Social Media Marketing A STRATEGIC APPROACH M e l i s s a S. D o n a l d I. Nicholas Barker Barker F. Bormann K r i s t a E. N e h e r SOUTH-WESTERN * CENGAGE Learning- Australia Brazil Japan Korea Mexico Singapore Spain United Kingdom United States
Contents Goals Tools rate Preface xii About the Authors Acknowledgement xiii xv Chapter 1 j Why Social Media? 1 Finding a Way Through Social Media 2 What Is Social Media Marketing? 3 Case Study: Fiskars Creates a Social Media Community around Scrapbooking 4 The Seven Myths of Social Media Marketing 5 Case Study: United Breaks Guitars 9 The History of Social Media Marketing 13 Why Social Media Marketing is Different 15 What are the Characteristics of a Successful Social Media Marketer? 16 Careers in Social Media Marketing 17 Exercise Case Study: JetBlue Uses Social Media to Connect with Customers 18 Notes 20 Chapter 2 j Goals and Strategies 25 What is a Social Media Marketing Plan? 26 Social Media Marketing Planning Cycle 26 Listen and Observe: Five Stages 27 Setting Goals 29 Case Study: Dell Reinvents Itself Through Social Media 30 Determining Strategies 35 Case Study: HubSpot Gets Results from Strategic Social Media Marketing 37 Linking Goals with a Call to Action 39 Self-Promotion vs. Building an Army of Advocates 40 Exercise Case Study: The Kryptonite Bike Lock Fiasco 41 Notes 43 Chapter 3 I Identifying Target Audiences 45 The Persona Development Cycle 47 Determining the Optimal Target Audience 48 Example of Persona Development: Finding the Optimal Target Audience 49 Developing Specificity within Personas 50 Case Study: How Wahoo's Fish Taco Created a Social Media Persona that Attracts a Unique Target Market 51 The Social Technographics Profile 53 Case Study: Using Video and Social Networks, Colgate-Palmolive Reached the Mobile Generation Y Target Market 55 VI
Where Is the Audience Participating Online? 57 What Does the Target Audience Talk About? 58 Exercise Case Study: Lego's Market Segmentation Strategy 59 Notes 61 r Chapter 4 I Rules of Engagement for Social Media 64 ^ Permission vs. Interruption Marketing 65 Case Study: Pepsi's Transition from Interruption to Permission Marketing 67 Initial Entry Strategy: Passive vs. Active 70 Principles for Success 70 Case Study: Trials and Tribulations: Walmart's Struggle with Social Media Marketing 72 Rules of Engagement 74 Defining Social Media Marketing Ethics 76 Making Ethical Decisions 78 Global Perspective 78 Exercise Case Study: British Petroleum Runs the Social Media Gauntlet 80 Notes 82 Chapter 5 I Publishing Blogs 84 What Is a Blog? 85 Case Study: Robert Scoble: The First Prominent Corporate Blogger within a Large Corporation (Microsoft) 86 Everyone Is a Publisher 89 Case Study: The Marriott CEO Blog 90 Marketing Benefits of Blogging 91 Linking a Blog to Marketing Objectives 91 Creating a Content Strategy 92 Case Study: Engadget Engages 93 Tips for Successful Blogging 94 Monitoring the Blogosphere 96 Exercise Case Study: The Huffington Post: How a Single Voice Became Many 97 Notes 101 Chapter 6 I Publishing Podcasts and Webinars 104 ' ' ' ' ' ""'" ' '" """" " чтитгтшттт.. и... I..1.1 11.11 11 1... «и.... "»~ '.1.11.11,111.,,. к A Brief History of Podcasting 105 Creating and Sharing Podcasts 106 Case Study: The Podfather 106 Marketing with Podcasting 111 Case Study: MuggleCast Makes Podcast Magic 112 Hosting Webinars 114 Marketing with Webinars and/or Podcasts 116 Exercise Case Study: Inspired Marketing LLC Generates Sales from Webinars 117 Notes 119
Chapter 7 I Publishing Articles, White Papers, and E-Books 123 Publishing and Distributing Articles 124 Case Study: Using EzineArticles to Raise Awareness about Math Education 125 Creating White Papers and E-Books 128 Case Study: The Mises Institute Advances Knowledge of Economics through Online Articles and E-Books 132 Marketing with Articles, E-Books, and White Papers 134 Exercise Case Study: Soroptimist International of the Americas: Using White Papers to Raise Awareness about Issues Affecting Women and Girls Worldwide 136 Notes 140 Chapter 8 I Sharing Videos 143 A Brief History of Video Sharing 143 Benefits of Marketing with Online Videos 144 Case Study: Blendtec: Will it Blend? 