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

by Weber, Larry

• ISBN13: 9780470410974
• ISBN10: 0470410973
• Edition: 2nd
• Format: Hardcover
• Copyright: 2009-03-03
• Publisher: Wiley

Summary

The first edition of Marketing to the Social Web has become one of the strongly backlisting titles on the hot topic of social media. Three new chapters, and additional updates to this 2nd edition will enable the book to stay relevant and compete with the slew of business books on social media and marketing that will be releasing in the next 12 months. New chapters cover: * Facebook: The Google Killer This chapter will discuss how Facebook will monetize its success and eventually surpass Google. We'd be the first book to have a strategy around Facebook. * Measuring Social Media Explains what companies should be measuring and why (because a customer who does not buy much but influences 100 other customers may be more valuable than a customer who simply buys a lot). The chapter will also sketch the techniques and companies currently active: Nielsen BuzzMetrics, Cymfony, MotiveQuest, Biz360, Brandimensions, Umbria, and Factiva, among others. * Marketing to Mobile Social Media Mobile media is beginning to have its own social space, such as Mocospace and bluepulse.

Author Biography

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 advocate association.

Table of Contents

Foreword Jimmy Wales	p. ix
Preface	p. xiii
Acknowledgments	p. xvii
Pandemonium: The Landscape of the Social Web
The Web Is Not a Channel (And You're an Aggregator, Not a Broadcaster)	p. 3
Community and Content: The Marketer's New Job (Or How to Cut Your Marketing Budget and Reach More People)	p. 19
Making the Transition to the Social Web (First Change Your Mindset)	p. 33
How to Let Customers Say What They Really Think (And Keep Your Job)	p. 51
Seven Steps to Build your Own Customer Community
Step One: Observe and Create a Customer Map (Otherwise You Can't Get There from Here)	p. 65
Step Two: Recruit Community Members (With a New Toolbox and your own Marketing Skills)	p. 77
Step Three: Evaluate Online Conduit Strategies (And Don't Forget Search)	p. 89
Step Four: Engage Communities in Conversation (To Generate Word of Mouse)	p. 97
Step Five: Measure Involvement With New Tools, Techniques (To Keep the Cutting Edge Sharp)	p. 113
Step Six: Promote Your Community to the World (Get 'Em Talking and Clicking)	p. 127
Step Seven: Improve the Community's Benefits (Don't Just Set It and Forget It)	p. 139
Making Use of the Four Online Conduit Strategies
The Reputation Aggregator Strategy (We're Number One!)	p. 155
The Blog Strategy (Everybody's Talking at Me)	p. 167
The E-Community Strategy (Go to Their Party or Throw Your Own)	p. 183
The Social Networks Strategy (Connecting with a Click)	p. 193
Does Facebook Matter? (To Marketers?)	p. 207
Living and Working in Web 4.0 (It's Right Around the Corner)	p. 219
Notes	p. 231
Index	p. 239
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