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Social Media Marketing: An Hour a Day [Paperback]

Dave Evans , Susan Bratton
4.3 out of 5 stars  See all reviews (52 customer reviews)


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Book Description

October 14, 2008 0470344024 978-0470344026 1st
If the idea of starting a social media marketing campaign overwhelms you, the author of Social Media Marketing: An Hour a Day will introduce you to the basics, demonstrate how to manage details and describe how you can track results.  Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute a social media marketing campaign in just one hour a day.  In addition, learn how to integrate social media metrics with traditional media measurements and how to leverage blogs, RSS feeds, podcasts, and user-generated content sharing sites like YouTube.


Editorial Reviews

From the Back Cover

Develop an Integrated, Successful Social Media Strategy

A Step-by-Step Guide

Put the buzz about your business to work for you. This comprehensive, perfectly paced guide will teach you how to make social media an active part of your marketing plan so that you can turn customer conversations about your brand, product, service, and company into a sustainable competitive advantage. Learn how you can tap the Social Web and amplify your current marketing efforts by listening and participating in conversations that drive measurable results.

  • Develop and effectively pitch a successful social media campaign inside your company

  • Learn how to become a genuine Social Web participant

  • Build a map of your key conversation-generators as you evaluate every point of contact between you and your customers

  • Get to the sweet spot of social media marketing—the consideration phase of the purchase funnel

  • Leverage all the tools available—blogs, RSS feeds, podcasts, video and photo sharing, and more

  • Use social media measurement tools, including the Net Promoter score, and apply metrics from platforms such as Bazaarvoice, BlogPulse, and Cymfony

  • Learn best practices for launching your social media program and measuring the results

You'll also find:

  • A comprehensive look from the savvy marketer's perspective at social sites and services—MySpace, Facebook®, LinkedIn®, and Twitter, along with YouTube, Seesmic, Eventful, and FriendFeed

  • Straightforward tools for building social media into your current marketing program

  • Real-world case studies that illustrate successes to learn from and mistakes to avoid

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.

Product Details

  • Paperback: 409 pages
  • Publisher: Sybex; 1st edition (October 14, 2008)
  • Language: English
  • ISBN-10: 0470344024
  • ISBN-13: 978-0470344026
  • Product Dimensions: 7.4 x 0.9 x 9.2 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (52 customer reviews)
  • Amazon Best Sellers Rank: #134,441 in Books (See Top 100 in Books)

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.

Customer Reviews

It is a great resource and handbook for the budding social media marketer. Begum Ergoz (Boston, MA)  |  11 reviewers made a similar statement
Talk about getting more than a book!! Robert G. Johnson  |  6 reviewers made a similar statement
Most Helpful Customer Reviews
114 of 121 people found the following review helpful
Format:Paperback
I loved this book. Over the past year or so I have read quite a number of tomes regarding social media and social media marketing, but none until this one have been written in a planner or workbook format. This one is well written, well organized, and full of content. It has 14 chapters split into the following four parts or sections:

I. The Foundation of Social Media
II. Month 1: Prepare for Social Marketing
III. Month 2: Social Media Channels
IV. Month 3: Complete Your Plan

Two books similar to this one on how to put together a business plan are: "16 Weeks to Your Dream Business" (ISBN: 9780071588362, and "Self Employment: From Dream to Reality" (ISBN: 1563709228). And a book similar to this one on how to put together a fundraising plan is: "The Fundraising Planner" (ISBN: 0787944351). The instant book being reviewed touches on the marketing issues of social media, and then devises a systematic approach to putting together a social media marketing plan customized to your small business.

Each of the 14 chapters ended with a summary section. I found it very easy to cruise through this book by first reading the summary sections and then tackling the rest of the book after having a pretty good idea of what was being covered.

After reading this book you will have devised a social media marketing plan that addresses (1) platform, (2) content, and (3) interaction. You will have decided whether to use Technorati, MySpace, Socialvibe, Flickr, Facebook, Friendster, Linkedin, and/or YouTube. Technorati is the tunnel through which to learn more about the blog or blogs you will create.

So if you want to tap into the power of the Social Web through connected networks and consumer-oriented media, then I recommend this book as one of the tomes you seek out and read in order to build your company's social media marketing plan. 5 stars!

PS. Take a look at the Search Inside feature at Amazon for this book. There you can access the book's Table of Contents and see exactly what is covered.
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34 of 35 people found the following review helpful
3.0 out of 5 stars Social Media Marketing: An Hour A Day is TOO MUCH October 19, 2009
Format:Paperback
Social Media Marketing: An Hour a Day

Dave Evans specializes in social media, word-of-mouth marketing, operations and marketing consulting. He has a passion for solving difficult problems that are worth solving. He is experienced in the marketing world with experience including the launch of [...] in 2005, and he confounded Digitial Voodoo in 1994, a marketing technology consultancy. He has a Bachelor of Science degree in physics and mathematics from the State University of New York/College at Brockport. His Book, "Social Media Marketing: An Hour A Day," tries to ultimately answer the questions, "If I couldn't interrupt you, how would I reach you?" He gives a step by step guide:

Part I: The Foundation of Social Media
1. Backlash
2. The Marketer's Dilemma
3. What Is Social Media

Part II: Month 1: Prepare for Social Marketing
4. Week 1: Web: 2.0: The Social Web
5. Week 2: The Social Feedback cycle
6. Week 3: Touchpoint Analysis
7. Week 4: Influence and Measurement

Part III: Month 2: Social Media Channels
8. Week 1: Build a Social Media Campaign
9. Week 2: Social Platforms
10. Week 3: Social Content: Multimedia
11. Week 4: Social Content: Reviews, Ratings, and Recommendations
12. Week 5: Social Interactions

Part IV: Month 3: Complete Your Plan
13. Week 1: Objectives, Metrics, and ROI
14. Week 2: Present Your Social Media Plan

These sections and chapters build off of each other in an interactive approach to eventually build a social media plan.

