Autore	Bodnar Kipp <1982->
Pubbl/distr/stampa	Hoboken, NJ, : Wiley, 2012
Descrizione fisica	1 online resource (242 p.)
Disciplina	658.8/72
Altri autori (Persone)	CohenJeffrey L. <1965->
Soggetto topico	Internet marketing Social media - Economic aspects Online social networks - Economic aspects
Soggetto genere / forma	Electronic books.
ISBN	1-118-21430-7 1-283-40187-8 9786613401878 1-118-21378-5 1-118-21393-9
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	The B2B Social Media Book: Become a Marketing Superstar; Contents; Foreword; Introduction We Didn't Wake Up One Day and Write This Book; How We Got Here; This Book Is an Offer; You Want More Examples?; What Did We Miss?; Are You Ready to Go?; I: The Fundamentals of Social Media Lead Generation; 1: Why B2B Is Better at Social Media Than B2C; The Marketing Status Quo; What Your Marketing Could Be; Five Reasons B2B Companies Are a Better Fit for Social Media Marketing Than B2C Companies; When Social Media Isn't Right for B2B; B2B Social Media as an Annuity; Results Independent of Effort Annuities Facilitate Scale Social Media Is Only One Piece; Building a Next-Generation B2B Marketing Team; Storytelling + Data Analysis = Great Social Media Marketer; The Perfect B2B Marketing Leader; Three B2B Social Media Steps to Superstardom; 2: Five-Step Social Media Lead Generation Process; Step 1: Getting the Basics Right; Step 2: Maximize Content Discovery; Step 3: Create Conversion Ubiquity; Step 4: Test and Fail Fast; Step 5: Optimize for Maximum Lead Flow; Three B2B Social Media Lead Generation Steps to Superstardom 3: Yes, Chapter 3 in a Social Media Book Is about Search (It's That Important!)Evolution of Search; Context as the Foundation of Search; Four On-Page Optimization Opportunities; Authority Drives Ranking; Three Strategies for Link Building Success; Changing Authority; Social Search and B2B; Unified Keyword Strategy; Rank Is Dead; Search Isn't Just Google; Three B2B Search Engine Optimization Steps to Superstardom; 4: How to Close the Loop of Social Media ROI; The Math of ROI; Calculating COCA; Understanding Total Lifetime Value; Social Media Is Good for COCA and TLV; Intent Is Attribution First- versus Last-Action Attribution Gathering the Data; Measuring to Superstardom; Integrating Marketing and Sales Databases; It Is Math, Not Hugs; Three B2B Social Media ROI Steps to Superstardom; 5: Reach: More Is Always Better; Being Targeted Isn't Enough; Be Able to Sell Anything; Six Time-Tested Methods for Building Reach; Remarkable and Frequent Content Fuels Reach; Paying for Reach Is Okay; Nearsightedness Kills Great Marketing; Three B2B Social Media Reach Building Steps to Superstardom; II: Social Media Lead Generation in Action; 6: Creating Ebooks and Webinars That Prospects Love Create Ebooks Everyone Wants The 10- Step Blueprint to Ebook Awesomeness; Webinars Are Low-Cost Trade Shows; Five Steps for an Engaging Webinar; Marketing with Existing Sales Tools; Storytelling with Video; Three Commandments of B2B Video; To YouTube or Not to YouTube, That Is the Question; Being Interesting Is the New Black; Three B2B Social Media Content Offer Steps to Superstardom; 7: Why You Are Already a Business Blogging Expert; The Origins of Corporate Blogging; The Thinking Part of Setting Up Your Business Blog; The Content Part of Setting Up Your Blog The Nuts and Bolts Part of Setting Up Your Blog
Record Nr.	UNINA-9910461263203321

Autore	Brennan Bernie
Pubbl/distr/stampa	Hoboken, NJ, : Wiley, 2010
Descrizione fisica	1 online resource (287 p.)
Disciplina	658.8/72
Altri autori (Persone)	SchaferLori
Collana	Wiley and SAS business series
Soggetto topico	Internet marketing Social media - Economic aspects Branding (Marketing) Online social networks Telemarketing
Soggetto genere / forma	Electronic books.
