The Social Media Marketing Book

by Dan Zarrella

Are you looking to take advantage of social media for your business or organization? With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities.

The Social Media Marketing Book guides you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment. Whether you're a seasoned pro or new to the social web, this book will take you beyond the jargon to social media marketing mastery.

Genres: Social Media, Business, Nonfiction, Entrepreneurship

240 pages, Paperback

First published January 1, 2009

Reviews

[Truly · Rating 4 out of 5]

Tertarik sama buku ini karena mulai merasa enggak punya ilmu buat urusan social marketing. Nodong pas ke kantor Ibu Peri Buku yang baik hati dan tidak sombong ^_^

Ternyata... sama sekali enggak "dong, deng" soal dunia pemasaran yang satu ini.

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Waktu yang berjalan membuat dunia terus berubah. Demikian juga pemasaran, tentunya akan ikut berubah. Hal ini secara otomatis membuat langkah-langkah pemasaran juga mengalami perubahan. Ada Mark Zulkerberg yang mengubah dunia lewat facebook, lalu Jimmy Wales dan Larry Sanger dengan Wikipedia. Dunia seakan menjadi datar.

Pergerakan dunia marketing mengikuti pergerakan dunia bisnis. Perjalanannya ditopang oleh berbagai perubahan seperti teknologi yang merupakan primay change driver. Saat sebuah teknologi berubah maka lanskap marketing juga ikut berubah.

Pada dekade 2000-an, lingkungan bisnis menjadi digital di dunia yang global. Gaya marketing yang bersifat transactional sudah sangat ketinggalan jaman. Pemikiran dan pendekatan marketing betul-betul bergerak bukan saja bertumpu pada produk namun juga customer centric. Konsep Brand Equity Marketing merupakan salah satu konsep yang lahir di dekade ini.

Seiring dengan perkembangan teknologi yang membuat dunia kian terasa datar. Banyak pelaku bisnis mulai melirik media sosial. Media sosial dipilih karena nyaris tiada biaya yang dikeluarkan namun efeknya luar biasa.

Barack Obama bisa dikatakan seorang presiden media sosial yang pertama. Ia melakukan kampanyenya melalui Twitter, FB, YouTube, Flickr, Linkedln, MySpace dan Second Life. Dibandingkan biaya yang harus dikeluarkan jika menggunakan cara kampanye yang umum, biaya melalui Twitter, FB, YouTube, Flickr, Linkedln, MySpace dan Second Life nyaris tiada artinya. Tapi coba lihat efek yang diperolehnya.

Burger King menawarkan satu kupon whooper gratis kepada pengguna FB jika merka mau memutuskan hubungan 10 teman mereka. Bayangkan...! kehilangan 10 orang demi sebuah kupon. Walau kelihatannya kejam, ternyata banyak juga yang menggunakan kesempatan ini.

Namun ada juga beberapa produk yang ketipan sial karena media sosial. Misalnyanya saja video yang menceritakan bagaimana mudahnya membuka paksa kunci sepeda Kryptonite dengan sebuah bolpen.

Saya pribadi sempat tergoda untuk membeli sepatu disalah satu toko karena beberapa media sosial pertemanan menyebutkan salah seorang pelayan memberikan servis yang sangat luar biasa. Ia bahkan rela memberikan jatah diskon karyawan yang sangat langka hanya karena ia tidak melihat sedikit cacat pada sepatu yang ditaksir pembeli. Si pembeli saja menerima kekurangannya, namun tetap perasaan si pelayan yang tak enak hati.

Beberapa sahabat sekedar mampir untuk mengintip bagaimana sih wajah si mbak pelayanan yang tersohor baik hati dan ramah itu. Dari sekedar mengintip, mereka melirik sepatu yang dijajakan, dari sekian orang minimal satu pasang sepatu berpindah tangan. Si mbak yang baik hati itu tentu tidak akan terkenal jika tidak ada media sosial yang mengangkat ceritanya. Efek yang diperoleh toko dimana ia bekerja tentunya lebih terlihat dari pada memasang iklan di selembar harian

Buku kecil tapi sarat akan tips ini memberikan kita banyak hal mengenai bagaimana mengolah media sosial sebagai salah satu sarana pemasaran. Menjamurnya toko online juga akibat campur tangan media sosial secara tak lansung. Hal-hal kecil yang sepertinya sepele, justru akan menbawa dampak besar bagi pemasaran sebuah produk.

