Social Media Marketing E-Book

Dave Evans

• Herausgeber: John Wiley & Sons
• Kategorie: Wissenschaft und neue Technologien
• Sprache: Englisch

Seitenzahl: 689

Veröffentlichungsjahr: 2010

Beschreibung

If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results. Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute a social media marketing campaign in just one hour a day. In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube.

Leseprobe

Table of Contents

Cover

Titlepage

Advance Praise

Advance Praise for Social Media Marketing: An Hour a Day

Credits

Copyright

Publisher's Note

Dedication

Acknowledgments

About the Author

Foreword

Introduction

How to Use This Book

Disclosure

Part I: The Foundation of Social Media

Chapter 1: Backlash

The Early Social Networks

The Pushback Begins

The Backlash: Measured and Formalized

Chapter 1: The Main Points

Chapter 2: The Marketer’s Dilemma

The Roots of Avoidance

Early Online Word-of-Mouth

The Social Web Blooms

Nielsen Shows the Way

Chapter 2: The Main Points

Chapter 3: What Is Social Media?

Social Media Defined

Social Media and Marketing

Social Media as a Guidepost

The Elements of Social Media

Chapter 3: The Main Points

Part II: Month 1: Prepare for Social Marketing

Chapter 4: Week 1: Web 2.0: The Social Web

Social Networks: The Power of the Collective

Social Media Begins Here

Week 1: Engaging with Social Media

Tuesday: The Web Comes Alive with Multimedia

Chapter 4: The Main Points

Chapter 5: Week 2: The Social Feedback Cycle

Social Media in Marketing

Consideration and the Purchase Funnel

Consumer-Generated Media

Create Your Social Feedback Cycle

Chapter 5: The Main Points

Chapter 6: Week 3: Touchpoint Analysis

Touchpoints and the Social Web

Identifying Touchpoints

Quantifying Touchpoints

Chapter 6: The Main Points

Chapter 7: Week 4: Influence and Measurement

Influence and the Social Web

Quantifying the Conversation

Chapter 7: The Main Points

Part III: Month 2: Social Media Channels

Chapter 8: Week 1: Build a Social Media Campaign

How Is Social Media Different?

Quantifying the Social Feedback Cycle

Social Media Channels

Social Media and the Purchase Funnel

Chapter 8: The Main Points

Chapter 9: Week 2: Social Platforms

Social Networks

White-Label Platforms

Working with Social Platforms

Chapter 9: The Main Points

Chapter 10: Week 3: Social Content: Multimedia

Advertising and the Social Web

The Multimedia Channels

Your Social Media Marketing Plan

Chapter 10: The Main Points

Chapter 11: Week 4: Social Content: Reviews, Ratings, and Recommendations

Building Consensus

Consensus and Marketing

Winning the Popularity Contest

Chapter 11: The Main Points

Chapter 12: Week 5: Social Interactions

Connecting the Dots

Managing Social Information

Chapter 12: The Main Points

Part IV: Month 3: Complete Your Plan

Chapter 13: Week 1: Objectives, Metrics, and ROI

The Basis for Social Media Metrics

Choosing Social Media Metrics

Real-World Connections

Planning for Measurement

Chapter 13: The Main Points

Chapter 14: Week 2: Present Your Social Media Plan

Choose Your Path

Define the Opportunity

Select Your Channels

Select Your Metrics

Write and Present Your Plan

Chapter 14: The Main Points

Appendix A: Worksheets

Chapters 4–7

Chapters 8–12

Chapter 9: Social Platforms

Chapter 10: Social Content: Multimedia

Chapter 11: Social Content: Reviews, Ratings, and Recommendations

Chapter 12: Social Interactions

Chapters 13–14

Appendix B: Additional Social Media Resources

Industry Experts

Industry Blogs

Agencies and Social Media Practitioners

Social Media Platforms

Social Networks and Services

Metrics Platforms and Providers

Index

Advance Praise for Social Media Marketing: An Hour a Day

“In a world where ‘authenticity’ matters, Dave’s the real deal. I first met him when I launched PlanetFeedback: He’s one of the smartest and most passionate leaders around the business issues of social media. Dave’s book, a practical, step-by-step guide for marketers looking to expand their skills, shows you how to tap the Social Web the right way.”

