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Social Media Marketing All-in-One For Dummies , 4th EditionPublished by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.comCopyright 2017 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in CanadaNo part of this publication may be reproduced, stored in a retrieval system or transmitted in any formor by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except aspermitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior writtenpermission of the Publisher. Requests to the Publisher for permission should be addressed to thePermissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 7486011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier,and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and maynot be used without written permission. Windows is a registered trademark of Microsoft Corporation.All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is notassociated with any product or vendor mentioned in this book.LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHORMAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY ORCOMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALLWARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR APARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES ORPROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAYNOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THEUNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL,ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE ISREQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BESOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FORDAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE ISREFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OFFURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHERENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE ORRECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THATINTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEAREDBETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ.For general information on our other products and services, please contact our Customer CareDepartment within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.For technical support, please visit ley publishes in a variety of print and electronic formats and by print-on-demand. Some materialincluded with standard print versions of this book may not be included in e-books or in print-ondemand. If this book refers to media such as a CD or DVD that is not included in the version youpurchased, you may download this material at http://booksupport.wiley.com. For moreinformation about Wiley products, visit www.wiley.com.Library of Congress Control Number: 2017935000ISBN 978-1-119-33039-4 (pbk); ISBN 978-1-119-33042-4 (ebk); ISBN 978-1-119-32992-3 (ebk)

Social Media Marketing All-in-One ForDummies To view this book's Cheat Sheet, simply go to www.dummies.com andsearch for “Social Media Marketing All-in-One For Dummies” in theSearch box.Table of ContentsCoverIntroductionAbout This BookFoolish AssumptionsIcons Used in This BookBeyond the BookWhere to Go from HereBook 1: The Social Media MixChapter 1: Making the Business Case for Social MediaMaking Your Social DebutDefining Social Media MarketingUnderstanding the Benefits of Social MediaUnderstanding the Cons of Social MediaIntegrating Social Media into Your Overall Marketing EffortDeveloping a Strategic Social Media Marketing PlanChapter 2: Tallying the Bottom LinePreparing to Calculate Return on InvestmentAccounting for Customers Acquired OnlineEstablishing Key Performance Indicators for SalesTracking LeadsUnderstanding Other Common Business MetricsDetermining Return on InvestmentChapter 3: Plotting Your Social Media Marketing StrategyLocating Your Target Market OnlineSegmenting Your B2C MarketResearching B2B MarketsConducting Other Types of Market Research OnlineSetting Up Your Social Media Marketing Plan

Chapter 4: Managing Your Cybersocial CampaignManaging Your Social Media ScheduleBuilding Your Social Media Marketing Dream TeamCreating a Social Media Marketing PolicyStaying on the Right Side of the LawProtecting Your Brand ReputationBook 2: Cybersocial ToolsChapter 1: Discovering Helpful Tech ToolsKeeping Track of the Social Media SceneSaving Time with Content-Distribution ToolsSnipping Ugly URLsUsing E-Commerce Tools for Social SitesKeeping Your Ear to the Social GroundMeasuring the Buzz by Type of ServiceChapter 2: Leveraging SEO for Improved VisibilityMaking the Statistical Case for SEOThinking Tactically and PracticallyFocusing on the Top Search EnginesKnowing the Importance of Search PhrasesMaximizing Metatag MuscleOptimizing Your Site and Content for Search EnginesChapter 3: Optimizing Social Media for Internal and External SearchesPlacing Search Terms on Social MediaOptimizing BlogsOptimizing Images, Video, and PodcastsOptimizing Specific Social Media PlatformsOptimizing for Mobile SearchGaining Visibility in Real-Time SearchGaining Traction on Google with Social MediaMonitoring Your Search Engine RankingChapter 4: Using Social Bookmarks, News, and Share ButtonsBookmarking Your Way to TrafficSharing the NewsBenefiting from Social Bookmarks and News ServicesResearching a Social Bookmark and Social News CampaignSubmitting to Bookmarking ServicesSubmitting to Social News ServicesUsing Application-Specific BookmarksTiming Your SubmissionsEncouraging Others to Bookmark or Rate Your Site

