Details

Marketing to the Social Web


Marketing to the Social Web

How Digital Customer Communities Build Your Business
1. Aufl.

von: Larry Weber

15,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 22.06.2007
ISBN/EAN: 9780470177372
Sprache: englisch
Anzahl Seiten: 240

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

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 lays out the revised rules of engagement-ignore them at your peril." -George F. Colony, CEO, Forrester Research, Inc. "Larry has brought pragmatic and useful recommendations to help brand builders manage the complexity of social interaction in a digital age. I was pleased to read a book that actually suggests how to do something with social networks, instead of just ponder them." -David Kenny, Chairman and Chief Executive Officer, Digitas Inc. "Where's the allure of social 2.0? Brands can talk . . . customers talk louder! Digital influence has arrived." -Jeff Taylor, CEO, Eons and Founder of Monster.com "Larry Weber provides a simple and effective roadmap of the new customer information highway. Marketing to the Social Web is a valuable tool that will give everyone the confidence and know-how to compete in this fast-growing marketplace of ideas." -Steve Harris, Vice President, Global Communications, General Motors Corporation "As all lines and boundaries are washed away by the Web, Weber describes how to become part of the sea versus the sand." -Nicholas Negroponte, Chairman, One Laptop per Child
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 (Or How to Cut Your Marketing Budget and Reach More People). Chapter 3. Making the Transition to the Social Web (First Change Your Marketing Mindset). Chapter 4. How to Let Customers Say What They Really Think (And Keep Your Job). PART II: SEVEN STEPS TO BUILD YOUR OWN CUSTOMER COMMUNITY. 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 New Toolbox and Your Own Marketing Skills). Chapter 7. Step Three: Evaluate Online Conduit Strategies (And Don’t Forget Search). Chapter 8. Step Four: Engage Communities in Conversation (To Generate Word of Mouse). Chapter 9. Step Five: Measure the Community’s Involvement (Who, What, Where, When, Why, and How). 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’t Just Set It and Forget It). PART III: MAKING USE OF THE FOUR ONLINE CONDUIT STRATEGIES. Chapter 12. The Reputation Aggregator Strategy (We’re Number One!) Chapter 13. The Blog Strategy (Everybody’s Talking at Me). Chapter 14. The E-Community Strategy (Go to Their Party or Throw Your Own). Chapter 15. The Social Networks Strategy (Connecting with a Click). Chapter 16. Living and Working in Web 4.0 (It’s Right Around the Corner). NOTES. INDEX.
"…outstanding book…an intelligent, accessible guide to a new world." (The Marketer; Chartered Institute of Marketing, October 2007)
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 advocacy association.
The future of marketing is a two-way street, not a one-way message. Marketers must look to the Web for new ways to find and communicate with customers, rather than at them. From MySpace and YouTube to blogs, social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web 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 shows readers how to apply them to see immediate results and growth. In order to use the Internet to its full marketing potential, executives must open their minds to new possibilities, embrace social change, and rethink best practices. Rather than broadcast messages to audiences, savvy marketers will participate in, organize, and encourage social networks to which people want to belong, striking up a dialog with and between customers. Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this new dialog; Marketing to the Social Web shows you how to tap into it. Today, marketing is exploding with possibilities and complexities as it reaches out into new forms, media, and models. Marketing to the Social Web presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment.
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 lays out the revised rules of engagement—ignore them at your peril." —George F. Colony, CEO, Forrester Research, Inc. "Larry has brought pragmatic and useful recommendations to help brand builders manage the complexity of social interaction in a digital age. I was pleased to read a book that actually suggests how to do something with social networks, instead of just ponder them." —David Kenny, Chairman and Chief Executive Officer, Digitas Inc. "Where's the allure of social 2.0? Brands can talk . . . customers talk louder! Digital influence has arrived." —Jeff Taylor, CEO, Eons and Founder of Monster.com "Larry Weber provides a simple and effective roadmap of the new customer information highway. Marketing to the Social Web is a valuable tool that will give everyone the confidence and know-how to compete in this fast-growing marketplace of ideas." —Steve Harris, Vice President, Global Communications, General Motors Corporation "As all lines and boundaries are washed away by the Web, Weber describes how to become part of the sea versus the sand." —Nicholas Negroponte, Chairman, One Laptop per Child

Diese Produkte könnten Sie auch interessieren:

Objections
Objections
von: Jeb Blount, Mark Hunter
EPUB ebook
20,99 €
Objections
Objections
von: Jeb Blount, Mark Hunter
PDF ebook
20,99 €
The Revenue Acceleration Rules
The Revenue Acceleration Rules
von: Shashi Upadhyay, Kent McCormick
PDF ebook
20,99 €