Index [] · use in marketing, 304 @ symbol, Pinterest, 472–473 +1 feature, Google+, 393, 421–423 3G (third generation), 599 4G (fourth generation), 599 4P’s of marketing placement

Special Characters and Numerics

# (hashtags)benefi ts of using, 300–301FollowFriday, 685keyword as, 305monitoring, 685Twitter

in chat, 326–327for measuring, 685versus @reply, 300–301using, 300–301

use in marketing, 304@ symbol, Pinterest,

472–473+1 feature, Google+, 393,

421–4233G (third generation), 5994G (fourth generation), 5994P’s of marketing

placement or position, 739price, 738product, 737–738promotion, 739

301 redirects, 1692009-10 B2B Marketing

Benchmark Report, 6292012 State of Inbound

Marketing, 726

AA/B testing, 708–710Addictomatic, 133addicts, 512AddThis, 197, 658Admin Panel, Facebook,

340, 345–346, 348–349

Adparlor, 593advertising

banner, 41, 533, 637–638Keller Fay Group results,

724–725LinkedIn, 533–535metrics

applying to social media, 723

cost-per-action, 721cost-per-click, 721cost-per-thousand

impressions, 720online resources for,

721–722overview, 722for paid advertising, 634,

719–722paid

engagement ads, 637–638Facebook Sponsored

Stories, 635integration of, 631–638metrics for, 634, 719–722social media sites

offering, 632–633Twitter Promoted

Products, 635–636Twitter Promoted

Tweets, 636–637user-generated, 632–633

targeting market, 635word of mouth, 724

affi nityquantifying market

presence, 512weighed by EdgeRank, 384

affi nity group segmentation, 67–69

affi nity groups, 67–69

Alexaclickstream analysis, 715demographic resources,

62, 63, 67–68, 509inbound links, 171–174traffi c assessment, 19

algorithmsdefi ning, 146, 148Facebook EdgeRank,

383–388Google, 193search engine use of, 148shared by Yahoo! and

Bing, 147All in One SEO Pack, 182All Services tab, AddThis,

197Alterian, 134Alterian SM2, 134American Express, 636analytics

FacebookFacebook Insights,

378–381, 687Facebook Insights for

Domains, 687Facebook Insights for

Platform Applications, 687, 692–693

Google Analyticsadvantages of, 660–662Blogger integration, 717clickstream analysis for

sites, 715dashboard, 653–654establishing

responsibility for analytics, 653–654

for Google+, 696–699installing, 662integrating social media

data with, 663–664

Index

55_9781118215524-bindex.indd 74155_9781118215524-bindex.indd 741 10/2/12 12:27 AM10/2/12 12:27 AM

COPYRIG

HTED M

ATERIAL

Social Media Marketing All-in-One For Dummies742

analytics (continued)

integration with Facebook, 664

integration with Meetup, 664

integration with Ning, 664, 717

measuring Twitter referrals, 681–682

Mobile menu, 704–705overview, 256, 660resource URLs, 662Social Media section,

663–664, 681–682Social Value option,

701–702, 717tagging website pages,

662tracking campaign

results, 714tracking inbound links

from Twitter, 681–682tracking outbound links,

716tracking website stats,

669–670traffi c comparison, 711use with storefronts, 45

image results on Flickr, 678–679

mobileApsalar, 706Bango, 706Flurry, 706versus web-based, 705

Pinterestanalytics tools for, 701Pinerly, 701Pinpuff, 487PinReach, 487, 701

podcasts on iTunes, 676–677

purpose of, 256–257social media

free packages for, 655–656

paid packages for, 656–658

for specifi c social media, 658–659

Twitteranalytics programs for,

683–684Google Analytics, 681for shortened links, 682TweetStats, 683TwitterCounter, 683TwitterGrader, 683Web Intents JavaScript

Events, 681Yahoo! Web Analytics, 68

Analytics & Search Optimization, 730

Animal Humane New Mexico (Facebook page), 619

Apache Mod Rewrite Module, 164

appbistro.com, 373apps

defi ning, 18Facebook Timeline,

371–372Twitter, 313–314

Apsalar report, 704–706ardent fans, 711Arrayit, 540Atom, 117attribution, 275audience engagement,

degree of, 512audio, social-content

sharing services and, 14auto-DM, Twitter, 290auto-follow program,

Twitter, 288avatars, Twitter

changing, 313defi ning, 312uploading, 312

average variable costs, 50

BB2B (business to business)

marketingversus B2C marketing,

69–70coupon services

BizSaves, 575RapidBuyr, 575

customer acquisition through social media, 22–23

geomarketing, 561identifying infl uencers in,

71–72mobile marketing, 609researching markets for,

69–73SimilarSites.com for

research on, 71social media marketing

used in, 69–71strategy for, 69–71

B2C (business to consumer) marketing

Ana White’s blog, 72–76versus B2B marketing,

69–70coupon services, 574customer acquisition

through social media, 22–23

geomarketing, 558–560identifying infl uencers in,

71–72market segmentation for,

60–69selling opportunities

through social media marketing, 21–22

backlinks. See inbound links

BandCamp.com, 619Bango, 706banner advertising, 41, 533,

637–638


Index 743

banners, LinkedIn, 533Bing

among top search engines, 147

audience for, 148social option, 191

Bing Business Portal, 167Bing Social Search, 623Bitly, 659–660, 682BizSaves coupon service,

575black hat techniques, 161Blockbuster, 463blog hubsites, 25#BlogChat, 333Blogger

automatic pinging, 118Google Analytics

integration, 717optimizing, 184software, 13

blogging platformsBlogger

automatic pinging, 118Google Analytics

integration, 717optimizing, 184software, 13

Blogger as, 239overview, 239–241WordPress

automatic pinging, 118JetPack for statistics,

717optimizing, 183software, 13

blogging softwareBlogger, 13Tumblr, 13TypePad, 13WordPress, 13

blogrolls, 181–182blogs

about product-oriented brands, 226–227

adding links for, 248–249

analytics software, 717blog-specifi c metrics,

673–675building community,

253–255comments, 255content strategy, 242–244customizing, 241–242,

245–246determining value of, 227evergreen content, 252FatFinch.com, 675focus, 244–245images, 250–251information-sharing sites,

717as marketing tool, 224–228measuring activity on,

673–675measuring success of,

256–257monitoring tools for,

137–138optimizing, 181–183planning stage for,

233–234plug-ins for, 247–248rationale for, 225–226self-hosting for business,

240sharing features, 246–248as social-content sharing

service, 13spam, 255trackbacks for, 249–250video, 267–268

BlogTalkRadio, 267Blufl y.com, 619BMW’s Make it Yours page,

635boards, Pinterest

arranging, 486creating initial, 464–465defi ning, 448gift boards, 497–500

group boardscreating, 489–490overview, 489–491tips about, 490

imagesavoiding certain,

468–469photo-editing tools, 470pinning, 466–467selecting, 467–468

liking on, 491purpose of, 462selecting content for,

462–463Whole Foods, 448–449,

463bookmarking

benefi ts of, 202–204defi ning, 197monitoring tools for, 206optimizing with, 198–200Pinterest, 200–201promotion techniques for,

215–216researching, 204–205services for

benefi ts of, 202–203content appropriate for,

210–211defi ning, 16overview, 197, 199–200recommendation

services as, 16social shopping services

as, 16specifi c applications for,

210–211submitting sites, 205,

207–208timing submissions for,

211–212bots (robots), 146bounce rate, 661, 719, 723bounces, 723brainstorming, 740



brandcopyrighting, 101–102overview, 19promoting on Twitter,

287–290protecting reputation of,

103–106service marking, 102trademarking, 102–103

brand reputation tools, 104–105

brand sentiment resources, 104–105

brandjacking, 103breadcrumb trails, 164, 182break-even point, 50–51Breakfast Club, 558Brennan’s Restaurant, 581bricks-and-clicks, 38, 44bricks-and-mortar

businesses, 167British Corner Shop,

121–122Brooklyn Bowl, 553–555Brooklyn Kitchen Store,

177–179BtoB magazine, 70Buddy Media, 385Business Insider, 583business metrics

break-even point, calculating, 50

consumer relationship management tracking software, 47

conversion rate as, 727cost of customer

acquisitionas business metric,

40–43, 727comparison formula, 40

lifetime customer value for, 42–43

spreadsheet for calculating, 42

lead monitoring software, 48

Marketing Sherpa, 47Paralysis calculator, 46profi t margin, 51profi t versus revenue, 51resources for, 38–39retaining versus acquiring

