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If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results.

Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute a social media marketing campaign in just one hour a day.

In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube.

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 20: 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

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作者简介：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.

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If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results. Case studies, step–by–step guides, checklists, quizzes and hands–on tutorials will help you execute a social media marketing campaign in just one hour a day. In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user–generated content sharing sites like YouTube.