Professional Documents
Culture Documents
“Whoever says you can’t make money with social media clearly has not
read this book. Not only is social media marketing profitable, it is the great
equalizer, allowing small businesses to compete against giants. Read this book
and start taking your business to the next level.”
—Michael Stelzner, Author, Launch, and Founder, SocialMediaExaminer.com
“Believe it or not, there are many ways to make money, both directly and
indirectly, through social media. The problem is that most people are doing it
[social media] wrong. This book shows you the right way to go to market with
a social media strategy.”
—Joe Pulizzi, Author, Epic Content Marketing, and Founder, Content
Marketing Institute
“Many doubt the ROI of Social Media. Turner and Shah silence this doubt
with cold hard facts.”
—Erik Qualman, Author, What Happens in Vegas Stays on YouTube
“If you’re not making money through social media you are missing a golden
opportunity, and this book unlocks that opportunity.”
—Ian Cleary, Founder, Razor Social
“I’m often asked by people if they could only buy one social media book
which one should it be—and my answer is always How to Make Money with
Social Media. Even now this is the most dog-eared, bookmarked, and sticky-
noted social media book on my shelf!”
—Viveka von Rosen, Founder, LinkedIn into Business, and Author,
LinkedIn Marketing: An Hour a Day
“Where’s the ROI in social media? It’s in Turner and Shah’s book How to Make
Money with Social Media!”
—Lon Safko, Author, The Social Media Bible and The Fusion Marketing Bible
“Do you want to finally learn how to make money with social media? Jamie
Turner and Reshma Shah invite you to reframe your thinking about how
social media can really work for your business. With concrete examples on
how big businesses have set up their campaigns and step-by-step processes
you can easily implement, you are guaranteed to take away some money-
making ideas from this book. Fantastic!”
—Andrea Vahl, Co-Author of Facebook Marketing All-in-One for Dummies
“I’ve met an awful lot of social media experts in my career, and very few of
them had the expertise and experience necessary to help people generate a
positive ROI with their social media marketing efforts. If you’re looking for a
book that talks about real results, real case studies, and real techniques, read
this book by Jamie Turner and Reshma Shah.”
—Emeric Ernoult, CEO, AgoraPulse
“The next evolution in social media marketing is closing the loop by tracking
and adjusting your efforts so your business can make a difference in the
world. Read this book. It will point you in the right direction and teach you
how to make money using today’s marketing structures.”
—Phyllis Khare, Co-Founder, Social Media Manager School,
and creator of TimeBliss.ME
“Turner and Shah have once again perfectly captured the whats, wheres, and
whys of social media. In this highly readable book, they cut right to what
matters most and deliver a powerful case for real-world, pragmatic social
media interaction.”
—Tad DeWree, Principal, Essential Branding, and Author,
50 Essential Rules of Great Branding
“If you’re ready to take your social media campaigns to the next level, read
this book. It provides a step-by-step plan on how to generate real results and a
positive ROI.”
—Ahmed Sabry, CEO, Digital Marketing Arts
Praise for the Previous Edition of
How to Make Money with Social Media
“Social media isn’t a fad. It’s not going away. This book adds tools to your
thinking on the matter.”
—Chris Brogan, New York Times bestselling Co-Author, Trust Agents, and
Publisher, chrisbrogan.com
“There are a lot of reasons I like this book, but I’ll give you just two now: First,
I like its no-nonsense approach to connect social media and your business
goals. And second, it doesn’t toss around too many ridiculous acronyms,
jargon, or business-speak (which is a pet peeve of mine). Instead, it’s written
in an accessible voice and engaging style.”
—Ann Handley, Chief Content Officer, MarketingProfs, and Co-Author,
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars
(and More) That Engage Customers and Ignite Your Business
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How to Make
Money with
Social Media
This page intentionally left blank
How to Make
Money with Social
Media
An Insider’s Guide to Using
New and Emerging Media to
Grow Your Business
Second Edition
Jamie Turner
Reshma Shah
Associate Publisher: Amy Neidlinger
Operations Specialist: Jodi Kemper
Cover Designer: Chuti Prasertsith
Managing Editor: Kristy Hart
Project Editor: Elaine Wiley
Copy Editor: Bart Reed
Proofreader: Sarah Kearns
Indexer: Tim Wright
Compositor: Nonie Ratcliff
Manufacturing Buyer: Dan Uhrig
© 2015 by Jamie Turner and Reshma Shah
Upper Saddle River, New Jersey 07458
For information about buying this title in bulk quantities, or for special sales opportunities
(which may include electronic versions; custom cover designs; and content particular to your
business, training goals, marketing focus, or branding interests), please contact our corporate
sales department at corpsales@pearsoned.com or (800)382-3419.
