How to Make Money Marketing Your Business on Facebook

Pearson Education
9
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The condensed guide summarizing everything you need to know to help your business win in the Facebook Era: Learn tools from effective strategy to profitable execution, systems, and policies.

Like the Internet before it, Facebook is changing every aspect of business and society. Facebook has in fact become, for all intents and purposes, the new Web. What does this mean for your organization?

Fifteen years ago, we had to master email. Today, we must master Facebook to stay relevant with customers. Business leaders who cultivate fans on social media are reaping repeat sales, cross-sales, and referrals. Those who don’t are missing out on critical conversations and risking brand irrelevancy. 2010 was about social media strategy, vision, and learning. 2011 is all about execution.

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About the author

Clara Shih is author of the bestselling book The Facebook Era and founder/CEO of Hearsay Social, which provides Facebook, LinkedIn, and Twitter enterprise management technology for the Fortune 500. Named one of Fast Company’s Most Influential People in Technology, Ms. Shih is credited by Forrester Research and others as having launched the social business movement in 2007 when she developed the first business application on Facebook. As marketing and alliances executive at salesforce.com, she led the company’s social networking initiatives. She has also worked in corporate strategy and software development at Google and Microsoft. Her book, The Facebook Era, has been featured in The New York Times and is being used as a textbook at Harvard Business School.

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Additional Information

Publisher
Pearson Education
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Published on
Feb 1, 2011
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Pages
48
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ISBN
9780132693516
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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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Eligible for Family Library

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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

“For crying out loud, IBM ‘gets’ social media. Don’t you think it’s about time that you do? This is the book to get you started.”
--Guy Kawasaki, author of Enchantment

“Get Bold is...a book to be embraced, studied, and implemented.”
--Jeffrey Gitomer, author of The Little Red Book of Selling and Social BOOM!

With Forewords by Charlene Li, author of Open Leadership, and Mike Rhodin, Sr. Vice President, IBM SWG Solutions

How to Drive Maximum Business Value from Social Media!

From Sandy Carter, one of the leaders of IBM’s groundbreaking Social Business initiative

A complete framework, practical examples, and expert guidance for executing on YOUR Social Business AGENDA:
Align organizational goals and culture
Gain social trust
Engage through experiences
Network your business processes
Design for reputation and risk management
Analyze your data
...and win!

Using social media, tools, and techniques, you can build a profound Social Business: one that is more dynamic, collaborative, efficient, and customer-driven--and far more successful. To capitalize on this monumental opportunity, however, you must deeply infuse the techniques and ethos of social collaboration throughout your organization.

In Get Bold, IBM social media pioneer Sandy Carter presents a comprehensive framework for transforming your business into a winning Social Business. Carter’s proven six-step AGENDA addresses goals, culture, governance, listening, trust, engagement, experience, processes, reputation/risk management, analytics, and even globalization.

Packed with detailed workstreams, expert guidance, and real case studies, Get Bold can help you radically improve the way you operate--in areas ranging from innovation to cost reduction, customer relationships to talent management.

Identify the transformations needed to become a Social Business More fully leverage internal and external networks you already have Engage customers with “integrated, interactive, and identifying” experiences Use social techniques to streamline, extend, and improve your processes Manage the risks of deeper connections with clients and employees Analyze and socialize data to discover what’s happening and predict what’s coming
Supercharge the way you build business relationships—online and off!

Business success is all about connections, relationships, and networks! In New Business Networking , Dave Delaney shows how to combine proven offline business networking techniques with the newest social media—and make them both far more effective. Drawing on nearly 20 years of experience building great online and offline communities, Delaney offers easy step-by-step directions, plus examples from some of the world’s top relationship builders. You’ll discover little-known tips for reaching out more efficiently and more personally…great ways to meet your Twitter connections “in real life”…new ways to build your network before you need it, and make the most of it when you need it!

