Details

Social Media Marketing For Dummies


Social Media Marketing For Dummies


4. Aufl.

von: Shiv Singh, Stephanie Diamond

19,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 15.01.2020
ISBN/EAN: 9781119617013
Sprache: englisch
Anzahl Seiten: 448

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<p><b>Make friends and sell things to people through social media</b> </p> <p>Social media technology is restlessly inventive, providing thousands of awesome ways for you to market your business inexpensively and on a large scale—often directly into the pockets of consumers. But in the proliferating, ever-changing world of tweets, influencers, handles, and alerts, it can be hard to know where to begin and then to evaluate what’s actually working for you. In the new edition of <i>Social Media Marketing for Dummies</i>, leading SMM voices Shiv Singh and Stephanie Diamond clear away the confusion and show you the smartest, most effective ways to plan, launch, manage, and assess your campaigns—and then iterate and optimize for increased success.</p> <p>Incorporating the latest trends and presented in a friendly, easily digestible step-by-step style, you’ll find the ultimate blueprint for developing your best SMM strategy. In no time, you’ll find out how to line up with Facebook, Twitter, Tumblr, and Google, develop a unique and compelling voice, and influence your key audience all the way to the bank.</p> <ul> <li>Choose the best SMM combination for you</li> <li>Avoid common mistakes and pitfalls</li> <li>Track your customers from awareness to retention</li> <li>Try out the latest stuff that really works</li> </ul> <p>Whether your organization is large or small, it simply doesn’t pay to be shy. Find your voice, get social, and chat your way to attracting and keeping new customers today!</p>
<p>Introduction 1</p> <p>About This Book 1</p> <p>Foolish Assumptions 2</p> <p>Icons Used in This Book 2</p> <p>Where to Go from Here 3</p> <p><b>Part 1: Getting Started with Social Media Marketing 5</b></p> <p><b>Chapter 1: Understanding Social Media Marketing 7</b></p> <p>Defining Social Media Marketing 8</p> <p>Learning about the Roles People Play 9</p> <p>Changing roles of the social media marketer 10</p> <p>Understanding the role of the influencer 12</p> <p>Considering the types of influencers 14</p> <p>Influencing on digital platforms 16</p> <p>Comparing Social Media Marketing with Other Marketing Efforts 18</p> <p>Direct mail 18</p> <p>Public relations 19</p> <p>Online advertising 20</p> <p>Promotions 22</p> <p>Taking Social Influence Beyond Marketing 23</p> <p>Using social influencers to mobilize 24</p> <p>Marketers as better corporate citizens 25</p> <p>Social graphs for social change 27</p> <p><b>Chapter 2: Discovering Your SMM Competitors 29</b></p> <p>Classifying Consumer Activities 30</p> <p>Researching Your Customers’ Online Activities 34</p> <p>Identifying Personas 38</p> <p>Analyzing Competitor Efforts 40</p> <p>Setting up Google Alerts 41</p> <p>Setting up Twitter alerts 43</p> <p>Monitoring social networks 44</p> <p>Tracking competitor websites 44</p> <p>Researching Your Competitors’ Campaign Support 44</p> <p>Conducting qualitative research 44</p> <p>Running surveys and quantitative research 45</p> <p>Seeing why all consumers are not created equal 46</p> <p>Dipping into Hot SMM Concepts 48</p> <p>Discovering gamification 48</p> <p>Choosing localized marketing 49</p> <p>Creating an app for that 49</p> <p><b>Chapter 3: Getting in the Social Media Marketing