Social Media ROI

Author: Olivier Blanchard
Publisher: Pearson Education
ISBN: 0132678020
Release Date: 2011-02-22
Genre: Business & Economics

Use Social and Viral Technologies to Supercharge Your Customer Service! Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. You’ll learn how to: Align social communications with broader business goals and functions Plan for effective performance measurement Establish clarity of vision, purpose, and execution Implement guidelines and operations for effectively managing social media Get started by “listening before talking” Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives Use social media to deliver real-time, optimized customer support Leverage mobility and the “on-the-fly” social media culture Measure FRY (Frequency, Reach, and Yield) Includes a foreword by Brian Solis.

Social Media ROI

Author: Olivier Blanchard
Publisher: Que Publishing
ISBN: 0789747413
Release Date: 2011
Genre: Business & Economics

Discover exactly how to manage and measure your social media efforts, understand your true ROI - and maximize it * *The first book about social media written by a business executive for executives. *Connects the dots between program development, integration, management, and business impact. *Clearly explains how to effectively integrate Social Media into long-term business programs, short-term campaigns, and brand initiatives. *Foreword by Brian Solis, author of 'Engage' Social Media ROI shows exactly how to make social media work for business, measure the results, and optimize them. Globally renowned brand strategist and marketing executive Olivier Blanchard shows how to connect the dots between social media strategy, program development, integration with other short- and long-term initiatives, execution, and business impact - both financial and non-financial. Both a practical social media training tutorial and an A-Z desk reference, this book is organized to provide fast answers to specific questions -- ranging from defining metrics and organizational guidelines to earning followers and managing crises. Coverage includes: * *Getting started: 'listening before talking. *Aligning social communications to business goals. *Planning for performance measurement. *Managing F.R.Y. (Frequency, Reach and Yield). *Laying the operational groundwork for effective social media management. *Integrating Social Media into long-term programs, short-term marketing campaigns, and any brand initiative. *Using social media to deliver real-time customer support. *Leveraging mobility and the 'on-the-fly' social media culture. *Blanchard presents proven solutions and techniques for everyone with social media responsibilities in companies of all kinds, from startups and small businesses to the Fortune® 500.

Navigating Social Media Legal Risks

Author: Robert McHale
Publisher: Que Publishing
ISBN: 9780133033649
Release Date: 2012-05-01
Genre: Law

The plain-English business guide to avoiding social media legal risks and liabilities—for anyone using social media for business—written specifically for non-attorneys! You already know social media can help you find customers, strengthen relationships, and build your reputation, but if you are not careful, it also can expose your company to expensive legal issues and regulatory scrutiny. This insightful, first-of-its-kind book provides business professionals with strategies for navigating the unique legal risks arising from social, mobile, and online media. Distilling his knowledge into a 100% practical guide specifically for non-lawyers, author and seasoned business attorney, Robert McHale, steps out of the courtroom to review today’s U.S. laws related to social media and alert businesses to the common (and sometimes hidden) pitfalls to avoid. Best of all, McHale offers practical, actionable solutions, preventative measures, and valuable tips on shielding your business from social media legal exposures associated with employment screening, promotions, endorsements, user-generated content, trademarks, copyrights, privacy, security, defamation, and more... You’ll Learn How To • Craft legally compliant social media promotions, contests, sweepstakes, and advertising campaigns • Write effective social media policies and implement best practices for governance • Ensure the security of sensitive company and customer information • Properly monitor and regulate the way your employees use social media • Avoid high-profile social media mishaps that can instantly damage reputation, brand equity, and goodwill, and create massive potential liability • Avoid unintentional employment and labor law violations in the use of social media in pre-employment screening • Manage legal issues associated with game-based marketing, “virtual currencies,” and hyper-targeting • Manage the legal risks of user-generated content (UGC) • Protect your trademarks online, and overcome brandjacking and cybersquatting • Understand the e-discovery implications of social media in lawsuits

Understanding Social Media

Author: Sam Hinton
Publisher: SAGE
ISBN: 9781446283127
Release Date: 2013-06-17
Genre: Social Science

Understanding Social Media provides a critical and timely conceptual toolbox for navigating the evolution and practices of social media. Taking an interdisciplinary and intercultural approach, this book provides a clear and concise explanation of the key concepts but also goes beyond specific brands, sites and practices to show readers how to place social media more critically within the changing media and cultural landscape. As an aid to understanding, key concepts in each chapter are illustrated by case studies to give real-world examples of theory in action. Cutting across the many dimensions of social media, from the political, economic and visual, this book explores the industries, ideologies and cultural practices that are increasingly becoming part of global popular culture.