—Pete Blackshaw, Chief Marketing Officer, Nielsen|Buzzmetrics

“Dave has incredible insight into the customer perspective and his passion for social media is contagious. He has the remarkable ability to see the broad overall vision but is willing and eager to get into the details so necessary for successful execution. Dave doesn’t just give you the magic answer—rather he gives you the essential insight and perspective so you are empowered to leverage social media to reach your business goals.”

—Laura Pinneke, Senior Community Manager, Meredith Publishing

“Marketers are falling behind as their audience increasingly turns to social media as part of their daily media mix. Social Media in an Hour a Day lays out a practical path for marketers to catch up and make social media a vital business tool.”

—Jim Nail, Chief Strategy & Marketing Officer, TNS Media Intelligence/Cymfony

“Dave Evans’s book presents a clear case for fully aligning your efforts in social media with your overall business objectives and measures. Now more than ever, congruency is vital to your marketing plans.”

—Dave Ellett, President, Belo Interactive Media

Senior Acquisitions Editor: Willem Knibbe

Development Editor: Hilary Powers

Technical Editor: Jake McKee

Production Editors: Liz Britten and Melissa Lopez

Copy Editor: Kathy Carlyle

Production Manager: Tim Tate

Vice President and Executive Group Publisher: Richard Swadley

Vice President and Executive Publisher: Joseph B. Wikert

Vice President and Publisher: Neil Edde

Book Designer: Franz Baumhackl

Compositor: Chris Gillespie, Happenstance Type-O-Rama

Proofreader: Corina Copp, WordOne

Indexer: Nancy Guenther

Project Coordinator, Cover: Lynsey Stanford

Cover Designer: Ryan Sneed

Cover Image: © Patagonik Works/ Digital Vision/ Getty Images

Copyright © 2008 by Wiley Publishing, Inc., Indianapolis, Indiana

Published simultaneously in Canada

ISBN: 978-0-470-34402-6

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone]. Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: The publisher and the author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a particular purpose. No warranty may be created or extended by sales or promotional materials. The advice and strategies contained herein may not be suitable for every situation. This work is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If professional assistance is required, the services of a competent professional person should be sought. Neither the publisher nor the author shall be liable for damages arising herefrom. The fact that an organization or website is referred to in this work as a citation and/or a potential source of further information does not mean that the author or the publisher endorses the information the organization or website may provide or recommendations it may make. Further, readers should be aware that Internet websites listed in this work may have changed or disappeared between when this work was written and when it is read.

For general information on our other products and services or to obtain technical support, please contact our Customer Care Department within the U.S. at [phone], outside the U.S. at [phone] or fax [phone].

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books.

Library of Congress Cataloging-in-Publication Data is available from the publisher.

TRADEMARKS: Wiley, the Wiley logo, and the Sybex logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates, in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book.

10 9 8 7 6 5 4 3 2 1

Dear Reader,

Thank you for choosing Social Media Marketing: An Hour a Day. This book is part of a family of premium-quality Sybex books, all of which are written by outstanding authors who combine practical experience with a gift for teaching.

Sybex was founded in 1976. More than thirty years later, we’re still committed to producing consistently exceptional books. With each of our titles, we’re working hard to set a new standard for the industry. From the paper we print on to the authors we work with, our goal is to bring you the best books available.

I hope you see all that reflected in these pages. I’d be very interested to hear your comments and get your feedback on how we’re doing. Feel free to let me know what you think about this or any other Sybex book by sending me an email at [email protected], or if you think you’ve found a technical error in this book, please visit http://sybex.custhelp.com. Customer feedback is critical to our efforts at Sybex.

