Social Media Marketing: An Hour a Day (Dave Evans, 2008)

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  • “Why if you don’t run in Nike?” - Nike did so well people wear it to feel confident
  • Social media starfish
    • Integrated marketing - broadcast, print, social media, direct mail, online media
    • Conversion - social networks, support forums, blogs, microblogs, photos, audio, videos, status updates, check-in, sms, calendars, wikis
  • Network value - Sarnoff’s Law (1-1), Metcalfe’s Law (1-10), Reed’s Law (1-1 square)
  • Define marketing objectives - the awareness phase > the point of sales > gathering insights > your social feedback cycle
  • Quantifying touchpoints - gather touchpoint data (promises delivery) > organise data > evaluate and rank the data > analyse data > plan the next steps
  • Net promoter score - an index ranging from -100 to 100 that measures the willingness of customers to recommend a company's products or services to others.
  • Social media metrics - audience, unique visitors, influence, engagement, action, loyalty
  • XFN - XHTML Friend’s Network


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