Turner, J: How to Make Money with Social Media

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

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.

"Return on investment in social media is like the weather: Everybody talks about it, but nobody is doing anything about it. With this book, Jamie Turner and Reshma Shah set you up for success with some key fundamentals, and then give you some very specific and illustrative examples on how to calculate the ROI of your social media efforts." -Scott Monty, Global Digital Communications, Ford Motor Company "If you simply slap a few tools like Twitter and Facebook onto your existing marketing, you are not engaging. Social media are more than tools. But if you change your mindset, you can make money. This book is packed with information to show you how." -David Meerman Scott, bestselling author, The New Rules of Marketing, and coauthor, Marketing Lessons from the Grateful Dead "This book is not a self-help guide to instant riches but offers a variety of strategies and quick tips to the experienced marketer in an entertaining and light tone. Callout boxes showcase key ideas. Although not a textbook, it would be an excellent choice to complement readings in marketing courses." -Library Journal