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Perspectives on Social Media Marketing Paperback – October 4, 2010

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Editorial Reviews


"Bough and Agresta offer a radically different view than traditional marketers of what it takes to connect a brand with consumers today. In this Perspectives version, the authors explain that social media is about conversations, not campaigns. It is an insightful and practical guide for anyone that struggles with using social media to better communicate with credibility to today's public. Using colorful examples and specific tips, this page turner answers the endless questions we all have about being effective in the digital space." -Julie Hamp, Chief Communications Officer, PepsiCo

"You want to meet people who are in the thick of defining this new space? Agresta and Bough are on the front lines. They spend their days convincing the big dogs that this is THE game. Learn from them, or reinvent the wheel…" -Chris Brogan, New York Times best-selling author of Social Media 101

"The true promise of social media lies in the balance between online and offline relations and the investment businesses make in each. Stephanie and Bonin are walking examples of this balance and we can all learn from them, including me.." -Brian Solis, author of The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

"If you need guides to lead you through the dark woods of social media, you couldn't be in better company than Stephanie and Bonin. Their advice and real-life examples will light the path for you." -Charlene Li, author of Open Leadership and founder of the Altimeter Group

"There's a whole lot of talking in social media and the new web, and what I love about Bonin and Steph is that they're two of the few people that are actually doing the doing..." -Gary Vaynerchuk, co-founder of VaynerMedia and best-selling author of Crush It

About the Author

Stephanie Agresta has been a force in the online marketing industry for nearly 15 years. An expert in social media, affiliate program management, and Web2.0 strategies, she is a sought-after speaker at industry events. Her mission is to connect people, ideas, products, and services using digital technology in new and inventive ways. Agresta started her career with iVillage, a women-focused web destination and one of the first websites to build community online. She went on to hold prominent sales, marketing and business development roles with Internet powerhouses such as Barnes & Noble.com, Register.com and SpaFinder. With Commerce360, a search marketing firm funded by First Round Capital, she launched an Affiliate Marketing Division and served on a management team alongside nationally recognized technology executives. She's currently Global Director of Digital Strategy and Social Media at Porter Novelli, a leading PR firm.

B. Bonin Bough is the Global Director of Digital and Social Media at PepsiCo. In this role, he oversees digital strategy and the implementation of social media tools and techniques across the company. Bough has been instrumental in integrating social media and the "online conversation" into PepsiCo's overall brand vision, engaging online consumers, and tracking behavior and trends that the brand can leverage successfully. Previously, Bough was the Executive Vice President and Director of Weber Shandwick's global interactive, social, and emerging media practice, leading strategic programming for the agency's top clients, including MasterCard, Federation of Colombian Coffee Growers, BestBuy, Electrolux, Ambien, MAC Aids Fund, and Honeywell. Prior to this, Bough was a founding member and Senior Vice President at Ruder Finn Interactive (RFI) and ran the interactive strategy unit for eight years. Bough's achievements in the world of interactive marketing have won him numerous awards, including a Webby, Stevie, Golden Pencil, Sabre, Big Apple, Com Arts, and SXSW Viewers Choice for MrPicassoHead.com.

Jay Miletsky is CEO and executive creative director of Mango(formerly PFS Marketwyse), a leading marketing communications agency in the New York metro area. His marketing work has included successful consultation and campaigns for companies including Hershey's, AmerisourceBergen, Emerson Electric, JVC, The Michael C. Fina Company, and more. Miletsky is a featured speaker for numerous companies and seminars as well as a guest lecturer for universities. He is the author of 10 books, including Perspectives on Marketing and Perspectives on Branding, and he blogs regularly at jaymiletsky.com and getperspectives.com. You can follow him on Twitter at http://twitter.com/jaymiletsky.
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Product Details

  • Series: Perspectives
  • Paperback: 304 pages
  • Publisher: Cengage Learning PTR; 1 edition (October 4, 2010)
  • Language: English
  • ISBN-10: 1435456521
  • ISBN-13: 978-1435456525
  • Product Dimensions: 9 x 6.1 x 0.7 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #919,157 in Books (See Top 100 in Books)

More About the Author


A pacesetter in digital media for nearly 15 years, Stephanie Agresta leads digital strategy and social media campaign development for the global public relations firm Porter Novelli. In this role, she is instrumental to developing digital media initiatives for some of the world's largest brands, including Microsoft, Windows Mobile, PepsiCo, Hewlett Packard and P&G.

Stephanie led the effort to make Porter Novelli the Digital Agency of Record for Bel Brands. She also secured AOR relationships with Blog World and New Media Expo, as well as partnerships with Twestival, Internet Week and Social Media Week, for which she serves on the Global Advisory Board.

Prior to joining Porter Novelli, Stephanie founded Stephanie Agresta Consulting, a digital media and marketing firm with numerous successes in forging partnerships with digital thought leaders and emerging technology companies. In 2008 she launched "Bloggers Lounge,"
a networking hub for digital media influencers at the annual SXSW Music and Media Conference. That same year she partnered with Brian Solis, author of P.R. 2.0, to found the leading social media event brand The TechSet.

Stephanie began her career with iVillage.com, one of the first sites to build an online community. She went on to hold prominent sales, marketing and business development roles with Internet powerhouses such as Barnes & Noble, Register.com and SpaFinder.

