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Marketing to the social web : how digital customer communities build your business /
"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 t...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, N.J. :
John Wiley & Sons,
©2007.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- 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).