Using Social Media ButtonsChapter 5: Making Social Media MobileUnderstanding the Statistics of Mobile Device UsageReaching People on the Move with Social MediaHarvesting Leads and Sales from Social MobileMeasuring Your Mobile Marketing SuccessCounting on TabletsUsing Mobile Social Media for AdvertisingBook 3: Content MarketingChapter 1: Growing Your Brand with ContentIntroducing Content MarketingDetermining the Best Content Platform for Your NeedsSelling Your Brand through Content MarketingMaking Your Content Stand OutChapter 2: Exploring Content-Marketing PlatformsBuilding a BlogUsing Podcasts and Video on Your Blog or WebsiteSharing ImagesUsing Social Media Platforms for Online ContentGuest Blogging to Grow Awareness and ExpertiseChapter 3: Developing a Content-Marketing StrategyDetermining Content GoalsPutting a Strategy on PaperChapter 4: Getting Your Content to the MassesCreating an Editorial Calendar to Keep Content FlowingFinding the Right Mix between Evergreen and Timely ContentExecuting Your Content StrategySharing Your Content with the PublicMeasuring the Success of Your Content StrategyBook 4: TwitterChapter 1: Using Twitter as a Marketing ToolDeciding Whether Twitter Is Right for YouCommunicating in 140 CharactersPromoting without Seeming like You’re PromotingResearching Other Brands on TwitterKnowing Quality Is More Important than QuantityChapter 2: Using Twitter as a Networking ToolFinding the Right People to FollowFinding Out Who Is Talking about You on TwitterResponding to Tweets

Searching on TwitterTweeting like a ProSharing on TwitterFollowing the Twitter Rules of EtiquetteHosting a Tweet-UpChapter 3: Finding the Right Twitter ToolsCustomizing Your Twitter Profile PagePinning TweetsUsing a Twitter ApplicationChapter 4: Social Listening with TwitterUsing Twitter to Listen to Your CustomersChapter 5: Hosting Twitter ChatsBenefiting from Twitter ChatsFinding a Hashtag for Your ChatKeeping Track of Who Says WhatFinding Guests for Your Twitter ChatPromoting Your Twitter ChatHosting Your Twitter ChatBook 5: FacebookChapter 1: Using Facebook as a Marketing ToolUnderstanding the Appeal of Brands on FacebookBranding with Facebook PagesExamining the Components of a Facebook PageMaking the Most of Your Facebook PageUnderstanding Your Facebook Administrative FunctionsFilling Out What You’re AboutUsing a Custom URL for Your PageInviting People to Join Your CommunityLiking Other BrandsCreating Facebook EventsChapter 2: Creating and Sharing Content on FacebookCreating a Facebook Content StrategySharing Your Brand’s StoryCreating Content That SingsSharing and Being SharedBringing Your Community into the MixUsing Closed or Secret GroupsLearning through InsightsChapter 3: Advertising on FacebookReaching More Fans with Ads

Measuring Your Ad’s ROIChapter 4: Streaming Live Video on FacebookUnderstanding the Benefits of Live StreamingSetting Up Your Live StreamEngaging with Your Community via Facebook LiveBrainstorming Ideas for Live VideosBook 6: LinkedInChapter 1: Promoting Yourself with LinkedInExploring the Benefits of Using LinkedInCreating an Online ResumeUnderstanding Recommendations and EndorsementsUsing LinkedIn MessagesChapter 2: Promoting Your Business with LinkedInExploring the Benefits of a Company PageCreating a LinkedIn Company PageSelling and Promoting with LinkedIn Showcase PagesChapter 3: Starting a LinkedIn GroupExploring the Benefits of LinkedIn GroupsGrowing a Community with a LinkedIn GroupGrowing Your GroupModerating Your LinkedIn GroupChapter 4: Using LinkedIn as a Content PlatformBlogging on LinkedInPromoting Your LinkedIn Posts on Other Social ChannelsBook 7: Getting VisualChapter 1: Pinning Down PinterestUnderstanding PinterestGetting StartedJoining PinterestGetting on BoardPinning on PinterestFollowing on PinterestSharing on PinterestDriving Traffic with PinterestBuilding Your Pinterest CommunityChapter 2: Snapchatting It Up!Getting Started with SnapchatTaking Your First SnapTelling Your Snapchat Story

