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Social Media Marketing : An Hour a Day (2ND): Evans, Dave/ Bratton, Susan (FRW): BOOKS KINOKUNIYA
Book Details
Social Media Marketing : An Hour a Day (2ND)
Social Media Marketing : An Hour a Day (2ND)
Publisher : Sybex Inc
Published Date : 2012/03
Binding : Paperback
ISBN : 9781118194492

BookWeb Price : AED 129.00

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Book Description
Source: ENG
Academic Descriptors: A93663643 A48500000
Place of Publication: United States
Edition: Subsequent
Textual Format: Computer Applications
Academic Level: Extracurricular
Review:
Baker & Taylor Scope - Spring 2012
Phoenix Public Library Holdings (Internal Code for CLS)
Table of Contents
 
Foreword                                           xix
Introduction                                       xxi
  Part I The Foundation of Social Media            1  (48)
    Chapter 1 Backlash                             3  (12)
      The Early Social Networks                    4  (2)
      The Pushback Begins                          6  (1)
      A Big Boost from an Unlikely Source          6  (1)
      Why Does This Matter?                        7  (4)
      The Backlash: Measured and Formalized        11 (3)
      The Main Points                              14 (1)
    Chapter 2 The Marketer's Dilemma               15 (16)
      The Roots of Avoidance                       16 (3)
      Early Online Word of Mouth                   19 (7)
      The Social Web Blooms                        26 (2)
      Nielsen Adds Social Metrics                  28 (2)
      The Main Points                              30 (1)
    Chapter 3 What Is Social Media?                31 (18)
      Social Media Defined                         32 (2)
      Is Social Media Accurate?                    34 (3)
      Social Media and Marketing                   37 (2)
      Social Media as a Guidepost                  39 (2)
      Social Media's Impact on the Purchase        41 (1)
      Funnel
      The Social Feedback Cycle                    42 (3)
      The Elements of Social Media                 45 (3)
      The Main Points                              48 (1)
  Part II Month 1: Prepare for Social Marketing    49 (106)
    Chapter 4 Week 1: Web 2.0, The Social Web      51 (28)
      Social Networks: The Power of the            52 (1)
      Collective
      Sarnoff's Law                                53 (1)
      Metcalfe's Law                               53 (1)
      Reed's Law                                   54 (2)
      Social Media Begins Here                     56 (1)
      Week 1: Engaging with Social Media           57 (1)
      Monday: Using Blogs and Wikis                58 (4)
      Tuesday: Multimedia                          62 (4)
      Wednesday: Microblogs and Tagging            66 (4)
      Thursday: RSS                                70 (3)
      Friday: Social Networks                      73 (5)
      The Main Points                              78 (1)
    Chapter 5 Week 2: The Social Feedback Cycle    79 (26)
      Social Media in Marketing                    80 (3)
      Consideration and the Purchase Funnel        83 (4)
      Consumer-Generated Media                     87 (5)
      Create Your Social Feedback Cycle            92 (1)
      The Social Feedback Cycle                    92 (1)
      Monday: Define Campaign Objectives           93 (2)
      Tuesday: The Awareness Phase                 95 (1)
      Wednesday: The Point of Sale                 96 (2)
      Thursday: Gathering Insights                 98 (3)
      Friday: Your Social Feedback Cycle           101(2)
      The Main Points                              103(2)
    Chapter 6 Week 3: Touchpoint Analysis          105(26)
      Touchpoints and the Social Web               106(4)
      Identifying Touchpoints                      110(3)
      Quantifying Touchpoints                      113(1)
      Monday: Gather Your Touchpoint Data          114(4)
      Tuesday: Organize Your Data                  118(5)
      Wednesday: Evaluate and Rank Your Data       123(4)
      Thursday: Analyze Your Data                  127(1)
      Friday: Plan Your Next Steps                 128(1)
      The Main Points                              129(2)
    Chapter 7 Week 4: Influence and Measurement    131(24)
      Influence and the Social Web                 132(5)
      Quantifying the Conversation                 137(1)
      Monday and Tuesday: Influence and Metrics    138(5)
