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01. Getting started - how to create a compelling social media programme -- Welcome to the digital crossroads! -- Danielle Ryan, digital channel and conversion manager, Ryanair -- Defining your target market -- Defining your objectives -- Richard Costa-D'sa, managing director and partner, Jam -- Placing your social programme within the broader business context -- Auditing (what's our social impact to date?) -- Creating a plan (understanding your social levers) -- Ownership (who gets the reins?) -- Buy-in (who is going to support you?) -- Jemima Gibbons, social media strategist, writer and blogger -- Your listening post -- Working the data -- Patience is a virtue -- Setting your goals -- strategic game plan -- Chapter conclusions -- Case study: Topman/Google -- 02. Rules governing the relationship between search and social -- new world of the three S's -- Joseph Morgan, director of strategy, Matter Of Form, The Brand Interactions Agency[™] -- Elaine Lindsay, international speaker and media consultant -- Chapter conclusions -- Case study: Young and Well Co-operative Research Centre/Zuni -- Case study: Crabtree & Evelyn/Uber -- Case study: James McCabe/Hit Social -- 03. How to budget for social media activities -- So where is the spend really going to get us? -- Laurent Francois, executive creative strategist and co-founder, Re-Up -- Splitting the different lines of tasks -- Team -- Advertising -- Splitting the different lines of activities -- Trina Albus, president, Magenta -- Building a strong team -- Choosing the right tools -- How much should I spend on tools? -- Creating a clear paid strategy -- Ema Linaker, head of Social Centre of Excellence (MENA), Leo Burnett/Holler -- Have purpose -- Be human -- Pass the `why care, why share?' test -- Make the experience social -- Integration -- Pay attention -- Chapter conclusions -- Case study: Expedia/[a·mo·bee] -- Case study: HomeServe/Reevoo -- 04. Setting KPIs and measuring success -- Making it all count! -- Magnus Jern, Golden Gekko -- Setting KPIs -- Tools to measure success -- Using analytics data to further improve the service and ROI -- Adolfo Aladro Garcia, chief operating officer, ADTZ, Madrid -- Applause and engagement -- Social metrics -- Conor Lynch and Ivan Adriel, Connector -- Listen carefully: your consumers are talking about you online -- 10 benefits of social media monitoring -- Social media monitoring process -- metrics for monitoring social networks -- Choosing digital listening tools -- Conclusion -- Alpesh Doshi, CEO, Fintricity -- Digital marketing -- Data, central to the new marketing model -- Leaders in using data -- Chapter conclusions -- Case study: Goody Good Stuff/Shoutlet -- Case study: Facebook Audience Insights for MENA/Red Blue Blur Ideas -- Case study: Positive Power Sp. z o.o./MusclePro -- 05. Understanding social media ROI - what matters and what doesn't -- Please give me clarity! -- Ana Jesus, EMEA marketing manager, Shoutlet -- What matters -- What does not matter -- Ema Linaker, Holler/Leo Burnett -- From social media metrics to social media engagement -- James Eder, founder and head of new business, The Beans Group -- Know your audience -- Be authentic -- Be social by design -- Jenna Hanington and Molly Hoffmeister, Salesforce -- Goal 1 Increase follower engagement -- Goal 2 Increase brand awareness -- Goal 3 Prove Social media ROI -- Mark Walker, content marketing and social media manager, Eventbrite -- Distribution -- Engagement -- Sales -- Investment -- Conclusion -- Kieran Kent, managing director, Propeller PR -- Setting social media goals -- B2B success stories -- Bake social into the rhythm of your business -- Put in place an editorial strategy that makes sense for your brand -- Develop a different approach for each platform -- Conclusion -- Chapter conclusions -- Case study: Quantcast/Tweeting to the right audience -- Case study: Remington SE/Shoutlet -- 06. Why social media is central to customer experience -- customer is always right, right? -- Marc Duke, consultant specializing in B2B marketing -- Isabelle Quevilly, independent digital strategy director -- Neil Witten, chief technology officer, founder and product owner, StoryStream -- Ellie Mirman, director of marketing, HubSpot -- Thirty terrible pieces of social media advice to ignore -- Paul Handley, CEO, Hit Social Media -- Obtaining maximum page-like increase on Facebook -- Omaid