Shop - Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever

View All Photos
brannew_hardcover__how_to_manage__harness_the_power_of_social_media_marketing_efforts_with_repeatabl_1563971480_bceef807.jpg
brannew_hardcover__how_to_manage__harness_the_power_of_social_media_marketing_efforts_with_repeatabl_1563971480_6ebe9715.jpg
brannew_hardcover__how_to_manage__harness_the_power_of_social_media_marketing_efforts_with_repeatabl_1563971480_2a015885.jpg
brannew_hardcover__how_to_manage__harness_the_power_of_social_media_marketing_efforts_with_repeatabl_1563971481_23b0eb39.jpg
brannew_hardcover__how_to_manage__harness_the_power_of_social_media_marketing_efforts_with_repeatabl_1563971481_ebdc6355.jpg
brannew_hardcover__how_to_manage__harness_the_power_of_social_media_marketing_efforts_with_repeatabl_1563971481_2e591679.jpg
brannew_hardcover__how_to_manage__harness_the_power_of_social_media_marketing_efforts_with_repeatabl_1563971481_f973fdd5.jpg
brannew_hardcover__how_to_manage__harness_the_power_of_social_media_marketing_efforts_with_repeatabl_1563971481_919243bc.jpg
brannew_hardcover__how_to_manage__harness_the_power_of_social_media_marketing_efforts_with_repeatabl_1563971481_0f820997.jpg

Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever

Ric Dragon
BRAND NEW, HARDCOVER
Ric Dragon
BRAND NEW, HARDCOVER

RM30.00

How To Manage & Harness The Power Of Social Media Marketing Efforts With Repeatable, Improvable Processes

ISBN 9780071790499
Book Condition BRAND NEW
Format HARDCOVER
Publisher McGraw-Hill Professional
Publication Date 18/07/2012
Pages 224
Weight 0.52 kg
Dimension 23.6 × 15.8 × 2.3 cm
Availability: 1 in stock

Additional information

1 in stock

SHARE:
  • Detail Description

Description

★★ Winner of a 2013 Small Business Book Award for Social Media ★★

★★ Join The Next Phase of Social Media Marketing Revolution ★★

Social media marketing is vital for every business of any size these days. Every brand, however big or small, needs to be represented on Twitter, Facebook and other social sites.

For market experts, this is a new field and everyone is learning the rules for using social media as a market tool.

With Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever, Ric Dragon has provided an excellent guidebook for businesses about how to combine traditional marketing methods and new social marketing techniques,

Covering subjects ranging from the best-tasting breakfast cereal to the latest developments in cancer treatment, personal interactions are occurring with increased frequency on social media.


And if you want to connect with customers, you have no choice but to join their conversations.

This much has been established by the mountains of social media marketing literature produced in recent years.

What has not been established are the best practices for creating the most ideal social media strategy for your particular needs―and that’s where this book comes in.

In Social Marketology, cofounder Ric Dragon of the renowned search engine marketing firm DragonSearch, takes social media marketing to the next step―showing how to choose the best tools for your needs and develop a strategy tailored to your goals.

Drawing from such process methodologies as LEAN and the Capability Maturity Model, Dragon helps you develop a social media process that is quantifiable, repeatable―and improvable. His process is based on these basic steps:

◆ Focus on desirable outcomes: Vision, Goals, Objectives, and Metrics

◆ Pinpoint the very smallest segments of your customers

◆ Determine the communities to which these microsegments belong

◆ Identify the influencers of those communities

◆ Create an action plan for your project

◆ Measure and constantly improve your efforts

The beauty of Dragon’s method is its core flexibility. New social media platforms are guaranteed to pop up in the near future. Any strategy based on the methods in this book can be adapted to take full advantage of them.

The age of blind trial and error for social media marketers is over. Social Marketology provides the means to implement an effective campaign that is testable, controllable, and fully integrated within broader campaigns and goals.

Ric Dragon introduces a social media process that businesses and brands of any size can use to achieve their marketing goals. Here is just a summary of the process as it’s introduced at the beginning of the book:
① Focusing on desired outcomes; vision, goals and objectives metrics.

② Incorporating knowledge and development of the brand personality and voice.

③ Identifying the smallest possible segments of your audience, customers, users or constituents.

④ Identifying the communities that those microsegments belong to—how people behave in those communities and what they are saying.

⑤ Identifying the influencers in those communities.

⑥ Creating an action plan for your project.

⑦ Execution, measuring and reinvention of social media activities and programs.

One of the key drivers of the book and the process is to help businesses and social media managers adapt to whatever new social media channels come up.

So instead of simply focusing on a specific channel such as Twitter, Facebook or LinkedIn, by learning to use this process, you will be prepared for any new channel that’s likely to come up in the future and quickly evaluate it and add it to your strategy.

