The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World

McGraw Hill Professional
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Today's Hottest Trends for On-the-Spot Marketing!

"A must read for media and marketers.”
—Alan Cohen, CEO, OMD USA

"What do fish tacos, data storage, and disaster relief all have in common? Each has harnessed the power of marketing that amplifies via the real-time social web. These and many other case studies are part of this engaging new book that details strategies for marketers to understand, evolve, and profit in the social age."
—John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of Spend Shift

"Understanding what's possible and how to use social media will be essential for every marketer; this book will hold your hand in this brave new world."
—John Miller, CMO, NBC Universal TV Group

"Like it or not, social media is here to stay. It needs to be understood, managed, and harnessed. This book tells you how. Read it!"
—Zhihang Chi, Ph.D., Vice President and General Manager, North America, Air China Limited

"Beverly Macy is a true innovator and thought leader in the field of social media marketing."
—Cathy Sandeen, Ph.D., MBA, Dean, UCLA Extension, University of California Los Angeles

About the Book

In an era when information travels at phenomenal speed along the “real-time Web,” a brand can explode into popular culture overnight--and die just as quickly. As a marketer, how can you stay ahead of the curve? How do you control the chaos? Two words: Social Media.

With The Power of Real-Time Social Media Marketing, you'll learn how to take advantage of today's "fluid" business environment and develop innovative ways to meet market demands. And here's the best part: all your tools--Facebook, Twitter, YouTube, and other sites--are free!

Leading figures in the exciting new world of sophisticated social media marketing, Beverly Macy and Teri Thompson explain how you can use this global, real-time platform to change how consumers interact with your brand. They then present detailed case studies illustrating how top organizations and emerging brand giants have proven the remarkable effectiveness of social media marketing. Find out how:

  • The American Red Cross turned a single "tweet" into $33 million worth of donations to earthquake victims in Haiti
  • Orange County Transportation Authority engaged citizens to participate in transportation planning and use
  • DIRE CTV boosted customer loyalty and trust by finding and solving complaints in real time
  • EMC transformed business processes by leveraging workforce social media proficiency and "open" behavior models

Marketers no longer have the luxury of time to develop, test, and measure a brand. Use the lessons in The Power of Real-Time Social Media Marketing to launch your brand in a fixed amount of time, accurately measure the impact of your activities, and instantly adjust to any unforeseen events.

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About the author

Beverly Macy (Beverly Hills, CA) is the CEO and Co-Founder of Gravity Summit, serves as Managing Partner of Y&M PARTNERS, a strategic advisory firm in Beverly Hills, CA, and teaches Executive Marketing courses for the UCLA Business and Management Extension Program. Gravity Summit provides events each year with the goal of bringing social media marketing tools to the business community.

Prior to these positions, Beverly spent 14 years at the Xerox Corporation in sales and marketing where she received top honors for generating outstanding revenue growth. Beverly is a published and accredited business author and is a much sought-after speaker and lecturer on social media, international marketing, and strategic business initiatives to government agencies, businesses, and non-profit organizations. Beverly lives real-time social media and has over 5K followers on Twitter.

Teri Thompson (Beverly Hills, CA) is Creative Director - Marketing, Media and Innovations with Gravity Summit Consulting Services and President of Rocky Peak Enterprises, LLC specializing in new technology, entertainment, social media, and branding. Teri served on the Innovations team at Initiative Media/IPG where she scoured the globe for new platforms from 3-D interactive to electronic ink. She was Media Director for U2 Bono's (RED) campaign with partners Apple, Converse, Motorola, Emporio Armani and Gap. Teri has spent 25 years as a marketing executive at ABC, CBS, NBC, and launched Fox Sports Net.

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Additional Information

Publisher
McGraw Hill Professional
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Published on
Jan 7, 2011
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Pages
256
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ISBN
9780071753470
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Language
English
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Genres
Business & Economics / Marketing / General
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Content Protection
This content is DRM protected.
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Reading information

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Connect with Your Customers. Anytime. Anywhere.