Hiwaizi, chief strategy officer (UK) and Adrian Nicholls, head of digital (UK), Geometry Global -- Embracing the power of social influence on purchase -- Brands are already embracing opportunities to drive sales through social influence -- Conclusion and takeouts -- Peter Simpson, CMO and strategic alliances strategist -- Social media: adding trust to online shopping -- Positioning your brand for social media success -- Ratings and reviews -- Social media is here to stay -- Chapter conclusions -- Case study: The Environment Agency/Sentiment tool, Dam Digital -- Case study: Mountain Hardwear/purechannelapps[™] -- Case study: Argos/Dam Digital -- 07. How to build a social media team - how to pick the right suppliers -- Hired or fired? -- Lee Wilson, campaign delivery manager, Red Rocket Media -- Why do you want social media? What are your objectives? -- All social media agencies are the same - so it's all about price? -- Mazher Abidi, head of social media, Initiative MENA -- Social media employees are still employees -- Social media users are not social media marketers -- Erudite and creative -- Concluding remarks -- Chapter conclusions -- Case study: El Armario de la Tele/ADTZ -- 08. Understanding the relationship between online PR and social media -- How social media has turned traditional PR on its head -- Jack Cooper, Vertical Leap Digital/Red Rocket Media -- So, what type of PR is available through social media? -- Social media has enabled cost-effective discovery -- There is an era of fierce competition -- Be direct, be efficient and use the power of the hashtag -- Integration - using social media as a part of your PR strategy -- Social media PR can go wrong -- Quality content is key -- Measuring the accountability of social PR -- Jim Dowling, managing partner, Cake -- Be intelligent -- Make sure you have a great idea -- Get people to see it -- Make sure it worked -- Laura Crimmons, Branded3 -- Journalists' use of social media -- Positioning social media in your business environment -- Mathew Sweezey, Salesforce -- Real-time bidding -- Precision content and targeting -- Ithamar Sorek, Glow Media -- How does native advertising fill the gap between brand publishing and banner advertising? -- Chapter conclusions -- Case study: Proficient City/Glow Digital Media -- Case study: Direct Blinds/Shackleton PR -- 09. future for social media and the vastly changing landscape -- future is speeding towards us: are you ready to take the next leap? -- Anil Nair, CEO and managing partner, Digital L&K/Saatchi & Saatchi -- Social content management: curation and social bookmarking -- Decentralization of power -- Behavioural shifts -- Be guerilla -- Fission and fusion -- Wall meltdown -- Jason Mander, head of trends, GlobalWebIndex -- Fast-growth markets -- Lauren Friedman, head of social business enablement, Adobe -- Infuse social media into every aspect of the way you do business -- Enable, empower and educate your employees to be social on behalf of your brand -- Be where your customers are... on their phones -- Targeting - getting it right -- Paul Armstrong, FORTH/WITH -- future is still TBD -- But isn't mobile the future of social? -- Dark social will lighten up -- People will refocus on the realities of social -- Distribution will become a staple part of all strategies in the future -- So that leaves us with? -- Simon Kingsnorth, digital marketing director -- growth of mobile -- growth of video -- growth in location-based technology -- Non-Western-based social media -- Social media - not just a channel for youth -- new face of customer service -- Forecasting further ahead -- Mike Berry, Mike Berry Associates -- Social media will not be `un-invented' -- But the `usual suspects' may well change -- Social media will be increasingly enabled/facilitated by technological advances -- Social listening will become increasingly sophisticated -- Brands will increasingly get their act together -- Chapter conclusions -- Case study: BNP Paribas/Tweet & Shoot -- 10. Risk assessment and risk management in social media -- Play safe to stay in control -- Tom Chapman, content specialist, Red Rocket Media -- How is social media dangerous? -- Create a social media risk assessment -- How FedEx handled a social media crisis -- What can we learn from FedEx? -- Do not fear social media -- References -- Chapter conclusions -- Case study: eBay/[a·mo·bee]. |
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