Social Media Marketing For Dummies - 1st System

[Pages:130]Compliments of

Dell & Intel Edition

Social Media Marketing

Learn to:

? Apply social influence to your online marketing campaign

? Select the right social media sites for your business

? Update your Web site for the social media world

? Measure the results of your efforts

Shiv Singh

Dear Business Owner,

Dell Canada and Intel Canada are presenting you with this guide to Online Social Media Marketing because each of our businesses is strengthened by the value of the relationships we build online, and we'd like to help your business to do the same.

The Internet is becoming the primary means for a prospective buyer to evaluate a business' products or services and online social media communities like Facebook, LinkedIn, or Twitter rank high on web searches because they are so frequently used. However, too many businesses are not aware of what's being said about them or even know how to start an online conversation with their customers.

Both Dell and Intel rely on online social media marketing as a strategy for collaboration and building relationships with our customers. We welcome you to participate in our online communities and encourage you to plan out your own social media marketing strategy.

The knowledge you can gain from this book will also help you to harness your investment in Dell and Intel technology for business growth. We look forward to sharing in your success.

Sincerely,

Dell Canada, Dell PartnerDirect, and Intel Canada

P.S. Participate in our online communities at communities. and communities. .

Social Media Marketing

FOR

DUMmIES

by Shiv Singh

John Wiley & Sons Canada, Ltd.

Social Media Marketing For Dummies?

Published by John Wiley & Sons Canada, Ltd. 6045 Freemont Boulevard Mississauga, Ontario, L5R 4J3

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About the Author

A recognized digital marketer, Shiv Singh has been with Razorfish () since 1999, and he has worked in the Boston, New York, San Francisco, and London offices. As the company's VP & Global Social Media Lead, Shiv helps the agency introduce its clients, such as Carnival Cruise Lines, Microsoft, Citibank, Ford Motor Company, Panasonic, Novartis, and Starwood, to social influence marketing. And he shows them how to incorporate social media and social technologies to support marketing and business objectives. His role also includes capability development, developing strategic partnerships, leading thought leadership efforts, and encouraging experimentation with social media across the agency.

Shiv has been published widely, and he has spoken at conferences such as South by Southwest Interactive, the Direct Marketing Association's Leader's Forum, OMMA Global, O'Reilly Graphing Social Patterns, the ARF Annual Summit, and the Social Ad Summit. He has also been quoted in the Wall Street Journal and by Reuters, Associated Press, Adweek, Ad Age, and several other noted publications discussing digital strategy and social influence marketing.

Publisher's Acknowledgments

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Acquisitions and Editorial

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John Wiley & Sons Canada, Ltd. Bill Zerter, Chief Operating Officer Karen Bryan, Vice-President, Publishing Services Jennifer Smith, Publisher, Professional and Trade Division Alison Maclean, Managing Editor

Publishing and Editorial for Consumer Dummies Diane Graves Steele, Vice President and Publisher, Consumer Dummies Kristin Ferguson-Wagstaffe, Product Development Director, Consumer Dummies Ensley Eikenburg, Associate Publisher, Travel Kelly Regan, Editorial Director, Travel

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Table of Contents

Introduction....................................................... 1

About This Book ........................................................................ 1 Foolish Assumptions ................................................................. 2 How This Book Is Organized .................................................... 2

Part I: Getting Social with Your Marketing ................... 3 Part II: Putting SIM into Action....................................... 3 Part III: The Part of Tens ................................................. 3 Icons Used in This Book............................................................ 3

Part I: Getting Social with Your Marketing .......... 5

Chapter 1: Understanding Social Influence Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Defining Social Influence Marketing ........................................ 8 Understanding the fundamentals of influence............. 9 Considering the types of influencers .......................... 10 Influencing on digital platforms................................... 12

Comparing Social Influence Marketing with Other Marketing Efforts.................................................................. 14 Direct mail ...................................................................... 14 Public relations .............................................................. 16 Display advertising........................................................ 17 Promotions ..................................................................... 20

Chapter 2: Marketing via Niche Networks and Online Influencers . . . . . . . . . . . . . . . . . . . . . . . . .21

Exploring the Niche Social Networks .................................... 22 Finding the Right Social Platforms......................................... 23

Classifying the social platforms................................... 24 Understand your customers ........................................ 25 Research the platforms................................................. 26 RFP the vendors............................................................. 29 Evaluate and plan strategically.................................... 31

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