Marketing to the social web: how digital customer communities build your business

Author

Weber, Larry

Publisher

John Wiley & Sons

Publication Date

Varies, see individual formats and editions

Language

English

Description

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Published Reviews

From the Book - 2nd ed.

The web is not a channel (and you're an aggregator, not a broadcaster)

Community and content : the marketer's new job (or how to cut your marketing budget and reach more people)

Making the transition to the social web (first change your mindset)

How to let customers say what they really think (and keep your job)

Step one: observe and create a customer map (otherwise you can't get there from here)

Step two: recruit community members (with a new toolbox and your own marketing skills)

Step three: evaluate online conduit strategies (and don't forget search)

Step four: engage communities in conversation (to generate word of mouse)

Step five: measure involvement with new tools, techniques (to keep the cutting edge sharp)

Step six: promote your community to the world (get 'em talking and clicking)

Step seven: improve the community's benefits (don't just set it and forget it)

The reputation aggregator strategy (we're number one!)

The blog strategy (everybody's talking at me)

The e-community strategy (go to their party or throw your own)

The social networks strategy (connecting with a click)

Does facebook matter? (to marketers)

Living and working in web 4.0 (it's right around the corner).

From the Book

The web is not a channel (and you're an aggregator, not a broadcaster)

Community and content : the marketer's new job (or how to cut your marketing budget and reach more people)

Making the transition to the social web (first change your marketing mindset)

How to let customers say what they really think (and keep your job)

Step one : observe and create a customer map (otherwise, you can't get there from here)

Step two: recruit community members (with a new toolbox and your own marketing skills)

Step three : evaluate online conduit strategies (and don't forget search)

Step four : engage communities in conversation (to generate word of mouse)

Step five : measure the community's involvement (who, what, where, when, why, and how)

Step six : promote your community to the world (get 'em talking and clicking)

Step seven : improve the community's benefits (don't just set it and forget it)

The reputation aggregator strategy (we're number one!)

The blog strategy (everybody's talking at me)

The e-community strategy (go to their party or throw your own)

The social networks strategy (connecting with a click)

Living and working in Web 4.0 (it's right around the corner).

More Details

Contributors

Boyett, Mark Reader
Weber, Larry Author

ISBN

9780470410974
9781280916397
9781118258125
9780470440292
9780470440308
9780470177372
9780470440315
9780470124178
9781663703989

UPC

NoveList

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