Perspectives on Social Media Marketing

by Stephanie Agresta

Overview

Perspectives on Social Media Marketing addresses 90 - 100 compelling and important issues that marketers deal with on a regular basis when it comes to social media. These issues include understanding what social media is, how it has changed the marketing landscape, ways to leverage it for reaching consumers, how to best measure the ROI of a social media campaign, and more. For each of these issues or topics, both authors provide their expert insight and feedback from their own unique perspective - one from the perspective of the marketing agency, the other from the perspective of the brand or marketer.

Product Details

ISBN-13:	9781435456532
Publisher:	Cengage Learning
Publication date:	08/01/2010
Sold by:	CENGAGE LEARNING
Format:	eBook
File size:	808 KB

About the Author

B. Bonin Bough is the Global Director of Digital and Social Media at PepsiCo. In this role, he oversees digital strategy and the implementation of social media tools and techniques across the company. Bough has been instrumental in integrating social media and the "online conversation" into PepsiCo's overall brand vision, engaging online consumers, and tracking behavior and trends that the brand can leverage successfully. Previously, Bough was the Executive Vice President and Director of Weber Shandwick's global interactive, social, and emerging media practice, leading strategic programming for the agency's top clients, including MasterCard, Federation of Colombian Coffee Growers, BestBuy, Electrolux, Ambien, MAC Aids Fund, and Honeywell. Prior to this, Bough was a founding member and Senior Vice President at Ruder Finn Interactive (RFI) and ran the interactive strategy unit for eight years. Bough's achievements in the world of interactive marketing have won him numerous awards, including a Webby, Stevie, Golden Pencil, Sabre, Big Apple, Com Arts, and SXSW Viewers Choice for MrPicassoHead.com.

Table of Contents

PART I: REALLY UNDERSTANDING SOCIAL MEDIA. 1. How would you define social media? 2. Why has social media had such a powerful impact? 3. How has social media changed general marketing strategies? 4. Does branding still matter? Has the definition of "brand" changed? 5. Is social media something that small companies and entrepreneurs can take advantage of, or is it mostly for large players only? 6. How important is personal branding? 7. Should companies allow executives or other employees develop personal brands as representatives if the company? 8. Should traditional marketing efforts be relegated to the museum? 9. How (if at all) has social media altered the consumer buying cycle? 10. What are some of the popular misconceptions many marketers have about social media? 11. Is social media an evolution of marketing, or an evolution of public relations? How has social media changed PR? PART II: IMPLEMENTING A STRATEGY. 12. What is the cost of entry for a social media marketing effort? Is it comparable to the cost of traditional marketing efforts such as TV and print? 13. Is it possible to run a regional SM campaign, or is it impossible to contain? 14. Should marketers seek to integrate social media efforts with traditional efforts, or should they be kept, planned, and run independently from each other? 15. If there is room for SM and traditional efforts to be integrated, what strategy should be planned first: social media, traditional or should they both be planned simultaneously? 16. Are there any tools that are "must haves" for every social media marketing effort? PART III: MANAGING, MEASURING, AND ACHIEVING SUCCESS. 17. What accounts for success in a social media marketing campaign? 18. How is social/ media measurement different from traditional marketing measurement. 19. Is it possible to monetize engagement (in other words, is there a direct relation between social media and sales)? 20. Once information is out on the social Web, it can be hard if not impossible to take back. What can you do in the event of a mistake? 21. Are agencies necessary, or can brands handle social media campaigns on their own? PART IV: JUST FOR FUN. 22. What will the Internet look like three years from now? Ten years from now? 23. What would you consider to be the best social media campaign ever run? 24. What would you consider to be the worst social media campaign ever run? 25. Which companies (other than your own) really seem to "get it" when it comes to social media marketing? 26. Which industry experts do you admire and why?