Dari sekian banyak media sosial, buku ini antara lain membahas mengenai blog, Twitter dan Microblogging, jejaring sosial,media bersama, forum serta bookmarking.

Sebaiknya setiap perusahaan memiliki sebuah blog yang menjadi pusat pemasaran di media sosial. Saat membuat blog pilihlah topik yang bisa Anda dominasi, jangan topik-topik yang banyak dibicarakana. Jadikan blog Anda sesuatu yang spesial. Jangan terlalu jauh berhayal dulu, jika blog Anda menawarkan perihal cara memasak, tak perlu seluruh masakan. Cukup hal yang paling Anda kuasai, misalnya khusus untuk masakan Jawa Timur. Jangan lupa memperindah blog Anda dengan aneka desain dan posting aneka hal secara teratur.

Dalam Twitter, pegawai pemasaran dan pengusaha cenderung mempunyai banyak pengikut ketimbang lain-lainnya.Carilah orang yang membuat tweet tentang produk Anda dan ikutilah mereka. Microblogging merupakan cara yang mudah dan cepat untuk masuk ke media sosial dan berpromosi.

Sering kali saat membuka FB, kita akan menemukan sebuah penawaran dari si anu mengenai sebuah produk. Itu tanda siprodusen sedang memanfaatkan jejaring sosial untuk memasarkan produknya. Yang harus diperhatikan janganlah memasarkan secara berlebih, sehingga jangankan dilirik bisa-bisa kita diblokir. Tawarkan konten yang hanya ada di jejaring sosial bukannya membuat ulang situs.

Novel cyberpunk berjudul Snow Crash besutan Neal Stephen ,muncul pada tahun 1992, menginsiprasi teknologi web. Bagian Metaverse merupakan hal yang paling ramai dibicarakan. Metaverse merupakan sebuah gambaran realitas virtual tentang seperti apakah jadinya internet di masa depan. Mungkin awalnya hal ini membingungkan, namun jika bisa menguasainya akan memudahkan bagi pemasar.

Media sosial apapun yang digunakan, pastikanlah semuanya terintegrasi dan blog Anda sebagai pusat. Anda bisa menyambungkan halaman FB dengan Twitter untuk menampilkan tweet-tweet Anda. Video-video YouTube Anda dapat di-embed di blog dan halaman FB. Blog Anda dapat secara otomatis mempublikasikan post-post harian yang berisi tautan-tautan yang telah Anada bookmark di Delicious

Perlu diingat, bahwa strategi pemasaran berbeda dengan pemasaran strategi. Strategi pemasaran merupakan fokus untuk mencari dan memberi kepada pelanggan superior serta memiliki nilai yang berbeda untuk mengembangkan bisnis. Strategi pemasaran bertujuan akhir untuk meningkatkan jumlah penjualan. Sedangkan pemasaran strategi adalah cara terbaik untuk mencapai peningkatan jumlah penjualan

Jika belum ada yang tertarik untuk melakukan transaksi , anggap saja sebagai alat promosi .Tujuan promosi secara sederhana bisa dipersempit menjadi tiga hal, yaitu memberikan informasi ke pelanggan tentang produk atau fitur baru seperti menciptakan kebutuhan, mempengaruhi pelanggan untuk membeli merek seperti orang lain, mengingatkan pelanggan tentang merek yang termasuk memperkuat penetapan ancangan merek.

Jangan mempromosikan merek, tapi promosikan kategori anda. Sebuah merek yang kuat akan mendominasi dan mewakili kategori. Sebuah merek tidak berharga jika hanya dikenal baik, kecuali merek mewakili kategori.

Sebut saja Odol. Bagi anak jaman sekarang Odol identik dengan pasta gigi, hanya sedikit yang mengerti kalau itu adalah sebuah merek pasta gigi yang sudah tidak diproduksi lagi. Saat ini Odol mulai diganti dengan Pensodent. Jadi bukan hal aneh lagi jika seseorang pergi ke warung dan menyebutkan ingin membeli Pepsodent, lalu si pelayan memberikan Cipadent. Keduanya memang sama-sama pasta giogi, namun masyarakat awam sudah mengidentikan pasta gigi dengan pepsodent, sebuah merek.

