|
Brief Annotated Table of Contents
The Social Media Bible
2009 Edition
Introduction: How To Use This Book
• What Is Social Media
• How To Use This Book
The Introduction will briefly introduce the main ideas of the book. We will discuss what Social Media is, what Web 2.0 is, where it came from, how it is currently affecting businesses, what impact it will have on all business, marketing, sales, P.R., nonprofits, and education. This is an overview summary to familiarize the reader with the concept and scope of Social Media. The Introduction will also discuss how the book is designed and explain the purpose of each of the three parts of the book.
Part I – Social Media Background Basics
Social Media incorporates and builds upon technologies and applications you already may be using. The book is not intended to teach you how to build better websites or execute more effective email campaigns, for example, but you cannot develop and implement an effective social media strategy without an awareness of how some of these “older” technologies play a role in a Web 2.0 world. Part I will revisit and review some of these older technologies as well as give you a basic understanding of some technologies you may be less or even totally unfamiliar with. So, whether you are a social media novice or social media savvy, Part I is the “functional knowledge foundation” upon which the rest of the book is built.
Chapter 1: What Is Social Media
• What Is Social Media?
• What Is Web 2.0
• How Social Media Will Affect You And Your Business
Chapter 1 introduces the concept of Social Media and Web 2.0. We will discuss where Social Media came from, where it is today and how it will affect us as individuals and especially the affect Social Media will have on our businesses and how we compete in a global market place. We'll compare the coming impact of Social Media to the far-reaching affects that other technologies (from the automobile to the Internet) have had on our society and why Social Media will affect the way we communicate with our customers and with each other.
Chapter 2: What’s A Wiki
• What’s A Wiki?
• Wikipedia, WikiHow, & Other Examples
• How Wiki Ties It All Together
Chapter 2 explores the concept of “wiki” and will introduce the concept of User Generated Content (UGC). We will explore how individuals can influence public opinion and how one individual can compete, confront, or control previously untouchable corporations. We will also explore the concept of Wikipedia and similar content web sites that are changing the way publishers look at publishing, the media at conventional media, and power of Crown Sourcing, Smart Mob, and Crown Wisdom.
Chapter 3: The New Email Marketing
• Email For Effective Communication
• WII-FM (What’s In It – For Me)
• The Five Things You Need To Know About Email Marketing
• The 1.54 Second Subject Rule
• Content Really Is King
• Getting Through SPAM Filters
• Segmenting To Maximize Conversion
• Day Parting Will Get It Read
• 10 Minute Email
• The Value Of Email Marketing
Chapter 3 will show you that thought you understood how email worked. With Social Media and some state-of-the-art tricks, email can be used as a powerful, practically free and very effective marketing tool. We will entice the reader by discussing the five most important things you can do to guarantee a successful email marketing campaign by using Social Media. We will explore the importance of the 1.54 second subject line, and the 5.0 second opening sentence to communicate your customer’s WII-FM among other successful concepts.
Chapter 4: Are Your Web Pages Killing Your Business
• Defining The Web Page
• Your Home Page Is The Worst Thing You Can Do
• How To Use Rich Media
• Content Is Still King
• The What’s In It - For Me (WII-FM)
• Using Social Media On Your Web Page
• Have It Ready For When Your Customers Arrive
Chapter 4 discusses why your web pages are killing your business; everything from poor content, to low keyword density, to only focusing on your home page. We also discuss the 10 things you never do with your web page as well as the 15 things you always needs to do to your web pages to have them effective and successful.
Chapter 5: The Internet Forum
• How Forums Can Make Or Break Your Company
• Why Chat Rooms
• The Social Value Of Chat Rooms
• Examples: AOL & Paper Modelers
Chapter 5 explains the evolution of the forum from the first chat rooms and Internet forums to setting the segue to today’s blogs. This chapter also discusses the power of like minds and the marketing advantage of locating your product or services “watering holes.” We'll also introduce the idea of how Internet forums can make or break your company and the importance of creating two-way communication with your customers.