The Social Organization

Author: Anthony J. Bradley
Publisher: Harvard Business Press
ISBN: 9781422142370
Release Date: 2011-09-27
Genre: Business & Economics

As a leader, it's your job to extract maximum talent, energy, knowledge, and innovation from your customers and employees. But how? In The Social Organization, two of Gartner's lead analysts strongly advocate exploiting social technology. The authors share insights from their study of successes and failures at more than four hundred organizations that have used social technologies to foster—and capitalize on—customers’ and employees’ collective efforts. But the new social technology landscape isn’t about the technology. It’s about building communities, fostering new ways of collaborating, and guiding these efforts to achieve a purpose. To that end, the authors identify the core disciplines managers must master to translate community collaboration into otherwise impossible results: • Vision: defining a compelling vision of progress toward a highly collaborative organization. • Strategy: taking community collaboration from risky and random success to measurable business value. • Purpose: rallying people around a clear purpose, not just providing technology. • Launch: creating a collaborative environment and gaining adoption. • Guide: participating in and influencing communities without stifling collaboration. • Adapt: responding creatively to change in order to better support community collaboration. The Social Organization highlights the benefits and challenges of using social technology to tap the power of people, revealing what managers must do to make collaboration a source of enduring competitive advantage.

Social Media Metrics

Author: Jim Sterne
Publisher: John Wiley & Sons
ISBN: 047062258X
Release Date: 2010-03-18
Genre: Business & Economics

The only guide devoted exclusively to social media metrics Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix. While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine: Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy How to leverage the time and effort you invest in social media How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

Social Marketology Improve Your Social Media Processes and Get Customers to Stay Forever

Author: Ric Dragon
Publisher: McGraw Hill Professional
ISBN: 9780071790505
Release Date: 2012-06-22
Genre: Business & Economics

Manage all your social media marketing efforts with repeatable, improvable processes Winner of a 2013 Small Business Book Award for Social Media “In studying social media we must also embrace social sciences. Sociology, psychology, neuroscience, statistical analysis, ethnography, as well as marketing are at the source of Social Marketology, and Dragon explains how and why it matters to business.” —Brian Solis, author of Then End of Business as Usual “There is no longer any doubt that social media is one of the key digital trends that are reshaping today’s industries, brands, and customer networks. Ric Dragon’s immensely practical guide will help you get the most out of your own social media investment by identifying the processes and best practices that build real and valuable business relationships. Read it, and use it, today!” —David Rogers, bestselling author of The Network is Your Customer “If you think Facebook, Twitter, and the like are simply trends or fads, you’re missing the bigger picture. Consumers are more connected than ever before, and they are highly untethered (thanks to smartphones and tablets). Now that we’re past the whole ‘Do I really need social media for my business?’ Ric is here with Social Marketology, a smart look at how to get social media organized for your business.” —Mitch Joel, President of Twist Image and author, blogger, and podcaster at Six Pixels of Separation About the Book: Covering subjects ranging from the best-tasting breakfast cereal to the latest developments in cancer treatment, personal interactions are occurring with increased frequency on social media. And if you want to connect with customers, you have no choice but to join their conversations. This much has been established by the mountains of social media marketing literature produced in recent years. What has not been established are the best practices for creating the most ideal social media strategy for your particular needs—and that’s where this book comes in. In Social Marketology, cofounder Ric Dragon of the renowned search engine marketing firm DragonSearch, takes social media marketing to the next step—showing how to choose the best tools for your needs and develop a strategy tailored to your goals. Drawing from such process methodologies as LEAN and the Capability Maturity Model, Dragon helps you develop a social media process that is quantifiable, repeatable—and improvable. His process is based on these basic steps: Focus on desirable outcomes: Vision, Goals, Objectives, and Metrics Pinpoint the very smallest segments of your customers Determine the communities to which these microsegments belong Identify the influencers of those communities Create an action plan for your project Measure and constantly improve your efforts The beauty of Dragon’s method is its core flexibility. New social media platforms are guaranteed to pop up in the near future. Any strategy based on the methods in this book can be adapted to take full advantage of them. The age of blind trial and error for social media marketers is over. Social Marketology provides the means to implement an effective campaign that is testable, controllable, and fully integrated within broader campaigns and goals.

