The Micro MBA Key Features Complete this book to earn an exclusive certificate in Digital Campaign Design and Social Media Marketing Prepare for Social Media Certification from Facebook, Twitter and more Digital Marketing Career Guide Included Free Resume templates 45 Digitally Interactive Chapters 20+ Case Studies 160+ Chapter-wise Interview Questions Become Job ready in 4-weeks ! Description Before you invest your time in this book, you should find the answers to the following questions; How can this book help you get a job? Why not study online? Why this book? Social Media Marketing and Digital Branding are one of the top 15 in-demand skills for getting a job in 2019-20, along with Content Marketing and Influencer Marketing. A complete module is dedicated to getting you a job. In this book, youll get a Career Guide for Digital Marketing Jobs, CV templates, Chapter-Wise Interview Questions, and a Guide on Personal Branding for getting better jobs. Completing this book will get you an exclusive certificate in Digital Campaign Design and will prepare you to directly appear for Facebook, Twitter, Hootsuite and HubSpot certifications. While most online course and blogs concentrate on quick tips to use digital tools and platforms. What will you learn Book has 45 easy to grasp chapters grouped into 13 interactive modules dedicated to teaching you the step by step process of using digital platforms to develop successful marketing campaigns using effective advertising strategies based on consumer behaviour, segmentation, positioning, brand management, and the customer lifecycle. Live link case studies and process guides have been included for a hands-on learning experience. Who this book is for You could be a student, a fresh graduate, or a working professional with any educational background and you will be able to start your career in digital marketing with the help of this book. Table of Contents Social Media Marketing for Each Step of the Digital Customers Life Cycle The Digital Customer Life Cycle Phases and Stages of the Customer Experience Funnel Digital Ads (Part 1) Programmatic and Real Time Digital Ad Buying (How Digital Ads Work) Programmatic Bidding for ADS on Facebook Setting up A Facebook & Instagram Ad Campaign Facebook Ad Types Creating Facebook Ads Creative and Copy Ad Reporting and Optimization Segmentation Convectional Segmentation Segmenting Audience with Facebook Remarketing with Facebooks Custom Audience Digital Behavioral Segmentation Using Custom Audience Creating Buyer Personas Digital Value and Marketing Message Unique Digital Value Proposition Perceived Benefits, Hassel Factor, and Means End Theory for Crafting A Marketing Message Designing a Unique Digital Value Proposition Digital Media and Engagement Paid, Earned, and Owned Media Social Media Engagement Content Marketing for Social Engagement and Story Telling Content Marketing User-Generated Content Transmedia Storytelling Digital Influence Driven Marketing Digital Influence Influencer Marketing UI, UX, CX, and BX for Digital Marketing Understanding UI, UX, CX and BX CX and UX for Social Media Digital Brand Experience and Management Digital Branding Brand Promotors and Detractors Social Listening, Selling, Care, and Crisis Social Listening Social Selling Social Media for Customer Service, Support, and Delight Setting Up Social Customer Care Managing a Social Media Crisis Agile Testing for Social Media A/B Testing A/B Testing Facebook Ad Campaigns Digital Ads (Part 2) Linkedin Ad Campaigns Instagram Story Ads Snapchat Ads Twitter Ads Advertising on Pinterest, Quora, and Reddit GDPR, Budgeting, and Behavioral Psychology Digital Career Guide A Repository of Campaign Case Studies Job Guide Resume Tips and Linkedin for Jobs Chapter-wise Interview Questions Certifications. About the Author Ankit Srivastava is a certified Digital Marketer, a Digital Branding and Social Selling Trainer, a TEDx speaker and works as a Digital Growth Strategist.

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Spis treści

Social Media Marketing & Branding eBook -- spis treści

• Cover
• Social Media Marketing & Branding
• Copyright
• Preface
• Acknowledgements
• Introduction - The Social Consumer
• Contents
• Module 1: Social Media Marketing for Each Step of the Digital Customers Life Cycle
  • Chapter 1: The Digital Customer Life Cycle
    • Pre-Digital Marketing/Sales Funnel
    • Re-Engineering the Funnel
    • The Customer Experience Funnel
    • Conclusion
  • Chapter 2: Phases and Stages of the Customer Experience Funnel
    • TOFU (Top of the Funnel) Pre-Purchase Phase
    • Awareness Stage: Generating Brand Engagement
    • Education Stage: Identifying the Problem
    • MOFU (Middle of the Funnel): Purchase Consideration Phase
    • BOFU (Bottom of the Funnel): The Purchase Action Phase
    • BYFU (Beyond the funnel): Post-Purchase Stages
    • POFU (Parallel of the Funnel) Phase
    • Optimizing the Customer Experience Funnel
    • Conclusion
  • Module 2: Digital Ads (Part 1)
  • Chapter 3: Programmatic and Real Time Digital Ad Buying (How Digital Ads Work)
    • Programmatic Advertising
    • Real Time Buying
    • Understanding DSP, SSP, DMP, Ad Network, ATDs, and Ad Exchange
    • Universally Unique Identifier (UUID)
    • Agency Trading Desk
    • Bringing it all together
  • Chapter 4 : Programmatic Bidding for ADS on Facebook
    • Bidding on Facebook
    • Factors Affecting Ad Placement
    • Metrics Related to the Relevance Score
    • Estimated Action Rates
    • Facebook Ad Bidding Principles
    • CPM (M here Stands for the Roman letter for Thousand)
    • CPC - Bidding on Impressions
    • CTR Optimizing Clicks
    • CPA - Bidding on Conversions
    • Advanced Bidding
    • Facebook has two scheduling options
    • The Bidding Strategies
    • How to Set a Bid Cap
    • Target Cost Bid Strategy
    • What is a Conversion Window?