Chapter 6: Infamous Blog
• Defining The Blog
• Why You Need A Blog
• How To Start Your Own Blog
• Examples: WordPress, Blogger.com & GoingOn
Chapter 6 introduces the concept of social networking and builds upon the concept of the Internet Forum. We will also discuss how blogs influence popular opinion, are interlinked, and can circulate worldwide in an instant, with both good or bad content about you, your company, or your products. An angry customer tells up to 20 other people about a bad experience. A satisfied customer shares good experiences with 9-12 people, and it costs five times as much to acquire a customer as it does to keep one.
Chapter 7: Talking About The Podcast
• Defining The Podcast
• The Value Of Podcasting
• How To Create Your Own Podcast
• Examples Of Podcasts: PodBean, Grid7, & PodCast.com
Chapter 7 builds upon the building blocks of Social Networking and user Generated Content (UGC). Here, we will discuss how the use can create a quality podcast that evangelizes your products, services, and point of view that can be distributed free of charge around the world. We also will provide the user with free web sites, examples and step-by-step instructions on how to create your own podcasts.
Chapter 8: Take A Look At The Vlog
• Defining The Vlog
• How To Create Your Own Vlog
• The Value Of Vlogging
• Examples of Vlog Web Sites: PodTech
Chapter 8 shows the user the added value of video information. We will discuss how video is more communicative to customers and how easy a video log (Vlog) is to produce and distribute. This chapter will build on the concept that visual communication accounts for the following: 55% of communication comes from body language, 38% from voice, and only 7% from words.
Chapter 9: Listen To Me About Internet Radio
• Defining Internet Radio
• How To Create Your Own Radio Show
• The Value Of Your Own Radio Show
• Examples Of Radio Livecasting: BlogTalkRadio & ContactTalkRadio
Chapter 9, We will explain how anyone with a topic can create their own live Internet radio program. Live radio is also referred to as “Livecasting”. And, like most Social Media tools, Livecasting is absolutely free. As we have learned with game shows and the “soaps”, any topic can be sponsored by a product or service.
Chapter 10: Connecting To Social Networks
• Web Page Like Networks
• MySpace The Ultimate Referral Site
• Examples: MySpace & Stickam (Mashups)
• PhotoShare Type
• Examples: FlickR & Kodak EasyShare
• Vlog Sharing
• YourTrumanShow, YouTube & AT&T Video Share
• Contact Type
• Examples: LinkedIn & FaceBook
• Social Book Marking
• Examples: Del.icio.us, Digg, and Reddit
• Other Network Examples
• Examples: Justin.TV & ZoomR
Chapter 10 expands on the concept of Social Networking and “trusted networks” and begins to introduce how the digital media converges, is cataloged, and book marked. We provide this explanation through several examples of each type of social network and application.
Chapter 11: Peering Into Peer-To-Peer
• What is Gnutella or FreeNet?
• What Happened To Napster
• How You Can Use Peer To Peer
• Examples: Kazaa, Morphius, and Torrent
• © Copyrights! – What To Watch Out For
Chapter 11 Looks into Peer-to-Peer and explains the Napster upset and how that sent a ripple through the Peer-to-Peer / Gnutella community. We also discuss copyrights and all of the confusion about what is intellectual property and what’s public domain.
Chapter 12: The Download Phenomenon
• Software Distribution
• iTunes – Music, Video
• Examples: Tucows & iFilm
Chapter 12 discusses the download phenomenon that has existed for more than a decade, but was brought to new heights with iTunes and other “legal” download sites. We discuss licensed, shareware, vaporware, trial, and lite versions of software and how they drive business to your web site and generate sales.
