- Paperback: 206 pages
- Publisher: FUTURETEXT (20 Feb 2009)
- Language English
- ISBN-10: 0955606977
- ISBN-13: 978-0955606977
- Product Dimensions: 1.5 x 2.3 x 0.1 cm
- Amazon Bestsellers Rank: 957,705 in Books (See Top 100 in Books)
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Product Description
Product Description
Social media marketing is a mechanism to interact with a set of online social media conversations from a marketing perspective, based on converged media (since conversations span technologies and media). Social media marketing is measurable via a set of social media metrics. These metrics function as the proverbial 'air traffic control' monitoring the domain in almost real time. Based on the data driven dials of this interface, the marketer monitors these many way conversations.
Many way conversations take place between the marketer and the participants in a social network – but also amongst the participants themselves. The marketer benchmarks the insights gained from these conversations against a set of transactional data (sales, surveys etc) to monitor and tweak a series of narrowcast (long-tail) campaigns.
Thus, instead of having one large 'broadcast' campaign - we have many small narrowcast, interactive and ongoing campaigns. The campaigns and conversations are based on a feedback loop, hence they are iterative and form an ongoing learning experience.
The extent of social media marketing campaigns include social media advertising, but could also encompass product development, trend monitoring, reducing churn, benchmarking and so on. Specifically, social media marketing can be used as a part of a two stage process: first, to identify certain patterns in data, secondly to verify those observations by specific social media campaigns which also seek permission from the customers.
The provider sends personalised messages to the receiver, and over time, the visibility of the participant’s digital footprint grows and leads to better personalization. Therefore, we start with passive digital footprints (based on data patterns) and transition to active digital footprints (based on trust).
Data and privacy form the bedrock of this multi-way conversation between the marketer and the participants. Ultimately, we see the participants and the marketer enter into a trusted relationship based on transparency where the participants share data about themselves and entrust the marketer with their data in return for better and personalised services.
Many way conversations take place between the marketer and the participants in a social network – but also amongst the participants themselves. The marketer benchmarks the insights gained from these conversations against a set of transactional data (sales, surveys etc) to monitor and tweak a series of narrowcast (long-tail) campaigns.
Thus, instead of having one large 'broadcast' campaign - we have many small narrowcast, interactive and ongoing campaigns. The campaigns and conversations are based on a feedback loop, hence they are iterative and form an ongoing learning experience.
The extent of social media marketing campaigns include social media advertising, but could also encompass product development, trend monitoring, reducing churn, benchmarking and so on. Specifically, social media marketing can be used as a part of a two stage process: first, to identify certain patterns in data, secondly to verify those observations by specific social media campaigns which also seek permission from the customers.
The provider sends personalised messages to the receiver, and over time, the visibility of the participant’s digital footprint grows and leads to better personalization. Therefore, we start with passive digital footprints (based on data patterns) and transition to active digital footprints (based on trust).
Data and privacy form the bedrock of this multi-way conversation between the marketer and the participants. Ultimately, we see the participants and the marketer enter into a trusted relationship based on transparency where the participants share data about themselves and entrust the marketer with their data in return for better and personalised services.
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1 of 1 people found the following review helpful
Great insights and use cases
9 Aug 2009
Format:Paperback
I was looking for a good referece on social media analytics and this book proved to be of great help. It does a great job of explaining how the mass media of today is missing on opportunities, the ongoing convergence of the 3 types of media: mass media, social media and telecom/mobile, and how to use data and analytics to gain better insights and to realize business value. It makes extensive use of the current research, which is very useful. There are many good use cases and examples. The emphasis is on telecom as this is the area of expertise for the authors. But the concepts and conclusions are applicable to any business. If you are an executive or marketing professional or an IT leader looking to use social media to deliver business value, this is the book for you.
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