For government sales inquiries, please contact governmentsales@pearsoned.com.
For questions about sales outside the U.S., please contact international@pearsoned.com.
Company and product names mentioned herein are the trademarks or registered trademarks of
their respective owners.
All rights reserved. No part of this book may be reproduced, in any form or by any means, with-
out permission in writing from the publisher.
Printed in the United States of America
First Printing August 2014
ISBN-10: 0-13-388833-9
ISBN-13: 978-0-13-388833-1
Pearson Education LTD.
Pearson Education Australia PTY, Limited.
Pearson Education Singapore, Pte. Ltd.
Pearson Education Asia, Ltd.
Pearson Education Canada, Ltd.
Pearson Educación de Mexico, S.A. de C.V.
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Library of Congress Control Number: 2014940712
To my wife, Dayna, who means the world to me. And to my children,
McKensie, Grace, and Lily, who, for years, have put up
with all my “wise” sayings.
—Jamie Turner
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .xix
Contents xi
Chapter 7 Managing the Conversation . . . . . . . . . . . . . . . . . . 53
Participating in the Conversation . . . . . . . . . . . . . . . . . . . . . . . . . .55
Using the i-Cubed System to Manage the Online
Conversation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57
Endnote . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .60
xii Contents
Chapter 14 How to Integrate Social Media into Your
Marketing Plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
The Advent of Integrated Marketing Communications . . . . . 117
The New World of Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Integrating Your Social Media Campaign . . . . . . . . . . . . . . . . . 120
Contents xiii
Chapter 20 How to Measure the Impact of Your
Social Media Campaign. . . . . . . . . . . . . . . . . . . . . 159
Setting Objectives for Your Campaign . . . . . . . . . . . . . . . . . . . . 160
The Seven Deadly Sins of Social Media Measurement. . . . . . . 161
Segmenting Social Media Measurement into Categories . . . . 163
xiv Contents
Chapter 25 A Step-by-Step Action Plan for Social
Media Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 197
How to Make Money with Social Media . . . . . . . . . . . . . . . . . . 202
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205
Contents xv
Acknowledgments
Okay, this is strange. Here you are, holding this book in your hands,
and you’ve decided to read the Acknowledgments section instead of
reading the scintillating content in each and every page of this amazing
masterpiece.
That means you’re either standing in a bookstore waiting for a friend,
or you’re hoping we remembered to include your name somewhere in
the upcoming paragraphs.
Well, this may come as a surprise to you, but what you’re reading is
actually the most important section of the book. We’re not kidding.
After all, writing a book is an amazingly collaborative process. Even
though we’re the ones who get our names on the cover, this book was
written, rewritten, rewritten (again!), and then rewritten one more time,
all with the help of a wide variety of people. And that was before it even
got to the editors, which either means we’re terrible writers (entirely
possible, by the way) or that we had amazing amounts of great advice
and help from our friends, family, and business associates.
With that in mind, we’d like to honor all those who were responsible for
this book. Each and every one of you has helped in ways we can never
repay. (And, oh, by the way, we’re serious when we say we can never
repay you. You aren’t getting a dime. And, Mom, that includes you.)
We’d like to thank the following people: Amy Neidlinger, Tad DeWree
with Mind4Marketing, Samantha Gale, Devna Thapliyal, Silvia Driver,
Jennifer Simon, Brent Kuhn, Maribett Varner, Virginia Doty, Mike
Turner, Jr., Nanci Steveson, JoAnn Sciarrino-Goggel, Rupal Mam-
tani, Guy Powell, Karri Hobson-Pape, the volunteers at ASchoolBell
Rings.org and Kids4Kids360.org, GMSC students, and the Beatles (for
singing primarily about love and peace).
