How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business [NOOK Book]

Overview

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 ...

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

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Overview

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
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Editorial Reviews

From the Publisher

“Return on investment in social media is like the weather: Everybody talks about it, but nobody is doing anything about it. With this book, Jamie Turner and Reshma Shah set you up for success with some key fundamentals, and then give you some very specific and illustrative examples on how to calculate the ROI of your social media efforts.”

Scott Monty, Global Digital Communications, Ford Motor Company

“If you simply slap a few tools like Twitter and Facebook onto your existing marketing, you are not engaging. Social media are more than tools. But if you change your mindset, you can make money. This book is packed with information to show you how.”

David Meerman Scott, bestselling author, The New Rules of Marketing, and coauthor, Marketing Lessons from the Grateful Dead

“This book is not a self-help guide to instant riches but offers a variety of strategies and quick tips to the experienced marketer in an entertaining and light tone. Callout boxes showcase key ideas. Although not a textbook, it would be an excellent choice to complement readings in marketing courses.”

Library Journal

Library Journal
Web 2.0 has changed the way many enterprises do business. Marketing campaigns must operate on a totally new level. To stay viable, many companies have revamped their marketing strategies to take advantage of opportunities created by social media services. Turner, chief content officer for 60SecondMarketer.com, and Shah (marketing, Goizueta Business Sch., Emory Univ.) offer insights and resources for business professionals needing guidance in the new social media business environment. Web 2.0 offers an abundance of channels and interesting methods for how companies can reach customers and promote products. The authors also stress traditional marketing ideas, such as the importance of planning and measurements and the determination of campaign successes based on purchases. VERDICT This book is not a self-help guide to instant riches but offers a variety of strategies and quick tips to the experienced marketer in an entertaining and light tone. Callout boxes showcase key ideas. Although not a textbook, it would be an excellent choice to complement readings in marketing courses.—Caroline Geck, MLS, Newark, NJ
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Product Details

  • ISBN-13: 9780132173001
  • Publisher: Pearson Education
  • Publication date: 10/4/2010
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 304
  • Sales rank: 769,044
  • File size: 2 MB

Meet the Author

Jamie Turner is the Chief Content Officer at the 60 Second Marketer, the online magazine for BKV Digital and Direct Response.

He is a leading authority on branding, marketing strategy and social media and has helped companies like AT&T, CNN, Motorola, Cartoon Network and The Coca-Cola Company grow their sales and revenue with outside-the-box marketing techniques.

He has been profiled in the world’s best-selling marketing textbook and consults with well-known brands around the globe. He is a regular guest on TV and radio on the subject of marketing and social media and is an in-demand keynote speaker for global corporations, events and trade shows.

Reshma Shah is an Assistant Professor in the area of Marketing at Goizueta Business School of Emory University. She is also a founder and Partner at Inflexion Point Marketing Group. Dr. 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. Dr. Shah’s articles have appeared in several academic journals in the areas of marketing alliances and brand extensions. Dr. Shah is also the recipient of the Distinguished Educator Award at Emory University.

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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

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Sort by: Showing all of 5 Customer Reviews
  • Posted March 13, 2011

    Good Book

    If you work in Corporate Communications will appreciate books like this one.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted September 30, 2010

    A guide that makes sense .... FINALLY!!

    I have spent my career in marketing and management of small businesses and over the last few years have delved into the world of Social Media, somewhat blindly, but following what I believed were good paths. I found Jamie Turner's 60 Second Marketer blog and get daily updates from it, so I have been waiting for this book to come out. I am not disappointed one bit. Everything is written in clear-to-understand snapshots, so for someone like myself who isn't a high powered social media mogul, it makes sense, and that translates into success for me.

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  • Anonymous

    Posted October 1, 2010

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    Posted March 2, 2011

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    Posted September 30, 2011

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