Chapter 13: Let’s Organize Syndication
• The Value Of Really Simple Syndication
• Examples: FeedBurner, RSS & Atom Feeds
Chapter 13 explains what an RSS Feed is and how this works in favor of the content generator, the consolidated web page owner, the media, and the end reader. We also explain how easy it is to create your own syndicated column, radio or television show and how to use FeedBurner to syndicate all of your media.
Chapter 14: Mobil Is A Moving Target
• Mobile Photography
• Text & Instant Messaging
• Audio & Video Downloads
• Web Access
• Twitter & Jaiku
• Why Mobil Social Media
• Digital Technology Convergence
Chapter 14 continues to build on the concept of Social Networking by explaining how the mobile phone has changed the way communicate from digital photography, to ring tones, to iTunes, to video, and Jott and Twitter blog updates. We also speak about how the mobile telephone, the Personal Desktop Assistant (PDA), and the Laptop are morphing into one versatile portable piece of technology. Of course we’ll mention the iPhone.
Chapter 15: You Still Have To Know SEM / SEO
• Organic verses Paid; Which or Both?
• Spiders / Bots / Robots And Other Crawlers
• Calculating the Algorithm
• The Key to Keywords
• Successful SEO
• Keyword Density
• Content Freshness
• External Reputable Links
• Some Tips On Successful SEM
Chapter 15 explores the age-old question; Search Engine Optimization (SEO) or Search Engine Marketing (SEM) and talks about what is needed on everyone’s web site to maximize conversion when all of their efforts in Social Media pay off and their web sites are inundated with traffic of pre-qualified customers. We will discuss organic verses paid, some other technical issues to assist the reader in understanding the terminology, and the top do’s and don’ts in creating and maintaining effective web pages.
Chapter 16: The Reality Of Virtual Worlds
• Understanding The Impact Of Virtual Worlds
• Playing With The Thought Of Gaming
• Examples: Second Life, World Of Warcraft & Evolution 4x4
Chapter 16 discusses the psychological affects of interacting in a large social network using your Ego to mediate your Super Ego all the while satisfying your Id. Really, it’s about how, when there are few social consequences, we interact differently and how virtual worlds satisfy the pleasure center of our brains. It’s also about taking our business from First Life into Second Life and creating real profits in a virtual world and understanding the crossover.
Chapter 17: Getting Infected With Viral Marketing
• What is Viral Marketing?
• Examples: Subservient Chicken, Sith Sense, and Will It Blend
Chapter 17 explains the value of getting infected with viral marketing and shows some companies who figured this out early on and cashed in on this amazing technique. We will also discuss how anyone can create a marketing piece that can be circling around the world in no time.
Chapter 18: Virtual Sales – Real Profits
• What is Virtual Selling?
• Virtual Stores & Shopping Carts
• E-Tailing (Electronic Retailing)
• V-E-Tailing Virtual-Electronic-Retailing)
• Examples: Paper Models & Acteva (Event Marketing)
Chapter 18 introduces the reader to a little about selling on-line and how to set up a virtual store, sell virtual products, but realize real profits. The e-store is easier than most people realize and when coupled with Social Media can be an overwhelming success. Lon will also use his own patent for V-E-Tailing & 3D On-Line Advertising as an example of what can be done with the existing tools and opportunities available to us all.
Chapter 19: The Sum Of The Social Media Synergy
• How Each Technology Drives The Other
• The Social Media Community - Be A Player
Chapter 19 introduces the concept of pulling all of the above technology together and really defining the word synergy. In this chapter we will show the interaction between all of the different digital technologies and how they can be used, in most cases for free to drive sales, marketing, and public relations.
This chapter also discusses where Social Media is today as a community, where it’s going in the future, and the types of people taking it there.
