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Mastering Web 2.0: Transform Your Business Using Key Website and Social Media Tools [NOOK Book]
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Preface xv
Introduction 1
Pearl-like possibilities in an old/new world: Managing your options as you create your web strategy
1 Social media - giving power to the people: New media which changes the communications game for ever 7
Web 2.0: defining the indefinable 7
The difference between Web 2.0 and Web 1.0 8
Social media is more about behaviour than a set of tools 8
Social media gives people power 10
What's all the fuss about? 11
Social media = community 14
2 Communicating the best and the worst: Making sure that your web strategy says something worthwhile 17
The communication paradox 17
Exciting tools don't necessarily translate into exciting communications 18
Social media is infinite 19
Moving from mass media to me media 20
You control nothing 21
Social media will turn communication on its head 22
What a new communication paradigm can bring you 22
Your messages will be better than ever 23
3 Piggies in the middle: Successfully using new internet tools while working in an old-fashioned, conservative business world 25
They're talking about a revolution 26
The hyperconnected sometimes look down on us 27
We end up being piggies in the middle 27
We will never catch up with the technology 28
4 The making of the corporation/person: How companies can transform themselves by learning how to talk and think like a human being 31
But we still feel uncomfortable 32
Who will help us get out of this mess? 33
Enter the corporation as person 33
Are you ready to move from corporation to corporation/person? 33
Social media tap into a key global trend 35
Imagine you are a psychiatrist 35
Social media is not a propagandatool 36
Authenticity is key 36
Find your true voice 36
Use trial and error 37
How a corporation/person behaves 37
Companies want to be perfect 38
Social media is like a general store 39
Examples of businesses who successfully use the new media 39
Integrating your interactive team 40
The negative aspects of social media for a corporation 40
What you need to do 42
The questions 43
No tool is a miracle worker 44
5 The grand old lady of the internet: Maximizing the potential of your website 47
What a website should be 48
Is your website a couch potato? 48
We need to ask why 48
Identify the main purpose of your website 49
Don't fill the void with bells and whistles 49
Worship words instead 50
People don't read, they scan 51
Headlines are king 51
Pull your reader seamlessly through the copy 51
Be clear and concise 52
Write in a personal way, avoiding corporate language 52
A word about design 53
Websites are for buyers, not you 54
First step? Identify your buyer personas 54
Don't let your visitors get lost 57
Design every page as if it is the first page your visitor will see 58
Be sure your first impression is a good one 59
Answer the 'What's in it for me?' question 59
Complement copy with other interactive content 60
RSS is an exciting new website tool 61
The beauty of permission marketing 64
Make a sale or capture a name 64
Develop a list of names... or they vanish forever 64
You need inbound and outbound strategies 65
Enter the e-newsletter 65
People go online to find information 66
Making a sale is not an isolated event 67
Design your website with the buying cycle in mind 67
Ask for the order; ask for action 68
Five questions which distil the online sales process 68
A list of dos and don'ts 69
Summary 70
6 Googling it: Mastering search engine optimization so that your business can stand out 71
A definition of search engine optimization 71
Search engines sit at the internet's epicentre 72
Search engines are pure magic 72
The ten most wanted spots in search engine results 72
Ignoring SEO is a big mistake 74
How search engines work 75
There are search engines... 75
...and there are directories 75
The ranking codes of search engines 76
Understanding the search engines' algorithms 76
Your success or failure rests on good keyword research 78
The magic of SEO copywriting 80
Avoid Flash 82
Submitting your site to the search engines 83
How to measure your results 84
Know when to stop 85
Summary 86
7 The forgotten magic of article marketing: Using articles to establish yourself as a thought leader 87
The concept is simple 87
Each article is your business partner 87
Article marketing benefits 88
Before you write your first article 89
Finding subjects for your article 91
Writing the article 91
How to submit articles 94
Social bookmarking can help 95
You will need to track results 96
Summary 97
8 From Citizen Kane to citizen journalists: Let the power of blogs enhance your business performance 99
Definition 99
How blogs differ from a Web 1.0 world 100
