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Perspectives on Social Media Marketing Paperback – October 4, 2010
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"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
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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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.
Top Customer Reviews
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.Read more ›
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.Read more ›
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.Read more ›
Most Recent Customer Reviews
Needed it for class but really didn't teach me anything new. Came in so-so condition but it was more or less a throw away after class was done.Published 6 months ago by Josh
This book is great. It has lots of information and is laid out in an easy to read format. The small sections made it great for picking up in between meetings or while waiting for... Read morePublished 15 months ago by J. Sullivan
I kept wanting to find something that was a great insight to take away from reading this book.
Unfortunately it delivered only what the title suggests.... Read more
Perspectives on Social Media Marketing was an excellent resource as our company was expanding our marketing efforts into social media. Read morePublished on March 13, 2012 by midnight122
The book was perfect. Brand new and clean. It arrived within the next 2 days and was exactly as described on the site.Published on January 30, 2012 by Ziggy
I got this book as a part of the Amazon Vine program, it was really spot on for me as I design websites and promoting a website via twitter/facebook and all the other avenue's of... Read morePublished on March 24, 2011 by Brandy Fortune
The World Wide Web has only been around for a decade and a half. It's perhaps the most powerful tool ever put into the hands of so many people, and in the short time it's been... Read morePublished on February 22, 2011 by Warren Holzem
In this book, the Brand and Agency perspectives on social media are featured by B. Bough and Stephanie Agresta. Read morePublished on February 7, 2011 by Taylor Ellwood