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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.
I was't blown away...Reviewed by Dale Little, Business Strategist, 2010-01-16
I wasn't blown away by the information or layout. This book covers the same territory that has been covered in other social media books. It does break the information and suggestions into recommended one hour portions; however, with a learning curb for social media newbies one hour is possibly not enough time for the proposed tasks.
Interview with Dave Evans, Author of Social Media Marketing An Hour
A DayReviewed by Lee Odden, 2009-11-29
Book reviews are great and so are interviews. Here's an interview I
did with Author Dave Evans, Author of Social Media Marketing: An
Hour a Day.
The notion of taking a slice of time per day to conduct social
media marketing activities is such spot-on advice, that I wanted to
bring more insights from the book author, Dave Evans, to our
readers.
In this interview Dave talks about the genesis of the book,
thoughts on social media strategy, innovation, building a business
case, practical examples and measuring success. Enjoy!
Lee: First, please share some about your background and experience
as a social media marketer.
Dave: My interest in social media and marketing developed while I
was working at GSD&M in Austin. At work, I was part of a team
that was making ads all day. At night, as a consumer, I was looking
for ways to skip them. The irony of that was not lost on me. In
2003 as I was working on an advergame program for Dial's "Coast"
soap brand built around Matt Hoffman's ProBMX game I realized that
advertising may be better received if it had a very strong
participative, non-interruptive character. That got me interested
in what was emerging as the Social Web, aka, Web 2.0-and the
content that people make and then share-and to the discipline of
social media based marketing.
Lee: You've written a great book, "Social Media Marketing an Hour A
Day". What prompted you to write it and if you were to write your
own 50 word or less review, what would it be?
Dave: First, thank you for the compliment. I sincerely appreciate
the positive reception to my first book. I had been thinking about
writing a book based on the work I doing around the purchase funnel
and the impact of word-of-mouth, and as an expansion of a
whitepaper on social media that I'd written in 2004 when
serendipity stepped in. Wiley|Sybex' Acquisition Editor Willem
Knibbe called me and asked if I'd write this book. It was an honor
to say `yes'. Eleven months later it was on Amazon.
The book itself is designed for social media practitioners,
traditional marketers, and others interested in applying social
media based concepts and practices to marketing. In 55 daily
one-hour exercises, it presents a survey of the Social Web,
resources and tools for aligning a brand with the specific needs of
highly connected consumers, and important tips and best practices
ranging from disclosure and transparency to effectively presenting
a social media program.
Lee: In the course of having conversations with people about what
you do and the book, how do you define "social media" for people
who aren't in the digital marketing business.
Dave: I define social media as it applies to marketing in terms of
the content-text, audio, photos, videos-that is created and shared
on and through the web for the purpose of conveying an experience
or influence an outcome. Note that this applies equally to
consumers and marketers: the key word in my definition is
"participative," which is of course what separates social from
traditional media.
Lee: What arguments or business case justifications have you found
to be the most effective for investing time, people and other
resources into social media engagements?
Dave: The most compelling case I know of is showing a brand or
product manager what is being said about his/her brand, product, or
service on the Social Web and then asking what is being done to
leverage, correct, or otherwise respond to this conversation. Too
often the answer is "nothing" which is course a mistake: Positive
conversations are floating past without being tapped, and negative
discussions are left unchecked. The result is a slower product or
service evolution cycle than what be available if these same
resources were tapped, and that translates directly into a
competitive disadvantage. In these times, who can afford
that?
Lee: When developing a social media strategy, how do you decide the
tactical mix? Facebook, Twitter, YouTube or something completely
different?
Dave: I begin with business objectives and an understanding of the
audience. A listening strategy is distinct from an outreach effort,
and without a handle on objectives and audience it's impossible to
develop either of these. For many applications, simply listening
and understanding current conversation is the right starting point:
Using Twitter, Flickr, Facebook for marketing...all comes
later.
Lee: What's your decision making process when it comes to testing
and implementing social media engagement efforts with specific
tactics?
Dave: First and foremost, I help clients develop a quantitative
baseline: What is the state of the current marketing program? As
noted above, next up is the integration of objectives and audience
data. With these pieces in place, we can devise experiments-often
based on early listening results-that involve selected social
channels which work to supplement what is happening in other
marketing channels.
Lee: What strategies do you use to measure the effectiveness of
social media? What metrics make the most impact when reporting them
upstream in an organization - to key executives or CEO?