    • Setting a Target Cost
    • Choosing a Bid Strategy
    • Delivery Types
    • Optimizations for Ad Delivery
    • Optimization Versus Cost
    • Conclusion: What about CPM, CPC, and CPA?
    • References
  • Chapter 5 : Setting up A Facebook & Instagram Ad Campaign
    • Facebook Profile, Pages, and Tools
    • Ad Management Tool
    • Navigating and Using the Ads Manager
    • The set-up
    • The Ad Account
    • Ad Creation Stages
    • Selecting the Campaign Objective
    • Lead Generation
    • Conversion
    • Conversion Objective
    • Product Catalog Sales
    • Store Visits
    • Assigning Credentials to a Campaign
    • Setting Up the Audience Targeting
    • Setting Up the Ad Placement
    • How to Select Facebook Ad Placements
    • Next Steps
  • Chapter 6 : Facebook Ad Types
    • Ad Types
    • Brand Awareness
    • Local Awareness
    • Video Views
    • Next step
    • References
  • Chapter 7 : Creating Facebook Ads Creative and Copy
    • Ad Performance and Creatives
    • Setting up Facebook Ad Creatives
    • Facebook Ad Design Best Practices
    • The Ad Copy
    • How to Set Up Facebook Ad Copy
    • Placing an Order
  • Chapter 8: Ad Reporting and Optimization
    • Ad Reporting using the Ads Manager
    • Managing Ad Report Columns
    • Advanced Reporting with Campaign Breakdown
    • Saving and Automating Campaign Reports
    • Conclusion
    • References
  • Module 3: Segmentation
  • Chapter 9 : Convectional Segmentation
    • Why is Market Segmentation Important for Marketers?
    • Criteria for Evaluating Market Segments
    • Audience Segmentation Types
    • Conclusion
  • Chapter 10 : Segmenting Audience with Facebook
    • Understanding the Facebook Audience Insights
    • How to Get Started with Defining a Seed Audience?
    • Geographic Segmentation
    • Demographics Using Audience Insights
    • Psychographic Segmentation using Audience Insights
    • Benefit Sought Segmentation Using Insights
    • Understanding and Utilizing the Insight Data
    • Demographics Tab (Corresponding to this Segmentation)
    • New Audience (top right corner of the screen)
    • Page Categories and Likes
    • The difference Between Relevance and Affinity in the Facebook Ad Manager
    • The Location Data Tab
    • The Activity Data Tab
    • How to Apply and Test Your Insights
  • Chapter 11 : Remarketing with Facebooks Custom Audience
    • How to Run a Facebook Remarketing Campaign
    • Extracting the Pixel Code
    • Remarketing Website Visits on Facebook
    • Remarketing Social Engagements (Facebook and Instagram)
    • Video Engagement
    • Lead Form Engagement
    • Facebook Lookalike Audiences
    • Conclusion
    • References
  • Chapter 12 : Digital Behavioral Segmentation Using Custom Audience
    • Customer Files
    • Custom Audience Segmentation
    • Segmenting Your Customer Base
    • Conclusion
    • References
  • Chapter 13 : Creating Buyer Personas
    • Defining the Buyer Persona
    • Buyer Personas for Marketing
    • Creating Buyer Personas
    • Identify Target Customer Groups
    • Conducting Research
    • How to Use Your Buyer Personas
    • Tracking and Managing the Personas
    • Using Buyer Personas to Optimize Marketing Campaigns
    • Conclusion
    • References
  • Module 4: Digital Value and Marketing Message
  • Chapter 14 : Unique Digital Value Proposition
    • Unique Selling Point/Proposition (Conative Association)
    • Positioning (Cognitive association)
    • Unique (Digital) Value Proposition
    • Conclusion
    • References
  • Chapter 15 : Perceived Benefits, Hassel Factor, and Means End Theory for Crafting A Marketing Message
    • The Hassle Factor Theory
    • The Concept of Value
    • Means-End Theory
    • Snickers Building a Brand Message Using the Means-End Theory Approach
    • Measure of Effectiveness
    • Conclusion
    • References
  • Chapter 16 : Designing a Unique Digital Value Proposition
    • Guidelines to Create a Unique Value Proposition
    • Properties of a Unique Value Proposition
    • The Composition of a Unique Value Proposition
    • What Makes a Good Unique Value Proposition (Marketing) Message?
