ISBN-10:
1442251530
ISBN-13:
9781442251533
Pub. Date:
10/09/2015
Publisher:
Rowman & Littlefield Publishers, Inc.
Social Media Strategy: Marketing and Advertising in the Consumer Revolution

Social Media Strategy: Marketing and Advertising in the Consumer Revolution

by Keith A. Quesenberry

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Product Details

ISBN-13: 9781442251533
Publisher: Rowman & Littlefield Publishers, Inc.
Publication date: 10/09/2015
Edition description: Older Edition
Pages: 256
Sales rank: 203,433
Product dimensions: 6.90(w) x 9.90(h) x 0.60(d)
Age Range: 18 Years

About the Author

Keith A. Quesenberry, assistant professor of marketing at Messiah College, has taught social media marketing, digital marketing, and advertising at Johns Hopkins University, Temple University, and West Virginia University. Before joining academia, he spent nearly twenty years as an associate creative director and copywriter for advertising agencies such as BBDO and Arnold Worldwide, working with clients from startups to Fortune 500s. His social media campaigns have received industry recognition including a PRSA Bronze Anvil and an OMMA Award. He is also an accomplished researcher and contributing author to Harvard Business Review, Entrepreneur, and Social Media Examiner..

Follow his blog at www.postcontrolmarketing.com.

Table of Contents

Foreword by Valerie Jones
Acknowledgments
Introduction

Part I: An Overview of Social Media
Chapter 1: The Scale and Scope of Social Media
The Rise of Social Media
The Size of Social Influence
Theoretically Speaking: Interactivity and Two-Way Communication
Social Plan Part 1: Discover and Explore
Questions for Discussion
Additional Exercises

Chapter 2: Shifting Influences and the Decline of Push Marketing
When Push Comes to Shove
Mass Media to Consumer Communication
Theoretically Speaking: Social Presence and Media Richness
Social Plan Part 2: Adding to the Noise
Questions for Discussion
Additional Exercises

Chapter 3: A Marketer’s Point of View: Moving from Control to Engagement
The Advertising Age Is Over
From Interruption to Engagement
Theoretically Speaking: The Four Ps to the Four Cs
Social Plan Part 3: Quantifying Engagement
Questions for Discussion
Additional Exercises

Part II: No Hype: A Strategic Framework That Works
Chapter 4: Lay a Foundation, Frame the Conversation
Goals, Analysis, and Targets
Listen with a Social Media Audit
Theoretically Speaking: Market Segmentation
Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit
Questions for Discussion
Additional Exercises

Chapter 5: Make Repairs and Jumpstart the Conversation
Fix Operations, Product, and Service Issues
Big Ideas and Being Interesting
Theoretically Speaking: Ethnographic Observational Research
Social Plan Part 5: Repair Plan and Big Idea
Questions for Discussion
Additional Exercises

Chapter 6: The Magic Number 3: Integrating Social, Marketing, and PR
The Real Convergence
Think Like an Expert in All Fields
Theoretically Speaking: Corporate and Marketing Communication, PR, and Advertising
Social Plan Part 6: Integrate Traditional Marketing with Social Strategy
Questions for Discussion
Additional Exercises

Part III: Choose Social Options for Target, Message, and Idea
Chapter 7: Social Networks, Blogs, and Forums
Choosing Social Options
Social Networks
Blogs and Forums
Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums
Questions for Discussion
Additional Exercises

Chapter 8: Microblogging and Media Sharing
Microblogging
Media Sharing
Social Plan Part 8: Choose Most Strategic Content Sharing
Questions for Discussion
Additional Exercises

Chapter 9: Geo-location, Ratings, and Reviews
Geo-location
Ratings and Reviews
Social Plan Part 9: Strategic Use of Location, Ratings, and Reviews
Questions for Discussion
Additional Exercises

Chapter 10: Social Bookmarking and Social Knowledge
Social Bookmarking
Social Knowledge
Podcasts
Feeling Overwhelmed Is Natural
Social Plan Part 10: Buzz Building and Knowledge Sharing
Questions for Discussion
Additional Exercises

Part IV: Integrating Social Media across Organizations
Chapter 11: Crowdsourcing Social Media Research
Real-Time Intelligence
Leveraging the Wisdom of the Crowd
Theoretically Speaking: Local Search Constrains R&D
Social Plan Part 11: Adding Crowdsourcing into a Campaign
Questions for Discussion
Additional Exercises

Chapter 12: Branded Content and Customer Evangelism
Creating a New Level of Engagement
Supercharge Word-of-Mouth
Theoretically Speaking: Consumer-Brand Relationships
Social Plan Part 12: Creating Branded Content and Motivating Brand Evangelists
Questions for Discussion
Additional Exercises

Chapter 13: Customer Service: The Art of Turning Complaints into Compliments
The Customer Is Always Right
Social Care Is No Longer a Choice
Theoretically Speaking: Word-of-Mouth in a Service Context
Social Plan Part 13: Creating Cross-Functional Social Care
Questions for Discussion
Additional Exercises

Part V: Pulling It All Together
Chapter 14: Write Your Plan, Plan Your Sell
Slow and Steady Wins the Race
Content Creation Takes Time and Focus
Theoretically Speaking: Uses and Gratification
Leap of Faith?
Social Plan Part 14: Compile the Parts and Sell the Story
Questions for Discussion
Additional Exercises

Appendixes
A: The Complete Social Plan (Parts 1–14)
B: Quick Five-Step Social Plan
C: Social Media Tools and Resources

Index

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