The Social Wave by Hall, Starr -- Read -- Imperial Library of Trantor

Index

Title Page Foreword Preface 1 - SAILING THE SOCIAL OCEAN

How social media fits into marketing Using social vehicles as a listening channel Consistency with your online approach Leave out the sales bitching It is not about the numbers Your image and branding One-way vs. two-way messaging

2 - CREATING WAVES

The ripple effect Create compelling offers Question-posting back to your site Power boost your information social wave Start a group or fan page Interactive campaigns and contests Focus on word of mouth

3 - BE THE BIG FISH

Determine your brand personality Take risks to stand out Set up competition monitors Put your customers to work Send personal replies Build and seed your network

4 - STOP PADDLING UPSTREAM, START SAILING

Set your foundation Set automated systems Policies and procedures Constructing your follow-through system Implement an assessment system Deciding on your marketing budget Outsourcing all this stuff

5 - KNOW THE TIDE

Studying your market’s online behaviors Use advanced search functions on social sites Set up your customer service portal online Managing your newsfeeds Connecting with high-level networkers online Finding target market connections online

6 - HOW TO DEAL WITH THE SHARKS ONLINE

Dealing with trolls and mean people Get off the stream Humanize your brand Have a damage control plan in place

7 - JUMPING ON THE BLOGGING BOAT

The premier blog platforms Key benefits of blogging Create your blog message and content Identify and reach out to potential blog partners Marketing your blog Consumer reporting on your blog Develop ongoing plan

8 - THE OCTOPUS APPROACH FOR VIDEO CREATION AND MARKETI NG

Key areas of video marketing Video details Sites to upload on Video emailing, conferencing, and live broadcast Video optimization

9 - SWIMMING IN A SEA OF CONTENT

Create story hooks for media pick up Create content using the top tips approach How and where to post your content online Podcasting your content Steps to creating and launching a podcast journey online Dealing with spam online

10 - GET OFF OF THE ISLAND

Response etiquette Become HIP Asking for the business using the 3/3 rule Definition of asking Levying the power of ASK Offer teleseminars Making the most of your teleseminar Designing your teleseminar

11 - HOW TO CONVERT SMALL FISH INTO BIG FISH

Check the SPAM at the door Building your social proof Using your warm list Creating friend lists on social sites Mobile marketing to big fish Subscription sites Nine power steps to turn social into profit

12 - THE TIDAL WAVE APPROACH

Why PR works Building your online media list Preparing for contact Launching into media contacts

13 - ANCHORING ONLINE RELATIONSHIPS

Choosing an email marketing platform Calls to action (CTA) Lead capture Email messaging Behavioral email marketing Monitoring communication campaign results

14 - CHECKING OUT SOCIAL SHIPS ONLINE

15 - ONLINE HIDDEN TREASURES

Video resources Website and blog resources Social site resources Search engine optimization Location-based marketing

16 - CUSTOMIZE YOUR SOCIAL SHIP

Facebook is more than social Facebook storefront customization options Customize Twitter LinkedIn customization Customize YouTube channel

17 - NAVIGATING THE SOCIAL OCEAN

Setting goals and mapping plan Create an action list Learning systems

18 - MAKE SOME WAVES IN YOUR INDUSTRY

Financial planners Real estate Medical Government Attorneys/legal

19 - VICTORIES AND SHIPWRECKS

Mac-and-cheese shipwreck Dr. Pepper and that porn video shipwreck Toyota shipwreck Habitat shipwreck Murphy-Goode wine doesn’t pick a winner—another shipwreck DKNY shipwreck Makeover salon victory Liberty Bay Books victory Whole Foods victory turned shipwreck Will it Blend? victory Lifespan victory United Linen victory

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