The New Community Rules
New Community Rules
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- + Preface
Chapter 1. An Introduction to Social Media Marketing
- Where We Are Now
- + What Is Social Media Marketing?
- + What Makes “Social Media” Marketing Different?
- + A Brief Introduction to Social Media Portals
- The Web As a Means of Giving Consumers a Voice
- It’s Time to Join the Conversation
- Content Is Not King (Not by Itself, at Least)
- + Are You Ready for Social Media Marketing?
- So What’s Next?
Chapter 2. Goal Setting in a Social Environment
- + The Hurdle: Overcoming Fear About an Uncontrolled Message
Asking the Right Questions: Setting Goals for Your Campaign
- + Increased Traffic
- Increased Brand Awareness
- Improved Search Engine Rankings
- Reputation Management
- Increased Sales in Your Product or Service
- Established Thought Leadership
Social Media Marketing Scenarios
- Scenario: An online publication seeks additional page views and traffic
- Scenario: You have a product and want to get the word out
- Scenario: A search for your company name yields negative pages listed in the first four search results
- Scenario: You’re an expert on a particular subject and want to share your advice with the world
- + Making Your Goals SMART
Researching Your Social Media Community
- Who Is Likely to Buy My Product or Participate in My Service Offering?
- What Websites Are They Visiting Online?
- What Are People Saying About My Business and My Competitors?
- What Tools and Services Does My Target Audience Use on a Regular Basis?
- What Kind of Content Does My Audience Prefer to Read?
- + Formulating Your Strategy
- When Should I Pursue Social Media Marketing?
Chapter 3. Achieving Social Media Mastery: Networking and Implementing
- When Is It Appropriate Not to Respond at All?
- + How Do You Monitor the Conversation?
- + You’re Listening—What Now?
- + Planning Your Social Media Strategy
- Networking Within a Social Medium
- + Understanding and Listening to Your Audience
- The Importance of Giving
- Community Managers
Ten Commandments of Power Account Submitters
- #1: Thou shalt distinguish thyself with an avatar
- #2: Thou shalt be genuine
- #3: Thou shalt network
- #4: Thou shalt submit high-quality stories to the social sites
- #5: Thou shalt be fast
- #6: Thou shalt study the sources that have achieved greatness on social sites to understand what the community likes
- #7: Thou shalt dedicate time to the task
- #8: Thou shalt help thine friends
- #9: Thou shalt use consistent account names over all social networks
- #10: Thou shalt use other social networks for inspiration
- Should I Become a Power User?
- + Ten Commandments of Power Account Submitters
Chapter 4. Participation Is Marketing: Getting into
- The Cluetrain Manifesto: Markets Are Conversations
- + The “Participation Is Marketing” Phenomenon
- Graco Baby Case Study: “Participation Is Marketing” Translates to Brand Awareness and Exposure
- Tyson Foods Case Study: We Have a Blog and We’ll Use It for Good
- The Home Depot Case Study: Tapping into the Mindshare of Valued Customers
- Caminito Argentinean Steakhouse Case Study: The Steakhouse That Engages Online Everywhere
- Reputation Management
- Network Solutions Case Study: Reputation Management by Listening
- Reputation Management Monitoring: 12 Reputations You Should Monitor Online
- Considering a Reputation Management Strategy
Chapter 5. Using Blogs to Communicate, Influence, and Learn from Your
- A Short History of Blogging
- The History of Blogs, 1998–2009: Who Is Writing and Who Is Reading?
