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Social Media Marketing: an Hour a Day, Second Edition Advance Praise for Social Media Marketing: An Hour a Day, Second Edition “If you’re looking for the definitive guide on social media, look no more. You are holding it in your hands. Whether you’re a social media novice or veteran, this book will be an invaluable resource in your journey to social media enlightenment and success.” —Kip Knight, President, KnightVision Marketing, and former Vice President of Marketing, eBay “Social Media Marketing: An Hour a Day, Second Edition is an important book not just for marketers but for all business leaders. It focuses on how social technologies are changing the very nature of the ecosystem that businesses operate in—from customers to partners to employees to other stakeholders. Dave covers this wonderfully and focuses on how a com- pany has to change its systems and processes internally to adapt to this ever changing reality. It’s a must read for current and future business leaders of all types!” —Gautam Ghosh, Platform Evangelist and India Marketing Head, BraveNewTalent “The thing I appreciate most about Dave’s book is that it is not only prescriptive but it is also built to fit into the busy schedule of any marketer (or executive). A must-read for anyone interested in putting social media marketing into practice.” —Aaron Strout, Head of Location-Based Marketing, WCG “Dave Evans gets social media! Social Media Marketing: An Hour a Day, Second Edition is a practical guidebook that integrates social strategy with the tools and metrics. I have used it with clients and business students with great results. If you spend an hour a day you will get social!” —Ira Kaufman, PhD; Assistant Professor, Lynchburg College; President, Entwine Digital Social Media Marketing An Hour a Day Second Edition Social Media Marketing An Hour a Day Second Edition Dave Evans Senior Acquisitions Editor: Willem Knibbe Development Editor: Alexa Murphy Technical Editor: Jake McKee Production Editor: Dassi Zeidel Copy Editor: Linda Recktenwald Editorial Manager: Pete Gaughan Production Manager: Tim Tate Vice President and Executive Group Publisher: Richard Swadley Vice President and Publisher: Neil Edde Book Designer: Franz Baumhackl Compositor: Kate Kaminski, Happenstance Type-O-Rama Proofreader: Candace English Indexer: Ted Laux Project Coordinator, Cover: Katherine Crocker Cover Designer: Ryan Sneed Cover Image: © Troels Graugaard/iStockPhoto Copyright © 2012 by John Wiley & Sons, Inc., Indianapolis, Indiana Published simultaneously in Canada ISBN: 978-1-118-19449-2 ISBN: 978-1-118-22767-1 (ebk.) ISBN: 978-1-118-24054-0 (ebk.) ISBN: 978-1-118-26527-7 (ebk.) No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: The publisher and the author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a particular purpose. No warranty may be created or extended by sales or promotional materials. The advice and strategies contained herein may not be suitable for every situation. This work is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If professional assistance is required, the services of a competent professional person should be sought. Neither the publisher nor the author shall be liable for damages arising herefrom. The fact that an organization or Web site is referred to in this work as a citation and/or a potential source of further information does not mean that the author or the publisher endorses the information the organization or Web site may provide or recommendations it may make. Further, readers should be aware that Internet Web sites listed in this work may have changed or disappeared between when this work was written and when it is read. For general information on our other products and services or to obtain technical support, please contact our Customer Care Department within the U.S. at (877) 762-2974, outside the U.S. at (317) 572-3993 or fax (317) 572-4002. Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley .com. For more information about Wiley products, visit www.wiley.com. Library of Congress Control Number: 2011946303 TRADEMARKS: Wiley, the Wiley logo, and the Sybex logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates, in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or ven- dor mentioned in this book. 10 9 8 7 6 5 4 3 2 1 Dear Reader, Thank you for choosing Social Media Marketing: An Hour a Day, Second Edition. This book is part of a family of premium-quality Sybex books, all of which are written by outstand- ing authors who combine practical experience with a gift for teaching. Sybex was founded in 1976. More than 30 years later, we’re still committed to producing consistently exceptional books. With each of our titles, we’re working hard to set a new standard for the industry. From the paper we print on, to the authors we work with, our goal is to bring you the best books available. I hope you see all that reflected in these pages. I’d be very interested to hear your comments and get your feedback on how we’re doing. Feel free to let me know what you think about this or any other Sybex book by sending me an email at [email protected]. If you think you’ve found a technical error in this book, please visit http://sybex.custhelp.com. Customer feedback is critical to our efforts at Sybex. Best regards, Neil Edde Vice President and Publisher Sybex, an Imprint of Wiley To my friends Jack and Dewey for showing me how to see what’s out there, and to my family for the drive to chase after it. Acknowledgments Social media and the rise of the social web are by definition a collaborative effort, and so the ideas in this book have come from everywhere. Dr. Richard Mancuso (physics) and Dr. Kazumi Nakano (mathematics) put me on a path seeking a quantita- tive understanding of the world around me. You’ll see the connection in Chapter 13, “Week 1: Objectives, Metrics, and ROI.” Dr. Anthony Piccione (poetry) gave me an appreciation for the written word. Steve Tufts pulled me from R&D into marketing and product management, and then Phil Ashworth pulled me into the space program. Xray introduced me to the “Why?” committee, and Roy Fredericks provided a social context for understanding business as it applies to earning loyalty in the Millennial generation. You’ll see these connections too. Susan Bratton and everyone at ad:tech, Pete Blackshaw, and Jim Nail provided the mentoring and thought leadership that led me into noninterruptive, trust-based marketing. My experience with the Word of Mouth Marketing Association formed the underpinning of my interest in and exploration of social media as a formal mar- keting discipline. Special notes to Robert Scoble for his commitment to business blog- ging and his conceptualization of the social media starfish; to Christopher Locke, aka Rage Boy, and his Entropy Gradient Reversal (he’s never heard of me, but I’ve been reading his stuff for years); and to Dave Ellett for his connection of the purchase funnel and social web through the social feedback cycle. My thanks to Alexa Murphy and everyone at Wiley/Sybex, in particular Dassi Zeidel and Willem Knibbe. I appre- ciate their continued support. I am indebted to Jake McKee, the technical editor for this book. Jake is an evangelist for customer collaboration, online communities, and fan groups. Jake was the global community relations specialist for the LEGO Company, where he spent five years on the front lines of customer-company interaction, building social projects and programs. Jake has a rich background in web development, community manage- ment, business strategy, and product development that gives his community work and insights into the subject matter of this book a unique spin. Jake is currently the prin- cipal and chief ant wrangler at Ant’s Eye View, a Dallas-based customer-collaboration strategy practice. I highly recommend talking with him. Where would I be if not for Austin, Texas, declared by city charter to be a multimedia industry–supportive city in 1994. My colleagues in Austin’s city gov- ernment, especially Jim Butler, and the professionals and partners I worked with at GSD&M and FG SQUARED all contributed to this book. My sincere appreciation to each of the businesses and organizations that contributed case studies: Without you and the work that you’ve shared, this book would be significantly less valuable.
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