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Apress.Advanced.Social.Media.Marketing.Dec.2012-246
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Apress.Advanced.Social.Media.Marketing.Dec.2012-246
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ADVANCED SOCIAL
MEDIA MARKETING
How to Lead, Launch, and Manage
a Successful Social Media Program
Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful
Social Media Program cuts through the hype and fluff about how social media is
changing the world, and it gets down to what really matters: How you can best use
social media to boost your top and bottom lines. It is for marketers, entrepreneurs,
ecommerce managers, and professionals rolling out new projects, products, events,
or services that would benefit from word-of-mouth and other social media buzz.
In this book, veteran online marketer and ecommerce manager Tom Funk offers
a wealth of step-by-step advice, case studies, and other hands-on guidance for the
busy and technical-minded manager who needs better results from social media
marketing programs. It covers the essential pillars of a program and how to write a
business plan, set goals, and measure success. It also shares practical strategies and
tactics to let you launch and scale a successful corporate social media program. This
book shows you how to:
• Make a business case for your social media program to get it funded
• Set reasonable goals for brand awareness, leads, and sales
• Employ best practices for success on Facebook, Twitter, LinkedIn, YouTube,
and other platforms
• Invest the right amount in people and infrastructure based on goals
• Avoid the legal and PR risks in running a social media program
• Adopt and track key performance metrics, develop online ad campaigns,
and create games, giveaways, and sweepstakes with the capacity to go viral
Hundreds of millions of Americans are using social media, and already some 70% of
businesses have joined them, using Facebook and other platforms to connect with
their customers and attract new ones. So the real question isn’t whether to take your
business onto social media platforms—it’s how to create a plan and budget to do it
quickly and successfully. And that’s exactly what this book covers.
BOOKS FOR PROFESSIONALS BY PROFESSIONALS
®
US $29.99
Shelve in:
Business / Marketing
and Advertising
www.apress.com
Companion
eBook
FUNK
ADVANCED SOCIAL MEDIA MARKETING
For your convenience Apress has placed some of the front
matter material after the index. Please use the Bookmarks
and Contents at a Glance links to access them.
Download from Wow! eBook <www.wowebook.com>
Contents
About the Author �������������������������������������������������������������������������������������������vii
Acknowledgments������������������������������������������������������������������������������������������� ix
Chapter 1: The Business Case ������������������������������������������������������������������������������������������� 1
Chapter 2: Best Practices �������������������������������������������������������������������������������������������������15
Chapter 3: The Platforms �������������������������������������������������������������������������������������������������33
Chapter 4: Advertising and Promotion �������������������������������������������������������������������������65
Chapter 5: Facebook Advertising ����������������������������������������������������������������������������������� 75
Chapter 6: Advertising on Twitter and Other Networks ��������������������������������������103
Chapter 7: Operations ����������������������������������������������������������������������������������������������������125
Chapter 8: Measuring Success ���������������������������������������������������������������������������������������147
Chapter 9: Advanced Social Media Campaigns ����������������������������������������������������������173
Chapter 10: Power Up Your Platform ����������������������������������������������������������������������������207
Chapter 11: Bringing It All Together ������������������������������������������������������������������������������221
Appendix A: Business Plan Example �������������������������������������������������������������������������������� 225
Appendix B: Task Checklist �����������������������������������������������������������������������������������������������235
Index �����������������������������������������������������������������������������������������������������������������������������������������239
chapter
1
The Business
Case
Understanding the Two ROIs of Social Media
Social platforms like blogs, Twitter, and Facebook make it almost effortless for
businesses like yours to compose and post content to a potential audience of
millions� It’s faster and cheaper than large-scale publishing, promotion, or
customer relations have ever been�
But it isn’t free�
To use social media effectively today takes strategists, writers, community
managers, graphic designers, app developers, and customer service reps� It all
costs money, even before you throw in funds for brand monitoring and
analytics tools, publishing and promotions software, buzz-building prizes and
giveaways—or for paid social media advertising�
That’s what Mark Zuckerberg and other social media moguls are staking their
future on: the notion that businesses and organizations will pay big money for
ads on social networks�
In short, corporate social media programs require investment� General Motors,
which in 2012 pulled back its advertising from Facebook, has been spending a
whopping $40 million a year to manage its social media efforts, of which $10
million is devoted to advertising�
If investment is necessary, bean counters and decision makers at your firm will
want to know the return on that social media investment�
But despite the jumble of social media measurement tools that have emerged
in recent years (see Chapter 8), measuring the impact of social media programs
is an inexact science at best—and, at its worst, a nonscience, right up there
with phrenology and bloodletting�
Chapter 1 | The Business Case
2
Nevertheless, online social presence and expertise are now a required, core
competency of successful businesses and organizations� This book aims to
clarify the business case for social media, share best practices of brands large
and small, and give practical help to marketers on everything from social
media advertising to online damage control and operations management—
and, not least, how to measure the impact of it all�
The Power of Social Media
Before they loosen the corporate purse strings, those holding them will say,
“Show me the impact social media have on reputation and the bottom line�”
In answering, start here� Statistics eloquently tell some of the story� Social
media can be a boon for brand equity, customer loyalty, and business
performance� Various studies have found the following:
• 74% of consumers have a more positive brand impression
after interacting with a company through social media
• Purchase likelihood increases 51% after a customer clicks the
“like” button
• When they receive good customer service, social media
users tell three times as many people about it as do nonusers
of social media
• 83% of people who complained about a given company on
Twitter “liked or loved” a response by the company
• 90% of consumers trust product reviews from people they
know; 70% trust reviews from people they don’t know
• 40% of social media users “like” businesses inorder to receive
special discounts and promotions
• Facebook fans of a brand spend twice as much as those who
are not Facebook fans
The business benefits of social media aren’t limited to the realms of marketing
and brand equity� Major efficiencies and productivity gains are to be had from
faster and more interactive communication—between companies and
consumers, among consumers, and in social-media-driven collaborations
within a company�
McKinsey Global Institute, the research arm of business consulting firm
McKinsey & Company, reckons that better communication and collaboration
via social media could add $1�3 trillion to the global economy�
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