Part I Understanding Social Media Marketing

Chapter 1 Social Media Marketing: Introduction to Key Concepts

1.1 Social Media Marketing Basics

1.1.1 Social Media: Tracing the Evolution of Social Web

1.1.2 Social Media Classification: Key Theories

1.1.3 Evolution of Social Media Marketing



1.2 Social Media: The Interactive Component of Marketing

1.2.1 Marketing Landscape Shifts from Passive to Interactive

1.2.2 From Transactional to Relationship to Social Media Marketing

1.2.3 Building Blocks of Social Media



1.3 Word-of-Mouth (WOM): How Influence Models Work

1.3.1 Evolution of Word-of-Mouth (WOM) Theory

1.3.2 Social Media Communication Strategies

1.3.3 The Rise of Influencer Marketing

1.3.4 Online Social Influence Model



1.4 Social Media Components, Applications and Benefits

1.4.1 Social Media Components Classification

1.4.2 Social Media Business Applications

1.4.3 Benefits of Social Media Marketing



Chapter 2 Social Media Marketing: Understanding the Social Landscape

2.1 Social Media Marketing: Key Touchpoints

2.1.1 Marketer−Consumer−Influencer (MCI) Social Engagement Model

2.1.2 Understanding Social Feedback Concept

2.1.3 MCI Model: Social Feedback Cycle



2.2 Establishing Social Media Marketing Ecosystem

2.2.1 Understanding Key Social Media Actors

2.2.2 Introducing @SocialLandscape Model



2.3 Social Media Applications: Driving Business Changes

2.3.1 Brand @Social: Understanding Brand Specific Social Applications

2.3.2 Marketer @Social: Elaborating Marketer Driven Social Applications

2.3.3 Platform @Social: Understanding Platforms as Social Media Actor

2.3.4 Consumer @Social: Elaborating Consumer Driven Social Applications

2.3.5 Influencer @Social: Mapping Influencer Driven Social Applications

Part II Executing Social Media Marketing

Chapter 3 A Framework-Driven Approach to Social Media Marketing

3.1 Key Social Media Approaches: Individuals, Corporates and Brands

3.1.1 Understanding Major Segments and Their Social Media Needs

3.1.2 The Individual: Social Media as Means of Identity

3.1.3 The Corporate: Establishing a Firm’s Social Media Charter

3.1.4 The Brand: Social Media as a Digital Marketing Channel



3.2 Introduction to SOCIAL Media Marketing Framework

3.2.1 Establishing the Need for SOCIAL Media Marketing Framework

3.2.2 SOCIAL Media Marketing Framework: An Understanding



3.3 Social Framework: Key Deployment Stages

3.3.1 Understanding Social Media Marketing Framework Stages

3.3.2 Stage 1: The SCAN Stage

3.3.3 Stage 2: The OBJECTIVE Stage

3.3.4 Stage 3: The CAMPAIGN Stage

3.3.5 Stage 4: The IMPLEMENT Stage

3.3.6 Stage 5: The ANALYZE Stage

3.3.7 Stage 6: The LEVERAGE Stage



Chapter 4 Social Media Marketing: Platforms and Execution

4.1 Social Media Platform Deployment: Key Categories



4.2 Platform Deep Dive: Social Networking Platforms

4.2.1 Facebook (The Game-Changer which is still holding on)

4.2.2 LinkedIn (Hitting the Sweet-Spot for B2B Marketing)

4.2.3 Google+ (Still Prominent across Indian Marketing Landscape)



4.3 Platform Deep Dive: Microblogging/Blogging Platforms

4.3.1 Twitter (Beyond the 140 Characters)

4.3.2 Blogging Platforms (WordPress, Blogger, Tumblr, Medium, LiveJournal)



4.4 Platform Deep Dive: Content-Sharing Platforms

4.4.1 YouTube (Video Generates the Maximum Stars)

4.4.2 Instagram (Most Promising Kid on the Social Block)

4.4.3 Other Content-Sharing Platforms (Pinterest, Snapchat, SlideShare)



4.5 Extended Social Media Platform Categories

4.5.1 Messaging Platforms (WhatsApp, Facebook Messenger, Hike)

4.5.2 Enterprise Collaboration Platforms (Skype, Yammer)

4.5.3 Question and Answer Platform Q&A (Quora)

Part III Social Media Marketing: The Road Ahead

Chapter 5 Social Media Marketing: Emerging Landscape and Trends

5.1 Social Media Marketing: Global and Indian Landscape

5.1.1 Social Media Marketing: Global Landscape

5.1.2 Social Media Marketing: Indian Landscape



