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Shiv Singh. Social Media Marketing For Dummies
Social Media Marketing For Dummies® To view this book's Cheat Sheet, simply go to www.dummies.com and search for “Social Media Marketing For Dummies Cheat Sheet” in the Search box. Table of Contents
List of Tables
List of Illustrations
Guide
Pages
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Where to Go from Here
Getting Started with Social Media Marketing
Understanding Social Media Marketing
Defining Social Media Marketing
Learning about the Roles People Play
Changing roles of the social media marketer
Understanding the role of the influencer
Considering the types of influencers
Referent influencers
Expert influencers
Positional influencers
Influencing on digital platforms
Comparing Social Media Marketing with Other Marketing Efforts
Direct mail
Public relations
Online advertising
Promotions
Taking Social Influence Beyond Marketing
Using social influencers to mobilize
Marketers as better corporate citizens
Social graphs for social change
Discovering Your SMM Competitors
Classifying Consumer Activities
Researching Your Customers’ Online Activities
Identifying Personas
Analyzing Competitor Efforts
Setting up Google Alerts
Setting up Twitter alerts
Monitoring social networks
Tracking competitor websites
Researching Your Competitors’ Campaign Support
Conducting qualitative research
Running surveys and quantitative research
Seeing why all consumers are not created equal
THE PSYCHOLOGY BEHIND SOCIAL INFLUENCE
Dipping into Hot SMM Concepts
Discovering gamification
Choosing localized marketing
Creating an app for that
Getting in the Social Media Marketing Frame of Mind
Putting SMM in the Context of the Marketing Funnel
SMM at the awareness stage
SMM at the consideration stage
SMM at the preference stage
SMM at the action stage
SMM at the loyalty stage
Deepening Your SMM Relationship
SMM for customer service
SMM with offline marketing
SMM in the world of real-time marketing
Treating SMM Differently from Brand Marketing
SMM in the context of brand marketing
SMM in the context of direct-response marketing
Tying SMM with brand marketing and direct response
Practicing SMM on the Social Web
Launching SMM Campaigns
Discovering the Types of SMM Campaigns
Influencer outreach
UGC contests
Brand utilities
Podcasting
Sponsored conversations
Recognizing What Makes a Good SMM Campaign
Creating Your SMM Roadmap
Define your objectives
Develop a powerful story/experience
Create an action plan
Craft the content path
Execute for influence
Create partnerships
Track the results
Participating — Four Rules of the Game
Be authentic
Give participants equal status
Let go of the campaign
Killing the Campaign Expiry Date
Monitoring Brands and Conversations
Responding to Criticism
Developing Your SMM Voice
Figuring Out Why You Need an SMM Voice
Defining SMM Voice Characteristics
Multiple and authentic
Transparent and easy to find
Engaging and conversational
Social web savvy
Unique to the person
Distinguishing Between SMM Voices and Brand Voices
Outlining SMM Voice Objectives
Choosing the Owner of Your Organization’s SMM Voice
CEO
CMO
Social media lead
PR manager
Agency
Other external voices
Crowdsourcing SMM Voices with Guidelines
SOME SMM GUIDELINE RESOURCES AND EXAMPLES
Understanding a Marketer’s Responsibilities
Recognizing Who You Serve
Employees
Suppliers
Communities
Shareholders
Practicing Socially Responsible Marketing
A commitment to the truth
Five ways to encourage truthfulness
Accountability to Your Own Company
Reaching Your Audience via Mainstream Social Platforms
Finding the Right Platforms
Choosing Social Media Platforms
Learning about your customers
Addressing your industry influence
Preparing Your Employees for Social Media Networking
Evaluating Your Resources
Assessing What Each Social Network Offers You
Using platforms as audience research tools
Getting niche-savvy
Exploring SMM Strategies for Facebook
Looking at Facebook Basics
Starting with Search
Facebook pages
Facebook groups
Facebook events
Facebook applications
Login with Facebook
Using Ads on Facebook
Sponsored stories
Other advertising formats
Marketing on Twitter
Figuring Out the Basics of Twitter
