Franklin

Marketing to the social web [electronic resource] : how digital customer communities build your business / Larry Weber.

Author/Creator:
Weber, Larry.
Publication:
Hoboken, N.J. : John Wiley & Sons, c2007.
Format/Description:
Book
1 online resource (242 p.)
Edition:
1st edition
Status/Location:
Loading...

Options
Location Notes Your Loan Policy

Details

Subjects:
Internet marketing.
Online social networks.
Form/Genre:
Electronic books.
Language:
English
System Details:
text file
Summary:
Praise for Marketing to the Social Web""Weber understands that the world is going digital and that competitive advantage will accrue to those who understand the transformation. CEOs should heed this transformation and learn from Weber's insights how to navigate this new landscape to fully maximize their business opportunities.""-Mark Fuller, Chairman, Monitor Group""Consumers are using technology to grab power from companies, the media, and the government. Marketing to the Social Web succinctly outlines how institutions can survive and win in this chaotic new world, and lay
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 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).
Notes:
Description based upon print version of record.
Includes bibliographical references (p. 217-222) and index.
ISBN:
1-280-91639-7
9786610916399
0-470-17737-3
OCLC:
476081400