Description
Taylor and Francis Satellite Marketing Using Social Media To Create Engagement 2016 Edition by Kevin Popovic
Satellite marketing uses multiple social media sites as a series of marketing sub-stations or "satellites." Each satellite is a stand-alone marketing effort, which means that if and when your prospects are engaged, they are being introduced to your brand, your product and services, and your community of users. Prospects presented with a call to action through satellite marketing are more likely to act because they are actively engaged with your message. Identifying opportunities for social media within integrated marketing communications, Satellite Marketing outlines a proven process to help you create an actionable strategic plan based on measurable goals. It provides business owners, CEOs, CMOs, and sales people with a comprehensive strategy for leveraging new media and integrating it with conventional marketing tactics.Traditional marketing is still important, and the context of social media will make traditional tactics more effective. Dispelling many of the myths surrounding social media, this book will help you:Develop an effective social media strategy to boost sales and brand awarenessIdentify and target relevant marketsCreate, deploy, and maintain effective satellitesMeasure the success of your satellite marketing campaignsThe book explains why successful marketing has evolved from product-centric to customer-centric. It presents valuable lessons learned from established communications channels that apply to social media. It also details a step-by-step process to help you identify measurable goals, better understand your audience, create a strategy, select the appropriate social media, build engagement, develop a communications plan, and monitor performance.This book is written by Kevin Popovic, the Founder of Ideahaus (R). Mr. Popovic is a speaker, educator, and was recently named a Top 20 Digital Marketing Strategist for 2015 by the Online Marketing Institute. Origins of Satellite MarketingWhy It WorkedWhere Satellites Come FromReferencesEvolution of Marketing4 Ps, 7 Ps, 8 Ps: More?A Consumer-Oriented ModelThe Evolution of Marketing CommunicationsUse of Technology in Marketing CommunicationsThe Technology of PrintLessons from PrintNew MediaFrom Analog to DigitalLessons from DigitalEnter the InternetLessons from the InternetIntegrated Marketing CommunicationsThe Reality of MarketingMass Communication Creates Marketing OpportunitiesReferencesDefining Social MediaTypes of Social MediaSocial NetworkingContent SharingCollaborationThe Business OpportunityCreating Social CapitalThe People Using Social MediaSocial Media is MediaA Broader UnderstandingReferencesSeven Reasons You Should Not Use Social MediaReason #1: Your Audience Isn't ThereReason #2: Social Media Doesn't Work for Every BusinessReason #3: There Are Easier Ways to Get in Front of Your AudienceReason #4: You Don't "Get It"Reason #5: Social Media Is Not FreeReason #6: You Can't Find the ROIReason #7: Shit HappensA Fair and Balanced ReportReferencesSatellite Marketing ProcessIdentify Your GoalsUnderstand Your AudienceCreating StrategySelecting Social MediaBuilding EngagementCommunications PlanningReferencesMeasuring PerformanceExample: Measuring My SuccessBusiness-to-Consumer Case Story: Stylin OnlineIdentifying the GoalsUnderstanding the AudienceCreating the StrategySelecting Social MediaBuilding EngagementCommunications PlanningMeasuring PerformanceFrom the QuantitativeFrom the QualitativeReferencesBusiness-to-Business Organization Case Story: Bokwa FitnessIdentifying the GoalsUnderstanding the AudienceCreating the StrategySelecting Social MediaBuilding EngagementCommunications PlanningMeasuring PerformanceReferenceNonprofit Organization Case Story: AllianceHealthcare FoundationIdentifying the GoalsUnderstanding the AudienceCreating the StrategySelecting Social MediaBuilding EngagementCommunications PlanningMeasuring PerformanceReferencesGlossaryIndex