Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever (Hardcover)

Ric Dragon

買這商品的人也買了...

商品描述

Manage all your social media marketing efforts with repeatable, improvable processes

“In studying social media we must also embrace social sciences. Sociology, psychology, neuroscience, statistical analysis, ethnography, as well as marketing are at the source of Social Marketology, and Dragon explains how and why it matters to business.”
—Brian Solis, author of Then End of Business as Usual

“There is no longer any doubt that social media is one of the key digital trends that are reshaping today’s industries, brands, and customer networks. Ric Dragon’s immensely practical guide will help you get the most out of your own social media investment by identifying the processes and best practices that build real and valuable business relationships. Read it, and use it, today!”
—David Rogers, bestselling author of The Network is Your Customer

“If you think Facebook, Twitter, and the like are simply trends or fads, you’re missing the bigger picture. Consumers are more connected than ever before, and they are highly untethered (thanks to smartphones and tablets). Now that we’re past the whole ‘Do I really need social media for my business?’ Ric is here with Social Marketology, a smart look at how to get social media organized for your business.”
—Mitch Joel, President of Twist Image and author, blogger, and podcaster at Six Pixels of Separation

About the Book:

Covering subjects ranging from the best-tasting breakfast cereal to the latest developments in cancer treatment, personal interactions are occurring with increased frequency on social media. And if you want to connect with customers, you have no choice but to join their conversations. This much has been established by the mountains of social media marketing literature produced in recent years.

What has not been established are the best practices for creating the most ideal social media strategy for your particular needs—and that’s where this book comes in.

In Social Marketology, cofounder Ric Dragon of the renowned search engine marketing firm DragonSearch, takes social media marketing to the next step—showing how to choose the best tools for your needs and develop a strategy tailored to your goals.

Drawing from such process methodologies as LEAN and the Capability Maturity Model, Dragon helps you develop a social media process that is quantifiable, repeatable—and improvable. His process is based on these basic steps:

  • Focus on desirable outcomes: Vision, Goals, Objectives, and Metrics
  • Pinpoint the very smallest segments of your customers
  • Determine the communities to which these microsegments belong
  • Identify the influencers of those communities
  • Create an action plan for your project
  • Measure and constantly improve your efforts

The beauty of Dragon’s method is its core flexibility. New social media platforms are guaranteed to pop up in the near future. Any strategy based on the methods in this book can be adapted to take full advantage of them.

The age of blind trial and error for social media marketers is over. Social Marketology provides the means to implement an effective campaign that is testable, controllable, and fully integrated within broader campaigns and goals.

商品描述(中文翻譯)

透過可重複且可改進的流程,管理您所有的社交媒體行銷努力。

「在研究社交媒體時,我們必須同時融入社會科學、社會學、心理學、神經科學、統計分析、民族志學以及行銷等領域。Ric Dragon 解釋了這些領域對企業的重要性及其原因。」——Brian Solis,《Then End of Business as Usual》作者

「毫無疑問,社交媒體是重塑當今產業、品牌和客戶網絡的關鍵數字趨勢之一。Ric Dragon 的實用指南將幫助您通過確定建立真實而有價值的商業關係的流程和最佳實踐,充分利用您在社交媒體上的投資。立即閱讀並使用!」——David Rogers,《The Network is Your Customer》暢銷書作者

「如果您認為 Facebook、Twitter 等只是趨勢或時尚,那麼您就錯過了更大的畫面。消費者比以往任何時候都更加聯繫,而且他們高度無拘無束(多虧了智能手機和平板電腦)。既然我們已經超越了『我真的需要社交媒體來經營我的業務嗎?』的階段,Ric 在《Social Marketology》中為您提供了一個明智的方法,以便為您的業務組織社交媒體。」——Mitch Joel,《Six Pixels of Separation》作者、Twist Image 總裁、博客作者和播客主持人

「關於本書:」

從最好吃的早餐穀片到癌症治療的最新發展,個人互動在社交媒體上越來越頻繁。如果您想與客戶建立聯繫,您別無選擇,只能加入他們的對話。這一點已經在近年來大量產生的社交媒體行銷文獻中得到確立。

尚未確立的是為您特定需求創建最理想的社交媒體策略的最佳實踐,而這就是本書的用途所在。

在《Social Marketology》中,著名搜索引擎行銷公司 DragonSearch 的聯合創始人 Ric Dragon 將社交媒體行銷帶入下一個階段,展示如何選擇最適合您需求的工具並制定符合您目標的策略。

Dragon 借鑒了 LEAN 和能力成熟度模型等流程方法,幫助您建立一個可量化、可重複且可改進的社交媒體流程。他的流程基於以下基本步驟:

- 聚焦於理想結果:願景、目標、目的和指標
- 精確定位您的客戶的最小細分市場
- 確定這些微細市場所屬的社群
- 辨識這些社群的影響者
- 為您的項目制定行動計劃
- 測量並不斷改進您的努力

Dragon 方法的美妙之處在於其核心靈活性。新的社交媒體平台肯定會在不久的將來出現。基於本書中的方法的任何策略都可以適應並充分利用它們。

社交媒體行銷人員盲目試錯的時代已經結束。《Social Marketology》提供了實施可測試、可控制且完全融入更廣泛的活動和目標的有效活動的手段。