♥ Book Title : Working the Crowd
☯ Full Synopsis : "Engaging with social media such as Facebook, Twitter, blogs and social news sites is now a key part of global business communications. This book is an excellent resource for anyone planning a social media strategy or individual campaign . The new edition covers the latest thinking, practices and technology such as Google+."Article| Eileen Brown| Statement ..."
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♥ Book Title : Social Media Marketing
☯ Full Synopsis : "Preface Social media marking has been heralded as a sea change in the market- consumer relationship, but its rapid growth and rabid following among m- keters has also produced a sea of confusion. Lacking any durable framework for understanding how, why, and on what terms the consumer relationship has changed under social media, marketers pursue new venues for their newness alone – with decidedly mixed results. This book finds a theoretical framework for social media marketing in the science of game theory, with its focus on adversarial but mutually dependent relationships. Originally developed to guide nuclear brinksmanship policy during the Cold War, game theory provides the foundation for an evoluti- ary view of social media marketing. Through fascinating game theory c- cepts like the Prisoner’s Dilemma, the Stag Hunt, Self-Command, and Job Market Signaling, this study uncovers the cooperative trends that brought marketing to its present state and points the way toward marketing’s future course. I. Der Drehbuchautor und seine Rechte VII VII Vorwort Contents Chapter 1: Surviving the Customer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1. 1 The Origins of Game Theory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1. 2 Game Theory, the New Media, and the NEW New Media . . . . . . . . . 7 1. 3 The Payoff Matrix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Chapter 2: Zero-Sum Games in Traditional Marketing . . . . . . . . . . . . 13 2. 1 Zero-Sum Games and the Problem of Transparency . . . . . . . . . . . . . 14 2. 2 The Zero-Sum of Pricing Strategies. . . . . . . . . . . . . . . . . . . . . . . . . . 16 2. 3 The Wisdom of Randomization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 2. 4 Randomization and A/B Testing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 2. 5 The Hazards of Entrenchment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ."Article| Eric Anderson| Statement ..."
♥ Book Title : The Social Media Marketing Book
☯ Full Synopsis : "Are you looking to take advantage of social media for your business or organization? With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities. The Social Media Marketing Book guides you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment. Whether you're a seasoned pro or new to the social web, this book will take you beyond the jargon to social media marketing mastery. Make sense of this complicated environment with the help of screenshots, graphs, and visual explanations Understand the history and culture of each social media type, including features, functionality, and protocols Get clear-cut explanations of the methods you need to trigger viral marketing successes Choose the technologies and marketing tactics most relevant to your campaign goals Learn how to set specific goals for your campaigns and evaluate them according to key performance indicators Praise for The Social Media Marketing Book: "Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet."--Guy Kawasaki, co-founder of Alltop.com "If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that."--Chris Brogan, President of New Marketing Labs "This book demonstrates a beginning to the endless possibilities of the Social Web."-- Brian Solis, publisher of leading marketing blog PR 2.0"Article| Dan Zarrella| Statement ..."
♥ Book Title : Perspectives on Social Media Marketing, 1st ed.
☯ Full Synopsis : "PERSPECTIVES ON SOCIAL MEDIA MARKETING addresses 89 of the most compelling and important issues that marketers face on a regular basis when it comes to social media, providing advice and insight on how to deal with each issue from the perspective of two thought leaders in this arena: Stephanie Agresta from Porter Novelli and B. Bonin Bough from PepsiCo. Together, they discuss what social media is, how it has changed the marketing landscape, how to implement a tactical and strategic social media plan across your organization, how to best measure the ROI of a social media campaign, and more."Article| Agresta| Statement ..."
