Page 11 - Social Media Marketing for Dummies

Succeeding with Millennials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .264
Hitting the target . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .264
Appreciating the convenience of subscription services . . . . . . . . .265

CHAPTER 18: Accounting for the Influencers . . . . . . . . . . . . . . . . . . . . . . . 267
Knowing the Expert Influencers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .268
Reaching the Expert Influencers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .270
Tapping into the Referent Influencers . . . . . . . . . . . . . . . . . . . . . . . . . .272
Anonymous referent influencers . . . . . . . . . . . . . . . . . . . . . . . . . . .273
Known referent influencers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .273
Reaching the Referent Influencers . . . . . . . . . . . . . . . . . . . . . . . . . . . . .273
Cookie data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .274
Website behavior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .274
Tapping into the Positional Influencers . . . . . . . . . . . . . . . . . . . . . . . . .275
Understanding the circles of influence around
your customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .276
Letting consumers shape and share the experience . . . . . . . . . . .276
Articulating your product benefits for multiple audiences . . . . . .276
Fishing where the fish are . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .276
Offering friends and family incentives . . . . . . . . . . . . . . . . . . . . . . .277
Translating Influence to the Offline World . . . . . . . . . . . . . . . . . . . . . .278
Putting your customer reviews in your stores . . . . . . . . . . . . . . . .278
Marrying social media marketing with events and PR . . . . . . . . . .278
Measuring online buzz and offline influence . . . . . . . . . . . . . . . . .279
Connecting influencers at meet-ups . . . . . . . . . . . . . . . . . . . . . . . . .279
Treating your stores as cafés . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .280
Putting Twitter on the big screen . . . . . . . . . . . . . . . . . . . . . . . . . . .280

CHAPTER 19: Disrupting with Voice Search . . . . . . . . . . . . . . . . . . . . . . . . . 281
Understanding Voice Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .281
Benefitting from voice searches . . . . . . . . . . . . . . . . . . . . . . . . . . . .282
Reviewing smart speakers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .282
Interacting with Voice Assistants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .283
Discovering What Customers Want . . . . . . . . . . . . . . . . . . . . . . . . . . . .284
Providing Answers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .284
Creating flash briefings and Actions . . . . . . . . . . . . . . . . . . . . . . . . .285
Looking at brand examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .285
Developing your apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .286
Getting Your Content Ready . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .288

CHAPTER 20: Utilizing Messaging Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Looking at Messenger . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .291
Reviewing benefits for brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .292
Learning what users want when messaging brands . . . . . . . . . . .292
Setting Up Messenger . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .294

Table of Contents ix