The book teaches marketers the new world of the social media marketing and steers them away from traditional marketing habits and tendencies. It provides the important trends of the Social Web through building participation and influence and encourages marketers to consider their options and formulate a plan.

There are many ways to use this book, Dave even says so himself. This book can be helpful for people that are new to marketing, it can be for a seasoned marketer that is transitioning into the Social Web, or it can be for a marketer that needs to reevaluate their social media plan. Readers can start from the beginning and read cover to cover and understand the basics of social media. Some may skip over the exercises, and not come up with a final plan. It is encourage that people should use this book in whatever way it will bring the greatest benefit.

This book is a helpful guide to developing a social media plan because of its day-to-day exercises that are available at the end of each chapter. Evans clearly is passionate in reaching out to other marketers by encouraging them to transition to the new style of marketing.

I would give this book a 3/5 stars labeling it as "It's Ok." I did not hold my attention very long because of its repetitiveness. Social media was defined and explained countless times. It was effective in that it had helpful hints throughout and each chapter summarized main the main points. This book would be most useful for someone that is completely new to the marketing and Social Web world.
Was this review helpful to you?
47 of 53 people found the following review helpful
5.0 out of 5 stars A Good Book and Great Responsive Author - www.gjcae.org October 19, 2008
Format:Paperback
I had been on the waiting list of Amazon.com for over 3 months waiting for this book to be released and it is exactly what I hoped for. I'm actually only 108 pages through it now as I "peeked" at all the self help guides that the author has in the appendix. I want to jump right in and get it going but Dave's advice to take your time and learn the hows and whys is so important.

I was not looking for a social commentary on social media but wanted to know the ins and out, nuts and bolts, on how to implement a successful marketable strategy and this book does it.

Only this morning I actually went to the blog and sent an email to the author, Dave, and was surprised that within a few minutes he had responded . Talk about getting more than a book!!

What is so engaging is the author is energetic, evangelistic in his zeal to help others, and willing to share to make this journey easier for others to follow. It's a step by step guide for an emerging dynamic field which is affecting us now and will do so far into the future.

I'm glad this book exists and is so affordable and even happier the author is willing and able to help us along.

Bob Johnson
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Most Recent Customer Reviews
5.0 out of 5 stars I really enjoyed this book but I hate the way Amazon avoids paying its...
There is wonderful ideas here--but we all need to shout loud until Amazon pays its fair share of corporation tax. Read more
Published 5 months ago by TJW
4.0 out of 5 stars decent book good read
if you are looking to gaining a better perspective into social media you need to read everything you can, this book is very helpful in the manner
Published 5 months ago by B. rizzo
3.0 out of 5 stars A Valuable Reference Text
I approached this text with the mistaken assumption that all books must be read cover-to-cover, in sequential order. Read more
Published 13 months ago by Brian Montavon, Speed To Contact
3.0 out of 5 stars Solid plan, but adaptability and integration are needed
The book is a great resource for understanding how social media can influence consumers. Understanding touchpoint analysis and network value allows the marketer to see that social... Read more
Published 14 months ago by Brian Kremer
4.0 out of 5 stars Good book, provides some useful frameworks and provokes lots of...
As a student of social media marketing, I found this book extremely useful in laying down the foundations of the subject. Read more
Published 19 months ago by Suchandra Choudhury
5.0 out of 5 stars Great book for beginners
Dave Evans, in his book Social Media Marketing, provides step by step guidance on how to develop and implement a social media marketing campaign. Read more
Published 19 months ago by Begum Ergoz (Boston, MA)
5.0 out of 5 stars Identifies Ways to Measure and Influence Social Media
This is one of the best books on social media (I've read 8 so far). It explains the types of social media channels such as social networks (personal and business), video (e.g. Read more
Published 22 months ago by Lawrence J. Harte
3.0 out of 5 stars Excellent book for beginners. Repetitive book for more experienced.
For experienced social media folks, I give this book 1 star.
For beginners to social media, I give this book 5 stars. Read more
Published 23 months ago by shinng
1.0 out of 5 stars Reminded me of a less than interesting college text
Some books are so easy to read it is like a warm knife through butter, others are like an albatross that you are carrying around for some unknown crime. Read more
Published 24 months ago by Tenna Merchent
3.0 out of 5 stars Social Media Marketing
My lukewarm review could be a result of my inaccurate expectations. However, I was looking for more of a how-to guide and this book is a strong textbook. Read more
Published on January 9, 2011 by Leo
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