Frame of Mind 51</b></p> <p>Putting SMM in the Context of the Marketing Funnel 52</p> <p>SMM at the awareness stage 53</p> <p>SMM at the consideration stage 56</p> <p>SMM at the preference stage 59</p> <p>SMM at the action stage 60</p> <p>SMM at the loyalty stage 61</p> <p>Deepening Your SMM Relationship 63</p> <p>SMM for customer service 63</p> <p>SMM with offline marketing 65</p> <p>SMM in the world of real-time marketing 66</p> <p>Treating SMM Differently from Brand Marketing 68</p> <p>SMM in the context of brand marketing 68</p> <p>SMM in the context of direct-response marketing 69</p> <p>Tying SMM with brand marketing and direct response 70</p> <p><b>Part 2: Practicing SMM on the Social Web 71</b></p> <p><b>Chapter 4: Launching SMM Campaigns 73</b></p> <p>Discovering the Types of SMM Campaigns 73</p> <p>Influencer outreach 74</p> <p>UGC contests 75</p> <p>Brand utilities 76</p> <p>Podcasting 77</p> <p>Sponsored conversations 77</p> <p>Recognizing What Makes a Good SMM Campaign 78</p> <p>Creating Your SMM Roadmap 79</p> <p>Define your objectives 80</p> <p>Develop a powerful story/experience 80</p> <p>Create an action plan 81</p> <p>Craft the content path 82</p> <p>Execute for influence 83</p> <p>Create partnerships 83</p> <p>Track the results 84</p> <p>Participating — Four Rules of the Game 85</p> <p>Be authentic 85</p> <p>Give participants equal status 88</p> <p>Let go of the campaign 88</p> <p>Killing the Campaign Expiry Date 88</p> <p>Monitoring Brands and Conversations 91</p> <p>Responding to Criticism 92</p> <p><b>Chapter 5: Developing Your SMM Voice 95</b></p> <p>Figuring Out Why You Need an SMM Voice 96</p> <p>Defining SMM Voice Characteristics 97</p> <p>Multiple and authentic 97</p> <p>Transparent and easy to find 97</p> <p>Engaging and conversational 98</p> <p>Social web savvy 98</p> <p>Unique to the person 98</p> <p>Distinguishing Between SMM Voices and Brand Voices 99</p> <p>Outlining SMM Voice Objectives 100</p> <p>Choosing the Owner of Your Organization’s SMM Voice 102</p> <p>CEO 103</p> <p>CMO 104</p> <p>Social media lead 105</p> <p>PR manager 105</p> <p>Agency 106</p> <p>Other external voices 107</p> <p>Crowdsourcing SMM Voices with Guidelines 107</p> <p><b>Chapter 6: Understanding a Marketer’s Responsibilities 111</b></p> <p>Recognizing Who You Serve 112</p> <p>Employees 112</p> <p>Suppliers 113</p> <p>Communities 113</p> <p>Shareholders 113</p> <p>Practicing Socially Responsible Marketing 114</p> <p>A commitment to the truth 114</p> <p>Five ways to encourage truthfulness 115</p> <p>Accountability to Your Own Company 116</p> <p><b>Part 3: Reaching Your Audience Via Mainstream Social Platforms 119</b></p> <p><b>Chapter 7: Finding the Right Platforms 121</b></p> <p>Choosing Social Media Platforms 122</p> <p>Learning about your customers 123</p> <p>Addressing your industry influence 125</p> <p>Preparing Your Employees for Social Media Networking 126</p> <p>Evaluating Your Resources 127</p> <p>Assessing What Each Social Network Offers You 129</p> <p>Using platforms as audience research tools 130</p> <p>Getting niche-savvy 132</p> <p><b>Chapter 8: Exploring SMM Strategies for Facebook 135</b></p> <p>Looking at Facebook Basics 136</p> <p>Starting with Search 138</p> <p>Facebook pages 139</p> <p>Facebook groups 140</p> <p>Facebook events 141</p> <p>Facebook applications 142</p> <p>Login with Facebook 143</p> <p>Using Ads on Facebook 144</p> <p>Sponsored stories 145</p> <p>Other advertising formats 145</p> <p><b>Chapter 9: Marketing on Twitter 