Shiv Singh - Social Media Marketing For Dummies

6 Part 4: Getting Your Message to Connectors Chapter 17: Marketing to Millennials Learning About Millennials Understanding What Millennials Want from Brands Recognizing Millennials Shopping Habits Succeeding with Millennials Chapter 18: Accounting for the Influencers Knowing the Expert Influencers Reaching the Expert Influencers Tapping into the Referent Influencers Reaching the Referent Influencers Tapping into the Positional Influencers Translating Influence to the Offline World Chapter 19: Disrupting with Voice Search Understanding Voice Search Interacting with Voice Assistants Discovering What Customers Want Providing Answers Getting Your Content Ready Chapter 20: Utilizing Messaging Apps Looking at Messenger Setting Up Messenger Understanding Chatbots Deploying WhatsApp from Facebook

7 Part 5: Old Marketing Is New Again with SMM Chapter 21: Practicing SMM on Your Website Focusing on the SMM-Integrated Website Making the Campaign and the Website Work Together Rethinking Your Website Tips and Tricks for Website SMM Chapter 22: Becoming an Authentic and Engaged Advertiser Social Advertising: An Online Advertising Game Changer Native Advertising and How It Can Work for You Making Paid and Earned Media Work Together Making SMM Work with TV Chapter 23: Building an SMM Mobile Campaign Looking at Consumer Trends in Mobile Understanding the Many Paths within the Mobile Channel Keeping in Mind Mobile Phone Capabilities Fitting Mobile into Your Social Media Practices Building Your Own Mobile-Enabled Communities Adding Social Media Elements to Mobile Harnessing Mobile to Support Social Media Deciding When to Build a Mobile App Chapter 24: Encouraging Employees to Advocate for Your Brand on Social Media Embracing the Idea of Employee Collaboration Picking Social Software for Social Influence Rethinking the Intranet Chapter 25: Changing Tactics and Metrics Correlating Data with Business Objectives Focusing on the Tactics That Count Rethinking the Customer Experience Integrating Marketing Technology with Analytics Systems Deploying AI Tools Chapter 26: Understanding Social Media Governance Recognizing How SMM Impacts Other Company Functions Introducing Social Media Governance Models Dealing with a Social Media Crisis Chapter 27: Using Real-Time Marketing Introducing Real-Time Marketing Organizing for Real-Time Marketing Taking TV into Real-Time Marketing Chapter 28: Data and Privacy Knowing What Data You Have to Play With Harnessing Data & Privacy Best Practices Understanding New Data and Privacy Laws So What Does This All Mean for Your Marketing Effort?

8 Part 6: The Part of Tens Chapter 29: 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 Chapter 30: Ten Top SMM Tools Buffer BuzzSumo Facebook Insights Followerwonk Hootsuite Later Mention SproutSocial Tailwind Tweepi Chapter 31: 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

9 Index

10 About the Authors

11 Connect with Dummies

12 End User License Agreement

1 Chapter 3 TABLE 3-1 Notable Online Firestorms

2 Chapter 5TABLE 5-1 Brand versus SMM Voice

1 Chapter 1FIGURE 1-1: Facebook is just one example, albeit the largest, of the many media...FIGURE 1-2: The Mercedes-Benz Take The Wheel campaign.FIGURE 1-3: The Edmunds car view website.FIGURE 1-4: YouTube.FIGURE 1-5: An eBay placement ad on YouTube.FIGURE 1-6: Advertising on CNN.FIGURE 1-7: Tide’s Loads of Hope.FIGURE 1-8: Causes.com.

2 Chapter 2FIGURE 2-1: Blogs on The New York Times website.FIGURE 2-2: The Well.FIGURE 2-3: Hulu.FIGURE 2-4: Blog Search Engine.FIGURE 2-5: TweetDeck.FIGURE 2-6: Google Trends.FIGURE 2-7: Boardreader.FIGURE 2-8: AOL Video.FIGURE 2-9: Google Alerts.FIGURE 2-10: Twilert.FIGURE 2-11: SurveyMonkey.FIGURE 2-12: BlitzLocal.

3 Chapter 3FIGURE 3-1: A marketing funnel.FIGURE 3-2: Does your orange juice video belong here?FIGURE 3-3: One of Apple’s RSS feeds.FIGURE 3-4: Gap.com recommends a shirt based on what’s in the customer’s shoppi...FIGURE 3-5: The home page of Get Satisfaction.

