Secrets of Social Media Marketing

Paul Gillin

Description

""Secrets of Social Media Marketing"" is a handbook for marketers and business owners to use in deciding how to employ the new social media for online marketing. Social media has quickly moved from the periphery of marketing into the forefront, but this is a new and quickly-evolving field and there are few established formulas for success. Building on the lessons set out in Gillin's acclaimed and oft-reviewed ""The New Influencers: A Marketer's Guide to the New Social Media,"" this book provides practical advice on strategy, tools, and tactics. It is a hands-on manual that will educate marketers on how to extend their brands, generate leads, and engage customer communities using online tools.

Informations

• Publié par: Linden Publishing
• Date de parution: 01 novembre 2008
• Nombre de lectures: 0
• EAN13: 9781610350990
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Praise for
SECRETS OF SOCIAL MEDIA MARKETING
"Many of social media’s self-proclaimed experts want you to think that you need an arsenal of highly developed skills developed over many years to market effectively via online communities. Paul Gillin debunks the elite by eliminating the jargon and mystique of new media. Through the wonderful stories and practical ideas in Secrets of Social Media Marketing, he makes it easy for you to succeed with your own social media marketing initiatives. Jump in. Your buyers are online and waiting for you!"
David Meerman Scott, bestselling author of The New Rules of Marketing and PR
"Paul Gillin has written a master map for enterprises to succeed in the era of customer conversation and customer control."
Larry Weber, founder of The Weber Group and W2Group
"Rich with real-world examples and practical tips, this latest book from new media expert Paul Gillin offers a much-needed guide for marketers who are ready to engage in this new and ever-evolving world of social media. This book will be a valuable resource for marketers at all stages of social media adoption."
Jen McClure, Executive Director, Society for New Communications Research
"In The New Influencers, Paul Gillin showed us how ordinary people are using social media to establish a level of influence that was previously reserved for the mainstream media, captains of industry and elected officials. In this book, he shows us how organizations can capitalize on the social media revolution. Whether you’re a digital immigrant or a digital native, you can’t afford not to read this book."
Eric Schwartzman, Founder, iPressroom and "On the Record… Online" Podcast

