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Social Media Marketing For Dummies, 3rd Edition

Book Description

The fast and easy way to get the most of out social media marketing

Sharing the wisdom of social media voices Shiv Singh and Stephanie Diamond on the latest approaches to social media marketing, Social Media Marketing For Dummies presents the essence of planning, launching, managing, and assessing a social media marketing campaign. In an easy-to-read style that is perfect for time-pressed marketers, this essential guide covers all the newest and time-tested trends in social media, including reaching your audience via mainstream platforms; getting social with existing web properties like a company site, blog, mobile tools, and advertising; making the most of Facebook, Twitter, Google+, LinkedIn, and others; launching a campaign and developing a voice; reaching your audience on key and niche platforms, and embracing influencers; and much more.

Social media marketing is a highly-effective way to make a big bang without spending big bucks—and it's an easy, way to enlarge your audience, reach your customers, and build your business. With the indispensable tools in this new edition of Social Media Marketing For Dummies, you'll find everything you need to make the most of low-cost, timely online marketing strategies that resonate with consumers and make your brand and business viable in a saturated market.

  • Gives you an overview of your social media marketing choices

  • Covers giving social license to employees and metrics

  • Provides the latest trends in social media marketing

  • Includes tips on creating a social media marketing campaign, avoiding common mistakes, and key resources

  • If you're a busy marketer, small business owner, or entrepreneur looking to reach new markets with social media marketing initiatives, this hands-on, friendly guide has you covered.