A Twitter handle
Searches
Responses
Following and followers
Marketing via Twitter
Using Promoted Accounts
Making Use of Promoted Tweets
Using Promoted Trends
Working with Sponsored Tweets
Tips and Tricks
Creating a YouTube Strategy
Looking at YouTube Basics
Benefitting from SMM marketing on YouTube
Attracting subscribers
Promoting on YouTube
Always create a customized channel
Creating custom content for YouTube
Tagging and categorizing all your clips
Leaving video responses
Including a call to action
Have some fun, too
Seeding a Viral Campaign
Advertising on YouTube
Considering LinkedIn
Getting Started
Creating a New Profile
Preparing a content strategy
Covering what matters first
Accessing LinkedIn from your mobile devices
Finding connections
Choosing to advertise
Participating in Groups
Benefitting from joining groups
Starting your own group
Leading a successful group
Using LinkedIn to Answer Questions
Finding a Job
Delving into Instagram
Recognizing the Basics
Signing up
Sharing photos or videos for the first time
Using filters
Getting Found on Instagram
Structuring Instagram for Business Goals
Creating content for your business
Curating and sharing
Using tools to manage your account from your computer
Discovering Snapchat
Exploring Snapchat
Looking at Snapchat’s unique features
Getting to know the Snapchat user
Advertising on Snapchat
Choosing an objective and format
Reaching your customers on Snapchat
Measuring Results on Snapchat
Marketing with Pinterest
Recognizing Pinterest Users
Exploring the interests of users
Pinning as a social activity
Focusing on Strategy
Becoming a Business Pinner
Setting up your profile
Example profile: Martha Stewart Living
Example profile: L.L. Bean
Starting a group board
Creating secret boards
Developing Credibility with Your Boards and Images
Drilling down with Guided Search
Experimenting with promoted pins
Tracking your results
Interacting with Tumblr
Setting Up Shop on Tumblr
Finding and Sharing the Good Stuff
Using your dashboard
Menu options
Content types
Posts and Feed
Followers and Finds
Observing other blog successes
Looking at Paid Media
Tracking Your Users
Engaging Customers Using Other Platforms
Blogging on Medium for Your Business
Looking at the pros and cons
Making a choice
Utilizing analytics
Delving into Medium content
Reviewing a profile
Viewing a company’s blog
Discussing Ideas On Reddit.com
Marketing on Reddit
Setting up
Knowing the lingo
Analyzing content
Sharing Video on TikTok
Getting in on the action
Experimenting with TikTok
Getting Your Message to Connectors
Marketing to Millennials
Learning About Millennials
Technically savvy
Seek a balanced life
Follow influencers
Look for recognition and feedback
Prefer to share or barter
Understanding What Millennials Want from Brands
Trustworthiness and authenticity
Cause-minded attitude
Respectful of privacy concerns
Open to collaboration with customers
Recognizing Millennials Shopping Habits
BUT ARE THEY REALLY SHOPPING?
Succeeding with Millennials
Hitting the target
Appreciating the convenience of subscription services
Accounting for the Influencers
Knowing the Expert Influencers
RECOGNIZING THE IMPORTANCE OF INFLUENCE
Reaching the Expert Influencers
Tapping into the Referent Influencers
Anonymous referent influencers
Known referent influencers
Reaching the Referent Influencers
Cookie data
Website behavior
Tapping into the Positional Influencers
Understanding the circles of influence around your customers
Letting consumers shape and share the experience
Articulating your product benefits for multiple audiences
Fishing where the fish are
Offering friends and family incentives
Translating Influence to the Offline World
Putting your customer reviews in your stores
Marrying social media marketing with events and PR
Measuring online buzz and offline influence
Connecting influencers at meet-ups
Treating your stores as cafés
Putting Twitter on the big screen
Disrupting with Voice Search
Understanding Voice Search
Benefitting from voice searches
Reviewing smart speakers
Interacting with Voice Assistants
PRIVACY FEARS ABOUT VOICE ASSISTANTS
Discovering What Customers Want
Providing Answers
Creating flash briefings and Actions
Looking at brand examples
REMEMBER MY NAME?
