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Perspectives on Social Media Marketing Paperback – October 4, 2010

4.2 out of 5 stars 25 customer reviews

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Editorial Reviews

Review

"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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Learn all the angles of marketing, sales, and branding with the Perspectives Series.

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: 6.1 x 0.7 x 9 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (25 customer reviews)
  • Amazon Best Sellers Rank: #1,186,081 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By J. Kennel VINE VOICE on June 22, 2011
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 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 Verified Purchase
I like this book because it shed light on important updated marketing concepts and Mr. Bough is absolutely on point with the developments of social media marketing and how we as marketers and Organizations can use the strategies to achieve goals and objectives. Thanks
Ramchandar Motiram
New Jersey City University
Marketing Student
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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: Kindle Edition Verified Purchase
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 activities to start. I learned a lot.
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Format: Paperback Vine Customer Review of Free Product ( What's this? )
Perspectives on Social Media Marketing was an excellent resource as our company was expanding our marketing efforts into social media. Many books concerning social media want to simply explain the different platforms that are available and how to use them, but the authors in this case really talk more about strategy and long term awareness.

You will also find good content on the implementation and measuring of success when it comes to social media. The perspectives that I took away were more about engaging your customers and maintaining your social presence in the long term. I would have preferred to see more examples and concepts from other companies and organizations, especially those that have small marketing budgets as it is. It would have also been beneficial to see more information from different industry types. While companies that produce items and products will likely have an easier go at social media, service oriented organizations will need to proceed with some of their marketing efforts differently.

Overall, I found Perspectives on Social Media Marketing to be a good read and it offered several insights that I had not previously considered. I would certainly recommend this title as a reading for any organization exploring social media, but it should only be a part of your research.
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