We’d also like to thank our parents, Dr. Jagdish and Madhu Sheth, as
well as Mike and Liz Turner.
xvi Acknowledgments
Finally, we’d like to thank our friends at Pearson who have been inspira-
tional throughout. They include Amy Neidlinger (again), Elaine Wiley,
Chuti Prasertsith, Kristy Hart, Nonie Ratcliff, Dan Uhrig, and last but
not least, Bart Reed.
Thank you all so much. Seriously, this wouldn’t have happened without
you.
Acknowledgments xvii
About the Authors
But the important questions is, “Can I make money with social media?”
After all, what’s the point of setting up, launching, and running a social
media campaign if it’s not going to make money?
Well, we’ve got some good news. You can make money with social
media—if you follow the right plan. The problem is that many people
think that simply updating a Facebook page or uploading a YouTube
video is a social media campaign.
It’s not.
A well-run social media campaign is a program that’s well thought out,
well executed, and well managed. It’s set up with a clear set of objectives,
strategies, and tactics. Most importantly, it’s designed to ultimately
accomplish one thing: to generate revenue. Everything else is just a stop
along the way.
Maybe you’re thinking, “I’m just a small business owner, and all of my
time goes into running my business. How can I possibly make the time
to learn and use social media?” We can tell you from our own experi-
ence that social media doesn’t have to be time consuming, especially if
you set it up properly from the start.
xix
Or you might be thinking, “I run a huge division of a large global orga-
nization. I just need to hire the right people to do my social media.” But
you can’t delegate social media until you understand social media. And
we’re here to help you do exactly that.
You might even be thinking, “I work in a business-to-business com-
pany where it’s all about requests for proposals (RFPs) and low price.
Social media doesn’t have a place in our company.” We’re here to tell
you that social media isn’t just for business-to-consumer companies. In
fact, social media can be an extremely effective sales tool for business-
to-business companies, too.
If you picked up this book looking for an encyclopedia of marketing
theory, this might not be the book for you. If you picked it up looking
for a simple introduction to the basics of social media, it might not be
the book for you, either. But if you’re looking for a book that will give
you a practical roadmap designed to help you set up, launch, and run
a money-making social media campaign, this could be just what you’re
looking for.
Introduction xxi
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1
In the Beginning
T
he date was Sunday, April 22, 2007 and Guerrero was relaxing
with the latest edition of The New York Times. He was reading
an article about Jack Dorsey and Biz Stone, the two inventors
of a new social media platform called Twitter.
Guerrero had first learned about Twitter the previous month at South
by Southwest, where it won the “Best of the Web” award. At the time,
Twitter only had 100,000 users, and the future of the platform was still
very much in doubt, so Guerrero was viewing it as a possible fad. But
there was something about the platform that intrigued him, which is
why he began trying to wrap his mind around a business application
for it.
A lot has changed since that day in April 2007—the most important
thing being that people have grown much more comfortable using tools
such as Twitter, Pinterest, Facebook, Instagram, Google+, LinkedIn,
and others as a way to connect with friends, business associates, and the
brands they love.
But one fact hasn’t changed: Businesses are still trying to figure out how
best to use social media to generate revenue. Even though 77 percent
of the Fortune 500 use social media for business,1 only 12 percent of all
businesses in the U.S. can tie their social media campaigns to revenue.2
That’s exactly the challenge Ricardo Guerrero was facing when he was
reading the article in The New York Times. Ricardo was a Web Strategist
1
for Dell Computers in Austin, Texas, and was trying to figure out ways
to turn followers into dollars. At the time, nobody really knew how to
do it. In fact, social media was so new that one well-respected expert
said calculating the ROI of a social media campaign was like trying to
calculate the ROI of the office landscaping—no matter how hard you
try, it can’t accurately be done.3
But that answer didn’t sit well with Ricardo. After all, if a company
invests in a new technology, it should expect a return on its investment;
otherwise, there’s no reason to spend the money in the first place. It
doesn’t matter if you’re a business owner, a marketing director, or a
chief financial officer—if you spend money on any technology or piece
of equipment, the reason you invest is because it will a) increase rev-
enues, b) reduce costs, or c) improve efficiencies. If it can’t do one of
those three things, why invest in it at all?
