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Marketing to the social web : how digital customer communities build your business /
"Marketing to the Social Web, Second Edition 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 sho...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, N.J. :
John Wiley & Sons,
©2009.
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| Edición: | 2nd ed. |
| 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 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 involvement with new tools, techniques (to keep the cutting edge sharp)
- 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)
- Does facebook matter? (to marketers?)
- Living and working in web 4.0 (it's right around the corner).