    Table of Contents

      1. Introduction
        1. About This Book
        2. Foolish Assumptions
        3. Icons Used in This Book
        4. Beyond the Book
        5. Where to Go from Here
      2. Part I: Getting Started with Social Media Marketing
        1. Chapter 1: Understanding Social Media Marketing
          1. Defining Social Media Marketing
          2. Learning about the Roles People Play
            1. Changing roles of the social media marketer
            2. Understanding the role of the influencer
            3. Considering the types of influencers
            4. Influencing on digital platforms
          3. Comparing Social Media Marketing with Other Marketing Efforts
            1. Direct mail
            2. Public relations
            3. Online advertising
            4. Promotions
          4. Taking Social Influence Beyond Marketing
            1. Using social influencers to mobilize
            2. Marketers as better corporate citizens
            3. Social graphs for social change
        2. Chapter 2: Discovering Your SMM Competitors
          1. Classifying Consumer Activities
          2. Researching Your Customers’ Online Activities
          3. Identifying Personas
          4. Analyzing Competitor Efforts
            1. Setting up Google Alerts
            2. Setting up Twitter alerts
            3. Monitoring social networks
            4. Tracking competitor websites
          5. Researching Your Competitors’ Campaign Support
            1. Conducting qualitative research
            2. Running surveys and quantitative research
            3. Seeing Why All Consumers Are Not Created Equal
          6. Dipping into Hot SMM Concepts
            1. Discovering gamification
            2. Choosing localized marketing
            3. Creating an app for that
        3. Chapter 3: Getting in the Social Media Marketing Frame of Mind
          1. Putting SMM in the Context of the Marketing Funnel
            1. SMM at the awareness stage
            2. SMM at the consideration stage
            3. SMM at the preference stage
            4. SMM at the action stage
            5. SMM at the loyalty stage
          2. Deepening Your SMM Relationship
            1. SMM for customer service
            2. SMM in the world of real-time marketing
          3. Treating SMM Differently from Brand Marketing
            1. SMM in the context of brand marketing
            2. SMM in the context of direct-response marketing
            3. Tying SMM with brand marketing and direct response
      3. Part II: Practicing SMM on the Social Web
        1. Chapter 4: Launching SMM Campaigns
          1. Discovering the Types of SMM Campaigns
            1. Blogger outreach
            2. UGC contests
            3. Brand utilities
            4. Podcasting
            5. Sponsored conversations
          2. Recognizing What Makes a Good SMM Campaign
          3. Creating Your SMM Roadmap
            1. Define your objectives
            2. Develop a powerful story/experience
            3. Create an action plan
            4. Craft the content path
            5. Execute for influence
            6. Create partnerships
            7. Track the results
          4. Participating — Four Rules of the Game
            1. Be authentic
            2. Operate on a quid pro quo basis
            3. Give participants equal status
            4. Let go of the campaign
          5. Killing the Campaign Expiry Date
          6. Monitoring Brands and Conversations
          7. Responding to Criticism
        2. Chapter 5: Developing Your SMM Voice
          1. Figuring Out Why You Need an SMM Voice
          2. Defining SMM Voice Characteristics
            1. Multiple and authentic
            2. Transparent and easy to find
            3. Engaging and conversational
            4. Social web savvy
            5. Unique to the person
          3. Distinguishing Between SMM Voices and Brand Voices
          4. Outlining SMM Voice Objectives
          5. Choosing the Owner of Your Organization’s SMM Voice
            1. CEO
            2. CMO
            3. Social media lead
            4. PR manager
            5. Agency
            6. Other external voices
          6. Crowdsourcing SMM Voices with Guidelines
      4. Part III: Reaching Your Audience via Mainstream Social Platforms
        1. Chapter 6: Finding the Right Platforms
          1. Choosing Social Media Platforms
            1. Learning about your customers
            2. Addressing your industry influence
          2. Preparing Your Employees for Social Media Networking
          3. Evaluating Your Resources
          4. Assessing What Each Social Network Offers You
            1. Using platforms as audience research tools
            2. Getting niche-savvy
        2. Chapter 7: Exploring SMM Strategies for Facebook
          1. Looking at Facebook Basics
            1. Starting with Search
            2. Facebook pages
            3. Facebook groups
            4. Facebook events
            5. Facebook applications
            6. Facebook Connect/Login with Facebook
          2. Using Ads on Facebook
            1. Sponsored stories
            2. Advertising your apps
        3. Chapter 8: Marketing on Twitter
          1. Figuring Out the Basics of Twitter
            1. A Twitter handle
            2. Searches
            3. Responses
            4. Following and followers
          2. Marketing via Twitter
          3. Using Promoted Accounts
          4. Making Use of Promoted Tweets
          5. Using Promoted Trends
          6. Working with Sponsored Tweets
          7. Tips and Tricks
        4. Chapter 9: Creating a YouTube Strategy
          1. Looking at YouTube Basics
            1. Benefitting from SMM marketing on YouTube
            2. Attracting subscribers
          2. Promoting on YouTube
            1. Always create a customized channel
            2. Create custom content for YouTube
            3. Tag and categorize all your clips
            4. Promote your video with YouTube Email and Bulletins
            5. Leave video responses
            6. Include a call to action
            7. Have some fun, too
          3. Seeding a Viral Campaign
          4. Advertising on YouTube
        5. Chapter 10: Considering LinkedIn
          1. Getting Started
          2. Creating a New Profile
            1. Preparing a content strategy
            2. Covering what matters first
            3. Accessing LinkedIn from your mobile devices
            4. Finding connections
            5. Choosing to advertise
          3. Participating in Groups
            1. Benefitting from joining groups
            2. Starting your own group
            3. Leading a successful group
          4. Using LinkedIn to Answer Questions
          5. Finding a Job
        6. Chapter 11: Viewing Google through a Different Lens
          1. Looking at Google’s Social Strategy
          2. Grasping the Google+ Fundamentals
            1. Google brand pages
            2. Tips and tricks for Google+
            3. Learning from the examples of others
          3. Listening to Google and Music
        7. Chapter 12: Marketing with Pinterest
          1. Recognizing Pinterest Users
            1. Exploring the interests of users
            2. Pinning as a social activity
          2. Focusing on Strategy
          3. Becoming a Business Pinner
            1. Setting up your profile
            2. Starting a group board
            3. Creating secret boards
          4. Developing Credibility with Your Boards and Images
            1. Drilling down with Guided Search
            2. Experimenting with Promoted Pins
            3. Tracking your results
        8. Chapter 13: Interacting with Tumblr
          1. Setting Up Shop on Tumblr
          2. Finding and Sharing the Good Stuff
            1. Using your dashboard
            2. Unlocking adventures with mobile
            3. Observing other blog successes
          3. Looking at Paid Media
          4. Tracking Your Users
        9. Chapter 14: Delving into Instagram
          1. Recognizing the Basics
            1. Signing up
            2. Sharing photos or videos for the first time
            3. Using filters
          2. Getting Found on Instagram
