The Definitive Guide to Social Marketing

The Definitive Guide to Social Marketing
A Marketo Workbook

Social marketing has become an integral part of our lives and continues to evolve. A few years ago everyone was talking about the importance of B2B companies being active and creating pages on sites such as Facebook and Twitter– now the conversation has shifted and is moving towards the idea that every marketing campaign must be social.

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About Social CRM and Social Customer Lifecycle

Social data is the missing piece of any CRM platform, and incorporating this data will help brands understand and market to consumers like never before. Learn the key advantages of such an approach as well as how to overcome the common challenges to marrying social data to the CRM.

• Gather more accurate data 
• Learn who your customers really are 
• Drive stronger marketing initiatives 
• Unite your organization 
• Overcome common challenges  

Why Your CRM Needs to Go Social

Whitepaper by offerpop

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Engaging Consumers Where It Matters Most

How to Win Fans and Influence People In Today’s 

“Social Customer Lifecycle“

Whitepaper by Wildfire (division of Google)

According to global study of 28,000 consumers in 56 countries conducted by Nielsen, online consumer recommendations are the second most trusted source of brand advertising, second only to “recommendations from people I know”. This means that consumers are looking to information from their peers and networked connections, offline and online, to assist in evaluating and choosing between options while making purchase decisions.

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Social Media Plan and The End of Outbound Marketing

Social Media Tactical Plan 

 a useful e-book by Marketo

" This plan includes the tactical objectives to be used to accomplish the following social media goals:
1. Increase inbound leads at a low cost
2. Expand reach of thought leadership content
3. Engage and excite influencers
4. Better understand, identify, and engage potential buyers
5. Improve customer service and satisfaction
6. Enhance outbound campaign program effectiveness"

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Sample Social Media Tactical Plan from Boris Loukanov

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The End Of Outbound Marketing As We Know It: Why you will be able to market yourself in 2013 

e-book by Tomorrow People

"So throw away that old marketing manual, ignore what the outdated marketers are telling you and embrace the future. It's bright. It's Inbound."

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The End Of Outbound Marketing As We Know It from Boris Loukanov

Brands are Publishers Now

Two useful documents about Branding 2.0

Consumer behavior is undergoing a rapid change. The person who yesterday “surfed the web” today flits across a panoply of screens, sites, channels, and devices, often simultaneously, or very near so. Logos pervade consumers’ lives, from the programs they watch to the billboards they pass, to the clothing they wear. The average person sees some 3,000 brand impressions every day.

The media and information they consume might originate in traditional media, social media, advertising, or - with increasing frequency - a hybrid of all three. 

Consumers rarely pause to note provenance. Media are a veritable blur. The primary quest is for information, entertainment, or shopping. The goal is simply to find the “right” media, be it paid, owned or earned, along this highly dynamic customer journey. Brands are challenged to intercept this elusive customer and cut through the media clutter, regardless of whatever channel or medium consumers are engaged with. Converged media will happen and is happening; if marketers do not take action, the effectiveness of marketing efforts will suffer.

The Converged Media Imperative:

How Brands Must Combine Paid, Owned, and Earned Media

eBook by Rebecca Lieb & Jeremiah Owyang with Jessica Groopman & Chris Silva

via Altimeter group

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The Converged Media Imperative

Brands As Publishers:

15 Market Leaders That Get Content Right

eBook by newscred.com

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Brands As Publishers

Full Info about London 2012 Olympic Creative

Artistic Directors

Danny Boyle is the Artistic Director of the Olympic Games Opening Ceremony.

A British filmmaker and producer, he is best known for his work on films such as Shallow Grave, Trainspotting, 28 Days Later, Sunshine, 127 hours and Slumdog Millionaire. For the latter, Boyle won numerous awards in 2008, including the Academy Award for Best Director.

Kim Gavin is the Artistic Director of the Olympic Closing Games Ceremony

He is the creative force behind the live performances of record-breaking British band Take That, including the critically acclaimed Circus shows in 2010 and the European Progress Tour with Robbie Williams in 2011.

Creative team for Olympic Opening and Closing Ceremonies:

The Executive Producers overseeing the Opening and Closing Ceremonies of the London 2012 Olympic Games and Paralympic Games are:

Stephen Daldry CBE
Executive Producer, Creative (Chairman)

Stephen began his career at the Sheffield Crucible where he directed various award winning productions. He has won innumerable awards on Broadway as well as the West End. Daldry made his feature film directorial debut with Billy Elliot. His next film was The Hours followed by The Reader. Stephen has received an Academy Award nomination for all three of his films. His stage musical adaptation of Billy Elliot, with music by Elton John, opened in London in 2005.  The production opened on Broadway in 2007, winning 10 Tony Awards and is the most honoured British production in the history of the American theatre.