      Wednesday: Applying Influence: Social        143(4)
      Media
      Thursday and Friday: Metrics---From          147(7)
      Influence to ROI
      The Main Points                              154(1)
  Part III Month 2: Social Media Channels          155(138)
    Chapter 8 Week 1: Build a Social Media         157(28)
    Campaign
      How Is Social Media Different?               158(2)
      Quantifying the Social Feedback Cycle        160(1)
      Monday: Combining Touchpoints and Feedback   161(1)
      Tuesday: Applying Social Media Metrics       162(5)
      Wednesday: Social Media Channels             167(7)
      Thursday and Friday: Social Media and the    174(9)
      Purchase Funnel
      The Main Points                              183(2)
    Chapter 9 Week 2: Social Platforms             185(28)
      Building Social Networks                     186(1)
      Monday: Build a Social Network               187(6)
      Tuesday: Participate in the Social Web       193(4)
      Wednesday: Social Application Platforms      197(6)
      Thursday: Understand Customer Communities    203(3)
      Friday: Work with Social Platforms           206(5)
      The Main Points                              211(2)
    Chapter 10 Week 3: Social Content---Text,      213(28)
    Photos, Audio, and Video
      Advertising and the Social Web               214(1)
      Monday: Explore Corporate Blogs              214(7)
      Tuesday: Experience Microblogs               221(5)
      Wednesday: Consider Photo and Video          226(7)
      Sharing
      Thursday: Experience Audio and Video         233(5)
      Podcasting
      Friday: Create Your Social Media             238(2)
      Marketing Plan
      The Main Points                              240(1)
    Chapter 11 Week 4: Social                      241(28)
    Content---Ratings, Reviews, and
    Recommendations
      Marketplace Conversations                    242(2)
      Building Consensus                           244(1)
      Monday: Understand Consensus and Marketing   245(9)
      Tuesday: Win the Popularity Contest          254(4)
      Wednesday: Apply Recommendations             258(2)
      Thursday: Get There Faster                   260(5)
      Friday: Build Your Plan                      265(2)
      The Main Points                              267(2)
    Chapter 12 Week 5: Social Interactions         269(24)
      Connecting the Dots                          270(1)
      Managing Social Information                  271(4)
      Monday: Events and Calendars                 275(5)
      Tuesday: Mobile and Location-Based Media     280(3)
      Wednesday: Status Notices and Activity       283(2)
      Streams
      Thursday: Activity Feeds                     285(3)
      Friday: Social Information and Marketing     288(3)
      The Main Points                              291(2)
  Part IV Month 3: Complete Your Plan              293(50)
    Chapter 13 Week 1: Objectives, Metrics, and    295(24)
    ROI
      The Basis for Social Media Metrics           296(1)
      Define Your Objectives and Audience          296(1)
      Key Performance Indicators                   297(1)
      What and Where to Measure                    298(4)
      Choosing Social Media Metrics                302(1)
      Metrics in Motion                            303(1)
      Content Metrics                              303(2)
      Relevance Metrics                            305(1)
      Impact Metrics                               306(1)
      Real-World Connections                       307(1)
      Audience                                     308(1)
      Influence                                    309(1)
      Engagement                                   309(1)
      Loyalty                                      310(1)
      Action                                       311(1)
      Planning for Measurement                     312(1)
      Monday: Your Business Objectives             313(1)
      Tuesday: Your Audience                       313(2)
      Wednesday: Content Metrics                   315(1)
      Thursday: Relevance Metrics                  316(1)
      Friday: Impact Metrics                       317(1)
      The Main Points                              318(1)
    Chapter 14 Week 2: Present Your Social         319(24)
    Media Plan
      Create Your Plan                             320(2)
      Monday: Affirm Your Business Objectives      322(3)
      Tuesday: Define the Opportunity and          325(5)
