Apr 17, 2018 - Additional Exercises. 17. 2: Shifting Influences and the Decline of Push Marketing. 21. When Push Comes to Shove. 22. Box: Push versus Pull.
Detailed Contents
Brief Contents Foreword by Valerie K. Jones Preface Acknowledgments Introduction
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PART I: An Overview of Social Media 1: The Scale and Scope of Social Media
The Rise of Social Media The Size of Social Influence Theoretically Speaking: Interactivity and Two-Way Communication Mini Case: Kony 2012 Chapter 1 Checklist Social Plan Part 1: Discover and Explore Questions for Discussion Additional Exercises 2: Shifting Influences and the Decline of Push Marketing
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When Push Comes to Shove Box: Push versus Pull Mass Media to Consumer Communication Mini Case: Sony Europe Theoretically Speaking: Social Presence and Media Richness Chapter 2 Checklist Social Plan Part 2: Adding to the Noise Questions for Discussion Additional Exercises
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3: A Marketer’s Point of View from Control to Engagement
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The Advertising Age Is Over Mini Case: Queensland Tourism From Interruption to Engagement Theoretically Speaking: The Four Ps to the Four Cs Chapter 3 Checklist Social Plan Part 3: Quantifying Engagement Questions for Discussion Additional Exercises
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PART II: A Strategic Framework That Works 4: Lay a Foundation and Frame the Conversation
Business Objectives, Target Audience, Social Analysis Box: Objectives Should Meet SMART Guidelines Gather Primary and Secondary Data Mini Case: Old Spice New Target Listen with a Social Media Audit Theoretically Speaking: Market Segmentation Chapter 4 Checklist Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit Questions for Discussion Additional Exercises 5: Make Repairs and Jumpstart the Conversation
Fix Operations, Product, and Service Issues Big Ideas and Being Interesting Box: What Is Account Planning? Telling a Story in Social Media Mini Case: Chipotle Scarecrow Theoretically Speaking: Ethnographic Observational Research Chapter 5 Checklist Social Plan Part 5: Repair Plan and Big Idea Questions for Discussion Additional Exercises 6: Integrating Marketing, Advertising, and Public Relations with Social Media
The Real Convergence Box: The Attention Economy Think Like an Expert in All Fields Mini Case: Burger King Subservient Chicken Theoretically Speaking: Corporate and Marketing Communication, Public Relations, and Advertising Native Advertising and Paid Social Media Chapter 6 Checklist Social Plan Part 6: Integrate Traditional Marketing with Social Strategy Questions for Discussion Additional Exercises
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PART III: Choose Social Options for Target, Message, and Idea 7: Social Networks, Blogs, and Forums
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Choosing Social Options Social Networks Facebook LinkedIn Messaging Apps Social Network Considerations Blogs and Forums
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WordPress Mini Case: GM Fastlane Blog Blogger Tumblr Forums Blog and Forum Considerations Chapter 7 Checklist Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums Questions for Discussion Additional Exercises 8: Microblogging and Media Sharing
Microblogging Twitter Pinterest Microblogging Considerations Mini Case: Pharrell’s “Happy” Media Sharing YouTube Instagram Snapchat Media-Sharing Considerations Chapter 8 Checklist Social Plan Part 8: Choose Most Strategic Content Sharing Questions for Discussion Additional Exercises 9: Geosocial, Live Video, Ratings, and Reviews
Geosocial Foursquare Social App Locations Google My Business Social Live Video Geosocial and Live Video Considerations Ratings and Reviews Mini Case: McDonald’s Q&A Yelp TripAdvisor Amazon Ratings and Reviews Considerations Chapter 9 Checklist Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews Questions for Discussion Additional Exercises 10: Social Bookmarking and Social Knowledge
Social Bookmarking Reddit Digg
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StumbleUpon BuzzFeed Mini Case: Behr Paints BuzzFeed Social Bookmarking Considerations Social Knowledge Wikipedia Yahoo! Answers Quora Social Knowledge Considerations Podcasts RSS Feeds iTunes Podcast Considerations Feeling Overwhelmed Is Natural Chapter 10 Checklist Social Plan Part 10: Buzz Building and Knowledge Sharing Questions for Discussion Additional Exercises
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PART IV: Integrating Social Media across Organizations 11: Social Media Insights and Crowdsourcing
Leveraging Social Media Insights Box: Social Media Research Process Crowdsourcing the Wisdom of the Crowd Mini Case: Fiat Mio Theoretically Speaking: Local Search Constrains R&D Chapter 11 Checklist Social Plan Part 11: Adding Crowdsourcing into a Campaign Questions for Discussion Additional Exercises 12: Content Marketing and Influencer Marketing
Engagement through Content Marketing Mini Case: Dove Real Beauty Sketches Supercharge Word-of-Mouth Box: How to Find a Brand Evangelist Influencer Marketing Theoretically Speaking: Consumer-Brand Relationships Chapter 12 Checklist Social Plan Part 12: Creating Brand Content and Motivating Brand Evangelists Questions for Discussion Additional Exercises 13: Social Care and Social Selling
The Customer Is Always Right Mini Case: Hertz 24/7 Social Care
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D E TA I L E D C O N T E N T S ix
Social Care Is No Longer a Choice Box: Types of Social Information Impacting Customer Service Social Selling Is Integral to B2B Sales Strategy Theoretically Speaking: Word-of-Mouth in a Service Context Chapter 13 Checklist Social Plan Part 13: Creating Cross-Functional Social Care and Social Sales Questions for Discussion Additional Exercises
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Part V: Pulling It All Together 14: Write Your Plan, Plan Your Sell
Slow and Steady Wins the Race Content Creation Takes Time and Focus Social Media Content Calendar Social Media Metrics Social Media Budget Theoretically Speaking: Uses and Gratification Leap of Faith? Mini Case: Saucony Find Your Strong Chapter 14 Checklist Social Plan Part 14: Compile the Parts and Sell the Story Questions for Discussion Additional Exercises 15: Social Media Law, Ethics, and Etiquette
Social Media Laws and Regulations Social Media Ethics and Etiquette Mini Case: Wal-Marting Across America Consumer Data Privacy and Security Theoretically Speaking: Elaboration Likelihood Model Chapter 15 Checklist Social Plan Part 15: Checking The Plan for Law and Ethical Considerations Questions for Discussion Additional Exercises
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Appendixes
A: Three-Part Social Plan B: Social Media Tools and Resources
Glossary Index About the Author
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