Marketing to the social web : how digital customer communities build your business /
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| Author / Creator: | Weber, Larry. |
|---|---|
| Edition: | 2nd ed. |
| Imprint: | Hoboken, NJ : John Wiley & Sons, c2009. |
| Description: | 1 online resource. |
| Language: | English |
| Subject: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/7999777 |
Table of Contents:
- Foreword
- 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