So Ricardo was trying to figure out a way to use this new tool to help
Dell increase revenues. Most people understood that Twitter and other
tools like it could be used to grow brand awareness, but nobody had
really figured out how to use social media to specifically grow revenues.
But then, not long after reading the article, the light bulb went off.
Why not build a massive Twitter following for Dell Outlet and drive
leads to their e-commerce pages via Twitter? If you could build a big
audience, then you could alert the followers to special discounts avail-
able only on the Dell Outlet web page. When the followers saw the tweets
with the special discounts, a certain percentage would click through to
learn more about the offer. A certain percentage of those who clicked
from the tweet to the e-commerce page would become customers.
It seemed logical enough. After all, the direct marketing industry had
been using similar methodologies for over 50 years. Their approach was
to send a direct mail letter to, say, 100,000 people. Of the 100,000 people
who received the direct mail letter, about 0.5 percent would order the
product and become customers. If the revenue generated from those
500 new customers covered the cost of the marketing campaign plus the
cost of other items (materials, overhead, labor, and so on), then you’d
have a winning campaign. Ideally, there was a profit margin built into
the calculation. If your campaign paid for all your costs and generated a
Another issue facing many people in charge of their social media cam-
paigns is that some social media campaigns aren’t actually designed to
generate revenue.
Yes, you read that right. This is a book titled How to Make Money with
Social Media, and we just said that not every campaign is supposed to
generate revenue.
What do we mean by that?
Some very successful social media campaigns aren’t designed to gener-
ate sales as much as they’re designed to generate satisfied customers.
Dan Gingiss, the Director of Digital Customer Experience and Social
Before we move on to the next chapter, let’s take a look at the key con-
cepts and action steps we’ve covered in this chapter:
■ Key concept—Dell was one of the first companies to figure out
how to use a social media platform to drive incremental revenue
to their business.
■ Action step—Explore ways that you can use the Dell Outlet
model for your business. That may require an e-commerce land-
ing page, which many businesses don’t have. Even so, become
familiar with their model because it’s the foundation for much of
what we’ll be discussing in upcoming chapters.
Endnotes
1. http://marketingland.com/fortune-500-companys-social-media-
use-on-the-rise-52726
2. http://www.emarketer.com/Article/Marketers-Still-Cant-Tie-
Social-Bottom-Line/1009340
3. http://www.webinknow.com/2010/01/roi-rant.html
4. http://mashable.com/2009/06/11/delloutlet-two-million/
5. http://mashable.com/2009/12/08/dell-twitter-sales/
205
Belch, George, 120
Belch, Michael, 120
C
Ben & Jerry’s Foundation, 134 calculating CLV, 183-184
Big Data, 37 Calvin Klein, 132
Bing, 88 campaigns
BKV Digital and Direct Response, action plan checklist, 197-201
57, 186 breadth of, 62
blogs, 27, 32-33, 88 competitive analysis, 123
corporate blogs, updating, 66 components of, 62
effective headlines, 73 core values of social media
ranking, 66 behavior, 192
bookmarks, 27 costs associated with, 44
Books-a-Million, 124 Dell Outlet, 6
bounce rate, 168 depth of, 62
brand essence, 154-155 Discover Card, 6
communicating through social identifying goals for, 7, 14
media, 155-156 measuring, 188-189
effect of negative feedback on, metrics, formalizing, 8
156-158 mobile campaigns, 103-112
branding, 29 banner ads, 109
aligning social media strategy behavioral targeting, 107
with brand essence, 153-154 cross-screen TV viewing, 107
