- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full Description
The In-Your-Face, Results-Focused, No-"Kumbaya" Guide to Social Media for Business!Detailed techniques for increasing sales, profits, market share, and efficiencySpecific solutions for brand-building, customer service, R&D, and reputation managementFacts, statistics, real-world case studies, and rock-solid metricsStop hiding from social media--or treating it as if it's a playground. Start using it strategically. Identify specific, actionable goals. Apply business discipline and proven best practices. Stop fearing risks. Start mitigating them. Measure performance. Get results. You can. This book shows you how. Jason Falls and Erik Deckers serve up practical social media techniques and metrics for building brands, strengthening awareness, improving service, optimizing R&D, driving better leads--and closing more sales. "Conversations" and "communities" are wonderful, but they're not enough. Get this book and get what you really want from social media: profits. Think social media's a passing fad? Too risky? Just a toy? Too soft and fuzzy? Not for your business? Wake up! It's where your customers are. And it ain't going away. Does that suck? No. It doesn't. Do social media right, and all those great business buzzwords come true. Actionable. Measurable. And...wait for it...here comes the big one. Profitable. Damn profitable. Want to know how to do it right? We'll show you. And, yeah, we know how because we've done it. This is the bullshit-free, lie-free, fluff-free, blessedly non-New-Age real deal. You're going to learn how to use social media to deliver absolutely killer customer service. How to R&D stuff people actually want. Develop scads of seriously qualified leads. You'll figure out what you want. You know, the little things like profits, market share, loyalty, and brand power. You'll figure out how to measure it. And then you'll go get it. One more thing. We know what scares you about social media. Screwing up (a.k.a., your mug on the front page of The Wall Street Journal). So we'll tell you what to do so that won't happen. Ever. No B.S. in this book. Just facts. Metrics. Best practices. Stuff to warm the hearts of your CFO, CEO, all your C-whatevers. And, yeah, you. So get your head out from under the pillow. Get your butt in gear. Let's go make some money.
Contents
Introduction.. . . . 1 Part IMarketing Is for Business.Chapter 1: Ignore the Hype. Believe the Facts. 9Social Media and the Hype Cycle 11The Problem with What Social Media Purists Preach 15But Asking About ROI Is Asking the Wrong Question 16Seven Things Social Media Marketing Can Do for Your Business 191. Enhance Branding and Awareness 192. Protect Brand Reputation 203. Enhance Public Relations 214. Build Community 215. Enhance Customer Service 226. Facilitate Research and Development 237. Drive Leads and Sales 23When You Add "Marketing," It's About Business 24Endnotes 25Chapter 2: It's Not Them; It's You! 27Today's Consumer Is Different.You're Still the Same Old Dinosaur 29You Never Controlled Your Message 31If Social Media Can Help Overthrow a Government, What Will It Do to a Company? 32It's Not About Being on Social; It's About Being Social 34If You Don't Trust Your Employees, You Hired the Wrong People 36Don't Blame It on IT, Compliance, or Legal 38Social Media Doesn't Violate Company Policy. People Violate Company Policy 39So What Can You Do with Social Media? 40The Ball Is in Your Court 41Endnotes 42Chapter 3: Your Competition May Have Already Kicked Your Ass 43Your Audience Doesn't Trust You Anymore, Anyway 45Go Ahead, Buy an Ad 47But We're a B2B Company; We Don't Count 48Destroy Your Printer 49The Shipping Industry Goes Social 50But It Doesn't Have to Be That Complicated 50Do You Want to Be Greg Tackett or His Competition? 51Endnotes 52Chapter 4: Here's the Secret: There Is No Damn Secret! 55Social Media Marketing Is Not About Technology, It's About Communication 56Tools Change; the Need for Messaging Won't 57Social Media Is Not an Advertising Medium, but Social Platforms Can Be 58This Ain't "Rocket Surgery" 61Starting in Social Media Is Like Asking an Investor for Money 61Social Media Marketing Is About Planning and Measuring 64Five Mind-Set Shifts That Make Successful Social Media Marketing Managers (and One Caveat) 65 Part II: How Social Media Marketing Really WorksChapter 5: Make Some Noise: Social Media Marketing Aids in Branding and Awareness 71Your Brand Is What the Community Says It Is 73Traditional Marketing and Its Metrics Have Lied to You for Years 77Why We Can't Measure Traditional Marketing and PR 78Why We Can Measure Social Media 79Compare Costs Between Social Media and Traditional Media 81What Traditional Marketing Costs 82What Social Media Marketing Costs 83The 500 Million Water Coolers Are Now One Big One 84Putting Metrics Around Branding and Awareness 86Endnotes 89Chapter 6: It's Your House: Social Media Marketing Protects Your Reputation 91What Is "Crisis Communication"? 