    • Case studies
    • Uber
    • Apple, the iPhone
    • Unbounce
    • Slack
    • CrazyEgg
    • Conclusion
    • References
  • Module 5: Digital Media and Engagement
  • Chapter 17 : Paid, Earned, and Owned Media
    • Understanding Digital Media
    • Understanding Owned, Paid and Earned Media
    • Paid Media (Programmatic Advertising)
    • Owned Media
    • Earned Media (Organic Advertising)
    • Credibility and Control of Media
    • Transmedia Marketing (Converged-Media)
    • Here is an Example of How a Transmedia Marketing Campaign Would Look Like
    • Conclusion
  • Chapter 18 : Social Media Engagement
    • Types of Engagement
    • Conclusion
  • Module 6: Content Marketing for Social Engagement and Story Telling
  • Chapter 19 : Content Marketing
    • Digital Content
    • Content Strategy and Content Marketing
    • Content Marketing for all the Phases of the Customer Experience Funnel
    • Content for Top of The Funnel Discovery Phase
    • Mini Case Study: Go Pro
    • Content for Middle of The Funnel Consideration Phase
    • Mini Case Study: Cadbury
    • Content for Bottom of The Funnel Conversion Phase
    • Case Example: Amazon
    • Content for The Beyond the Funnel Phase Retention Phase
    • Case Example: Boden
    • Setting up a Content Marketing Campaign
    • Steps for Conducting a Content Audit
    • Conclusion
    • Tangible Benefits
    • Intangible Benefits
    • A Caution to the Inertia of Content-Driven Marketing
  • Chapter 20 : User-Generated Content
    • Understating a UGC Campaign
    • Factors that Create a Sense of Community
    • The ROI of UGC
    • Steps to set up a UGC Campaign
    • The Communitys influence on UGC Success
    • Conclusion
  • Chapter 21 : Transmedia Storytelling
    • Transmedia Storytelling
    • Elements of Transmedia Storytelling
    • The Transmedia Production
    • Conclusion
  • Module 7: Digital Influence Driven Marketing
  • Chapter 22 : Digital Influence
    • Understanding Digital Influence Using Cialdinis 6 Concepts of Influence
    • The Reverse Granfalloon
    • Conclusion
  • Chapter 23 : Influencer Marketing
    • Who is an Influencer?
    • Difference Between Word of Mouth Marketing and Influencer Marketing
    • The Influencer Identification Sheet
    • Planning an Influencer Marketing Campaign
    • Types of Influencer Campaign
    • Setting KPIs
    • Standard KPIs for Influencer Marketing campaigns
    • The Prep Work
    • Measuring Engagement
    • Factors That Average the Effect of Influence
    • How Does this Affect a Marketing Strategy?
    • Micro-Influencers
    • Common Content Formats for Partnering with Influencers
    • The Volatile Growth of Influencers
    • This is Where the Effect of Influence Comes into Play
  • Module 8: UI, UX, CX, and BX for Digital Marketing
  • Chapter 24 : Understanding UI, UX, CX and BX
    • Human Centered Design
    • Service Design
    • Conclusion
  • Chapter 25 : CX and UX for Social Media
    • Point of Interaction Between CX and UX
    • Bad User Experience But Good Consumer Experience
    • UX optimized Social Media
    • Conclusion
    • References
  • Module 9: Digital Brand Experience and Management
  • Chapter 26 : Digital Branding
    • Brand Experience
    • Digital Branding
    • Digital Marketing and Digital Branding
    • Brand Management
    • What is a Brand?
    • Digital Marketing Ads and Branding
    • Kellers Brand Equity Model
    • Brand Identity
    • Brand Meaning
    • Brand Responses
    • Customer Judgments
    • Consumer Feelings
    • Brand Relationships
    • Brand Management - Equity
    • Brand Decay
    • What Causes Brand Decay?
