Handbook: Social Marketing ROAD Map

Summary of Contents:

• Three Questions to ask yourself before getting started (pg. 3-6)


• The Social Marketing ROAD Map Defined (pg. 7-9)


• Chapter 1: ROAD Map – Research (pg. 10-30)
  • Gathering intelligence on target audiences and their social use
  • Stop, look and listen – social media monitoring
  • What to monitor
  • List of social media monitoring tools and solutions
  • Segmenting and profiling target audiences
  • The human factor – resources for a social marketing team
  • Auditing existing content to identify digital assets
  • Worksheet: Profiling target audiences by social influence, platform preferences and use
  • Worksheet: Finding candidates, defining roles and recruiting the social marketing team
• Chapter 2: ROAD Map – Objectives (pg. 31-47)
  • Aligning objectives with target audiences and metrics
  • Defining targeted and measureable objectives for social marketing Purposes
  • Prioritize objectives by effectiveness or impact?
  • How to align objectives with target audiences and metrics for success
  • Case study: The objectives of social marketing in a real estate recession
  • Case study: When the objective of social marketing is a social cause
• Chapter 3: ROAD Map – Actions (pg. 48-119)
  • Creating a social marketing strategy with a tactical plan of actio
  • Tactical effectiveness versus “fast and easy” implementation
  • Tactics for the effective use of social media platforms
  • Blogging
  • Microblogging
  • Social networking
  • Social bookmarking and other platforms
  • Engaging the vocal minority and pitching the social authority
  • The importance of a social media policy and how to draft one
  • Social media's share of the online marketing budget
  • Special Report: Six lessons on developing your social marketing tactical plan
  • Case study: Six social marketing tactics to attract prospects
  • Case study: How to use Twitter to push your products
  • Case study: Economic stimulus package lands 7,000 new customers
  • Integrating social media with other tactics in the marketing mix
  • Inbound marketing’s powerful pair – search and social
  • Social media’s influence on search engine rankings
  • Special report: Part 1 – Five key trends in search and social integration
  • Special report: Part 2 – Seven tactics to build rankings using search and social
  • Case study: Eight steps to create a team-authored blog and reap SEO gains
  • Social sharing extends the reach of email campaigns and more
  • Case study: How social sharing buttons increased email interaction by 25%
  • Case study: Eight essentials for using social media and email to prospect
  • Case study: Five email and social integration strategies to grow audiences
  • Managing social marketing tactics and resources
• Chapter 4: ROAD Map – Devices (pg. 120-139)
  • Selecting platforms by tactical effectiveness and architectural fit
  • Social marketing architecture
  • Social marketing architecture hub sites
  • Social marketing architecture spoke sites
  • Case study: Exploring alternatives to Facebook with a branded social network
• Appendix and Glossary (pg. 140-150)