Tom Funk - Advanced social media marketing: How to lead, launch, and manage a successful social media program
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Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program
Copyright 2013 by Tom Funk
This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publishers location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law.
ISBN-13 (pbk): 978-1-4302-4407-3
ISBN-13 (electronic): 978-1-4302-4408-0
Trademarked names, logos, and images may appear in this book. Rather than use a trademark symbol with every occurrence of a trademarked name, logo, or image we use the names, logos, and images only in an editorial fashion and to the benefit of the trademark owner, with no intention of infringement of the trademark.
The use in this publication of trade names, trademarks, service marks, and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights.
While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein.
President and Publisher: Paul Manning
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Any source code or other supplementary materials referenced by the author in this text is available to readers at www.apress.com. For detailed information about how to locate your books source code, go to www.apress.com/source-code/.
Dedicated to my wonderful and unusual extended family, especially
our newest member, Harrison James Lee. And to the two beloved
patriarchs who are no longer with us, Steve Funk and Chris Del Sesto.
Tom Funk has been involved in ecommerce and online marketing since the emergence of the commercial internet in the mid 1990s A senior marketing manager at Green Mountain Coffee Roasters, he has a wealth of experience in social media, online advertising, website usability, and more Tom is a frequent speaker at industry conferences and events His previous books include Web 2.0 and Social Media Playbook for Business
Id like to thank all the businesses whose stories and experiences helped shape this book
Thanks to Michael McHale at Subaru of America, and Chris Boudreaux of Accenture, for sharing their insights with me in interviews My writing also benefited from best practices learned from Select Design, Gary Vayverchuck and the team at VaynerMedia, Shama Khabani of Marketing Zen Group, Ted Wright of Fizz Marketing, Seth Godin, and the Zappos Insights crew
Thanks to Leslie Kennedy and Tina Rubio at Facebook for keeping us dialed into new developments, and getting me that coveted invite to a Facebook Hack Thanks too, to Fred Tietze, Amanda Swan, and Myra Sack at Extole for helping us navigate refer-a-friend campaigns, and OpenGraph sharing
Id like to thank everyone who makes social media tick at Green Mountain Coffee Roasters, especially Kristen Mercure who keeps them all in line Thanks to the folks on my Caf Express social media team, Marybeth Longo, Rob Ouellette, and Riley Houser, who launched our program and pushed it to greater heights Thanks to Brian Galloway, with whom its such a kick to test all those shiny, new Facebook advertising options.
My editor, Jeff Olson, is a joy to work with He knows his craft Hes smart, fast, and knows the care and feeding of those unpredictible beasts called authors Thanks also to Rita Fernando and Tamsin Willard, for moving the project swiftly and smoothly from manuscript to finished product.
Thanks to the Sugarbush ski patrol, Dr Eric Benz of Champlain Valley Orthopedics, and to Bristol Physical Therapy (Note to self: Next time youre on deadline for a book project, try not to ski into a tree.)
Finally, thanks yet again to my incredible wife Elizabeth and three fantastic daughters Hannah, Molly, and Louisa I couldnt have done it without you!
Understanding the Two ROIs of Social Media
Social platforms like blogs, Twitter, and Facebook make it almost effortless for businesses like yours to compose and post content to a potential audience of millions. Its faster and cheaper than large-scale publishing, promotion, or customer relations have ever been.
But it isnt free.
To use social media effectively today takes strategists, writers, community managers, graphic designers, app developers, and customer service reps. It all costs money, even before you throw in funds for brand monitoring and analytics tools, publishing and promotions software, buzz-building prizes and giveawaysor for paid social media advertising.
Thats what Mark Zuckerberg and other social media moguls are staking their future on: the notion that businesses and organizations will pay big money for ads on social networks.
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