A popular speaker at industry events, Stephanie has sat on panels at Web2Expo, Blog World, SXSW, BlogHer and Mashable conferences. She was recently appointed to the Board of Directors of the Social Media Advertising Consortium (SMAC), where she serves alongside executives from Ford, IBM, Intel, Pepsico and Razorfish.

Stephanie was named to PR Week's "40 Under 40" for 2010. Her first book, Perspectives on Social Media Marketing, co-authored with B. Bonin Bough of Pepsico, is set for release in October 2010.

Customer Reviews

Top Customer Reviews

Format: Paperback Vine Customer Review of Free Product ( What's this? )
I like the two perspectives presented in this book. The book is written in a Q&A format, so the reader can feel like they are in the room with an expert answering directly to them. This is a good reference book to have handy to look up questions by topic. I marked up the book a lot to make things even easier to find. I would say this could be for people just creating a web site for the first time, but more likely it is for those who have a site and are trying to get better at keeping up with a current marketing plan online.

The book will help businesses see how to refine their use of social media, and also really helps the decision maker see what time and manpower it will probably take to keep up with this marketing. Many individuals have accounts on Facebook, Twitter, LinkedIn, etc., but to actually use them to attract business and connect with a business audience and customers is a whole other animal.

The book made me think: what businesses can most effectively use social media and how? Can lawn services? Realtors? Dentists? Therapists? Chiropractors? Surgeons? Hair salons? Lawyers? Public schools? Many businesses lend themselves to jumping in and connecting via social media. Others that I just mentioned would need to consider the time and attention/maintenance needed to keep up with tweeting, posting, and other connections.

I think any business owner or marketing department would benefit from having this book around to continually consider how to get more connected. The book can definitely help you see what little things can help your business be more current, and also what things to avoid. For example, some companies very successfully allow and encourage their employees to use social media to connect with customers.
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Format: Paperback
Let's be honest here. The market for social media books these days is saturated. So, why buy this one? Here's why: this book benefits from multiple perspectives on different social media-related subjects. You're not just getting the perspective from the client side; you're getting the agency side as well. They tackle issues from different points of view and often disagree. Ultimately, this book is much more than a simple 'how to' guide for social media. It's not hard to "do" social media, but it is hard to do it right. Bough and Agresta show that there's no one "right" way to blog, engage with customers, create meaningful videos, etc. There are, however, the "right" questions to ask. This book covers them. You won't be disappointed.
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Format: Paperback Vine Customer Review of Free Product ( What's this? )
I enjoy Stephanie Agestra's blog and articles I've read over the years and she's ideally placed to write a book like this. With such a new and changing topic, the authors wisely take the approach of exploring issues around social media than providing a specific road map for readers. The question/answer format definitely covers a considerable amount of material and I'd recommend this for anyone looking to create or develop their business' social media presence. Since there's no one way to employ social media that works for every organization, this book suggests there are good questions to ask to help you develop your plan.
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Format: Paperback
Although "Perspectives on Social Media Marketing" is written by Stephanie Agresta of Porter Novelli who has developed social media initiatives for large brands like Microsoft, PepsiCo and P&G and B. Bonin Bough who oversees digital strategy for PepsiCo, the book has lots to offer smaller companies who don't quite have the product exposure or the big name.

Keep in mind that this book will not tell you how to go about your Social Media campaign; instead it will give you all sorts of reasons as to why you actually need it. Written for those who are not quite social media savvy, the book presents an entire section with 21 different topics on understanding exactly what social media is, defining its powerful impact on marketing strategies and comprehending how it has altered the consumer's buying cycle. The second portion of the book consists of 35 topics that concentrate on implementing strategy from an analysis standpoint looking at overall costs, management hours and other details that will impact your business's costs in time and money. Seventeen sections follow on tactical implementation where the pros and cons of tweeting, blogging, facebooking and widgeting are discussed. Part Four looks at eleven subjects that consider how to measure the success of your social networking campaign. The last part contains five just for fun commentaries that look at the future of social media. The authors pretty much cover the entire spectrum of queries from the perspective of the inquiring boss looking to cut costs and marginalize profits.

"Perspectives on Social Media Marketing" is formatted like a giant FAQ page.
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Format: Paperback Vine Customer Review of Free Product ( What's this? )
Perspectives on Social Media Marketing by Bonin Bough & Stephanie Agresta agree, on some parts of their industry and completely disagree on other areas, in any case their views offer a pleasant look into an emerging industry that needs a closer perspective...or two.
In Perspectives the two authors answer 89 thought-provoking questions that surround the most important aspects of the Social Media marketplace. Some questions are commonplace such as "What tools are `must haves' for everyone social media marketing offer?" and "What are the most successful social media campaigns ever run?" While other questions are much more specific; "What accounts for success in a social media marketing campaign?" "What are the five most important tips for using Twitter on communications strategies?"
Those questions are answered independently of each author (on a non-collaborative) basis, which helps the book offer two unique voices that both show where the industry is headed, while disagreeing in some cases on how it has and will get to it's next destination.
I found much of the book to be a great beginners guide to social media, for example, having run campaigns for Microsoft, PepsiCo and Windows Mobile among other major organizations, Agresta is able to show examples of successful campaigns, while explaining what works in those campaigns and what could have worked better. I found her big business examples to be well thought out and even with their complexity Stephanie broke down their ROI (Return On Investment) into simple to understand statements that provided case in point examples of what social media operators may want to try for their own campaigns.
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