Insightful Knowledge : An Enlightened View of Social Media

• Autore: Monaco Stephen
• Pubblicazione: Chicago : , : Total Publishing, , 2013; ©2013
• Descrizione fisica: 1 online resource (196 p.)
• Soggetto non controllato: Social media; Internet marketing; Computers; Business & economics
• Nota di contenuto: Intro -- Praise for Insightful Knowledge -- Title page -- Copyright page -- Dedication -- Table of Contents -- Why Read This Book? -- Acknowledgements -- Foreword -- Introduction -- You Need This Book If… -- How This Book Is Organized -- Chapter 1 What's Past Is Prologue -- Social Networks and Online Communities Have Been Around For Years -- An Early Form of Twitter in the 17th Century? -- Data Communications Software -- Bulletin Board Systems -- Online Communities -- CompuServe -- GEnie -- Prodigy -- America Online -- The Web Browser and Advent of the World Wide Web -- One-to-One -- From Online Communities to Social Networks -- Social Media to Social Media Marketing -- Chapter 2 Sweeping Changes in How Consumers Interact with Media -- How We Arrived Where We Are Today -- Young Americans: Multitasking and Connected -- Their Brains Are Wired Differently -- Media Consumption in America -- Millennials Led the Charge -- The Rest of America Was Right Behind Them -- Americans Take Control of Their Media Experiences -- Multiple Screens -- No Problem -- People Value Integrity -- Chapter 3 Internet Use Shifts Power to Consumers -- Consumers Want Authenticity -- Swift Changes in Consumer Behavior -- Social Media Networks: Communications Portals -- Smartphones Have Become Multi-Purpose Devices -- Changing Media Landscape Enabled Consumer Control -- Consumer's Use of the Internet Has Changed -- Meet the New Boss -- 250 Channels and Nothing on TV -- Internet Video Poised to Usurp Traditional Television -- Social TV -- Consumers Are Dispersed Amongst Highly-Fragmented Groups -- Chapter 4 Market Driven Companies -- Why Companies Should Be Market Driven -- Sales Driven Companies Focus on Short Term -- Case Study: Sales Driven Company -- Understanding Market Dynamics -- Obsessing Over Consumer Needs -- Continually Soliciting Input From Customers. ; Giving Customers What They Want -- Adapting to Become Market Driven -- Chapter 5 Adaptive Marketing -- Learning and Adjusting -- Adaptive Marketing: Catalyst for Organizational Transformation -- Social Media as a Component Integrated Across the Enterprise -- Organizational Obstructions to Adaptive Marketing -- Companies Are Taking a Wait and See Approach -- Business Intelligence and Customer Analytics -- Understanding What Consumers Value Is Essential -- Content Must Be Relevant -- Communications Should Be Interwoven Across Platforms -- Social Media As a Component of the Integrated Marketing Strategy -- Chapter 6 Developing a Social Media Marketing Strategy -- Why Bother Developing a Strategy? -- Creating a Social Media Marketing Strategy is Absolutely Essential -- Don't Make It Difficult -- Learn From Others' Mistakes -- Learn From Others' Success -- Align Social Media Marketing With Your Organization's Business Strategies and Objectives -- Define Your Organization's Strategies and Objectives -- Define Your Organization's Marketing Functions -- Examples of Social Media Marketing Goals and Objectives -- Prioritize and Define Social Media Marketing Goals and Objectives -- Define Specific Social Media Marketing Initiatives -- Defining Success -- Allocate All the Necessary Resources to Ensure Success -- Chapter 7 Persistent Listening -- Ongoing Listening is at the Heart of Every Successful Social Media Strategy -- Obtaining Meaningful Intelligence -- Understanding Consumer Sentiment -- Knocking Down Silos -- Walking Before You Run -- Share of Conversation -- The Ideal Approach -- Voice of Customer -- Customers Remain Loyal to Companies That Provide Great Experiences -- Nordstrom's Provides Excellent Customer Service -- Actual Customer Interactions Increase Employee Empathy -- Understanding Voice of Customers Provides Long-Term Value. ; Social Media Monitoring Case Studies -- Case 1: Why Medical and Healthcare Companies Need Online Monitoring -- Case 2: Automotive Group Identifies Market Trends and Web Influencers -- Case 3: Major Movie Studio Accurately Predicts Weekend Box Office Numbers -- Case 