Chapter 3: Getting Started with InstagramPromoting Your Brand on InstagramCreating and Using Your Instagram AccountDetermining What Is Photo-Worthy for Your BrandUsing Hashtags in Your Instagram PostsFinding Friends and Fans on InstagramUsing Instagram StoriesBook 8: Other Social Media Marketing SitesChapter 1: Weighing the Business Benefits of Minor Social SitesReviewing Your GoalsResearching Minor Social NetworksAssessing the Involvement of Your Target AudienceChoosing Social Sites StrategicallyChapter 2: Maximizing Stratified Social CommunitiesMaking a Bigger Splash on a Smaller SiteTaking Networking to the Next LevelSelecting Social Networks by Vertical Industry SectorSelecting Social Networks by DemographicsSelecting Social Networks by Activity TypeFinding Yourself in the Real World with GeomarketingSpacing Out with TwitterFinding Your Business on FacebookMaking Real Connections in Virtual SpacesMaking Deals on Social MediaSetting Terms for Your Coupon CampaignComparing LivingSocial and GrouponDiversifying Your Daily DealsChapter 3: Profiting from Mid-Size Social Media ChannelsDeciding Whether to Invest Your TimeSpotting Your Audience with SpotifyTurning Up New Prospects with TumblrPromoting Video with VimeoLive Streaming with PeriscopeChapter 4: Integrating Social MediaThinking Strategically about Social Media IntegrationIntegrating Social Media with E-NewslettersIntegrating Social Media with Press ReleasesIntegrating Social Media with Your WebsiteChapter 5: Advertising on Social MediaIntegrating Social Media with Paid Advertising

Advertising on Facebook and InstagramAdvertising on TwitterAdvertising on LinkedInAdvertising on PinterestBook 9: Measuring Results and Building on SuccessMeasuring Results and Building onSuccessChapter 1: Delving into DataPlanning a Measurement StrategySelecting Analytics PackagesGetting Started with Google AnalyticsIntegrating Google’s Social Media AnalyticsChapter 2: Analyzing Content-Sharing MetricsMeasuring the Effectiveness of Content Sharing with Standard AnalyticsEvaluating Blog-Specific MetricsVisualizing Video SuccessUnderstanding Podcast MetricsMeasuring Your Results from PinterestComparing Hard and Soft Costs versus IncomeChapter 3: Analyzing Twitter MetricsTracking Website Referrals with Google AnalyticsTracking Shortened LinksUsing Twitter AnalyticsUsing TweetDeckUsing Third-Party Twitter Analytics ApplicationsTracking Account Activity with the Notifications TabUsing the Hashtag as a Measurement MechanismCalculating the Twitter Follower-to-Following RatioChapter 4: Analyzing Facebook MetricsMonitoring Facebook Interaction with InsightsUsing Page InsightsExploring the Insights Overview and Detail PagesChapter 5: Measuring Other Social Media NetworksPlugging into Social MediaMeasuring LinkedIn SuccessMonitoring Social Mobile ImpactChapter 6: Comparing Metrics from Different Marketing TechniquesEstablishing Key Performance IndicatorsComparing Metrics across Social MediaIntegrating Social Media with Web MetricsUsing Advertising Metrics to Compare Social Media with Other Types of Marketing

Juxtaposing Social Media Metrics with Other Online MarketingContrasting Word-of-Web with Word-of-MouthChapter 7: Making Decisions by the NumbersUsing Metrics to Make DecisionsKnowing When to Hold and When to FoldDiagnosing Problems with Social Media CampaignsFixing ProblemsAdjusting to RealityAbout the AuthorsAdvertisement PageConnect with DummiesEnd User License Agreement

IntroductionYou sat back, sighing with relief that your website was running faultlessly, optimized for searchengines, and producing traffic, leads, and sales. Maybe you ventured into email marketing or pay-perclick advertising to generate new customers. Then you thought with satisfaction, “I’ll just let the moneyroll in.”Instead, you were inundated with stories about Facebook pages, Twitter and tweets, blogs andpodcasts, Pinterest, Instagram, and all other manner of social media buzz. By now you’ve probablytried more than one of these social media platforms. Perhaps you haven’t seen much in the way ofresults, or you’re ready to explore ways to expand your reach, increase customer loyalty, and growyour sales with social media.Much as you might wish it were otherwise, you must now stay up to date with rapidly changing optionsin the social media universe. As a marketer, you have no choice when more than 75 percent of Internetusers visit blogs and social media and when your position in search engine results may depend on therecency and frequency of social media updates. Social media marketing is an essential component ofonline marketing.The statistics are astounding: Facebook has more than 1.18 billion daily active users as of the thirdquarter of 2016; more than 2.7 million blog posts are published every day; more than 300 milliontweets were sent per day on average in 2016; and nearly 5 billion hours of video are viewed eachmonth on YouTube. New company names and bewildering new vocabulary terms continue to flood theonline world: Periscope, Snapchat, pinning, location tagging, and sentiment monitoring, for example.Should your new business get involved in social media marketing? Is it all more trouble than it’sworth? Will you be hopelessly left behind if you don’t participate? If you jump in, or if you’ve alreadywaded into the social media waters, how do you keep it all under control and who does the work?Which platforms are the best for your business? Should you take advantage of new channels or stickwith the comfortable ones you’ve already mastered? This book helps you answer both sets ofquestions: Should your business undertake social media marketing? If so, how? (Quick answer: If yourcustomers use a social media service, use it. If not, skip it.)