Developing your apps
Getting Your Content Ready
Utilizing Messaging Apps
Looking at Messenger
Reviewing benefits for brands
Learning what users want when messaging brands
AN ALTERNATIVE TO WhatsApp AND MESSENGER
Setting Up Messenger
Understanding Chatbots
Classifying chatbots
Dipping into chatbots
COME TOGETHER, RIGHT NOW
Deploying WhatsApp from Facebook
Communicating with users
Creating mobile messages with WhatsApp
Using the WhatsApp Business App
Old Marketing Is New Again with SMM
Practicing SMM on Your Website
Focusing on the SMM-Integrated Website
Making the Campaign and the Website Work Together
Treating your website as a hub, not a destination
Linking prominently to your presence on social platforms
Promoting campaigns on your website home page
Encouraging deeper interaction through your website
Asking customers to give you feedback on your content
Rethinking Your Website
User experience
Simple design
Conversational user interface (CUI)
Content marketing
Customer reviews
About Us and Contact Us pages
Tips and Tricks for Website SMM
Aggregate information for your customer’s journey
Amplify business stories
Align your organization into multiple, authentic voices
Apply share buttons
Becoming an Authentic and Engaged Advertiser
Social Advertising: An Online Advertising Game Changer
DISPLAYING ADVERTISEMENTS ON SOCIAL NETWORKS
Native Advertising and How It Can Work for You
Emotional
Engaging
Simple
Making Paid and Earned Media Work Together
Working harder to gain attention
Making paid media jump-start earned media initiatives
Build awareness
Promote interaction
Win friends and influence
Tips and tricks for campaigns
Making SMM Work with TV
Awareness through TV; engagement via the Internet
Awareness, engagement, and conversion with television
Measuring the effectiveness of TV and the second screen
Building an SMM Mobile Campaign
Looking at Consumer Trends in Mobile
A telephone and much more
The release and adoption of smarter phones
Understanding the Many Paths within the Mobile Channel
Keeping in Mind Mobile Phone Capabilities
It’s a snap: Using the camera
Location, location, location
NEXT-GENERATION MOBILE SERVICES AND BEYOND
Near-field communications and RFID
Phone interaction
Fitting Mobile into Your Social Media Practices
Defining mobile marketing and its place within the social media context
Uniting mobile marketing with social media
GROUP DECISION MAKING
Supporting a cause
CHANGING THE WORLD WITH YOUR FINGERTIPS
Building Your Own Mobile-Enabled Communities
Leveraging existing online communities
Facebook
Twitter
Other social media communities
Creating your own social offerings: applications and widgets galore
Applications
Adding Social Media Elements to Mobile
Portable social graphs
Searching with mobile
Harnessing Mobile to Support Social Media
Deciding When to Build a Mobile App
Encouraging Employees to Advocate for Your Brand on Social Media
Embracing the Idea of Employee Collaboration
ENERGIZING EMPLOYEES: IT’S NOTHING NEW
Rewarding teams
Treating everyone equally
Trusting your employees
Creating the right culture
Placing a premium on groups with a purpose
Avoiding excessive snooping
Picking Social Software for Social Influence
Rethinking the Intranet
Getting rid of the buzzwords
Don’t try to control too much
Surfacing the connections
Taking search social
Allowing alternative access
Promoting the value of historical record
Giving your intranet a pulse
Aiming to destructure
Giving employees other choices
Changing Tactics and Metrics
Correlating Data with Business Objectives
CUSTOMER LIFETIME VALUE
Focusing on the Tactics That Count
Rethinking the Customer Experience
Personalizing the CX
Measuring your customer experience
Analyzing the customer journey
Integrating Marketing Technology with Analytics Systems
Facing data problems
Preparing your data
Deploying AI Tools
THE ‘DOCTOR’ WILL SEE YOU NOW
Understanding Social Media Governance
Recognizing How SMM Impacts Other Company Functions
Public relations
Customer support
Sales
Legal
Introducing Social Media Governance Models
Social media policies and guidelines
Tips and tricks for social media governance
Dealing with a Social Media Crisis
Using Real-Time Marketing
Introducing Real-Time Marketing
Real-time insights
Real-time response
Real-time “on the fly”
Real-time co-creation
Real-time distribution
Real-time engagement
Organizing for Real-Time Marketing
Taking TV into Real-Time Marketing
Data and Privacy
Knowing What Data You Have to Play With
Harnessing Data & Privacy Best Practices
Understanding New Data and Privacy Laws
General Data Protection Regulation
California Consumer Privacy Act
So What Does This All Mean for Your Marketing Effort?
The Part of Tens
Ten SMM-Related Must-Read Blogs
Brian Solis
Content Marketing Institute
Convince and Convert
Copyblogger
Marketing Profs
Neil Patel’s Blog
Razor Social
Seth Godin
Shiv Singh
Social Media Examiner
Ten Top SMM Tools
Buffer
BuzzSumo
Facebook Insights
Followerwonk
Hootsuite
Later
Mention
SproutSocial
Tailwind
Tweepi
Ten Tips to Navigate Fakeness
Create Shared, Mutual Goals
Use Reflection to Override Bias
Engage Openly with Dissent
Challenge Opinion and Ask for Facts
Encourage Those Who Don’t Conform
Ask Yourself “What if the Opposite Was True”
Engage in Active, Critical Analysis
Question Morally Dubious Directives
Seek Out Allies
Focus on Building Trust First
Index. A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
About the Authors
Dedications
Authors’ Acknowledgments
WILEY END USER LICENSE AGREEMENT