brand essence, 154-155 demographics, defining, 106
Communications Effect Pyramid, leveraging social media
149-150 platforms, 110-111
consumers ownership of, 18 metrics, 108-109
i-Cubed system, 57 operating systems (mobile
mentions, monitoring, 42 devices), 106
negative online conversations paid search, 109
handling, 53-55 promoted post campaigns,
participating in, 55-57 109-110
BrandsEye, 171 redemption rate for mobile
breadth of social media coupons, 108
campaigns, 62 tools, 105
Buffer, 97 MyStarbucksIdea.com, 48
building relationships, 79-80 objectives, setting, 160-161
bulletin board analogy of platforms, minimizing, 8
Pinterest, 26 Quick Start Guide, 82-84
206 Index
reasons for failure, 47-52 complaints, handling with 800
Red’s Porch, 11-12 numbers, 5
risks associated with, 42-44 components of social media
ROI, measuring, 40-42, 159-160 campaigns, 62
running in reverse order, 21 conducting
Caribou Coffee, 126 competitive assessments
carriers, 106 reverse positioning, 127-128
Carroll, Dave, 17 two-dimensional mapping
categories scheme, creating, 125-127
of social media measurement, internal situation analyses,
163-164 131-133
of social media platforms, 27-28 SWOT analyses, 133-134
channels, 32 conducting competitive
circular momentum, 61 assessments, 123-125
driving customers to, 34 Constant Contact, 75
traffic, measuring, 170-171 consumers
checklist for social media success, as advertising agency, 16
197-201 AIDA model, 36-37
circular momentum, 61 ownership of branding, 18
Classmates, 63 content aggregation sites, 28
Cleary, Ian, 48 content marketing, 72-73
CLV (customer lifetime cycle) contextual ads, 34
calculating, 183-184 conversion rates, 70-71
customer retention, 184-185 converting
cocktail party analogy of leads into customers, 187-188
Twitter, 26 prospects to customers, 33-34
Colgate-Palmolive, 148 visitors to customers, 48
Comcast, 184-185 Corcoran, Sean, 119
communications, conducting core values of social media
internal situation analyses, behavior, 192
131-133 corporate blogs, updating, 66
Communications Effect Pyramid, corporate social media
149-150 guidelines, 43
Compete.com, 169 add value, 194
competitive analysis, 56, 123 be ethical, 194
conducting, 123-125 demonstrate responsibility, 193
reverse positioning, 127-128 implementing, 195-196
traffic on competitors’ websites, show respect, 192-193
measuring, 169-170 show responsibility, 193
two-dimensional mapping costs of social media campaigns, 44
scheme, creating, 125-127
Index 207
country club analogy of
Google+, 26
D
CPA (cost per acquisition), 183 data analytics, 23
CPS (cost per sale), 183 i-Cubed system, 57
creating surveys, 177-178 Marketing Grader tool, 48
CRM (customer relationship raw data, measuring, 56
management), 6 decision-making process,
customer retention, 29, 36-38 understanding
cross-screen TV viewing, 107 high-involvement decisions,
CrowdBooster, 179 139-141
crowdsourcing, 28 role of social media in
CTR (click-through rate), 70 influencing decisions, 142-144
customer service, 800 numbers, 5 stages of customer decision
customers making, 138-139
behavioral targeting, 35 Delicious, 97
channels, 32 Dell Outlet, 2
CLV, 183-184 demographics, 56
creating from leads, 187-188 of mobile users, 106
decision-making process, depth of social media
understanding, 137 campaigns, 62
high-involvement decisions, Detroit Zoo marketing
139-141 campaign, 145
role of social media in advertising, 146
influencing decisions, developing a social media strategy,
142-144 150-151
stages of decision making, Digg, 97
138-139 digital magazines, 27
driving to landing page, 36 Discover Card, 5
driving to social media discussion boards, 28, 88
channels, 34 Domino’s, 22
motivations for buying your Dorsey, Jack, 1
products, 22-24 Drupal, 88
emotional motivations, 24
relationships, 36-37
