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Facebook, Twitter, LinkedIn, and YouTube™ have changed the way consumers communicate today and businesses today must be a part of this social phenomenon or risk losing significant marketing opportunities. THE SOCIAL MEDIA BUSINESS EQUATION: USING ONLINE CONNECTIONS TO GROW YOUR BOTTOM LINE clearly demonstrates how you and your organization can use social media to unlock exponential growth and immediate opportunities, no matter what your business size or industry. Author Eve Mayer Orsburn, CEO of one of the largest social media optimization companies in the world, introduces a proven, step-by-step methodology -- The Social Media Equation™ -- in this quick, practical read. Fourteen case studies highlight social media at work in companies large and small, including the Mayo Clinic and General Motors. This book focuses on results-oriented strategies as the author dispels the myths and reveals the true secrets of using social media for amazing business growth.
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Concisely written, practical approach focuses on actionable items. Rather than taking a technical approach, this book presents practical, useful insights and proven successful techniques that readers can immediately apply.
Approach appeals to readers at all levels of expertise. Author Eve Orsburn has crafted an approach that engages those who only understand the technology as well as the more mature business person who only understands the business aspect of marketing.
Author's exclusive Social Media Equation™ offers proven insights for significant returns on investment. The author's unique Social Media Equation™ enables you to unlock exponential growth in today's organizations using social media. An entire chapter details the Social Media Equation, demonstrating how this broad approach stands apart.
Step-by-step examples demonstrate how to implement proven methodology. Clear, meaningful examples throughout the book demonstrate the author's proven concepts in action and guide readers through implementing strategies and building on the book's unique methodology.
Case studies examine how a variety of well-known organizations maximize social media. Readers take an intriguing look at familiar organizations and brands using social media, such as General Motors, Mayo Clinic, Anheuser-Busch, and Lane Bryant. Case studies also review real results at other small, medium and large companies. Corresponding live links keep information as up-to-date and relevant as possible.
Easy-to-follow processes emphasize the importance of social media in marketing. The book's clear presentation provides early emphasis on the growing importance of social media today to help readers fully understand the impact of social media on marketing results today.
From Eve Mayer Osburn, Author of The Social Media Business Equation:
Chapter Summary
Why You Need Social Media: I need you to understand not just how to get the most out of social media, but something equally important: why you need social media in the first place. That's what this chapter is about.
Shut Up and Listen!: Questions and answers--that's really all there is to social media. Your prospects and customers have questions. How do I garden without hurting my knees? How do I get a word-processing program without buying the rest of the package? How do I get from point A to point B quicker, smarter, shorter, etc.? If you're broadcasting all the time, sending out nothing more than digital billboards, how will you ever hear their questions?
Opposites Attract: If you do all the right things, but you do them in the wrong place, social media will not grow your business. Many people go into social media looking to put "like with like." In other words, they join networking filled with counterparts and competitors. Don't do that! You need to go where your prospects and customers are. Opposites attract!
You Need More Than One Ball to Juggle: Have you ever watched a juggler engage a crowd by throwing around a ball? No. Of course you haven't. And yet, in the game of social media, many companies try just that. Unfortunately, when it comes to social media most people only think of one thing at a time, when in fact you need to juggle several.
The Social Media Equation: Believe it or not, there is an equation you can use to make sure your social media efforts convert into business. This chapter not only tells you what the equation is, but walks you through it step-by-step.
The ROI of Social Media: Measuring social media results can be a challenge, but it's not impossible. In fact, when you have two things--a specific goal in mind and a way to track your progress through clearly delineated checkpoints--you can determine the return on your social media investment.
That's it: six simple chapters to total social media domination! Okay, okay, maybe not total domination, but at least a proven and effective way to make sure your social media efforts will lead to business growth.
About the Author
Eve Mayer Orsburn is CEO of Social Media Delivered, one of the largest social media optimization companies serving clients worldwide with consulting, training, and outsourced social media needs. Ranked by Fast Company Magazine as one of 100 Most Influential People Online, Ms. Orsburn has been featured on CNN Radio, CIO.com and the Dallas Morning News. She frequently addresses professional groups specifically on the Social Media Equation™, which is her proven system for how organizations must engage in social media to generate a positive Return On Investment (ROI). Ms. Orbsurn also hosts the weekly radio show, "Social Media for the CEO," which airs live every Friday at 10 a.m. (Central Time) at www.SM4CEO.com. She shares practical advice that business people at all levels of expertise can follow with an online network of more than 60,000 fans, followers, and connections every day. Ms. Orsburn is one of the most sought-after authorities on social media with expertise that encompasses business-to-business (B2B), business-to-consumer (B2C), and non-profit. Although Ms. Orsburn has contributed to other publications, this is her first full-length book on social media.
Ranked by Fast Company Magazine as one of the 100 Most Influential People Online, Eve Mayer Orsburn is the CEO of Social Media Delivered (www.SocialMediaDelivered.com), one of the largest social media optimization companies serving clients worldwide with consulting, training and managing their social media services. She has been featured by CNN Radio, CIO.com, and speaks professionally to groups on the Social Media Equation™, which is her proven system for how organizations must engage in media to generate a positive ROI. She shares social media knowledge that people can actually understand with an online network of over 50,000 fans, followers and connections every day.
