Damian Ryan

Understanding Social Media

How to Create a Plan for Your Business That Works

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 304
• Erscheinungstermin: 11. April 2016
• Englisch
• Abmessung: 240mm x 161mm x 21mm
• Gewicht: 624g
• ISBN-13: 9780749479169
• ISBN-10: 0749479167
• Artikelnr.: 44942644

Autorenporträt

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).

Inhaltsangabe

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

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• • Chapter - 01: Getting started - how to create a compelling social media programme;
  • Chapter - 02: Rules governing the relationship between search and social;
  • Chapter - 03: How to budget for social media activities;
  • Chapter - 04: Setting KPIs and measuring success;
  • Chapter - 05: Understanding social media ROI - what matters and what doesn't;
  • Chapter - 06: Why social media is central to customer experience;
  • Chapter - 07: How to build a social media team - how to pick the right suppliers;
  • Chapter - 08: Understanding the relationship between online PR and social media;
  • Chapter - 09: The future for social media and the vastly changing landscape;
  • Chapter - 10: Risk assessment and risk management in social media

Rezensionen

"This excellent curated collection of observations is an all-in-one resource that should offer business marketers a wealth of guidance." Barry Silverstein, Foreword Reviews