Page 434 - Social Media Marketing for Dummies
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conversations, monitoring, 91–92           customer service, 63–65, 153
            conversions                                customer support, 247, 377
              as a Snapchat objective, 207             customers. See also consumers
              through TV, 328                           as an audience group, 123–125
            Convert with Content, 132                   asking for feedback on content, 309
            Convince and Convert (blog), 404            circles of influence around, 276
            Cook, Tim (CEO), 351                        learning about, 123–125
            cookie data, 274                            reaching on Snapchat, 208
            coolness, brands and, 293                   researching online activities of, 34–38
            Cooper, Alan (author)                       what they want, 284
              The Inmates Are Running the Asylum, 38   customization, brands and, 293
            Copyblogger (blog), 404                    customized channels (YouTube), 164–165
            corporate citizens, marketers as, 25–27
            correlating data with business objectives, 366  D
            cost
              LinkedIn, 176                            dashboard (Tumblr), 232–238
              Medium, 242                              data
              WhatsApp, 299                             about, 395
            cost-per-click (CPC), 144                   best practices, 397–398
            cost-per-engagement (CPE), 156              correlating with business objectives, 366
            cost-per-impression (CPM), 144, 181         marketing and, 400
            cost-per-thousand-impressions (CPM), 156, 181  new laws protecting, 398–399
            The Counterituitive CEO (blog), 85          preparing, 373–374
            crawl, 35                                   problems with, 372–373
            crisis, social media, 382–383               types of, 395–397
            criticism, responding to, 92–93            deals, Twitter for making, 153
            cropping tools (Instagram), 196            delivering, social media and, 341
            cross promotion, on Pinterest, 214–215     Dell Outlet, 153
            CrowdContent (website), 389                demograpics, personas and, 39
            crowdsourcing, 82, 107–110                 department silos, 372
            culture, creating the right, 356           deploying AI tools, 374
            Custom Audience tool (Facebook), 274       descriptive real-time insights, 387
            customer effort score (CES), 371           design
            customer experience (CX)                    skills as a resource issue, 128
              about, 368                                of websites, 309
              analyzing customer journey, 371–372      destructuring, with intranet, 362–363
              measuring, 370–371                       DeviceAtlas (website), 334
              personalizing, 368–370                   digital ad creative testing, 388–389
            customer information, websites and, 304    digital advertising, real-time distribution
                                                          through, 390
            customer journey, analyzing, 371–372       digital platforms, influencers and, 16–17
            customer lifetime value (CLV), 366         direct mail, compared with social media
            customer reviews, 278, 311–312                marketing, 18–19
            customer satisfaction (CSAT), 371          direct marketing communication, 340


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