building, 79-80 E
retaining for life, 36-38
e-commerce, 29
effective blog headlines, 73
Eliason, Frank, 185
208 Index
Eloqua, 76
e-mail, 69-70
G
closing the loop with, 74-78 generating leads with social media,
marketing platforms, 89 186-187
newsletters, 27, 73 geo-profiling, 56
service providers, 74-76 Get Satisfaction, 176
Emma, 75 GetResponse, 75
emotional motivations of Gingiss, Dan, 5
customers, 24 Global Living, 41
Epicurious.com, 17 goals for campaigns, identifying,
EveryoneSocial, 62 7, 14
ExactTarget, 76 Google, 89
exit rate, 168 quality score, 109
Google Alerts, 42, 172
Google Analytics, 168
F alternatives to, 23
Facebook, 81 Google+ , 81
promotions, 33 country club analogy, 26
pub analogy, 26 Guerrero, Ricardo, 1
final mile of marketing, 70-73 guidelines for corporate social
A/B split tests, 70-71 media, 43
inbound marketing, 72-73
Flickr, 89
formalizing metrics, 8
H
formulas, measuring success of Hallmark, brand essence, 154
marketing campaigns, 39-40 handling
Fortune 500, social media models customer complaints, 800
used by, 29-30 numbers, 5
forums, 28, 88 negative online conversations,
comment metrics, 56 53-55
FoxMetrics, 23 Harley-Davidson, brand
friction, 72 essence, 154
Friendster, 81 hi5, 81
Frito-Lay, 132 hidden value of products, 24
“The Future of Agency Honda, 156-157
Relationships,” 119 HootSuite, 6, 97
Howcast, 89
HubSpot, 76
Marketing Grader tool, 48
Index 209
I J-K
iContact, 75 JavaBB, 88
i-Cubed system, 57
managing online conversations, Kampyle, 176
57-59 KISSmetrics, 23, 168
identifying
brand essence of your company,
154-155 L
competitors, 123-125
landing pages, 50
goals for campaigns, 7, 14
driving customers to, 36
IKEA, 127-128
language of social media, 31
IMC (integrated marketing
lead generation, 30
communications), 117-118
LeadLife, 77
impact (i-Cubed system), 57
leads
implementing principles for
converting into customers,
corporate social media, 195-196
187-188
inbound marketing, 72-73
generating with social media,
inbound surveys, 176-177
186-187
creating, 177-178
Lefora, 88
increasing revenue
leveraging social media platforms
with promoting platforms, 87-93
for mobile campaigns, 110-111
with sharing platforms, 95-100
life cycle of social media, 32-33
information (i-Cubed system), 57
Likealyzer, 33
InfusionSoft, 77
LinkedIn, 81
insight (i-Cubed system), 57
trade show analogy, 26
Insightly, 6
Instagram, 63, 97
integrating social media with M
marketing plans, 115-116,
120-121 Macy’s, 132
IMC, 117-118 Madison Avenue advertising
responsibility for, 119-120 agencies, 15
internal situation analysis, magnetism, 12-14, 47-48
conducting, 131-134 Maid Brigade, 22
iTunes, 90 MailChimp, 75
Mamtani, Rupal, 41
management tools, 8
210 Index
managing online conversations, quantitative data, 167
56-57 mentions, 171-172
i-Cubed system, 57-59 traffic on competitors’ websites,
manufacturers of smartphones, 106 169-170
Marin Software, 108 traffic on social media
marketing campaigns channels, 170-171
automation tools, 69-70 traffic on your website,
closing the loop with, 76-77 167-169
providers, 75-76 raw data, 56
Detroit Zoo, 145 ROI of social media campaigns,
advertising, 146 40-42, 159-160, 165
developing a social media social media, 188-189
strategy, 150-151 categories of measurement,
final mile, 70-73 163-164
A/B split tests, 70-71 Quick Start Guide, 164-165
inbound marketing, 72-73 seven deadly sins, 161-163
friction, 72 volume, 56
IMC, 117-118 Mention.com, 42
internal situation analysis, mentions
conducting, 131-133 measuring, 171-172
measuring, 39-40 monitoring, 42
popularity versus success, 115 metrics
promotions, 11 formalizing, 8
“pull” marketing, 118 forum comment metrics, 56
“push” marketing, 118 for mobile campaigns, 108-109
sales-oriented objectives, 147-148 qualitative metrics, 164, 175-177,
setting objectives, 146-147 180-181
