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

ISBN-13: 9780470410974 / Angielski / Twarda / 2009 / 272 str.

Larry Weber

Opis

An updated and expanded Second Edition of the popular guide to social media for the business community Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. 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 shows you how to apply them to see immediate results and growth. Rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media. In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future. Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment. 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.

Spis treści

Foreword (Jimmy Wales).

Preface.

Acknowledgments.

Part I: Pandemonium: The Landscape of the Social Web.

Chapter 1. The Web Is Not a Channel (And You′re an Aggregator, Not a Broadcaster).

Chapter 2. Community and Content: The Marketer′s New Job ( Or How to Cut Your Marketing Budget and Reach More People).

Chapter 3. Making the Transition to the Social Web (First Change Your Mindset).

Chapter 4. How to Let Customers Say What They Really Think (And Keep Your Job).

Part II: Seven Steps to Build Your Own Customer Community.

Chapter 5. Step One: Observe and Create a Customer Map (Otherwise You Can′t Get There from Here).

Chapter 6. Step Two: Recruit Community Members (With a New Toolbox and Your Own Marketing Skills).

Chapter 7. Step Three: Evaluate Online Conduit Strategies (And Don′t Forget Search).

Chapter 8. Step Four: Engage Communities in Conversation (To Generate Word of Mouse).

Chapter 9. Step Five: Measure Involvement With New Tools, Techniques (To Keep the Cutting Edge Sharp).

Chapter 10. Step Six: Promote Your Community to the World (Get ′Em Talking and Clicking).

Chapter 11. Step Seven: Improve the Community′s Benefits (Don′t Just Set It and Forget It).

Part III: Making Use of the Four Online Conduit Strategies.

Chapter 12. The Reputation Aggregator Strategy (We′re Number One!).

Chapter 13. The Blog Strategy (Everybody′s Talking at Me).

Chapter 14. The E–Community Strategy (Go to Their Party or Throw Your Own).

Chapter 15. The Social Networks Strategy (Connecting with a Click).

Chapter 16. Does Facebook Matter? (To Marketers?)

Chapter 17. Living and Working in Web 4.0 (It′s Right Around the Corner).

Notes.

Index.

O autorze

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.

Blurb

Praise for the First Edition of MARKETING TO THE SOCIAL WEB:

"We′ve been liberated! Communicating with existing and potential customers used to mean one–way broadcasts of your company′s product messages ′buy buy buy′ we all said. But Marketing to the Social Web enables smart marketers to communicate in a much better way: by creating compelling content that people actually want to consume and interact with. Larry Weber knows his stuff he′s been part of this revolution from the beginning."
David Meerman Scott, bestselling author of The New Rules of Marketing and PR

"I was pleased to read a book that actually suggests how to do something with social networks, instead of just ponder them. Larry′s pragmatic and useful recommendations will help brand builders manage the complexity of social interaction in a digital age."
David Kenny, Chairman and CEO, Digitas, Inc.

"Consumers are using technology to grab power from companies, the media, and the government. Marketing to the Social Web succinctly outlines the revised rules of engagement."
George F. Colony, CEO, Forrester Research, Inc.

"Most marketers are fascinated by, yet apprehensive of the new power of customers as they organize on the social Web. Larry Weber walks you through the mindset, strategies, and tools needed to succeed in this new environment."
Charlene Li, coauthor of Groundswell

"Weber provides a simple and effective road map of the new customer information highway. Marketing to the Social Web is a valuable tool that will give everyone the confidence and know–how to compete in this fast–growing marketplace of ideas and conversation."
Steve Harris, Vice President, Global Communications, General Motors Corporation

"As all lines and boundaries are washed away by the Web, Weber describes how to become part of the sea versus the sand."
Nicholas Negroponte, Chairman, One Laptop Per Child