One million new users per month. Twenty-three check-ins per second. Millions of people—in every city, in every country, on every continent, and even from the Space Station—are vying to become mayors of their favorite shopping locations. What is foursquare and why has it become the hottest customer magnet ever conceived?

Foursquare is a social, mobile networking app that empowers customers to check in at businesses and share their locations with friends through smartphones and PDAs. A pioneer in location-based services (LBS), foursquare invites your customers to experiment, to compete, to share, and to have deeper, more meaningful interactions with your products and services.

Internationally bestselling author Carmine Gallo not only has had unprecedented first-hand access to foursquare’s founders, he also has interviewed dozens of business owners and marketers who have revolutionized their businesses through The Power of foursquare.

You’ll discover the ice-cream chain that heated up sales dramatically, the nonprofit organization that raised $50,000, and the matchmaker who owes her entire business to foursquare. You’ll learn from fascinating case studies of major companies with active foursquare partnerships, including: The American Red Cross Jimmy Choo, London Chili’s Grill & Bar Bravo NASA RadioShack

Your customers are out there, constantly searching for places to go, games to play, and things to buy. Leverage The Power of foursquare and your customers will be in constant competition with each other over who loves your products and services the most.

Praise for The Power of foursquare

“The power to reach buyers at the exact time and the exact place they’re looking for what you offer has massive implications for all kinds of businesses worldwide. Carmine Gallo expertly shows you how to tap into the foursquare revolution, and he does it with a practical approach you can put to work in your business right now. There’s an epic swarm and it’s time for you to check in!”
—DAVID MEERMAN SCOTT, bestselling author of Real-Time Marketing & PR

“In real estate, it’s always been about ‘location, location, location.’ This book will show you why now it’s important for everyone.”
—MATTHEW SHADBOLT, Director of Interactive Product & Marketing, The Corcoran Group

“Gallo gets it. By using case studies from around the world, he captures the fun and the opportunity of using foursquare. I greatly enjoy Gallo’s stories of the amazing people and businesses that I know are doing it right!”
—NATHAN BONILLA-WARFORD, Tampa eye doctor, founder, Foursquare Day

Since its limited release just after the turn of the twentieth century, this American Tobacco cigarette card has beguiled and bedeviled collectors. First identified as valuable in the 1930s, when the whole notion of card collecting was still young, the T206 Wagner has remained the big score for collectors who have scoured card shows, flea markets, estate sales, and auctions for the portrait of baseball's greatest shortstop.

Only a few dozen T206 Wagners are known to still exist. Most, with their creases, stains, and dog-eared corners, look worn and tattered, like they've been around for almost a century. But one—The Card—appears to have defied the travails of time. Thanks to its sharp corners and its crisp portrait of Honus Wagner, The Card has become the most famous and desired baseball card in the world.

Over the decades, as The Card has changed hands, its value has skyrocketed. It was initially sold for $25,000 by a small card shop in a nondescript strip mall. Years later, hockey great Wayne Gretzky bought it at the venerable Sotheby's auction house for $451,000. Then, more recently, it sold for $1.27 million on eBay. Today worth over $2 million, it has transformed a sleepy hobby into a billion-dollar industry that is at times as lawless as the Wild West. The Card has made men wealthy, certainly, but it has also poisoned lifelong friendships and is fraught with controversy—from its uncertain origins and the persistent questions about its provenance to the possibility that it is not exactly as it seems.

Now for the first time, award-winning investigative reporters Michael O'Keeffe and Teri Thompson follow the trail of The Card from a Florida flea market to the hands of the world's most prominent collectors. They delve into a world of counterfeiters and con men and look at the people who profit from what used to be a kids' pastime, as they bring to light ongoing investigations into sports collectibles. O'Keeffe and Thompson also examine the life of the great Honus Wagner, a ballplayer whose accomplishments have been eclipsed by his trading card, and the strange and fascinating subculture of sports memorabilia and its astonishing decline.