social media, integrating, 115-116 quantitative metrics, 164,
Marketing Grader tool, 48 172-173
MarketMeSuite, 98 minimizing platforms, 8
Marketo, 77 MMS (Multimedia Message
maximizing social media Service), 105
platforms, 64-65 mobile banner ads, 105
measuring mobile campaigns, 103-112
marketing campaign success, banner ads, 109
39-40 behavioral targeting, 107
qualitative data, 175-177 cross-screen TV viewing, 107
mistakes to avoid, 180-181 demographics, defining, 106
Index 211
leveraging social media
platforms, 110-111
O
metrics, 108-109 objectives
operating systems (mobile for campaigns
devices), 106 identifying, 7, 14
paid search, 109 setting, 146-147, 160-161
promoted post campaigns, moving people, 149-150
109-110 sales-oriented, 147-148
redemption rate for mobile Oktopost, 6
coupons, 108 online conversations
tools, 105 managing with i-Cubed system,
monitoring 57-59
branding mentions, 42 qualitative data, measuring,
online conversations, 56 178-180
qualitative data, 178-180 operating systems (mobile
monthly viewership of devices), 106
YouTube, 27 optimization (social media), 116
Motrin, 54 OptinMonster, 48
MyLife, 63, 81 Oracle Social, 6, 171, 180
MySpace, 90 outbound surveys, 177
MyStarbucksIdea.com, 48 creating, 177-178
Mzinga, 40
P
N
paid search, mobile paid
negative online conversations search, 105
effect on brand essence, 156-158 participating in negative online
handling, 53-55 conversations, 55-57
monitoring, 56 Path, 98
participating in, 55-57 Pepsi, 17
networking category of social photo-sharing sites, 28
media platforms, 63 PhpBB, 88
Newsle, 125 Picasa, 64, 90
newsletters, 27, 73 Pinterest, 98
Nimble, 6 bulletin board analogy, 26
Ning, 63, 82 platforms (social media), 32
analogies, 26-27
categories of, 27-28
212 Index
EveryoneSocial, 62 relationships, 36-37
maximizing, 64-65 building, 79-80
minimizing, 8 remarketing to, 50
networking category, 63 pub analogy of Facebook, 26
promotion category, 63-64, 87-91 “pull” marketing, 118
increasing sales with, 87-93 “Pulse,” 82
Quick Start Guide, 91-92 “push” marketing, 118
sharing category, 64
increasing sales with, 95-100
Quick Start Guide, 100-101 Q
social platform analytics, 56
QR codes, 105
updating, 65
qualitative metrics, 164, 175-177,
Plaxo, 82
180-181
podcasting, 28
quality score, 109
popularity versus success, 115
Qualman, Erik, 72
presentation-sharing sites, 28
quantitative metrics, 164, 172-173
principles for corporate social
mentions, measuring, 171-172
media
traffic
add value, 194
on competitors’ websites,
be ethical, 194
measuring, 169-170
demonstrate responsibility, 193
on your own website,
implementing, 195-196
measuring, 167-169
show respect, 192-193
Quick Start Guide, 82-84
show responsibility, 193
for measuring social media,
privacy, behavioral targeting
164-165
issues, 35
for promotion category of social
Proctor & Gamble, 148
media, 91-92
promoted post campaigns, 109-110
for sharing category of social
promotion category of social media
media, 100-101
platforms, 63-64, 87-91
Quora, 98
increasing sales with, 87-93
Quick Start Guide, 91-92
promotions, 11 R
Facebook promotions, 33
reasons for failure, 47 Rapleaf, 180
sales-oriented objectives, 147-148 ratings, 28
prospects raw data, measuring, 56
converting to customers, 33-34 RazorSocial, 48
leads, generating with social reasons for failed social media
media, 186-187 campaigns, 47-52
Index 213
Reddit, 98
redemption rate for mobile
S
coupons, 108 sales-oriented objectives, 147-148
Red’s Porch Twitter campaign, Schultz, Don, 118
11-12 Scoutmob, 111
relationships, 36-37 SCVNGR, 111
building, 79-80 sentiment analysis, 56
remarketing to prospects, 50 setting objectives for social media
research, 29 programs, 146-147, 160-161
retailers as advertising agency, 16 seven deadly sins of social media