Dave: I am a strong advocate of quantitative measurement: Chapter
13 of "Social Media Marketing: An Hour a Day" is dedicated to it.
The Social Web, because it is digital, is fundamentally measurable.
There are a number of platforms that facilitate direct measurement
of conversations, and which give you a handle on what is being
said. Then, by connecting social analytics with web analytics via
referrer and related data (not perfect, but better than nothing) we
can tie the conversational impact to the conversion process. This
opens the entire set of traditional web measures which can be used
to establish an ROI and other fundamental indicators that are of
interest at the C-level.
Lee: Can you share an example of how you've successfully employed a
social media effort (large scale or a specific tactic) and how you
measured success? (marketing, ORM, branding, etc) URLs to examples
are very much appreciated.
Dave: Three come to mind immediately, as all are fundamentally
different in their goals.
First, Meredith Publishing and its communities like
Parents/American Baby and Better Homes and Gardens. Working with
Meredith's Community Manager we developed a strategic roadmap
guiding their use of the Pluck community platform. The objective
was stronger engagement between individual print and online
subscribers via the content discussions in which they were engaged.
In this case, we gauged success in terms of page views-the base
line indicator for publishers-and the size of the community as it
grew over time.
Next is Premiere Global, a provider of scalable electronic
messaging services. Premiere's platform powers many of the
financial trade transaction confirmations that people receive,
hurricane evacuation notices, and similar. Premiere developed an
API around its platform, and then invited developers to build
monetized application using these tools. Working with Austin's FG
SQUARED, we developed a support and learning community built on the
Jive Software platform for application developers to facilitate the
spread of tips and knowledge in order to build more and better
application based on PGI's underlying API and service platform. We
are measuring the number of applications developed, and the revenue
associate with them. This is essential a direct measure of
ROI.
Finally, working again with FG SQUARED and its client, University
Federal Credit Union, we implemented Techrigy's SM2 social media
monitoring platform to engage the credit unions marketing and
operations units with conversations of interest. This is the first
step in what will be a larger social media based implementation,
and is a great example of the ways in which innovators within
organizations can take initial steps into social media. Measurement
in this case is related to the conversations uncovered, and their
value in terms of intelligence to the firm.
Lee: Please share 3-4 resources for staying on top of social media
marketing trends and tactics:
Dave: First, the social web itself. I learn more everyday by simply
listening to what others are doing than I do via any other source.
Industry resources-emarketer, Forrester Research, ClickZ
(disclosure: I write for ClickZ) and blogs likes yours. Twitter is
at the top of my list, in part because I follow a lot of social
media professionals: I'm a passionate work-a-holic and tend to
everything for work related purposes. The conversations of experts
ranging from Robert Scoble to Jeremiah Owyang are all important
sources of learning. Books that I often recommend include Charlene
Li and Josh Bernoff's "Groundswell: Winning in a World Transformed
by Social Technologies", Fred Reichheld's "The Ultimate Question:
Driving Good Profits and True Growth", and Avinash Kaushik's "Web
Analytics: An Hour a Day."
Very Good FoundationReviewed by Kenneth H. Marks, 2009-11-15
Social Media Marketing provides background in marketing and how social networking fits into the overall scheme of a marketing plan. It provides very good context in which to understand most of the online techniques and resources. What I like is the linkage to practical daily activities and exercises to enable someone like myself with minimal marketing experience the ability to jump-in and develop and implement a plan. The book is written to accommodate various experience levels of readers from beginners to advanced. I recommend it. Kenneth H Marks, lead author of The Handbook of Financing Growth: Strategies, Capital Structure, and M&A Transactions (Wiley Finance)
The strategy behind social mediaReviewed by Taylor Ellwood, 2009-10-31
While I don't think it's realistic to try and do social media marketing on one hour a day, especially with the amount of work involved, what I appreciate about this book is the attention the author gives to the strategy behind social media marketing. The author provides resources and worksheets that the reader can use to help them plan out their social media strategy, and also details what the reader will need to do in terms of actually engaging their audience as opposed to just advertising to them. Best of all what this author writes about can be applied across a variety of social media technologies, even if and when that technology changes.
good social media background infoReviewed by Olivia Keeling, 2009-10-26
I feel this book is a lot like a text to a class. I gives you accurate information about the current trend of Social Media but the problem is that in the year since it was published, some of the information is no longer valid. Such is the case with anything to do with technology. There is enough basic information to get the new comer to social media involved and up and running with the platform. It does read slowly though, so be prepared for it to take a lot longer than an hour a day.
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