How to Make Money with Social Media

Jamie Turner is the Chief Content Officer at the 60 Second Marketer, the online magazine for BKV Digital and Direct Response. He is a leading authority on branding, marketing strategy and social media and has helped companies like AT&T, CNN, Motorola, Cartoon Network and The Coca-Cola Company grow their sales and revenue with outside-the-box marketing techniques. He has been profiled in the world’s best-selling marketing textbook and consults with well-known brands around the globe. He is a regular guest on TV and radio on the subject of marketing and social media and is an in-demand keynote speaker for global corporations, events and trade shows.   Reshma Shah is an Assistant Professor in the area of Marketing at Goizueta Business School of Emory University. She is also a founder and Partner at Inflexion Point Marketing Group. Dr. Shah’s marketing insights and strategies have helped companies like Ciba Vision, GE, IBM, Turner, The Coca-Cola Company, and UPS among many others improve their marketing ROI. Dr. Shah’s articles have appeared in several academic journals in the areas of marketing alliances and brand extensions.  Dr. Shah is also the recipient of the Distinguished Educator Award at Emory University.  

Acknowledgments  xiii

About the Authors  xv

Introduction  2

PART I The Social Media Landscape  7

Chapter 1 What Social Media Isn’t  8

Chapter 2 The Evolution of Marketing  18

Chapter 3 How to Think About Social Media  30

Chapter 4 The Language of Social Media  42

PART II How to Set Yourself Up for Social Media Success  53

Chapter 5 Laying the Groundwork for Success  54

Chapter 6 Why Your First Social Media Campaign Didn’t Work  64

Chapter 7 Managing the Conversation  72

Chapter 8 Creating Circular Momentum  82

PART III Social Media Platforms  93

Chapter 9 Social Media Is More Than Just YouTube, LinkedIn, Facebook, and Twitter  94

Chapter 10 How to Use Networking Platforms to Help You Grow Your Sales and Revenue  104

Chapter 11 How to Use Promoting Platforms to Help You Grow Your Sales and Revenue  114

Chapter 12 How to Use Sharing Platforms to Help You Grow Your Sales and Revenue  124

Chapter 13 Mobile Media, Augmented Reality, and Widgets, Oh My!  134

PART IV Social Media Integration  145

Chapter 14 How to Integrate Social Media into Your Marketing Plan  146

Chapter 15 How to Conduct a Competitive Assessment  156

Chapter 16 Conducting an Internal Situation Analysis  164

Chapter 17 Understanding the Customer Thought Processes  174

Chapter 18 Establishing Your Major Objectives and Key Strategies  186

Chapter 19 Aligning your Social Media Strategy with Your Brand Essence  198

PART V How to Measure Social Media  207

Chapter 20 How to Measure a Social Media Campaign  208

Chapter 21 Step 1: Measuring the Quantitative Data  218

Chapter 22 Step 2: Measuring the Qualitative Data  230

Chapter 23 Step 3: Measuring the Only Really Important Thing–Your Return on Investment  242

PART VI Conclusion  255

Chapter 24 Social Media Guidelines for Corporations  256

Chapter 25 59 Things You Need to Do on Your Way to a Successful Social Media Campaign  266

Index  276