4: Hunting and Fishing TV Store Used Web and Social Media Monitoring to Research New Market and Engage New Customers -- Case 5: Ugly Sweater Party -- Case 6: Full Menu Movie Theater -- Chapter 8 Engagement -- Engagement and Conversation -- Waiting to Talk -- Ignoring Customers Results in Punishment -- Engagement With Consumers Is The Outcome -- How Jason's Deli Engages Consumers -- Satisfaction -- Engagement Across Multiple Platforms -- Chapter 9 Conversions, Metrics and Attributions -- Portions of the General Public Transition Into Paying Customers -- Social Media Funnel -- Conversion Points -- Data From Conversions -- Ascertain Tracking Methods for Victories -- Metrics -- Demographics -- Maintaining Perspective on Fans and Followers -- Conversion Analytics -- Attributions -- Measuring Relevant Information -- Understanding Conversions and Attribution Ensures Effective Resource Allocation -- Relevant Measurement Requires Using the Proper Tools -- Let's Get It Started -- Chapter 10 Brand Advocates -- Identifying Brand Advocates -- Brand Advocacy Strategies -- Brand Advocates Want to Help Others -- How Brand Advocates Make Recommendations -- Brand Advocates and Their Social Networks -- Super Brand Advocates -- Why Are Brand Advocates So Important? -- Consumers Are Listening to Each Other -- A Matter of Trust -- An Energized Brand Advocate -- Return of Advocacy -- Brand Advocacy is Effective For All Types of Businesses -- Chapter 11 Word of Mouth -- Brand Advocates Drive Word of Mouth -- What Did They Say? -- Word of Mouth is the Most Influential Driver of Purchasing Decisions. ; Investing in Word of Mouth Marketing is Very Beneficial -- Positive Word of Mouth Saves Organizations Money -- Keys to Creating Word of Mouth -- Case Study: Water Forward -- Combine Online with Offline -- Even Better -- Utilizing Multiple Platforms -- Word of Mouth Creates Higher Conversion Rates -- Word of Mouth Provides Enduring Value -- Word of Mouth Helps During a Crisis -- Chapter 12 Social Media and ROI -- ROI from Social Media Marketing Initiatives -- Brand Value -- C-Suite Members Who Advocate Social Media Collaboration Improve ROI -- Set Attainable Goals -- Focus on Metrics Related to Goals -- How Does Social Media Compare with Traditional Metrics -- Large Percentage of Companies Don't Measure ROI -- Authenticity and Measuring ROI -- Calculating ROI on Social Media Marketing Initiatives is Difficult -- Not Impossible -- Return on Relationships -- Social Media Marketing Provides Tremendous Value -- Afterword -- It's OK to Make Mistakes -- Stay on Target -- Resist Temptation -- Pace Yourself -- Take the Challenge -- Only the Beginning -- My Gift to You - Free Bonus Chapter Available to Download -- Index -- About the Author -- Bring Stephen Monaco to Your Organization or Event -- About the Book.
• Sommario/riassunto: Totally Awesome Stephen Monaco offers a comprehensive guide to social media marketing in Insightful Knowledge. He changes perceptions on social media marketing and tell readers how to develop their marketing strategies. Since social media needs to be part of your marketing efforts, read this book Monica Cornetti - Leading Authority on Entrepreneurial Thinking, and Author of Your Face Isn't Finished Until Your Lipstick is On YOU NEED THIS BOOK IF... - you don't know where to start with your social media initiatives - you've started your social media initiatives but aren't sure if you're on the right track - your social media initiatives are in place and you believe you're on the right track - none of your social media initiatives are directly tied to specific business objectives - you fail to use social media monitoring / listening platforms in your social media - you don't know what consumers are saying about your brand online - you don't have a comprehensive Voice of Customer program in place - you're not engaging consumers with relevant content across multiple platforms - your company is driven by sales, rather than by marketing - the breakneck tempo of today's business makes it difficult to adapt and keep up with change you no longer know how to reach potential customers
• Titolo autorizzato: Insightful Knowledge
• ISBN: 1-937829-66-9
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910162677203321
• Lo trovi qui: Univ. Federico II