The New Community Rules. Marketing on the Social Web (e-book)

The New Community Rules. Marketing on the Social Web (e-book) - Opis

Blogs, networking sites, and other examples of the social web provide businesses with a largely untapped marketing channel for products and services. But how do you take advantage of them? With The New Community Rules, you'll understand how social web technologies work, and learn the most practical and effective ways to reach people who frequent these sites. Written by an expert in social media and viral marketing, this book cuts through the hype and jargon to give you intelligent advice and strategies for positioning your business on the social web, with case studies that show how other companies have used this approach. The New Community Rules will help you:Explore blogging and microblogging, and find out how to use applications such as Twitter to create brand awarenessLearn the art of conversation marketing, and how social media thrives on honesty and transparencyManage and enhance your online reputation through the social webTap into the increasingly influential video and podcasting marketDiscover which tactics work -- and which don't -- by learning about what other marketers have triedMany consumers today use the Web as a voice. The New Community Rules demonstrates how you can join the conversation, contribute to the community, and bring people to your product or service. Spis treści:
The New Community Rules
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Foreword
Preface
Organization of the Material
Questions and Comments
Safari Books Online
Acknowledgments
1. An Introduction to Social Media Marketing
Where We Are Now
What (...) więcej Is Social Media Marketing?
Bringing Traffic to Your Website
Driving Relevant Links to Your Website
Making Consumers Brand-Aware
Driving Conversions
Triggering Conversations
What Makes Social Media Marketing Different?
Social Media Marketing Is a Cheap Alternative to Traditional Marketingwith High Returns
Where is my return on investment?
Measuring success
A Brief Introduction to Social Media Portals
Social News Sites
Social Bookmarking Sites
Social Networks
Everything Else
The Web As a Means of Giving Consumers a Voice
Its Time to Join the Conversation
Content Is Not King (Not by Itself, at Least)
Are You Ready for Social Media Marketing?
You Must Be Willing to Give Up Control of the Message
You Must Be Willing to Dedicate Time and Energy to Achieve These Goals
So Whats Next?
Summary
2. Goal Setting in a Social Environment
The Hurdle: Overcoming Fear About an Uncontrolled Message
Transparency Is Critical
Listening Is Required
Asking the Right Questions: Setting Goals for Your Campaign
Increased Traffic
What does increased traffic do for you?
Theres just one catch
Increased Brand Awareness
Improved Search Engine Rankings
Reputation Management
Increased Sales in Your Product or Service
Established Thought Leadership
Social Media Marketing Scenarios
Scenario: An online publication seeks additional page views and traffic
Scenario: You have a product and want to get the word out
Scenario: A search for your company name yields negative pages listed in the first four search results
Scenario: Youre an expert on a particular subject and want to share your advice with the world
Making Your Goals SMART
Specific
Measurable
Attainable
Realistic
Timely
Researching Your Social Media Community
Who Is Likely to Buy My Product or Participate in My Service Offering?
What Websites Are They Visiting Online?
What Are People Saying About My Business and My Competitors?
What Tools and Services Does My Target Audience Use on a Regular Basis?
What Kind of Content Does My Audience Prefer to Read?
Formulating Your Strategy
Are You Ready to Handle Possible Negative Backlash?
How Will My Employees Integrate Social Media Strategy into Their Day Jobs?
Are You Willing to Take Risks and Experiment?
When Should I Pursue Social Media Marketing?
Summary
3. Achieving Social Media Mastery: Networking and Implementing Strategy
When Is It Appropriate Not to Respond at All?
How Do You Monitor the Conversation?
Free Tools
Paid Tools
Other Channels
Youre ListeningWhat Now?
Make Sure Youre Being Real!
Planning Your Social Media Strategy
Determine Your Desired End Result
Determine Your Resource Needs
Brainstorm with Your Team
Mind mapping
Navigate the red tape
Networking Within a Social Medium
Understanding and Listening to Your Audience
The Newcomers Parable
Help Your Friends
The Importance of Giving
Community Managers
Power Accounts
Ten Commandments of Power Account Submitters
#1: Thou shalt distinguish thyself with an avatar
#2: Thou shalt be genuine
#3: Thou shalt network
#4: Thou shalt submit high-quality stories to the social sites
#5: Thou shalt be fast
#6: Thou shalt study the sources that have achieved greatness on social sites to understand what the community likes
#7: Thou shalt dedicate time to the task
#8: Thou shalt help thine friends
#9: Thou shalt use consistent account names over all social networks
#10: Thou shalt use other social networks for inspiration
Should I Become a Power User?
