Marketing to the Social Web

Autorenporträt:

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.

Inhaltsverzeichnis:

Preface.

Acknowledgments.

Part 1: 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 2: How to Make the Most of the Social Web.

Chapter 5: Step One: Observe and Create a Customer Map (Otherwise You Can't Get There from Here).

Chapter 6: Step II: 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 3: Making Use of the Four Online Conduit Strategies.

Chapter 12: The Reputation Aggregator Strategy (We're Number One)!

Chapter 14: The Blog Strategy (Everybody's Talking at Me).

Chapter 15: The E-Community Strategy (Go to Their Party or Throw Your Own).

Chapter 16:The Social Networks Strategy (Connecting with a Click).

Chapter 17: Does Facebook Matter? (To Marketers)?

Chapter 18: Living and Working in Web 4.0 (It's Right Around the Corner).

Notes.

Index.

Rezension:

"...outstanding book...an intelligent, accessible guide to a new world." (The Marketer; Chartered Institute of Marketing, October 2007)

Themen:

• Internet-Marketing
• Marketing
• Online Communities
• Social Web

Verwandte Themen:

• Web 2.0
• Social Media
• Werbung
• Verkauf
• Social Media Marketing
• Public Relations
• Online-Marketing
• Facebook
• Suchmaschine
• Empfehlungsmarketing