Praise for Marketing to the Social Web
‘Weber understands that the world is going digital and that competitive advantage will accrue to those who understand the transformation. CEOs should heed this transformation and learn from Weber’s insights how to navigate this new landscape to fully maximize their business opportunities.’
-Mark Fuller, Chairman, Monitor Group
‘Consumers are using technology to grab power from companies, the media, and the government. Marketing to the Social Web succinctly outlines how institutions can survive and win in this chaotic new world, and lays out the revised rules of engagement-ignore them at your peril.’
-George F. Colony, CEO, Forrester Research, Inc.
‘Larry has brought pragmatic and useful recommendations to help brand builders manage the complexity of social interaction in a digital age. I was pleased to read a book that actually suggests how to do something with social networks, instead of just ponder them.’
-David Kenny, Chairman and Chief Executive Officer, Digitas Inc.
‘Where’s the allure of social 2.0? Brands can talk . . . customers talk louder! Digital influence has arrived.’
-Jeff Taylor, CEO, Eons and Founder of Monster.com
‘Larry Weber provides a simple and effective roadmap 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.’
-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
Содержание
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 Marketing 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 the Community’s Involvement (Who, What, Where, When, Why, and How).
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. Living and Working in Web 4.0 (It’s Right Around the Corner).
NOTES.
INDEX.
Об авторе
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 advocacy association.
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