Implementing word of mouth marketing: online strategies to identify influencers, craft stories, and draw customers
"This book will be a guide to any company or organization who wants to understand the dynamics of online word of mouth and leverage the power of online advocates to pass along stories, deliver recommendations and draw people to purchasing points. Specifically, the book will coach its readers to...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2010
|
| Schlagworte: | |
| Online-Zugang: | Cover image Inhaltsverzeichnis Klappentext |
| Zusammenfassung: | "This book will be a guide to any company or organization who wants to understand the dynamics of online word of mouth and leverage the power of online advocates to pass along stories, deliver recommendations and draw people to purchasing points. Specifically, the book will coach its readers to identify their own set of online influencers, craft stories that will resonate with these consumers and spread messages through cybercitizens who are social media experts. The book will include case studies, research, check lists and easy-to-adopt paradigms to create and manage online word of mouth"--Provided by publisher. |
| Beschreibung: | XVII, 204 S. Ill., graph. Darst. |
| ISBN: | 9780470442555 |
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Datensatz im Suchindex
| _version_ | 1804140869918392320 |
|---|---|
| adam_text | Contents
Preface
Acknowledgments
Part I Understanding Online Word of Mouth
Chapter
1
Chapter
2
ChapterS
XIII
XVII
The Need for Word of Mouth Information
3
Trust in Media
4
The Rise of Social Media
5
Online Word of Mouth
6
The Web Advantage
7
The Power Line
9
The Dell Turnaround
10
Thoughts on AOL
11
Hoboken Online
12
Transportation Security Administration
(TSA) Hears the Laughing Squid
14
The Frozen Pea Fund
15
Helping Earthquake Victims
16
Tsunami Wikis
16
Notes
17
etworking Agents
19
How to Find Networking Agents
21
Assessing Online Influence
24
Reach
24
vii
Contents
Relevance
Authority
Advocacy
Comments
Offline Roles
Notes
Chapter
4
Tapping into the Power of Networking
Agents
Screening for Networking Agents
Building Conversation Forums
Joining Conversation Forums
Notes
Chapter
5
Earning Networking Agents Trust
Accepting Reviews and Suggestions
Being Responsive
Providing Conversation Materials
Addressing Problems Head On
Being Available
Notes
25
27
29
30
30
32
33
34
39
44
49
51
52
55
56
59
62
63
Partili
Communicating with Networking Agents
65
Chapter
6
Crafting Messages for Networking Agents
67
Telling a Newsworthy Story
68
We Can Blend Chuck
Noms
and Your
Shoes
68
One in Six of Us Do Not Have Water
69
Creating an Engaging Process
71
Downloading and Touching
Applications
72
Running
—
For the Love of It
74
Creating an Image Online
75
Monkeying around at Work
76
Offering Value
77
Share Your Knowledge
78
Let Networking Agents Take the Stage
79
viii
Conlente
Chapter
7
Chapter
8
Appeal with a Cause
80
Notes
83
Reading the Message Environment
85
Tapping into the Public Sentiment
86
Revealing the Unknown
88
Challenging Status Quo
89
Infiltrating Networks
92
Following the Audience
93
Making It Easy to Pass Along and
Share
95
Notes
98
Keeping in Touch with Networking
Agents
99
Need for Relationship Platforms
100
Sampling through Word of Mouth
Panels
102
Product Development through Online
Communities
102
Fueling Word of Mouth on Popular
Social Networks
103
Creating Multiple Touch Points
104
Networking on the Go
106
Guidelines for Long-Term Engagement
107
Ask for Permission and Create a
Contact List
107
Communicate with Your Networking
Agents on a Regular Basis
108
Solicit Feedback
108
Encourage Peer-to-Peer Activity
108
Celebrate Wins and Success Stories
That Emerge from the
Community
109
Bring Utility and Deliver Value
109
Commit to a Long-Term Plan
109
Notes
111
ix
Contente
Chapter
9
Delivering on Promises to Networking
Agents
Turning Negative Buzz into
Positive Buzz
Comcast Cares
Norton Brand Advocates
Online Reviews Propel Sales
Probe, Fix, and Communicate
Notes
113
114
114
117
119
122
124
Part IV Creating Online Word of Mouth Campaigns
127
Chapter
10
Helping Networking Agents Spread
Your Messages
129
Building Online Communities
131
Who to Recruit?
132
How Many Members to Recruit?
133
How to Engage?
134
What Does Engagement Yield
136
Customer Loyalty and Incremental
Revenue
136
New Products, Services, and
Partnerships
137
Conversation and Connectivity
138
How to Maintain Online Communities
139
What Should the Incentive Be?
