Satellite Marketing : Using Social Media to Create Engagement book cover
1st Edition

Satellite Marketing
Using Social Media to Create Engagement

ISBN 9781482256147
Published May 24, 2016 by Productivity Press
248 Pages 54 Color Illustrations

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USD $39.95

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Book Description

Satellite marketing uses multiple social media sites as a series of marketing sub-stations or "satellites." Each satellite is a stand-alone marketing effort, which means that if and when your prospects are engaged, they are being introduced to your brand, your product and services, and your community of users. Prospects presented with a call to action through satellite marketing are more likely to act because they are actively engaged with your message.

Identifying opportunities for social media within integrated marketing communications, Satellite Marketing outlines a proven process to help you create an actionable strategic plan based on measurable goals. It provides business owners, CEOs, CMOs, and sales people with a comprehensive strategy for leveraging new media and integrating it with conventional marketing tactics.

Traditional marketing is still important, and the context of social media will make traditional tactics more effective. Dispelling many of the myths surrounding social media, this book will help you:

  • Develop an effective social media strategy to boost sales and brand awareness
  • Identify and target relevant markets
  • Create, deploy, and maintain effective satellites
  • Measure the success of your satellite marketing campaigns

The book explains why successful marketing has evolved from product-centric to customer-centric. It presents valuable lessons learned from established communications channels that apply to social media. It also details a step-by-step process to help you identify measurable goals, better understand your audience, create a strategy, select the appropriate social media, build engagement, develop a communications plan, and monitor performance.

This book is written by Kevin Popović, the Founder of Ideahaus®. Mr. Popovic is a speaker, educator, and was recently named a Top 20 Digital Marketing Strategist for 2015 by the Online Marketing Institute.

Table of Contents

Origins of Satellite Marketing
Why It Worked
Where Satellites Come From

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

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

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

Satellite Marketing Process
Identify Your Goals
Understand Your Audience
Creating Strategy
Selecting Social Media
Building Engagement
Communications Planning
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

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

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


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Kevin Popović 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, Popović 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.

Popović’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. Popović is also the author of 20YEARS Communications: 20 Leaders, 20 Questions, 100’s of Lessons.

In 2010, Popović 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."