Marketing to the social web: how digital customer communities build your business
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Hoboken, N.J.
Wiley
2007
|
| Subjects: | |
| Online Access: | Table of contents only Inhaltsverzeichnis |
| Physical Description: | IX, 230 S. |
| ISBN: | 0470124172 9780470124178 |
Staff View
MARC
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Record in the Search Index
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| adam_text | CONTENTS
PREFACE vii
ACKNOWLEDGMENTS ix
PARTI
PANDEMONIUM: THE LANDSCAPE OF THE SOCIAL WEB
chapter i. 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) 17
CHAPTER 3. Making the Transition to the Social Web
(First Change Your Marketing Mindset) 31
chapter 4. How to Let Customers Say What They
Really Think (And Keep Your Job) 49
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) 63
CHAPTER 6. Step Two: Recruit Community Members
(With a New Toolbox and Your Own
Marketing Skills) 75
v
vi Contents
CHAPTER 7. Step Three: Evaluate Online Conduit
Strategies (And Don t Forget Search) 87
CHAPTER 8. Step Four: Engage Communities in
Conversation (To Generate Word of Mouse) 95
CHAPTER 9. Step Five: Measure the Community s Involvement
(Who, What, Where, When, Why, and How) 111
CHAPTER 10. Step Six: Promote Your Community to
the World (Get Em Talking and Clicking) 125
CHAPTER li. Step Seven: Improve the Community s
Benefits (Don t Just Set It and Forget It) 137
PART III
MAKING USE OF THE FOUR ONLINE CONDUIT STRATEGIES
CHAPTER 12. The Reputation Aggregator Strategy
(We re Number One!) 153
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. Living and Working in Web 4.0
(It s Right Around the Corner) 207
NOTES 217
INDEX 223
|
| adam_txt |
CONTENTS
PREFACE vii
ACKNOWLEDGMENTS ix
PARTI
PANDEMONIUM: THE LANDSCAPE OF THE SOCIAL WEB
chapter i. 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) 17
CHAPTER 3. Making the Transition to the Social Web
(First Change Your Marketing Mindset) 31
chapter 4. How to Let Customers Say What They
Really Think (And Keep Your Job) 49
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) 63
CHAPTER 6. Step Two: Recruit Community Members
(With a New Toolbox and Your Own
Marketing Skills) 75
v
vi Contents
CHAPTER 7. Step Three: Evaluate Online Conduit
Strategies (And Don't Forget Search) 87
CHAPTER 8. Step Four: Engage Communities in
Conversation (To Generate Word of Mouse) 95
CHAPTER 9. Step Five: Measure the Community's Involvement
(Who, What, Where, When, Why, and How) 111
CHAPTER 10. Step Six: Promote Your Community to
the World (Get 'Em Talking and Clicking) 125
CHAPTER li. Step Seven: Improve the Community's
Benefits (Don't Just Set It and Forget It) 137
PART III
MAKING USE OF THE FOUR ONLINE CONDUIT STRATEGIES
CHAPTER 12. The Reputation Aggregator Strategy
(We're Number One!) 153
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. Living and Working in Web 4.0
(It's Right Around the Corner) 207
NOTES 217
INDEX 223 |
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| discipline_str_mv | Wirtschaftswissenschaften |
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| isbn | 0470124172 9780470124178 |
| language | English |
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| spelling | Weber, Larry Verfasser aut Marketing to the social web how digital customer communities build your business Larry Weber Hoboken, N.J. Wiley 2007 IX, 230 S. txt rdacontent n rdamedia nc rdacarrier Internet marketing Online social networks Social Media (DE-588)4639271-3 gnd rswk-swf World Wide Web 2.0 (DE-588)7548364-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf World Wide Web 2.0 (DE-588)7548364-6 s Marketing (DE-588)4037589-4 s DE-604 Kundenmanagement (DE-588)4236865-0 s Social Media (DE-588)4639271-3 s DE-188 http://www.loc.gov/catdir/toc/ecip0711/2007007064.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015692060&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Weber, Larry Marketing to the social web how digital customer communities build your business Internet marketing Online social networks Social Media (DE-588)4639271-3 gnd World Wide Web 2.0 (DE-588)7548364-6 gnd Marketing (DE-588)4037589-4 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4639271-3 (DE-588)7548364-6 (DE-588)4037589-4 (DE-588)4236865-0 |
| title | Marketing to the social web how digital customer communities build your business |
| title_auth | Marketing to the social web how digital customer communities build your business |
| title_exact_search | Marketing to the social web how digital customer communities build your business |
| title_exact_search_txtP | Marketing to the social web how digital customer communities build your business |
| title_full | Marketing to the social web how digital customer communities build your business Larry Weber |
| title_fullStr | Marketing to the social web how digital customer communities build your business Larry Weber |
| title_full_unstemmed | Marketing to the social web how digital customer communities build your business Larry Weber |
| title_short | Marketing to the social web |
| title_sort | marketing to the social web how digital customer communities build your business |
| title_sub | how digital customer communities build your business |
| topic | Internet marketing Online social networks Social Media (DE-588)4639271-3 gnd World Wide Web 2.0 (DE-588)7548364-6 gnd Marketing (DE-588)4037589-4 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Internet marketing Online social networks Social Media World Wide Web 2.0 Marketing Kundenmanagement |
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