      Choose Your Methods
      Wednesday: Select Your Channels              330(7)
      Thursday: Select Your Metrics                337(4)
      Friday: Write and Present Your Plan          341(1)
      The Main Points                              342(1)
  Appendix A Worksheets                            343(44)
      Worksheets Part II                           344(18)
        Chapters 4-7                               344(1)
        Chapter 4 Week 1: Web 2.0, The Social      344(5)
        Web
        Chapter 5 Week 2: The Social Feedback      349(4)
        Cycle
        Chapter 6 Week 3: Touchpoint Analysis      353(4)
        Chapter 7 Week 4: Influence and            357(5)
        Measurement
      Worksheets Part III                          362(17)
        Chapters 8-12                              362(1)
        Chapter 8 Week 1: Build a Social Media     362(4)
        Campaign
        Chapter 9 Week 2: Social Platforms         366(3)
        Chapter 10 Week 3: Social                  369(3)
        Content---Text, Photos, Audio, and Video
        Chapter 11 Week 4: Social                  372(3)
        Content---Ratings, Reviews, and
        Recommendations
        Chapter 12 Week 5: Social Interactions     375(4)
      Worksheets Part IV                           379(8)
        Chapters 13 & 14                           379(1)
        Chapter 13 Week 1: Objectives, Metrics,    379(3)
        and ROI
        Chapter 14 Week 2: Present Your Social     382(5)
        Media Plan
  Appendix B Additional Social Media Resources     387(4)
      Industry Experts                             388(1)
      Industry Blogs and Resources                 388(1)
      Agencies and Social Media Practitioners      389(1)
      Social Networks and Services                 389(1)
      Metrics Platforms and Listeners              390(1)
Index                                              391
 

Updated with 100 pages of new content, this edition is better than ever In the newest edition of his top-selling book, social media expert Dave Evans bypasses theory to provide you with practical, hands-on advice on developing, implementing, and measuring social media marketing campaigns. In what can be an overwhelming topic, he demystifies the jargon, dispels the myths, and helps you develop an effective, day-by-day plan. Revised and updated with more than 100 pages of new material on all the latest developments, Evans includes new and updated coverage on Facebook, Twitter, and Google+; the latest on listening and analytics platforms; how to incorporate mobile and location-based services like Foursquare and Gowalla into your plan; and more.Helps marketers, advertisers, and small business owners quickly develop effective, practical approaches to social media marketing campaigns Highlights the latest you should know about Facebook, Twitter, and Google+; as well as mobile- and location-based services such as Foursquare and Gowalla Shows you how to track and measure results and integrate that information into your overall marketing plan Features case studies, step-by-step instructions, and hands-on tutorials If you've been seeking ways to break down social media marketing into tasks you can handle and campaigns that deliver, this is the book you need.

Contents
Foreword xix Introduction xxi Part I The Foundation of Social Media 1 Chapter 1 Backlash 3 The Early Social Networks 4 The Pushback Begins 6 A Big Boost from an Unlikely Source 6 Why Does This Matter? 7 The Backlash: Measured and Formalized 11 The Main Points 14 Chapter 2 The Marketer's Dilemma 15 The Roots of Avoidance 16 Early Online Word of Mouth 19 The Social Web Blooms 26 Nielsen Adds Social Metrics 28 The Main Points 30 Chapter 3 What Is Social Media? 31 Social Media Defined 32 Is Social Media Accurate? 34 Social Media and Marketing 37 Social Media as a Guidepost 39 Social Media's Impact on the Purchase Funnel 41 The Social Feedback Cycle 42 The Elements of Social Media 45 The Main Points 48 Part II Month 1: Prepare for Social Marketing 49 Chapter 4 Week 1: Web 2.0, The Social Web 51 Social Networks: The Power of the Collective 52 Sarnoff's Law 53 Metcalfe's Law 53 Reed's Law 54 Social Media Begins Here 56 Week 1: Engaging with Social Media 57 Monday: Using Blogs and Wikis 58 Tuesday: Multimedia 62 Wednesday: Microblogs and Tagging 66 Thursday: RSS 70 Friday: Social Networks 73 The Main Points 78 Chapter 5 Week 2: The Social Feedback Cycle 79 Social Media in Marketing 80 