Buku ini tidak saja menawarkan berbagai tips mengenai pengolahan media sosial namun juga bagaimana mengukur keberhasilannya. Sehingga buku ini tidak saja memberikan teori namun juga praktek. Sayangnya buku ini mungkin akan susah dipahami oleh mereka yang kurang paham dunia maya. Beberapa istilah yang dianggap umum, mungkin malah tidak diketahui oleh orang yang jarang bergaul dengan dunia maya.

Jadi, manfaatkan FB, Twitter, Blog Anda semaksimal mungkin. Jika belum punya, segera buat ! Tidak butuh keahlian yang susah serta waktu yang lama.

Butuh info lebih lengkap, silahkan mengintip ke http://danzarrella.com/
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Cara ini juga yang belakangan dipakai beberapa sahabat penerbit saya untuk melakukan pemasarannya.

Mereka memanfaatkan FB, Twitter dan lainnya untuk membuat aneka promosi. Dari sekedar kuis hingga promosi kegiatan. Sukses.............................!

[Anastasiya Lysyuk · Rating 3 out of 5]

Сьогодні перегорнула останню сторінку цієї книги. Заради дипломної роботи і не на такі жертви підеш. загалом книга непогана, але слово 'загалом' в даному контексті головне, адже на детальну інформацію годі в цьому випадку надіятись + з моменту написання (2010) вже пройшло трохи часу і деяка інформація м'яко кажучи вже не актуальна.
чи була ця книга цілковитим гаянням часу- точно ні, бо нотатки я робила і доволі багато.
чи є сучасніші, цікавіші і практичніші книги - так, так і ще раз так.

[Hanna · Rating 3 out of 5]

Not much more than I already knew.

[Blog on Books · Rating 4 out of 5]

If you hadn’t noticed, the online world is full of a new crop of consultants who call themselves ’social media marketers.’ A large number of these new practitioners were only a year or two ago referring to themselves as ‘SEO consultants.’ My how times have changed.
WIth the onslaught of social networks from Facebook to Twitter to myspace, et al, social marketing has become big business. One authority that stands out from the crowd is Dan Zarrella. Zarrella has written extensively about the science of viral marketing, memetics and social communications on his own blog and for a variety of popular industry blogs, including Mashable, CopyBlogger, ReadWriteWeb, Plagiarism Today, ProBlogger, Social Desire, CenterNetworks, Nowsourcing, and SEOScoop.
In his new book, simply titled ‘the social media marketing book’ (O’Reilly), Zarrella explains the sometimes confusing morass of both these many social networks and the various proclivities around their toolsets and how they actually work. Using real life examples as well as an ample assortment of factual, survey-style data, Zarrella gives the reader a guided tour as to what techniques provide the most effective and optimal use of spreading one’s message, cause or business across a variety of platforms.
From his analysis of content types, protocols around posting techniques, feedback, retweets, messaging as well as some discussion of third party apps, the Social Media Marketing book is a great first stop for anyone looking to spread their identity efficiently through the modern world of YouTube, Flickr, LinkedIn, Digg, Facebook, Stumble Upon and more. His easy-to-follow format is a must read for anyone looking to get started (or improve their skills) in this important new medium.

[Jj Kwashnak · Rating 5 out of 5]

Anyone in business today has been told that their business needs to be on social media. The problem is should a business be involved in social media marketing, but how does one get into this. Blogs, Twitter, Facebook, LinkedIn, You Tube Digg and Second Life are things that a manager may have heard of, but how to do get involved, without shooting your business in the foot or falling on your face, is something that can be very daunting to someone ready to start dabbling. There are books galore out there how to effectively leverage activity based upon various case studies, but to appreciate these one must have some kind of background in the media to begin with. But first questions such as "What is a Social News and Bookmarking site like Digg or Reddit?" need to be answered. This is where Zarrella's book is valuable. Each chapter is laid out with simple and practical explanation, information and suggestions on the right hand page and screen shots and graphics illustrating this information on the left hand page. The approach puts practical information right in front of you both as an explanation as well as what you would see on the Web. The information provided is concise, free of jargon and with practical suggestions, and more importantly warnings, regarding how and how not to engage in using these social

[J · Rating 2 out of 5]

The introductions to all these social networking sites were extremely basic. Since this books is meant to be more than an introduction to social media, I was rather disappointed. How to engage social media for the purposes of marketing wasn't even the main focus of the book. It came across more as an afterthought. Doesn't help that this book is almost 5 years old.