• Identify, research, and actually reach your best potential connections
• Create a personal landing page that builds relationships
• Grow a thriving LinkedIn network you can count on for years to come
• Use third-party services to supercharge the value of your Twitter feed
• Encourage people to engage more deeply with you on Facebook
• Make powerful new connections through Google+ and Google Hangouts
• Use fast-growing networking tools like Instagram, Eventbrite, Rapportive, Evernote, Plancast, Meetup, Batchbook, Highrise, and Nimble
• Organize in-person events that work—and find sponsors to pay for them
• Listen and converse better, and remember more of what you hear
• Avoid oversharing and other social media faux pas
• Transform your business card into a powerful agent on your behalf
• Nurture and deepen the relationships you’ve worked so hard to create

NEW Best Practices and Techniques for Growing Your Business with Facebook, Twitter, and LinkedIn! Completely Updated! Five new chapters: planning/metrics, customer service, and much more New and revamped case studies New guest contributions from world-class experts, such as Charlene Li New, instantly actionable “To Do” lists after every chapter New Facebook discussion threads and much more!

Whatever your business or organizational goals, this book will help you use social networking to achieve them. Renowned social networking innovator Clara Shih brings together powerful new insights, best practices, and easy-to-use “To Do” lists packed with proven solutions from real-world case studies.

Writing for entrepreneurs and business professionals across marketing, sales, service, product development, and recruiting, Shih demonstrates how to move from tactical, reactive use of social networks toward strategic, proactive approaches—and how to accurately measure success.

This edition adds extensive new coverage, including hands-on techniques for hypertargeting, engaging customers through Twitter and LinkedIn, leveraging changing social norms, and much more. You’ll also find more than three dozen guest contributions from world-class experts such as author Don Tapscott and Harvard Business School professor Mikolaj Piskorski, as well as a brand-new chapter on customer service and support, today’s fastest-growing area of business social networking.

Shih has even added new chapters focused on advice for small businesses, healthcare and education organizations, nonprofits, and political campaigns—making this the one indispensable social networking guide for every organization!

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.
Social media is now the dominant online activity and drives more website traffic than online search. The implications for businesses are as profound as the rise of Google 15 years ago. Amidst the demands of running a business, it can be alluring to fully delegate "digital" to the digital team. But in today's wired environment, digital is actually everyone's job. Company leaders and professionals must seek to personally grasp the tectonic changes arising from the always-connected customer, and then rethink traditional business models, business practices, and even their own job responsibilities and careers accordingly.


In The Social Business Imperative , Silicon Valley entrepreneur and renowned thought leader Clara Shih identifies powerful new opportunities created by social media across the entire customer lifecycle. As described in the book's foreword, written by Starbucks Chairman and CEO Howard Schultz, this guide is a must-read for all professionals. From boards of directors, CEOs, and Chief Marketing Officers to to front-line sales managers, recruiters, IT, and compliance directors, no role is untouched by the social, mobile, digital transformation. This book explains how to adapt and thrive in this brilliant new world order by understanding the transformation taking place not only in one's own department but across the customer journey. Only with this broader understanding can functional leaders collaborate on delivering a cohesive experience spanning previous organizational silos.

Going far beyond her global bestseller The Facebook Era , Shih offers unprecedented insights into why and how traditional organizations must re-imagine their existing business processes to capture “the digital last mile” across social, mobile messaging apps, Internet of Everything, and the collaborative economy. Drawing on her immense experience helping Fortune 500 companies operationalize digital transformation to drive measurable uplift in sales and loyalty, Shih also presents powerful new case studies spanning multiple industries and companies from Wells Fargo to Warby Parker.

“A book worth reading, a voice worth listening to, from a leader of real consequence. A clarion call on the promise and potential of social channels to transform business.” —Walter Robb, Co-CEO, Whole Foods Market


“This is a must-read for any business leader who wants to thrive in this time of disruptive change.” —Chip Bergh, President & CEO, Levi Strauss & Co.


"Whether you're a global brand, small local business, or individual who wants to turn your passion into a livelihood, this book simply and clearly articulates how to channel the power of social media to delight audiences and grow your business." —Marne Levine, COO of Instagram


“Almost overnight, social media has transformed business and the way we as companies interact with our customers. In a way, social media has become part of everyone’s job. Clara's book gets right to the heart of the matter and gets us thinking critically about what could be next on this roller coaster ride.” — Robin Hayes, President and CEO, JetBlue


“The power of Clara’s book is it highlights not only social media practices but fundamental business practices and how company leaders need to entirely rethink customer engagement models. The implications for every business, regardless of industry or geography, of today’s social, connected consumer cannot be overstated. This book provides a powerful vision and compelling call to action for company leaders everywhere.” — Ted Mathas, Chairman and CEO, New York Life

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