147</b></p> <p>Figuring Out the Basics of Twitter 148</p> <p>A Twitter handle 149</p> <p>Searches 150</p> <p>Responses 151</p> <p>Following and followers 151</p> <p>Marketing via Twitter 152</p> <p>Using Promoted Accounts 153</p> <p>Making Use of Promoted Tweets 154</p> <p>Using Promoted Trends 157</p> <p>Working with Sponsored Tweets 158</p> <p>Tips and Tricks 159</p> <p><b>Chapter 10: Creating a YouTube Strategy 161</b></p> <p>Looking at YouTube Basics 162</p> <p>Benefitting from SMM marketing on YouTube 162</p> <p>Attracting subscribers 163</p> <p>Promoting on YouTube 164</p> <p>Always create a customized channel 164</p> <p>Creating custom content for YouTube 165</p> <p>Tagging and categorizing all your clips 166</p> <p>Leaving video responses 166</p> <p>Including a call to action 167</p> <p>Have some fun, too 168</p> <p>Seeding a Viral Campaign 168</p> <p>Advertising on YouTube 171</p> <p><b>Chapter 11: Considering LinkedIn 173</b></p> <p>Getting Started 174</p> <p>Creating a New Profile 176</p> <p>Preparing a content strategy 177</p> <p>Covering what matters first 178</p> <p>Accessing LinkedIn from your mobile devices 180</p> <p>Finding connections 180</p> <p>Choosing to advertise 180</p> <p>Participating in Groups 183</p> <p>Benefitting from joining groups 183</p> <p>Starting your own group 184</p> <p>Leading a successful group 185</p> <p>Using LinkedIn to Answer Questions 186</p> <p>Finding a Job 187</p> <p><b>Chapter 12: Delving into Instagram 191</b></p> <p>Recognizing the Basics 192</p> <p>Signing up 192</p> <p>Sharing photos or videos for the first time 193</p> <p>Using filters 195</p> <p>Getting Found on Instagram 196</p> <p>Structuring Instagram for Business Goals 197</p> <p>Creating content for your business 197</p> <p>Curating and sharing 199</p> <p>Using tools to manage your account from your computer 201</p> <p><b>Chapter 13: Discovering Snapchat 203</b></p> <p>Exploring Snapchat 204</p> <p>Looking at Snapchat’s unique features 204</p> <p>Getting to know the Snapchat user 205</p> <p>Advertising on Snapchat 206</p> <p>Choosing an objective and format 206</p> <p>Reaching your customers on Snapchat 208</p> <p>Measuring Results on Snapchat 208</p> <p><b>Chapter 14: Marketing with Pinterest 211</b></p> <p>Recognizing Pinterest Users 212</p> <p>Exploring the interests of users 213</p> <p>Pinning as a social activity 214</p> <p>Focusing on Strategy 214</p> <p>Becoming a Business Pinner 215</p> <p>Setting up your profile 216</p> <p>Starting a group board 218</p> <p>Creating secret boards 220</p> <p>Developing Credibility with Your Boards and Images 220</p> <p>Drilling down with Guided Search 223</p> <p>Experimenting with promoted pins 224</p> <p>Tracking your results 224</p> <p><b>Chapter 15: Interacting with Tumblr 227</b></p> <p>Setting Up Shop on Tumblr 227</p> <p>Finding and Sharing the Good Stuff 230</p> <p>Using your dashboard 232</p> <p>Observing other blog successes 238</p> <p>Looking at Paid Media 239</p> <p>Tracking Your Users 240</p> <p><b>Chapter 16: Engaging Customers Using Other Platforms 241</b></p> <p>Blogging on Medium for Your Business 241</p> <p>Looking at the pros and cons 243</p> <p>Making a choice 244</p> <p>Utilizing analytics 245</p> <p>Delving into Medium content 245</p> <p>Discussing Ideas On Redditcom 248</p> <p>Marketing on Reddit 248</p> <p>Setting up 249</p> <p>Knowing the lingo 249</p> <p>Analyzing content 250</p> <p>Sharing Video on TikTok 252</p> <p>Getting in on the action 252</p> <p>Experimenting with TikTok 252</p> <p><b>Part 