Social Location Marketing
Outshining Your Competitors on Foursquare, Gowalla, Yelp & Other Location Sharing Sites
(Sprache: Englisch)
The first book to focus on the most opportunity in social media marketing: the use of social location sharing tools such as Yelp, Foursquare, Gowalia and Loopt.
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The first book to focus on the most opportunity in social media marketing: the use of social location sharing tools such as Yelp, Foursquare, Gowalia and Loopt.
Klappentext zu „Social Location Marketing “
The first book on social location marketing: how to build communities of customer advocates to promote any service, product, or venueFocused coverage of social location marketing that can't be found anywhere else
Compares leading platforms, and helps marketers choose the right ones
Helps marketers get started quickly and successfully
Includes case studies of organizations who've achieved outstanding results
By web marketing luminary Simon Salt, one of the field's leading experts
This is the first book to focus entirely on the most important new opportunity in social media marketing: the use of social location sharing tools such as Yelp, Foursquare, Gowalla, and Loopt. Written by noted expert Simon Salt, this timely, marketable guide introduces the topic simply and clearly, with a focus on actionable advice and real case studies. Writing for marketers, entrepreneurs, and customer service leaders in businesses of all kinds, Salt shows exactly how to use these tools to buildcommunities of customer advocates, strengthen loyalty, and enhance retention. Salt thoroughly explains each leading platform: what it offers marketers; how to get involved, both as an individual and a business; and how to use its tools to reach other users. He offers insights on reaching teens, tweens, women, and men; and on applications for fashion, retail, hospitality, and restaurants. This book offers strategies for organizations with large budgets, small budgets, and even no budget. It also offers specific guidance on measuring social location activity and calculating ROI. Salt answers crucial questions like: What does my business have to give users in order to earn their loyalty? Can these tools really affect my bottom line? How do I handle complaints? Drawing on his extensive experience at the center of the social media revolution, he concludes with case studies of organizations who are achieving superior results right now.
Inhaltsverzeichnis zu „Social Location Marketing “
Introduction ... 1 What's in This Book ...4 1 Why Should I Bother? ... 7 Who Cares Where I Am? ... 12 What's in It for the Individual? ... 12 What's in It for the Small Business? ... 15 What's in It for Larger Businesses? ... 19 2 Square Pegs and Round Holes: Where Does This All Fit? ... 25 What is Social Media? ... 26 Who Is in Charge? ... 27 Where Is Everyone? ... 30 Keeping Your Ear to the Ground ... 31 They Said What? ... 32 The Perfect Face for Social Media ... 34 Measure Twice, Execute Once ... 36 Future Proofing ... 37 The Plan ... 39 Location, Location, Location ...40 3 Games People Play ... 43 Anatomy of a Game Player ... 46 Overachievers and the Easily Bored ... 47 Serious Gamer ... 47 Casual Gamer ... 47 Masters of the Universe ... 48 Young Guns and Old Codgers ... 48 Are We Having Fun Yet? ... 49 The Ingredients ... 54 The Execution ... 56 4 Introduction to Location Sharing Tools... 59 What Is and Isn't Social Location Sharing? ... 60 Geo-Location Services ... 60 Location-Based Services ... 60 Social Location Sharing ... 61 Where Did All This Social Location Sharing Start? ... 63 Loopt ... 64 BrightKite ... 65 Yelp ... 66 Foursquare ... 67 Gowalla ... 68 MyTown ... 70 Other Social Location Sharing Tools ... 71 Real World Uses for Social Location Marketing ... 71 Case Study ... 72 The Move to Foursquare ... 73 5 Industries Making It Work... 75 Fashion ... 77 Retail ... 80 Food and Beverages ... 84 Hotels and Travel ... 89 Summary ... 94 Case Study: Integration and the Seamless Check In ... 97 6 Know Your Apps ... 99 Foursquare ... 100 The Foursquare Fine Print ... 103 Privacy on Foursquare ... 104 Foursquare's Blog ... 106 The Foursquare Profile Page ... 107 The Foursquare Mobile Application ... 108 Gowalla ... 112 Spots ... 113 Trips ... 114 Search ... 114 Setting Up Your Gowalla Account ... 116 Digital Objects ... 116 Passport ... 118 Gowalla Mobile Application ... 119 SCVNGR ... 121 Social Check In ... 124 The SCVNGR Mobile App ... 125 Facebook Places
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... 128 Google Hotpot ... 130 Yelp ... 132 The Others ... 136 MyTown ... 136 Whrrl ... 137 Brightkite ... 137 Loopt ... 138 Summary ... 138 Case Study: How Listening and Teaching Improved the Cafe Business ... . 139 7 Marketing to Social Location Sharers ... 141 Meeting the Needs ... 142 Physiological Needs ... 142 Safety ... 143 Belonging ... 144 Esteem ... 144 Self-Actualization ... 146 The Needs of the Social Consumer ... 147 Social Customer Relationship Management or Customer Information Management ... 148 Elements of a Social Location Marketing Campaign ... 154 Single Location Businesses ... 155 Multiple-Venue Businesses ... 159 Marketing Without a Location ... 161 Getting to the ROI ... 162 Case Study ... 163 8 We're Here All Week-Event Marketing with Social Location Sharing Apps ... 165 Arming Employees with the Right Message ... 166 Create a Gowalla Trip ... 169 Chevrolet at the State Fair of Texas ... 172 VisitBritain: Social Media Tourism Leader ... 174 State of Arkansas Gets Location Aware ... 176 Intel Inside ... 179 Lotus Gets Social on a Boat ... 180 Gowalla Calendar ... 181 Facebook Deals ... 183 Summary ... 184 9 Socially Speaking: The Social Business ... 185 More Than a Twitter or Facebook Page ... 189 Social Customer Relationship Management Database (sCRM) ... 191 Is Change Inevitable? ... 192 Choosing the Right Social Media App ... 193 Who Owns Social? ... 196 10 Plan, Plan, and Plan ... 207 Identify Your Social Business ... 208 Where Should You Be? ... 208 What You Should Say ... 210 We the People ... 213 They Said What? ... 215 It's Not All Doom and Gloom ... 217 Look Small, Think Big ... 218 Local Wins the Day ... 220 Micropayment Systems ... 221 Check Out ... 221 TOC, 9780789747211, 1/10/11
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Autoren-Porträt von Simon Salt
Simon Salt-With a M.S. in Information Systems and a B.S. in Behavioral Science, Simon has been at the intersection of technology and human interaction for more than a decade. He has been a part of three successful startups and currently leads his own marketing communications company IncSlingers.As a social media influencer, Simon has been sought out by both large brands and international PR companies as an advisor and social media advocate. He also served as technical editor for Peter's Shankman's book, Customer Service: New Rules for a Social-Enabled World, published by Que. He describes himself as less of a writer and more of a talker who types fast. He can be found on most social media sites as "Incslinger."
Bibliographische Angaben
- Autor: Simon Salt
- 2011, 240 Seiten, Maße: 15,6 x 22,8 cm, Kartoniert (TB), Englisch
- Verlag: Que
- ISBN-10: 0789747219
- ISBN-13: 9780789747211
Sprache:
Englisch
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