Summary
4. Participation Is Marketing: Getting into the Game
The Cluetrain Manifesto: Markets Are Conversations
The Participation Is Marketing Phenomenon
Participation Is Marketing for Public Relations Professionals
Graco Baby Case Study: Participation Is Marketing Translates to Brand Awareness and Exposure
Tyson Foods Case Study: We Have a Blog and Well Use It for Good
The Home Depot Case Study: Tapping into the Mindshare of Valued Customers
Caminito Argentinean Steakhouse Case Study: The Steakhouse That Engages Online Everywhere
Reputation Management
Network Solutions Case Study: Reputation Management by Listening
Reputation Management Monitoring: 12 Reputations You Should Monitor Online
Considering a Reputation Management Strategy
Summary
5. Using Blogs to Communicate, Influence, and Learn from Your Constituents
A Short History of Blogging
The History of Blogs, 19982009: Who Is Writing and Who Is Reading?
Blogs As Online Influencers
How Blogs Are Consumed
Direct Hits
RSS
Blogs via Email
A Beginners Guide to Blog Platforms
Features and Functionality
Blogging Platforms
What Software Should You Use?
Writing for Blog Audiences
Crafting the Blogs Voice
Techniques and Tactics
Use visual elements to capture attention
Keep it clean and to the point
Link to appropriate sources
Write powerful headlines
Provide reader-friendly lists
Write informative how-to articles
Use storytelling to your advantage
Use interviews to encourage engagement credibility
Write reviews of relevant products or services
Use regular features to build a following
Listen to your readers
Dont abandon your readers
Content Strategies for Bloggers: How to Find Inspirational Content
Google Alerts
Other blogs
Blog search
Social bookmarking
News stories
Google Trends and Insights
Blog Enhancements That Work
Widgets
Visuals
Videos
Comments
Involve Your Audience
Ask your readers
Utilize contact forms
Keep the comments open
Hold regular contests
Run polls and surveys
How Blogs Are Discovered
Blog Directories
Blog Carnivals
Memes
Social Media
Writing Projects
What to Do If Your Corporate Policy Disallows Blogging
Get Other Bloggers to Talk About You
Develop a Corporate Social Media Strategy
Corporate Social Media Strategy for Blogging
Summary
6. Microblogging Magic: How Twitter Can Transform Your Business
A History of Twitter
Twitter for Business Is Born
Using Twitter
How to Achieve Business Goals Through Twitter
Using Twitter to Generate Sales: The Big Guns
Using Twitter to Generate Sales: The Smaller Companies
Using Twitter for Customer Service
The Comcast story
The JetBlue story
Using Twitter for Brand Awareness
The Zappos story
Using Twitter for Client Acquisition
The Verizon story
Using Twitter As an Official Communications Channel
Other Business Uses of Twitter
Build a Personal Brand and Establish Thought Leadership
Get Feedback Instantly
Network with Like-Minded Individuals
Job-Hunt, Organize Events, and More!
Tools of the Twitter Trade
Twitter Clients
URL Shorteners
Twitter Trends
Twitter Personal Statistics
Searching for People to Follow
Maintaining (or Scrapping) Friendships
Twitter Search
Mobile Applications
Summary
7. Getting Social: Facebook, MySpace, LinkedIn, and Other Social Networks
Introduction to Social Networking Sites
Facebook: The Digital You
Profile Customization and Blog Posts
The Facebook Product Page: Aligning with Your Favorite Brands
Personalizing your Facebook Page
Sharing your Facebook Page with your company
Sharing your Facebook Page with the community
Paid Advertising on Facebook
Facebook Groups, User Profiles, or Fan Pages?
Facebook Applications for Marketing
MySpace: Personalized Connections
Creating Your MySpace Profile
Adding a Blog to Your Profile
Networking and Broadcasting Your Profile to the World
Dont Be Forgotten!
Is MySpace Marketing Worth It?
Getting Professional with LinkedIn
LinkedIn Answers: Showing Off Your Expertise
Recommend Experts
LinkedIn User Groups: Connecting Users Based on Interests and Associations
Considerations when creating a LinkedIn group
Communication within LinkedIn groups
LinkedIn Company Groups
LinkedIn Applications
LinkedIn DirectAds
The Big Social Networks Abroad
Summary
8. Informing Your Public: The Informational Social Networks
Human-Edited Social Search
Wikipedia: The Living Encyclopedia
Structure of a Wikipedia entry
Article text
Discussion
History
Other Wikipedia features
Wikipedia social media optimization
Use caution when editing Wikipedia
Wikipedia is not an appropriate place to build links
Avoid spamming on Wikipedia: You will get caught
The contents of Wikipedia belong to the public
Build relationships
Mahalo: The Best of the Web
The structure of Mahalo
Contributing to Mahalo
Mahalo Greenhouse: Curating a search page
Mahalo Social: The community of contributors
Mahalo Answers: Ask and ye shall find
Choosing the Best Answers: Using Yahoo! Answers for Social Media Marketing
Promote Your Business on Yahoo! Answers
Give Back to the Community
Find Questions to Answer
Associate Yourself with Your Business
Youre Encouraged to Self-Promote!
