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There are many books out there on the theories behind the use of social media and mobile applications in marketing—but this is not one of them. Social IMC does not present broad theories; it provides strategies based on proven business models that have produced real-world results.
Each strategy has been taught, tested, and developed by the author himself, and all are thoroughly explained in an easy-to-follow format that includes references to exemplary businesses from around the world. By the time you are done reading this book, you will be able to identify which strategy is best to use for each of your company’s high-value markets, and you will know what steps you need to take to successfully design, develop, deploy—and maintain—your own business’s social and mobile approach.
A veritable “how-to” guide for using social and mobile technologies to propel business profit and growth, Social IMC is sure to appeal to business executives and entrepreneurs worldwide, as well as to other types of organizational leaders. The strategies discussed in the text have been proven effective in a wide variety of models, including both for-profit and not-for-profit organizations and companies targeting businesses or consumers on international, national, local, and hyper-local scales.
- Sales Rank: #122180 in Books
- Published on: 2014-04-22
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .35" w x 6.00" l, .47 pounds
- Binding: Paperback
- 154 pages
About the Author
Randy Hlavac is a renowned social and integrated marketing thought leader and pioneer whose work has been highlighted by The Wall Street Journal. He teaches graduate and undergraduate courses on social and mobile marketing at Northwestern University and is the founder of Marketing Synergy, a consultancy dedicated to helping companies design, develop, deploy, and justify social and mobile marketing strategies.
As a Lecturer professor, Hlavac has also made immense contributions to Northwestern’s teaching and learning technologies. He is currently helping prototype distance learning at the university, and is participating in a MOOC (Massive Open Online Course) on Content Strategy for Professionals.
Hlavac is a member of the board of the Chicago Association of Direct Marketing and of IBM’s faculty program. He is a frequent speaker on social, web, and database marketing at conferences across the globe. He also blogs on social marketing and social strategies and has authored an authoritative text on the topics, Social IMC.
Most helpful customer reviews
4 of 4 people found the following review helpful.
Want Social Media to Have Impact and ROI? Read this Book
By John Lavine
Today for-profit, non-profit and government organizations are investing precious time and money in social media without first paying attention to Professor Randy Hlavac 's searing caution -- 80% of these investments are made with no provable return anywhere in sight.
If you want a measurable ROI, first read Professor Hlavac's book. Why? Because it is written for the leader, entrepreneur or manager who knows that social and mobile media are critical in today's world, but that leader does not know the best way to develop, design, execute, measure and justify an investment in them.
Hlavac shows readers best-of-breed examples from across the world, as well as the metrics, methodologies and best applications they use to impact their most valuable audiences. In addition, even as this book is being used by organizations to build their social programs, it is being taught to social marketing undergraduate and graduate students. Soon they will be looking at organizations on the frontier who want them to help deepen and enhance their social marketing initiatives.
Professor John Lavine, Northwestern University
3 of 3 people found the following review helpful.
Great examples with real ROI potential
By Dan Hoefler
Randy Hlavac's "Social IMC" contains great how-to and best practice examples that can be actualized in the real world immediately. With so much of social media being unproven for any measurable ROI to the organization's bottom line, its great to have a resource such as this that focuses on strategies designed to grow market share and build stronger relationships with high value audiences. The writing is also engaging and not overly academic. The section on methodologies and metrics is a MUST READ for anyone in the social arena. Highly recommended.
5 of 6 people found the following review helpful.
Much-Needed Frameworks That Link Social to Real Business Outcomes
By Judy Ungar Franks
I had the good fortune of reviewing Randy Hlavac's book, "Social IMC." What impressed me the most about Randy's approach is that he offers frameworks for various roles/applications of Social Media as opposed to presenting a "one size fits all" solution. In each instance though, Randy starts off with the audience (like the IMC visionary that he is) and establishes social solutions that address unmet needs. Only then, can marketers build social strategies that drive sustainable relationships and measurable outcomes. Randy approaches the topic from both a theoretical and a practical perspective with helpful case studies in a friendly, conversational tone. Also, his ideas fit any social channel (as opposed to addressing the platform of the day). A must read for both students and marketers who yearn for a practical and measurable approach to Social IMC.
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