Best regards,

Neil Edde

Vice President and Publisher

Sybex, an Imprint of Wiley

To my friends Jack and Dewey, for showing me how to see what’s out there, and to my family, for the drive to chase after it.

Acknowledgments

Social media and the rise of the Social Web is by definition a collaborative effort, and so the ideas in this book have came from everywhere. Dr. Richard Mancuso (Physics) and Dr. Kazumi Nakano (Mathematics) put me on a path seeking a quantitative understanding of the world around me. You’ll see the connection in Chapter 13, “Objectives, Metrics, and ROI.” Dr. Anthony Piccione (Poetry) gave me an appreciation for the written word. Steve Tufts pulled me from R&D into marketing and product management, and then Phil Ashworth pulled me into the space program. Xray introduced me to the “Why?” committee, and Roy Fredericks provided a social context for understanding business as it applies to earning loyalty in the Millennial generation. You’ll see these connections too.

Susan Bratton and everyone at ad:tech, Pete Blackshaw, and Jim Nail provided the mentoring and thought leadership that led me into noninterruptive, trust-based marketing. My experience with the Word of Mouth Marketing Association formed the underpinning of my interest and exploration of social media as a formal marketing discipline. Special notes to Robert Scoble, for his commitment to business blogging and his conceptualization of the social media starfish, to Christopher Locke, a.k.a. Rage Boy and his Entropy Gradient Reversal (he’s never heard of me, but I’ve been reading his stuff for years), and to Dave Ellett for his connection of the purchase funnel and Social Web through the social feedback cycle. My thanks to Hilary Powers of Powersedit and everyone at Wiley|Sybex, in particular Kathy Carlyle, Liz Britten, Melissa Lopez, and Willem Knibbe. As a first-time writer, they were essential to me and no doubt endured a lot of “first-time writer” pain without complaint.

I am indebted to Jake McKee, the Technical Editor for this book. Jake is an evangelist for customer collaboration, online communities, and fan groups. Jake was the Global Community Relations Specialist for the LEGO Company, where he spent five years on the front lines of customer-company interaction, building social projects and programs. Jake has a rich background in web development, community management, business strategy, and product development that gives his community work and insights into the subject matter of this book a unique spin. Jake is currently the Principal and Chief Ant Wrangler at Ant’s Eye View, a Dallas-based customer collaboration strategy practice. I highly recommend talking with him.

Where would I be if not for Austin, TX, declared by city charter to be a multimedia industry–supportive city in 1994. My colleagues in Austin’s city government, especially Jim Butler, and the professionals and partners I worked with at GSD&M and FG SQUARED, all contributed to this book. My sincere appreciation to each of the businesses and organizations who contributed case studies: Without you and the work that you’ve shared, this book would be significantly less valuable. In the same way, to Warren Sukernek and the rest of my community on Twitter, many of whom reviewed various chapters and stages of this book, thank you all.

Finally, to my wife Jennifer and son Broch. Writing a book while launching start-ups and running a consulting practice around a discipline that has been exploding since mid-2006 is often toughest on those who are closest. For them, my love always.

About the Author

“If I couldn’t interrupt you, how would I reach you?”

That’s the question that Dave starts with as a communications expert focused on social media and its application in marketing. His passion is tapping the power of the Social Web through connected networks and consumer-generated media. His expertise lies in his ability to match business objectives, current marketing and operations programs, and consumer preferences as to how and when they would like to be reached.

Dave founded Digital Voodoo, a marketing technology consultancy, in 1994 and later, the business-to-business podcasting service HearThis.com. As both a consultant and Strategy Director with GSD&M IdeaCity, Dave has developed technology and integrated communication strategies for such clients as Microsoft, Hewlett Packard, Southwest Airlines, AARP, U.S. Air Force, AT&T, Wal-Mart, Dial, PGA Tour, Chili’s, Meredith Publishing, and many more.

