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How to Make Money With Social Media | Video Book Review

Monetize your social media efforts with lessons from Jamie Turner and Reshma Shah’s book, How to Make Money With Social Media: An Insider’s Guide on Using New and Emerging Media to Grow Your Business.  In this book, these two marketing professionals give the inside scoop on strategies and tactics to gain value and make money from your social media efforts.

Published on September 20, 2010, Turner and Shah‘s book digs into the various social media platforms and how to utilize each for your business.  It also covers how to create a campaign strategy, how to strengthen your brand, and how to size up your competition. Plus the quick start guides provide a solid 101 for the social media novice.

How to Make Money With Social Media is comprised of 25 chapters divided into 6 sections addressing the various social media platforms.

Sections in How to Make Money With Social Media

  • Social media landscape
  • How to set yourself up for social media success
  • Social media platforms
  • Social media integration
  • Measurement
  • Conclusion

In these chapters, the authors delve into

  • Email Newsletters
  • Content aggregators
  • Wikis
  • Voting
  • Forums
  • Virtual worlds

Turner and Shah’s How to Make Money With Social Media is authoritative and highly engaging.  The text also includes quizzes, such as “are you set up to create circular momentum with your social media campaign?” to further readers’ development.

This book is a solid read for social media experts to novices who would like to grow and develop their business with social media.

How to Make Money With Social Media: An Insider’s Guide on Using New and Emerging Media to Grow Your Business

By Jamie Turner and Reshma Shah

Published September 20, 2010

Best for: Brands considering social media and experts looking for some new idea triggers.

Social Media 101 by Chris Brogan | video book review

Want a quick, but concise read to learn about social media?

Look no further than Social Media 101 by Chris Brogan.  Don’t let the 87 chapters dissuade you; it’s a quick read that allows you to zoom in to the parts that you need most.  This book is great for both beginners, freelancers, and experts. There are tons of lists of ideas and ways to approach things.

The book contains a Social Media Starter pack which consist of “starter moves” for:

  • Various platforms and types of Social Media
  • Freelancers
  • Personal branding
  • Better emails
  • Business to Business
  • Future orientated LinkedIn profile

Brogan also discusses the importance of a Social networking meet-up, and how important it is to seek out to new people, not just your friends!

Social Media 101 is a quick read.  This Hallmark card-sized book, keeps the pages turning and provides a sense of progress in your social media efforts.

Published on February 22, 2010, Brogan’s Social Media 101 is very tactical book that doesn’t ignore the bigger picture and goals of social media. And it has withstood the test of time.

Social Media 101: Tactics and Tips to Develop Your Business Online
by Chris Brogan

Published February 22, 2010

Good for: Beginners and experts to page through. Not ideal as an audiobook.

Video book review: 30-Minute Social Media Marketing

 

Master social media in 30 minutes with marketing pro Susan Gunelius

With more than 20 years of marketing experience, Susan Gunelius, author of the book “30-Minute Social Media Marketing,” breaks down the vast social media realm into short chapters: “Giving you access to anything and everything you want to know about social media.”

Susan says 30 minutes of social media practice a day for a beginner is a reasonable time allotment. But, if you are doing it right, the time you invest will increase because you will be more engaged in conversations with your connections.

“30-Minute Social Media” book’s sidebars are quick and easy to digest

  • 5 tips for writing amazing SM content
  • 15 ways to jump-start your campaign

Highlights

  • Tips like setting up a timer
  • Twitter terminology and types of tweets
  • How to do social media for a startup
  • Do’s and don’ts for Facebook and Twitter
  • Various platforms for audio and podcasts
  • Where and how to find freelancers
  • How the Google Panda update changed social media

 Social Media Strategy recipe

  • Identify your overarching goals
  • Get inside the head of your customer
  • Solidify brand image, web messaging, promise-making
  • Find audiences
  • Create messages that consistently maintain brand promise
  • Broaden audiences across multiple platforms
  • Build brand advocates
  • Enable your network
  • Be engaging, real, true
  • Test, analyze, repeat
  • Be consistent and persistent

And Part 3 of the book dives into social media in 30 minutes a day: weekly “to-do’s” that will help you spend your time wisely. This section includes tips on direct marketing and cross promotion.  If you don’t know what these are, check out Susan’s book.

Published in the Fall of 2011, Susan Gunelius’ 30 Minute Social Media Marketing is a great guide for beginners and experts who are seeking new ideas. Susan ends her book with a written kick-in-the-pants to  go forth and prosper.

30-Minute Social Media Marketing: Step-by-Step Techniques to Spread the Word About Your Business
By: Susan Gunelius
Published: Oct. 25, 2010
Best for: Small businesses, startups, social media beginners

Measuring social media: From listening to engagement to value generation OMMA Metrics

Social media is commonplace in our world today; it is used to communicate with and connect with people globally.  As a businessperson, you should use the different social media channels to define your brand and communicate actively with your customers.  But, with such a new development and so many different channels, there are many questions to be asked, such as:

  • How do you measure social media?
  • How do you derive useful information and take action from the data?

This OMMA Metrics panel answers these important questions regarding social media with the help of measurement and analytic experts.  Use their expertise to guide you through data measurement methods and how to best use different social media channels for your business.

