We are in an era where entire businesses are built on Instagram; kids in their bedrooms are racking up tens of millions of YouTube views; bloggers are becoming millionaires from their kitchen tables, and businesses are getting more attention from a viral video than a Super Bowl ad. But in a space that moves so fast, how can businesses keep up - let alone compete? And how do you make sure that your activity is profitable? Whether it’s building a targeted fanbase, selling more of your products & services or serving customers, every piece of your social media marketing campaign should be making you money. Combining the ‘holy grail’ marketing principles from some of history’s most successful marketers with the very latest social media strategies gives savvy businesses of all size a chance to ‘do’ social media in an entirely new way. Gone are the days of fumbling around in the dark. The new era is about testing, measuring and profit. From the psychological triggers that make us buy; employing social proof to stand out; using (and faking) controversy to sell more or just simply demonstrating your true competitive advantage, profitable social media marketing is here. As Head Ninja at Exposure Ninja, Tim Cameron-Kitchen has personally worked with hundreds of businesses of all shapes and sizes, and seen first hand how doing the right things on social media can transform a business. Yvonne Ivanescu came to Exposure Ninja from one of the world’s highest profile marketing agencies, and brought her brand experience to help business on the front line. This book is the distillation of everything that makes a profitable campaign, laid out in step-by-step instructions for you to follow and apply to your own business - whatever your size or market. So whether you’re a local plumber looking to pick up leads from Twitter, or an independent e-commerce site wanting the attention of influential bloggers, the strategies and profitable shortcuts for entrepreneur-run businesses in this book will give you a chance to compete in competitive markets where time and budget is of the essence.

    This derives directly from the view that the real world is fundamentally unstable and unpredictable (i.e., it’s not a matter of having a better forecasting model). The best response to such a world, therefore, is to have a good grasp of what is currently happening and to respond quickly and flexibly to the evolving situation.My worldview derives from many sources ranging from religious philosophy and long-range history, to Chaos Theory and Network Theory–with many of them integrated under a broad CAS framework. Some of the foreign writers and thinkers who have influenced me include Friedrich Hayek, Joseph Schumpeter, Daniel Kahneman, Lee Kuan Yew, Nassim Taleb, Karl Popper, Charles Darwin, Sun Tzu, Vidiadhar Naipaul and Jane Jacobs, to name a few. The Indian influences are even more varied and range from ancient texts such as the Ramayana, Mahabharata, and Kautilya’s Arthashastra, to more modern thinkers such as Swami Vivekananda and Sri Aurobindo.

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