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Social Media Marketing The Next Generation of Business Engagement

Год выпуска: 2010-10-12
Автор: Dave Evans

Synopses & Reviews

Publisher Comments

Drive change with social CRM and collaborative social applications

If your organization is using Twitter, Facebook, and other social media, you're already building a formidable marketing and customer relationship management (CRM) system in the social mediasphere. Now it's time for the crucial next stepopening your business up to the collective ideas of those customers and stakeholders and putting their ideas into action. In short, building a business powered by social technology. This detailed guide shows you how.

Building on the principles in his bestselling book, Social Media Marketing: An Hour a Day, social media thought leader Dave Evans shows you how to participate in social media at a business level, taking customer engagement and collaboration to new levels to improve your company's products, services, and bottom line.

  • Understand the new social business ecosystem and how it affects your current and future business

  • Craft a scalable, connected social media marketing strategy that enables you to incorporate what you learn to improve your products and services

  • Gear up for customer-led collaboration! Explore a host of best practices for involving your social contacts in product design

  • Discover software and analytical tools from firms like Radian6, Sysomos, BuzzStream, Rapleaf, Lithium Technologies, Socialtext, Microsoft, IBM, and others to help you monitor and?quantify your social business

  • Think analytics, analytics, analyticssee how to select and use social metrics, analyze results, and produce solid insights as you implement a social mediabased business plan

  • Find out how other companies implement, manage, and monitor their social business strategies, including consumer-facing firms like Philips and New Belgium Beer, nonprofit organizations like Found Animals of Los Angeles, and the business-to-business units of American Express and Element 14

  • Work through practical, hands-on exercises, develop a library of top-notch thinkers and resources, and positively build your own professional skills in this exciting new area

"Dave provides a practical approach for leaders who want to harness the power of social media to cost-effectively transform their businesses and catapult themselves ahead of the competition. At the same time, Social Media Marketing: The Next Generation of Business Engagement is extraordinary because it is a fun, genuine, and inspiring resource that sets a new standard for social media insights."Ian Giles, Vice President, Strategic Services, Thindata 1:1, Toronto

"Dave takes social media from concepts and theory to concrete, simple steps that make it easy to implement social technology in your business."Marco Roncaglio, Director of Online Marketing, Personal Care, Philips Consumer Lifestyle, Amsterdam

"Rigorous, measurable quality improvement is critical for getting social media and word-of-mouth working for your business. Dave's book highlights quality programs that work and shows you how to implement them in your business."Jeff Turk, CEO, Formaspace, Austin, TX

Synopsis

How to implement winning social media marketing programs to improve products, services, and profits

A July 2009 Anderson Analytics study found 60% of the Internet population uses social networks and social media sites such as Facebook, MySpace, and Twitter. Written by a social media marketing expert, Social Media Marketing: The Next Generation of Business Engagement shows marketers how to create a winning social media presence, and is the first book to then focus on what to do with the lessons learned and information gleaned from social media marketing efforts. Details how to develop, implement, monitor and measure successful social media activities, and how to successfully act on feedback from the social mediasphere Discusses conversation-monitoring tools and platforms to improve business, as well as the metrics required to prove the success of social media efforts Other titles by Evans: Social Media Marketing: An Hour a Day, by Wiley

Social media has taken the Internet by storm and has become a central component of most marketing plans. Social Media Marketing is the perfect book for marketers, advertisers, or anyone looking to better understand how to use social web technologies and platforms to engage customers.

Synopsis

How to implement social technology in business, spur collaborative innovation and drive winning programs to improve products, services, and long-term profits and growth.

The road to social media marketing is now well paved: A July 2009 Anderson Analytics study found 60% of the Internet population uses social networks and social media sites such as Facebook, MySpace, and Twitter. Collaboration and innovation, driven by social technology, are whats next.

Written by the author of the bestselling Social Media Marketing: An Hour a Day in collaboration with Jake McKee, Social Media Marketing: The Next Generation of Business Engagementtakes marketers, product managers, small business owners, senior executives and organizational leaders on to the next step in social technology and its application in business. In particular, this book explains how to successfully implement a variety tools, how to ensure higher levels of customer engagement, and how to build on the lessons learned and information gleaned from first-generation social media marketing efforts and to carry this across your organization.

This book:

  • Details how to develop, implement, monitor and measure successful social media activities, and how to successfully act on feedback from the social web
  • Discusses conversation-monitoring tools and platforms to accelerate the business innovation cycle along with the metrics required to prove the success of social technology adoption
  • Connects the social dots more deeply across the entire organization, moving beyond marketing and into product development, customer service and customer-driven innovation, and the benefits of encouraging employee collaboration.

Social media has become a central component of marketing: Collaborative, social technology is now moving across the organization, into business functions ranging from HR and legal to product management and the supply chain. Social Media Marketing: The Next Generation of Business Engagement is the perfect book for marketers, business unit managers and owners, HR professionals and anyone else looking to better understand how to use social technologies and platforms to build loyalty in customers, employees, partners and suppliers to drive long term growth and profits.


About the Author

Dave Evans is a social media innovator with a passion for tapping the power of the Social Web and related technologies and applying them to business. Beginning in 1994, when he founded the marketing consultancy Digital Voodoo, and continuing through his career in advertising, Dave has worked with clients around the world including Philips, Pepsi, Dell, Intel, and others. He also served in the strategy and consulting group of Austin's GSD&M, working with clients such as Southwest Airlines, Wal-Mart, and the PGA TOUR. Dave has also been a member of the Advisory Board of ad:tech and the Research and Measurement Council of WOMMA.

Table of Contents

Part I: Social Business Fundamentals.

Chapter 1: Social Media and Customer Engagement.

Chapter 2: The New Role of the Customer.

Chapter 3: Build a Social Business.

Chapter 4: The Social Business Ecosystem.

Part II: Run a Social Business.

Chapter 5: Social Technology and Business Decisions.

Chapter 6: Social Analytics, Metrics, and Measurement.

Chapter 7: Five Essential Tips.

Part III: Social Business Building Blocks.

Chapter 8: Engagement on the Social Web.

Chapter 9: Social CRM.

Chapter 10: Social Objects.

Chapter 11: The Social Graph.

Chapter 12: Social Applications.



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