Understanding Social Media

How to Create a Plan for Your Business That Works

Damian Ryan

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Beschreibung

Understanding Social Media is the essential guide to social media for students and professionals alike. Drawing on the experience, advice and tips from dozens of digital marketers and social media superstars, it is an extensive crowd-sourced guide to social media platforms.

Illustrated throughout with case studies from both successful and failed campaigns, Understanding Social Media democratizes knowledge of social media and promotes best practice, answering questions such as 'How do you create a compelling social media campaign?', 'How do you build and engage with an audience?' and 'Where is the line between online PR and social media drawn?' It is the most comprehensive and practical reference guide to social media available.


Damian Ryan is a digital media and marketing expert who has been working at the forefront of the media industry for over 25 years. He is founder and chairman of The Global Academy of Digital Marketing, a collaborative movement comprised of digital marketers seeking knowledge, case studies, contacts and credible data to help them prosper. He is also a partner with Mediaventura, the UK's leading corporate finance firm for the TIME (Technology, Internet, Media and Entertainment) sector. He is also the author of
Understanding Digital Marketing, The Best Digital Marketing Campaigns in the World, and The Best Digital Marketing Campaigns in the World II (Kogan Page).

Produktdetails

Einband Taschenbuch
Seitenzahl 304
Erscheinungsdatum 01.04.2015
Sprache Englisch
ISBN 978-0-7494-7356-3
Verlag Kogan Page
Maße (L/B/H) 23.3/15.6/2 cm
Gewicht 462 g

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  • 60 heads are better than one! About Damian Ryan Acknowledgements

    01 Getting started - how to create a compelling social media programme Welcome to the digital crossroads! Danielle Ryan, digital channel and conversion manager, Ryanair Defining your target market Defining your objectives Richard Costa-D'sa, managing director and partner, Jam Placing your social programme within the broader business context Auditing (what's our social impact to date?) Creating a plan (understanding your social levers) Ownership (who gets the reins?) Buy-in (who is going to support you?) Jemima Gibbons, social media strategist, writer and blogger Your listening post Working the data Patience is a virtue Setting your goals The strategic game plan Chapter conclusions Case study: Topman/Google

    02 Rules governing the relationship between search and social The new world of the three S's Joseph Morgan, director of strategy, Matter Of Form, The Brand Interactions Agency™ Elaine Lindsay, international speaker and media consultant Chapter conclusions Case study: Young and Well Co-operative Research Centre/Zuni Case study: Crabtree & Evelyn/Über Case study: James McCabe/Hit Social

    03 How to budget for social media activities So where is the spend really going to get us? Laurent François, executive creative strategist and co-founder, Re-Up Splitting the different lines of tasks Team Advertising Splitting the different lines of activities Trina Albus, president, Magenta Building a strong team Choosing the right tools How much should I spend on tools? Creating a clear paid strategy Ema Linaker, head of Social Centre of Excellence (MENA), Leo Burnett/Holler Have purpose Be human Pass the 'why care, why share?' test Make the experience social Integration Pay attention Chapter conclusions Case study: Expedia/[a•mo•bee] Case study: HomeServe/Reevoo

    04 Setting KPIs and measuring success Making it all count! Magnus Jern, Golden Gekko Setting KPIs Tools to measure success Using analytics data to further improve the service and ROI Adolfo Aladro García, chief operating officer, ADTZ, Madrid Applause and engagement Social metrics Conor Lynch and Ivan Adriel, Connector Listen carefully: your consumers are talking about you online 10 benefits of social media monitoring Social media monitoring process The metrics for monitoring social networks Choosing digital listening tools Conclusion Alpesh Doshi, CEO, Fintricity Digital marketing Data, central to the new marketing model Leaders in using data Chapter conclusions Case study: Goody Good Stuff/Shoutlet Case study: Facebook Audience Insights for MENA/Red Blue Blur Ideas Case study: Positive Power Sp. z o.o./MusclePro

    05 Understanding social media ROI - what matters and what doesn't Please give me clarity! Ana Jesus, EMEA marketing manager, Shoutlet What matters What does not matter Ema Linaker, Holler/Leo Burnett From social media metrics to social media engagement James Eder, founder and head of new business, The Beans Group Know your audience Be authentic Be social by design Jenna Hanington and Molly Hoffmeister, Salesforce Goal 1: increase follower engagement Goal 2: increase brand awareness Goal 3: prove social media ROI Mark Walker, content marketing and social media manager, Eventbrite Distribution Engagement Sales Investment Conclusion Kieran Kent, managing director, Propeller PR Setting social media goals B2B success stories Bake social into the rhythm of your business Put in place an editorial strategy that makes sense for your brand Develop a different approach for each platform Conclusion Chapter conclusions Case study: Quantcast/Tweeting to the right audience Case study: Remington SE/Shoutlet