Dave is a ClickZ columnist, and frequent conference speaker. He has served on the advisory board for ad:tech and the measurement and metrics council for the Word of Mouth Marketing Association.

Prior to his work in advertising and digital media, Dave was a Product Manager with Progressive Insurance Company and a systems analyst for the Voyager deep space exploration program with Jet Propulsion Laboratories/NASA. Dave holds a B.S. in Physics and Mathematics from the State University of New York/College at Brockport.

In the event that you’d like to interrupt Dave, the easiest way to do it is via Twitter (evansdave) or email ([email protected]).

Foreword

Pick one. Test-drive a few luxury sports cars. A Ferrari, a Lamborghini, a Maserati maybe? Or compare the top First Growth Bordeaux from 2005. Maybe an Haut-Brion, Latour and Mouton-Rothschild? Alternatively, go play in a social media application. Perhaps creating your profile on Facebook or blogging about your passions or sharing your expertise on Spire.com. Would you choose the car, wine or to engage in social media?

Chances are you’ll be tempted by the sexy cars or the exquisite wines, but I promise, social media will bring you more pleasure.

How can that be? The technology and the overwhelming range of social media options seem daunting, don’t they? Yet our innate desire to connect with each other at a human level is richly rewarded by social media.

It wouldn’t be half as much fun to peel out in that red Ferrari without a friend riding shotgun. Imagine comparing a flight of tongue-titillating Bordeaux without a tasting buddy with whom to wax poetic. Social media can extend your business goals while more deeply connecting you to your customers and prospects and connecting you personally to old and new friends alike.

Dave Evans, the author of this exemplary book, has a personal mission to see his son, Broch, “grow up in a world without interruption.” This from an ex–ad agency guy? Gutsy. Social media creates the possibility in marketing to move from blasting our messages to interacting with our prospects. And Dave is going to show you how to apply these connective concepts to your business goals.

Speaking of kids. Recently my daughter, struggling to memorize prepositional phrases for her grammar class, made up a song and choreographed a dance with her friends where each child represented a phrase and they sang them while dancing together. This kind of kinesthetic learning is powerful. She aced the test, and so can you.

Dave has laid out an “hour a day” (OK to cheat—an hour whenever works too) program to give you an experiential learning tour of the myriad social media constructs. This brilliant plan gives you approval to get your fingers dirty on your keyboard, “learning” about social media. How fun. It’s justified playtime. Thanks, Dave.

With this book, you get solid examples of the most important trends of the Social Web deftly laid out by Dave, and the encouragement to take a tour of your options to formulate your plan. Avail yourself of his exercises and worksheets and you’ll be choreographing your own social media dance in no time.

—Susan Bratton

Chair Emeritus, ad:tech Conferences and CEO, Personal Life Media, Inc.

Introduction

“I had (and still have) a dream that the Web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe, or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings.”

—Tim Berners Lee, 1995

This book is for marketers wanting to combine social media skills and expertise with their existing, established capabilities. Much of the book is based on my experience as a marketer and product manager, positions where success is largely dictated by what others, outside your direct span of control, think of you. That is, more or less, how the Social Web works.

My motivation for exploring social media and its use in business arrived one day as I was feeling particularly overwhelmed by the rate of change in advertising and marketing and simultaneously exhilarated by the pure rush of consumer-generated information flowing to me off the Internet. I decided that day that I wanted to see the next generation—my son was about two years old at the time and beginning to make real use of his first iMac—grow up in a world without interruption, where the information needed to make an informed choice was readily available.

Marketing—the thing that most of us do all day—has its roots in the word-of-mouth conversations that have linked buyers with sellers over the past few thousand years. Reputations were built based on experience. With the advent of mass communications and contemporary advertising and PR, the individual voices that had once powered the sales cycle were effectively buried. Professionally created ads, taglines, and PowerPoint decks, each in some small part exerting and consolidating control over the message, slowly took over.