ISBN	0-470-93176-0 1-119-20056-3 1-282-81720-5 9786612817205 0-470-93173-6
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Branded! How Retailers Engage Consumers with Social Media and Mobility; Contents; Foreword; Preface; Chapter 1: Introduction: Bringing Your Store to Your Customers; YOUR CUSTOMERS ARE SPEAKING. ARE YOU LISTENING?; RETAIL 2.0; RETAIL LEADERS; YOUR WORLD IS CHANGING-ARE YOU?; NOTES; Chapter 2: Social Media; DEFINITIONS; WHY MAKE SOCIAL MEDIA ANOTHER RETAIL CHANNEL?; DEMOGRAPHICS-NOT JUST KIDS!; POPULAR SOCIAL-MEDIA WEB SITES; WHERE TO FOCUS; TODAY'S RETAILER ENGAGEMENT; NOTES; Chapter 3: Mobility; DEFINITIONS; SMART PHONES CHANGE IT ALL; INTERSECTION OF SOCIAL MEDIA AND MOBILITY RETAIL HAS BREAKTHROUGH OPPORTUNITYAPPLICATIONS FOR MOBILE LEADERSHIP; RETAIL MOBILE INNOVATORS; NOTES; Chapter 4: Starbucks: It's the Experience!; LEARNING-FORMULATING-INNOVATING; TRANSFORMING STARBUCKS FOR THE FUTURE; MY STARBUCKS IDEA IS BORN; FINDING OUT WHERE CUSTOMERS ARE HANGING OUT; STARBUCKS MOBILE; DIGITAL LEADERSHIP; NOTES; Chapter 5: Zappos: "Your Culture Is Your Brand"; COMMITTED TO "WOW'ING" EVERY CUSTOMER; A VISION TO EMBRACE E-COMMERCE; WOW SERVICE ONLINE; AN EARLY LEADER IN "ZOCIAL MEDIA"; "ZOCIAL MEDIA" IS PERVASIVE; MOBILITY: THE NEXT CHANNEL DELIVERING HAPPINESS: A PATH TO PROFITS, PASSION, AND PURPOSENOTES; Chapter 6: Wet Seal: iRunway Steals the Teen Fashion Scene; FAST FASHION TAKES CENTER STAGE; WET SEAL'S FASHION COMMUNITY; FASHION-IT'S ALL SOCIAL; MOBILE: SHOP ON THE GO; THERE'S GOLD IN THOSE THREADS; SOCIAL + MOBILE = A GAME CHANGER; FARMVILLE FOR FASHION; NOTES; Chapter 7: Macy's: Shooting for the Stars!; TWO GREAT BRANDS; MACY'S STRATEGY REFRESHED; ENGAGING THE CUSTOMER; SOCIAL MEDIA IS FASHIONABLE; MOBILE MACY'S; JUST THE BEGINNING . . .; NOTES Chapter 8: 1-800-Flowers.com: "Build a Relationship First-Do Business Second"GOING UNDERCOVER IS REVEALING; PLANTING THE SEEDS OF SUCCESS; BEYOND FLOWERS; LEVERAGING SOCIAL COMMERCE THROUGH TECHNOLOGY; SOCIAL MEDIA BLOSSOMS; MOBILE: APP OF THE YEAR; INNOVATION IS A CORE STRATEGY; NOTES; Chapter 9: JCPenney: Digital Transformation; BUILDING A BRAND BY "WINNING TOGETHER"; FROM BIG BOOK TO DIGITAL LEADERSHIP; CULTURE OF TRANSPARENCY; SOCIAL AMBASSADORS; JCPENNEY LOVES MOBILE; A DIGITAL FUTURE FOR A TRADITIONAL PLAYER; NOTES; Chapter 10: Pizza Hut: Creating the Perfect Pizza-Digitally TOPPING THE PIZZA MARKETBUILDING THE YUM! DYNASTY; VALUE PLUS FAVORITES = A WINNING STRATEGY; ENABLING GLOBAL KNOWLEDGE SHARING; AN INNOVATOR IN SOCIAL MEDIA; THE "KILLER APP FOR YOUR APPETITE"; BRANDED! THROUGH SOCIAL AND MOBILE CHANNELS; LISTENING, ENGAGING, EXCITING!; NOTES; Chapter 11: Best Buy: The Connected World; GROWTH STRATEGY; CROSS-CHANNEL: MEETING CUSTOMERS WHERE THEY ARE; A WIKI CULTURE; SOCIAL MEDIA: FROM THE INSIDE OUT!; A WEB 2.0 TOOL KIT IS BORN; THE HUB FOR ALL THINGS BEST BUY; HELPING MOBILE CUSTOMERS "SHOP, LEARN, AND BUY"; THE CONNECTED WORLD, TAKE TWO; NOTES Chapter 12: Analyzing Value: Social Media
Record Nr.	UNINA-9910140759903321

Autore	Thomas David B. <1952->
Edizione	[1st edition]
Pubbl/distr/stampa	Hoboken, N.J., : John Wiley & Sons, 2010
Descrizione fisica	1 online resource (226 p.)