customers, 43return on investment

as business metric, 40calculating, 53–54consumer relationship

management, 47–49for contests, 643–644cost of customer

acquisition, 40–43defi ning, 31–32determining, 51–54determining formula, 51key performance

indicators, 44–46lead monitoring, 47–49percentage who

measure, 727for press releases, 631Rapport Online study, 41as rate of return, 52using calculator for, 52using performance

metrics for, 53sales key performance

indicators, 44–45social media sales

tracking options, 45tracking leads, 47

business networks, 538–540

business to business (B2B) marketing

versus B2C marketing, 69–70

coupon servicesBizSaves, 575RapidBuyr, 575

customer acquisition through social media, 22–23

geomarketing, 561identifying infl uencers in,

71–72mobile marketing, 609researching markets for,

69–73SimilarSites.com for

research on, 71social media marketing

used in, 69–71strategy for, 69–71

business to consumer (B2C) marketing

Ana White’s blog, 72–76versus B2B marketing,

69–70coupon services, 574customer acquisition

through social media, 22–23

geomarketing, 558–560identifying infl uencers in,

71–72market segmentation for,

60–69selling opportunities

through social media marketing, 21–22

BusinessWire, 625buttons

Admin Panel, Facebook, 345

Follow Us (chicklets), 217–218, 246


Index 745

Google+, 194LinkedIn, 532Pinterest, 194, 480–481social sharing, 217–220,

241, 246–247, 676subscribe, 246Twitter, 319

#BWEChat, 333

CCaféWorld, 594calendars

analytics tools used by, 730–733

confusion about, 152, 154for cybersocial

campaigns, 85–87Google Calendar, 86–87Mozilla Sunbird, 86optimizing for social

media, 180overview, 152–154for page rank value, 626for press releases, 626Social Media Activity

Calendar, 86cannibalizing, 580, 739Captcha, 196cash mobs, 570–571CCA (cost of customer

acquisition)as business metric, 40–43,

727comparison formula, 40lifetime customer value

for, 42–43spreadsheet for

calculating, 42CD Baby, 22Changing Aging, 159channel cannibalization, 739

channel/audience mismatch, 735

check-in services, 558chicklets

blogs, 217–218, 246LinkedIn, 533

Chitika, 72–73Circles, Google+. See also

Google+adding people to, 412blocking users, 428building, 413–414creating, 410–412defi ning, 409deleting, 428images, 425locating people, 413overview, 393posting privately, 416–417posting publicly, 416purpose of, 409sharing, 414–416tagging, 417tracking, 699

clickstream analysisaffi nity groups, 67Alexa, 715comparative metrics,

715–716defi ning, 715Google Analytics, 715–716Google Event Tracking

Guide, 716open source tool for, 715server-based, 715

Clicky-me, 659–660, 682#CmgrChat, 333CMO.com, 29–30CMSs (content

management systems), 155, 161

CNET News, 158

commentsblogs, 255Facebook Insights,

690–691Google+

deleting, 428moderating, 427–430

LinkedIn, 704Pinterest, 448, 491tracking for content

sharing, 672–673community-building

servicesdefi ning, 17Epinions, 17Google Groups, 17Ning, 17review sites, 17statistics from, 717TripAdvisor, 17wikis, 17–18Yahoo!, 17

comparative indicatorsbounce rate, 661, 719, 723conversion rate, 651, 701,

717, 727downloads, 718pages per view, 718sales and lead generation,

718times per visit, 719

comparative metricsA/B testing, 708–710advertising metrics for,

719–723clickstream analysis,

715–716clickstream URLs, 715click-through rate,

534–535, 712, 723Hubspot inbound

marketing report, 712key performance

indicators, 711, 717



comparative metrics (continued)

keywords, 711owning domain names,

717referrers, 711social media by genre, 713social media with online

marketing, 723–724tagging links, 713–714for traffi c, 711unique users, 711upstream analysis, 715Urchintracking Module,

714URL builder for multiple

tags, 714what to compare, 711–712word of mouth, 724–725

composition, 512comScore, 147, 582, 598Constant Contact, 570, 618Consumer Electronics

Show, 561consumer relationship

management (CRM)business to business

geomarketing apps, 561lead monitoring software,

48return on investment,

47–49tracking software, 47

Contact Me, Facebook, 372content

blog strategy, 242–244for blogs, 233–234,

242–243defi ning, 223distribution tools, 111–117editing on Google+,

428–430evergreen, 252fi nding/sharing on social

media, 620–621

getting noticed, 235–236images as part of, 273marketing goals, 230–231news stories for social

news services, 208–210optimizing fi rst paragraph,

159platform, 231–232for podcasts, 234shareable, 358–359updating, 159–160using social networks, 236for video blog, 235

content distribution toolsHelloTxt, 112HootSuite, 112OnlyWire, 113Posterous Spaces, 113Postling, 113RSS, 114–117Seesmic Ping, 114TweetDeck, 114UberSocial, 114

content management systems (CMSs), 155, 161

content marketing, 231–233content sharing

overview, 671–672sites that integrate with

Google Analytics, 663–664, 670

tracking comments, 672–673

content-sharing metricsblog-specifi c, 673–675for Flickr, 678–679for Flickr Pro, 679getting website stats,

669–670hard and soft costs versus

income, 680interpreting website stats,

670–671for podcasts, 675–677

tracking comments, 672–673

website stats, 669–673contests

goals of, 643–644including in return on

investment analysis, 643–644

Social Media Eatery, 645conversion funnel

explained, 18–19stats, 19visualization, 661

conversion rateas business metric, 727comparative indicator, 717defi ning, 651, 701

conversions, 18copyright

for images, 274–275infringement, 97, 190for logos, 98notice, 102permission form, 97protection, 101–102and trademarks, 98watermark as protection,

469–470cost of customer

acquisition (CCA)as business metric, 40–43,

727comparison formula, 40lifetime customer value

for, 42–43spreadsheet for

calculating, 42cost of goods, 50coupon services

benefi ts of, 576, 580BizSaves, 575for business to business

marketing, 575for business to consumer

marketing, 574


Index 747

considerations regarding, 574–575

for customers, 574daily deals, 586–588depth of discounts,

576–577downsides of, 577–578,

580–581effect of competition on,

573–574extra offers, 579Facebook Offers, 588feedback, 581Google Offers, 588group coupon sites,

586–588Groupon, 573, 581–585guidelines for using, 577LivingSocial, 586loss benefi ts, 576measuring success, 579minuses, 580overview, 574pluses, 580promoting deals, 579RapidBuyr, 575sites for, 587social media metrics, 724taking charge, 577–578

CPA (cost-per-action), 721CPC (cost-per-click)

advertising metric, 721pay-per-click as, 721web-only metric, 721

CPM (cost per thousand impressions)

as advertising metric, 720with LinkedIn, 533

crawlers, 117, 146Creative Commons, 98, 190,

275CRM (consumer relationship

management)business to business

geomarketing apps, 561

lead monitoring software, 48

return on investment, 47–49

tracking software, 47Cross-Tab Marketing

Services, 558CTR (click-through rate)

for comparative metrics, 712

for e-mail newsletters, 723as key performance

indicator, 712overview, 534–535

customer acquisition, through social media, 22–23

Cvent, 370, 570cybersocial campaigns

building marketing team, 91–93

creating marketing policy, 93–96

dashboardcreating, 88–91including password for,

91delegating, 83establishing behavior

policy, 83evaluating calendar

software, 86introducing, 85managing schedule, 84–87problems with

fi nding, 733–734fi xing, 734–735

project management software

choosing, 85using, 84

protecting brand, 101–106respecting law, 96–101scheduling time, 84synchronizing calendars, 86

Ddaily deals. See coupon

servicesDalai Lama, 699dashboard

cybersocial campaignscreating, 88–91including password for,

91defi ning, 653Facebook Insights, 691foursquare, 562Google Analytics,

653–654HubSpot, 653–654for measuring key

performance indicators, 653–654

NetVibes, 88–89, 660purpose of, 88resources for, 89–90for social media

marketing, 88–91widgets for, 91

DealSavant.com, 43Delicious, 198–199demo-geographic resources

list of, 64PRIZM, 64

demographic resourcesAlexa, 62, 63, 67–68, 509Facebook Insights,

378–380Quantcast, 62, 63,

67–68, 509StatCounter Global Stats,

509demographic segmentation,

60–62Digg, 201–202, 618, 713Digg Digg plug-in, 480



direct marketing techniques

identifying referrals, 726providing incentives, 726shortened URLs, 725

direct messages (DM), 290disaggregated components

chat rooms, 724e-mail, 724instant messaging, 724RSS feeds, 724social media metrics, 724third-party blogs, 724

disclosureKaty Widrick blog, 99, 101legal issues, 99–101

disclosure resources, 99–101

distribution servicesBusinessWire, 625marketwire.com, 625PR Newswire, 625PRWeb, 625Vocus, 625

