Satellite Marketing Using Social Media to Create Engagement

Origins of Satellite Marketing
Why It Worked
Where Satellites Come From
References

Evolution of Marketing
4 Ps, 7 Ps, 8 Ps: More?
A Consumer-Oriented Model
The Evolution of Marketing Communications
Use of Technology in Marketing Communications
The Technology of Print
Lessons from Print
New Media
From Analog to Digital
Lessons from Digital
Enter the Internet
Lessons from the Internet
Integrated Marketing Communications
The Reality of Marketing
Mass Communication Creates Marketing Opportunities
References

Defining Social Media
Types of Social Media
Social Networking
Content Sharing
Collaboration
The Business Opportunity
Creating Social Capital
The People Using Social Media
Social Media is Media
A Broader Understanding
References

Seven Reasons You Should Not Use Social Media
Reason #1: Your Audience Isn’t There
Reason #2: Social Media Doesn’t Work for Every Business
Reason #3: There Are Easier Ways to Get in Front of Your Audience
Reason #4: You Don’t "Get It"
Reason #5: Social Media Is Not Free
Reason #6: You Can’t Find the ROI
Reason #7: Shit Happens
A Fair and Balanced Report
References

Satellite Marketing Process
Identify Your Goals
Understand Your Audience
Creating Strategy
Selecting Social Media
Building Engagement
Communications Planning
References
Measuring Performance
Example: Measuring My Success

Business-to-Consumer Case Story: Stylin Online
Identifying the Goals
Understanding the Audience
Creating the Strategy
Selecting Social Media
Building Engagement
Communications Planning
Measuring Performance
From the Quantitative
From the Qualitative
References

Business-to-Business Organization Case Story: Bokwa Fitness
Identifying the Goals
Understanding the Audience
Creating the Strategy
Selecting Social Media
Building Engagement
Communications Planning
Measuring Performance
Reference

Nonprofit Organization Case Story: Alliance
Healthcare Foundation
Identifying the Goals
Understanding the Audience
Creating the Strategy
Selecting Social Media
Building Engagement
Communications Planning
Measuring Performance
References
Glossary

Index

Biography

Kevin Popovi? is the founder of Ideahaus®, an award-winning creative communications agency that helps its clients figure out what to say and how to say it to build brands and increase sales. With more than 30 years of professional experience, he helps make strategic decisions about all types of business communications, facilitates the creative process, and demonstrates how to best manage resources to generate a return on each investment. As an academic, Popovi? earned a BA in communications/psychology, an MS in multimedia technology, and focused doctoral studies within instructional technologies. He has developed curriculum for creative, communications and business courses and has taught undergraduate, graduate, and continuing education, as well as developed and delivered corporate training for Fortune 500 companies.Popovi?’s most recent academic research article, “Attitudes on the Use of Social Media in Healthcare Communications,” published in the Journal of Communications in Healthcare (2013, Vol. 6, No. 1) assessed current attitudes of healthcare, pharmaceutical, and life sciences executives on the topic. His preceding article, Tweeting Practical Examples of Social Media in Healthcare” (2010, Vol. 3, No. 2) was one of the first to explore the use of social media in health-care communications. Popovi? is also the author of 20YEARS Communications: 20 Leaders, 20 Questions, 100’s of Lessons .In 2010, Popovi? was ranked #43 in Fast Company’s The Influence Project measuring the most influential people online. In 2014, Online Marketing Institute named him one of the Top 40+ Digital Strategists in Marketing.