Consideration and the Purchase Funnel 83 Consumer-Generated Media 87 Create Your Social Feedback Cycle 92 The Social Feedback Cycle 92 Monday: Define Campaign Objectives 93 Tuesday: The Awareness Phase 95 Wednesday: The Point of Sale 96 Thursday: Gathering Insights 98 Friday: Your Social Feedback Cycle 101 The Main Points 103 Chapter 6 Week 3: Touchpoint Analysis 105 Touchpoints and the Social Web 106 Identifying Touchpoints 110 Quantifying Touchpoints 113 Monday: Gather Your Touchpoint Data 114 Tuesday: Organize Your Data 118 Wednesday: Evaluate and Rank Your Data 123 Thursday: Analyze Your Data 127 Friday: Plan Your Next Steps 128 The Main Points 129 Chapter 7 Week 4: Influence and Measurement 131 Influence and the Social Web 132 Quantifying the Conversation 137 Monday and Tuesday: Influence and Metrics 138 Wednesday: Applying Influence: Social Media 143 Thursday and Friday: Metrics-From Influence to ROI 147 The Main Points 154 Part III Month 2: Social Media Channels 155 Chapter 8 Week 1: Build a Social Media Campaign 157 How Is Social Media Different? 158 Quantifying the Social Feedback Cycle 160 Monday: Combining Touchpoints and Feedback 161 Tuesday: Applying Social Media Metrics 162 Wednesday: Social Media Channels 167 Thursday and Friday: Social Media and the Purchase Funnel 174 The Main Points 183 Chapter 9 Week 2: Social Platforms 185 Building Social Networks 186 Monday: Build a Social Network 187 Tuesday: Participate in the Social Web 193 Wednesday: Social Application Platforms 197 Thursday: Understand Customer Communities 203 Friday: Work with Social Platforms 206 The Main Points 211 Chapter 10 Week 3: Social Content-Text, Photos, Audio, and Video 213 Advertising and the Social Web 214 Monday: Explore Corporate Blogs 214 Tuesday: Experience Microblogs 221 Wednesday: Consider Photo and Video Sharing 226 Thursday: Experience Audio and Video Podcasting 233 Friday: Create Your Social Media Marketing Plan 238 The Main Points 240 Chapter 11 Week 4: Social Content-Ratings, Reviews, and Recommendations 241 Marketplace Conversations 242 Building Consensus 244 Monday: Understand Consensus and Marketing 245 Tuesday: Win the Popularity Contest 254 Wednesday: Apply Recommendations 258 Thursday: Get There Faster 260 Friday: Build Your Plan 265 The Main Points 267 Chapter 12 Week 5: Social Interactions 269 Connecting the Dots 270 Managing Social Information 271 Monday: Events and Calendars 275 Tuesday: Mobile and Location-Based Media 280 Wednesday: Status Notices and Activity Streams 283 Thursday: Activity Feeds 285 Friday: Social Information and Marketing 288 The Main Points 291 Part IV Month 3: Complete Your Plan 293 Chapter 13 Week 1: Objectives, Metrics, and ROI 295 The Basis for Social Media Metrics 296 Define Your Objectives and Audience 296 Key Performance Indicators 297 What and Where to Measure 298 Choosing Social Media Metrics 302 Metrics in Motion 303 Content Metrics 303 Relevance Metrics 305 Impact Metrics 306 Real-World Connections 307 Audience 308 Influence 309 Engagement 309 Loyalty 310 Action 311 Planning for Measurement 312 Monday: Your Business Objectives 313 Tuesday: Your Audience 313 Wednesday: Content Metrics 315 Thursday: Relevance Metrics 316 Friday: Impact Metrics 317 The Main Points 318 Chapter 14 Week 2: Present Your Social Media Plan 319 Create Your Plan 320 Monday: Affirm Your Business Objectives 322 Tuesday: Define the Opportunity and Choose Your Methods 325 Wednesday: Select Your Channels 330 Thursday: Select Your Metrics 337 Friday: Write and Present Your Plan 341 The Main Points . 342 Appendix A Worksheets 343 Worksheets Part II 344 Chapters 4-7 344 Chapter 4: Week 1: Web 2.0, The Social Web 344 Chapter 5: Week 2: The Social Feedback Cycle 349 Chapter 6: Week 3: Touchpoint Analysis 353 Chapter 7: Week 4: Influence and Measurement 357 Worksheets Part III 362 Chapters 8-12 362 Chapter 8: Week 1: Build a Social Media Campaign 362 Chapter 9: Week 2: Social Platforms 366 Chapter 10: Week 3: Social Content-Text, Photos, Audio, and Video 369 Chapter 11: Week 4: Social Content-Ratings, Reviews, and Recommendations 372 Chapter 12: Week 5: Social Interactions 375 Worksheets Part IV 379 Chapters 13 & 14 379 Chapter 13: Week 1: Objectives, Metrics, and ROI 379 Chapter 14: Week 2: Present Your Social Media Plan 382 Appendix B Additional Social Media Resources 387 Industry Experts 388 Industry Blogs and Resources 388 Agencies and Social Media Practitioners 389 Social Networks and Services 389 Metrics Platforms and Listeners 390 Index 391