 242
PART VI Conclusion 255
Chapter 24 Social Media Guidelines for Corporations 256
Chapter 25 59 Things You Need to Do on Your Way to a Successful Social Media Campaign 266
Index 276