          3. Structuring Instagram for Business Goals
            1. Creating content for your business
            2. Curating and sharing
            3. Using tools to manage your account from your computer
      5. Part IV: Getting Your Message to Connectors
        1. Chapter 15: Marketing via Niche Networks and Online Communities
          1. Exploring the Niche Social Networks
          2. Finding the Right Social Platforms
            1. Classifying the social platforms
            2. Understanding your customers
            3. Researching the platforms
            4. RFPing the vendors
            5. Evaluating and planning strategically
          3. Moving Beyond the Platforms and the Blogosphere
            1. Social advertising network
            2. Appvertisement providers
            3. Blogger networks
          4. Taking Care of the Unpaid Media Basics
            1. Wikipedia
            2. Flickr
            3. Delicious
            4. Digg
            5. Message boards
        2. Chapter 16: Accounting for the Influencers
          1. Knowing the Expert Influencers
          2. Reaching the Expert Influencers
          3. Tapping into the Referent Influencers
            1. Anonymous referent influencers
            2. Known referent influencers
          4. Reaching the Referent Influencers
            1. Social graph analysis
            2. Cookie data
            3. Website behavior
          5. Tapping into the Positional Influencers
            1. Understanding the circles of influence around your customers
            2. Letting consumers shape and share the experience
            3. Articulating your product benefits for multiple audiences
            4. Fishing where the fish are
            5. Offering friends and family incentives
          6. Translating Influence to the Offline World
            1. Putting your customer reviews in your stores
            2. Marrying social media marketing with events and PR
            3. Measuring online buzz and offline influence
            4. Connecting influencers at meet-ups
            5. Treating your stores as cyber cafés
            6. Putting Twitter on the big screen
      6. Part V: Old Marketing Is New Again with SMM
        1. Chapter 17: Practicing SMM on Your Website
          1. Moving Toward the SMM-Focused Website
          2. Making the Campaign and the Website Work Together
            1. Treating your website as a hub, not a destination
            2. Linking prominently to your presence on social platforms
            3. Promoting campaigns on your website home page
            4. Encouraging deeper interaction through your website
            5. Asking customers to critique the campaign
          3. Rethinking Your Website
            1. Product pages
            2. News and events pages
            3. About Us and Contact Us pages
            4. Private online communities
          4. Facebook Social Plug-ins
          5. Tips and Tricks for Website SMM
            1. Aggregate information for your consumer
            2. Articulating product benefits better
            3. Amplify the favorite business stories
            4. Aligning your organization into multiple, authentic voices
        2. Chapter 18: Becoming an Authentic and Engaged Advertiser
          1. Social Advertising: An Online Advertising Game Changer
          2. Native Advertising and How It Can Work for You
            1. Emotional
            2. Engaging
            3. Social
            4. Simple
          3. Getting Your Native Advertising Noticed
          4. Making Paid and Earned Media Work Together
            1. Working harder to gain attention
            2. Making paid media jump-start earned media initiatives
            3. Tips and tricks for campaigns
          5. Making SMM Work with TV
            1. Awareness through TV; engagement via the Internet
            2. Awareness, engagement, and conversion with television
            3. Measuring the effectiveness of TV and the second screen
        3. Chapter 19: Building an SMM Mobile Campaign
          1. Looking at Consumer Trends in Mobile
            1. A telephone and much more
            2. The release and adoption of smarter phones
          2. Understanding the Many Paths within the Mobile Channel
          3. Keeping in Mind Mobile Phone Capabilities
            1. It’s a snap: Using the camera
            2. Location, location, location
            3. Near-field communications and RFID
            4. Phone interaction
          4. Fitting Mobile into Your Social Media Practices
            1. Defining mobile marketing and its place within the social media context
            2. Uniting mobile marketing with social media
            3. Supporting a cause
          5. Building Your Own Mobile-Enabled Communities
            1. Leveraging existing online communities
            2. Creating your own social offerings: applications and widgets galore
          6. Adding Social Media Elements to Mobile
            1. Portable social graphs
            2. Searching with mobile
          7. Harnessing Mobile to Support Social Media
          8. Deciding When to Build a Mobile App
        4. Chapter 20: Energizing Your Employees for Social Media Marketing
          1. Encouraging Your Employees to Collaborate
            1. Rewarding teams
            2. Treating everyone equally
            3. Trusting your employees
            4. Creating the right culture
            5. Placing a premium on groups with a purpose
            6. Avoiding excessive snooping
          2. Picking Social Software for Social Influence
            1. Enterprise software
            2. Emergent enterprise social software
            3. Small-scale social software
            4. Consumer social software
          3. Using Prediction Markets to Pick Winners
          4. Rethinking the Intranet
            1. Getting rid of the buzzwords
            2. Don’t try to control too much
            3. Surfacing the connections
            4. Taking search social
            5. Allowing alternative access
            6. Promoting the value of historical record
            7. Giving your intranet a pulse
            8. Aiming to destructure
            9. Giving employees other choices
        5. Chapter 21: Applying Metrics to the SMM Realm
          1. Taking a Core Measure of Social Media Marketing
          2. Considering Influencer-Specific Metrics
          3. Evaluating Each Platform’s Metrics
            1. Facebook
            2. YouTube and video clips
            3. Twitter
            4. The blogosphere
            5. Widgets and social applications
            6. Website community metrics
            7. Other metrics to consider
        6. Chapter 22: Understanding Social Media Governance and Tools
          1. Recognizing How SMM Impacts Other Company Functions
            1. Public relations
            2. Consumer relations
            3. Sales
            4. Legal
          2. Introducing Social Media Governance Models
            1. Social media policies and guidelines
            2. Tips and tricks for social media governance
          3. Dealing with a Social Media Crisis
        7. Chapter 23: Moving Toward Real-Time Marketing
          1. Introducing Real-Time Marketing
            1. Real-time insights
            2. Real-time response
            3. Real-time engagement studios
            4. Real-time co-creation
            5. Real-time distribution
            6. Real-time engagement
          2. Organizing for Real-Time Marketing
          3. Taking TV into Real-Time Marketing
      7. Part VI: The Part of Tens
        1. Chapter 24: Ten SMM-Related Must-Read Blogs
          1. Brian Solis
          2. Chris Brogan
          3. Copyblogger
          4. Going Social Now
          5. Marketing Profs
          6. Mashable
          7. Razor Social
          8. Seth Godin
          9. Social Media Examiner
          10. The Visual Marketing Revolution
        2. Chapter 25: Ten Top SMM Tools
          1. Hootsuite
          2. Google Blog Search
          3. Buffer
          4. Tweepi
          5. Quantcast
          6. Compete
          7. Nielsen BuzzMetrics
          8. comScore
          9. YouTube Insights
          10. Facebook Insights
      8. About the Authors
      9. Cheat Sheet