Mark Fisher
Executive Producer, Production Design

Mark is an architect with an international reputation for creating spectacular live entertainment. He has designed some of the most memorable rock concerts ever staged, including ‘The Wall’ for Pink Floyd, every Rolling Stones show since 1989, and every U2 concert since 1992. He also designed the theatre, scenery and acrobatic effects for Cirque du Soleil’s ‘KÀ’ at the MGM Grand in Las Vegas, and the opening and closing ceremonies for both the 2006 Turin Winter Games and 2008 Olympic Games in Beijing.

Hamish Hamilton
Executive Producer, Broadcast

Hamish is a Grammy and BAFTA Award nominated British television director, arguable the best live television director in the world.  He is most known for directing concert videos and award shows. He has directed several concert DVDs for U2, Madonna, and Jennifer Lopez, as well as the MTV Video Music Awards, MTV Europe Music Awards, the Super bowl half time show and this year’s Academy awards. Hamish joins the team to ensure that, from the outset, our creative ideas evolve with television in mind.

Catherine Ugwu
Executives Producer, Production

Catherine has been involved in some of the world’s largest and most prestigious public events, she was the Senior Producer for the Strategic Phase of the Opening, Closing and Victory Ceremonies of the Vancouver Winter Olympics, she produced the Opening Ceremony for the 15th Asian Games in Doha, Qatar in 2006, the Closing Ceremony for the XVII Commonwealth Games in Manchester in 2002 and a large-scale performance spectacle to mark the opening of the Millennium Dome London in 2000. She has been a consultant and programmed numerous international arts festivals in Mexico City, Adelaide, Antwerp, Accra, Los Angeles and New York.

More Information in London 2012 Media Guides:

London 2012 Olympic Opening Ceremony Guide

London 2012 Olympic Closing Ceremony Guide

Seth Godin: The Circles of Modern Marketing

Very important marketing diagram published Seth Godin in his blog. 

It is to remind us some valuable truths about XXI century modern Marketing concept. 

First: Marketing is NOT Advertising! 

And many more...

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The Noob Guide to Online Marketing

Everything a non-Marketer Needs about Online marketing to Take a Business from Zero to Hero

by Oli Gardner

Oli is Co-founder and Director of Marketing at Unbounce. He is a former creative director & interaction designer and tends to use metaphor more than he probably should in his writing. He likes it when you jump in the conversation by commenting and finds writing in the 3rd person like this slightly awkward.

Download The Noob Guide to Online Marketing



Download Infographic The Noon Guide to Online Marketing

Strategies for Effective Tweeting

A Statistical Review

Publisher: BUDDY MEDIA

Several years ago, words like Twitter, Tweet, hashtag and Retweet were part of a vocabulary limited to early adopters in social media. Today, it’s hard to watch television, look at an advertisement or walk down the street without seeing a prompt to Tweet or use a particular hashtag.

With a social network that has 140 million active users 1 producing 340 million Tweets per day, Twitter has firmly established itself as a key player in the soci al space, and brands agree.According to research by Buddy Media and global research firm Booz and Co.2, 77% of marketers listed Twitter as one of their top three priority social platforms.Our research reveals that Twitter is particularly powerful at driving “amplification” for brand messages. In fact, 78% of user engagement with a brand’s Tweets is in the form of Retweets,while replies, which form the basis for “conversation,” make up only 2 2% of engagement. Twitter drives a lot of traffic elsewhere on the web, too, as users can also take action on Tweets byclicking links.

According to Buddy Media data, link clicks account for 92% of all user interaction with Tweets. That’s a lot of clicks.As with any social network, it is not enough to simply publish content and hope for the best.Instead, you need to know when to Tweet, what to Tweet and how often to Tweet. That’s why Buddy Media conducted an in-depth study to provide guidance on these topics and more.The result is our latest research report, “Strategies for Effective Tweeting: A Statistical Review.”

Download Strategies for Effective Tweeting

Strategies for Effective Tweeting: A Statistical Review

View more documents from Boris Loukanov

The Future Of Interactive Marketing

Or "How Embracing CORE Directives Will Help You Foster Adaptability"
by Shar VanBoskirk and Emily Riley
with Christine Spivey Overby, Moira Dorsey, Suresh Vittal, Jennifer Wise, and Angie Polanco

Published by Forrester Research - Making Leaders Successful Every Day

Interactivity is changing life as we know it, a scope too big for most firms’ siloed, understaffed interactive marketing organizations. The solution? To customize, optimize, respond, and empower (CORE). By championing these directives, interactive marketers will help their firms adapt to the new customer and technology disruptions of the next digital decade. Start your efforts now — no matter your level of interactive maturity — since firms with CORE values will benefit from more meaningful interactions with customers and master algorithms for seeding desire. On a broader scale, CORE makes businesses more altruistic and may even conduct Mark Zuckerberg to the Nobel Peace Prize...