♥ Book Title : Visual Social Media Marketing
☯ Full Synopsis : "Visual Social Media Marketing is changing the way that we communicate online. This book will show you exactly how to harness the explosive growth of visual sites and social networks to get results for your business. Over the past few years, the web has become very crowded and social networks are even more cluttered. Visual images have emerged as an effective way to break through the clutter and reach your audience online. It isn't just about social media or social networks either. If you want your website or any of your online content to be shared or travel through the web, images should be at the forefront of your strategy. This book will share with you WHY images are so important as well as HOW to create a comprehensive image strategy for your business online. In addition, we'll also cover the key image tools and sites that can help your business grow. The tools that we'll cover in the book are: -Instagram: a leading mobile phone social network and image creation site -Image creation: strategies and tools to create amazing images Infographics: one of the best ways to share your story -Pinterest: the visual social sharing site that is taking the social media world by storm You will finish this book with not only a strategic understanding, but also a tactical plan for how you can grow your business by using visuals."Article| Krista Neher| Statement ..."
♥ Book Title : Advertising 2.0
☯ Full Synopsis : "Professor and advertising pro Tracy L. Tuten shows old-line marketers how to take advantage of the newfangled concepts and tools Web 2.0 enables."Article| Tracy L. Tuten| Statement ..."
♥ Book Title : Social Media Marketing Fundamentals - For Certifications
☯ Full Synopsis : "Marketing is often described as a way of communication between a business and potential customers, in the purpose of presenting and promoting the values of a certain product or service. The main goal of this communication is to sell. It is a complex discipline that involves a lot of tasks which will ensure that the communication leads towards this goal. Some of the tasks include determining target audience, conducting an analysis of the market and consumer behavior, customer relationship, etc. Marketing as a discipline has been evolving and new practices are constantly being implemented to keep up with the changes on the market, changes with the technology, as well as with the changes in the society."Article| Dhaval Patel| Statement ..."
♥ Book Title : A Quick Start Guide to Social Media Marketing
☯ Full Synopsis : "Fragmented markets, hyper-competition and over-supply means companies must add customer value. Using social networks as a key marketing tool can lead to improved customer satisfaction, better professional relationships and increased effectiveness. A Quick Start Guide to Social Media Marketing applies relevant marketing theory to the fast changing world of social networking. Written by experienced professionals, it covers all aspects of social media marketing, including the benefits of social media marketing, how to apply advertising, PR and sales promotion, ethical behaviour, how to add value for customers, how to use social networking sites to acquire, retain and satisfy customers and crucially, the future of social media marketing. For anybody who wants to learn about high-impact, low-cost social network marketing that works, this Quick Start Guide provides an understanding of the key concepts and principles as well as insights into how theories and tools work in actual business scenarios."Article| Neil Richardson| Statement ..."
♥ Book Title : Social Media Marketing For Dummies
☯ Full Synopsis : "Get the last word on the most up-to-date social media marketing techniques If you're not tweeting, Facebooking, or blogging by now, your business is getting left behind. Social media marketing is a highly effective way to engage with your customers. It's an easy, inexpensive way to enlarge your audience, add customers, and build your business. This guide provides an indispensable resource for small businesses and start-ups looking for low-cost online marketing strategies, as well as for marketers in larger companies who want to be more involved with social media. Learn which social media sites best fit your business and how to take full advantage of them. Explore the many aspects of social media, including reviewing sites, monitoring competitors, and fitting social into your current marketing plans Launch a campaign, develop a voice, reach your audience on key and niche platforms, and embrace the influencers Identify social media sites that appeal to your target audience and learn which social platform works best for which objectives Learn to monitor results and assess your program's effectiveness This straightforward guide is exactly what busy marketers and entrepreneurs need to help them get up and running!"Article| Shiv Singh| Statement ..."
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♥ Book Title : Social Media Marketing: Breakthroughs in Research and Practice
☯ Full Synopsis : "In the digital age, numerous technological tools are available to enhance business processes. When these tools are used effectively, knowledge sharing and organizational success are significantly increased. Social Media Marketing: Breakthroughs in Research and Practice contains a compendium of the latest academic material on the use, strategies, and applications of social media marketing in business today. Including innovative studies on email usage, social interaction technologies, and internet privacy, this publication is an ideal source for managers, corporate trainers, researchers, academics, and students interested in the business applications of social media marketing."Article| Management Association, Information Resources| Statement ..."
♥ Book Title : Social Media Marketing
☯ Full Synopsis : "This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to “hear” about customer priorities and concerns on company managed channels as well as third-party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers. As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets."Article| Githa Heggde| Statement ..."