Интернет-маркетинг по науке

by Dan Zarrella, Дэн Заррелла

О чем эта книга
Эта книга содержит рекомендации и методы, основанные на научных исследованиях, экспериментах, опросах потребителей и статистики. Автор использует знания из математики, социальной психологии, меметики и других наук и объясняет, почему и, что еще важнее, каким образом следует адаптировать для достижения максимальных результатов свои стратегии интернет-маркетинга: ведение блога, присутствие в соцсетях, почтовый маркетинг и вебинары. В книге Дэна Зарреллы, профессионального исследователя социальных медиа и популярного блогера, вы найдете ценные уроки.
Большинство ретвитов случается по вечерам и в конце недели.
Выходные - лучшее время для перепостов в Facebook.
Отправляйте электронную рассылку рано по утрам.
Чтобы получить больше комментариев, пишите в блог по выходным.
Чтобы получить больше ссылок, пишите в блог рано утром.
И многое другое!
Это очень подробное и всестороннее исследование того, как люди ведут себя в интернете, как они потребляют контент, какими устройствами при этом пользуются чаще, на какие слова в постах реагируют, а на какие - нет, в какие дни и в какое время они предпочитают читать и комментировать блоги, посты в Facebook и Twitter. Все эти данные проиллюстрированы наглядными графиками. Книга дает вам способ и средства оставить заметный след в цифровом маркетинговом пространстве.

Для кого эта книга
Для специалистов по интернет-маркетингу и директоров по маркетингу.

Фишка книги
Очень много графиков и данных, собранных на основе огромных выборок и характеризующих поведение людей в интернете.

От автора
Я читаю много книг и блогов о маркетинге, часто посещаю конференции и слежу за деятельностью коллег в Twitter. И меня всерьез огорчает, что в этой сфере так популярны советы обо всем и ни о чем. Обтекаемые формулировки на все случаи жизни, вроде "Будьте великолепны", "Поддерживайте разговор" или "Будьте личностью". Звучит отлично, не спорю. Но в основе этих советов нет ничего существенного.
Когда мы собираем данные о медиаплатформах, поведении пользователей и цифровых коммуникационных каналах, б?льшая часть фактов берет свое начало в схоластической системе, созданной учеными, не нюхавшими пороха в окопах маркетинга. Наука такого рода, разумеется, интересна, но по большей части это факты ради фактов, данные, не имеющие практического применения. Нам же нужно больше актуальных полевых исследований, которые проводят специалисты с реальным опытом в маркетинге. Такая работа более полезна и эффективна. Она поможет понять, как пользоваться фактами, чтобы лучше работать.
Я специалист по социальным сетям, и я использую факты, эксперименты и науку, чтобы понять, как люди ведут себя в сети и какую пользу мы, маркетологи, можем извлечь из их действий. Я хочу поделиться с вами информацией, которая нужна, чтобы достичь поставленных целей и стать успешными.

Genres: Business, Nonfiction, Social Media, Professional Development

192 pages, Paperback

First published February 21, 2012

Reviews

[Nicky Enriquez · Rating 3 out of 5]

Great insight into digital marketing. The data that Zarrella has collected is astounding.

[Jenny · Rating 2 out of 5]

Rated two stars mostly because it is outdated and was not written in a way that transfers well to the present, ut also because it relies a bit too much on opinion for a book with a title that starts with "The Science Of..."

[Amy · Rating 3 out of 5]

Browsed. Picked up a few tips.

[Rory · Rating 2 out of 5]

Insecure marketers will go gaga for this book. All others, keep doing what you're doing and seek other business authors if you want insight for those areas you're uncertain about.

[Tarissa · Rating 5 out of 5]

Dan Zarrella has written this fantastic volume to help online marketers and bloggers to better understand the tools at our disposal. You could be getting more views or purchases on your site, just by implementing some of the tips that Zarralla exposes.

The book is split into 10 chapters, each devoted to a particular platform of online marketing: E-Books, Webinars, SEO, Twitter, Facebook, Pinterest, Blogging, E-Mail Marketing, Lead Generation, & Analytics.

Throughout each chapter, you're given examples of all types of online visitors, and you'll discover exact techniques that you could be implementing now, today, in your social marketing. Zarrella has performed hundreds of surveys (it seems) to prepare the conclusions he is sharing in "The Science of Marketing". By revealing these critical results, he has changed the way I think about marketing, and the way you'll think about it too! Sometimes, the survey results revealed something lacking in the way that bloggers and marketers are timing their posts, or sometimes in the way you write. You'll find out an amazing amount of information in this book -- be sure to take notes!

I would definitely recommend this book to bloggers, website owners, or anyone else in need of promoting their online social presence (whether a newbie or professional). It is an amazing resource, and I'll probably have to read it again one day to glean more facts from it!

[Christina · Rating 3 out of 5]

Dan Zarrella did some pretty significant and serious research into Facebook, Twitter, Pinterest and blogging -- and what works and what doesn't. And he writes about it in a clear, mostly jargon-free way.

