Social media marketing: an hour a day
Auteur : EVANS Dave
Introduction.
Part I The Foundation of Social Media.
Chapter 1 Backlash.
The Early Social Networks.
The Pushback Begins.
A Big Boost from an Unlikely Source.
Why Does This Matter?
The Backlash: Measured and Formalized.
Which Brings Us to Trust.
Chapter 1: The Main Points.
Chapter 2 The Marketers Dilemma.
The Roots of Avoidance.
Early Online Word of Mouth.
The Social Web Blooms.
Nielsen Shows the Way.
Chapter 2: The Main Points.
Chapter 3 What Is Social Media?
Social Media Defined.
Is Social Media Accurate?
Social Media and Marketing.
Social Media as a Guidepost.
Social Medias Impact on the Purchase Funnel.
The Social Feedback Cycle.
The Elements of Social Media.
Chapter 3: The Main Points.
Part II Month 1: Prepare for Social Marketing.
Chapter 4 Week 1: Web 2.0: The Social Web.
Social Networks: The Power of the Collective.
Sarnoffs Law.
Metcalfes Law.
Reeds Law.
Social Media Begins Here.
Week 1: Engaging with Social Media.
Monday: The Written Word.
Using Blogs and Wikis.
Finding Social Content.
Tuesday: The Web Comes Alive with Multimedia.
Tuesdays One Hour Exercise.
Wednesday: Microblogs and Tagging.
Thursday: RSS.
Friday: Social Networks.
Fridays One Hour Exercise.
Chapter 4: The Main Points.
Chapter 5 Week 2: The Social Feedback Cycle.
Social Media in Marketing.
Consideration and the Purchase Funnel.
Consumer Generated Media.
Create Your Social Feedback Cycle.
The Social Feedback Cycle.
The Awareness Phase.
The Point of Sale.
Let the Games Begin.
Your Social Feedback Cycle.
Chapter 5: The Main Points.
Chapter 6 Week 3: Touchpoint Analysis.
Touchpoints and the Social Web.
Identifying Touchpoints.
Quantifying Touchpoints.
Gather Your Touchpoint Data.
Organize Your Data.
Evaluate and Rank Your Data.
Analyze Your Data.
Plan Your Next Steps.
Chapter 6: The Main Points.
Chapter 7 Week 4: Influence and Measurement.
Influence and the Social Web.
Quantifying the Conversation.
Influence and Metrics.
Applying Influence: Social Media.
Metrics: From Influence to ROI.
Chapter 7: The Main Points.
Part III Month 2: Social Media Channels.
Chapter 8 Week 1: Build a Social Media Campaign.
How Is Social Media Different?
Quantifying the Social Feedback Cycle.
Combining Touchpoints and Feedback.
Applying Social Media Metrics.
Social Media Channels.
Making Sense of the Channels.
Social Media and the Purchase Funnel.
The Point of Sale and Beyond.
Refining Your Plan.
Putting Your Framework Together.
Chapter 8: The Main Points.
Chapter 9 Week 2: Social Platforms.
Social Networks.
Personal Social Networks.
Business Social Networks.
Participation Is Everything.
White Label Platforms.
Support Forums, Message Boards, and Communities.
Customer Communities.
Working with Social Platforms.
Chapter 9: The Main Points.
Chapter 10...
Date de parution : 11-2008
Ouvrage de 408 p.
18x23 cm