Download "The Future Of Interactive Marketing"
 

What is The Zero Moment of Truth Marketing Concept?

• How is shopper behavior changing in a digitally powered world?
• What role do new media like social & mobile in shopping?
• How are shoppers’ expectations of the physical retail store changing?
• How does pre-shopping change actual purchasing?

To understand read the "WINNING THE ZERO MOMENT OF TRUTH" - eBook by Jim Lecinski form Google
Foreword by DINA HOWELL - Chief Executive Officer, Saatchi & Saatchi

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Bonus: The Zero Moment of Truth - Think with Google Study Presentation


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More information about ZMOT Marketing Concept

The Content Marketing Manifesto

The Content Marketing Manifesto - Your Key to Inbound Marketing Success 

by Kuno Creative

The Content Marketing Manifesto is a fantastic resource for not only the best stats in content marketing, but for getting started the right way."

-Joe Pulizzi, Founder & Executive Dir. of the Content Marketing Institut

Download  The Content Marketing Manifesto

The Content Marketing Manifesto

CONTENT: Selected Essays by Cory Doctorow

Cory Doctorow on Technology, Creativity, Copyright and the Future of the Future
Introduction by John Perry Barlow

Dedication:
For the founders of the Electronic Frontier Foundation: John Perry Barlow, Mitch Kapor and John Gilmore
For the supporters of the Electronic Frontier Foundation

Download "Content" by Cory Doctorow (pdf)

 

Download "Content" by Cory Doctorow (ePUB)

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If you like this book and you want to thank me, here's what I'd ask you to do, in
order of preference:

• Buy a copy
• Donate a copy to a school or library: http://craphound.com/content/donate
• Send the ebook to five friends and tell them why you liked it
• Convert the ebook to a new file-format 

6 Good Examples of Corporate Social Media Guidelines

Here are some really good examples of Social Media Guidelines especially for corporate implementation: BBC, British Government, U.S. Department of the Interior, SAP, Porter Novelli and a white paper on the same topic by Microsoft Advertising.

Download  BBC News: Social media guidance

Download British Government Template Twitter strategy for Government Departments


Download U.S. Department of the Interior Social Media Guidebook


Download SAP Social Media Participation Guidelines


Download Porter Novelli Blogging & Social Media Policy


Download Learn and Earn - A B2B Social Media White Paper from Microsoft Advertising

Two Creative Presentations on Marketing 2.0

"When the Readers Become Writers What Do the Writers Become?"
by Edward Boches, Chief Innovation Officer at Mullen and also the Chief Marketing Officer at Springpad.

We’ve gone from being storytellers to marketers who need to master the tools and tactics that will get others to tell stories for us and or create them with us.  As my my friend Mike Arauz likes to remind us, “We tell our friends about your brand not because we like your brand, but because we like our friends.”
We need to ask new questions in order to craft a more relevant brief. And while attention-getting, original, unexpected, entertaining and emotional are still the criteria we use to evaluate creative, we need to make work that is shareable, interactive, participatory, useful and ongoing.


Download "When the Readers Become Writers What Do the Writers Become?"

"Social Media Measurement and ROI: One Company’s Perspective" 
by Maria Poveromo, Director Social Media, Adobe Systems.
Maria's main areas of focus include corporate strategy, governance, measurement, brand engagement, and development of social media best practices. Prior to this role, Maria led the Global Public Relations team at Adobe.

Download "Social Media Measurement and ROI: One Company’s Perspective"

Marketing 2.0 Quotes from the Pros

Two interesting Marketing 2.0 eBooks to your attention:

"101 Awesome Marketing Quotes" - HubSpot Edition

and "Social Media probook 2011/2012" - published by Eloqua.

Download "101 Awesome Marketing Quotes"




Download "Social Media probook 2011/2012"

All You Need to Know about Twitter

Twitter open up advertising for small business this week.

In the following 3 Twitter Guides you will learn all you have to know about Twitter and how to use it for business.

For tips and best practices on using Twitter for your small business, download "Twitter for Small Business guide" written by Twitter team. 

 


Other interesting Twitter Guides: 

Download "How to Use Twitter for Business - An Introductory Guide" written by HubSpot 

 


Download "The Complete Guide to Twitter" written by Mark O'Neill

Stop Stealing Dreams - Seth Godin Education Manifesto

The economy has changed, probably forever.
School hasn't.
School was invented to create a constant stream of compliant factory workers to the growing businesses of the 1900s. It continues to do an excellent job at achieving this goal, but it's not a goal we need to achieve any longer.
In this 30,000 word manifesto, I imagine a different set of goals and start (I hope) a discussion about how we can reach them. One thing is certain: if we keep doing what we've been doing, we're going to keep getting what we've been getting.
Our kids are too important to sacrifice to the status quo.
                                                                                                                                                                     Seth Godin





This edition is free! Designed to be printed, copied and shared!



