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 1—14) 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