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

ISBN-10: 0470410973
ISBN-13: 9780470410974
Edition: 2nd 2009
Authors: Larry Weber, Weber
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Description: The first edition of Marketing to the Social Web has become one of the strongly backlisting titles on the hot topic of social media. Three new chapters, and additional updates to this 2d edition will enable the book to stay relevant and compete with  More...

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Book details

List price: $24.95
Edition: 2nd
Copyright year: 2009
Publisher: John Wiley & Sons, Incorporated
Publication date: 3/3/2009
Binding: Hardcover
Pages: 272
Size: 6.00" wide x 9.25" long x 1.00" tall
Weight: 0.990
Language: English

The first edition of Marketing to the Social Web has become one of the strongly backlisting titles on the hot topic of social media. Three new chapters, and additional updates to this 2d edition will enable the book to stay relevant and compete with the slew of business books on social media and marketing that will be releasing in the next 12 months. New chapters cover: Facebook: The Google Killer This chapter will discuss how Facebook will monetize its success and eventually surpass Google. We'd be first book to have a strategy around Facebook. Measuring Social Media Explains what companies should be measuring and why (because a customer who does not buy much but influences 100 other customers may be more valuable than a customer who simply buys a lot). The chapter will also sketch the techniques and companies currently active: Nielsen BuzzMetrics, Cymfony, MotiveQuest, Biz360, Brandimensions, Umbria, and Factiva, among others. Marketing to Mobile Social Media Mobile media is beginning to have its own social space, such as Mocospace and bluepulse.

Foreword Jimmy Wales
Preface
Acknowledgments
Pandemonium: The Landscape of the Social Web
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)
Seven Steps to Build your Own Customer Community
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)
Making Use of the Four Online Conduit Strategies
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)
Notes
Index

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