DM (direct messages), 290domain names, 717downloads, tracking, 718Duke University Furke

School of Business, 538Dunkin’ Donuts, 594

EEarly Impact, 128EasyLunch, 14e-commerce

comparing social shopping services, 124

linkingBritish Corner Store use

of, 121–122to social media sites,

121–123

Payvment widget, 127–128ProductCart widget,

128–130requirements for

key performance indicators, 44–45

resources for selling, 127–131

using virtual storefront, 124

widgets for, 123, 127–131Ecumen, 159–160EdgeRank

content recommendations, 386–387

edge, meaning of, 383elements measured by,

384engaging fans, 384–385gauging response, 387–388optimum posting time, 385overview, 383–384

Edison Research, 617e-mail

fi nding followers, 618–620gaining subscribers, 618integration with social

media, 617–620newsletters

bounces, 723click-through rate for,

723landing pages for, 723measuring, 723open rate for, 723

sharing content, 620–621use of, 617–618

eMarketer, 144–145Endeavour Software Project

Management, 85engagement, 21

engagement ads (social banners), 637–638

Epinions, 99Etsy, 22EventBrite, 372, 570event-planning tools

Amiando, 570Constant Contact, 570Cvent, 370, 570Eventbrite, 372, 570

Expedia, 582

Ffab’rik Atlanta, 14–15Facebook

About page, 346, 356ad elements, 369advertising benefi ts,

368–369algorithm, 383analytic programs, 687apps for selling on,

370–371audience in 2012, 18channels

monitoring internal, 691–692

organic, 691paid, 691viral, 691

considerations about selling on, 370

contests, 373creating good content,

356–357, 386–388custom URL, 347event creation, 351–352following brands, 337–338as full network, 14as geographic resource, 62geomarketing with, 566


Index 749

Google Analytics integration, 664

Groupscreating, 374–375Pages versus, 374

growth of, 144iFrame, 635importance of sharing on,

357–358interaction on, 373,

384–385inviting friends, 348–349Likes, 337, 349–350liking brands on, 350–351Meetup integration, 567metrics, 687–693mobile version, 605NetworkedBlogs app, 359number of users, 1optimizing, 187–188overview, 383page elements, 339–342perks on, 374polls, 372–373posting time, 385–386quizzes, 373shareable content

qualities, 358–359small business use of, 12Sponsored Stories, 635Timeline features, 342traffi c data, 711Twitter


linking with, 322–323Facebook Apps, 371Facebook Beach Club

Game, 595Facebook Connect, 98

Facebook EdgeRankcontent recommendations,

386–387edge, meaning of, 383elements measured by,

384engaging fans, 384–385gauging response,

387–388optimum posting time,

385overview, 383–384

Facebook Insightsaudience analysis,

378–380monitoring comments,

690–691overview, 378Reach tab, 691–692results, 689–690tagging, 378–380targeted marketing, 378for traffi c data, 711using data from, 380–381,

688–689Facebook Insights for

Platform Applicationspurpose of, 692using, 692–693

Facebook Marketplace, 371Facebook metrics

comments monitoring, 690–691

engaged users, 690Insights, 688–690Insights for Platform

Applications, 692–693internal channels,

defi ning, 691–692reach, 690Talking About This, 690tracking channels,

691–692

Facebook Offers, 588Facebook Page

components of, 339–342goals for brand on,

354–355purpose of, 338–339

Facebook Places, 566Facebook Store, 371Facebook Timeline

Admin Panel, 340, 345–346apps, 371–372cover photo, 355features of, 342including items on,

355–356NetworkedBlogs, 365–366pinning content, 345purpose of, 339, 377setting up, 342–345sharing tweets on,

366–368Twitter app, 368

Facebook Wall, 341fair use, 97Fairmont Hotel & Resorts,

729–733FAQ Tab, Facebook, 371FarmVille, 24, 590, 593FatFinch.com, 675Federal Trade Commission

(FTC)product endorsement

ruling, 99–100social media content, 733social review sites used

by, 732tracking leads with, 47use of social media,

730–733Yahoo!, 86–87

feedback widgets, 132FeedDemon, 115



feedsAtom, 117getting, 110–111RSS

cautions regarding, 115as content-distribution

tool, 114–117as disaggregated

components, 724icon, 114monitoring tools,

138–139overview, 114–115for public relations, 622resources, 116–117subscribing, 115

TwitterFeed, 313fi nancials, 652fi xed costs, 50Flash animations, 162Flickr, 167, 678–679Flickr Pro, 679Flurry, 706Follow Me on Pinterest

button, 480Follow Us buttons

(chicklets), 217–218, 246

Follow Us On functionality, 98

FollowFriday (#FF), 685following

on Facebook, 337–338on LinkedIn, 525newsletters, 618–619on Pinterest, 473–475on Twitter, 292–293

following to follower ratio, Twitter, 686

footers, 164Forbes, 582

formsSocial Media Marketing

Goals, 27–29Social Media Marketing

Plan, 77–80spreadsheet for

calculating cost of customer acquisition, 42

Forrester Researchconsumer profi le tool,

736–737State of Retailing Online

2009, 43forums, monitoring tools

for, 137–138FotoFlexer, 470foursquare

business tools, 563–564check-ins

Count-based, 563Frequency-based, 563Mayor, 563Wildcard, 563

creating account on, 562as geomarketing program,

557as location-based service,

557merchant dashboard, 562mobile sites, 609overview, 167, 561Page One Books, 564–565swarm, 561, 564

frames, 162freemium tools, 106Freerange Stock, 98FTC (Federal Trade

Commission)product endorsement

ruling, 99–100social media content, 733social review sites used

by, 732

tracking leads with, 47use of social media,

730–733Yahoo!, 86–87

full networksFacebook as, 14Google+ as, 14myYearbook as, 14

Ggaming

adding to social media page, 590


metrics for, 595overview, 593

Animal Rescue Site, 590creating games, 593demographics, 591–592developers of, 591Dunkin’ Donuts, 594FarmVille, 590integrating, 595marketing options with,

589–590overview, 589PlayFish, 590ProCap and Information

Solutions Group survey, 591–592

product as prop, 594product placement in,

589–590reaching audience for,

593–594SELF magazine “Workout

in the Park”, 589Social Gaming App

directory, 591virtual currency for,

593–594Zynga, 590


Index 751

GanttProject, 85geographic resources

Facebook as, 62LinkedIn as, 62Twitter as, 62

geographic segmentation, 62–64

geolocation services, 560geomarketing

audience for, 558in B2B, 561cash mobs for, 570–571considerations about,

559–560with Facebook, 566with foursquare, 561–565geolocation services for,

560with Google, 566Gowalla for, 557increasing use of, 558–559local optimization for, 558Loopt for, 557with Meetup, 567–568services for, 558–559tools for, 557with Tweetup, 568–569with Twitter, 566

Goodsie, 123Goo.gl, 659Google

algorithm, 158, 193audience for, 148calendar software, 86–87creating account, 395–396Google Social Media

Analytics, 663–664inbound link tracking, 169number of users, 144Page Rank algorithm,

169–170+1 in search, 422real-time results, 194semantic search, 158in top search engines, 147

Google AdSense, 632Google AdWords, 149Google Alerts, 134, 631Google Analytics

advantages of, 660–662Blogger integration, 717clickstream analysis for

sites, 715dashboard, 653–654for Google+, 696–699installing, 662integrating social media

data with, 663–664integration with

Facebook, 664integration with Meetup,

664integration with Ning,

664, 717measuring Twitter

referrals, 681–682Mobile menu, 704–705overview, 256, 653–654,

660resource URLs, 662Social Media section,

663–664, 681–682Social Value option,

701–702, 717tagging website pages, 662tracking campaign results,

714tracking inbound links

from Twitter, 681–682tracking outbound links,

716tracking website stats,

669–670traffi c comparison, 711use with storefronts, 45

Google Calendar, 86–87Google Event Tracking

Guideclickstream analysis, 716outbound links, 716

Google Images, 273Google Insights

affi nity groups, 69fi nding/sharing content,

621Google Keyword Search,

149–151Google Latitude, 566Google Links, 169Google Offers, 588Google PageRank, 170–171Google Social Search,

193–194Google Trends, 134, 192Google Webmaster Central,

169Google+

blocking users, 428buttons, 194Circles, 393

adding people to, 412blocking users, 428building, 413–414creating, 410–412defi ning, 409deleting, 428images, 425locating people, 413metrics for, 699posting privately,

