Create a long-term, integrated customer engagement strategy using effective social media campaigns that will enhance ROI across digital channels, employing structured and practical guidance in addition to global case studies.
Create a long-term, integrated customer engagement strategy using effective social media campaigns that will enhance ROI across digital channels, employing structured and practical guidance in addition to global case studies.
Julie Atherton, based in Bristol, UK, founder of Small Wonder is a business leader, public speaker, consultant and strategist with 30 years' experience gained working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. Awarded IDM Educator of the Year in 2018, she trains marketing professionals and business leaders in digital, brand, social media and content marketing. Previous chair of the DMA Social Media Council, she is also an experienced trustee and non-executive director for a range of organizations including the IDM Qualifications Advisory Board and Union of Brunel Students.
Inhaltsangabe
Chapter 00: Introduction How to use this book; Chapter 01: Understand how social media is utilized in business, marketing and interpreting customer expectations; Chapter 02: Integrated customer engagement How to ensure your social media strategy is integrated into your wider marketing and business development; Chapter 03: Getting started Aligning social media goals and KPIs with your wider business objectives; Chapter 04: Audience Using social listening to profile your networked audience and generate customer insights for a global social media strategy; Chapter 05: Brand presence How to drive action and engagement through integrated content marketing on social media; Chapter 06: Campaigns A quick step guide to organic and paid social media channel selection for your objectives and audiences; Chapter 07: Measuring and benchmarking success How and when do you know your social media strategy is working?; Chapter 08: From customers to celebrities Identifying and attracting a range of influencers to advocate for your brand; Chapter 09: Crisis and reputation management for social media and PR A clear guide for the unpredictable; Chapter 10: Thoughts on the future of social What will happen next?;
Chapter 00: Introduction How to use this book; Chapter 01: Understand how social media is utilized in business, marketing and interpreting customer expectations; Chapter 02: Integrated customer engagement How to ensure your social media strategy is integrated into your wider marketing and business development; Chapter 03: Getting started Aligning social media goals and KPIs with your wider business objectives; Chapter 04: Audience Using social listening to profile your networked audience and generate customer insights for a global social media strategy; Chapter 05: Brand presence How to drive action and engagement through integrated content marketing on social media; Chapter 06: Campaigns A quick step guide to organic and paid social media channel selection for your objectives and audiences; Chapter 07: Measuring and benchmarking success How and when do you know your social media strategy is working?; Chapter 08: From customers to celebrities Identifying and attracting a range of influencers to advocate for your brand; Chapter 09: Crisis and reputation management for social media and PR A clear guide for the unpredictable; Chapter 10: Thoughts on the future of social What will happen next?;
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