Social Business By Design

Author: Dion Hinchcliffe
Publisher: John Wiley & Sons
ISBN: 9781118273210
Release Date: 2012-05-01
Genre: Business & Economics

"How to rethink modern organizations for the social media eraSocial Business by Design begins by exploring how the social, cultural, and technological trends provoked by the social media explosion are transforming the business environment. From this big picture view, the book then steps down to closely analyze the various tools of social media strategy: social media marketing, social product development, crowdsourcing, social customer research management, and more. The author then shows how to choose and implement a social business strategy and reveals the exact playbook to maximize its impact. These strategies are grounded in real-world examples from high-profile organizations such as Accenture, Best Buy, DIA, GEICO, ING, LG, Missile Defense Agency, Gucci, World Bank, and IBM.Social Business by Design draws on the rich unique set of assets of the Dachis Group. With a leading consulting business for numerous senior executive clients in Fortune 500 and Global 2000 companies, Dachis uses its "front row" seat in the industry to complete research work with large enterprises in their industry-leading Social Business Council. The books combines compelling explanation, hard-hitting research, and strategic recommendation, very much in line with the way Dachis practices"--

Manager s Guide to Social Media

Author: Scott Klososky
Publisher: McGraw Hill Professional
ISBN: 9780071761536
Release Date: 2010-12-24
Genre: Business & Economics

JUMP START PRODUCTIVITY, PROFITABLILITY, AND BUSINESS GROWTH WITH SOCIAL MEDIA! Facebook, Twitter, and YouTube have changed everything. Some managers fear their employees will waste entire days using online social media. Smart managers, though, understand that social media is a powerful tool for engaging customers and growing their business. Manager’s Guide to Social Media is a primer on the biggest thing in business since the Internet itself, helping you successfully implement social media technologies in the workplace. Learn how to: Manage your company’s online reputation Set internal policies on the proper use of social media Build "rivers" of information to outsmart the competition Implement social tools internally to support virtual teams Forecast the next trends in social media Briefcase Books, written specifically for today's busy manager, feature eye-catching icons, checklists, and sidebars to guide managers step-by-step through everyday workplace situations. Look for these innovative design features to help you navigate through each page: Key Terms: Clear definitions of concepts and jargon Smart Managing: Tactics and strategies for managing social media in the workplace Tricks of the Trade: Insider tips for getting the most out of social media Mistake Proofing: Common pitfalls and how to avoid them Caution: Warning signs to keep an eye out for For Example: Stories and insights from the front lines of social media management Tools: Specific procedures, tactics, and hands-on techniques

Digital Marketing Analytics

Author: Chuck Hemann
Publisher: Que Publishing
ISBN: 9780133150926
Release Date: 2013-04-10
Genre: Business & Economics

Distill 100%–Usable Max-Profit Knowledge from Your Digital Data. Do It Now! Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to CRM to social media marketing! • Prioritize—because you can’t measure, listen to, and analyze everything • Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors • Measure real social media ROI: sales, leads, and customer satisfaction • Track the performance of all paid, earned, and owned social media channels • Leverage “listening data” way beyond PR and marketing: for strategic planning, product development, and HR • Start optimizing web and social content in real time • Implement advanced tools, processes, and algorithms for accurately measuring influence • Integrate paid and social data to drive more value from both • Make the most of surveys, focus groups, and offline research synergies • Focus new marketing and social media investments where they’ll deliver the most value Foreword by Scott Monty Global Head of Social Media, Ford Motor Company

Securing the Clicks Network Security in the Age of Social Media

Author: Gary Bahadur
Publisher: McGraw Hill Professional
ISBN: 9780071769068
Release Date: 2011-10-22
Genre: Computers

Defend against corporate espionage launched from social networks Protect your organization from devastating social media attacks with instruction from a team of information security experts. Securing the Clicks: Network Security in the Age of Social Media explains the latest threats along with detailed fixes, best practices, and "from the headlines" case studies. Find out how to analyze risk, implement robust security protocols, and enforce social media usage policies. Regulatory compliance, online reputation management, and incident response are also covered in this comprehensive volume. Assess your global social media presence and identify vulnerabilities Establish solid security policies at every level of your organization Allocate resources for planning, administration, and corrective action Monitor usage by employees, clients, competitors, and the public Block cyberstalking. phishing, malware, and identity theft exploits Guard intellectual property rights, trademarks, copyrights, and logos Preserve your brand image using online reputation management tools Gary Bahadur is the founder and CEO of KRAA Security [www.kraasecurity.com/social-media-security], which protects organizations from threats through a combination of prevention services. He was the cofounder and CIO of Foundstone, Inc. Jason Inasi is CEO and cofounder of The Factory Interactive {www.thefactoryi.com], a digital design and marketing agency, and president of Inasi Group, an international, multidisciplinary, technology advisory firm. Alex de Carvalho is vice president of business development and community at VoxMed, cofounder of The Startup Forum, director of social media at Medimix International, and adjunct professor of social media at the University of Miami.