Disciplina	006.70684 658.872
Altri autori (Persone)	BarlowMike
Collana	Wiley & SAS business series
Soggetto topico	Business enterprises - Computer networks Strategic planning - Computer networks Social media - Economic aspects Online social networks - Economic aspects
Soggetto genere / forma	Electronic books.
ISBN	1-118-00523-6 1-119-20079-2 1-283-94098-1 1-118-00521-X
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	The Executive's Guide to Enterprise Social Media Strategy; Contents; Foreword; Preface; Acknowledgments; Introduction; COUNTRY VILLAGE OR GLEAMING CITY?; BEYOND DISRUPTIVE; STEP ASIDE, FRED TAYLOR . . .; SOCIAL MEDIA OR WHAT?; WHY NOW?; SO, WHAT'S THE BEST WAY TO SKIN A MASTODON?; QUESTIONS YOU SHOULD BE PREPARED TO ANSWER; CRITICAL AREAS FOR SUCCESS; PART I: The Grand Scheme of Things; CHAPTER 1: Speed, Scope, Complexity, Power, and Potential; THEY LAUGHED AT THE WRIGHT BROTHERS; A WORLD OF NEW CHALLENGES AND OPPORTUNITIES; GETTING A FIRM GRASP ON A VIRAL PHENOMENON; WHAT'S THE HURRY? TOO NEWFANGLED FOR YOU?A VERY COOL SCENARIO; STEP UP AND MEET THE MILLENNIAL GENERATION; JUST WHAT YOU NEEDED: ANOTHER "CONVERGENCE"; CHAPTER 2: The New Mode of Production; SOCIAL MEDIA, TEAMWORK, AND COLLABORATION; MAPPING SOCIAL MEDIA TO RESULTS; ACCELERATING PRODUCT DEVELOPMENT; DRIVING KNOWLEDGE INTO AND ACROSS THE ORGANIZATION; CROWD SOURCING . . .; WE'RE ALL HACKERS NOW; CHAPTER 3: The Social Enterprise; FORGET MURPHY'S LAW; MORE IMPORTANT THAN MONEY ?; THE SOCIAL WORKFORCE; COLLABORATION IS THE NEW EFFICIENCY; SOCIAL HR; FIRST IMPRESSIONS COUNT; THE TRAIN IS LEAVING THE STATION THE NEW SOCIAL DIMENSIONSOCIAL CRM; SOCIAL LEADERSHIP; MAKING IT STICK; LEGAL NICETIES; HIGH SPEEDS NEED SEAT BELTS; TAKE THE TIME TO WRITE IT DOWN; Part II: Building a Structure for Success; CHAPTER 4: Get Everybody Together in the Same Room; INVITE THE PRACTITIONERS, NOT JUST THE RULEMAKERS; FIGURE OUT WHAT'S IMPORTANT; WHAT ARE YOUR EXISTING GOALS?; WHAT MAKES SENSE IN YOUR INDUSTRY?; WHAT MAKES SENSE IN YOUR COMPANY?; HOW CAN YOU FIGURE OUT WHAT WILL WORK FOR YOU?; CHAPTER 5: Creating Social Media Guidelines; BE CLEAR AND CONCISE; GUIDING PRINCIPLES FOR SOCIAL MEDIA AT SAS INCLUDE DOS AS WELL AS DON'TSINCLUDE EXAMPLES; COMMUNICATE AS OFTEN AS POSSIBLE, IN EVERY CHANNEL YOU HAVE; SPOTLIGHT SUCCESSES; LEAD BY EXAMPLE; CHAPTER 6: Staffing and Structuring; WHERE DOES IT LIVE?; HIRE OR DESIGNATE?; HOW DO YOU STRUCTURE FOR SOCIAL MEDIA?; HOW ONE ORGANIZATION PULLS IT TOGETHER; OUTSOURCING THE ROLES; CHAPTER 7: Listening, Measurement, Analytics, and ROI; A SIMPLE LISTENING FRAMEWORK; FIRST, A WORD FROM THE MEASUREMENT QUEEN; "LISTEN, YES. BUT THINK BIGGER."; THE FIVE KINDS OF LISTENING; WHAT IS SOCIAL MEDIA ANALYTICS?; CAREONE'S MEASUREMENT