Title Details

Dave Evans is an expert in social media marketing whose passion is tapping the power of the Social Web and applying it to business. Beginning in 1994, when he founded marketing consultancy Digital Voodoo, and continuing through his career in advertising, Dave has developed interactive communication programs for Microsoft, Hewlett-Packard, Southwest Airlines, AARP, the U.S. Air Force, AT&T, Wal-Mart, Dial, the PGA Tour, Chili's, Meredith Publishing, and many more. Dave is a ClickZ columnist and a frequent conference speaker, and has served on the advisory board for ad:tech as well as the Measurement and Metrics Council for the Word of Mouth Marketing Association.

Foreword.

Introduction.

Part I The Foundation of Social Media.

Chapter 1 Backlash.

The Early Social Networks.

The Pushback Begins.

A Big Boost from an Unlikely Source.

Why Does This Matter?

The Backlash: Measured and Formalized.

Which Brings Us to Trust.

Chapter 1: The Main Points.

Chapter 2 The Marketer’s Dilemma.

The Roots of Avoidance.

Early Online Word-of-Mouth.

The Social Web Blooms.

Nielsen Shows the Way.

Chapter 2: The Main Points.

Chapter 3 What Is Social Media?

Social Media Defined.

Is Social Media Accurate?

Social Media and Marketing.

Social Media as a Guidepost.

Social Media’s Impact on the Purchase Funnel.

The Social Feedback Cycle.

The Elements of Social Media.

Chapter 3: The Main Points.

Part II Month 1: Prepare for Social Marketing.

Chapter 4 Week 1: Web 2.0: The Social Web.

Social Networks: The Power of the Collective.

Sarnoff’s Law.

Metcalfe’s Law.

Reed’s Law.

Social Media Begins Here.

Week 1: Engaging with Social Media.

Monday: The Written Word.

Using Blogs and Wikis.

Finding Social Content.

Tuesday: The Web Comes Alive with Multimedia.

Tuesday’s One-Hour Exercise.

Wednesday: Microblogs and Tagging.

Thursday: RSS.

Friday: Social Networks.

Friday’s One-Hour Exercise.

Chapter 4: The Main Points.

Chapter 5 Week 2: The Social Feedback Cycle.

Social Media in Marketing.

Consideration and the Purchase Funnel.

Consumer-Generated Media.

Create Your Social Feedback Cycle.

The Social Feedback Cycle.

The Awareness Phase.

The Point-of-Sale.

Let the Games Begin.

Your Social Feedback Cycle.

Chapter 5: The Main Points.

Chapter 6 Week 3: Touchpoint Analysis.

Touchpoints and the Social Web.

Identifying Touchpoints.

Quantifying Touchpoints.

Gather Your Touchpoint Data.

Organize Your Data.

Evaluate and Rank Your Data.

Analyze Your Data.

Plan Your Next Steps.

Chapter 6: The Main Points.

Chapter 7 Week 4: Influence and Measurement.

Influence and the Social Web.

Quantifying the Conversation.

Influence and Metrics.

Applying Influence: Social Media.

Metrics: From Influence to ROI.

Chapter 7: The Main Points.

Part III Month 2: Social Media Channels.

Chapter 8 Week 1: Build a Social Media Campaign.

How Is Social Media Different?

Quantifying the Social Feedback Cycle.

Combining Touchpoints and Feedback.

Applying Social Media Metrics.

Social Media Channels.

Making Sense of the Channels.

Social Media and the Purchase Funnel.

The Point of Sale and Beyond.

Refining Your Plan.

Putting Your Framework Together.

Chapter 8: The Main Points.

Chapter 9 Week 2: Social Platforms.

Social Networks.

Personal Social Networks.

Business Social Networks.

Participation Is Everything.

White-Label Platforms.

Support Forums, Message Boards, and Communities.

Customer Communities.

Working with Social Platforms.

Chapter 9: The Main Points.

Chapter 10 Week 3: Social Content: Multimedia.

Advertising and the Social Web.

The Multimedia Channels.

Blogging.

Corporate Blogs.

Microblogs.

Photo and Video Sharing.

Audio and Video Podcasting.

Your Social Media Marketing Plan.

Pulling Things Together.

Chapter 10: The Main Points.

Chapter 11 Week 4: Social Content: Reviews, Ratings, and Recommendations.

Building Consensus.

Consensus and Marketing.

Ratings.

Reviews.

Recommendations.

Putting It All Together.

Winning the Popularity Contest.

The Voting Process.

Applying Recommendations.

Getting There Faster.

Building Your Plan.

Chapter 11: The Main Points.

Chapter 12 Week 5: Social Interactions.

Connecting the Dots.

Managing Social Information.

Events and Calendars.

SMS and Mobile Communications.

Status Notices and Bacn.

Feeds.

Social Information and Marketing.

Chapter 12: The Main Points.

Part IV Month 3: Complete Your Plan.

Chapter 13 Week 1: Objectives, Metrics, and ROI.

The Basis for Social Media Metrics.

Define Your Objectives and Audience.

Behaviors that Drive Metrics.

What and Where to Measure.

Choosing Social Media Metrics.

Metrics in Motion.

Content Metrics.

Relevance Metrics.

Impact Metrics.

Real-World Connections.

Audience.

Influence.

Engagement.

Loyalty.

Action.

Planning for Measurement.

Your Business Objectives.

Your Audience.

Content Metrics.

Relevance Metrics.

Impact Metrics.

Chapter 13: The Main Points.

Chapter 14 Week 2: Present Your Social Media Plan.

Choose Your Path.

Affirm Your Business Objectives.

Define Your Audience.

Choose Your Examples.

Monday: Build Your Foundation.

Define the Opportunity.

Social Feedback Cycle.

Touchpoint Map.

Net Promoter Score.

Tuesday: Choose Your Methods.

Select Your Channels.

Listening.

Outreach.

Wednesday: Pick Your Channels.

Select Your Metrics.

Market Position.

Brand Health.

Growth and Profits.

Thursday: Verify Your Metrics.

Write and Present Your Plan.

Friday: Wrap It Up.

Chapter 14: The Main Points.

Appendix A Worksheets.

Worksheets Part II.

Worksheets Part III.

Worksheets Part IV.

Appendix B Additional Social Media Resources.

Index.