Social Media Metrics For Dummies

Author: Leslie Poston
Publisher: John Wiley & Sons
ISBN: 9781118236024
Release Date: 2012-05-17
Genre: Business & Economics

Discover how to gauge your online success based on social media metrics With so many social media monitoring and measurement tools available, it can be overwhelming to figure out which tool is right for you when it comes to calculating the success of your social media marketing efforts. This fun and friendly guide helps you determine which tool will serve you best for understanding your online audience. You'll learn to sift through all the information available about social media monitoring and metrics so that you can listen to what is being said about your business, read your analytic dashboard, understand what metrics mean for you, calculate your return on investment (ROI), and apply your findings to future social media marketing campaigns. Helps you wade through the plethora of social media monitoring and metrics to discover what elements are most applicable to your needs Explains the meaning behind the social media metrics tools so that you can understand how to make those results work for you Shares examples of how to calculate both the financial and non-financial return on investment of your social media efforts Includes real-world case studies that demonstrate how small and large businesses are using social media metrics With this helpful book by your side, you will learn how to understand the information you acquire regarding your social media marketing efforts and then put that information to work for your business.

How to Measure Social Media

Author: Nichole Kelly
Publisher: Que Publishing
ISBN: 9780133099829
Release Date: 2012-10-10
Genre: Business & Economics

Your 100% Actionable, Proven Framework for Delivering Rock-Solid Social Media Business Metrics—Painlessly Think social marketing is worth it? Prove it. If your boss hasn’t demanded that yet, he will. Then what? Hand him some jive about “return on conversation”? Think that’ll fly? You’ll be gone so fast you won’t know what hit you. You know damn well what your boss cares about: Sales Volume. Costs. Revenue. This book will help you measure all that: credibly, accurately, and in drill-down detail. Bet you can’t wait to see his face when you walk in with metrics that stand up to his most brutal questions. We’re not just talking about getting “buy-in” or begging for your proverbial “seat at the table.” We are talking about numbers that make careers. This book will prove your indispensability to even the most clueless executive in your company. Here’s the best part: It’s not hard. You won’t need to become a math nerd. The tools are cheap (or free), and you’re probably sitting on most of the data. This book will give you everything else, including simple step-by-step techniques for creating measurable strategies and getting the data to prove they deliver. You’ll also get super helpful hands-on exercise worksheets where you can jot down your answers and notes. Nichole Kelly has been refining this stuff for 14 years. She’s helped hundreds of marketers prove their value to bosses and boardrooms. Now it’s your turn. If you’re a marketer or agency pro, this is a game you have to play. Win it. Reliable answers to questions like: How much revenue did our activities on social media platforms generate this month? Are social media prospects more likely to convert to customers? Which status update delivered the highest conversion rate? How long do we retain new social media customers? Do they spend more or less than customers from other channels? Do they make repeat purchases more often than other customers? And much more…

Tactical Transparency

Author: Shel Holtz
Publisher: John Wiley & Sons
ISBN: 0470460199
Release Date: 2008-11-17
Genre: Business & Economics

While exposing the risks inherent in maintaining a nontransparent relationship with customers, Tactical Transparency provides a methodology that will help your organization create its unique plan to bring greater authenticity to your company and your brands. Drawn largely from interviews with leaders in companies that have achieved measurable success in this arena, authors Shel Holtz and John C. Havens provide step-by-step details on how executives and professional communicators can create a transparency strategy that will keep their organization competitive in the twenty-first century. The authors show how organizations can evaluate their readiness for transparency, what they need to do to get ready, and how to effectively communicate their transparency strategy to their customers and employees. They also identify aspects of blog/new media "netiquette" an important but often misunderstood part of engaging in transparency. Your purchase of Tactical Transparency Includes a One Year Subscription to Fast Company ($10 value). View the refund/promotion details here.