Author:
Burcher, Nick.
Imprint:London ; Philadelphia : Kogan Page, 2012.
Descriptionxiv, 279 p. : ill. ; 24 cm.
Note:Introduction : 'Hi, my name is Karen' ; Going viral ; #unKaren and the spirit of HC Andersen ; Denmark's a liberal country, but they're not crazy ; You can't put it back in ; 'My name is Ditte' ; The paid, owned, earned jigsaw -- How the world of paid, owned, earned works : Defining the elements ; The Shannon-Weaver model of communication and paid media: the traditional model of advertising ; Always-on owned media: changing the way that the message is received ; The changing nature of consumers: consumers as senders, consumers as producers, and redrawing the Shannon-Weaver model ; Explaining how paid, owned and earned link together -- Listening : Soft and yielding like a Nerf ball: an introduction to listening to your customers ; Improving product and customer satisfaction through listening ; Using data from Google and Facebook for actionable insight ; Using listening tools ; Different tools, different capabilities, different costs ; Dealing with spam, sarcasm and slang ; The problems with allocating language and location ; How Cadbury used listening to bring back a classic chocolate bar ; Using listening data to power an owned media space and drive advocacy ; Using listening in crisis management -- Content hubs and communities : Building an owned media content hub ; Marketing to communities ; Building bespoke, brand-specific communities ; The importance of brand profiles and content hubs ; The mechanics of the social graph ; Configuring and managing Facebook pages ; Using a content calendar to plan and manage updates ; Mapping hubs and content connections -- Content : TV advertisements as branded content ; Weaving brands into the narrative rather than the advertisement break ; Developing content: collaborating with the new producers ; Developing content to match search behaviour ; Developing content in line with trends ; Developing content: harnessing the people's network ; User-generated content competitions: the trade-off between earned media and control ; Just make great stuff! -- Optimization : Discovery strategy and the principles of search engine optimization (SEO) ; The rules of social media optimization (SMO) ; Maximize visibility by making sharing easy ; Conversion optimization and the approach of 'test and learn' ; How content travels through subscription mechanisms and RSS ; How social networks refer traffic and boost audience ; Integrating Facebook to sites and content via Facebook Connection ; Using personalization to boost sharing ; The expanded range of Facebook social plug-ins ; Real-world 'Like' --Seeding and viral distribution : The 'man in the pub' and the two-step theory of receiving ; Diffusion and the role of influentials in helping things to spread ; Dreams can come true: the traditional diffusion process ; Identifying and reaching out to influencers ; The paradox of choice and the changing role of the 'man in the pub' ; Flow of influence versus flow of information ; How people are connected in a networked world and what it means for the spread of content ; The rich get richer: the influence of critical mass ; The role of mass media in earned media spread ; Planning for earned media amplification ; Using the lots-of-fires approach to drive critical mass ; Performance distribution: new paid media solutions to drive critical mass ; The benefits of using paid to drive earned -- Broadcast : TV versus AV: the medium is the message: different advertisements for different platforms ; Broadcast paid media as a content gateway ; TV driving always-on social hubs ; How simultaneous channel viewing is creating an amplified present ; TV driving conversation on Twitter ; Twitter conversation driving TV viewing ; Reappraising traditional TV planning: how Yeo Valley harnesses the amplified present ; Crowdsourcing the creative to build pre-launch buzz -- Performance : Gorillas going unnoticed: the importance of relevance ; How Google advertising taps the feedback loop to reward relevance ; The different motivations behind why people search ; Using paid search for branding and creativity ; Using cookies and data to enhance the effectiveness of online display campaigns ; Using cookie data to re-target potential leads ; Using 'network neighbours' to expand targeting pools ; Facebook advertisements ; Facebook paid media targeting options ; Executing paid advertisements on Facebook ; Data protection and privacy -- Responding : How responding in a socially connected world can drive advocacy and business results ; 'Engaging the enemy': creating policies and structures in order to respond effectively ; How a proactive approach to responding can change customer perceptions ; Using Facebook for real-time customer service: SAS and Heathrow ; Responding as part of a branded content strategy -- Measurement : Calculating the value of marketing ; Setting objectives and goals ; The need for multi-channel metrics ; The problem with just measuring the last click ; Measuring owned and earned media ; Establishing the value of a fan ; Expressions not impressions ; Business outcomes, not virality measures, hero revisited ; Bringing it all together -- Conclusion.
Bibliography Note:Includes bibliographical references and index.
