Product Description

Stop pushing your message out and start pulling your customers in

Traditional “outbound” marketing methods like cold-calling, email blasts, advertising, and direct mail are increasingly less effective. People are getting better at blocking these interruptions out using Caller ID, spam protection, TiVo, etc. People are now increasingly turning to Google, social media, and blogs to find products and services. Inbound Marketing helps you take advantage of this change by showing you how to get found by customers online.

Inbound Marketing is a how-to guide to getting found via Google, the blogosphere, and social media sites.

• Improve your rankings in Google to get more traffic
• Build and promote a blog for your business
• Grow and nurture a community in Facebook, LinkedIn, Twitter, etc.
• Measure what matters and do more of what works online

The rules of marketing have changed, and your business can benefit from this change. Inbound Marketing shows you how to get found by more prospects already looking for what you have to sell.

Product Description

Social Media Marketing – How Data Analytics helps to monetize the User Base in Telecoms, Social Networks, Media and Advertising in a Converged Ecosystem 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. This book can help you to – * Understand the world of Social media from the perspective of the Web (social media), mobile/telecoms and traditional media * Understand the significance of data within social networks * Work with social media metrics like Alpha users, cost-per-relevant-audience and others * Learn from case studies from enterprises who have successfully used the social media marketing approach * Learn how to deploy social media marketing campaigns * Recognise the growing significance of Privacy in Social media marketing This book would appeal to anyone in the social media, mobile/telecoms and traditional media worlds, as well as to businesses wishing to become involved in Social Media Marketing.

Review

“…outstanding book…an intelligent, accessible guide to a new world.” (The Marketer; Chartered Institute of Marketing, October 2007)


Product Description
An updated and expanded Second Edition of the popular guide to social media for the business community

Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web, Second Edition helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth.

Rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media.

In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future.

Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today’s fragmented media environment.

Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation’s largest interactive advocate association.

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Review

“Hands-On Social Marketing demystifies the process of developing and implementing a social marketing campaign. Nedra Kline Weinreich translates the concepts of social marketing into a clear, step-by-step process that almost anyone can follow.” 

— Review

Review

“Hands-On Social Marketing demystifies the process of developing and implementing a social marketing campaign. Nedra Kline Weinreich translates the concepts of social marketing into a clear, step-by-step process that almost anyone can follow.” 

(Karen Bernstein )

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Product Description

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.

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

See all Editorial Reviews

Product Description

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.

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

See all Editorial Reviews

Review

I have spent the past 15 years developing and implementing social marketing programs and rarely have I come across manuscripts that better articulate the need and value of what we as social marketers are trying to accomplish. In government the financial resources available to effectively implement public policy is increasingly limited. The authors here CLEARLY MAKE THE CASE FOR SOCIAL MARKETING in this environment and outline the critical contribution we make as practitioners in this field. A MUST READ for anyone whose goals include changing behavior over time — Jane Hazel, MBA, BSc, A/Director General, Marketing & Consultation Directorate, Health Canada

Illustrates a wide variety of social marketing applications. Social marketing has proven its effectiveness, but it remains one of the most under-utilized social change tools in North America and elsewhere. . . . WILL CONVINCE READERS TO CONSIDER SOCIAL MARKETING AS A TOOL TO SOCIAL CHANGE at the individual as well as the community level — Sameer Deshpande, Assistant Professor, Marketing, University of Lethbridge, Canada

Timely. . . . One of the most VALUABLE contributions of the book is the set of papers that look specifically at how an organization adopts social marketing approaches and builds its future capacity to do so. Examples include the World Anti-Doping Agency concerned with a specific problem–doping in sports–as well as an agency focused on the public health system of the state of North Carolina. The examples illustrate what works and what is still missing in each environment and will provide readers interested in diffusing social marketing in the future with MANY VALUABLE INSIGHTS AND RECOMMENDATIONS FOR ACTION — Alan R. Andreasen, PhD, McDonough School of Business, Georgetown University

Product Description

Learn what marketing practices can positively impact behavior

The success of the application of commercial marketing practices to change behavior for the betterment of society and the individual is getting more attention. Social Marketing: Advances in Research and Theory explores the use of social marketing through a variety of effective approaches. Chapters examine case studies and qualitative research to gain insight into the adoption of marketing practices to enable social change. This superb collection of top presentations from the SMART (Social Marketing Advances in Research and Theory) inaugural conference held in 2004 in Alberta, Canada provides examples of the latest commercial marketing practices to change behavior such as programs to encourage people to quit smoking or increase seat belt usage.

