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Search and Social: The Definitive Guide to Real-Time Content Marketing Paperback – 26 Oct 2012


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Product details

  • Paperback: 408 pages
  • Publisher: John Wiley & Sons; 1 edition (26 Oct. 2012)
  • Language: English
  • ISBN-10: 111826438X
  • ISBN-13: 978-1118264386
  • Product Dimensions: 18.8 x 2.3 x 23.4 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Bestsellers Rank: 26,717 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

From the Back Cover

SUCCEED WITH AN INTEGRATED SEARCH AND SOCIAL STRATEGY Develop and implement a marketing strategy that operates 24/7 across multiple platforms and networks—just like your customers and audience. This detailed guide features simple, actionable steps so you can create, implement, and optimize agile solutions that blend the best strategies of search marketing, social media engagement, and content publishing. You'll craft and implement a unified, round-the-clock, real-time marketing strategy and leverage state-of-the-art tools, techniques, and concepts so you can engage customers, gain revenue, and keep your brand successful. Understand how search and social are becoming one, and why real-time content marketing is a strategic imperative Develop, implement, monitor, and measure real-time content in search and social spaces Optimize your social spaces for search engine visibility Socialize your search marketing and SEO approach Create your own marketing dashboard and use RSS feeds to monitor networks and metrics in real time Understand the technical implementation for everything from Schema.org to share buttons Praise for Search & Social "Finally a social media book gets it right. When planning for success in search and social, the content marketing strategy comes first. Please, take this book and give it to your lead digital strategist and CMO." –Joe Pulizzi, Founder, Content Marketing Institute "This book is gold! It's practical, applicable information that can make a difference—like a chronicle, almanac, playbook, and Bible." –Jay Chapman, President, Digimedia "This is like a step-by-step manual on how we built a software company with 100,000+ customers out of a blog, with no outside investment and zero advertising. This is the real deal for any company looking to succeed with social media and search engines." –Brian Clark, Founder and CEO, Copyblogger Media

About the Author

Rob Garner is VP of Strategy at iCrossing, a Hearst Company, and is a widely recognized expert on the topic of interdependent search and social strategies and real-time content marketing. A MediaPost columnist since July 2006, Rob has been quoted in many major business and industry publications, including Reuters, Mashable, Dow Jones, Forrester Research, eMarketer, Adweek, and Ad Age. He is an active educator and speaker, and has spoken at SMX, SES, SXSW, Content Marketing World, and ad:tech, among many others.

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Format: Paperback Vine Customer Review of Free Product ( What's this? )
If you have a business, it's extremely likely that nowadays you will seek to promote it by an online presence. But online promotion is much more than simply putting up a website and hoping people will find it. There are excellent books dealing with Search Engine Optimisation (SEO) which is important when you are constructing your website. But online marketing has more to it, and this book covers all the important aspects that work along with your website to enhance your online presence. The 14 chapters cover all the different areas. Not every business will need to impliment everything in every chapter, but whether your business is a small one offering a local service, or a supply business shipping internationally, or an online consultancy, or whatever, there is bound to be something useful for you in this book. I found out that I was doing quite a few things right, and was pleased about that, but there were other things to think about too. A limitation might be that online fashions in blogs and other things can change quite quickly, and trends vary from country to country, it seems. I don't think we are all that big yet in the UK on Pinterest or Stumbleupon. But it's good to have an overview of the possibilities. If there is a criticism of this book and others like it, it may be that the loanguage sometimes becoamse a bit wordy and 'business-speak'. But there has got to be something helpful here for any business.
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Format: Paperback Vine Customer Review of Free Product ( What's this? )
I have to agree with most of positive comments on this book - this is an excellent book.

Too many social media/digital marketing guides assume a base level of knowledge far below the reality today, yet the more advanced are too specific to be truly interesting to the more 'general' marketer. It is also highly readable and not at all dry, to its great credit.

This book strikes a great balance - explaining the basics and core functions/competencies while using case studies and examples that inspire and get you thinking about how you can use the learnings in your day to day job.

Put this on your bookshelf next to your copy of David Meerman Scott's 'New Rules...' and you will have the beginnings of an excellent marketing reference library for the modern age!
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Format: Paperback Vine Customer Review of Free Product ( What's this? )
The author has written a big book claimed to be aimed at business owners, marketing executives and CMO's, as well as SEO practitioners and strategists, social media practitioners and strategists, online content creators and publishers, and any marketer wants to take advantage of a new opportunity. Quite a haul.

Ironically, for a book about content and the Internet, it does of course come in the format of a traditional book. Clearly traditional publishing still has its merits. It does however give in an appendix a list of further reading online.

Many aspects of the book look like a textbook minus the academic references. It is a large square book of over 350 pages that focuses heavily on content creation and how to get found/visible/distributed.. The author is clearly experienced and conversant and the reader will get a lot of practical advice, direction, tips, and reference to various practitioners. While there are very many mentions of all the obvious players and a lot of others besides, the book perhaps lacks any thorough case studies.

I don't think it's a CMO book - unless it's a small company - but it is a book that most marketing practitioners would learn from. And it is readable if not a novel.

Although it deals with strategic questions, I think the advice here is generally either obvious or high level, but I do think that anyone who knew this content would be well-equipped to think strategically - or to contribute to strategic conversation - if they were so minded. There is nothing like knowing your stuff for being able to plan well.And many senior marketers have reached that level without having practical hands-on in this field.
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By Ross Boardman VINE VOICE on 25 Jun. 2013
Format: Paperback Vine Customer Review of Free Product ( What's this? )
Everywhere, everyone is saying that content is the best marketing approach. If you are looking for advice on how to care for your lawn you are more likely to find some information from someone who has written about the subject? You find their articles from the search engine. Then you see they answer feedback, have a facebook account, tweet and all that good stuff. So after a few rounds of asking questions and joining in the facebook discussions, you need a book on looking after your lawn. Guess what the guy has written one ...

Search and social takes you through different tools and techniques. Some you may like and some you may not. That's your choice, you can only work with something you feel comfortable with. The information in this book helps you understand how to use what you want in your toolkit along with tips and tricks on the technology side. The topics are broken into fairly solid chapters but the steps inside each are easy to dip into before progressing, maybe a page or two at each time.

Out of all the material in this book there will be something practical you can use, but more importantly, understand.
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Format: Paperback Vine Customer Review of Free Product ( What's this? )
This book is a very useful handbook for the new landscape of `search and social'. It starts with the overarching premise that not only have we gone past the point of simply talking about social networks - it makes more sense to talk about society being more intrinsically networked, all the time - but that social networks and search are inextricably linked. Social network posts are showing up in search results, and search engines are using social network posts to bring a degree of `freshness' to search results and make sure that results are tailored in terms of time as well as relevance.

The first two chapters are certainly the most ground-breaking, covering the immediate (real-time) nature of marketing and communications and the fundamental overlap between search and social. The rest of the book is a useful handbook, a how-to guide on understanding how you as a marketing professional can understand and use the area of overlap between S&S, including understanding your audience, planning content, understanding the right platforms to use, as well as a few technical bits and bobs which may come in handy. Most of the theoretical concepts are covered in chapters one and two, with three to fourteen looking at strategy, content, execution, management and evaluation.

It's not perfect: on my first read I found myself switching off a bit - there's a lot of marketing buzzword language in there (elevation, synergy, fire hose etc) but be patient with it - I found that I'd missed a lot and got a lot more out of it the second time. Also, because it's a handbook, if you read it cover to cover you may that some of the content feels a bit overdone: is it necessary to explain the ins and outs of the need to use video and images in your communities, for example?
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