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Social Media Marketing for Digital Photographers[数码摄影师的社会化媒体营销]

作者: Lawrence Chan 著

出版社: Wiley

出版时间: 2011-11

版次: 1

ISBN: 9781118014127

定价: 301.50

装帧: 平装

页数: 272页

正文语种: 英语

分类: 外文古旧书>英文书>艺术

Teaching photographers how to use social media to grow their businessesWith the rapid rise of both digital photography and social media, amateur photographers can now turn what was once a hobby into a thriving business. Social media sites such as Twitter, Facebook, LinkedIn, and Flickr offer loads of exciting marketing opportunities. This practical guide from a well–respected professional photographer shows you how to take advantage of social media to grow a profitable photography business. If you′ve been wondering which social media sites to use, how to use them, how often to use them, and more, this book is for you.Guides you through how to market your photography business on Twitter, Facebook, LinkedIn, Flickr, and other social media sitesShows you how to translate your use of social media into increased profitsHelps you answer such questions as "Which sites should I use?" and "How do I get started?"Provides invaluable testimonials from top photographers discussing their social media business success storiesWhether you′re just starting a professional photography business or are a seasoned pro looking for good advice on using social media to promote yourself, Social Media Marketing for Digital Photographers is the book you need. Lawrence Chan is a wildly popular wedding and portrait photographer, blogger, and marketing strategist. He also provides marketing and business management advice to photographers through his website, tofurious.com Introduction xiv Chapter 1: What is Social Media? 1 The 2.0 Evolution 3 Dynamic Marketing 4 Earning Trust 6 Relevant Relationships 7 Emergence of Social Platforms 8 Social Politics 10 Socializing: Kenny Kim 14 Chapter 2: Strategic Planning 17 SWOT Analysis 19 Structural Goals 19 Action Goals 27 Strategies Support Goals 28 Tactics Support Strategies 30 Socializing: Zach and Jody Gray 34 Chapter 3: Audience Matters 37 Zoom In 39 Examine 42 Capture 46 Evaluate 53 Socializing: Jerry Ghionis 54 Chapter 4: The Power of Content 57 Action Plan 58 Know Thyself And Stick with It 60 Be Personable 61 Emotional Triggers 65 Amplify Your Message 68 Delivery Persona 70 Say What? 75 Become the Authority 78 Validation 81 Chapter 5: Social Media Channels 89 Social Networks 90 Social Sharing 106 Social News 115 Social Bookmarking 117 Search Engine Optimization 119 Chapter 6: Launch a Social Media Program 123 Facebook 124 Twitter 135 YouTube 143 Engagement Habits 146 Socializing: Catherine Hall 150 Chapter 7: Blogs and Websites 153 Blog Software and Hosting 155 Self-Hosted Blogs 157 Search Engine Optimization 158 Delivery Matters 160 Design 163 Landing Page 166 About Page 168 Pricing and Contact Pages 170 Blog Posts 171 Turn the Love Around 176 Titling Blog Posts 178 Metrics 183 Socializing: Christopher Becker 186 Chapter 8: Photography as a Social Luxury 189 Exclusivity 191 The Almighty Label 191 Defi ning Attribute 194 Attainability 195 Delivering the Luxury Promise 201 Follow Up 203 The Dream 206 Arbitrate Taste 207 Socializing: Grace Ormonde 212 Chapter 9: Brand Evangelism 215 Building Belief 216 Philosophical Difference 217 Relatable Face 219 Identify Opposition 219 Create Community 223 Nurture Relationships 225 Chapter 10: Survival Tips 229 Diversify 230 Integrate 231 Stay Current 232 Back-Up Plan 234 Expectations 237 Handling Criticism 238 Glossary 240 Index 246
内容简介:
Teaching photographers how to use social media to grow their businessesWith the rapid rise of both digital photography and social media, amateur photographers can now turn what was once a hobby into a thriving business. Social media sites such as Twitter, Facebook, LinkedIn, and Flickr offer loads of exciting marketing opportunities. This practical guide from a well–respected professional photographer shows you how to take advantage of social media to grow a profitable photography business. If you′ve been wondering which social media sites to use, how to use them, how often to use them, and more, this book is for you.Guides you through how to market your photography business on Twitter, Facebook, LinkedIn, Flickr, and other social media sitesShows you how to translate your use of social media into increased profitsHelps you answer such questions as "Which sites should I use?" and "How do I get started?"Provides invaluable testimonials from top photographers discussing their social media business success storiesWhether you′re just starting a professional photography business or are a seasoned pro looking for good advice on using social media to promote yourself, Social Media Marketing for Digital Photographers is the book you need.
作者简介:
Lawrence Chan is a wildly popular wedding and portrait photographer, blogger, and marketing strategist. He also provides marketing and business management advice to photographers through his website, tofurious.com
目录:
Introduction xiv Chapter 1: What is Social Media? 1 The 2.0 Evolution 3 Dynamic Marketing 4 Earning Trust 6 Relevant Relationships 7 Emergence of Social Platforms 8 Social Politics 10 Socializing: Kenny Kim 14 Chapter 2: Strategic Planning 17 SWOT Analysis 19 Structural Goals 19 Action Goals 27 Strategies Support Goals 28 Tactics Support Strategies 30 Socializing: Zach and Jody Gray 34 Chapter 3: Audience Matters 37 Zoom In 39 Examine 42 Capture 46 Evaluate 53 Socializing: Jerry Ghionis 54 Chapter 4: The Power of Content 57 Action Plan 58 Know Thyself And Stick with It 60 Be Personable 61 Emotional Triggers 65 Amplify Your Message 68 Delivery Persona 70 Say What? 75 Become the Authority 78 Validation 81 Chapter 5: Social Media Channels 89 Social Networks 90 Social Sharing 106 Social News 115 Social Bookmarking 117 Search Engine Optimization 119 Chapter 6: Launch a Social Media Program 123 Facebook 124 Twitter 135 YouTube 143 Engagement Habits 146 Socializing: Catherine Hall 150 Chapter 7: Blogs and Websites 153 Blog Software and Hosting 155 Self-Hosted Blogs 157 Search Engine Optimization 158 Delivery Matters 160 Design 163 Landing Page 166 About Page 168 Pricing and Contact Pages 170 Blog Posts 171 Turn the Love Around 176 Titling Blog Posts 178 Metrics 183 Socializing: Christopher Becker 186 Chapter 8: Photography as a Social Luxury 189 Exclusivity 191 The Almighty Label 191 Defi ning Attribute 194 Attainability 195 Delivering the Luxury Promise 201 Follow Up 203 The Dream 206 Arbitrate Taste 207 Socializing: Grace Ormonde 212 Chapter 9: Brand Evangelism 215 Building Belief 216 Philosophical Difference 217 Relatable Face 219 Identify Opposition 219 Create Community 223 Nurture Relationships 225 Chapter 10: Survival Tips 229 Diversify 230 Integrate 231 Stay Current 232 Back-Up Plan 234 Expectations 237 Handling Criticism 238 Glossary 240 Index 246

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Social Media Marketing for Digital Photographers[数码摄影师的社会化媒体营销]

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