MODEL NOT A SIMPLE FORMULA, BUT A FORMULA NONETHELESSCHAPTER 8: The Keys to Success in Social Media; IT'S DIFFICULT IN ITS SIMPLICITY; FINDING THE TIME TO DO IT; A SIMPLE MODEL; USING ALL YOUR CHANNELS; NINE EASY WAYS TO WRITE A BLOG POST; PART III: Putting Your Social Media Strategy to Work; CHAPTER 9: Marketing; FROM STROLLERS TO SHARPIES; FROM THE NURSERY TO THE KITCHEN; SHARPIE, MEET LAMBORGHINI; BERT'S ADVICE; CHAPTER 10: Social Media for B2B; B2B AND PHONEBOOTH-TO-B; TAKING AN INTEGRATED APPROACH AT CISCO; CHAPTER 11: Public Relations; THE OLD MODEL OF PR; THE NEW MODEL OF PR SOCIAL MEDIA PR AT MAYO CLINIC
Record Nr.	UNINA-9910139197603321

Autore	Werbach Kevin
Pubbl/distr/stampa	Philadelphia, PA : , : Wharton Digital Press, , [2015]
Descrizione fisica	1 online resource (66 p.)
Disciplina	658.8
Soggetto topico	Marketing - Social aspects Social media - Economic aspects
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Contents; Introduction; Chapter One. Practical Gamification; Chapter Two. Dynamics-The Foundation; Chapter Three. Mechanics-Driving Action; Chapter Four. Components-Tactics in Motion; Chapter Five. Bringing It All Together; About the Authors; About Wharton Digital Press; About The Wharton School; Endnotes
Record Nr.	UNINA-9910788297403321

Autore	Halligan Brian <1967->
Pubbl/distr/stampa	Hoboken, N.J., : Wiley, c2010
Descrizione fisica	1 online resource (255 p.)
Disciplina	658.8 658.872
Altri autori (Persone)	ShahDharmesh <1967->
Collana	New Rules Social Media Series
Soggetto topico	Internet marketing Social media - Economic aspects Marketing Customer relations
Soggetto genere / forma	Electronic books.
ISBN	0-470-55042-2 1-282-30687-1 9786612306877 1-118-25783-9 0-470-55017-1
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Inbound Marketing: Get Found Using Google, Social Media, and Blogs; Contents; Foreword; Acknowledgments; Introduction; Part One: Inbound Marketing; Chapter 1: Shopping Has Changed . . . Has Your Marketing?; Chapter 2: Is Your Web Site a Marketing Hub?; Chapter 3: Are You Worthy?; Part Two: Get Found By Prospects; Chapter 4: Create Remarkable Content; Chapter 5: Get Found in the Blogosphere; Chapter 6: Getting Found in Google; Chapter 7: Get Found in Social Media; Part Three: Converting Customers; Chapter 8: Convert Visitors into Leads; Chapter 9: Convert Prospects into Leads Chapter 10: Convert Leads to CustomersPart Four: Make Better Decisions; Chapter 11: Make Better Marketing Decisions; Chapter 12: Picking and Measuring Your People; Chapter 13: Picking and Measuring a PR Agency; Chapter 14: Watching Your Competition; Chapter 15: On Commitment, Patience and Learning; Chapter 16: Why Now?; Tips from the Trenches for Startups; Index
Record Nr.	UNINA-9910139897803321