소셜 미디어로 돈버는 법 How to make Money with Social Media

How to make Money with Social Media





CONTENTS


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 I I 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 I I I 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
You r Sa les a nd Reven ue . . . . . . . . . . . . . . . . . . . . . . . . . . . . ........ 104
Chapter 11 How to Use Promoting Platforms to Help You Grow
You r Sa les a nd Reven ue . . . . . . . . . . . . . . . . . . . . . . . . . . . . ........ 1 14
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
You r Bra nd Es sen ce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  . . . 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—
You r Ret u r n on I n ves tmen t . . . . . . . . . . . . . . . . . . . . . . . . . . 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 . . . . . . . . . . . . . .                 

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Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .276



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