60 heads are better than one!
About Damian Ryan
Acknowledgements

01 Getting started - how to create a compelling social media programme
Welcome to the digital crossroads!
Danielle Ryan, digital channel and conversion manager, Ryanair
Defining your target market
Defining your objectives
Richard Costa-D'sa, managing director and partner, Jam
Placing your social programme within the broader business context
Auditing (what's our social impact to date?)
Creating a plan (understanding your social levers)
Ownership (who gets the reins?)
Buy-in (who is going to support you?)
Jemima Gibbons, social media strategist, writer and blogger
Your listening post
Working the data
Patience is a virtue
Setting your goals
The strategic game plan
Chapter conclusions
Case study: Topman/Google

02 Rules governing the relationship between search and social
The new world of the three S's
Joseph Morgan, director of strategy, Matter Of Form, The Brand Interactions Agency™
Elaine Lindsay, international speaker and media consultant
Chapter conclusions
Case study: Young and Well Co-operative Research Centre/Zuni
Case study: Crabtree & Evelyn/Über
Case study: James McCabe/Hit Social

03 How to budget for social media activities
So where is the spend really going to get us?
Laurent François, executive creative strategist and co-founder, Re-Up
Splitting the different lines of tasks
Team
Advertising
Splitting the different lines of activities
Trina Albus, president, Magenta
Building a strong team
Choosing the right tools
How much should I spend on tools?
Creating a clear paid strategy
Ema Linaker, head of Social Centre of Excellence (MENA), Leo Burnett/Holler
Have purpose
Be human
Pass the 'why care, why share?' test
Make the experience social
Integration
Pay attention
Chapter conclusions
Case study: Expedia/[a•mo•bee]
Case study: HomeServe/Reevoo

04 Setting KPIs and measuring success
Making it all count!
Magnus Jern, Golden Gekko
Setting KPIs
Tools to measure success
Using analytics data to further improve the service and ROI
Adolfo Aladro García, chief operating officer, ADTZ, Madrid
Applause and engagement
Social metrics
Conor Lynch and Ivan Adriel, Connector
Listen carefully: your consumers are talking about you online
10 benefits of social media monitoring
Social media monitoring process
The metrics for monitoring social networks
Choosing digital listening tools
Conclusion
Alpesh Doshi, CEO, Fintricity
Digital marketing
Data, central to the new marketing model
Leaders in using data
Chapter conclusions
Case study: Goody Good Stuff/Shoutlet
Case study: Facebook Audience Insights for MENA/Red Blue Blur Ideas
Case study: Positive Power Sp. z o.o./MusclePro

05 Understanding social media ROI - what matters and what doesn't
Please give me clarity!
Ana Jesus, EMEA marketing manager, Shoutlet
What matters
What does not matter
Ema Linaker, Holler/Leo Burnett
From social media metrics to social media engagement
James Eder, founder and head of new business, The Beans Group
Know your audience
Be authentic
Be social by design
Jenna Hanington and Molly Hoffmeister, Salesforce
Goal 1: increase follower engagement
Goal 2: increase brand awareness
Goal 3: prove social media ROI
Mark Walker, content marketing and social media manager, Eventbrite
Distribution
Engagement
Sales
Investment
Conclusion
Kieran Kent, managing director, Propeller PR
Setting social media goals
B2B success stories
Bake social into the rhythm of your business
Put in place an editorial strategy that makes sense for your brand
Develop a different approach for each platform
Conclusion
Chapter conclusions
Case study: Quantcast/Tweeting to the right audience
Case study: Remington SE/Shoutlet