416–417posting publicly, 416purpose of, 409sharing, 414–416sharing images, 425tagging, 417tracking, 699

commentsdeleting, 428moderating, 427–430

considerations before using, 392

creating accounts for, 395–396



Google+ (continued)

engaging in conversations on, 430–431

features, 393–394as full network, 14hotkeys, 407metrics

Circles, 699Google Analytics,

697–698Google Social Analytics,

696–699Google+ Ripples, 698–699internal performance,

698+1 feature, 696–698plusya, 699

optimizing, 188–189, 193–194

overview, 391page, 401–404

adding HTML code to, 403, 409

adding managers to, 404–405

creating accounts for, 395–396

defi ning, 394formatting posts, 407managing notifi cations,

405–406navigating stream with

hotkeys, 407profi le, 399–404setting up, 396–398

+1 feature, 393, 421–422posts

bumping up, 394editing, 394, 428–430

profi leadding picture, 399–401customizing, 402–404editing, 401–402importance of, 399

reaching people via, 421–427

Share, 394sharing images

overview, 422–423uploading, 423–424via Circles, 425

sharing videos, 425–427as social-networking site,

110tagging, 394

Google+ for Business, 167Google+ Hangout

benefi ts, 433–434defi ning, 433versus Hangout on Air,

435–436hosting, 439–440setting up, 436–439sharing documents on,

440–442sharing screen on, 443

Google+ Hangout on Airdefi ning, 435Extended Circles versus

Public, 435versus Hangout, 435–436setting up, 438YouTube recording, 435

Google+ Local, 167Google+ Ripples, 698–699Google+ Tab, 372Gowalla

as geomarketing program, 557

as location-based service, 557

overview, 110GPS (Global Positioning

System), 17grandparents.com, 549gray-market link sites, 174GreenAirOnline, 627–628

Groupondemographics, 582Groupon Getaways, 582Groupon Goods, 582Groupon Now, 582independent surveys on,

583Jones Graduate School

of Business at Rice University survey, 583

versus LivingSocial, 586Meetup hook up, 568merchant attitude toward,

582–583overview, 573, 581–582share-this-deal, 582Vernon’s Steakhouse

experience with, 584–585

Gruen, Michael, 283guerrilla marketing, 60

Hh HTML header tag, 628hard costs, 680H.A.R.O. (“Help a Reporter

Out”), 266Harvard Business School

break-even analysis tool, 50

online calculator, 42hashtracking, 328headings, keywords in, 161HelloTxt, 112“Help a Reporter Out”

(H.A.R.O.), 266Ho, Cassey, 124–127HootSuite, 112, 313hotkeys, 407HotSpot Internet Marketing,

561HowSociable?, 134–135


Index 753

HTML, 168HTML5, 168hubsites, 25HubSpot

cost of lead generation, 32dashboard, 653–654inbound marketing

report, 712, 726Kuno Creative, 654sales analytics tool, 48–49survey on customer

acquisition, 22–23

IIAB (Interactive Advertising

Bureau), 637–638IADW (International

Assistance Dog Week) website, 665–667

Ice Rocket, 623images

benefi ts of sharing, 278–279

for blogs, 250–251captions, 423copyright for, 274–275Creative Commons, 98EdgeRank, 387Flickr, 678–679Google+

overview, 422–423sharing via Circles, 425uploading, 423–424

importance of, 273, 422–423

iStockphoto, 98as part of content

creation, 273permission form for use

of, 98, 274photo sharing sites, 277Pinterest

avoiding certain, 468–469photo-editing tools, 470

pinning, 466–467selecting, 467–468uploading profi le

images, 461–462saving techniques, 166search engine

optimization, 162sharing own, 278as social-content sharing

service, 14stock images, 276StockXCHNG, 98

impressions, 723inbound links

Alexa, 171–174display on social media,

176Google, 169link-checking tools,

171–172qualities of, 171resources for, 172–173search techniques,

173–174social sharing services

for, 175tagging, 713–714tracking, 174–175Twitter, 681–682

index concept, 512indexing, optimization

technique, 164–166infl uencers

identifying in business to business marketing, 71–72

identifying in business to consumer marketing, 71–72

Klout, 71–72, 134for online newsroom,

622–623for public relations,

622–623

information sharing siteswebinars as, 717wikis as, 717

Instagram, 110, 314, 553–555

integration with social media

benefi ts of, 615e-mail, 617–618fi nding/sharing content,

620–621Google Insights, 621Google Social Media

Analytics, 663–664Mylene Sheath newsletter,

619–620newsletters, 618–621paid advertising, 631–638press releases, 623public relations, 621–632The State of Marketing

2011, 616web metrics, 716–719website features, 642–645websites, 638–642

intellectual property (IP), 96, 101–102

Interactive Advertising Bureau (IAB), 637–638, 645

internal performance measurements, 651

International Assistance Dog Week (IADW), 665–667

Internet radio, 266–267Internet service providers

(ISPs), 166interstitials, 594IP (intellectual property),

96, 101–102IP addresses, 711iPad, 613–614ISPs (Internet service

providers), 166



iStockphoto, 98ITBusinessEdge, 94iTunes

analytics for podcasts, 676–677

measuring popularity of, 676–677

JJanssen, Patricia, 33–35

KKeller Fay Group, 724–725key performance indicators

(KPIs). See also measuring and metrics

bounce rate as, 719categories to measure,

651–652click-through rate as, 712comparing content

performance, 708–709comparing using A/B

testing, 708conversion rate as,

717–718correlating with activity

timeline, 728for coupons, 724downloads as, 718e-commerce requirements

for, 44–45e-mail newsletters as, 723fi nancials as, 652importance of, 707–708keywords as, 711leads as, 652measuring, 651–653online metric resources,

709–710

pages per view as, 718press releases, 631referrers as, 711–712resources for tracking

social media by genre, 713

for sales, 44–47sales and lead generation

as, 718search marketing as, 652tagging links, 713–714time per visit as, 719traffi c as, 652, 711unique users as, 711using same measuring

tool on all sites, 708keywords

choosing, 148–149, 151–152

comparative metrics, 711hashtags using, 305as key performance

indicators, 711as links, 161metatags, 153–155for search engine

optimization, 148–152, 180

selection resources, 150–151

tag clouds, 152–153in tweets, 305

Khare, Phyllis, 337Kid-Friendly Deals, 582Klout, 71–72, 134Kodak, 463KPIs (key performance

indicators). See also measuring and metrics

bounce rate as, 719categories to measure,

651–652click-through rate as, 712

comparing content performance, 708–709

comparing using A/B testing, 708

conversion rate as, 717–718

correlating with activity timeline, 728

for coupons, 724downloads as, 718e-commerce requirements

for, 44–45e-mail newsletters as, 723fi nancials as, 652importance of, 707–708keywords as, 711leads as, 652measuring, 651–653online metric resources,

709–710pages per view as, 718press releases, 631referrers as, 711–712resources for tracking


for sales, 44–47sales and lead generation

as, 718search marketing as, 652tagging links, 713–714time per visit as, 719traffi c as, 652, 711unique users as, 711using same measuring

tool on all sites, 708Kuno Creative (HubSpot

page), 654

Llanding pages, e-mail

newsletter, 723Last.fm, 619


Index 755

lead generationcomparative metrics,

717–718defi ning, 32HubSpot on cost of, 32as key performance

indicator, 718leads, 652Learned Evolution, 553legal issues, 96–101life-stage segmentation,

65–66lifetime customer value

as cost of customer acquisition, 42–43

online calculator for, 43Likes

on Facebook, 337, 349–350on Pinterest, 448, 490

Lincoln College Apprenticeships, 645

link farms, 174link juice, 199link-checking tools, 171–172LinkedIn

Admin tool, 522advertising

banners, 533business accounts, 534cost per thousand

impressions, 533interpreting results,

534–535pay per click, 533

appsBlog Link, 525Events, 525Polls, 524Slideshare, 525using, 524–525

becoming expert on, 532chicklets, 533

connectionsfi rst-degree, 518–519making, 518–520second-degree, 518–519third-degree, 518–519

cross posting, 523following companies on,

525as geographic resource, 62groups

joining, 527participating in, 525–527

joining, 520metrics, 701–704

conversion rate in, 701internal performance,

702–703Profi le Stats Pro, 704Social Value Report,

701–702tracking comments, 704tracking profi le views,

703networking on, 533optimizing, 190–191overview, 517performance metrics,

702–703ProEdit, 521Profi le Stats Pro, 704profi les

creating, 520–521editing, 522–523optimizing, 522tracking views, 703views of, 703–704writing, 521

promoting presence on, 532–533

purpose of, 518Quantcast statistics,

518–519questions on, 530–532

recommendationsaccepting, 524asking for, 524getting, 523–524sorting, 524

search engine optimization, 523

small business use of, 12tracking comments, 704URLs for, 526user demographics, 518users, 517Wild Apricot, 528–530

