Marketing to the social web : how digital customer communities build your business

Author
Weber, Larry.
Title
Marketing to the social web : how digital customer communities build your business / Larry Weber.
Format
Book
Edition
2nd ed.
Published
Hoboken, NJ : John Wiley & Sons, c2009.
Description
xvii, 246 p. ; 24 cm.
Notes
Includes bibliographical references (p. 231-238) and index.
Contents
  • 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).
Subject headings
Internet marketing.
Online social networks.
ISBN
9780470410974 (cloth : acid-free paper)
0470410973 (cloth : acid-free paper)

Holdings

Library
Blmgtn - Business/SPEA Information Commons
Call Number
HF5415.1265 .W43 2009
Location
Stacks
text this call number
Library
Indpls - IUPUI University Library
Call Number
HF5415.1265 .W43 2009
Location
Stacks
text this call number