4: Getting Your Message to Connectors 255</b></p> <p><b>Chapter 17: Marketing to Millennials 257</b></p> <p>Learning About Millennials 257</p> <p>Technically savvy 258</p> <p>Seek a balanced life 258</p> <p>Follow influencers 258</p> <p>Look for recognition and feedback 259</p> <p>Prefer to share or barter 259</p> <p>Understanding What Millennials Want from Brands 260</p> <p>Trustworthiness and authenticity 260</p> <p>Cause-minded attitude 261</p> <p>Respectful of privacy concerns 261</p> <p>Open to collaboration with customers 262</p> <p>Recognizing Millennials Shopping Habits 262</p> <p>Succeeding with Millennials 264</p> <p>Hitting the target 264</p> <p>Appreciating the convenience of subscription services 265</p> <p><b>Chapter 18: Accounting for the Influencers 267</b></p> <p>Knowing the Expert Influencers 268</p> <p>Reaching the Expert Influencers 270</p> <p>Tapping into the Referent Influencers 272</p> <p>Anonymous referent influencers 273</p> <p>Known referent influencers 273</p> <p>Reaching the Referent Influencers 273</p> <p>Cookie data 274</p> <p>Website behavior 274</p> <p>Tapping into the Positional Influencers 275</p> <p>Understanding the circles of influence around your customers 276</p> <p>Letting consumers shape and share the experience 276</p> <p>Articulating your product benefits for multiple audiences 276</p> <p>Fishing where the fish are 276</p> <p>Offering friends and family incentives 277</p> <p>Translating Influence to the Offline World 278</p> <p>Putting your customer reviews in your stores 278</p> <p>Marrying social media marketing with events and PR 278</p> <p>Measuring online buzz and offline influence 279</p> <p>Connecting influencers at meet-ups 279</p> <p>Treating your stores as cafés 280</p> <p>Putting Twitter on the big screen 280</p> <p><b>Chapter 19: Disrupting with Voice Search 281</b></p> <p>Understanding Voice Search 281</p> <p>Benefitting from voice searches 282</p> <p>Reviewing smart speakers 282</p> <p>Interacting with Voice Assistants 283</p> <p>Discovering What Customers Want 284</p> <p>Providing Answers 284</p> <p>Creating flash briefings and Actions 285</p> <p>Looking at brand examples 285</p> <p>Developing your apps 286</p> <p>Getting Your Content Ready 288</p> <p><b>Chapter 20: Utilizing Messaging Apps 291</b></p> <p>Looking at Messenger 291</p> <p>Reviewing benefits for brands 292</p> <p>Learning what users want when messaging brands 292</p> <p>Setting Up Messenger 294</p> <p>Understanding Chatbots 295</p> <p>Classifying chatbots 295</p> <p>Dipping into chatbots 296</p> <p>Deploying WhatsApp from Facebook 298</p> <p>Communicating with users 299</p> <p>Creating mobile messages with WhatsApp 299</p> <p>Using the WhatsApp Business App 300</p> <p><b>Part 5: Old Marketing Is New Again with SMM 301</b></p> <p><b>Chapter 21: Practicing SMM on Your Website 303</b></p> <p>Focusing on the SMM-Integrated Website 304</p> <p>Making the Campaign and the Website Work Together 305</p> <p>Treating your website as a hub, not a destination 305</p> <p>Linking prominently to your presence on social platforms 306</p> <p>Promoting campaigns on your website home page 307</p> <p>Encouraging deeper interaction through your website 308</p> <p>Asking customers to give you feedback on your content 309</p> <p>Rethinking Your Website 309</p> <p>User experience 309</p> <p>Simple design 309</p> <p>Conversational user interface (CUI) 310</p> <p>Content marketing 310</p> <p>Customer reviews 311</p> <p>About Us and Contact Us pages 313</p> <p>Tips