5.2 Emerging Social Media Trends



5.3 Impact of Technology on Social Media Marketing

Part IV Understanding Mobile Marketing

Chapter 6 Mobile Marketing: Introduction to Key Concepts

6.1 Mobile Marketing Basics

6.1.1 The Emergence of Mobile Marketing

6.1.2 Classifications of Mobile Marketing

6.1.3 Elements of Mobile Marketing



6.2 Evolution of Mobile Marketing

6.2.1 Mobile Marketing Timeline Chart

6.2.2 Mobile Network Technology: From 1G to 5G

6.2.3 Mobile Devices and Browsers



6.3 The Mobile Ecosystem: An Understanding

6.3.1 Evolution of Mobile Applications: From WAP to App Stores

6.3.2 The Integrated Mobile Ecosystem

6.3.3 Mobile Marketing: Benefits and Challenges

Chapter 7 Mobile Marketing: Understanding the Mobile Landscape

7.1 Mapping the Mobile Consumer

7.1.1 Mobile Service Consumption Classification

7.1.2 Mobile Service Classification Pyramid

7.1.3 Mobile Consumer Decision Journey



7.2 Mobile Value Chain and Key Stakeholders

7.2.1 Understanding the Mobile Value Chain

7.2.2 Mobile Value Chain: Key Stages

7.2.3 Mapping Key Mobile Stakeholders



7.3 Mobile Marketer−Consumer Interaction Model

7.3.1 Introducing @MobileLandscape Model

7.3.2 @MobileLandscape Model: Actors and Actions

Part V Executing Mobile Marketing

Chapter 8 Mobile Marketing: Deploying the MOBILE Framework

8.1 Introduction to MOBILE Marketing Framework

8.1.1 Establishing the Need for MOBILE Marketing Framework

8.1.2 MOBILE Marketing Framework: An Understanding



8.2 MOBILE Framework: Key Deployment Stages

8.2.1 Stage 1: The MOBILIZE Stage

8.2.2 Stage 2: The OBJECTIVE Stage

8.2.3 Stage 3: The BUILD Stage

8.2.4 Stage 4: The IMPLEMENT Stage

8.2.5 Stage 5: The LOCALIZE Stage

8.2.6 Stage 6: The ENGAGE Stage



Chapter 9 Mobile Marketing: Key Execution Elements

9.1 Mobile Marketing: Establishing Presence

9.1.1 Establishing Mobile Web Presence

9.1.2 Deploying Mobile Applications

9.1.3 Optimizing Mobile Web/Applications



9.2 Mobile Marketing: Extending Presence

9.2.1 Executing Mobile Advertising

9.2.2 Extending Social Presence

9.2.3 Optimizing Email Marketing



9.3 Mobile Marketing: Partner Execution

9.3.1 Mobile Broadcast Execution

9.3.2 Mobile Narrowcast Execution

9.3.3 Mobile Location Marketing

Part VI Mobile Marketing: The Road Ahead

Chapter 10 Mobile Marketing: Emerging Landscape and Trends

10.1 Mobile Marketing: Global and Indian Landscape

10.1.1 Mobile Marketing: Global Landscape

10.1.2 Mobile Marketing: Indian Landscape



10.2 Emerging Mobile Marketing Trends

Part VII Social Media and Mobile Marketing Careers

Chapter 11 Building a Career in Social Media and Mobile Marketing

11.1 Emerging Career Opportunities in Social Media Marketing

11.1.1 Building a Social Media Marketing Career



11.2 Emerging Career Opportunities in Mobile Marketing

11.2.1 Building a Mobile Marketing Career



Summary

Social media and Mobile marketing exemplify two extreme pivots of any human behaviour. While the first marketing form (social media) establishes the desire of an individual to connect to the largest (like-minded) human audience possible, the second form (mobile marketing) reflects that person’s inner-most need to view the world through a most personalized and private lens.


Social Media and Mobile Marketing (SMMM) is a 2-in-1 volume that aims to establish key concepts and underlying frameworks for the two most important and emerging digital marketing application areas: social media and mobile marketing. The first part of the textbook develops the basics of social media marketing outlining key social media actors and actions. SMMM establishes an easy to follow SOCIAL Media Marketing Framework to showcase the six key stages of social media platform implementations. The second part of the book outlines the evolution of mobile marketing and how marketers can establish and extend influence from web to mobile platform through a structured MOBILE Media Marketing Framework.