Understanding social media : how to create a plan for your business that works /

This is a companion title to "Understanding Digital Marketing". It draws on experience, advice and tips from dozens of digital marketers and social media experts to create a comprehensive guide to current practice including: creating a social media program; understanding stakeholders such...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Ryan, Damian (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London : KoganPage, 2015.
Temas:
Social media > Economic aspects.
Internet marketing.
Médias sociaux > Aspect économique.
Marketing sur Internet.
Sales & marketing.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Internet marketing
Social media > Economic aspects
Sales and marketing.
Business and Management.
Acceso en línea:Texto completo

MARC

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245 1 0 |a Understanding social media :  |b how to create a plan for your business that works /  |c Damian Ryan. 
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504 |a Includes bibliographical references and index. 
520 |a This is a companion title to "Understanding Digital Marketing". It draws on experience, advice and tips from dozens of digital marketers and social media experts to create a comprehensive guide to current practice including: creating a social media program; understanding stakeholders such as blogs, networks and Web 2.0; rules governing the relationship between search and social; case studies from successful and failed campaigns; budgeting for social media activities; how to set key performance indicators (KPIs); understanding social media ROI; customer experience; building a social media team; analytics and creating a social media dashboard; risk assessment and risk management in social media. --  |c Edited summary from book 
505 0 |a 60 Heads are Better Than One!; About Damian Ryan; Acknowledgements; 01 Getting started -- how to create a compelling social media programme; Welcome to the digital crossroads!; Danielle Ryan, digital channel and conversion manager, Ryanair; Defining your target market; Defining your objectives; Richard Costa-D'sa, managing director and partner, Jam; Placing your social programme within the broader business context; Auditing (what's our social impact to date?); Creating a plan (understanding your social levers); Ownership (who gets the reins?); Buy-in (who is going to support you?) 
505 8 |a Jemima Gibbons, social media strategist, writer and bloggerYour listening post; Working the data; Patience is a virtue; Setting your goals; The strategic game plan; Chapter conclusions; Case study: Topman/Google; 02 Rules governing the relationship between search and social; The new world of the three S's; Joseph Morgan, director of strategy, Matter Of Form, The Brand Interactions AgencyTM; Elaine Lindsay, international speaker and media consultant; Chapter conclusions; Case study: Young and Well Co-operative Research Centre/Zuni; Case study: Crabtree & Evelyn/Über. 
505 8 |a Case study: James McCabe/Hit Social03 How to budget for social media activities; So where is the spend really going to get us?; Laurent François, executive creative strategist and co-founder, Re-Up; Splitting the different lines of tasks; Team; Advertising; Splitting the different lines of activities; Trina Albus, president, Magenta; Building a strong team; Choosing the right tools; How much should I spend on tools?; Creating a clear paid strategy; Ema Linaker, head of Social Centre of Excellence (MENA), Leo Burnett/Holler; Have purpose; Be human; Pass the 'why care, why share?' test. 
505 8 |a Make the experience socialIntegration; Pay attention; Chapter conclusions; Case study: Expedia/[amobee]; Case study: HomeServe/Reevoo; 04 Setting KPIs and measuring success; Making it all count!; Magnus Jern, Golden Gekko; Setting KPIs; Tools to measure success; Using analytics data to further improve the service and ROI; Adolfo Aladro García, chief operating officer, ADTZ, Madrid; Applause and engagement; Social metrics; Conor Lynch and Ivan Adriel, Connector; Listen carefully: your consumers are talking about you online; 10 benefits of social media monitoring. 
505 8 |a Social media monitoring processThe metrics for monitoring social networks; Choosing digital listening tools; Conclusion; Alpesh Doshi, CEO, Fintricity; Digital marketing; Data, central to the new marketing model; Leaders in using data; Chapter conclusions; Case study: Goody Good Stuff/Shoutlet; Case study: Facebook Audience Insights for MENA/Red Blue Blur Ideas; Case study: Positive Power Sp. z o.o./MusclePro; 05 Understanding social media ROI -- what matters and what doesn't; Please give me clarity!; Ana Jesus, EMEA marketing manager, Shoutlet; What matters; What does not matter. 
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