and Tricks for Website SMM 315</p> <p>Aggregate information for your customer’s journey 315</p> <p>Amplify business stories 315</p> <p>Align your organization into multiple, authentic voices 316</p> <p>Apply share buttons 316</p> <p><b>Chapter 22: Becoming an Authentic and Engaged Advertiser 317</b></p> <p>Social Advertising: An Online Advertising Game Changer 317</p> <p>Native Advertising and How It Can Work for You 319</p> <p>Emotional 320</p> <p>Engaging 321</p> <p>Simple 321</p> <p>Making Paid and Earned Media Work Together 322</p> <p>Working harder to gain attention 322</p> <p>Making paid media jump-start earned media initiatives 323</p> <p>Tips and tricks for campaigns 325</p> <p>Making SMM Work with TV 327</p> <p>Awareness through TV; engagement via the Internet 327</p> <p>Awareness, engagement, and conversion with television 328</p> <p>Measuring the effectiveness of TV and the second screen 329</p> <p><b>Chapter 23: Building an SMM Mobile Campaign 331</b></p> <p>Looking at Consumer Trends in Mobile 332</p> <p>A telephone and much more 332</p> <p>The release and adoption of smarter phones 333</p> <p>Understanding the Many Paths within the Mobile Channel 335</p> <p>Keeping in Mind Mobile Phone Capabilities 337</p> <p>It’s a snap: Using the camera 338</p> <p>Location, location, location 338</p> <p>Near-field communications and RFID 339</p> <p>Phone interaction 339</p> <p>Fitting Mobile into Your Social Media Practices 340</p> <p>Defining mobile marketing and its place within the social media context 341</p> <p>Uniting mobile marketing with social media 342</p> <p>Supporting a cause 343</p> <p>Building Your Own Mobile-Enabled Communities 345</p> <p>Leveraging existing online communities 345</p> <p>Creating your own social offerings: applications and widgets galore 346</p> <p>Adding Social Media Elements to Mobile 347</p> <p>Portable social graphs 347</p> <p>Searching with mobile 347</p> <p>Harnessing Mobile to Support Social Media 349</p> <p>Deciding When to Build a Mobile App 350</p> <p><b>Chapter 24: Encouraging Employees to Advocate for Your Brand on Social Media 353</b></p> <p>Embracing the Idea of Employee Collaboration 354</p> <p>Rewarding teams 355</p> <p>Treating everyone equally 355</p> <p>Trusting your employees 355</p> <p>Creating the right culture 356</p> <p>Placing a premium on groups with a purpose 356</p> <p>Avoiding excessive snooping 356</p> <p>Picking Social Software for Social Influence 357</p> <p>Rethinking the Intranet 359</p> <p>Getting rid of the buzzwords 359</p> <p>Don’t try to control too much 360</p> <p>Surfacing the connections 360</p> <p>Taking search social 360</p> <p>Allowing alternative access 361</p> <p>Promoting the value of historical record 361</p> <p>Giving your intranet a pulse 361</p> <p>Aiming to destructure 362</p> <p>Giving employees other choices 363</p> <p><b>Chapter 25: Changing Tactics and Metrics 365</b></p> <p>Correlating Data with Business Objectives 366</p> <p>Focusing on the Tactics That Count 367</p> <p>Rethinking the Customer Experience 368</p> <p>Personalizing the CX 368</p> <p>Measuring your customer experience 370</p> <p>Analyzing the customer journey 371</p> <p>Integrating Marketing Technology with Analytics Systems 372</p> <p>Facing data problems 372</p> <p>Preparing your data 373</p> <p>Deploying AI Tools 374</p> <p><b>Chapter 26: Understanding Social Media Governance 375</b></p> <p>Recognizing How SMM Impacts Other Company Functions 375</p> <p>Public relations 376</p> <p>Customer support 377</p> <p>Sales 