Marketing to the Social Web: How Digital Customer Communities Build Your Business

by Larry Weber (W2 Group, Inc. )

• ISBN13: 9780470177372
• ISBN10: 0470177373
• Format: eBook
• Copyright: 2007-06-01
• Publisher: Wiley

Summary

A smart guide to marketing in a fragmented world Today, marketing is exploding with possibilities and complexities as it reaches out into new forms, media, and models. Marketers have an exceptional opportunity to use these new tools and models to reach new markets, even in a fragmented media market. Marketing to the Social Web helps marketers and their companies understand the context of the new marketing, and prioritize what they need to do to build customer communities and maximize profit in a time of marketing confusion. Larry Weber presents specific ideas to find and engage customers, describes newly available tools and platforms, and shows readers how to apply them to see immediate results and growth. Larry Weber (Boston, MA) has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group.

Table of Contents

Preface

Acknowledgments

Pandemonium: The Landscape Of The Social Web

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)

Seven Steps To Build Your Own Customer Community

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)

Making Use Of The Four Online Conduit Strategies

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

Index

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