Part II – The Best of the Year: Categories, Players, and Best Practices
Part II of this book we will start off with an explanation of what each chapter category is, a brief background, who the players are, then feature a “Best-In-Class” technology. These “Best-In-Class” summaries will consist of a brief background of the company and founder, a definition of that technology, the technology’s features & benefits, and several actual case studies / anecdotes of how people are actually using this the technology to benefit them and their business. We will not attempt to cover ALL of the social media players—this would prove impossible. Rather, we will select those companies and players who have been widely adopted, discussed, or anticipated. Many of these same companies and players will appear within marginal asides (under one of our icons) in Parts I and III of the book. Finally, to insure that the book is “ever-fresh” we will direct readers/users to www.thesocialmediabible.com where they will find a section with additional information about these companies and players as well as information about emerging stars. The site will allow user/community contributions to facilitate revisions to the 2010 edition of The Social Media Bible.
Chapter 20: Aggregators
• Background Of Technology Category
• Application of Technology
• Examples: Digg, MyYahoo!, iGoogle
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 21: Applications
• Background Of Technology Category
• Application of Technology
• Examples: Google Alerts, iLife, iWork
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 22: Audio Downloads
• Background Of Technology Category
• Application of Technology
• Examples: iTunes, iLike, Rhapsody
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 23: Gaming
• Background Of Technology Category
• Application of Technology
• Examples: WorldofWarcraft, EverQuest, 4x4 Evolution
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 24: Livecasting
• Background Of Technology Category
• Application of Technology
• Examples: BlogTalkRadio, Justin.tv
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 25: Mobile
• Background Of Technology Category
• Application of Technology
• Examples: Jott, CallWave, Qipit
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 26: Peer To Peer
• Background Of Technology Category
• Application of Technology
• Examples: Napster, LimeWire, Morphius
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 27: Photo Share
• Background Of Technology Category
• Application of Technology
• Examples: FlickR, PhotBucket, ZoomR
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 28: Podcast
• Background Of Technology Category
• Application of Technology
• Examples: PodBean, Podcasr.com, Juice
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 29: Really Simple Syndication (RSS)
• Background Of Technology Category
• Application of Technology
• Examples: RSS 2.0, Atom, FeedBurner
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 30: Search
• Background Of Technology Category
• Application of Technology
• Examples: Technorati, IceRocket, Del.icio.us
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 31: Social Network
• Background Of Technology Category
• Application of Technology
• Examples: LinkedIn, MySpace, FaceBook
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 32: Text Messaging
• Background Of Technology Category
• Application of Technology
• Examples: AIM, Twitter, Pownce
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 33: Video Conferencing
• Background Of Technology Category
• Application of Technology
• Examples: Adobe Connect, iChat, WebEx
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 34: Video Sharing
• Background Of Technology Category
• Application of Technology
• Examples: YouTube, MetaCafe, Yahoo!
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 35: Virtual Environment
• Background Of Technology Category
• Application of Technology
• Examples: SecondLife, Keneva, There
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 36: Web Platforms
• Background Of Technology Category
• Application of Technology
• Examples: HTML, WordPress, Joomla
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 37: Web Extensions
• Background Of Technology Category
• Application of Technology
• Examples: Widgets, Plug-Ins, RockYou
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 38: Wikis
• Background Of Technology Category
• Application of Technology
• Examples: Wikipedia, TiddlyWiki, Wiki.com
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Chapter 39: Miscellaneous
• Background Of Technology Category
• Application of Technology
• Examples: ConstantContact, Skype, Everyzing
• Best-In-Class
• Background Of Technology
• Background of Company / Founder
• Features & Benefits
• Case Studies / Anecdotes
Part III – Making Social Media Work For You: Strategies and Tactics
These chapters were the most highly rated in our recent Market Opportunity Analysis (MOA) review. In other words, over 100 reviewers indicated that the chapters in Part III would be reason for them to buy and/or recommend this book. Chapters 40 thru 46 will provide the reader with strategies and tactics for assessing an organization’s current social media potency and potential via a specially-designed SWOT analysis. From there, we will provide information (including helpful templates) to allow the reader to implement and manage a social media strategy for their enterprise.
