How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business, Portable Documents

Product Author Bios

Jamie Turner is Chief Content Officer for The 60 Second Marketer, an online magazine that provides tools, tips, and tutorials for marketers around the globe. For more than 20 years, he has helped firms like AT&T, Cartoon Network, CNN, Motorola, and The Coca-Cola Company grow sales and revenue through high-impact marketing. He is a regular guest on TV and radio on the subject of marketing and is an in-demand keynote speaker for global corporations, events, and trade shows.

Reshma Shah, Ph.D., is an Assistant Professor of Marketing at Goizueta Business School of Emory University. She is also a founder and partner at Inflexion Point Marketing Group. Shah’s marketing insights and strategies have helped companies like Ciba Vision, GE, IBM, Turner, The Coca-Cola Company, and UPS, among many others, improve their marketing ROI. Her articles have appeared in several academic journals in the areas of marketing alliances and brand extensions. Shah is also the recipient of the Distinguished Educator Award at Emory University.

This is an authoritative, up-to-the-minute resource, written by real experts who have made social media marketing work for many of the world's largest companies. This in-the-trenches guide brings together both practical strategies and proven execution techniques for driving maximum value from social media marketing. Drawing on their extensive experience, Jamie Turner and Reshma Shah also show how to avoid crucial pitfalls that other companies have encountered, so you make the most of limited resources, and strengthen your brand instead of placing it at risk. Turner and Shah present comprehensive and realistic coverage of these and many other key topics:

• What social media is not, why your first campaign failed, and what to do differently next time
• How to think about social media, plan effectively, and set yourself up for success
• How to make the most of YouTube, LinkedIn, Facebook, and Twitter and go beyond them
• How to measure brand sentiment, target market engagement, and return on investment
• How to identify key strategies, major objectives, and competitive issues, and integrate social media into broader marketing campaigns

Table of Contents

Acknowledgments xiii

About the Authors xv

Introduction 2

PART I The Social Media Landscape 7

Chapter 1 What Social Media Isn’t 8

Chapter 2 The Evolution of Marketing 18

Chapter 3 How to Think About Social Media 30

Chapter 4 The Language of Social Media 42

PART II How to Set Yourself Up for Social Media Success 53

Chapter 5 Laying the Groundwork for Success 54

Chapter 6 Why Your First Social Media Campaign Didn’t Work 64

Chapter 7 Managing the Conversation 72

Chapter 8 Creating Circular Momentum 82

PART III Social Media Platforms 93

Chapter 9 Social Media Is More Than Just YouTube, LinkedIn, Facebook, and Twitter 94

Chapter 10 How to Use Networking Platforms to Help You Grow Your Sales and Revenue 104

Chapter 11 How to Use Promoting Platforms to Help You Grow Your Sales and Revenue 114

Chapter 12 How to Use Sharing Platforms to Help You Grow Your Sales and Revenue 124

Chapter 13 Mobile Media, Augmented Reality, and Widgets, Oh My! 134

PART IV Social Media Integration 145

Chapter 14 How to Integrate Social Media into Your Marketing Plan 146

Chapter 15 How to Conduct a Competitive Assessment 156

Chapter 16 Conducting an Internal Situation Analysis 164

Chapter 17 Understanding the Customer Thought Processes 174

Chapter 18 Establishing Your Major Objectives and Key Strategies 186

Chapter 19 Aligning your Social Media Strategy with Your Brand Essence 198

PART V How to Measure Social Media 207

Chapter 20 How to Measure a Social Media Campaign 208

Chapter 21 Step 1: Measuring the Quantitative Data 218

Chapter 22 Step 2: Measuring the Qualitative Data 230

Chapter 23 Step 3: Measuring the Only Really Important Thing–Your Return on Investment 242

PART VI Conclusion 255

Chapter 24 Social Media Guidelines for Corporations 256

Chapter 25 59 Things You Need to Do on Your Way to a Successful Social Media Campaign 266

Index 276