Table Of ContentS AT E L L I T E
M A R K E T I N G™
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S AT E L L I T E
M A R K E T I N G™
USING SOCIAL MEDIA TO
CREATE ENGAGEMENT
KEVIN POPOVIC
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© 2016 by Kevin Popovic
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Dedicated to my father, Dr. Charles Popovich, for the lessons in marketing and the relentless
encouragement. I would not be the marketer I am today without you. Thanks, Pops.
Thank you.
I want to thank Rodney Rumford (@Rumford) for introducing me to the blogosphere and
teaching me what he knows about social media. Rodney was there at the beginning of
Satellite Marketing, and he invited me to share my theories at the Gravity Summit Social
Media Conference at UCLA in 2010. Rodney said he would only let me present if I was going
to write the book, so I promised him I would. Rodney, here’s the damn book.
I want to thank George Evans from Brandwidth for being my creative muse and sometimes
editor. Sometimes he would help me and sometimes he wouldn’t, but he has always been
there when I needed him, and he makes me better. Thanks, Georgie.
There are numerous people on my creative team at Ideahaus that have helped with the
development of this book over the years– thanks to all for doing your part. There are a
couple who deserve special recognition:
Jeff Wood worked with me to create our visual approach to the material and the cover art.
It didn’t work until it worked, and that’s why I’ve worked with him for 20-some years. Thanks
for your commitment to creativity, Jeffy.
Hunter Homistek (@HunterAHomistek) was our editor, making sure my rants made sense
and that we passed academic muster. Thanks for your diligence, Hunter.
Of course, thank you to my clients - the good people who have invested in my services and
that provided me an opportunity to develop my work. I am so very grateful.
Lastly, I’d like to thank my wife, Petra, and my daughter, Charlie, for their patience during
this book. There were a lot of times I was with the book and not them – my apologies. I
promise I won’t write another book without asking first. - kp
Kevin Popović, Author. Photo by Cece Canton.
TABLE OF CONTENTS
Inside Satellite Marketing
viii SATELLITE MARKETING™
Foreword | On Creating Engagement - xiii
About the Author | Context for Perspective - xxi
Chapter One | Origins of Satellite Marketing - 1
• 30 Days to Launch
• Where Satellites Come From
Chapter Two | The Evolution of Marketing - 13
• 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
• Mass Communication Creates Mass Marketing Opportunities
Chapter Three | Defining Social Media - 27
• Types of Social Media
• Social Networking
• Content Sharing
• Collaboration
• The Business Opportunity
• Creating Social Capital
ix
• The People Using Social Media
• Social Media Is Media
• A Broader Understanding
Chapter Four | 7 Reasons You Should Not Use Social Media for Your Business - 41
• Your Audience Isn’t There
• Social Media Doesn’t Work for Every Business
• There Are Easier Ways to Get in Front of Your Audience
• You Don’t “Get It”
• Social Media Is Not Free
• You Can’t Find the ROI
• Shit Happens
Chapter Five | The Satellite Marketing Process - 51
Step 1. Identifying Goals - 53
• Quantitative
• Qualitative
• SMART Goals
• Collaborative Goals
• Process
• Exercise
Step 2. Understanding the Audience - 67
• Audience Profiles
• Demographics
• Psychographics
• Role Play
• Exercise
