9781119617006

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Make friends and sell things to people through social media

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 Social Media Marketing for Dummies, 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.

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.

Choose the best SMM combination for you
Avoid common mistakes and pitfalls
Track your customers from awareness to retention
Try out the latest stuff that really works

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!

Shiv Singh 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. Stephanie Diamond is president of Digital Media Works, a firm offering e-commerce and branding assistance to businesses. She is also the author of Content Marketing Strategies For Dummies.

Introduction 1

About This Book 1

Foolish Assumptions 2

Icons Used in This Book 2

Where to Go from Here 3

Part 1: Getting Started With Social Media Marketing 5

Chapter 1: Understanding Social Media Marketing 7

Defining Social Media Marketing 8

Learning about the Roles People Play 9

Changing roles of the social media marketer 10

Understanding the role of the influencer 12

Considering the types of influencers 14

Influencing on digital platforms 16

Comparing Social Media Marketing with Other Marketing Efforts 18

Direct mail 18

Public relations 19

Online advertising 20

Promotions 22

Taking Social Influence Beyond Marketing 23

Using social influencers to mobilize 24

Marketers as better corporate citizens 25

Social graphs for social change 27

Chapter 2: Discovering Your SMM Competitors 29

Classifying Consumer Activities 30

Researching Your Customers’ Online Activities 34

Identifying Personas 38

Analyzing Competitor Efforts 40

Setting up Google Alerts 41

Setting up Twitter alerts 43

Monitoring social networks 44

Tracking competitor websites 44

Researching Your Competitors’ Campaign Support 44

Conducting qualitative research 44

Running surveys and quantitative research 45

Seeing why all consumers are not created equal 46

Dipping into Hot SMM Concepts 48

Discovering gamification 48

Choosing localized marketing 49

Creating an app for that 49

Chapter 3: Getting in the Social Media Marketing Frame of Mind 51

Putting SMM in the Context of the Marketing Funnel 52

SMM at the awareness stage 53

SMM at the consideration stage 56

SMM at the preference stage 59

SMM at the action stage 60

SMM at the loyalty stage 61

Deepening Your SMM Relationship 63

SMM for customer service 63

SMM with offline marketing 65

SMM in the world of real-time marketing 66

Treating SMM Differently from Brand Marketing 68

SMM in the context of brand marketing 68

SMM in the context of direct-response marketing 69

Tying SMM with brand marketing and direct response 70

Part 2: Practicing SMM On The Social Web 71

Chapter 4: Launching SMM Campaigns 73

Discovering the Types of SMM Campaigns 73

Influencer outreach 74

UGC contests 75

Brand utilities 76

Podcasting 77

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Social Media Marketing for Dummies

Social Media Marketing for Dummies

1119617006

Summary

Author Biography

Table of Contents

Supplemental Materials

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