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Marketing to the Social Web : How Digital Customer Communities Build Your Business by Larry Weber (2009, Hardcover)

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Product Information

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.

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0470410973
ISBN-13
9780470410974
eBay Product ID (ePID)
70421613

Product Key Features

Book Title
Marketing to the Social Web : How Digital Customer Communities Build Your Business
Author
Larry Weber
Format
Hardcover
Language
English
Topic
Web / Social Media, E-Commerce / Internet Marketing
Publication Year
2009
Genre
Computers, Business & Economics
Number of Pages
272 Pages

Dimensions

Item Length
9.1in
Item Height
1.2in
Item Width
6.1in
Item Weight
16 Oz

Additional Product Features

Lc Classification Number
Hf5415.1265
Edition Number
2
Table of Content
Foreword Jimmy Wales ix Preface xiii Acknowledgments xvii 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) 3 Chapter 2 Community and Content: The Marketer's New Job (Or How to Cut Your Marketing Budget and Reach More People) 19 Chapter 3 Making the Transition to the Social Web (First Change Your Mindset) 33 Chapter 4 How to Let Customers Say What They Really Think (And Keep Your Job) 51 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) 65 Chapter 6 Step Two: Recruit Community Members (With a New Toolbox and Your Own Marketing Skills) 77 Chapter 7 Step Three: Evaluate Online Conduit Strategies (And Don't Forget Search) 89 Chapter 8 Step Four: Engage Communities in Conversation (To Generate Word of Mouse) 97 Chapter 9 Step Five: Measure Involvement With New Tools, Techniques (To Keep the Cutting Edge Sharp) 113 Chapter 10 Step Six: Promote Your Community to the World (Get 'Em Talking and Clicking) 127 Chapter 11 Step Seven: Improve the Community's Benefits (Don't Just Set It and Forget It) 139 Part III Making Use of the Four Online Conduit Strategies Chapter 12 The Reputation Aggregator Strategy (We're Number One!) 155 Chapter 13 The Blog Strategy (Everybody's Talking at Me) 167 Chapter 14 The E-Community Strategy (Go to Their Party or Throw Your Own) 183 Chapter 15 The Social Networks Strategy (Connecting with a Click) 193 Chapter 16 Does Facebook Matter? (To Marketers?) 207 Chapter 17 Living and Working in Web 4.0 (It's Right Around the Corner) 219 Notes 231 Index 239
Copyright Date
2009
Lccn
2008-055225
Dewey Decimal
658.8/72
Intended Audience
Trade
Dewey Edition
22
Illustrated
Yes

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Picture 1 of 1

Marketing to the Social Web : How Digital Customer Communities Build Your Business by Larry Weber (2009, Hardcover)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Marketing to the Social Web: How Digital Customer Communities Build Your Busine

item 2 Weber, Larry : Marketing to the Social Web: How Digital

item 3 Marketing to the Social Web: How Digital Customer Communities Build - VERY GOOD

item 4 Marketing to the Social Web: How Digital Customer Communities Build Your - GOOD

item 5 Marketing to the Social Web : How Digital Customer Communities Bu

item 6 Marketing to the Social Web: How Digital Customer Co... by Weber, Larry Hardback

item 7 Marketing to the Social Web: How Digital Customer Co... by Weber, Larry Hardback

Best Selling in Books

The Lost Book of Herbal Remedies by Claude Davis (2018, Paperback)

The Empyrean Ser.: Iron Flame by Rebecca Yarros (2023, Hardcover)

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Outlive Gifford Bil (2023,Paperback)

A Court of Thorns and Roses Ser.: A Court of Thorns and Roses Paperback Box Set (5 Books) by Sarah J. Maas (2022, Trade Paperback)

The Women : A Novel by Kristin Hannah (2024, Hardcover)

The Book of Enoch by Enoch (2017, Hardcover)

Save on Books

Sailor Moon Raisonne ART WORKS 1991 - 2023 Normal Edition 9784065309094

😇, 😇DIAGNOSTIC STATISTICAL MANUAL OF MENTAL DISORDERSvTEXT REVISION DSM 5 TR

If I Did It: Confessions of the Killer by The Goldman Family (English) Paperback

THE BOOK OF ENOCH - Translated by R. H Charles (1917 Translation, Hardback)

Magic Tree House Books 1-31 Boxed Set by Mary Pope Osborne New- Wrapper Is Torn

Trading in the Zone: Master the Market Confidence (PAPERBACK) free shipping

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