Page 13 - Social Media Marketing for Dummies

Making SMM Work with TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .327
Awareness through TV; engagement via the Internet . . . . . . . . . .327
Awareness, engagement, and conversion with television . . . . . . .328
Measuring the effectiveness of TV and the second screen . . . . . .329

CHAPTER 23: Building an SMM Mobile Campaign . . . . . . . . . . . . . . . . . 331
Looking at Consumer Trends in Mobile . . . . . . . . . . . . . . . . . . . . . . . . .332
A telephone and much more . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .332
The release and adoption of smarter phones . . . . . . . . . . . . . . . . .333
Understanding the Many Paths within the Mobile Channel . . . . . . . .335
Keeping in Mind Mobile Phone Capabilities . . . . . . . . . . . . . . . . . . . . .337
It’s a snap: Using the camera . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .338
Location, location, location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .338
Near-field communications and RFID . . . . . . . . . . . . . . . . . . . . . . . .339
Phone interaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .339
Fitting Mobile into Your Social Media Practices . . . . . . . . . . . . . . . . . .340
Defining mobile marketing and its place within
the social media context . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .341
Uniting mobile marketing with social media . . . . . . . . . . . . . . . . . .342
Supporting a cause . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .343
Building Your Own Mobile-Enabled Communities . . . . . . . . . . . . . . . .345
Leveraging existing online communities . . . . . . . . . . . . . . . . . . . . .345
Creating your own social offerings: applications
and widgets galore . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .346
Adding Social Media Elements to Mobile . . . . . . . . . . . . . . . . . . . . . . . .347
Portable social graphs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .347
Searching with mobile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .347
Harnessing Mobile to Support Social Media . . . . . . . . . . . . . . . . . . . . .349
Deciding When to Build a Mobile App . . . . . . . . . . . . . . . . . . . . . . . . . .350
CHAPTER 24: Encouraging Employees to Advocate for

Your Brand on Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . 353
Embracing the Idea of Employee Collaboration . . . . . . . . . . . . . . . . . .354
Rewarding teams . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .355
Treating everyone equally . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .355
Trusting your employees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .355
Creating the right culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .356
Placing a premium on groups with a purpose . . . . . . . . . . . . . . . .356
Avoiding excessive snooping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .356
Picking Social Software for Social Influence . . . . . . . . . . . . . . . . . . . . .357
Rethinking the Intranet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .359
Getting rid of the buzzwords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .359
Don’t try to control too much . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .360
Surfacing the connections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .360

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