Table of Contents

Satellite Marketing is the book that answers the question most businesses are asking, “How can we use social media to create engagement?”

  • Foreword
  • Chapter One: Origins of Satellite Marketing
    • 30 Days to Launch
    • Where Satellites Come From
  • Chapter Two: The Evolution of Marketing
    • The 5 P’s of Marketing
    • 4 P’s, 7 P’s, 8 P’s – More
    • A Consumer-Oriented Model
    • The Evolution of Marketing Communications
    • The Use of Technology in Marketing Communications
    • The Technology of Print
    • New Media
    • From Analog to Digital
    • Enter the Internet
    • Integrated Marketing Communications
    • The Reality of Marketing
  • Chapter Three: Defining Social Media
    • Types of Social Media
    • Social Networking
    • Content Sharing
    • Collaboration
    • The Business Opportunity
    • Creating Social Capital
    • The People Using Social Media
    • Social Media is Media
    • A Broader Understanding
  • Chapter Four: Seven Reason Not To Use Social Media
  • Chapter Five: Satellite Marketing Process
    • Step One: Identifying Goals
      • Quantitative
      • Qualitative
      • SMART Goals
      • Collaborative Goals
      • Process
      • Exercise
    • Step Two: Understanding the Audience
      • Audience Profiles
      • Demographics
      • Psychographics
      • Role Play
      • Exercise
    • Step Three: Creating Strategy
      • The Formulation of Strategy
      • Measuring Success
      • SWOT Analysis
      • How Business Creates Strategy
      • Exercise
    • Step Four: Selecting Social Media
      • Start with What You Know
      • Matching Media to the Audience
      • Developing a Social Media Platform
      • Building A Personnel Profile
      • Personal vs. Personnel
      • Representing the C-Suite
      • Creating Perception
      • Social Media Policy & Guidelines
      • Profile Development Cheat Sheet
      • Exercise
    • Step Five: Building Engagement
      • Attracting an Audience
      • Starting a Conversation
      • Holding their Attention
      • Understanding Process
      • Seven Types of Social Media Users
      • Lurk and Learn
      • Hello, my name is…
      • Creating Relationships
      • Building Social Capital
      • From Audience to Community
      • Monitor and Manage
      • Exercise
    • Step Six: Communications Planning
      • Building a Model Based on Goals
      • Mapping Actions to Goals
      • Planning to Plan
      • Integrated Marketing Communications
      • Developing a COMM Plan
      • Exercise
    • Step Seven: Measuring Performance
      • Measuring SMART Goals
      • Measuring Collaborative Goals
      • Measure What Matters
      • Exercise
    • Chapter Six: Business-to-Consumer
    • Chapter Seven: Business-to-Business
    • Chapter Eight: Non-Profit Organizations
    • Epilogue
    • About the Author
    • Glossary