95You Just Can't Wait for Traditional Media to Catch Up or Get It Right 96When You Don't Listen or Respond, You Get Chi-Chi'd 98Six Steps for Dealing with Detractors 100But It's Not Always About the Negative 101Protecting Your Reputation Has a Technology Side, Too 102Putting Metrics Around Protecting Your Reputation 104Endnotes 107Chapter 7: Relating to Your Public: Social Media Marketing and Public Relations 109Public Relations Is Not Only About the Mainstream Media Anymore 112Journalists Are Using Social Media, Too 115Social Media Lets PR Skip the Gatekeepers and Editors 116Quit Waiting for Traditional Media to Catch Up 117Avoiding the Filter of the Traditional Media 118The New Media Relations Landscape 119Crisis Communication Starts Months Before You Have a Crisis 122Dealing with Detractors 123Putting Metrics Around Public Relations 125Endnotes 127Chapter 8: The Kumbaya Effect: Social Media Marketing Builds Community 129Understanding Different Types of Communities 133There's More to Building Community Than Just Making Friends 135Measuring Community 136You Can Even Build Community Around Scissors! 138But What If Our Competition Shows Up in Our Community? 140Okay, So How Do You Do This and How Much Will It Cost? 142Endnotes 145Chapter 9: It's About Them: Social Media Marketing Drives Customer Service 147Why Do You Want to Hear from Your Customers? 150Putting Your People Where Your Mouth Is 151You Can't Help Everyone 152You're Not the "Jackass Whisperer" 153Sometimes It's Just Two Little Words 155Putting Metrics Around Customer Service 157Measuring Customer Service Savings 159Endnotes 161Chapter 10: Get Smarter: Social Media Marketing Drives Research and Development 163Collaboration Is the New Black 164Collaborating with Customers Breeds Customers 165Let's Collaborate About Scissors...Yes, Scissors 166Papa's R&D Is in the House 168Measuring Research and Development 169It's Adding R&D to Your R&D 171But We're a Small Business;We Don't Do R&D 172How to Plan For Research and Development 175Endnotes 177Chapter 11: It's All About the Benjamins: Social Media Marketing Drives Sales 179Nothing's Wrong with Advertising 182Advertising Is Outbound. Social Media Is Inbound 183Case Studies in Social Media Marketing for Sales 184The PIs and the KPIs 185Putting Metrics Around Sales 187We Know What It Can Do; Now How Do We Do It? 190Endnotes 191 Part III: Get Off Your Ass, Would Ya!Chapter 12: Remedy Your Fears with Sound Policy 193Why Do We Need a Social Media Policy? 195The Question of Ownership 198What Can Employees Do at Home? 199Telecommuting Is Not the Same as Personal Networking 200What Should a Social Media Policy Include 200What Should You Do About Privileged Information and Avoiding Giving Advice? 204Trust Employees, but Not Everyone Should Speak for the Company 205Who Should Enforce It? 205Let's Be Clear on the Responsibility 207What If People Spend Too Much Time on Social Media? 208Endnotes 209Chapter 13: Assign Responsibility and Be Accountable 211The Question of Ownership 212A Quick Review of the Pros and Cons 213Marketing 213Sales 214Public Relations 214Customer Service 215Who Should Not Be in Charge 215The Ideal Setup 216Social Media Management Is for Senior Staff, Not Interns 217Who Are the Ideal Social Media Practitioners? 218What If Your Employee Becomes a Social Media Rock Star? 219The Models of Social Media Management 221Hold Your Team Accountable 223Chapter 14: This Is NOT a Sandbox. It's a Business. 225You Know What It Can Do, Now Decide What You Want It to Do 226Done Is Better Than Perfect 228Turn Your Plan into Action 229Planning for the Unexpected 231Sometimes You Can't Do It Alone 233Endnotes 236Chapter 15: Being Social 237Being a Social Business Makes Customers Proud to Wear Your Badge 238Social Media Marketing Is More Than Just Business 239Five Kickstarters to Change a Traditional Mind-Set 241Kickstarter No. 1--Hear, Then Listen 242Kickstarter No. 2--Share, Then Solve 243Kickstarter No. 3--Launch, Then Learn 243Kickstarter No. 4--Trust, Then Adjust 244Kickstarter No. 5--Give, Then Get 244In the End, It's a Business 245Endnotes 247Index 249