145 How to Create Appealing Video Content 147 Case Study: The "Old Spice Guy" Viral Videos 149 Sharing Online Videos 151 Encourage User Generated Content 153 How to Monetize Online Video Sharing 153 Exercise Case Study: Home Depot Shows You How 154 Notes 159 Chapter 9 I Sharing Photos and Images 162 A Brief History of Photo Sharing 163 Benefits of Marketing with Online Photos and Other Images 165 Case Study: Flickr and the Library of Congress Create a Commons for Cultural Heritage Collections 166 Marketing with Photo Sharing Sites 169 The Future of Photo Sharing 171 Exercise Case Study: Who Are You with Nikon? 172 Notes 175 Chapter 10 I Social Networks 178 A Brief History of Social Networks 179 Case Study: How Two Coke Fans Brought the Brand to Facebook Fame 181 Benefits of Marketing with Social Networks 184 Marketing with Social Networks 185 Case Study: Quantivo Uses Linkedln for Lead Generation 189 What Is a White Label Social Network? 192 Pros and Cons of Creating a White Label Social Network 193 Case Study: Starbucks's Social Network Gathers Feedback from Its Customers 194 VIII CONTENTS
How Nonprofit Organizations Can Benefit from a Private Social Network 197 The Future of Social Networks 198 Exercise Case Study: Anvil Media Uses Linkedln for Brand Building 198 Notes 201 Chapter 11 I Microblogging 207 What Is Microblogging? 208 A Brief History of Microblogging 208 Different Uses for Microblogging 209 Tips for Brand Building with Twitter 210 Case Study: Zappos Tweets Its Way to Customer Service Nirvana Build a Twitter Following 216 Case Study: Dell Uses Sina to Reach Chinese Professionals 218 Crafting an Effective Twitter Channel 220 Marketing with Microblogging 222 Exercise Case Study: TurboTax Experts Take Over Twitter 222 Notes 225 213 Chapter 12 I Discussion Boards, Social News, and Q&A Sites 228 What Is a Discussion Board? 229 Discussion Forum Structure 229 A Brief History of Discussion Boards 230 Discussion Board Netiquette 231 Marketing with Discussion Forums 232 Guidelines for Moderators of Online Discussion Groups 233 Get Product Creation Ideas from Discussion Forums 234 Case Study: Lenovo Turns to Discussion Forums to Cut Customer Service Costs, Attain Feedback, and Improve Productivity 235 What Is a Social News Site? 238 A Brief History of Social News Sites 239 Marketing with Social News Sites 241 Case Study: Digg: How News Became Social! 242 What Is a Q&A Site? 245 A Brief History of Q&A Sites 247 Marketing with Q&A Sites 247 Future of Discussion Boards, Social News, and Q&A Sites 248 Exercise Case Study: How Business Pioneers Take Advantage of Quora 249 Notes 253 Chapter 13 I Mobile Computing and Location Marketing 261 What Is Mobile Computing? 261 A Brief History of Smartphone Growth and Adoption 262 Social Networks Go Mobile 263 CONTENTS
Marketing with Mobile Computing 264 Case Study: Dunkin' Donuts Gets You Running with Mobile Marketing 266 What Is a Location-based Social Network? 268 Location-based Social Networks and Gaming 269 The Growth of Location-based Social Networks 271 Marketing with Location-based Social Networks 271 The Future of Mobile Computing and Location Marketing 272 Exercise Case Study: Conan O'Brien Flies High with Foursquare Blimp and Badges 273 Notes 276 Chapter 14 I Social Media Monitoring 280 A Brief History of Social Media Monitoring 280 Tracking 281 Measuring 282 Qualitative Key Performance Indicators (KPIs) 287 The Net Promoter Score 295 Return on Investment 296 Evaluation 297 Case Study: Pfizer Tracks and Measures Adverse Drug Effects with BuzzMetrics 298 Selecting Social Media Monitoring Tools 301 Case Study: Using Radian6, AAA Monitors and Interacts with the Social Web 303 The Future of Social Media Monitoring 305 Exercise Case Study: SAS Social Media Analytics: Monitoring a Brand with a Brand 305 Notes 312 Chapter 15 I Social Media Marketing Plan 317 Creating an Informative and Eye-Catching Title Page 318 Automatically Generating a Table of Contents 318 Writing a Compelling Executive Summary 319 Composing a Brief Overview 320 Observing Social Media Presence 322 Conducting a Competitive Analysis 323 Setting Goals 327 Determining Strategies 328 Identifying the Target Market 329 Selecting Tools 330 Implementing 330 Monitoring 342 Getting C-Suite Buy-In 349 Notes 350 CONTENTS
Appendix XYZ Coffee Company Social Media Marketing Plan 353 Executive Summary 355 Brief Overview 355 Social Media Presence 356 Competitive Analysis 356 Goals 359 Strategies 359 Target Market 360 Tools 361 Implementation 361 Monitoring 366 Tuning 369 Budget 369 Return on Investment 369 Notes 370 Index 371