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

"Marketing to the Social Web, Second Edition helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and sho...

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Bibliographic Details
Main Author: Weber, Larry.
Format: eBook
Published: Hoboken, N.J. : John Wiley & Sons, ©2009.
Edition:2nd ed.
Online Access:CONNECT
Table of Contents:
  • 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).