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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, ©2009.
Edition/Format:   Print book : English : 2. edView all editions and formats
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Document Type: Book
All Authors / Contributors: Larry Weber
ISBN: 9780470410974 0470410973
OCLC Number: 938267050
Description: 246 s
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 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 involvement with new tools, techniques (to keep the cutting edge sharp) --
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) --
Does facebook matter? (to marketers) --
Living and working in web 4.0 (it's right around the corner).
Responsibility: Larry Weber.

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