Social Marketing: Advances in Research and Theory presents top experts who provide a wide variety of specific examples explaining ways to enable social marketing to positively impact behavior. This helpful resource provides a broad, useful understanding of this unique type of marketing and its goals. Chapters offer extensive references and detailed tables and figures to clearly present data.

Topics in Social Marketing: Advances in Research and Theory include:

a case study on approaches to anti-doping behavior in sports
a case study reviewing the evolution of the Canadian Heritage anti-racism campaign
applying social marketing concepts to increase capacity of programs in a state health department
research into a recycling promotion technique
using Internet technology to study the impact of anti-smoking messages
issues involved in the voluntary change in behavior of automobile users
charity support behaviors

Social Marketing: Advances in Research and Theory is an insightful resource valuable to academics and practitioners interested in social marketing, or anyone working with nonprofits to change individual behavior and better society.

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Product Description

Thsi important book offers a revolutionary approach to solving a range of social problems–drug use, smoking, unsafe sex, and overpopulation–by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to “buy” safe sex practices. This successful approach is based on Alan R. Andreasen’s more than twenty years’ experience of consulting, teaching, and research with social marketing programs around the world.

Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer–who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.

From the Inside Flap

The world is faced with a daunting array of social problems and has limited resources with which to combat them. As many as five million children, who live in countries scattered around the globe, die each year from diseases and infections such as malaria, tetanus, and measles. Why must these innocent children die from diseases that we know how to cure? Marketing Social Change offers a revolutionary approach to solving a range of social problems—drug use, smoking, unsafe sex, and overpopulation—by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to “buy” safe sex practices. This successful approach is based on Alan R. Andreasen’s more than twenty years’ experience of consulting, teaching, and research with social marketing programs around the world. In this important book, Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer—who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.This valuable resource book offers public health officials, social service agencies, educators, students, and health care and nonprofit professionals a state-of-the-art approach to marketing social behavioral change.

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Product Description

Brands are designed to build relationships between consumers and the products, services, or organizations they represent by providing added value to their objects. Through brand promotion, consumers form associations with brands, which can become established and lead to a long-term relationship between the product, service or organization and consumer. Similarly, public health brands are the associations that individuals hold for health behaviours or lifestyles. Public health branding – building positive associations with healthy behaviours and lifestyle choices – is the primary strategy by which commercial marketing is applied in health communication and social marketing.
This book examines theory and best practices of branding and its application in public health programs. Through a series of reviews and case studies, the book argues that branding is an emerging public health strategy that needs resources and continued development of innovative methodologies to effect lasting population-level change. In recent years, public health branding has been successfully applied across a wide range of chronic and infectious disease issues and behaviors – from tobacco control to HIV/AIDS – and globally across the developed and developing world. Branding is an important strategy for public health because it can address multiple behaviours simultaneously, and most health risks stem from multiple behaviours and complex lifestyle choices. Promoting healthy lifestyles is the key outcome for public health, thus making the development of improved branding strategies a critical objective for the field.

About the Author

W Douglas Evans serves as Vice President of RTI’s Public Health and Environment Division. Dr Evans has 16 years of experience in prevention research and program evaluation, social marketing and communications research. He has designed numerous large-scale evaluations and intervention research studies and has extensive experience evaluating behaviour change and public education intervention programs designed to communicate science-based information to diverse audiences. He has published extensively on media influences on health risk behaviour, including the effects of social marketing on behaviour change. Dr Evans has published widely in peer-reviewed journals such as the British Medical Journal, American Journal of Preventive Medicine, Health Psychology, Journal of Health Communication, and many others. He has worked extensively in the public health subject areas of tobacco control; nutrition, physical activity, and obesity; and reproductive health. Gerard Hastings is the first UK Professor of Social Marketing and founder/director of the Institute for Social Marketing and Centre for Tobacco Control Research. He researches the applicability of marketing principles such as consumer orientation and relationship building to the solution of health and social problems. He also conducts critical marketing research into the impact of potentially health damaging marketing, such as tobacco advertising and fast food promotion. He teaches and writes on these subjects both in the UK, where he has run Masters and Honours level programmes, and internationally in North America, South East Asia, the Middle East and Europe. He has published over eighty refereed papers in major journals. He is an expert witness in litigation against the tobacco industry, Chairs the Advisory Board of the EC’s HELP campaign, and is a regular advisor to the World Health Organisation, and the Scottish, UK and European Parliaments.