Eve also hosts 'Social Media for the CEO' weekly radio show which airs live every Friday at 10am CT. During the show Eve interviews high profile executives across all industries about emerging media, the state of their brand and inquires about what successful social media solutions have worked. Previous show guests have represented such companies like General Motors, A T & T, and US Auto Parts. When presenting or being interviewed by the media, Eve's sense of humor and no nonsense style will rebuke common myths and help better explain the world of social media for business. Her new book entitled Social Media for the CEO: The Why & ROI of Social Media for the CEO of Today and Tomorrow released in late 2010 is fast becoming one of the most sought after books for executives.
This is a great book that explains all the basics of harnessing the power in the many channels of social media to promote your business, service, cause, or product.
The author explains how social media is simply communicating using new technology. The technology finally exists where businesses can interact directly with customers. I believe that in the age of fast computers and high speed internet along with digital cameras and small video recorders we are on the edge of a whole new revolution in the internet that was not possible in the late nineties. The internet is now more social and democratic than ever. Join the revolution.
The author explains step by step how to use YouTube, facebook, twitter, and Linkedin together to interact, inform,and entertain current and potential customers and convert the relationship you develop to real business. How different would commercials, television shows, radio, and newspapers be if their producers received instant feedback after they were aired or published? How would that change the direction of the producers? Well it is happening in social media, instant feedback and sales.
Just like in the off line world you must build relationships and give more than you receive at first. You share special information with your followers, you broadcast with a flare for entertainment, and most importantly you interact with your potential customers. In the long run if you do these things correctly you will convert these followers to sales as a natural extension.
The author gives the readers a very useful formula on how to spend your time on social media:
20% inform 20% entertain 40% interact 20% convert to business....
You cannot measure some aspects of the return on investment for many of the things you do with social media to get your name out there. Some of it is simply goodwill that will convert to business later. However the author does suggest setting goals and focusing your social media efforts to reach those specific goals as a way to measure its success. She also advises using promotions with codes that tell where the customer heard about the promotion to measure the effectiveness of each channel.
In the 21st century if your business is not on a few social media outlets the world is passing you by. Get on board, use this book for examples of other businesses that are using it right now to drive business their way.
I have successfully used social media to drive two of my books to the top 5% of books sold on Amazon even as a first time author. I used many of the principles in this book to achieve my success, and I am only getting started. I highly recommend this book.Read more ›
This is a no-nonsense, easy-to-read guide with 18 real-world examples as to how a strategic approach to social media can help any CEO improve the top and bottom lines. The principles of Eve's "Social Media Business Equation" detailed in the book can be applied to all organizations, no matter what type or size. I've already started implementing her approach within my company and am confident it will raise the bar for social media success in the wireless industry.
Eve Mayer Orsburn has done a great job explaining how simple yet how important the use of social media is for any business. Obviously, there is a huge strategic difference in targeting B2C and B2B customers, and Eve manage to give great advice to handle both sides of the market. Reading this book has made me realize that there are clear strategies to utilizing social media. It is very unwise to push this component of your marketing strategy into the hands of an intern who has never dealt with the subject before, yet that is what countless companies do every day. There must be a constant flow of information from the social media sources, but it is very important that it is not just noise streaming out 24/7, it needs to be meaningful to the followers and "friends". I recommend this book to anyone who are interested in an easy and powerful read about the fastest moving marketing train the world has ever seen. Great job Eve!
From a CEO of a company that has doing buisness and marketing the old way....This is your own personal trainer on how to jump into the new Marketing world of Social Media. I still have a hard time txting, but this but made it easy for me to understand what my company must do different to compete and get more buisness today. A great and easy read. get it.
Eve Mayer-Orsburn scores big again with this concise and valuable book on utilizing the most revolutionary new medium known to man. As a business owner, a marketer, or any senior level executive, effective use of social media is what will eventually separate you from the rest of the pack. Eve knows how it's done. Having read both her books now, I have a much deeper knowledge and insight into this medium that I might have through simple trial and error. Way to go, Eve! Keep 'em coming! This phenomenon is still evolving at record pace and we need experts to point us in the right direction.
Outstanding book. Eve is the "queen" of social media. Unfortunately, in my experience, many business owners do not understand how social media can improve their business. Eve's book is a great start - it explains, in very readable style, what social media is, what it can do for your business, and the first steps to getting started. Highly recommend it.
I admit it the title initially appealed to the CPA "nerd" in me, but it is a worthwhile read beyond the catchy title. ROI is the problem most business owners have with social media. I know I have had success growing my business through social media and if any business owner is still unsure about using social media, they are bound to be able to identify with one of the many case studies in the book. I'm #1 in my town on Google, but still get more business from social media. Just having a website is not enough in 2011. If you are not sure, you definitely need to buy the book.
Wray Rives CPA CGMA Certified Public Accountant & Chartered Global Management Accountant
