a practitioner approach: the ultimate strategy guide for social media success to grow your business Hollensen, Svend creator Kotler, Philip 1931- Opresnik, Marc Oliver text bibliography Sixth Edition monographic eng

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238 pages : illustrations ; 24 cm. 1. SOCIAL MEDIA MARKETING PLANNING 1 -- 1.1 INTRODUCTION TO MARKETING PLANNING 2 -- 1.2 THE MAIN STAGES IN DEVELOPING A DIGITAL MARKETING PLAN 5 -- 2. DIGITAL MARKETING RESEARCH 13 -- 2.1 INTRODUCTION TO MARKETING RESEARCH 13 -- 2.2 ONLINE (INTERNET) RESEARCH METHODS 14 -- 2.3 MARKETING RESEARCH BASED ON WEB 2.0 18 -- 2.4 SOCIAL MEDIA FUNNEL 20 -- 2.5 POE MEDIA - PAID, OWNED AND EARNED MEDIA 22 -- 2.6 CUSTOMER JOURNEY MAPPING 24 -- 2.7 CUSTOMER TOUCHPOINT MANAGEMENT 26 -- 3. FUNDAMENTALS OF SOCIAL MEDIA MARKETING 29 -- 3.1 THE EVOLUTION OF DIGITAL MARKETING AND SOCIAL MEDIA MARKETING 29 -- 3.2 DEFINITION OF SOCIAL MEDIA MARKETING 42 -- 3.3 FROM, BOWLING' TO ,PINBALL' 44 -- 3.4 THE EXTENDED MODEL OF SOCIAL MEDIA MARKETING COMMUNICATION 47 -- 3.5 THE 6C MODEL OF SOCIAL MEDIA MARKETING 48 -- 3.6 INFLUENCER MARKETING 52 -- 3.7 GLOBAL SMARTPHONE MARKETING 53 -- 3.8 GLOBAL APP MARKETING 56 -- 3.9 IMPLICATIONS OF AI ON SOCIAL MEDIA MARKETING 60 -- 4. METAVERSE AND SOCIAL MEDIA MARKETING TOOLS AND PLATFORMS 65 -- 4.1 METAVERSE - THE NEW MARKETING UNIVERSE 65 -- 4.1.1 Origin and Definition 66 -- 4.1.2 The Building Blocks 67 -- 4.2 A SYSTEMIZING SOCIAL MEDIA FRAMEWORK 75 -- 4.3 SOCIAL COMMUNITY ZONE 77 -- 4.3.1 Facebook 77 -- 4.3.2 X and Microblogging 91 -- 4.3.3 LinkedIN 104 -- 4.3.4 Snapchat 111 -- 4.3.5 Tumblr 117 -- 4.4 SOCIAL PUBLISHING ZONE 121 -- 4.4.1 Instagram 121 -- 4.4.2 Pinterest 130 -- 4.4.3 SlideShare 143 -- 4.4.4 Internet Forums 146 -- 4.4.5 YouTube 152 -- 4.4.6 Reddit 166 -- 4.4.7 Blogging 170 -- 4.4.8 TikTok 178 -- 4.5 SOCIAL ENTERTAINMENT ZONE 180 -- 4.5.1 eSports 182 -- 4.5.2 Augmented Reality (AR) 185 -- 4.6 SOCIAL COMMERCE ZONE 187 -- 4.6.1 Uber 190 -- 4.6.2 Airbnb 190 -- 4.6.3 Ratings and Reviews: Yelp 191 -- 4.6.4 Expedia.com 195 -- 5. SOCIAL MEDIA MARKETING CONTROLLING 199 -- 5.1 SOCIAL MEDIA MARKETING COMMUNICATION OBJECTIVES 199 -- 5.2 NON-FINANCIAL SOCIAL METRICS 200 -- 5.3 FINANCIAL SOCIAL METRICS 203 -- CONCLUSION 206 -- REFERENCES 209 -- ABOUT THE AUTHORS 231 -- INDEX 235 -- Include index and bibliography. Internet marketing Social media Marketing Online social networks Economic aspects Advertising Social media Small business Marketing Internet advertising Graphic design HF5415.1265 K68 2024 Book 57 9798322944379 pucpr 260917 20260917114535.0 eng