06 Why social media is central to customer experience
The customer is always right, right?
Marc Duke, consultant specializing in B2B marketing
Isabelle Quevilly, independent digital strategy director
Neil Witten, chief technology officer, founder and product owner, StoryStream
Ellie Mirman, director of marketing, HubSpot
Thirty terrible pieces of social media advice to ignore
Paul Handley, CEO, Hit Social Media
Obtaining maximum page-like increase on Facebook
Omaid Hiwaizi, chief strategy officer (UK) and Adrian Nicholls, head of digital (UK), Geometry Global
Embracing the power of social influence on purchase
Brands are already embracing opportunities to drive sales through social influence
Conclusion and takeouts
Peter Simpson, CMO and strategic alliances strategist
Social media: adding trust to online shopping
Positioning your brand for social media success
Ratings and reviews
Social media is here to stay
Chapter conclusions
Case study: The Environment Agency/Sentiment tool, Dam Digital
Case study: Mountain Hardwear/purechannelapps™
Case study: Argos/Dam Digital

07 How to build a social media team - how to pick the right suppliers
Hired or fired?
Lee Wilson, campaign delivery manager, Red Rocket Media
Why do you want social media? What are your objectives?
All social media agencies are the same - so it's all about price?
Mazher Abidi, head of social media, Initiative MENA
Social media employees are still employees
Social media users are not social media marketers
Erudite and creative
Concluding remarks
Chapter conclusions
Case study: El Armario de la Tele/ADTZ

08 Understanding the relationship between online PR and social media
How social media has turned traditional PR on its head...
Jack Cooper, Vertical Leap Digital/Red Rocket Media
So, what type of PR is available through social media?
Social media has enabled cost-effective discovery
There is an era of fierce competition
Be direct, be efficient and use the power of the hashtag
Integration - using social media as a part of your PR strategy
Social media PR can go wrong
Quality content is key
Measuring the accountability of social PR
Jim Dowling, managing partner, Cake
Be intelligent
Make sure you have a great idea
Get people to see it
Make sure it worked
Laura Crimmons, Branded3
Journalists' use of social media
Positioning social media in your business environment
Mathew Sweezey, Salesforce
Real-time bidding
Precision content and targeting
Ithamar Sorek, Glow Media
How does native advertising fill the gap between brand publishing and banner advertising?
Chapter conclusions
Case study: Proficient City/Glow Digital Media
Case study: Direct Blinds/Shackleton PR

09 The future for social media and the vastly changing landscape
The future is speeding towards us: are you ready to take the next leap?
Anil Nair, CEO and managing partner, Digital L&K/Saatchi & Saatchi
Social content management: curation and social bookmarking
Decentralization of power
Behavioural shifts
Be guerilla
Fission and fusion
Wall meltdown
Jason Mander, head of trends, GlobalWebIndex
Fast-growth markets
Lauren Friedman, head of social business enablement, Adobe
Infuse social media into every aspect of the way you do business
Enable, empower and educate your employees to be social on behalf of your brand
Be where your customers are... on their phones
Targeting - getting it right
Paul Armstrong, FORTH/WITH
The future is still TBD
But isn't mobile the future of social?
Dark social will lighten up
People will refocus on the realities of social
Distribution will become a staple part of all strategies in the future
So that leaves us with?
Simon Kingsnorth, digital marketing director
The growth of mobile
The growth of video
The growth in location-based technology
Non-Western-based social media
Social media - not just a channel for youth
The new face of customer service
Forecasting further ahead
Mike Berry, Mike Berry Associates
Social media will not be 'un-invented'
But the 'usual suspects' may well change
Social media will be increasingly enabled/facilitated by technological advances
Social listening will become increasingly sophisticated
Brands will increasingly get their act together
Chapter conclusions
Case study: BNP Paribas/Tweet & Shoot

10 Risk assessment and risk management in social media
Play safe to stay in control...
Tom Chapman, content specialist, Red Rocket Media
How is social media dangerous?
Create a social media risk assessment
How FedEx handled a social media crisis
What can we learn from FedEx?
Do not fear social media
References
Chapter conclusions
Case study: eBay/[a•mo•bee]

Contributors' biographies
Case study index of suppliers
Index