LinkedIn Answersanswering on, 531–532becoming expert on, 532overview, 530questioning on, 530–531

LinkedIn Today, 527links

for blogs, 248–249British Corner Store use

of, 121–122external, 169inbound

Alexa, 171–174display on social media,

176Google, 169link-checking tools,

171–172qualities of, 171resources for, 172–173search techniques,

173–174social sharing services

for, 175tagging, 713–714tracking, 174–175Twitter, 681–682

keywords used as, 161



links (continued)

marketing through, 121–123

oGorgeous, 124–127to online third-party

stores, 22outbound, 177–179reciprocal, 169

Live Help, 372LivingSocial

demographics, 586versus Groupon, 586integration, 586overview, 586

LivingSocial Escapes, 586Local Harvest Cafe &

Catering, 581local search, 167Local Search Association,

144localization, 167location-based services

Facebook, 566foursquare, 557Google Latitude, 566Gowalla, 557Loopt, 557social mapping, 557Twitter, 566

logos, 98Loopt, 167, 557Los Rio Runners, 614loss leaders, 575lurking, 511Luxefi nds.com, 644

MMailChimp, 618Make it Yours page (BMW),

635Malibu Rum, 595MapQuest, 167

market segmentationaffi nity groups, 67–69for business to consumer

marketing, 60–69demographics, 60–62geographics, 62–64life stages, 65–66lifestyles, 66–67purpose of, 60subgroups for, 60

marketing goals, 27–30Marketing Sherpa, 47, 158,

629, 653marketing strategy

business to business marketing, 69–71

business to consumer marketing, 69

segmentation, 60–69Social Media Marketing

Plan worksheets, 77–80steps for, 81–82

marketwire.com, 625Martell Home Builders,

640–642Mashable, 96, 168measuring and metrics. See

also business metricsadvertising, 719–723baseline, 728–729blog statistics, 673–675business, 38–54comments, 672–673comparative, 719–723, 728content-sharing

blog-specifi c, 673–675for Flickr, 678–679for Flickr Pro, 679getting website stats,

669–670hard and soft costs

versus income, 680interpreting website

stats, 670–671

for podcasts, 675–677tracking comments,

672–673website stats, 669–673

defi ning, 707defi ning success, 652diagnosing social media

marketing problems with, 733–734

e-mail newsletters, 723Facebook, 687–693Google Analytics, 653–654Google+, 696–699higher-end analytical tool

benefi ts, 657–658image results on Flickr,

678–679key performance

indicatorsbounce rate as, 719categories to measure,

651–652click-through rate as, 712comparing content

performance, 708–709comparing using A/B

testing, 708conversion rate as,

717–718correlating with activity

timeline, 728for coupons, 724downloads as, 718e-commerce

requirements for, 44–45e-mail newsletters as,

723fi nancials as, 652importance of, 707–708keywords as, 711leads as, 652measuring, 651–653online metric resources,

709–710


Index 757

pages per view as, 718press releases, 631referrers as, 711–712resources for tracking


for sales, 44–47sales and lead

generation as, 718search marketing as, 652tagging links, 713–714time per visit as, 719traffi c as, 652, 711unique users as, 711using same measuring

tool on all sites, 708layering activity timelines

with, 728LinkedIn, 701–704mobile, 612, 704–706versus monitoring, 651paid statistical analytics

tools, 656–657performance, 44, 53, 651Pinterest, 700–701podcast popularity,

676–677process of, 653–655quantitative data, 651Robert H. Smith School of

Business chart, 729–730social media

business measuring of, 653

coupon services, 724dashboard for, 653, 654disaggregated

components, 724e-mail newsletters, 723initial steps, 653measuring, 653online events, 724plug-ins, performance of,

695–696

press releases, 724product placement, 724URL shortening tool

statistics, 659–660social media chart,

729–730social plug-ins, 695–696statistical analytics tools,

655–656time delays affecting, 729Twitter, 681–686URL shortening tools,

659–670video success, 673–675website effectiveness,

670–672what to monitor, 728–729

media kit, 719, 722medium-specifi c metrics,

710Meetup

for estimating, 570Facebook integration, 567Google Analytics

integration, 664Groupon hook ups, 568organizing, 569–570overview, 567planning, 570popularity, 567–568tools for, 569Twitter geotagging, 570

metadata, 153meta-indices, 174metatags

page description, 156–157page title, 156Pennington Builders, 154,

156–157in search engine

optimization, 153–157use of, 153, 181to view, 154

microblogging, 119

micrositesLincoln College

Apprenticeships, 645overview, 645place in marketing effort,

717Microsoft, 148MilkMade Ice Cream,

513–515minor social networks

assessing value of for marketing plan, 508–510

choosing, 513–514research URLs, 507–508research using select

terms, 509researching, 506–510reviewing statistics about,

510supplementing marketing

with, 506target audience

monitoring in, 511–512Miracle-Gro, 589, 593Mission Minis Bakery, 581Mobify, 602mobile media

analytics resources, 706business to business

marketing, 609comScore survey, 598Google Analytics, 704–705marketing apps for,

607–609measuring success of, 612metrics

Apsalar report, 704–705measuring by platform,

704segmenting visitors, 704specifi c to mobile use,

706Mobify, 602



mobile media (continued)

mobile device usage, 598–599

mobile websitescreating, 601–604tools for, 604

online activities using, 600–601

overview, 598reaching people with,

604–605Roxy Theater, 608smartphones

operating systems, 599usage of, 598–599user demographics, 600

tablets, 612–614Taos.org, 601–602

ModCloth, 212–215monitoring

frequency of, 650goal of, 132–133hashtags, 685versus measuring, 132, 651minor social networks,

511–512public relations, 631qualitative data, 650rationale for, 132search engine ranking,

194–195tools for, 684

Addictomatic, 133Alterian, 134for blogs and forums,

137–138choosing, 133–137described, 133–137fee-based, 140–141Google Alerts, 134Google Trends, 134HowSociable?, 134–135Klout, 134monitorThis, 135

Moreover, 135for qualitative data, 651for RSS, 138–139Social Mention, 135–136for social news, 138–139Trackur, 137Twitter, 139–140types of, 137–141WhosTalkin.com, 137Yahoo! Alerts, 134

monitorThis, 135Moreover, 135Mountain Springs Lake

Resort, 605–606, 701Mozilla Firefox Live

Bookmarks, 115Mozilla Sunbird, [email protected],

610–611Mylene Sheath newsletter,

619–620myYearbook, 14

Nnavigation link on splash

page, 163Nearby tweets, 566Neenah Paper, 54–57net profi t margin, 51Netcarnation Marketplace,

127NetVibes.com, 660Network World, 681NetworkedBlogs

confi rming installation options, 362

overview, 359–362posting to Timeline,

365–366publishing as tab, 363–365widget, 362

networkingcross-industry directories,

538–540LinkedIn, 533for search engine ranking,

538Twitter, 295–298

New Media Expo (board), 463

newslettersbounce rate, 723click-through rate for, 723compare metrics with

online, 723Constant Contact for, 618coupons and promotions,

723Digg for, 618disaggregated

components, 724fi nding followers for,

618–619integration with social

media, 618landing pages, 723MailChimp for, 618Mylene Sheath, 619online events, 724open rate of, 723press releases, 724product placement, 724Reddit for, 618

niche marketing, 60, 514, 545

Nielsen Claritas PRIZM, 64Nielson Company, 144, 612Ning

community-building services, 17

Google Analytics integration, 664, 717

nofollow tag, 183, 199


Index 759

Oobjectives, setting, 30–31offl ine marketing, 725oGorgeous, 124–127online community, 253OnlyWire, 112, 113, 117OpenProj, 85optimization

blog, 181–183Blogger, 184permalinks for postings,

184–185Facebook, 187–188Google+, 188–189, 193–194LinkedIn, 190–191,

522, 523for local market

mobile search, 167–169strategies for, 167

Pinterest, 189–190search engine, 25

bookmarking, 198–200cloud tags, 152–153fi rst-paragraph, 159–161goal of, 143, 145–146Google+, 193–194images, 273keyword importance,

148–149keyword placement,

159, 161keyword selection

resources, 150–151metatags, 153–157monitoring, 195multimedia, 185–186overview, 162–167page-level, 159–161pin descriptions,