Download here EPUB format


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Download here PDF format

Web Marketing Creativity Examples

The Creative Internet 106 Things

Creativity 2.0 – creative and inspirational ideas and web projects from recent times, featuring sections on  visualisation, audio, advertising, tech, art, politics, sport, history and books. You can see it in original as Google Creative Lab document here. As The author is Tom Uglow - a creative director for Google & YouTube in Europe.

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The Creative Internet 106 Things

50 Innovative Social Media Campaigns 

Cool examples and case studies on creative use of Social Media for marketing Campaigns
Prepared by Simply Zesty - Online PR and Social Media Agency 


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All You Need to Know about Pinterest

How to Use Pinterest for Business - HubSpot Guide
Edited by Magdalena Georgieva

What is Pinterest, and How Does it Work? 

Pinterest is a social network that allows users to visually share, curate, and discover new interests by posting (AKA 'pinning') images or videos to their own or others' pinboards (i.e. a collection of 'pins,' usually with a common theme) and browsing what other users have pinned. Using a visual emphasis, the social network is very much focused on the concept of a person's lifestyle, allowing you to share your tastes and interests with others and discover those of likeminded people. The social network's goal is to "connect everyone in the world through the 'things' they find interesting." Users can either upload images from their computer or pin things they find on the web using the Pinterest bookmarklet.

As with most other social networks, users can perform standard social networking functions such as following the boards of their friends, liking and commenting on other users' pins, re-pinning content to their own boards, sharing others' pins on Facebook and Twitter or via email, and even embedding individual pins on their website or blog...

More: Download e-Book


Maggie Georgieva is an inbound marketing manager at HubSpot responsible for creating new offers, including ebooks and webinars. She has previously helped with HubSpot’s email marketing program and the company’s landing page creation and optimization. Maggie is a prolific marketing blogger and has also written for publications like BostInnovation.com and The St. Petersburg Times.

The Best Web Marketing Checklists

Extremely Useful Master Web Marketing Checklist covering over 400 specific items over 23 topics, every marketing expert must have! The author is Stoney deGeyter.


Download THE BEST DAMN WEB MARKETING CHECKLIST




See also other brilliant Website Analysis Diagram:

Prof. Michael Porter Collection

Prof. Michael E. Porter is a leading authority on competitive strategy, the competitiveness and economic development of nations, states, and regions, and the application of competitive principles to social problems such as health care, the environment, and corporate responsibility; Generally recognized as the father of the modern strategy field, as has been identified in a variety of rankings and surveys as the world’s most influential thinker on management and competitiveness.He is the Bishop William Lawrence University Professor, based at Harvard Business School.
His last visionary concept is about Creating Shared Value (developed together with Mark Kramer).

"Creating Shared Value" Download

More by Prof. Michael Porter:


"What is Strategy?"





"How Information Gives You Competitive Advantage"

In the Begining was...The Cluetrain Manifesto

The Cluetrain Manifesto actualy started the Revolution in the field of modern marketing and business in general, provokoed the big change which came with the powerful development of the Internet and Digital technologies. It began as a Cluetrain website in 1999 when the authors - Rick Levine, Christopher Locke, Doc Searls, and David Weinberger, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses about the new reality of the networked marketplace.

Twelve years after its original publication, their message remains more relevant than ever. For example, thesis no. 2: “Markets consist of human beings, not demographic sectors”; thesis no. 20: “Companies need to realize their markets are often laughing. At them.” The book enlarges on these themes through dozens of stories and observations about business in America and how the Internet will continue to change it all.

The ideas put forward within the manifesto aim to examine the impact of the Internet on both markets (consumers) and organizations. In addition, as both consumers and organizations are able to utilize the Internet and Intranets to establish a previously unavailable level of communication both within and between these two groups, the manifesto suggests that changes will be required from organizations as they respond to the new marketplace environment.

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Boris Loukanov Marketing Creative Library – New Life for Old Domain

Some time ago I registered marketingcreative.info domain name without having a clear idea what to do with it. Last 3 years it was  just a static site that automatically feeds posts from interesting sites I follow.
I was recently lit up the idea of a new concept for the site. I decided to transform it to a Marketing Creative Library  - a space for sharing and free download of interesting e-books, white papers and presentations in the field of marketing, creative, new media, design, PR 2.0, Internet communication and new digital technology trends.
All materials that I share for download  (including ePub and MOBI formats - for eReaders) are with Free or Creative Comons license to distribute and non-commercial use. All items are new, updated and hopefully will be useful. Of course I will include some older, but important conceptual materials in the field of contemporary marketing communications.
For more information about me you can visit my sites Boris Domain - the Marketing Creative Space and Boris Loukanov Web Mixer.