Social Media Marketing: The Next Generation of Business Engagement [Paperback]

Dave Evans (Author), Susan Bratton (Foreword), Jake McKee (Contributor)

Book Description

Publication Date: October 12, 2010

How to implement social technology in business, spur collaborative innovation and drive winning programs to improve products, services, and long-term profits and growth.

The road to social media marketing is now well paved: A July 2009 Anderson Analytics study found 60% of the Internet population uses social networks and social media sites such as Facebook, MySpace, and Twitter. Collaboration and innovation, driven by social technology, are “what’s next.”

Written by the author of the bestselling Social Media Marketing: An Hour a Day in collaboration with Jake McKee,  Social Media Marketing: The Next Generation of Business Engagement takes marketers, product managers, small business owners, senior executives and organizational leaders on to the next step in social technology and its application in business. In particular, this book explains how to successfully implement a variety tools, how to ensure higher levels of customer engagement, and how to build on the lessons learned and information gleaned from first-generation social media marketing efforts and to carry this across your organization.

This book:

• Details how to develop, implement, monitor and measure successful social media activities, and how to successfully act on feedback from the social web
• Discusses conversation-monitoring tools and platforms to accelerate the business innovation cycle along with the metrics required to prove the success of social technology adoption
• Connects the social dots more deeply across the entire organization, moving beyond marketing and into product development, customer service and customer-driven innovation, and the benefits of encouraging employee collaboration.

Social media has become a central component of marketing: Collaborative, social technology is now moving across the organization, into business functions ranging from HR and legal to product management and the supply chain. Social Media Marketing: The Next Generation of Business Engagement is the perfect book for marketers, business unit managers and owners, HR professionals and anyone else looking to better understand how to use social technologies and platforms to build loyalty in customers, employees, partners and suppliers to drive long term growth and profits.

Editorial Reviews

From the Back Cover

Drive change with social CRM and collaborative social applications

If your organization is using Twitter, Facebook, and other social media, you're already building a formidable marketing and customer relationship management (CRM) system in the social mediasphere. Now it's time for the crucial next step—opening your business up to the collective ideas of those customers and stakeholders and putting their ideas into action. In short, building a business powered by social technology. This detailed guide shows you how.

Building on the principles in his bestselling book, Social Media Marketing: An Hour a Day, social media thought leader Dave Evans shows you how to participate in social media at a business level, taking customer engagement and collaboration to new levels to improve your company's products, services, and bottom line.

• Understand the new social business ecosystem and how it affects your current and future business

• Craft a scalable, connected social media marketing strategy that enables you to incorporate what you learn to improve your products and services

• Gear up for customer-led collaboration! Explore a host of best practices for involving your social contacts in product design

• Discover software and analytical tools from firms like Radian6, Sysomos, BuzzStream, Rapleaf, Lithium Technologies, Socialtext, Microsoft, IBM, and others to help you monitor and?quantify your social business

• Think analytics, analytics, analytics—see how to select and use social metrics, analyze results, and produce solid insights as you implement a social media–based business plan

• Find out how other companies implement, manage, and monitor their social business strategies, including consumer-facing firms like Philips and New Belgium Beer, nonprofit organizations like Found Animals of Los Angeles, and the business-to-business units of American Express and Element 14

• Work through practical, hands-on exercises, develop a library of top-notch thinkers and resources, and positively build your own professional skills in this exciting new area

"Dave provides a practical approach for leaders who want to harness the power of social media to cost-effectively transform their businesses and catapult themselves ahead of the competition. At the same time, Social Media Marketing: The Next Generation of Business Engagement is extraordinary because it is a fun, genuine, and inspiring resource that sets a new standard for social media insights."—Ian Giles, Vice President, Strategic Services, Thindata 1:1, Toronto

"Dave takes social media from concepts and theory to concrete, simple steps that make it easy to implement social technology in your business."—Marco Roncaglio, Director of Online Marketing, Personal Care, Philips Consumer Lifestyle, Amsterdam