Those who engage in social media even for private purposes will hardly learn anything new through this book. Engaging with social media will teach a lot more about the ins and outs of it than this book does. Due to the limited marketing spin involved, there's little extra value as well.

Personally, I think this book is only useful for those who don't engage with social media at all. Even then, it's probably more helpful to look for a book that has been published more recently. After all, most tech books are already outdated the moment they hit the shelves.

[Kristin · Rating 3 out of 5]

Good:

- I finally want to register for a Digg and a Reddit account, so thanks for the kick up the arse, book.
- It offers some interesting statistics, e.g. that people rather follow people without underscores or numbers in their Twitter account name.
- Mention of a few interesting tools here and there.

Not so Good:

- Introductory level, couldn't really teach me anything new (well, at least I can give it to work mates, they're going to be happy about the level of pre-knowledge they need for this)
- Interesting statistics are interesting but mostly extremly obvious if you know your way around Social Media already
- Sometimes, the books skips way too much from one sentence to another, e.g. "You have to work hard to keep viewers satisfied over the whole lenght of your video. Picture 5-5 shows an example of the options you have when uploading a video."

[Melody · Rating 3 out of 5]

This is a two-year-old tech book and thus is already somewhat out of date. Even so, reading it exhausted me. Social marketing seems like a chore to me, and an intrusive one at that. I'm on twitter and I follow some writers, most of whom have interesting things to say. I used to follow some other beaders, but like me, they would tweet such riveting things as "Made 2 inches of progress today, yay!" or "Made old pattern in new color, click to see!" and I'd have to rush off for a restorative coffee. So maybe social media is not one-size-fits-all. Or maybe I'm a Luddite. But the people I like best on the social media sites I frequent aren't pimping anything.

Either way, the book was quite interesting. Informative, opinionated and not so out of date that it doesn't make sense.

[Fredrik Nael · Rating 4 out of 5]

Buku ini sebenarnya cocok disebut "Social Media for Dummies".

Serius, buku ini adalah tutorial untuk memahami jejaring sosial yang belakangan ini menguasai waktu keseharian kita (Baca: saya, >_<').
Dilengkapi dengan penjelasan dasar-dasar penggunaan dan pemanfaatan media virtual, dan disertai pula dengan gambar-gambar (screenshots), buku ini benar-benar membantu sekali.

Saya selalu percaya bahwa jejaring sosial diciptakan untuk memasarkan produk (termasuk pribadi), dan buku ini mengkompilasi semuanya yang terkait dengan bentuk-bentuk pemasaran.
Asik. ^^

Satu-satunya protes saya adalah buat penerbit versi terjemahan.
Bisa-bisanya nama pengarang di bagian cover dan halaman cover sampai salah tulis begitu...? :\

[Katie · Rating 1 out of 5]

This book did not meet my expectations at all. It was very basic - in fact, it didn't teach me very much. The quote about learning more from reading this book than a month of research was deceptive. That being said, perhaps I went into the book with too much knowledge for the intended audience, so I'll give the benefit of the doubt.

On the other hand, there were several typos and editing errors throughout the book. Also, after page 216 the book repeated pages 175-192, leaving out part of a section on monitoring and metrics - the entire reason I ordered the book in the first place.

I don't blame Dan Zarrella. I would like to see higher quality productions from his publishing company though.

[Mel · Rating 3 out of 5]

I put this book only three stars because it's doesn't explain enough about the subject even for an introduction this not enough information to known the basic on the subject you feel the need to read more books about the subject to known the introduction, not enough example and the one use are old and not working with nowadays, not enough pictures, not enough resources that work most of the one in the book are old one that doesn't exist anymore. That why I put this book 3 not 4 stars its needs to be updated with new information.