Much of it confirmed what I already had intuited about the different platforms.

But some of it just doesn't quite apply to what I do and didn't quite give me the answers I need.

For example, Zarrella's research shows the brands that perform the best on Facebook are those that post once every two days. I manage social media for three newspapers and I can't do that. People wouldn't follow us. They want more updates than that. So... I've had to do some of my own research and testing to get the answers to the questions I have.

[Caitlin Moyer · Rating 2 out of 5]

I was really excited when I read the description of this book--I'm always trying to get the edge when it comes to social media and the fact that Dan's recommendations are backed by scientific research was really appealing (yes, I can be a data nerd).

However, I found this book to be not as useful as I was expecting. The book felt very "braggy" to me without having much substance.

I might have gotten one or two things I can experiment with from the book but that's about it.

Don't waste your time.

[Linda Tapp · Rating 5 out of 5]

I really enjoyed The Science of Marketing although I wouldn't recommend it to most friends since they would have no interest in it but as a small business owner who wears multiple hats (including marketing) I found it really helpful and I made dozens of notes throughout that I now need to go back and act on. I don't think the title fits appropriately and without reading the subtitle - which is really more telling - you might read this thinking it's something else or not pick it up at all. Overall, I highly recommend this quick read.

[David · Rating 4 out of 5]

Most of my Goodreads friends will not be interested in this book whatsoever. For those few of you who are involved in marketing, however, this book is very interesting. Zarrella has some intriguing findings, but I'm not sold that everything he suggests will work. I'll definitely try a lot of what he suggests, but even Zarrella repeatedly says that "this may not work for your audience." Still, it's worth reading, and it's quick.

[Allison Reilly · Rating 4 out of 5]

This book is a must-read for any business owner, entrepreneur, or marketer. It's filled with data and cold hard facts about what works in social media marketing and inbound marketing. It's not just personal anecdotes or what Zarella has seen work. It's data and analysis based on studying thousands of tweets, posts, emails etc. No more marketing that's based on gut feelings and misinformation. Read this book and market right and market well.

[Konstantin · Rating 4 out of 5]

В первую очередь книга интересна тем, что дает понимание того, куда и как стоит копать для анализа и понимания действий аудитории. Много интересных и местами даже парадоксальных графиков с пояснениями и часто описаниями того, каким образом эта информация была получена. Книга будет особенно полезна для SMM-специалистов и тех, кто занимается контент-маркетингом. Остальные узнают много интересного и получат представление о том, какой вектор стоит взять при исследовании аудитории.

[Maggie · Rating 3 out of 5]

As a Hospitality Management student, marketing is crucial to our education right now and is critically used through out our industry. This book is basically a general guide towards marketing through the social media. It's a pretty educational read. Not something I'd read in my spare time though - just not my cup of tea but overall; pretty good.

[Eric Brown · Rating 3 out of 5]

Good information but much of it you will have known if you are in the industry. Also, doing stats and best practices research online turns up much of what is in Dan's book. If you do not have time to do the research then buy the book. If you have 2-3 hours to research the topics then save your money.

[Lynne Spreen · Rating 5 out of 5]

Want to market your product but don't have another entire lifetime to spin your wheels on social media? Dan Zarrella analyzes the effectiveness of various media for a living. He's putting his career into it. And, with this book, he distills what he's learned. Who wouldn't want to read it? His insights are valuable and will save you time and anxiety. I absolutely recommend it.

[Joanie Wanshek-olson · Rating 4 out of 5]

Awesome book. Anyone even thinking about jumping in the online social media pool needs to read this first. This book is extremely helpful especially in the how to when to and where to post.

[Troy · Rating 3 out of 5]

Several good insights but nothing I found to be unique to the book. MarketingSherpa/Experiments has presented many of these findings.

[Brian Hansford · Rating 2 out of 5]

Remedial. A book for people enamored with hubspot. Many blogs offer way more technical detail on marketing analytics and science.

[Elizabeth Clark · Rating 4 out of 5]

Interesting data, but no instructions on how to use social media

[loafingcactus · Rating 3 out of 5]

Worthwhile little book of general statistics (time of day, number of posts, type of words) for ebooks, webinars, Twitter, Facebook, Pinterest and Blogging, as well as SEO and direct email.

[Lori Radulovich · Rating 5 out of 5]

Great easy read with alot of very insightful details in all areas of online marketing.

[Dana · Rating 3 out of 5]

Helpful book detailing the differences and best practices for using Twitter, FB, etc.

[Daisy · Rating 4 out of 5]

Interesting data.

[Jonathan · Rating 4 out of 5]

An insightful and invaluable marketing resource, especially in regards to Twitter and Facebook management.

[John David · Rating 4 out of 5]

Good overview of analytic social marketing. Really helps you go through the who, what, where, when, why, and how for social media.

[Dennis · Rating 2 out of 5]

Графики ужасны