    06 Why social media is central to customer experience The customer is always right, right? Marc Duke, consultant specializing in B2B marketing Isabelle Quevilly, independent digital strategy director Neil Witten, chief technology officer, founder and product owner, StoryStream Ellie Mirman, director of marketing, HubSpot Thirty terrible pieces of social media advice to ignore Paul Handley, CEO, Hit Social Media Obtaining maximum page-like increase on Facebook Omaid Hiwaizi, chief strategy officer (UK) and Adrian Nicholls, head of digital (UK), Geometry Global Embracing the power of social influence on purchase Brands are already embracing opportunities to drive sales through social influence Conclusion and takeouts Peter Simpson, CMO and strategic alliances strategist Social media: adding trust to online shopping Positioning your brand for social media success Ratings and reviews Social media is here to stay Chapter conclusions Case study: The Environment Agency/Sentiment tool, Dam Digital Case study: Mountain Hardwear/purechannelapps™ Case study: Argos/Dam Digital

    07 How to build a social media team - how to pick the right suppliers Hired or fired? Lee Wilson, campaign delivery manager, Red Rocket Media Why do you want social media? What are your objectives? All social media agencies are the same - so it's all about price? Mazher Abidi, head of social media, Initiative MENA Social media employees are still employees Social media users are not social media marketers Erudite and creative Concluding remarks Chapter conclusions Case study: El Armario de la Tele/ADTZ

    08 Understanding the relationship between online PR and social media How social media has turned traditional PR on its head... Jack Cooper, Vertical Leap Digital/Red Rocket Media So, what type of PR is available through social media? Social media has enabled cost-effective discovery There is an era of fierce competition Be direct, be efficient and use the power of the hashtag Integration - using social media as a part of your PR strategy Social media PR can go wrong Quality content is key Measuring the accountability of social PR Jim Dowling, managing partner, Cake Be intelligent Make sure you have a great idea Get people to see it Make sure it worked Laura Crimmons, Branded3 Journalists' use of social media Positioning social media in your business environment Mathew Sweezey, Salesforce Real-time bidding Precision content and targeting Ithamar Sorek, Glow Media How does native advertising fill the gap between brand publishing and banner advertising? Chapter conclusions Case study: Proficient City/Glow Digital Media Case study: Direct Blinds/Shackleton PR

    09 The future for social media and the vastly changing landscape The future is speeding towards us: are you ready to take the next leap? Anil Nair, CEO and managing partner, Digital L&K/Saatchi & Saatchi Social content management: curation and social bookmarking Decentralization of power Behavioural shifts Be guerilla Fission and fusion Wall meltdown Jason Mander, head of trends, GlobalWebIndex Fast-growth markets Lauren Friedman, head of social business enablement, Adobe Infuse social media into every aspect of the way you do business Enable, empower and educate your employees to be social on behalf of your brand Be where your customers are... on their phones Targeting - getting it right Paul Armstrong, FORTH/WITH The future is still TBD But isn't mobile the future of social? Dark social will lighten up People will refocus on the realities of social Distribution will become a staple part of all strategies in the future So that leaves us with? Simon Kingsnorth, digital marketing director The growth of mobile The growth of video The growth in location-based technology Non-Western-based social media Social media - not just a channel for youth The new face of customer service Forecasting further ahead Mike Berry, Mike Berry Associates Social media will not be 'un-invented' But the 'usual suspects' may well change Social media will be increasingly enabled/facilitated by technological advances Social listening will become increasingly sophisticated Brands will increasingly get their act together Chapter conclusions Case study: BNP Paribas/Tweet & Shoot

    10 Risk assessment and risk management in social media Play safe to stay in control... Tom Chapman, content specialist, Red Rocket Media How is social media dangerous? Create a social media risk assessment How FedEx handled a social media crisis What can we learn from FedEx? Do not fear social media References Chapter conclusions Case study: eBay/[a•mo•bee]

    Contributors' biographies Case study index of suppliers Index