Perspectives on Social Media Marketing - Softcover

Miletsky, Jason; Bough, B.; Agresta, Stephanie

Softcover

ISBN 10: 1435456521 ISBN 13: 9781435456525

Publisher: Cengage Learning PTR, 2010

Synopsis

PERSPECTIVES ON SOCIAL MEDIA MARKETING addresses 89 of the most compelling and important issues that marketers face on a regular basis when it comes to social media, providing advice and insight on how to deal with each issue from the perspective of two thought leaders in this arena: Stephanie Agresta from Porter Novelli and B. Bonin Bough from PepsiCo. Together, they discuss what social media is, how it has changed the marketing landscape, how to implement a tactical and strategic social media plan across your organization, how to best measure the ROI of a social media campaign, and more.

About this title

About the Authors

Jay Miletsky is CEO and executive creative director of Mango(formerly PFS Marketwyse), a leading marketing communications agency in the New York metro area. His marketing work has included successful consultation and campaigns for companies including Hershey's, AmerisourceBergen, Emerson Electric, JVC, The Michael C. Fina Company, and more. Miletsky is a featured speaker for numerous companies and seminars as well as a guest lecturer for universities. He is the author of 10 books, including Perspectives on Marketing and Perspectives on Branding, and he blogs regularly at jaymiletsky.com and getperspectives.com. You can follow him on Twitter at http://twitter.com/jaymiletsky.

B. Bonin Bough is the Global Director of Digital and Social Media at PepsiCo. In this role, he oversees digital strategy and the implementation of social media tools and techniques across the company. Bough has been instrumental in integrating social media and the online conversation" into PepsiCo's overall brand vision, engaging online consumers, and tracking behavior and trends that the brand can leverage successfully. Previously, Bough was the Executive Vice President and Director of Weber Shandwick's global interactive, social, and emerging media practice, leading strategic programming for the agency's top clients, including MasterCard, Federation of Colombian Coffee Growers, BestBuy, Electrolux, Ambien, MAC Aids Fund, and Honeywell. Prior to this, Bough was a founding member and Senior Vice President at Ruder Finn Interactive (RFI) and ran the interactive strategy unit for eight years. Bough's achievements in the world of interactive marketing have won him numerous awards, including a Webby, Stevie, Golden Pencil, Sabre, Big Apple, Com Arts, and SXSW Viewers Choice for MrPicassoHead.com."

Stephanie Agresta has been a force in the online marketing industry for nearly 15 years. An expert in social media, affiliate program management, and Web2.0 strategies, she is a sought-after speaker at industry events. Her mission is to connect people, ideas, products, and services using digital technology in new and inventive ways. Agresta started her career with iVillage, a women-focused web destination and one of the first websites to build community online. She went on to hold prominent sales, marketing and business development roles with Internet powerhouses such as Barnes & Noble.com, Register.com and SpaFinder. With Commerce360, a search marketing firm funded by First Round Capital, she launched an Affiliate Marketing Division and served on a management team alongside nationally recognized technology executives. She's currently Global Director of Digital Strategy and Social Media at Porter Novelli, a leading PR firm.

Edition details

• Publisher: Cengage Learning PTR
• Publication date: 2010
• Language: English
• ISBN 10: 1435456521
• ISBN 13: 9781435456525
• Binding: Paperback
• Number of pages: 304