Copyright © 2009 by Paul Gillin
All rights reserved.
Printed in the United States of America.
Published by
Quill Driver Books
2006 South Mary, Fresno, CA 93721
559-233-6633 / 800-345-4447
QuillDriverBooks.com
Quill Driver Books may be purchased for educational, fund-raising, business or promotional use. Please contact Special Markets, Quill Driver Books at the above address or phone numbers.
Quill Driver Books Project Cadre:
Doris Hall, Christine Hernandez, Dave Marion, Stephen Blake Mettee, Kent Sorsky
Fifth Printing
ISBN 978-1884956-85-0 • 1-884956-85-8
To order a copy of this book, please call
1-800-345-4447.
Library of Congress Cataloging-in-Publication Data
Gillin, Paul.
Secrets of social media marketing : how to use online conversations and customer communities to turbo-charge your business! / by Paul Gillin.
p. cm.
Includes index.
ISBN-13: 978-1-884956-85-0 (trade pbk.)
ISBN-10: 1-884956-85-8 (trade pbk.)
1. Internet marketing. 2. Social media Economic aspects. 3. Customer relations. 4. Interactive marketing. I. Title.
HF5415.1265.G55 2009
658.8’72--dc22
2008029764
For Ryan and Alice, who are the future
Links indicated in the text of this book may be found at SSMMBook.com. Also visit SSMMBook.com for online footnotes, updates, special interviews, and a constantly updated list of social media resources.
Contents
Foreword
Acknowledgments
Introduction
How to Use This Book
1. Making the Case
2. Making Choices
3. Ear to the Ground
4. Courting Online Influencers
5. Corporate Soapboxes
6. Customer Conversations
7. The Social Network Gorillas
8. Niche Innovators
9. Learning from Conversations
10. Basics of Social Media Content
11. Picking Your Spots
12. Telling Stories with Words and Images
13. Engagement through Interaction
14. Promote Thyself
15. Measuring Results
16. Celebrating Change
Glossary of Terms
Index
About the Author
Foreword
When Paul Gillin asked me to write the foreword for his new book, I was honored but a little reticent, as I was starting to get social media and marketing burnout. I had been eager to move on to my next "future of marketing" musing, but then I read Secrets of Social Media Marketing and, like after staying locked up in a Starbucks for four hours, I was ready to be rocketed right back into the fight. "A fight?" you might ask. Yes, that is what is still going on. The old media tycoons are nervously still holding on to what the broadcast era of intrusion marketing wrought, not knowing they are the Berlin Wall of communications.
Everywhere I travel in the world or on the Web the beautiful sound and depth of social media is undeniable. We are all media now, and it is not a fad but a complete change of platform. Marketing as dialogue and content creation will be the prevailing elixir for a planet overloaded with one-way attacks on our intellect.
The Web, in this fourth phase of emotion and broadband, will only deepen in experience, conversation, and commerce. As Sir Tim Berners-Lee reminded me last year, the semantic Web will finally begin to change all human interaction for the better. The micro-segmented topics wrapped in advanced social networks will be so numerous that cable television will pale in comparison. Soon we will all look back at the 75-or so-odd years of the broadcast era with confusion and relief as the screen fades and a new powerful digital landscape becomes the closest thing to real life we have. For marketers, the new social Web innovation will become the nucleus of customer celebration, conversation, and commerce.
Marketing really is everything. Secrets of Social Media Marketing is a strong hammer that will help close the lid on the past and create a new environment where the words "Web" and "marketing" will eventually disappear.
The first maps of a previously undiscovered area are often the hardest to make. Paul was one of the first master mapmakers of social media with his first book, The New Influencers, and now with this new book offers well-learned lessons, the discoveries of more social Web innovations, and a very practical "how to" approach. Paul has written a master map for enterprises to succeed in the era of customer conversation and customer control.
Seldom does a book come along (excuse the liberal borrowing from E.B. White’s Charlotte’s Web) that is both a good friend and so well written. Read this book and celebrate! Paul Gillin gives us a clear and commonsense instruction set on how to work in this compelling new environment, an environment soon to be the most dominant communications platform of our lifetime.
Larry Weber Cape Cod Late summer, 2008
Acknowledgments
The research for this book began in November 2005, when I attended a meeting of the Massachusetts Technology Leadership Council. Dan Bricklin, who organized the meeting (and whom I profiled in The New Influencers), asked for volunteers who were willing to blog about the proceedings. I obliged, and the 800 visitors I received from a single link on Dan’s blog changed my life. I was captivated by the idea that the rules of influence had changed and that a single blogger could duplicate the results of a massive marketing campaign.
I’ve learned so much in the three years since then that it’s impossible to thank everyone. I’m particularly grateful to Steve Mettee at Quill Driver Books for giving an unknown author a contract to write The New Influencers in 2006. He didn’t hesitate a moment to commit to publishing this sequel. Andrea Wright and Christine Hernandez lent publicity support. I hired Catherine Marenghi to promote The New Influencers, and her skill and tireless work ethic were no small part of that book’s success. My agent, Neil Salkind, has been both a valuable business adviser and a steady fan.
I’d particularly like to thank the experts who contributed sidebars to this book: Maggie Fox, B.L. Ochman, and Tamar Weinberg. Maggie has been particularly helpful in sharing her experiences from the field and promoting my earlier work. B.L. was one of the first marketers to describe the mechanics of a successful campaign to me with her "Up Your Budget" promotion for Budget Car Rental three years ago. She has a gift for this stuff.
I met David Meerman Scott when I was researching The New Influencers, having come across his profile on Marketing Sherpa and deciding he would make a good interview. Little did I know that he would publish a much more successful book The New Rules of Marketing r and PR only about a month after The New Influencers . We have collaborated on several projects since, and his wisdom and experience as a successful author has been of immeasurable help.
Larry Weber was an early influence on my thinking about the changing role of media and its effects on marketing. We have stayed in close touch for the last two years and his creativity and insight have never ceased to fascinate me.
Many people gave generously of their time for profiles in this book, including Michelle Alter, G. Kofi Annan, Richard Binhammer, Bobbie Carlton, Geno Church, Olivia Cutitta, Todd Defren, Merrill Dubrow, Jason Falls, George Faulkner, Maurene Grey, Fritz Grobe, Reba Haas, Chuck Hester, Christine Hight, Howard Kaushansky, Jim Nail, Dan Neely, Robert Pearson, Ben Popken, Greg Peverill-Conti, Mike Prosceno, Julie Wittes Schlack, Toni Sikes, Stephen Voltz, Debbie Weil, and George Wright.
Laura Fitton revealed to me the wonders of Twitter. Jody DeVere taught me about the value of syndication. I was lucky to meet her when she was just launching AskPatty two years ago and am delighted to see how well her vision has turned out. Diane Hessan and Jill Miller from Communispace Corporation and Karen Orton of Lithium Technologies helped track down customers for interviews. Don Fry had