Marketing to the Social Web
How Digital Customer Communities Build Your Business
Published on 28. September 2007
240 pages
978-0-470-17737-2 (ISBN)
Description
Praise for Marketing to the Social Web
"Weber understands that the world is going digital and thatcompetitive advantage will accrue to those who understand thetransformation. CEOs should heed this transformation and learn fromWeber's insights how to navigate this new landscape to fullymaximize their business opportunities."
-Mark Fuller, Chairman, Monitor Group
"Consumers are using technology to grab power from companies, themedia, and the government. Marketing to the Social Web succinctlyoutlines how institutions can survive and win in this chaotic newworld, and lays out the revised rules of engagement-ignore them atyour peril."
-George F. Colony, CEO, Forrester Research, Inc.
"Larry has brought pragmatic and useful recommendations to helpbrand builders manage the complexity of social interaction in adigital age. I was pleased to read a book that actually suggestshow to do something with social networks, instead of just ponderthem."
-David Kenny, Chairman and Chief Executive Officer, DigitasInc.
"Where's the allure of social 2.0? Brands can talk . . . customerstalk louder! Digital influence has arrived."
-Jeff Taylor, CEO, Eons and Founder of Monster.com
"Larry Weber provides a simple and effective roadmap of the newcustomer information highway. Marketing to the Social Web is avaluable tool that will give everyone the confidence and know-howto compete in this fast-growing marketplace of ideas."
-Steve Harris, Vice President, Global Communications, GeneralMotors Corporation
"As all lines and boundaries are washed away by the Web, Weberdescribes how to become part of the sea versus the sand."
-Nicholas Negroponte, Chairman, One Laptop per Child
"Weber understands that the world is going digital and thatcompetitive advantage will accrue to those who understand thetransformation. CEOs should heed this transformation and learn fromWeber's insights how to navigate this new landscape to fullymaximize their business opportunities."
-Mark Fuller, Chairman, Monitor Group
"Consumers are using technology to grab power from companies, themedia, and the government. Marketing to the Social Web succinctlyoutlines how institutions can survive and win in this chaotic newworld, and lays out the revised rules of engagement-ignore them atyour peril."
-George F. Colony, CEO, Forrester Research, Inc.
"Larry has brought pragmatic and useful recommendations to helpbrand builders manage the complexity of social interaction in adigital age. I was pleased to read a book that actually suggestshow to do something with social networks, instead of just ponderthem."
-David Kenny, Chairman and Chief Executive Officer, DigitasInc.
"Where's the allure of social 2.0? Brands can talk . . . customerstalk louder! Digital influence has arrived."
-Jeff Taylor, CEO, Eons and Founder of Monster.com
"Larry Weber provides a simple and effective roadmap of the newcustomer information highway. Marketing to the Social Web is avaluable tool that will give everyone the confidence and know-howto compete in this fast-growing marketplace of ideas."
-Steve Harris, Vice President, Global Communications, GeneralMotors Corporation
"As all lines and boundaries are washed away by the Web, Weberdescribes how to become part of the sea versus the sand."
-Nicholas Negroponte, Chairman, One Laptop per Child
More details
Other editions
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03/2009
2nd Edition
Wiley
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Book
07/2007
1st Edition
Wiley
€19.90
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Person
Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation's largest interactive advocacy association.
Content
PREFACE.
ACKNOWLEDGMENTS.
PART I: PANDEMONIUM: THE LANDSCAPE OF THE SOCIAL WEB.
Chapter 1. The Web Is Not a Channel (And You're an Aggregator,Not a Broadcaster).
Chapter 2. Community and Content: The Marketer's New Job (Or Howto Cut Your Marketing Budget and Reach More People).
Chapter 3. Making the Transition to the Social Web (First ChangeYour Marketing Mindset).
Chapter 4. How to Let Customers Say What They Really Think (AndKeep Your Job).
PART II: SEVEN STEPS TO BUILD YOUR OWN CUSTOMERCOMMUNITY.
Chapter 5. Step One: Observe and Create a Customer Map(Otherwise, You Can't Get There from Here).
Chapter 6. Step Two: Recruit Community Members (With a NewToolbox and Your Own Marketing Skills).
Chapter 7. Step Three: Evaluate Online Conduit Strategies (AndDon't Forget Search).
Chapter 8. Step Four: Engage Communities in Conversation (ToGenerate Word of Mouse).
Chapter 9. Step Five: Measure the Community's Involvement(Who, What, Where, When, Why, and How).
Chapter 10. Step Six: Promote Your Community to the World (Get'Em Talking and Clicking).
Chapter 11. Step Seven: Improve the Community's Benefits(Don't Just Set It and Forget It).
PART III: MAKING USE OF THE FOUR ONLINE CONDUITSTRATEGIES.
Chapter 12. The Reputation Aggregator Strategy (We'reNumber One!)
Chapter 13. The Blog Strategy (Everybody's Talking atMe).
Chapter 14. The E-Community Strategy (Go to Their Party or ThrowYour Own).
Chapter 15. The Social Networks Strategy (Connecting with aClick).
Chapter 16. Living and Working in Web 4.0 (It's RightAround the Corner).
NOTES.
INDEX.
ACKNOWLEDGMENTS.
PART I: PANDEMONIUM: THE LANDSCAPE OF THE SOCIAL WEB.
Chapter 1. The Web Is Not a Channel (And You're an Aggregator,Not a Broadcaster).
Chapter 2. Community and Content: The Marketer's New Job (Or Howto Cut Your Marketing Budget and Reach More People).
Chapter 3. Making the Transition to the Social Web (First ChangeYour Marketing Mindset).
Chapter 4. How to Let Customers Say What They Really Think (AndKeep Your Job).
PART II: SEVEN STEPS TO BUILD YOUR OWN CUSTOMERCOMMUNITY.
Chapter 5. Step One: Observe and Create a Customer Map(Otherwise, You Can't Get There from Here).
Chapter 6. Step Two: Recruit Community Members (With a NewToolbox and Your Own Marketing Skills).
Chapter 7. Step Three: Evaluate Online Conduit Strategies (AndDon't Forget Search).
Chapter 8. Step Four: Engage Communities in Conversation (ToGenerate Word of Mouse).
Chapter 9. Step Five: Measure the Community's Involvement(Who, What, Where, When, Why, and How).
Chapter 10. Step Six: Promote Your Community to the World (Get'Em Talking and Clicking).
Chapter 11. Step Seven: Improve the Community's Benefits(Don't Just Set It and Forget It).
PART III: MAKING USE OF THE FOUR ONLINE CONDUITSTRATEGIES.
Chapter 12. The Reputation Aggregator Strategy (We'reNumber One!)
Chapter 13. The Blog Strategy (Everybody's Talking atMe).
Chapter 14. The E-Community Strategy (Go to Their Party or ThrowYour Own).
Chapter 15. The Social Networks Strategy (Connecting with aClick).
Chapter 16. Living and Working in Web 4.0 (It's RightAround the Corner).
NOTES.
INDEX.
