Marketing to the Social Web: How Digital Customer Communities Build Your Business

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Marketing to the Social Web: How Digital Customer Communities Build Your Business (eBook) Pub. Date: 3/27/2009 Publisher: Wiley, John & Sons, Incorporated
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Marketing to the Social Web: How Digital Customer Communities Build Your Business (Second) Pub. Date: 2/24/2009 Publisher: Wiley, John & Sons, Incorporated

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Marketing to the Social Web: How Digital Customer Communities Build Your Business (ANN) Pub. Date: 6/22/2007 Publisher: Wiley, John & Sons, Incorporated

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Overview

Praise for the First Edition of MARKETING TO THE SOCIAL WEB:

"We've been liberated! Communicating with existing and potential customers used to mean one-way broadcasts of your company's product messages—'buy buy buy' we all said. But Marketing to the Social Web enables smart marketers to communicate in a much better way: by creating compelling content that people actually want to consume and interact with. Larry Weber knows his stuff—he's been part of this revolution from the beginning."
—David Meerman Scott, bestselling author of The New Rules of Marketing and PR

"I was pleased to read a book that actually suggests how to do something with social networks, instead of just ponder them. Larry's pragmatic and useful recommendations will help brand builders manage the complexity of social interaction in a digital age."
—David Kenny, Chairman and CEO, Digitas, Inc.

"Consumers are using technology to grab power from companies, the media, and the government. Marketing to the Social Web succinctly outlines the revised rules of engagement."
—George F. Colony, CEO, Forrester Research, Inc.

"Most marketers are fascinated by, yet apprehensive of the new power of customers as they organize on the social Web. Larry Weber walks you through the mindset, strategies, and tools needed to succeed in this new environment."
—Charlene Li, coauthor of Groundswell

"Weber provides a simple and effective road map of the new customer information highway. Marketing to the Social Web is a valuable tool that will give everyone the confidence and know-how to compete in this fast-growing marketplace of ideas and conversation."
—Steve Harris, Vice President, Global Communications, General Motors Corporation

"As all lines and boundaries are washed away by the Web, Weber describes how to become part of the sea versus the sand."
—Nicholas Negroponte, Chairman, One Laptop Per Child

Product Details

ISBN-13: 9780470410974
Publisher: Wiley, John & Sons, Incorporated
Publication date: 2/24/2009
Edition description: Second
Edition number: 2
Pages: 272
Sales rank: 698,167
Product dimensions: 6.10 (w) x 9.10 (h) x 1.30 (d)

Meet the Author

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 advocate association.

Foreword Jimmy Wales Wales, Jimmy

Pt. I Pandemonium: The Landscape of the Social Web

Ch. 1 The Web Is Not a Channel (And You're an Aggregator, Not a Broadcaster) 3

Ch. 2 Community and Content: The Marketer's New Job (Or How to Cut Your Marketing Budget and Reach More People) 19

Ch. 3 Making the Transition to the Social Web (First Change Your Mindset) 33

Ch. 4 How to Let Customers Say What They Really Think (And Keep Your Job) 51

Pt. II Seven Steps to Build Your Own Customer Community

Ch. 5 Step One: Observe and Create a Customer Map (Otherwise You Can't Get There from Here) 65

Ch. 6 Step Two: Recruit Community Members (With a New Toolbox and Your Own Marketing Skills) 77

Ch. 7 Step Three: Evaluate Online Conduit Strategies (And Don't Forget Search) 89

Ch. 8 Step Four: Engage Communities in Conversation (To Generate Word of Mouse) 97

Ch. 9 Step Five: Measure Involvement With New Tools, Techniques (To Keep the Cutting Edge Sharp) 113

Ch. 10 Step Six: Promote Your Community to the World (Get 'Em Talking and Clicking) 127

Ch. 11 Step Seven: Improve the Community's Benefits (Don't Just Set It and Forget It) 139

Pt. III Making Use of the Four Online Conduit Strategies

Ch. 12 The Reputation Aggregator Strategy (We're Number One!) 155

Ch. 13 The Blog Strategy (Everybody's Talking at Me) 167

Ch. 14 The E-Community Strategy (Go to Their Party or Throw Your Own) 183

Ch. 15 The Social Networks Strategy (Connecting with a Click) 193

Ch. 16 Does Facebook Matter? (To Marketers?) 207

Ch. 17 Living and Working in Web 4.0 (It's Right Around the Corner) 219

Notes 231

Index 239

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RolfDobelli

Posted December 9, 2008

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Marketing guide for online communities

At first glance, this is yet another cover of a familiar tune: Get online because it is the next big thing! Hurry, hurry! However, within a few pages author Larry Weber introduces the one thing missing from most of these refrains: hard data. He provides statistics that document precisely how the marketing landscape is changing, then goes on to analyze what this information means for business. Almost as refreshing, Weber is careful to point out where information does not exist, often calling for new metrics or a software tool that will give statistical substance to the visceral understanding of Web-savvy marketers. Weber reviews case studies that demonstrate approaches that have worked, as well as some glorious and instructive failures. He builds on these to develop a set of principles and tactics readers can use to develop a realistic strategy for online marketing. getAbstract recommends his book to established businesses that wish to get into online marketing and to all would-be Internet entrepreneurs.

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