486–487press releases and, 628real-time search, 191–192

reasons to use, 145, 420resources for, 158terminology, 146things to avoid in, 162–163top search engines,

146–147updating content,

159–161URL confi guration,

163–164social media, 143, 146,

180, 186–190defi ning, 157elements to avoid,

162–163external search engines,

735fi rst paragraph,

importance of, 159implementing links,

174–175inbound links, 169–174increasing links, 175–177increasing URL

readability, 163–164indexing, 164–166keyword placement, 161localizing, 167for mobile search,

167–169multimedia, 185–186reducing download time,

166resource pages, 177–179resources for, 158updating often, 159–161

Twitter, 186–187URLs, 163–164WordPress, 183

Other Sites Visited section, 510

outbound links, resource page for, 177–179

Ow.ly, 659

PPageRank

algorithm, 169–170installing, 170

pages per view, 718pages viewed, 718paid advertising

engagement ads, 637–638Facebook Sponsored

Stories, 635integration of, 631–638metrics for, 634, 719–722online resources for,

721–722self-service ads, 632–635social media sites

offering, 632–633Twitter Promoted

Products, 635–636Twitter Promoted Tweets,

635–637user-generated, 632–633

PaintShop Pro, 470Panalysis, 46passers-by, 512patents, 103PayPal, 22, 128pay-per-click (PPC), 146,

167, 533, 534–535Payvment, 127–128PDAs (personal digital

assistants), 597Pennington Builders, 154,

156–157performance metrics, 44, 53permalinks, 182, 184–185Pew Research Center,

66, 600PewInternet.org, 167Pezzi, Barbara, 730photo sharing sites, 277



Photoshop Elements, 470pin, 447–448Pin It button, 194, 480Pinerly, 701Pingdom, 65Ping.fm, 117, 181, 552pinging

overview, 117–119, 148resources for, 118Twitter, 297

pinners, Pinterestdefi ning, 448locating effective, 487–488reasons for collaboration,

488pinning, Pinterest

images, 466–467overview, 466–467video, 470–472

Pinpuff, 488PinReach, 488, 701pins, Pinterest

adding prices to, 497–498commenting on, 491conversational, 472giving credit for, 492Likes, 490repins

defi ning, 448, 479measuring, 701steps for, 479

Pinterest@ symbol, 473adding prices to pins,

497–498best at driving sales,

495–496bookmarking with,

200–201building community on,

488–494creating accounts on,

451–453creating conversational

pins on, 472

creating group boards, 489–490

disclosing affi liates, 501disclosure rules, 500e-mail notifi cations,

459–461etiquette on, 492–493following on, 473–475gift guides, creating, 500Gifts link, 499Gifts section, 498–499home page, 454–456images

avoiding certain, 468–469choosing, 467–468uploading, 461–462

Kodak, 463Likes, 448, 490logging in, 453Luxefi nds.com, 644metrics, 488, 700–701

information about, 700–701

repins, importance of, 701optimizing, 189–190overview, 447–448page elements, 649–650pricing allowed on, 495product placement on,

496profi le page

creating, 456–459elements of, 456–457uploading profi le image,

461–462researching brands on,

449–450selling on, 496–497sharing, 477–481

considerations for, 478content considerations,

482–486descriptions for pins,

486examples of, 477–478

repinning, 479using share buttons,

480–481tagging on, 472–473terms, 448tracking referrals, 700–701users, 200–201via @debng, 492

Pinvolve, 372Pioneer Woman, 25The Pioneer Woman site, 25PitchEngine, 630Pixir Express, 470PlacePunch, 559platforms

bloggingBlogger, 13, 118, 184, 239,

717overview, 239–241WordPress, 13, 118, 183,

239, 717content, 231–232measuring mobile media

by, 704using Twitter with diverse,

304PlayFish, 590plug-ins

for blogs, 247–248performance of, 695–696for Twitter, 319–321

plusya.com, 699Podcast Advice, 676podcasting

analytics from iTunes, 676–677

audiencedetermining, 264–265increasing, 263–264

available on iTunes, 676considerations regarding,

259–260determining focus,

261–262


Index 761

including interviews, 265–266

increasing sales using, 262–263

versus Internet radio, 266–267

as marketing tool, 228metrics for, 676–677planning for, 234value of, 260–261

point of sales (POS), 44POS (point of sales), 44Posie’s Cafe, 581Posterous Spaces, 110, 113Postling, 113Poston, Leslie, 283Powell’s Books, 121, 123PPC (pay-per-click), 146,

167, 534–535PR Newswire, 625Preferred Market Solutions,

LLC, 626press releases

calendars for, 626content guidelines, 628–629disclosure issues, 627distribution services for,

625–626integration with social

media, 623–624new format for, 629–631online resources for,

624–625performance indicators,

631pitching to bloggers, 627Preferred Market

Solutions, 626search engine

optimization, 628using social news services

for, 627–628

using syndication tools for, 625

using tags for, 623ProCap and Information


product endorsement disclosures, 99–101

product placementhandling problems with,

739on Pinterest, 496social media metrics, 724

product trees, 45ProductCart, 128–130professional networks

LinkedIn as, 16Plaxo as, 16

Profi le Stats Pro, LlinkedIn tracking, 704

Profnet, 266Promoted Products, 566Promoted Tweets, 636–637PRWeb, 625psychographic (lifestyle)

segmentation, 66–67public relations

identifying infl uencers, 622–623

integrating with social media, 621–622

monitoring, 631online newsroom, setting

up, 622online resources for,

624–625posting on own sites, 625press release template,

630resources, 624–625search engine ranking,

622

standard press distribution sources, 625–626

using Blogger, 627using for marketing, 622using press releases,

628–631using RSS, 622using social news

services, 627–628

Qqualitative data, 650Quantcast

demographic resources, 62, 63, 67–68, 509

statistics for LinkedIn, 518–519

traffi c assessment, 19quantifying market

presence, 512quantitative data, 651

RRapidBuyr, 575Rapport Online, 41rate of return, 52reach (potential audience),

559, 722real-time social media, pros

and cons of coupons, 643

recommendation servicesDelicious as, 16StumbleUpon as, 16

Reddit, 618referrals

business to business marketing, 538

offl ine, 725–726



referrerscomparative metrics, 711defi ning, 661as key performance

indicators, 711–712regulars, 512Related Searches, Google,

149repins, Pinterest

defi ning, 448, 479measuring, 701steps for, 479

return on investment (ROI)as business metric, 40calculating, 53–54consumer relationship



indicators, 44–46lead monitoring, 47–49percentage who measure,

727for press releases, 631Rapport Online study, 41as rate of return, 52using calculator for, 52using performance

metrics for, 53Retweet Rank, 684–685retweeting, Twitter

avoiding vanity retweet, 302

monitoring, 684–685tips for use in marketing,

302use in marketing, 302–303

review sites, as community-building services, 17

“Rise of Social Advertising” (pivot), 632

Robert H. Smith School of Business, 729

robots (bots), 146ROI (return on investment)

as business metric, 40calculating, 53–54consumer relationship



indicators, 44–46lead monitoring, 47–49percentage who measure,

727for press releases, 631Rapport Online study, 41as rate of return, 52using calculator for, 52using performance

metrics for, 53Roxy Theater, 608RSS (really simple

syndication) feeds, 552cautions regarding, 115as content-distribution

tool, 114–117as disaggregated

components, 724icon, 114monitoring tools, 138–139overview, 114–115for public relations, 622resources for, 116–117subscribing, 115

rump session, 568

Ssales analytics

break-even point calculation, 50–51

point of sales package, 44profi t margin, 51required data for, 44–45resources for calculating,

44–45tracking leads, 47–49

sales cycle, defi ned, 38ScienceStage.com, 540search engine marketing

(SEM), 146search engine optimization

(SEO)bookmarking, 198–200cloud tags, 152–153fi rst-paragraph, 159–161goal of, 143, 145–146Google+, 193–194images, 273keyword importance,

148–149keyword placement,

159, 161keyword selection

resources, 150–151metatags, 153–157monitoring, 195multimedia, 185–186overview, 25, 162–167page-level, 159–161pin descriptions, 486–487press releases and, 628real-time search, 191–192reasons to use, 145, 420resources for, 158terminology, 146things to avoid in, 162–163


Index 763

top search engines, 146–147

updating content, 159–161URL confi guration, 163–164

search engine rankingmonitoring, 194–195networking for, 538

search engine result pages (SERP), 143, 650

search enginesalgorithms in, 148audiences for, 148Bing, 147detestable content for, 162fi rst choice for local

business information, 144–145

Google, 147improving ranking in, 203LinkedIn, 523pinging, 117–119ranking services, 195real time, 191–193top, 146–147Yahoo!, 147

search marketing, 652search terms. See keywordsSeesmic Ping, 112, 114, 313SEM (search engine

marketing), 146semantic search, 158SEO (search engine

optimization)bookmarking, 198–200cloud tags, 152–153fi rst-paragraph, 159–161goal of, 143, 145–146Google+, 193–194images, 273keyword importance,