Chapter 40: Social Media – Being A Player
• How To Pull It All Together
• Choosing What Technology Is Right For You
Chapter 40 summarizes all of the technologies, their applications and helps the reads understand which technology combination is right for them, their company, and the amount of resources they have to create a successful Social Media Communication Strategy Plan.
Chapter 41: Your Social Media SWOT Analysis
• The goals of the SWOT Analysis
• Reading the Results and Establishing Your Strategy
Chapter 41 introduces you to our Social Media SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats). Run it on your own company or your industry. The results will help you put the right Social Media Strategy into action.
Chapter 42: Off The Charts Case Studies
• Will It Blend
• Cold Stone Ice Cream
• Subway vs. Quizno’s
• NASA Seti
• Many Others
Chapter 42 will discuss the concept of Social Media / Web 2.0 and will discuss actual case studies and examples of how companies used successful Social Media Planning to benefit their company’s bottom line. This chapter will show the reader how others were successful, how easy it is to implement, and how they can emulate the success of others often at no costs whatsoever and exceed the reader’s expectations.
Chapter 43 How to Manipulate the Media
• How To Manipulate The Media
• Responding To Bad Media
• Generating Good Ink (Electrons)
Chapter 43 explores how we can now a days, actually affect the media in all forms; Internet, radio, television, and print. The power of Social Media extends way out past the Internet into all form of media and communications. This chapter will discuss how to manipulate the world of communications to affect your bottom line; combating bad press and generating good.
Chapter 44: Evaluate, Organize, & Restructure Existing Resources
• Outsource Only What You Have To
• Save money from consulting by utilizing internal resources.
• Succeed With Your Existing Marketing & P.R. Firms
• How to get Management Buy-In
Chapter 44 discusses how to evaluate your existing resources, the necessary resources you will need to be successful at your Social Media Communications Strategy Plan, and how to maximize this balance. Often the question arises, in-house or out-house. We’ll address this question and even more important, how to get management buy-in, because without it, you cannot be successful.
Chapter 45: Implementing Your Own Social Media Plan
• Utilizing Internal Resources
• Creating And Managing Accounts
• Tracking Progress
• Success Metrics
• Statistics & Trends
Chapter 45 summarizes the actual Implementation Plan. This is what the entire book leads up to; the how to, what do I do next. We will explain how the reader can utilize their existing resources, and design their Social Media campaign in such a way that every success is measurable and repeatable. We will help the reader to understand the value of success metrics, and how to design them, build them into the plan, learn from them, and use what they learn to incrementally and continually increase their success.
Chapter 46: Step-By-Step Implementation Plan
• Identifying Priorities
• Identifying Your Target Market
• Identifying Your Existing Resources
• Identifying Your External Resources
• Identifying Your Success Metrics
• Going Live!
• Measuring Your Success
• Rinse, Lather, Repeat…
Chapter 46 contains the steps necessary to implement and manage a successful Social Media Communications Strategy Plan. We will take the reader step-by-step in creating a custom Social Media Plan, integrating the plan into their existing corporate marketing, sales, and public relations plan. There will be several accompanying forms and checklists to insure success. These can be in the book or available for download from the password protected web site, or even both.
Appendix
I. Resources & References
II. Glossary of Terms
III. Templates, Forms, and Examples
Tentative Book Info
Author: Lon Safko
© Year 2009
Binding: Hardback
Cover: 4/c
Endsheets: 4/c printed
Book Pages: 608 (including FM and BM)
Trim Size: 8 X 9
Words: TBD
Chapters: 46
Illustrations: Total = 300 b/w (production ready)
50 company logos
100 exploded pie charts
150 bar charts
Design
Elements:
8 icons
Social Media Solutions
Checklists
Pitfalls to Avoid
Tactical Hints
Strategy Notes
Resources
Survey Stats
Voice of Experience
Combined Glossary and Index (Glossdex)
Page bleeds in selected chapters for tabbing or organization
|