Product Description

Thsi important book offers a revolutionary approach to solving a range of social problems–drug use, smoking, unsafe sex, and overpopulation–by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to “buy” safe sex practices. This successful approach is based on Alan R. Andreasen’s more than twenty years’ experience of consulting, teaching, and research with social marketing programs around the world.

Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer–who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.

From the Inside Flap

The world is faced with a daunting array of social problems and has limited resources with which to combat them. As many as five million children, who live in countries scattered around the globe, die each year from diseases and infections such as malaria, tetanus, and measles. Why must these innocent children die from diseases that we know how to cure? Marketing Social Change offers a revolutionary approach to solving a range of social problems—drug use, smoking, unsafe sex, and overpopulation—by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to “buy” safe sex practices. This successful approach is based on Alan R. Andreasen’s more than twenty years’ experience of consulting, teaching, and research with social marketing programs around the world. In this important book, Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer—who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.This valuable resource book offers public health officials, social service agencies, educators, students, and health care and nonprofit professionals a state-of-the-art approach to marketing social behavioral change.

See all Editorial Reviews

Review

“This remarkable book will be a milestone for all marketers, educators and communicators who still ask the fundamental question: how can we connect with consumers today? For the first time, a smart, clear and essential guide to the changing habits and digital needs of contemporary audiences. It is a must-read for all of our staff.”–Bob Witeck, CEO of Witeck-Combs Communications, Co-author of Business Inside Out;>

“Dr. Tracy Tuten’s book provides an invaluable overview of the complex social inner workings of the virtual world environment. She offers an array of case studies from leading edge marketers in the space that give the reader key insights into how to navigate these worlds as a thoughtful, inclusive marketing participant.”–Ellen Kolsto, Senior Marketplace Planner, GSD&M Idea City;>

“Tracy has taken the hot topics today–social networking, blogging, mobility-and approached them with an analytical mind. Few people can provide more clarity and substance to these trends than Tracy.”–Kristen Cavallo, Director of Development, The Martin Agency;>

“From ‘word-of-mouse’ to the latest on social network advertising, this book impressively captures the exciting scope of marketing in and to an online world. It has all the right tools for understanding the psychology behind consumer choices as well as the depth of challenges faced by today’s advertisers.”–Nina Lentini, Editor of MediaPost’s Marketing Daily;>

Book Description

Professor and advertising pro Tracy L. Tuten shows old-line marketers how to take advantage of the newfangled concepts and tools Web 2.0 enables.

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From Publishers Weekly

The author of this detailed primer take a no-nonsense approach to social change, arguing that marketing strategy will determine the outcome of any campaign, whether its goal is to reduce alcoholism or cigarette smoking, encourage family planning, improve dietary habits or promote environmental protection. Such efforts are analyzed here in terms of product-market fit, positioning, distribution channels, mobilization of influence groups, and so forth. Mini-case histories sprinkled throughout cover a wide spectrum, from Amnesty International’s support for prisoner’s rights and Project Head Start’s health services to preschoolers, to the TV series Sesame Street’ s promotion of literacy, and campaigns for AIDS prevention, energy conservation and combating teenage pregnancy. This textbook-like guide by two marketing professors (Kotler is at Northwestern, Roberto teaches in Manila) also focuses on direct mail, mass media, developing a marketing plan and program evaluation. A book for professionals, this is unlikely to interest general readers.
Copyright 1989 Reed Business Information, Inc.
–This text refers to an out of print or unavailable edition of this title.


Review

Social Marketing: Improving the Quality of  Life, is the indispensable companion for leaders in all three sectors who recognize that social marketing is a leadership imperative. Philip Kotler’s great new book moves us to a higher level of understanding and performance. It is superb.