    • Conclusion
  • Chapter 27 : Brand Promotors and Detractors
    • Customer Types, How to Find them, and How they Influence a Brand
    • Finding Loyal Customers
    • Finding Brand Advocates
    • Finding Brand Detractors
    • Separating Detractors and Unsatisfied Customers
    • Setting Up A Social Media Advocacy Strategy
    • Social Media Advocacy Best Practices
    • Conclusion
  • Module 10: Social Listening, Selling, Care, and Crisis
  • Chapter 28 : Social Listening
    • Brand Management
    • Content Marketing
    • Marketing Campaigns
    • Customer Experience
    • Product Design (& Products Value Proposition)
    • Reputation/Crisis Management
    • Brand Advocacy
    • Social selling
    • Influencer Marketing
    • Social Listening using Mention
    • Setting up Keywords for Social Listening
    • Choosing the Keywords
    • Hootsuite
    • Social Mention
    • Conclusion
  • Chapter 29 : Social Selling
    • Advantages of Social Selling
    • Getting Started with Social Selling
    • Twitter
    • Facebook/Instagram
    • LinkedIn
    • Conclusion
  • Chapter 30 : Social Media for Customer Service, Support, and Delight
    • Social Media Customer Service Best Practices
    • Real-time Marketing
    • Samsung: The Fire Breathing Dragon Sketch
    • Mortons: Airport Delivery
    • JetBlue: Feeling the Customers Pain
    • Skyscanner (Air Ticket Search Engine/Aggregator)
    • Social Care for Social Selling
    • References
  • Chapter 31 : Setting Up Social Customer Care
    • Set Up Dedicated Social Handle for Customer Support
    • Set Up a Dedicated Team
    • Establish Social Support Protocols
    • Measure Performance
    • Native Customer Support Tools on Social Media
    • Facebook
    • Customer Feedback (Twitter)
    • Conclusion
    • References
  • Chapter 32 : Managing a Social Media Crisis
  • Module 11: Agile Testing for Social Media
  • Chapter 33 : A/B Testing
    • A/B Testing with Social Media
    • Deciding Metrics
    • Social Media Elements that can be A/B Tested
    • Headline and Description in Link Preview
    • Call to Action
    • Use of Image or Video
    • Ad Format
    • Conclusion
  • Chapter 34: A/B Testing Facebook Ad Campaigns
    • Structure of a Facebook Ad Campaign
    • Testing Process
    • Prioritizing A/B Tests
    • Separating Ad Sets and Ads
    • Choosing the Right Metric
    • When to Stop an A/B Test
    • Testing Facebook Ads Using the Split Testing Method
    • Split Options
    • Conclusion
  • Module 12: Digital Ads (Part 2)
  • Chapter 35: Linkedin Ad Campaigns
    • Custom Audience
    • Conclusion
  • Chapter 36: Instagram Story Ads
    • What is an Instagram Story Ad?
    • Creating Instagram Story Ads
    • Under the Creative (Ad Format Section) You can Choose
    • Facebook Canvas Ads + IG Stories
    • Instagram Story Ad Best Practices
    • Conclusion, A Caution to The Wastage of Digital Real Estate
  • Chapter 37 : Snapchat Ads
    • Snapchat Ad Manager
    • Creating Snapchat Ads
    • Budget and Goals
    • Schedule
    • Uploading or Creating the Content
    • Conclusion
    • References
  • Chapter 38 : Twitter Ads
    • Setting up a Twitter Ad Campaign
    • Promoted Tweets and Twitter Cards
    • Audience Targeting for Twitter Ads
    • Twitter Tailored Audiences
    • Twitter Video Ads
    • Conclusion
  • Chapter 39 : Advertising on Pinterest, Quora, and Reddit
    • Gen 2 Social Media Platforms
    • Pinterest
    • Quora
    • Reddit
    • Conclusion
  • Chapter 40 : GDPR, Budgeting, and Behavioral Psychology
    • Data Protection Laws: GDPR
    • GDPR and Marketing
    • Budgeting (Marketing)
    • Behavioral Psychology
    • Conclusion
  • Module 13: Digital Career Guide
  • Chapter 41 : A Repository of Campaign Case Studies
  • Chapter 42: Job Guide
    • Social Media Executive Manager
    • Community Manager
    • Digital Brand Manager/ Social Brand Manager
    • Influencer Marketing Manager
    • Content Marketing Manager
    • Digital Strategist/ Ads Executive/ Paid Ads Strategist/ Funnel Marketing Manager
  • Chapter 43 : Resume Tips and Linkedin for Jobs
    • Use Social Links
    • Your Unique Value Proposition
    • Enlist the Right Skills
    • Dont use redundant CV/Resume Templates
    • Social Selling for Personal Branding (Getting Jobs through LinkedIn)
    • Guides for Leveraging LinkedIn for Jobs
  • Chapter 44: Chapter-wise Interview Questions
    • Certification
    • Citation, Declarations & References
    • Other Certifications
    • Facebook Blue Print
    • Twitter Fight School
    • HubSpot Social Media Certification
    • Hootsuite Certifications