"Rigorous, measurable quality improvement is critical for getting social media and word-of-mouth working for your business. Dave's book highlights quality programs that work and shows you how to implement them in your business."—Jeff Turk, CEO, Formaspace, Austin, TX

About the Author

Dave Evans is a social media innovator with a passion for tapping the power of the Social Web and related technologies and applying them to business. Beginning in 1994, when he founded the marketing consultancy Digital Voodoo, and continuing through his career in advertising, Dave has worked with clients around the world including Philips, Pepsi, Dell, Intel, and others. He also served in the strategy and consulting group of Austin's GSD&M, working with clients such as Southwest Airlines, Wal-Mart, and the PGA TOUR. Dave has also been a member of the Advisory Board of ad:tech and the Research and Measurement Council of WOMMA.

Product Details

• Paperback: 408 pages
• Publisher: Sybex; 1 edition (October 12, 2010)
• Language: English
• ISBN-10: 0470634030
• ISBN-13: 978-0470634035
• Product Dimensions: 7.3 x 1.2 x 9.1 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #186,853 in Books (See Top 100 in Books)
  • #56 in Books > Computers & Technology > Business & Management > Social Media for Business

More About the Author

Dave Evans is an expert in social media marketing whose passion is tapping the power of the Social Web and applying it to business. Beginning in 1994, when he founded marketing consultancy Digital Voodoo, and continuing through his career in advertising, Dave has developed interactive communication programs for Microsoft, Hewlett-Packard, Southwest Airlines, AARP, the U.S. Air Force, AT&T, Wal-Mart, Dial, the PGA Tour, Chili's, Meredith Publishing, and many more. Dave is a ClickZ columnist and a frequent conference speaker, and has served on the advisory board for ad:tech as well as the Measurement and Metrics Council for the Word of Mouth Marketing Association.

Most Helpful Customer Reviews

6 of 6 people found the following review helpful

4.0 out of 5 stars Promise vs. Delivery - the most important concept in social business November 17, 2010

By B. Dagiantis

Format:Paperback

I've read both of David's social business books and found them very useful. You will learn a lot from his books, but you must be ready to put in the time to complete the exercises and follow up (reading additional articles, looking up experts that Dave mentions, etc).

Dave is one of few who talks about Promise vs. Delivery (marketing & operations) and the importance of holistic touch point analysis. His feedback loop for social media is right on. The information on touch points, promise vs. delivery, and social business funnel are alone worth the price of the first book.

I highly suggest reading Dave's first book, completing the exercises, and then moving on to the second book. I also recommend that you drop a copy of the second book on your Senior Marketing Manager's desk.

2 of 2 people found the following review helpful

5.0 out of 5 stars Packed with "Ah-hah" Moments March 4, 2011

By DM Willging

Format:Paperback|Amazon Verified Purchase

Social Media Marketing: The Next Generation of Business Engagement was packed with "Ah-hah" moments on every page. Dave's extensive understanding of customer expectations and behavior in the new era of social media provides immediately useful information that can be applied to build your SM strategy or improve upon your existing efforts. The book dissects complexities into understandable building blocks for readers new to the social media world, while providing valuable insights for experienced leaders in the SM space. The Hands On exercises at the end of each chapter combined with real-life examples from Pepsi, Dell, Zappos, Starbucks, etc. provide clarity and instant ideas for implementation. Additionally, all of the suggested links and resources throughout the book offer a comprehensive guide to using Social Media to transform "customer relationship management" into "customer advocacy" for any organization. Dave provides thought leadership and specific activities to intelligently shape social media efforts to maximize listening opportunities, create a community of collaboration and measure SM effectiveness. The guidance in this book will help you consistently use SM to convert your customer's comments (or complaints) into the ultimate goal: customers who are brand evangelists for your company.

2 of 2 people found the following review helpful

5.0 out of 5 stars Great book, dense with great info October 18, 2010

By J. Turk

Format:Paperback

I received my copy of Social Media Marketing this morning, and have been relishing each chapter as I read through for the first time. The book is well organized, dense with theory as well as actionable next steps that are easy for any business to implement, and is still lively and readable. Dave Evans has really outdone himself with this effort.