[Adra Cole Benjamin · Rating 4 out of 5]

Pretty basic information -- good for people and companies just starting out who need to know some background information on the tools and channels that comprise social media.

The last couple of chapters (10 and 11) served me best. If you're already hands-on working in social media, this book is too basic for you. A good checks-and-balances one to read, but you may be better off picking up a more advanced book.

[Pedro Plassen Lopes · Rating 3 out of 5]

Good for someone that just arrived at the 'crime scene'. Gives a brief explanation what Facebook, Twitter et al are all about (weird to include Second Life in the pot), simple marketing tips for each (nothing that will blow-off your mind) and, in the end, some tips on how to calculate your ROI (I bet no one had the courage to use this seriously yet).

[Fanda Kutubuku · Rating 4 out of 5]

Untunglah buku ini gak terlalu tebal dan penjelasannya gak terlalu bertele-tele. Lumayan dapat tambahan wawasan + ilmu baru tanpa harus "mabuk" seperti biasa kalo baca buku non fiksi. Non fiksi pertama yg aku rampungkan tahun ini. Target 5 non fiksi setahun harus segera kukejar nih...

PS: Doakan menang lomba resensi di Serambi yah? Hehe....

[Blecy Ong · Rating 4 out of 5]

This is a high-quality book that I will be able to get back to continue reading and to follow effective ways to drive in additional business while not wasting my valuable time and resources. Everybody may gain advantage from this book. It absolutely was an extremely skilled content and an excellent delivery of the techniques and strategies for up your concentration focus in Social Media selling.

[Kevin · Rating 3 out of 5]

A nice easy to read introduction to social media marketing. Straightforward tips about what to do and how to approach the various networks and tools. Nothing particularly insightful but a useful overview.

[Patrick · Rating 4 out of 5]

Good how-to book for any PR manager tackling Social Media. I knew a lot of the stuff already, but am going to make a few managers read it so they can better understand what my office is trying to achieve.

[Nelly · Rating 2 out of 5]

Oke, mungkin buku ini telat masuknya ke indo or saya yg memang telat membacanya. Saya berharap mendapatkan strategi praktis sosial media marketing, nyatanya ini seperti buku panduan menggunakan atau mengaktifkan beberapa sosial media sehingga sedikit sekali hal baru yang saya dapatkan.

[Rahmad · Rating 2 out of 5]

A very beginners book on what is social media, types of social media, providers, and how to use them. Good introduction for people who are not familiar with them to get to know these services and give ideas on how to use them.

[Gordon Diver · Rating 4 out of 5]

Dan is incredibly knowledgable and illustrates effective ways to integrate social media into your marketing efforts. A great strength of Dan's is his understand of the science of social media and supports his work with hard numbers. A great resource.

[Simone · Rating 3 out of 5]

Un buon testo introduttivo al mondo dei social media. Una lettura veloce e sintetica che da' una visione d'insieme. Consigliato a chi parte da zero, sconsigliato a chi lavora nel settore: non dirà assolutamente nulla.

[Melissa · Rating 5 out of 5]

This is a great book to teach you the basics of social media

[Ben Haley · Rating 3 out of 5]

received a very nice review on slashdot, maybe useful to PERTS.

http://books.slashdot.org/story/10/01...

[Diamond Website Conversion]

Good overview of various types of social media.

[Julie · Rating 4 out of 5]

Lots of great basic info on the key social media sites. A great overview with some great tips and stats.

[C · Rating 5 out of 5]

Awesome, loved it. "Liked" him on FB to keep up with any advancements. Great book!

[Uwe Hauck · Rating 3 out of 5]

Eine gute Einführung ins Thema, wer sich aber schon in den sozialen Netzen bewegt, wird nicht viel neues finden.

[Elisa · Rating 3 out of 5]

This book is very basic. It is written for someone with absolutely no background in marketing or social media. A good book for that audience, but otherwise disappointing.

[Kristen · Rating 4 out of 5]

Decent information, worth a purchase for reference purposes. It's more for the novice social media marketer.

[Ursula · Rating 3 out of 5]

Very useful plus quick and easy to read.