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01977nam a2200217 a 4500 |
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547147 |
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20171111230011.0 |
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070220s2007 nju b 001 0 eng |
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|a 9780470124178 (cloth)
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| 040 |
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|a DLC
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|a HF5415.1265
|b .W43 2007
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| 082 |
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|2 22
|a 658.8/72
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| 100 |
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|a Weber, Larry
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|a Marketing to the social web :
|b how digital customer communities build your business /
|c Larry Weber.
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| 260 |
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|a Hoboken, N.J. :
|b John Wiley & Sons,
|c c2007.
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| 300 |
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|a ix, 230 p. ;
|c 24 cm.
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| 504 |
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|a Includes bibliographical references (p. 217-222) and index.
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| 505 |
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|a 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).
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| 650 |
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|a Internet marketing
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| 650 |
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|a Online social networks
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| 952 |
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|a GrThPMO
|b 59b00f5e6c5ad17d7e5abe1b
|c 952a
|d 9528
|e HF5415.1265.W43 2007
|t 7
|x m
|z Books
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