141
How to Quantify Success
143
Notes
145
Chapter
11
Building a Social Media Campaign
147
Set Up Shop and Create a Base in
Social Media
148
Understand What Matters to People and
Acknowledge Current Events
149
Update Your Content Regularly
151
Stick to Your Topic of Expertise
152
Inform Networks and Lead
Them to Action
153
Notes
155
Contents
Chapter
12
Measuring Reach and Impact of Online
Word of Mouth
157
Designing a Measurement Plan
158
Before the Campaign
158
During the Campaign
159
After the Campaign
160
Methods
161
Desktop Key Word Searches
161
Online Monitoring Analyses
162
Audience Surveys
163
Web Activity Reports
164
Measures
164
Reach
165
Relevance
165
Outcome
166
Metrics
167
Reach Metrics
167
Relevance Metrics
171
Outcome Metrics
176
Notes
182
Epilogue
The Future
183
Appendix
An Assessment Worksheet
185
Stating Your Mission
185
Conducting Your Research
186
Preparing Your Message
187
Delivering Your Message
188
Managing Online Relations
189
Measuring Impact
190
Index
193
xi
iline
word of mouth to work right
for your organization! Implementing
of Mouth Marketing coaches you
ntityingyour own set
of online influences to crafting the stories that
will resonate with your consumers and spreading
messages through cybercitizens who are social
media experts. Filled with case studies and best
practices, this timely book delivers smart social
media plans, relevant examples, and cost-effective
tactics you can use immediately.
Written by social media expert Idil Cakim, this
revolutionär)
book shows you how to:
Use the Web to find, gather, and spread
information
Spot online conversation leaders, earn
their trust, and start long-term relations
with them
Launch word-of-mouth programs
Understand social and cultural trends
Dialogue effectively with your audience
Transform cvbercitizens into advocates
Compel influencers to pass along
or-mouth
ι
word of mouth
are popular,
advanced
IDIL M.
САКІГ
:e President of Inter-
GolinHarris, a global public
She served on the board of the
Word of Mouth Marketing Association, whose
members include Dell, Microsoft, Hilton,
Amway
Global, 1-800-Flowers, and the AARP. She
regularly publishes
artici
-
and trade publicatioi
of-mouth
strate
expert in onlin
York
Τ
|
| any_adam_object | 1 |
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| dewey-full | 658.8/72 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-sort | 3658.8 272 |
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| discipline | Wirtschaftswissenschaften |
| format | Book |
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| spelling | Cakim, Idil Miriam 1974- Verfasser (DE-588)140583432 aut Implementing word of mouth marketing online strategies to identify influencers, craft stories, and draw customers Idil Miriam Cakim Hoboken, NJ Wiley 2010 XVII, 204 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier "This book will be a guide to any company or organization who wants to understand the dynamics of online word of mouth and leverage the power of online advocates to pass along stories, deliver recommendations and draw people to purchasing points. Specifically, the book will coach its readers to identify their own set of online influencers, craft stories that will resonate with these consumers and spread messages through cybercitizens who are social media experts. The book will include case studies, research, check lists and easy-to-adopt paradigms to create and manage online word of mouth"--Provided by publisher. Word-of-mouth advertising Telemarketing Mund-zu-Mund-Werbung (DE-588)4509885-2 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s Mund-zu-Mund-Werbung (DE-588)4509885-2 s Marketingstrategie (DE-588)4120697-6 s DE-604 http://catalogimages.wiley.com/images/db/jimages/9780470442555.jpg Cover image Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018751167&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018751167&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Cakim, Idil Miriam 1974- Implementing word of mouth marketing online strategies to identify influencers, craft stories, and draw customers Word-of-mouth advertising Telemarketing Mund-zu-Mund-Werbung (DE-588)4509885-2 gnd Marketingstrategie (DE-588)4120697-6 gnd Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)4509885-2 (DE-588)4120697-6 (DE-588)7706419-7 |
| title | Implementing word of mouth marketing online strategies to identify influencers, craft stories, and draw customers |
| title_auth | Implementing word of mouth marketing online strategies to identify influencers, craft stories, and draw customers |
| title_exact_search | Implementing word of mouth marketing online strategies to identify influencers, craft stories, and draw customers |
| title_full | Implementing word of mouth marketing online strategies to identify influencers, craft stories, and draw customers Idil Miriam Cakim |
| title_fullStr | Implementing word of mouth marketing online strategies to identify influencers, craft stories, and draw customers Idil Miriam Cakim |
| title_full_unstemmed | Implementing word of mouth marketing online strategies to identify influencers, craft stories, and draw customers Idil Miriam Cakim |
| title_short | Implementing word of mouth marketing |
| title_sort | implementing word of mouth marketing online strategies to identify influencers craft stories and draw customers |
| title_sub | online strategies to identify influencers, craft stories, and draw customers |
| topic | Word-of-mouth advertising Telemarketing Mund-zu-Mund-Werbung (DE-588)4509885-2 gnd Marketingstrategie (DE-588)4120697-6 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Word-of-mouth advertising Telemarketing Mund-zu-Mund-Werbung Marketingstrategie Online-Marketing |
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