148–149

keyword placement, 159, 161

keyword selection resources, 150–151

metatags, 153–157monitoring, 195multimedia, 185–186overview, 25, 162–167page-level, 159–161pin descriptions, 486–487press releases and, 628real-time search, 191–192reasons to use, 145, 420resources for, 158terminology, 146things to avoid in,

162–163top search engines,

146–147updating content, 159–161URL confi guration,

163–164SERP (search engine result

pages), 143, 650server-side include (SSI),

164, 662service marks, 102Share button, LinkedIn, 532Share This functionality, 98,

617, 724Share This social share

plug-in, 480, 724sharing images, legal issues

about, 274–276Shop.org, 43SHRM (Society for

Human Resource Management), 727

SimilarSites.com, 71

Sims Social, 594sitemaps, 166six degrees of separation,

518SKUs (stock-keeping units),

44, 46small businesses, 12, 43smartphones

increasing use of, 167–168operating systems, 599usage of, 598–599user demographics, 600

SMO (social media optimization)

defi ning, 157elements to avoid,




174–175inbound links, 169–174increasing links, 175–177increasing URL

readability, 163–164indexing, 164–166keyword placement, 161localizing, 167for mobile search,

167–169multimedia, 185–186reducing download time,


Snipshot, 470social banners

(engagement ads), 637–638



social bookmarkingbenefi ts of, 202–203defi ning, 197monitoring tools for, 206promotion techniques for,

215–216researching, 204–205services for

benefi ts of, 202–203content appropriate for,

210–211defi ning, 16overview, 199–200recommendation

services as, 16social shopping services

as, 16specifi c applications for,

210–211submitting sites, 205,

207–208timing submissions for,

211–212social gaming

adding to social media page, 590


metrics for, 595overview, 593

Animal Rescue Site, 590creating games, 593demographics, 591–592developers of, 591Dunkin’ Donuts, 594FarmVille, 590integrating, 595marketing options with,

589–590overview, 589PlayFish, 590ProCap and Information


product as prop, 594product placement in,

589–590reaching audience for,

593–594SELF magazine “Workout

in the Park”, 589Social Gaming App

directory, 591virtual currency for,

593–594Zynga, 590

Social Gaming App directory, 591

social geolocation and meeting services

defi ning, 17foursquare, 17Global Positioning System,

17Loopt, 17

The Social Habit 2011, 617social mapping, 557Social Marketing Activity

Calendar, 175social marketing campaigns

building marketing team, 91–93

creating marketing policy, 93–96

dashboardcreating, 88–91including password for,

91delegating, 83establishing behavior

policy, 83evaluating calendar

software, 86introducing, 85managing schedule, 84–87problems with

fi nding, 733–734fi xing, 734–735

project management software

choosing, 85using, 84

protecting brand, 101–106respecting law, 96–101scheduling time, 84synchronizing calendars,

86social media

analytics tools, 658–659applying advertising

metrics, 723defi ning, 11integrating with web

metrics, 716–719plug-in performance,

695–696promoting Twitter chat

on, 330–331real-time search engines

for, 192recent developments in,

110research using term, 509small business use of, 12smartphones

increasing use of, 167–168

operating systems, 599usage of, 598–599user demographics, 600

strategies for sharing on, 420

tabletscomScore fi ndings,

612–613demographics, 613iPad apps for social

mobile services, 613–614

Los Rio Runners page, 614


Index 765

Nielson Company survey, 612

overview, 612tools for tracking, 110–111

Social Media Activity Calendar, 86

Social Media Analytics, 663–664

social media buttonsFollow Us, 217–218, 246purpose of, 217social sharing, 217–220,

676for blogs, 246–247defi ning, 241LinkedIn, 532Twitter, 319

social media channels. See social media services

social media dashboard resources, 89–90

Social Media Eatery (contest ideas), 645

social media integration, 615

social media marketingbenefi ts of, 18–23, 506

branding, 19building relationships, 20cost-effectiveness, 719improving business

processes, 20–21improving search engine

rankings, 21reaching market, 18–19saving on advertising, 23selling, 21–22

blogging, 224–228charting social media

accomplishments, 729–730

content-distribution tools, 111–117

conversion funnel model, 18–19

coupon services, 574–588defi ning, 13direct marketing

techniques for, 725–726downsides, 23–24Duke University Furke

School of Business, 538e-commerce tools,

121–131Fairmont Hotels, 730–733feeds, 110–1114P’s of, 734hashtags, 304hub sites, 25images, 278–279integration

e-mail, 617–621overview, 616–617websites, 638–642

links, 121–123local campaigns, 167–169as long-term commitment,

12, 20mobile media, 607–611mobile search, 168–169online marketing

comparison, 723–724as part of marketing plan,

24–26podcasting, 228problems

diagnosing, 733–734fi xing, 734–735with placement, 739with price, 738with product, 737–738with promotion, 739

prospective customers, 18referrals from offl ine

sources, 725–726resources for, 110–111

shortening URLs, 119–120social gaming, 589–595Social Media Marketing

Plan, 76–80solutions

adjusting expectations, 739–740

brainstorming, 740for channel-audience

mismatch, 735for low traffi c, 735for poor audience

engagement, 736–737for poor content,

735–736strategy for, 59–71team

choosing a director, 92–93

considering in-house personnel, 93

creating social media marketing policy, 93–96

hiring experts, 93identifying leadership

qualities, 92–93monitoring accounts, 92respecting privacy, 92seeking referrals, 93seeking skill diversity, 92

traditional strategies, 13, 726

Twitter, 283–286updating search engines,

117–119videoblogging, 229–230virtual storefronts, 124YouTube, 15

Social Media Marketing Goals form

instructions for, 29–32overview, 27–29



social media marketing plancalendar software, 85–87cost estimation, 31customer relationship

management, 47–49dashboard for, 88–91developing, 26establishing policies,

93–96goals and objectives,

27–31, 39legal considerations,

96–101managing schedule, 84–87minor social sites, 506–510protecting brand, 101–106respecting privacy, 98revealing endorsements,

99–101steps for, 81–82target market, 30–31team creation, 91–93tracking leads, 47–50worksheets, 77–80

social media marketing policy

employee focus, 94issues addressed, 96Mashable list of policy

musts, 96principles of, 96resource sites for, 95sample policy, 94

social media metricsbusiness measuring of, 653coupon services, 724dashboard for, 653, 654disaggregated

components, 724e-mail newsletters, 723initial steps, 653measuring, 653online events, 724

plug-ins, performance of, 695–696

press releases, 724product placement, 724URL shortening tool

statistics, 659–660social media monitoring.

See monitoringsocial media optimization

(SMO)defi ning, 157elements to avoid,




174–175inbound links, 169–174increasing links, 175–177increasing URL readability,

163–164indexing, 164–166keyword placement, 161localizing, 167for mobile search, 167–169multimedia, 185–186reducing download time,


social media servicesdefi ning, 13location search function,

62matching to goals, 30reconfi guring for mobile

devices, 604–606social media channels, 13social-content sharing

services, 13

types of, 13–17Web 2.0 compared with, 13

social media storefront solutions, 45–46

social media users, 512Social Mention, 136–137,

623, 631social networking services

defi ning, 14full networks, 14microblogging, 16professional networks, 16research into, 509selecting by industry, 541specialty networks as, 16

social news servicesbenefi ts of, 202–203content of stories for,

208–210Digg, 17monitoring tools, 138–139popular sites, 202Reddit, 17researching, 204–205versus social bookmarking

services, 201submitting sites, 208–210timing submissions for,

211–212social plug-ins, 695–696social shopping services

coupon servicesbenefi ts of, 576, 580BizSaves, 575for business to business

marketing, 575for business to

consumer marketing, 574


for customers, 574daily deals, 586–588


Index 767

depth of discounts, 576–577

downsides of, 577–578, 580–581

effect of competition on, 573–574

extra offers, 579Facebook Offers, 588feedback, 581Google Offers, 588group coupon sites,

