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 Popovi, 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.
| Foreword | On Creating Engagement |
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| About the Author | Context for Perspective |
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Chapter One Origins of Satellite Marketing |
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Where Satellites Come From |
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Chapter Two The Evolution of Marketing |
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4 P's, 7 P's, 8 P's - More |
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A Consumer-Oriented Model |
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The Evolution of Marketing Communications |
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The Use of Technology in Marketing Communications |
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From Analog to Digital Enter the Internet |
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Integrated Marketing Communications The Reality of Marketing |
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Mass Communication Creates Mass Marketing Opportunities |
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Chapter Three Defining Social Media |
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The People Using Social Media Social Media Is Media |
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Chapter Four 17 Reasons You Should Not Use Social Media for Your Business |
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Your Audience Isn't There |
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Social Media Doesn't Work for Every Business |
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There Are Easier Ways to Get in Front of Your Audience |
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Chapter Five The Satellite Marketing Process |
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Step 2 Understanding the Audience - |
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Demographics Psychographics |
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The Formulation of Strategy Measuring Success |
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How Business Creates Strategy Exercise |
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Step 4 Selecting Social Media |
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Matching Media to the Audience |
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Developing a Social Media Platform |
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Building A Personnel Profile |
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Social Media Policy and Guidelines |
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Profile Development Cheat Sheet |
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Step 5 Communications Planning |
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Building a Model Based on Goals |
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Integrated Marketing Communications |
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Step 6 Building Engagement |
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Seven Types of Social Media Users |
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From Audience to Community |
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Monitor and Manage Exercise |
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Step 7 Measuring Performance |
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Measuring Collaborative Goals |
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Chapter Six Business-to-Consumer Case Story: Stylin Online |
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Chapter Seven Business-to-Business Case Story: Bokwa Fitness |
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Chapter Eight Non-Profit Case Story: Alliance Healthcare Foundation |
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| Epilogue |
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| Glossary |
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| Index |
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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, 100s of Lessons .In 2010, Popovi? was ranked #43 in Fast Companys 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.