Now the pendulum is swinging back: The voice of the individual is again asserting its fundamental value, this time expressed through its role in building the collective conversation as it now occurs online. The Social Web—the combination of social networks, photo and video sharing, blogs, and early conversational communities such as Twitter and Seesmic—is bringing the consumer voice to the fore in a big way. More than a few Chief Marketing Officers are in a tough spot as a result. Not only do marketers—at all levels—have to deal with the complexity of fragmentation in traditional channels, they are now faced with the outright takeover of brand communications by consumers as they remix, restate, and then republish their version of anything that comes their way. When they agree and amplify your message, it’s wonderful. When they don’t, it can get ugly fast.

Building on the personal empowerment and liberation that the Internet offers, consumers are actively connecting with each other and sharing information about everything from cars and health to scrapbooking techniques and pool chemicals. In the process, they are either reinforcing marketing efforts or beating marketers at their own game by directly sharing their own experiences and thoughts with each other. Because consumers tend to trust conversations between themselves more than they do advertising, marketers are now finding their messages routinely held up for verification in forums over which they and their ad agencies and PR firms have little, if any, control. For these industries—very much used to control—this is the game changer.

This book is about learning how to properly use the Social Web to your business advantage and about how to effectively participate as a marketer by adopting the underlying behaviors that power the Social Web and making them the basis for your business and marketing plans. It’s about the fundamental paradox between giving up control—you can’t control conversations that aren’t yours—and simultaneously gaining influence by becoming a respected member in the communities that matter to you. This book is about realizing and putting to business use the powerful connection between participation and influence, and ultimately preparing for and embracing what’s next.

How to Use This Book

I designed this book to be used in a variety of ways and by a variety of people. Some readers will have prior experience with social media, some will not. Some will want to jump right in, and some will want to understand what social media is all about before putting their name on a plan that integrates social media into their currently working marketing program. There is something here for everyone.

You can begin reading this book at any point you’d like: Here are some suggested starting points and tips:

Are you already comfortable with social media and looking to jump right in? If you have a good handle on your social reputation, start with Part III, “The Social Media Channels.” You’ll quickly cover your primary social media options, and then get right into metrics and the creation of your plan. Do come back and read Parts I and II at some point, because they contain useful insights and best practices supporting what you already know.If you’re ready to get started but want to first understand how the things you are doing now are driving the conversations you’ll discover on the Social Web, start with Part II, “Prepare for Your Social Media Campaign.” If you find you have questions about why social media is emerging, take a quick look at Part I as well.If you are a seasoned marketer, I’d suggest starting with Part I, “The Foundation of Social Media.” The first three chapters are short, about half the length of those that follow. However, they also set the ground rules for the business use of social media and provide a solid transition for experts of traditional marketing looking to build new skills in social media. Read these on the train, on the plane, but please, not while driving your car.What if you’re really new to marketing? What if you’re a sole practitioner, looking to understand social media and develop a practice of your own? This book is certainly for you. My only assumption is that you have a basic marketing plan now. If not, then you may want to create that first, using the online planning guide written by marketing expert Shama Hyder. It is specifically for independent professionals and service firms. You’ll find the guide at http://www.clicktoclient.com.

Regardless of where you start, beginning with Part II, each chapter includes a week’s worth of exercises and is designed to be completed in sequence in about an hour each day. The result, depending on how you approach the exercises, is either your actual social media plan or a framework for a plan or RFP. If you’d like to skip the exercises—perhaps you are reading the book for “theory and understanding,” or maybe you simply want an overview of social media and its application in marketing—you can do that. The issues, concepts, and techniques presented will still flow logically. Make no mistake though: If you don’t do the exercises, you will not come out with a plan. Nonetheless, you will come away with a solid understanding of social media, and why it’s an important part of contemporary marketing.

Finally, a note to established social media practitioners: You’ll recognize the risk in writing about a subject as dynamic and broad as social media. There are as many ways to approach our emerging discipline as there are early pioneers helping to define it. My hope is that you will find this book useful, if only as a guide to help your clients understand the importance of your counsel on the critical issues of participation, transparency, and quantitative measurement. With those three right, the rest of the pieces tend to fall into place.