4 Chapter 4FIGURE 4-1: Nike+ Running Monitor on Facebook.FIGURE 4-2: Savvy Auntie.FIGURE 4-3: Ford’s Facebook page.FIGURE 4-4: George Colony’s Forrester blog.FIGURE 4-5: Walmart Moms.

5 Chapter 5FIGURE 5-1: The Zappos customer service Twitter feed.FIGURE 5-2: LinkedIn post.FIGURE 5-3: Scott Monty’s Twitter feed.FIGURE 5-4: IBM’s social media standards.

6 Chapter 7FIGURE 7-1: Quantcast.FIGURE 7-2: Followerwonk.FIGURE 7-3: Coca-Cola website crash sign.FIGURE 7-4: YouTube’s sort function.FIGURE 7-5: An example of Instagram’s mobile app home page.FIGURE 7-6: CafeMom.

7 Chapter 8FIGURE 8-1: Search in Facebook for productivity apps.FIGURE 8-2: PBS Kids offers a giveaway on Facebook.FIGURE 8-3: A Facebook event.FIGURE 8-4: Facebook Login.

8 Chapter 9FIGURE 9-1: The TweetDeck website.FIGURE 9-2: Promoted Accounts on the Twitter home page.FIGURE 9-3: Promoted tweets in Twitter search results.FIGURE 9-4: Promoted Trends on Twitter.

9 Chapter 10FIGURE 10-1: Khan Academy is a customized YouTube channel.FIGURE 10-2: Tagging displayed on a video clip.FIGURE 10-3: The Old Spice guy video.FIGURE 10-4: The Dove Portraits video.FIGURE 10-5: A home page ad on YouTube.

10 Chapter 11FIGURE 11-1: The LinkedIn home page.FIGURE 11-2: Choosing an open or closed group.

11 Chapter 12FIGURE 12-1: Cartier on Instagram.FIGURE 12-2: Icons at the bottom of the mobile device’s screen.FIGURE 12-3: Instagram blog.FIGURE 12-4: Warby Parker on Instagram.FIGURE 12-5: Warby Parker’s Buy a Pair, Give a Pair program shows how children ...

12 Chapter 13FIGURE 13-1: The Snapchat interface.

13 Chapter 14FIGURE 14-1: Categories on Pinterest.FIGURE 14-2: Creating a board on Pinterest.FIGURE 14-3: Martha Stewart on Pinterest.FIGURE 14-4: L.L.Bean on Pinterest.FIGURE 14-5: Editing your board to add pinners.FIGURE 14-6: Cover picture and title of a board.FIGURE 14-7: The Sony home page on Pinterest.FIGURE 14-8: A Promoted Pin.

14 Chapter 15FIGURE 15-1: Signing up for Tumblr.FIGURE 15-2: Choosing to edit appearance.FIGURE 15-3: IBM categories on Tumblr.FIGURE 15-4: Adding an extension to your browser.FIGURE 15-5: The Tumblr blog dashboard.FIGURE 15-6: Menu options.FIGURE 15-7: Your media options.FIGURE 15-8: Posting an audio on Tumblr.FIGURE 15-9: The post stream of a Tumblr blog.FIGURE 15-10: Scheduling a post.FIGURE 15-11: Who follows you?FIGURE 15-12: Recommended blogs.

15 Chapter 16FIGURE 16-1: Searching top publications on Medium with Smedian.FIGURE 16-2: Larry Kim’s profile on Medium.FIGURE 16-3: One of Buffer’s profiles on Medium.FIGURE 16-4: Searching for subreddits about digital marketing.FIGURE 16-5: Snoopsnoo.FIGURE 16-6: TrackReddit.FIGURE 16-7: Guesse’s #InMyDenim challenge.

16 Chapter 17FIGURE 17-1: The Zipcar home page.FIGURE 17-2: Millennial Marketing’s research on Millennials.FIGURE 17-3: Target and Jockey launch the Jockey Generation line.FIGURE 17-4: Birchbox subscription service home page.

17 Chapter 18FIGURE 18-1: Buzzsumo influencer search page.FIGURE 18-2: Social media share functionality in use on a blog.FIGURE 18-3: The Facebook Live home page.

18 Chapter 19FIGURE 19-1: The Unilever flash briefing for Hellman’s Mayonnaise.FIGURE 19-2: The Estee Lauder Google Action for Ask Liv.FIGURE 19-3: Flash Briefings instructions.FIGURE 19-4: Google Action instructions.