Keep Abreast of the Latest Questions, and Answer Away
Other Q&A Websites to Be Considered in a Social Media Marketing Strategy
Knowledge Is Power
Create Your Own Wiki
Summary
9. Leaving Your Mark: How to Rock the Social Bookmarking Space
A Timeline: The Past, Present, and Future
The Past: Bookmarking Without the Help of Social Sites
The Present: Socially Shared
The Future: A Likely Integration into Search Results
Using Social Bookmarking Sites
StumbleUpon: A Content Discovery Engine with Bookmarking Features
Signing up with StumbleUpon
Using StumbleUpon: Toolbar basics
Sharing your content with all your friends in one fell swoop
Stumbling and reviewing content
Understanding a StumbleUpon user page
Interacting with tags
delicious.com: One Social Bookmarking Site to Rule Them All
How delicious.com aids in understanding your brand
How delicious.com aids in content discovery
Social media marketing and delicious.com: What you need to know
Diigo: A Promising Contender for the Researcher
Other Social Bookmarking Sites
Mento: A Small but Promising Tool
Twine: Interest-Based Information Discovery
Mister Wong: Multilingual Social Bookmarking
Summary
10. Social News Brings You Page Views
The Wisdom of Crowds
Social News Is Social
What Is Social News?
What Are Social News Websites?
Factors That Influence Social News Front Page Promotion
The user
The diversity of voters
The number of votes
Speed of votes
The storys category
The number of negative votes
The number of comments received
The time the story was submitted
Winning on Social News Sites
Build your power account
Build the right content
Can social news promotion really further my social media marketing goals?
The Big Players in Social News
General Social News Sites
Digg
reddit
Mixx
Shoutwire
Propeller
Fark
Yahoo! Buzz
socialmedian
Topical Social News Sites
kirtsy
Tipd
Sphinn
Slashdot
Hacker News
Small Business Brief
WeHeartGossip
DesignFloat
Care2
The Pros and Cons of Social Bookmarking and Social News
Summary
11. New Media Tactics: Photography, Video, and Podcasting
Using Your Pictures to Market Yourself
Flickr: Your One-Stop Shop for Image Sharing
Signing up for a Flickr account
Flickrs community features
Creative Commons: Licensing your images for sharing
The popularity of your pictures: Flickrs statistics
Marketing on Flickr
Other Photo-Sharing Contenders
Photoblogs and Galleries: Dedicated Portals for Images
Pixelpost
Gallery
Coppermine
Beyond Stationary: The Video Marketing Guide
Marketing on YouTube
Creating your video
Tips to promote your video on YouTube
Find out how your video is performing
Other Video-Sharing Sites
The Art of Videoblogging
Evangelizing Content Producers Through Photos and Video
The Emergence of Podcasting and the Podcast Today
How Do I Start My Own Podcast?
How Do I Promote My Podcast?
Summary
12. Sealing the Deal: Putting It All Together
Identification: Telling People Who You Are
The Social Media Workflow
Revisiting Return on Investment
Reach
Frequency and Traffic
Influence
Conversions and Transactions
Sustainability
Am I Done Yet?
Committing Yourself for the Long Term
Never Stop Listening
Remember the Community
Strategizing in Social Media Communities
Your Blog Is Your Hub of Communication
Build Your Brand on Other Social Properties
Keep Your Options Diverse: Dont Fixate on One Community
Adopt a Social Media Mindset
Build Those Strong Relationships
Thinking Outside Social Media Communities: Face-to-Face Interactions
Fostering Creativity Online
Viral Strategy #1: Lists
Viral Strategy #2: The Quiz or Questionnaire
Viral Strategy #3: Participatory and Interactive Video or Games
Viral Strategy #4: Tell a Story with Images
Viral Strategy #5: Build a Tool
Viral Strategy #6: Teach Your Users How to Do Something
Encourage Old-School Tactics, Too
The Bottom Line
Summary
A. The Ultimate Social Media Etiquette Handbook
Facebook
Twitter
LinkedIn
Social NewsDigg, Sphinn, Mixx, Reddit, Tipd (and a Whole Load of Related Sites)
FriendFeed
YouTube
StumbleUpon
Blogging and Commenting
Other Social Sites
Finally, a Word on Social Media Etiquette in General
Conclusion
B. Recommended Reading
Recommended Books
Blogroll
Index
About the Author
Colophon
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