Weber Marketing to the Social Web

How Digital Customer Communities Build Your Business
2. Auflage 2009
ISBN: 978-0-470-44031-5
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 272 Seiten, E-Book

An updated and expanded Second Edition of the popularguide to social media for the business community
Marketers must look to the Web for new ways of findingcustomers and communicating with them, rather than atthem. From Facebook and YouTube to blogs and Twitter-ing,social media on the Internet is the most promising new way to reachcustomers. Marketing to the Social Web, Second Edition helpsmarketers and their companies understand how to engagecustomers, build customer communities, and maximize profits in atime of marketing confusion. Author and social media guru LarryWeber describes newly available tools and platforms, and shows youhow to apply them to see immediate results and growth.
Rather than broadcast messages to audiences, savvy marketersshould encourage participation in social networks to which peoplewant to belong, where dialogue with customers, and betweencustomers, can flourish. in Networking sites like MySpace,Facebook, and even Flickr are the perfect forums for this dialog;this book shows you how to tap into this new media.
In addition to the tools and tactics that made Marketing tothe Social Web a critical hit among marketers, this secondedition includes three entirely new chapters that cover recentchanges in the field. These new chapters describe how Facebook willmonetize its business and one day surpass Google; how companies canmeasure the influence and effectiveness of their social mediacampaigns; and how marketing to mobile social media will grow intoan effective practice in the near future.
Marketing must reach out into new forms, media, and models.Marketing to the Social Web, Second Edition presents anexceptional opportunity to use these new tools and models to reachnew markets, even in today's fragmented media environment.
Larry Weber has spent the last three decades buildingglobal communications companies, including Weber ShandwickWorldwide and the W2 Group. He is also the founder and Chairman ofthe Massachusetts Innovation and Technology Exchange, thenation's largest interactive advocate association.

Autoren/Hrsg.

Weber, Larry

Inhaltsverzeichnis

Foreword (Jimmy Wales).
Preface.
Acknowledgments.
Part I: Pandemonium: The Landscape of the Social Web.
Chapter 1. The Web Is Not a Channel (And You're an Aggregator,Not a Broadcaster).
Chapter 2. Community and Content: The Marketer's New Job ( OrHow to Cut Your Marketing Budget and Reach More People).
Chapter 3. Making the Transition to the Social Web (First ChangeYour Mindset).
Chapter 4. How to Let Customers Say What They Really Think (AndKeep Your Job).
Part II: Seven Steps to Build Your Own CustomerCommunity.
Chapter 5. Step One: Observe and Create a Customer Map(Otherwise You Can't Get There from Here).
Chapter 6. Step Two: Recruit Community Members (With a NewToolbox and Your Own Marketing Skills).
Chapter 7. Step Three: Evaluate Online Conduit Strategies (AndDon't Forget Search).
Chapter 8. Step Four: Engage Communities in Conversation (ToGenerate Word of Mouse).
Chapter 9. Step Five: Measure Involvement With New Tools,Techniques (To Keep the Cutting Edge Sharp).
Chapter 10. Step Six: Promote Your Community to the World (Get'Em Talking and Clicking).
Chapter 11. Step Seven: Improve the Community's Benefits (Don'tJust Set It and Forget It).
Part III: Making Use of the Four Online ConduitStrategies.
Chapter 12. The Reputation Aggregator Strategy (We're NumberOne!).
Chapter 13. The Blog Strategy (Everybody's Talking at Me).
Chapter 14. The E-Community Strategy (Go to Their Party or ThrowYour Own).
Chapter 15. The Social Networks Strategy (Connecting with aClick).
Chapter 16. Does Facebook Matter? (To Marketers?)
Chapter 17. Living and Working in Web 4.0 (It's Right Around theCorner).
Notes.
Index.

Über Autor(innen)

Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation's largest interactive advocate association.