Moderator
Steve Latham, CEO, Encore Media Metrics

Panelists
Adam Cahill, EVP Media Director, Hill Holliday
Jascha Kaykas-Wolff, VP of Marketing, Involver
John Lovett, Senior Partner & Principal Consultant, Web Analytics Demystified, Inc.
Jonathan Mendez, Founder & CEO, Yieldbot
Ben Straley, CEO & CO-Founder, Meteor Solutions



Video streaming by Ustream

65% of marketers don’t know how to measure social media and want to learn how by the end of 2011

Consumer habits

  • Lifetime value is starting to change:  Advocacy surpassing traditional purchase history ~ @Ben Straley
  • 40% of consumers will research on a website, but buy someplace else ~ @JohnLovett

Consumer advocacy

  • Need to follow that customer and understand how they can become an advocate ~ @JohnLovett
  • Advocacy is too heavy-handed, brands need to focus on experience ~@adamcahill
  • It’s possible to do the math of what impressions are worth, look at the level of sharing and actions and interpret them as  conversions ~@adamcahill
  • The funnel is just a metaphor, use at proven B2B practices as a model: once a target is within funnel, advocacy can take place ~ @kaykas

Metrics and measurement

  • Metrics are digital trivia unless you can add meaning~ @John Lovett
  • Metrics are improving across social media channels
  • You can’t figure anything out unless you’re using tracking methods, such as unique 1-800 numbers, landing pages, distinct links ~ @JohnLovett
  • Recommend using agile principles, experimentation, monitoring tools ~ @kaykas
  • Apply a learning agenda to each engagement, not just measuring but learning ~@adamcahill

Social media best practices

  • Best currency:  Keywords
  • Don’t make advertisers happy; remain loyal to users ~ @kaykas
  • Smart value exchange comprises delivering value to consumers in return for them to care about the brand – this is what renders results ~@bstraley
  • Stop thinking about social media campaigns. Think about the socialization of properties ~ @jonathanmendez
  • Behavioral analytics also key to socialmedia: What’s being shared, what brings people back ~@bstraley

Companies successfully using social media

  • Intuit doing social well, see TurboTax case study ~ @jonathanmendez
  • Dell is socializing the company:  5,000 employees were trained in social media ~ @JohnLovett

It is important to measure the results and acquire meaningful data from your social media campaigns.  With this information, you learn more about your consumers.  By learning consumers’ habits, you can improve your business and your social media efforts to improve customer experience.

Effective use of social media will leverage your business as consumers respond positively to your services.

Understanding influencer characteristics: A case study at OMMA Social, part 2

Continuing  the OMMA Social post, How Do Marketers Influence the Influencers? A case study at OMMA Social, let’s at the different characteristics that define influencer segments and how brands can engage them.

Source: Social Influencer segmentation study for the mom market, presented by Social Media and Communications Consultant Dina Freeman and Joshua Grossnickle, VP of Consumer Insights and Analytics, at Johnson & Johnson-owned BabyCenter.

Overall share of influence on social media

  • Field experts: 8% of social moms and have a 33% share of influence
  • Lifecasters: 8% of social moms and 34% percent of the influence
  • Pros: 2% of social moms and have an 11% share of influence overall — most influential as individuals
  • Butterflies represent 16% of community but wield 7% infleunce

Characteristics of Field Experts: Stay-at-home moms focused on parenting

  • Lots of posts but few direct friendships
  • Experienced stay-at-home mom
  • On BabyCenter or in groups, she shares robust info
  • Has faced specific challenge that turned her into a passionista: twins, problems breastfeeding
  • Writes really great product reviews
  • This group contributes 200 posts a week
  • Field experts’ content attracts 950,000 page views a month — very influential

Brands: Utilize and find the best “Field Experts”

  • Engage with her based on her expertise
  • Send samples
  • Don’t just blanket the blogosphere with product samples
  • Partner with sites that let her share her wisdom
  • Understand she’s compelled to make life easier for the next person

Lifecaster characteristics: Millennial moms sharing their lives

  • Driven to share
  • Taking a year or two off to raise kids
  • Posting about broad range of topics
  • Lighter sharing than the field experts group
  • She’s a maven, loves to connect people, lives life publicly on Facebook
  • 500 to 1,000 followers, lots of friends and comments
  • Everything funny and light

Brands: Let “Lifecasters” post deals

  • Ebagage with them lighter: user-generated content, photos, contests
  • IKEA: upload room shot, the first person to tag it, gets it
  • Baby milestones: desire & guilt to recognize milestones, connect via Facebook and e-mail

Pros’ characteristics: Bloggers who earn a living from social

  • Gen X Mom:  Self-employed
  • Engaging and entertaining tone on her blog
  • Does extensive research before posting anything
  • 50% have been given products or paid to post
  • 10,000 followers on blog, earned right to call themselves mini publishers
  • They poll followers to see what to write about.
  • Respect their editorial voice and loyalty to their audience

Brands: “Pros” engagement example

Verizon sponsored 5 of women in a “Bucket List” campaign. Each woman wrote about her experiences doing things she’d like to do before she dies. Verizon wrapped branding around it these stories.

Butterflies too busy to be social, for now

The fourth category was much smaller and less influential. Most women in this category are expecting their first child, working full-time, and have less history in the community. She’s very social and in many cases will morph into another influencer category as she has more life experiences to share with the BabyCenter community.

Charts & more highlights available on BabyCenter.com