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Marketing to the social web : how digital customer communities build your business

Author: Larry Weber
Publisher: Hoboken, N.J. : John Wiley & Sons, ©2007.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:
"Marketing to the Social Web helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows readers how to apply them to see immediate results and growth."--Jacket.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Larry Weber
ISBN: 9780470124178 0470124172
OCLC Number: 85622979
Description: ix, 230 p. ; 24 cm.
Details: Mode of access: Internet via World Wide Web.
Contents: The web is not a channel (and you're an aggregator, not a broadcaster) --
Community and content : the marketer's new job (or how to cut your marketing budget and reach more people) --
Making the transition to the social web (first change your marketing mindset) --
How to let customers say what they really think (and keep your job) --
Step one : observe and create a customer map (otherwise, you can't get there from here) --
Step two: recruit community members (with a new toolbox and your own marketing skills) --
Step three : evaluate online conduit strategies (and don't forget search) --
Step four : engage communities in conversation (to generate word of mouse) --
Step five : measure the community's involvement (who, what, where, when, why, and how) --
Step six : promote your community to the world (get 'em talking and clicking) --
Step seven : improve the community's benefits (don't just set it and forget it) --
The reputation aggregator strategy (we're number one!) --
The blog strategy (everybody's talking at me) --
The e-community strategy (go to their party or throw your own) --
The social networks strategy (connecting with a click) --
Living and working in Web 4.0 (it's right around the corner).
Responsibility: Larry Weber.
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Abstract:

Consumers are using technology to grab power from companies, the media, and the government. This book outlines how institutions can survive and win in this chaotic world, and lays out the revised  Read more...

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

 
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