Marketing to the social web : how digital customer communities build your business
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| Main Author | |
|---|---|
| Format | Book |
| Language | English |
| Published |
Hoboken, NJ :
John Wiley & Sons,
c2009
|
| Edition | 2nd ed. |
| Subjects | |
| ISBN | 9780470410974 |
| Physical Description | xvii, 246 s. ; 24 cm |
Cover
Table of 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)