SOCIAL MEDIA STRATEGY MARKETING AND ADVERTISING ?· SOCIAL MEDIA STRATEGY MARKETING AND ADVERTISING…

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  • SOCIAL MEDIA

    STRATEGY

    MARKETING AND ADVERTISING

    IN THE CONSUMER REVOLUTION

    Keith A. Quesenberry

    ROWMAN & LITTLEFIELD Lanham Boulder New York London

  • Detailed Contents

    Brief Contents v Foreword by Valerie Jones xiii Acknowledgments xv Introduction 1

    PART I: An Overview of Social Media

    1: The Scale and Scope of Social Media 7 The Rise of Social Media 8 The Size of Social Influence 10

    Mini Case: Kony 2012 13 Theoretically Speaking: Interactivity and Two-Way Communication 13 Social Plan Part l: Discover and Explore 14 Questions for Discussion 14 Additional Exercises 15

    2: Shifting Influences and the Decline of Push Marketing 17 When Push Comes to Shove 18

    Box: Push versus Pull 20 Mass Media to Consumer Communication 21

    Mini Case: Sony Europe 23 Theoretically Speaking: Social Presence and Media Richness 24 Social Plan Part 2: Adding to the Noise 24 Questions for Discussion 25 Additional Exercises 25

    3: A Marketer's Point of View: Moving from Control to Engagement 29 The Advertising Age Is Over 30

    Mini Case: Queensland Tourism 31 From Interruption to Engagement 34 Theoretically Speaking: The Four Ps to the Four Cs 36 Social Plan Part 3: Quantifying Engagement 37 Questions for Discussion 37 Additional Exercises 37

    vii

  • viii DETAILED CONTENTS

    PART II: No Hype: A Strategie Framework That Works

    4: Lay a Foundation, Frame the Conversation 43 Goals, Analysis, and Targets 44

    Box: Objectives Should Meet SMART Guidelines 45 Gather Primary and Secondary Data 46 Mini Case: Old Spiee New Target 49

    Listen with a Social Media Audit 49 Theoretically Speaking: Market Segmentation 55 Social Plan Part 4: Objectives, Target, Situation Analysis, and Audit 55 Questions for Discussion 55 Additional Exercises 56

    5: Make Repairs and Jumpstart the Conversation 59 Fix Operations, Product, and Service Issues 60 Big Ideas and Being Interesting 62

    Box: What Is Account Flanning? 63 Mini Case: Chipotle Scarecrow 66

    Theoretically Speaking: Ethnographie Observational Research 67 Social Plan Part 5: Repair Plan and Big Idea 67 Questions for Discussion 68 Additional Exercises 68

    6: The Magic Number 3: Integrating Social, Marketing, and PR 71 The Real Convergence 72

    Box: The Attention Economy 73 Think Like an Expert in All Fields 75

    Mini Case: Burger King Subservient Chicken 77 Theoretically Speaking: Corporate and Marketing Communication, PR, and Advertising 78 Social Plan Part 6: Integrate Traditional Marketing with Social Strategy 79 Questions for Discussion 79 Additional Exercises 80

    Part III: Choose Social Options for Target, Message, and Idea

    7: Social Networks, Blogs, and Forums 85 Choosing Social Options 86 Social Networks 87

    Facebook 87 Linkedln 89 Google+ 91 Social Network Considerations 92

    Blogs and Forums 93 Mini Case: GM Fastlane Blog 94 Blogger 94 WordPress 96 Tumblr 96 Forums 98 Blog and Forum Considerations 99

  • DETAILED CONTENTS ix

    Social Plan Part 7: Select Social Networks, Blog Platforms, and Forums 100 Questions for Discussion 100 Additional Exercises 100

    8: Microblogging and Media Sharing 105 Microblogging 106

    Twitter 106 Pinterest 108 Microblogging Considerations 110 Mini Case: Pharrell's "Happy" 111

    Media Sharing 111 YouTube 112 Flickr 114 Instagram 115 Media-Sharing Considerations 116

    Social Plan Part 8: Choose Most Strategie Content Sharing 118 Questions for Discussion 118 Additional Exercises 118

    9: Geo-Iocation, Ratings, and Reviews 123 Geo-location 124

    Foursquare 124 Facebook Places 125 Google+ Locations 127 Geo-location Considerations 128

    Ratings and Reviews 128 Mini Case: McDonald's Q&A 129 Yelp 130 Citysearch 131 Google+ Local 332 Ratings and Reviews Considerations 133

    Social Plan Part 9: Strategie Use of Location, Ratings, and Reviews 133 Questions for Discussion 134 Additional Exercises 134

    10: Social Bookmarking and Social Knowledge 139 Social Bookmarking 140

    Reddit 141 StumbleUpon 143 Digg 144 Mini Case: Behr Paints BuzzFeed 146 Social Bookmarking Considerations 146

    Social Knowledge 146 Wikipedia 147 Yahoo! Answers 149 Quora 150 Social Knowledge Considerations 151

    Podcasts 151

  • X DETAI LED CONTENTS

    RSS Feeds 152 iTunes 153 Podcast Considerations 154

    Feeling Overwhelmed Is Natural 154 Social Plan Part 10: Buzz Building and Knowledge Sharing 155 Questions for Discussion 155 Additional Exercises 155

    Part IV: Integrating Social Media across Organization

    11: Crowdsourcing Social Media Research 163 Real-Time Intelligence 164

    Box: Social Media Research Process 166 Leveraging the Wisdom of the Crowd 167

    Mini Case: Fiat Mio 168 Theoretically Speaking: Local Search Constrains R&D 170 Social Plan Part 11: Adding Crowdsourcing into a Campaign 170 Questions for Discussion 171 Additional Exercises 171

    12: Branded Content and Customer Evangelism 175 Creating a New Level of Engagement 176

    Mini Case: Dove Real Beauty Sketches 178 Supercharge Word-of-Mouth 179

    Box: How to Find a Brand Evangelist 180 Theoretically Speaking: Consumer-Brand Relationships 182 Social Plan Part 12: Creating Branded Content and Motivating Brand Evangelists 182 Questions for Discussion 183 Additional Exercises 183

    13: Customer Service: The Art of Turning Complaints into Compliments 187 The Customer Is Always Right 188

    Mini Case: Hertz 24/7 Social Care 190 Social Care Is No Longer a Choice 191

    Box: Types of Social Information That Affect Customer Service 191 Theoretically Speaking: Word-of-Mouth in a Service Context 193 Social Plan Part 13: Creating Cross-Functional Social Care 194 Questions for Discussion 194 Additional Exercises 195

    Part V: Pulling It All Together

    14: Write Your Plan, Plan Your Seil 199 Slow and Steady Wins the Race 200 Content Creation Takes Time and Focus 201 Theoretically Speaking: Uses and Gratification 204 Leap of Faith? 204

    Mini Case: Saucony Find Your Strong 205 Social Plan Part 14: Compile the Parts and Seil the Story 206

  • Questions for Discussion Additional Exercises

    Appendixes A: The Complete Social Plan (Parts 114) B: Quick Five-Step Social Plan C: Social Media Tools and Resources

    Index About the Author

    DETAILED CONTENTS XI

    208 208

    211 221 227

    231 239

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