retaining customers, 29, 36-38, measurement, 161-163
184-185 Shah, Dharmesh, 49
revenue Shane Company, 115
CLV, 183-184 sharing category of social media
increasing platforms, 64
with promoting platforms, increasing revenue with, 95-100
87-93 Quick Start Guide, 100-101
with sharing platforms, 95-100 Silverpop, 77
reverse order, running campaigns Simple Machines, 88
in, 21 situation analysis, 131-133
reverse positioning, 127-128 SlideShare, 64, 95, 99
reviews, 28 slope, 40
Rignite, 6 SMART (specific, measurable,
Rinaldo, Cristiano, 17 attainable, realistic, and time
risks in social media campaigns, bound) objectives, 147
42-44 smartphones
Rival IQ, 80 carriers, 106
ROI (return on investment), 63 operating systems, 106
CLV, calculating, 183-184 SMS (Short Message Service), 105
measuring, 165 Snapchat, 63, 99, 112
measuring for social media social media
campaigns, 40-42 action plan checklist, 197-203
of social media campaigns, attractions, 160
159-160 barriers to adoption, 135
tracking, 188-189 brand essence, communicating,
role of social media in influencing 155-156
decisions, 142-144 categories of measurement,
running campaigns in reverse 163-164
order, 21 channels, 32
214 Index
Communications Effect Pyramid, Starwood Hotels, 108
149-150 Stone, Biz, 1
corporate guidelines, 43 strategy for social media
distractions, 160 aligning with brand essence,
language of, 31 153-154
leads, generating, 186-187 developing, 150-151
life cycle, 32-33 StumbleUpon, 99
measuring quantitative metrics, success of marketing campaigns,
167-169 measuring, 39-40
optimization, 116 surveys
platforms, 32 creating, 177-178
reasons for failed campaigns, inbound surveys, 176-177
47-52 outbound surveys, 177
risks of engaging in, 135 SWOT analysis, 133-134
ROI, tracking, 188-189
role in influencing
decision-making, 142-144 T
seven deadly sins of social media
tags, 27
measurement, 161-163
telephone analogy of social
telephone analogy, 25
media, 25
social media magnetism, 12-14,
thought process of customers,
47-48
understanding, 137
social media management
high-involvement decisions,
principle, 159
139-141
social media models used by
role of social media in
Fortune 500 companies, 29-30
influencing decisions, 142-144
Social Mention, 171
stages of customer decision
Social Radar, 179
making, 138-139
Socialbakers, 8, 179
Times Square analogy of
Socialcam, 63
YouTube, 27
software, marketing automation,
tracking social media ROI, 188-189
75-76
trade show analogy of LinkedIn, 26
South by Southwest conference, 1
traffic
Spiral16, 171, 180
measuring
split-testing, 70-71
on competitors’ websites,
SproutSocial, 6, 169, 180
169-170
stages of customer decision
on social media channels,
making, 138-139
170-171
Starbucks, 24
on your own website, 167-169
MyStarbucksIdea.com, 48
Index 215
TripAdvisor, 111
Tumblr, 64
W
Turner, Jamie, 57 Webfluenz, 8, 169
TweetDeck, 6, 99 websites
tweetups, 28 Alexa.com, 170
Twitter, 1, 90 Compete.com, 169
cocktail party analogy, 26 content aggregation sites, 28
Red’s Porch campaign, 11-12 data analytics, 23
updating, 65 Epicurious.com, 17
two-dimensional mapping scheme Mention.com, 42
for competitive analysis, 125-127 photo-sharing sites, 28
presentation-sharing sites, 28
visitors
U converting to customers, 48
understanding the customer wikis, 28
decision-making process, 137 widgets, 27
Unilever, 148 Wikipedia, 64, 99
United Airlines, 17 wikis, 28
updating WooBox, 33
corporate blogs, 66 word analysis, 56
social media platforms, 65
UserVoice, 176
X-Y-Z
XING, 82
V
Vanilla, 88 Yahoo!, 90
vBulletin, 88 Yelp, 64, 100
Vimeo, 90 YouTube, 91
Vine, 63 monthly viewership, 27
virtual worlds, 28 Times Square analogy, 27
visitors
bounce rate, 168 Zagat, 111
converting to customers, 48, 71 Zoho, 88
exit rate, 168 Zuckerberg, Mark, 81
Vocus, 179 Zyman, Sergio, 137
volume, measuring, 56
voting, 28
216 Index