———————————————————————-
Review From Cooler Insights :

Social media marketing is probably the most heavily written management topic on the planet. Unfortunately, many books, articles, blogs and podcasts on social media focus too heavily on the “feel good” factor of success stories. These tend to be more inspirational than instructional.

Ric Dragon’s seminal publication Social Marketology is different. Providing a methodical framework covering strategy, organisation, execution and measurement, the book provides a step by step process to managing the social media marketing function.

In Dragon’s analysis of social media platforms, nine significant patterns can be discerned: identity, relationships, conversations, groups, gaming, presence, curation, reputation and gifting.

These elements could be formulated into social pyramids which can be customised for different social platforms depending on their properties. They include Facebook, Twitter, Google Plus, Pinterest and so on.

With this in mind, Dragon dissects the social world into its disparate components and reassembles them into a holistic gameplan.

This is elaborated in detailed chapters covering topics like organising social media teams, brand management, customer micro-segmentation, community management, influencer management, action planning, measuring success and cultivating creativity.

Let me now highlight some of the book’s salient concepts:

Managing the Team: Similar to “herding cats”, social media units can be managed like “scrum teams” where work is broken into small chunks with specific tasks assigned and monitored daily. Critical roles include a director, community manager, blog editor, blogger(s), channel specialists, SEO specialists, photographers/videographers, producers, and analytics specialist. Policies governing employee behaviour, account management, content, security, and legal issues should also be implemented.

Goals and Measurements: Like any strategic endeavour, social media marketing must be aligned to the organisation’s vision, and cascade downwards into discrete goals, strategies, tactics and metrics. Strategic objectives should be SMART (Specific, Measurable, Attainable, Relevant, Time-bound) while results should be documented and compared. Common measures include quantity of connections (friends, followers), online influence, share of voice, and reach.

Branding: Create a “brand voice” document that determines the character/persona, tone, language and purpose of the brand. This should cover vocabulary (or key words), best practices, and writing guidelines (names, personality, core values, passion, slogans, visual and verbal styles). Monthly brand voice reviews should also be conducted.

Customer Microsegmentation: Social media marketers need to understand how geographic, demographic, psychographic and behavioural segmentation can be spliced into hypergranular microsegments. Through extensive brainstorming and mind-mapping, broad segments (eg Singaporean youths) can be narrowed down to specific interest groups (eg Anime Society of Singapore). These groups can then be targeted more precisely.

Communities: Formed around “passion points”, communities can exist independently or be created by the organisation. Appoint internal and external brand ambassadors, equip them with the right levels of recognition and autonomy, and compensate them accordingly (avoid cash if possible). Successful online communities should have regular In Real Life (IRL) events and activities that help solidify relationships.

Influencers: To be an influencer while collaborating with other “whales” on social platforms, conduct an audit of influencers and determine your relative position in specific domains. Display credibility through expertise, trustworthiness and goodwill.

Ascertain what your level of authority is, how many “gifts” (likes, comments, retweets) you are providing, and how likable you are. Create a dossier of each influencer (contact points, platforms, blog content, commenters on their blogs, etc), monitor their activities, and engage them when you have something meaningful to contribute.

Action Plan: Once ready to roll, map tactical activities onto specific channels (eg blog, Facebook, Twitter etc), determine effort, hours and objectives for each, and check them against the earlier social pyramid. Each platform would require four phases of engagement: identity (profile creation), making connections, creating content, and engagement. Do also develop documents for listening, channels, resources, and content.

Handling Mistakes: To minimise botch ups or recover quickly from them, we should avoid mixing technologies used for organisational and individual accounts. Adequate training is a must for the social media team. Where possible, do not delete user comments or posts, respond quickly, apologise profusely (if you trip up), use humour and have policies and “top responses” documents in place.

Creativity: Finally, consider how you can weave elements of good creative campaigns – fun, unexpected, participatory, cross media (or transmedia), and storytelling – into your activities. For videos, one can consider the 12 Video Triggers from Unruly Media. Brainstorming is a must for creative solutions, and environments should be created for ideation.

Put together, a “social marketology” plan should encompass all dimensions of online marketing, ie social, SEO and Pay Per Click (eg display advertisements).

Social Marketology provides a useful and practical reference for folks tasked with social media marketing in their organisations.

While it may not be feasible to adopt everything which the book suggests, its holistic framework is a good foundation for entrepreneurs and leaders to build, manage and implement social media marketing in their organisations.

About the Author
Ric Dragon has more than 16 years of experience in online marketing and software development. He is cofounder of the software and web development company Oxclove Workshop, where he was instrumental in business process analysis, information architecture, and process improvement. Dragon is the cofounder and CEO of DragonSearch, where he has led social media strategy for Steuben, the Grammy Foundation, Raritan, and other organizations.

[ --- Read more --- ]
You've just added this product to the cart: