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Full Description
Set up, launch, and run your winning social/mobile media campaign! This guide is packed with actionable tools, techniques, and tips you can really use - all fully revamped for today's newest platforms and opportunities. Authors Jamie Turner and Reshma Shah have unsurpassed experience using social and mobile media to solve complex and difficult marketing challenges. Their How to Make Money with Social Media, Second Edition reads just like the conversation you'd want to have with them over coffee: it's friendly, upbeat, based on hard-won experience about what does (and doesn't) work, and focused on exactly what you need to know.Step by step, Turner and Shah show you how to:Define the right goals, strategies, and tactics - and then successfully execute on your plan Integrate social and mobile marketing with your other marketing programs, so you can gain more value from all of them Make the most of your resources, no matter how limited they are Leverage YouTube, LinkedIn, Facebook, Twitter, and newer platforms Measure brand sentiment, engagement, ROI, and more - and learn the right lessons from your metrics Avoid crucial pitfalls that other companies are currently encounteringEvery chapter includes easy-to-use tips in handy callouts and sidebars, concluding with Action Steps that answer today's #1 social/mobile marketing question: "What should I do next?"Whether you're a marketer, entrepreneur, sales leader, or student, if you want to profit from social or mobile marketing, start right here.
Contents
Introduction xixChapter 1: In the Beginning 1Chapter 2: The Evolution of Marketing 11Chapter 3: How to Think Strategically about Social Media 21Chapter 4: How to Speak Social Media 31Chapter 5: Laying the Groundwork for Success 39Chapter 6: Why Your First Social Media Campaign Didn't Work 47Chapter 7: Managing the Conversation 53Chapter 8: Social Media Is More Than Just Facebook, LinkedIn, Google+, and Twitter 61Chapter 9: Closing the Loop with E-mail and Marketing Automation 69Chapter 10: How to Use Networking Platforms to Help You Grow Your Sales and Revenue 79Chapter 11: How to Use Promoting Platforms to Help You Grow Your Sales and Revenue 87Chapter 12: How to Use Sharing Platforms to Help You Grow Your Sales and Revenue 95Chapter 13: It's Not about Social or Mobile, It's about Social and Mobile 103Chapter 14: How to Integrate Social Media into Your Marketing Plan 115Chapter 15: How to Conduct a Competitive Assessment 123Chapter 16: Conducting an Internal Situation Analysis 131Chapter 17: Understanding the Customer Thought Process 137Chapter 18: Establishing Your Major Objectives and Key Strategies 145Chapter 19: Aligning Your Social Media Strategy with Your Brand Essence 153Chapter 20: How to Measure the Impact of Your Social Media Campaign 159Chapter 21: Measuring the Quantitative Data 167Chapter 22: Measuring the Qualitative Data 175Chapter 23: All Roads in Social Media Should Lead to ROI 183Chapter 24: How to Ensure Your Social Media Campaign Runs Smoothly 191Chapter 25: A Step-by-Step Action Plan for Social Media Success 197Index 205