About This BookThe philosophy behind this book is simple: Social media marketing is a means, not an end in itself.Social media services are tools, not new worlds. In the best of all worlds, you see results that improvecustomer acquisition, retention, and buying behavior — in other words, your bottom line. If this soundsfamiliar, that’s because everything you already know about marketing is correct.Having the most likes on Facebook or more retweets of your posts than your competitors doesn’t meanmuch if these achievements don’t have a positive effect on your business. Throughout this book, you’llfind concrete suggestions for applying social media tactics to achieve those goals.If you undertake a social media marketing campaign, we urge you to keep your plans simple, takethings slowly, and always stay focused on your customers. Most of all, follow the precepts of guerrillamarketing: Target one niche market at a time, grow that market, and then reinvest your profits in thenext niche.

Foolish AssumptionsWe visualize our readers as savvy small-business owners, marketers in companies of any size, andpeople who work in any of the multiple services that support social media efforts, such as advertisingagencies, web developers, graphic design firms, copywriting, or public relations. We assume that youAlready have or will soon have a website or blog that can serve as the hub for your onlinemarketing programAre curious about ubiquitous social mediaAre comfortable using search terms on search engines to find information onlineKnow the realities of your industry, though you may not have a clue whether your competitors usesocial mediaCan describe your target markets, though you may not be sure whether your audience is usingsocial mediaAre trying to decide whether using social media makes sense for your company (or your boss hasasked you to find out)May already use social media personally and are interested in applying your knowledge andexperience to businessMay already have tried using social media for your company but want to improve results ormeasure return on your investmentHave a passion for your business, appreciate your customers, and enjoy finding new ways toimprove your bottom lineIf our assumptions are correct, this book will help you organize a social marketing presence withoutgoing crazy or spending all your waking hours online. It will help you figure out whether a particulartechnique makes sense, how to get the most out of it, and how to measure your results.

Icons Used in This BookTo make your experience easier, we use various icons in the margins to identify special categories ofinformation.These hints help you save time, energy, or aggravation. Sharing them is our way of sharingwhat we’ve figured out the hard way — so that you don’t have to. Of course, if you prefer to getyour education through the school of hard knocks, be our guest.This book has more details in it than any normal person can remember. This icon reminds youof points made elsewhere in the book or perhaps helps you recall business best practices that youknow from your own experience.Heed these warnings to avoid potential pitfalls. Nothing we suggest will crash your computerbeyond repair or send your marketing campaign into oblivion. But we tell you about business andlegal pitfalls to avoid, plus a few traps that catch the unprepared during the process of configuringsocial media services. Not all those services create perfect user interfaces with clear directions!The geeky-looking Dummies Man marks information to share with your developer orprogrammer — unless you are one. In that case, have at it. On the other hand, you can skip any ofthe technical-oriented information without damaging your marketing plans or harming a livingbeing.

Beyond the BookYou can find an online cheat sheet on the book's companion website. Go to www.dummies.com andtype Social Media Marketing All-in-One For Dummies in the Search box. The cheat sheet containssecrets for social media marketing success, online resources, and more.The website also has a Downloads tab you can open to download copies of the Social MediaMarketing Goals and Social Media Marketing Plan forms, which you can use to develop your ownm

Social Media Marketing All-in-One For Dummies To view this book's Cheat Sheet, simply go to www.dummies.com and search for “Social Media Marketing All-in-One For Dummies” in the Search box. Table of Contents Cover Introduction About This Book Foolish Assumptions Icons Used in This B

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