Intriguing and eye-opening, The Card is a ground-breaking look at a uniquely American hobby.

New York Times bestseller

What makes things popular?

If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.

Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
The first inside account of the international soccer scandal that rocked the world and the American at its center—the incredible story of how a stay-at-home New York soccer dad illegally made millions off the world’s most powerful and corrupt sports organization and became an unlikely FBI whistleblower.

He was the middle-class Jewish kid from Queens who rose from local youth soccer leagues to the heights of FIFA, becoming a larger-than-life, jet-setting buccaneer—and the most notorious FBI informant in sports history. For years, Chuck Blazer skimmed over $20 million from FIFA, stashing his money in offshore accounts and real estate holdings that included a luxury apartment in Trump Tower, a South Beach condo, and a hideaway in the Bahamas. Instantly recognizable with his unruly mass of salt-and-pepper hair and matching beard—and a rotating crop of arm candy—Blazer was one of the most flamboyant figures in the glitzy social and political circles of international soccer. Over the course of thirty years, Blazer leveraged his friendships with the likes of Vladimir Putin, Hillary Clinton and Nelson Mandela, to increase his influence with the mandarins of global soccer—most notably Sepp Blatter, FIFA’s long-time godfather.

Once Blatter tapped Blazer to be the first American in almost fifty years to sit on FIFA’s executive committee, the erstwhile accountant steadily accumulated money and power—until 2013 when the FBI and IRS nabbed Blazer and charged him with fraud, money laundering, and tax evasion. In exchange for immunity, Blazer agreed to let the Feds install a microphone in his keychain to entrap his larcenous band of brothers—leading to the shocking arrest and indictment of eighteen FIFA officials for racketeering and bribery.

In this taut and suspenseful tale of white-collar crime and betrayal at the highest levels of international business, investigative reporters Mary Papenfuss and Teri Thompson draw on sources in U.S. law enforcement as well as in Blazer’s inner circle to tell the surreal tale of this astonishing character and the scandal that rocked the world.

The instant New York Times bestseller from Shark Tank star and Fubu Founder Daymond John on why starting a business on a limited budget can be an entrepreneur's greatest competitive advantage.

Daymond John has been practicing the power of broke ever since he started selling his home-sewn t-shirts on the streets of Queens. With a $40 budget, Daymond had to strategize out-of-the-box ways to promote his products. Luckily, desperation breeds innovation, and so he hatched an idea for a creative campaign that eventually launched the FUBU brand into a $6 billion dollar global phenomenon.  But it might not have happened if he hadn’t started out broke - with nothing but hope and a ferocious drive to succeed by any means possible.

Here, the FUBU founder and star of ABC’s Shark Tank shows that, far from being a liability, broke can actually be your greatest competitive advantage as an entrepreneur. Why?  Because starting a business from broke forces you to think more creatively.  It forces you to use your resources more efficiently. It forces you to connect with your customers more authentically, and market your ideas more imaginatively. It forces you to be true to yourself, stay laser focused on your goals, and come up with those innovative solutions required to make a meaningful mark. 

Drawing his own experiences as an entrepreneur and branding consultant, peeks behind-the scenes from the set of Shark Tank, and stories of dozens of other entrepreneurs who have hustled their way to wealth, John shows how we can all leverage the power of broke to phenomenal success. You’ll meet:

· Steve Aoki, the electronic dance music (EDM) deejay who managed to parlay a series of $100 gigs into becoming a global superstar who has redefined the music industry
· Gigi Butler, a cleaning lady from Nashville who built cupcake empire on the back of a family  recipe, her maxed out credit cards, and a heaping dose of faith
· 11-year old Shark Tank guest Mo Bridges who stitched together a winning clothing line with just his grandma’s sewing machine, a stash of loose fabric, and his unique sartorial flair

When your back is up against the wall, your bank account is empty, and creativity and passion are the only resources you can afford, success is your only option. Here you’ll learn how to tap into that Power of Broke to scrape, hustle, and dream your way to the top.
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