377</p> <p>Legal 378</p> <p>Introducing Social Media Governance Models 378</p> <p>Social media policies and guidelines 380</p> <p>Tips and tricks for social media governance 381</p> <p>Dealing with a Social Media Crisis 382</p> <p><b>Chapter 27: Using Real-Time Marketing 385</b></p> <p>Introducing Real-Time Marketing 385</p> <p>Real-time insights 386</p> <p>Real-time response 387</p> <p>Real-time “on the fly” 388</p> <p>Real-time co-creation 388</p> <p>Real-time distribution 389</p> <p>Real-time engagement 390</p> <p>Organizing for Real-Time Marketing 391</p> <p>Taking TV into Real-Time Marketing 393</p> <p><b>Chapter 28: Data and Privacy 395</b></p> <p>Knowing What Data You Have to Play With 395</p> <p>Harnessing Data & Privacy Best Practices 397</p> <p>Understanding New Data and Privacy Laws 398</p> <p>General Data Protection Regulation 398</p> <p>California Consumer Privacy Act 399</p> <p>So What Does This All Mean for Your Marketing Effort? 400</p> <p><b>Part 6: The Part of Tens 401</b></p> <p><b>Chapter 29: Ten SMM-Related Must-Read Blogs 403</b></p> <p>Brian Solis 403</p> <p>Content Marketing Institute 404</p> <p>Convince and Convert 404</p> <p>Copyblogger 404</p> <p>Marketing Profs 404</p> <p>Neil Patel’s Blog 405</p> <p>Razor Social 405</p> <p>Seth Godin 405</p> <p>Shiv Singh 405</p> <p>Social Media Examiner 406</p> <p><b>Chapter 30: Ten Top SMM Tools 407</b></p> <p>Buffer 407</p> <p>BuzzSumo 408</p> <p>Facebook Insights 408</p> <p>Followerwonk 408</p> <p>Hootsuite 408</p> <p>Later 409</p> <p>Mention 409</p> <p>SproutSocial 409</p> <p>Tailwind 410</p> <p>Tweepi 410</p> <p><b>Chapter 31: Ten Tips to Navigate Fakeness 411</b></p> <p>Create Shared, Mutual Goals 412</p> <p>Use Reflection to Override Bias 412</p> <p>Engage Openly with Dissent 412</p> <p>Challenge Opinion and Ask for Facts 412</p> <p>Encourage Those Who Don’t Conform 413</p> <p>Ask Yourself “What if the Opposite Was True” 413</p> <p>Engage in Active, Critical Analysis 413</p> <p>Question Morally Dubious Directives 414</p> <p>Seek Out Allies 414</p> <p>Focus on Building Trust First 414</p> <p>Index 415</p>
<p><b>Shiv Singh</b> is the Chief Marketing Officer at Eargo Inc. He was formerly an SVP of Marketing at Visa Inc. and prior to that was the Global Head of Digital for PepsiCo Beverages. He is a leading voice in social media marketing.</p> <p><b>Stephanie Diamond</b> is president of Digital Media Works, a firm offering e-commerce and branding assistance to businesses. She is also the author of <i>Content Marketing Strategies For Dummies. </i>
<p><b>Chat your way to sales success! </b></p> <p>Are you an independent entrepreneur? Or do you work in marketing? Would you like to? Then the ability to skillfully use social media marketing is a must. In this book, two experts on the topic share their knowledge in easy-to-understand chunks, helping you discover how to navigate the ever-changing social media playing field. Recognize the role of influencers, choose the right distribution channels, become a persuader, create and curate content, learn to be flexible, and see how social media fits with your other marketing tools. <p><b>Inside...</b> <ul><li><b>Pick the best channels for you</li> <li>Learn about the latest trends</li> <li>Plan and manage a campaign</li> <li>Develop your own voice</li> <li>Assess your campaign’s success</li> <li>Track your customers</li> <li>Help clients market for you</li> <li>Dodge common pitfalls</b></li></ul>

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