- Blogs As Online Influencers
- + How Blogs Are Consumed
- + A Beginner’s Guide to Blog Platforms
Writing for Blog Audiences
- Crafting the Blog’s Voice
Techniques and Tactics
- Use visual elements to capture attention
- Keep it clean and to the point
- Link to appropriate sources
- Write powerful headlines
- Provide reader-friendly lists
- Write informative how-to articles
- Use storytelling to your advantage
- Use interviews to encourage engagement credibility
- Write reviews of relevant products or services
- Use regular features to build a following
- Listen to your readers
- Don’t abandon your readers
- + Content Strategies for Bloggers: How to Find Inspirational Content
- + Blog Enhancements That Work
- + Involve Your Audience
- + How Blogs Are Discovered
- + What to Do If Your Corporate Policy Disallows Blogging
Chapter 6. Microblogging Magic: How Twitter Can Transform Your Business
- A History of Twitter
- Twitter for Business Is Born
- Using Twitter
How to Achieve Business Goals Through Twitter
- Using Twitter to Generate Sales: The Big Guns
- Using Twitter to Generate Sales: The Smaller Companies
- + Using Twitter for Customer Service
- + Using Twitter for Brand Awareness
- + Using Twitter for Client Acquisition
- Using Twitter As an Official Communications Channel
- + Other Business Uses of Twitter
- + Tools of the Twitter Trade
Chapter 7. Getting Social: Facebook, MySpace, LinkedIn, and Other Social
- Introduction to Social Networking Sites
Facebook: The Digital You
- + MySpace: Personalized Connections
Getting Professional with LinkedIn
- The Big Social Networks Abroad
Chapter 8. Informing Your Public: The Informational Social Networks
Human-Edited Social Search
- + Choosing the Best Answers: Using Yahoo! Answers for Social Media Marketing
- Other Q&A Websites to Be Considered in a Social Media Marketing Strategy
- Knowledge Is Power
- Create Your Own Wiki
- + Human-Edited Social Search
Chapter 9. Leaving Your Mark: How to Rock the Social Bookmarking Space
- + A Timeline: The Past, Present, and Future
Using Social Bookmarking Sites
- + Other Social Bookmarking Sites
Chapter 10. Social News Brings You Page Views
- + The Wisdom of Crowds
- What Is Social News?
What Are Social News Websites?
The Big Players in Social News
Chapter 11. New Media Tactics: Photography, Video, and Podcasting
Using Your Pictures to Market Yourself
- + Beyond Stationary: The Video Marketing Guide
- Evangelizing Content Producers Through Photos and Video
- + The Emergence of Podcasting and the Podcast Today
- + Using Your Pictures to Market Yourself
Chapter 12. Sealing the Deal: Putting It All Together
- Identification: Telling People Who You Are
- The Social Media Workflow
- + Revisiting Return on Investment
- + Am I Done Yet?
- + Strategizing in Social Media Communities
- Thinking Outside Social Media Communities: Face-to-Face Interactions
Fostering Creativity Online
- Viral Strategy #1: Lists
- Viral Strategy #2: The Quiz or Questionnaire
- Viral Strategy #3: Participatory and Interactive Video or Games
- Viral Strategy #4: Tell a Story with Images
- Viral Strategy #5: Build a Tool
- Viral Strategy #6: Teach Your Users How to Do Something
- Encourage “Old-School” Tactics, Too
- The Bottom Line
Appendix A. The Ultimate Social Media Etiquette
- Social News—Digg, Sphinn, Mixx, Reddit, Tip’d (and a Whole Load of Related Sites)
- Blogging and Commenting
- Other Social Sites
- Finally, a Word on Social Media Etiquette in General
- + Appendix B. Recommended Reading
Blogs, networking sites, and other examples of the social web provide businesses with a largely untapped marketing channel for products and services. But how do you take advantage of them? With The New Community Rules, you'll understand how social web technologies work, and learn the most practical and effective ways to reach people who frequent these sites.
Written by an expert in social media and viral marketing, this book cuts through the hype and jargon to give you intelligent advice and strategies for positioning your business on the social web, with case studies that show how other companies have used this approach.
The New Community Rules will help you:
Explore blogging and microblogging, and find out how to use applications such as Twitter to create brand awareness
Learn the art of conversation marketing, and how social media thrives on honesty and transparency
Manage and enhance your online reputation through the social web
Tap into the increasingly influential video and podcasting market
Discover which tactics work -- and which don't -- by learning about what other marketers have tried
Many consumers today use the Web as a voice. The New Community Rules demonstrates how you can join the conversation, contribute to the community, and bring people to your product or service.