586–588Groupon, 573, 581–585guidelines for using, 577LivingSocial, 586loss benefi ts, 576measuring success, 579minuses, 580overview, 574pluses, 580promoting deals, 579RapidBuyr, 575sites for, 587social media metrics, 724taking charge, 577–578

e-commerce compared to, 124

Kaboodle, 16ThisNext, 16

Social Value report, Google Analytics, 701–702

social-content sharing services

audio as, 14blogs as, 13defi ning, 13photos as, 14video as, 14

Society for Human Resource Management (SHRM), 727

soft costs, 680

SoundCloud, 22#SpeakChat, 333Spiceworks, 635spiders, 117, 146–147, 157,

163splash pages, 162–163SSI (server-side include),

164, 662Starting a Business page, 26StatCounter Global Stats,

509The State of Marketing 2011,

616State of Retailing Online

2009 (Forrester Research), 43

stickiness, 345stock-keeping units (SKUs),

44, 46StockXCHNG Exchange, 98strategic marketing, 27stratifi ed sites

activity, 550–551demographic and

geographic, 545–548explained, 537grandparents.com, 549industry, 541–544value for marketing in,

538–539stratifying, 537StumbleUpon, 194, 220, 713Stylehive, 22submitting sites to search

engines, 147Su.pr, 659, 682syndication tools

Ping-o-matic, 625RSS, 625Seesmic Ping, 625

syndicating, content postings, 540

TTabJuice, 130tablets

comScore fi ndings, 612–613

demographics, 613iPad apps for social

mobile services, 613–614

Los Rio Runners page, 614Nielson Company survey,

612overview, 612

tag cloud, 152–153Tag Cloud Generator, 153tagging

Google+ Circles, 417inbound links for tracking,

713–714Urchin Tracking Module,

714tags, 182, 185alt, 155h1, 182h3, 182nofollow, 183, 199overview, 152–153title, 156, 182

Talking About This, 690Taos.org, 601–603target market

analyzing activity of, 511–513

identifying, 30–31segmentation, 60–69

TechCrunch, 96Technorati, 151TechSling, 148Terms of Service (TOS), 267text speak, 285–286



time, weighed by EdgeRank, 384

Timeline, FacebookAdmin Panel, 340, 345–346apps, 371–372cover photo, 355features of, 342including items on,

355–356NetworkedBlogs, 365–366pinning content, 345purpose of, 339, 377setting up, 342–345sharing tweets on,

366–368Twitter app, 368

Timely, 313times per visit, 719Tiny.ly, 659tips (sales leads), 518Toll Booth Saddle Shop

(website), 33–36Topsy, 623TOS (Terms of Service), 267trackbacks, 182, 249–250tracking

comments, 672–673, 704consumer relationship

management, 47downloads, 718Google Analytics

tracking campaign results, 714

tracking inbound links from Twitter, 681–682

tracking outbound links, 716

tracking website stats, 669–670

hashtracking, 328leads, 47–49profi le views, 703referrals, 681–682, 700–701

shortened URLs, 682social media, 110–111tagging inbound links,

713–714Trackur, 103, 137trademarks, 98, 102–103traffi c, 651, 711

Alexa, 19comparing on social sites,

711defi ning, 651, 711Facebook, 711Google Analytics, 711as key performance

indicators, 652, 711low, 735Quantcast, 19Twitter, 317–318

TravelLuggagePlus.com, 552

TripAdvisor, 99, 713Tumblr, 13TweetBeep, 314TweetChat, 313, 327–328TweetDeck, 110, 114, 313,

681tweets, Twitter

about brands in public, 298

defi ning, 18from mobile device,

314–315quantity of, 292–293use of, 18

TweetStats, 683tweetups, Twitter

defi ning, 306geotagging, 570organizing, 569–570overview, 568–569planning, 570tools for, 569using Meetup for

estimating, 570

twelpforce, 739Twitaholic, 71–72, 134Twitpic, 314Twitter

analytics programs for, 683–684

appsfor blog feeds, 313defi ning, 313for following, 297, 313for hashtag chats, 313mobile, 314

audience in 2012, 18auto-direct messaging, 290blocking, 303campaigns

determining types of followers, 303

diversifying platforms, 304

including discounts, 304including hashtag chats,

304minimizing selling, 304questioning, 304reaching out to

community, 304selecting content, 303sharing, 304

chatbenefi ts of, 325–326enticing guests to, 330fi nding guests for, 329formats, 329hashtags, 326–327hashtracking, 328numbered format for,

331–333popular ones, 333promoting, 330–331TweetChat, 327–328

chat management, 328–329


Index 769

creating campaign, 303–304

direct message analysis, 685

direct messaging, 301–302driving traffi c, 317–318effective communication

on, 286–287etiquette, 305–306, 367Facebook considerations,

322–323, 366–368fi nding followers, 295–296following-to-follower ratio,

686as geographic resource,

62geomarketing with, 566geotagging with, 566, 570hashtags

for measuring, 685versus @reply, 300–301using, 300–301

metrics for, 681–686for direct messages,

685–686following-to-follower

ratio, 686using #FF for, 685using hashtag for, 685using Twitter

applications, 683–684for website referrals,

681–682monitoring tools for,

139–140networking using, 295–298140 characters, 285–287optimizing, 186–187page customization

avatars, 312background, 310–311

images, 312key elements, 311–312sides, 312

professional communication on, 299–300

Promoted Products, 566Promoted Tweets,

636–637promoting brand on,

287–290promoting versus

spamming, 287reasons for marketing on,

283–285@reply use on, 296–298researching brands on,

291–292retweets

monitoring, 684–685overview, 302–303ranking, 684–685

searching using, 299share buttons, 319text speak, 285–286tracking referrals to

website, 681–682tracking shortened URLs

to site, 682tweetups, 306–307Twellowhood, 566twelpforce, 739users, 18

Twitter Nano, 566Twitter Web Intents Java

Script Events, 681TwitterCounter, 684TwitterFeed, 313TwitterGrader, 683TypePad, 13, 118

UUberSocial, 114Unica, 616United States Patent and

Trademark Offi ce, 103upstream analysis, 715Urchin Tracking Module

(UTM) (tagging links), 714

URLsFacebook, 347Google Analytics, 662LinkedIn, 526optimizing, 163–164researching minor social

networks, 507–508shortening tools

Bitly, 659–660Clicky-me, 659–660Goo.gl, 659Ow.ly, 659statistics, 659–660Su.pr, 659Tiny.ly, 659

snipping, 119–120tracking shortened links

from Twitter, 682UserVoice, 372UTM (Urchin Tracking

Module), 714

VVahl, Andrea, 337VALS (Values and Life

Styles), 67vanity retweets, Twitter,

302Vernon’s Steakhouse,

584–585vertical market social

networks, 541–544



Viddy, 426video blogging

as marketing tool, 229–230planning for, 235uses of, 230

videosin blogs, 267–268copying and pasting, 425hosting interviews,

270–271importance of for

EdgeRank, 387pinning, 470–472recording, 426–427social sharing of, 269–270as social-content sharing

services, 14stats from third-party

sites, 673–674uploading, 426–427viral, 268–269YouTube, 426–427

View Source, 154Vimeo, 675virtual storefronts, 123–124,

130–131Netcarnation, 127Netcarnation Marketplace,

127Vocus, 625

Wwaivers for use of photos, 98watermarks

as copyright protection, 469–470

defi ning, 469purpose of, 469–470

Web 2.0, 13

web analytics, 649web metrics

cost-per-click, 721importance of domain

names, 717integrating with social

media, 716–719key performance

indicators, 717web rings, 174website subdomains

blogs, 717communities, 717microsites, 716–717

weight, weighed by EdgeRank, 384

Wesst, 638–639White, Ana, 72–76white papers, 20Whole Foods, 448–449, 463WhosTalkin, 137, 623widgets

defi ning, 18, 91for e-commerce, 123,

127–131for feedback, 132for social media

dashboard, 91Widrick, Katy, 99–101Wikipedia, 740wikis, as community-

building service, 17Wild Apricot, 528–530Wishpond, 121word of mouth, 725wordle.net, 153WordPress

automatic pinging, 118JetPack for statistics, 717optimizing, 183software, 13

“Workout in the Park” (SELF magazine), 589

XXenu Link Sleuth, 166XML, 159

YYahoo!

audience for, 148calendar software, 86–87in top three search

engines, 147Yahoo! Ad Solutions, 632Yahoo! Alerts, 134Yahoo! Site Explorer, 166Yelp, 99, 566YETI Coolers, 14–15YouTube, 426–427

getting stats for video on, 673–675

Hangout on Air recorded on, 435

ZZelco, Kevin, 610–611Zynga, 110, 590


Documents

Index [] · use in marketing, 304 @ symbol, Pinterest, 472–473 +1 feature, Google+, 393, 421–423 3G (third generation), 599 4G (fourth generation), 599 4P’s of marketing placement