Mostly, enjoy this book. This is an exciting time, and opportunity is everywhere. Be a part of it.

Disclosure

Within this book, I have included references to over 100 companies and practitioners, a handful of which I am formally associated with—for example, as a co-founder, part owner, engaged within a client relationship, or in which I have a similar interest that deserves disclosure. If there is a number one best practice on the Social Web, it is being transparent. Let transparency start with me. As referenced in the book, these companies are:

Bazaarvoice

Digital Voodoo

FG SQUARED

HearThis.com

Jive Software

Lithium Technology

Mikons

Minggl

Pluck

ProductPulse

Wakesites

Part I

The Foundation of Social Media

Building on the personal empowerment and liberation that the Internet offers, consumers are actively connecting with each other and talking about everything from cars and health to scrap-booking techniques and pool chemicals. In the process, they are either reinforcing marketing efforts or beating marketers at their own game by directly sharing their own experiences and thoughts on the Social Web.

In Part I, you’ll gain an understanding of not only the growing consumer attraction to social media but also the causes of consumer frustration with traditional media. These trends — each significant in their own right — amplify each other when combined. I’ll end with a working definition of social media and a framework to understand how to apply social media to your business or organization.

Chapter 1: Backlash

Chapter 2: The Marketer’s Dilemma

Chapter 3: So What Is Social Media

Chapter 1

Backlash

In 2004 I read an article written jointly by Jim Nail, at the time a Principal Analyst at Forrester Research, and Pete Blackshaw, then Chief Marketing Officer for Intelliseek. They quantified and defined the extent to which a sample set of trend-indicating online consumers were “pushing back” against traditional media. This was a turning point for me — I was working at GSD&M IdeaCity, an ad agency in Austin, TX, where I was helping develop the online and integrated marketing strategy team. This was also around the time when the first contemporary social networks began to gain critical mass, something that caught my attention and became the focus of my work.

In this opening chapter, I’ll cover the origin of the Social Web and the events that ushered in the capabilities that consumers now enjoy as they make daily use of the information available to them.

Chapter Contents

The Early Social NetworksThe Pushback BeginsThe Backlash: Measured and FormalizedThe Main Points

The Early Social Networks

My first involvement with online services was in 1986. I had just purchased a Leading Edge Model “D” (so that I could learn about the kinds of things one might do with a personal computer). I signed up as a member of Prodigy, launched a couple of years earlier by CBS, IBM, and Sears. The underlying premise of Prodigy was that advertisers— attracted by members — would play a key role in the business success of what was called the first “consumer online service.” On the typical Prodigy page, the lower one-third of the screen was devoted to ads. These ads — more or less untargeted by today’s standards— were nonetheless a significant advancement in the potential for a marketer to directly reach an individual. Although it hadn’t been put to use yet, that computer screen — unlike a TV — had a unique physical address. The opportunity for truly personal adverting took a step forward.

Prodigy, and in particular its contemporaries CompuServe and America Online, were in many ways the forerunners of present social networks and targeted online advertising. The thinking was that reaching a large number of individuals was not only potentially more valuable than reaching a homogenous mass audience, but that through technology, marketers just might be able to actually do it.

Individual, person-to-person connections have always been highly valued. The “real-world” community status of highly localized professionals — think of doctors, preachers, and insurance agents — comes from the fact that they are personally acquainted with each of the individuals that make up their overall customer base. This gives them the advantage of a highly personalized level of service. Assuming the service itself is acceptable (and if it’s not, they are quickly out of business), this personal bond translates directly into loyalty, the ultimate goal of brand marketers. Rather than failing to recognize the value of one-to-one efforts — no rocket science there — it was a logistical challenge that thwarted market-wide adoption of highly localized, personal advertising. Simply put, a mechanism to efficiently reach individuals on a large scale didn’t exist. In the early nineties, that changed.