Marketing 2.0

Bridging the Gap between Seller and Buyer through the Social Web

By Bernie Borges
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http://twitter.com/berniebay

Book Synopsis

A macro view of social media marketing with a focus on “what it is” and “how” small and medium size businesses (SMB) can develop a strategy, implement it and measure results.  The book is written in plain English so any marketer can understand the opportunities and the risks of social media marketing. The book emphasizes the risk of ignoring social media marketing with practical ways to get started or take a social media marketing plan to the next level.  Organizational skills and staffing issues are also addressed.  Case studies will give the reader insights from companies and individuals who are experimenting with social media and their successes and lessons learned.

About the Author

Bernie Borges is the President and Chief Find Officer of Find and Convert, an Internet marketing agency based in the Tampa Bay area of Florida, USA.   Bernie’s inspiration for this book came from various speaking engagements where his presentation to midsize company presidents and marketing managers has been received enthusiastically.  During his speaking engagements Bernie takes the mystery and tech-speak out of Web 2.0 and social media marketing.  He uses this same approach in the book so that SMB marketers can understand how they can and should embrace marketing on the social web to achieve measurable business results.

Bernie’s career spans more than twenty years in technology sales and marketing positions in New York, Silicon Valley and Tampa Bay.  Bernie launched a website development firm in 2002.  In less than one year after his company’s launch Bernie realized that his clients needed help marketing their websites in search engines so he refocused his company’s service offering to search engine optimization and pay-per-click advertising.  In 2006 he rebranded to Find and Convert.  Around the same time social media marketing was starting to become more popular through blogs and social networks.  But, SMB businesses have been slow to adapt to the social web.  Bernie feels strongly that most SMB businesses should consider social media a necessary component to their Internet marketing strategy.

Publication

The target publish date is April 2009.  The book will be available through most online book retail outlets and at http://www.findandconvert.com/.  


The TOC below is a work in progress as shown by some sections which do not yet have content.

Foreward
Introduction
What is Web 2.0 and Social Media?
The Components of Web 2.0 and Social Media
Technology and Social Drivers of Web 2.0 Applications
Social Media Marketing – Fostering Community and Conversations
Marketing 2.0
The Lifecycle of Interaction in Social Media
Risks and Benefits of Social Media B2B
Developing a Social Media Strategy
The Social Graph: Should You Care?
Blogging
Social Networking
Twitter (Micro Blogging)
Podcasting
Video and Photos
SEO and Social Media Marketing
Think Like a Publisher: Content Marketing
Closing the Loop between Marketing and Sales
Case Studies – SMBs Succeeding with Social Media
Closing Thoughts
Resources