A blog is not a blog without links 100
The blogosphere is an infinite global conversation 101
There are a lot of micro-communities within the blogosphere 101
Blogs are open to the world 101
There are no editorial constraints 102
Blogs blur mainstream definitions 102
Traditional media lose control 102
Blogs bestow power 103
Twitter is the new It girl of blogging 103
Search engines love blogs 103
Why do people get involved with blogs? 104
Compare a blog with regular websites 104
The RSS factor again 105
We're getting bloggier 106
Blogging is demanding, and many give up 106
Consistency is key 107
Blogging benefits 107
Successful blogging examples 108
Then there are the failures 112
Writing hints for successful blogging 112
The problem with blogs 113
Promoting your blog 114
Looking at a blog's ROI 115
What is the reality of blogs? 115
Summary 118
9 Podcasting - a toddler with a big future: Using podcast basics to help cement customer loyalty 119
Just imagine 119
A force of the future 120
Podcast consumers are attractive advertising targets 122
A definition of podcasting 122
Choosing when and where we listen to content 124
Podcasting step by step 125
How to find podcasts 125
Moving beyond text 125
Podcasts offer powerful communication possibilities 126
Podcasting speaks directly to communities of passion 128
Podcasts greatly benefit corporations large and small 128
How to create podcast content 129
Podcasts are good for B2B... 130
...as well as for internal audiences 130
Summary 131
10 Social networking will be like air: Getting a grasp on the unavoidable, enhancing presence of social networks on the web 133
Description of a social network 134
Millions flock to social networking sites 134
Looking at a few big sites 137
Social networking benefits 140
The negatives of social networking 141
The widget phenomenon 142
The future of widgets 144
Build your own network or go with a pre-existing one? 145
How to build your own network 146
Take a cue from the US presidential campaign 146
Disappointing advertising performance of social networks 147
Social networking captures 21st-century trends 148
The next generation will be smaller and more focused 148
Communities challenge traditional thinking 149
Summary 150
11 Viral velocity: Understanding how to create a viral marketing campaign that works 151
Tiny waves on a big pond... 151
The magic of viral 152
The ultimate marketing tool 152
Viral marketing is not new 152
Hot viral marketing is getting hotter 153
What are viral marketing's benefits? 153
A word about link bait 154
The creation of a viral campaign 155
Viral products you can create 156
Why some viral campaigns work 157
Viral marketing is about emotion 157
Examples of successful viral marketing campaigns 158
Those viral campaigns that went wrong 161
The negative side of viral marketing 162
Reacting to consumer-generated viral content 164
Summary 166
12 Video opens the floodgates: Getting ready for the future of the video-based internet 167
The world is becoming video 167
Video offers the best way for you to share your image and personality 168
All the different ways video can be used on the internet 168
The video explosion 168
Video brings new dimensions to marketers and consumers alike 169
Small businesses become big with video 171
Diversity is the spice of life 172
The Blendtec example 172
Video can also be used in blogs 173
Enter YouTube 174
Mistakes to avoid with video 175
Video is popular but still relatively unusual 175
In all the video confusion, don't forget the power of the written word 175
Video boosts the trust factor 176
13 Putting the pieces of the puzzle together: Choosing the pieces of the internet puzzle which are most important for your business 177
Let's extract the essence of each tool 177
Let's look at some case studies 179
Summary 185
14 A peek at the future: Getting a handle on what is around the corner in the fast-paced, unpredictable world of the internet 187
Social media 188
Computing power 188
Artificial intelligence 189
Virtual worlds 190
The mobile web 190
Personalization 190
Broadband and Wi-Fi 191
Online video and internet TV 191
The international web 191
References 195
Index 201
Overview
Google. Amazon. Facebook. There are plenty of webtastic success stories out there, but there are also millions of companies, web sites and internet experiments floundering in cyberspace. Why should some race to glory whilst others fail to finish?Mastering Web 2.0 will help anyone, from the individual entrepreneur to organizations of any size, make sense of the confusing array of marketing options the internet has to offer. The Web is a very fragmented place, but Susan Rice Lincoln, an online branding and communications expert, pulls all the strands together to help you to make informed decisions and create an intelligent, holistic marketing strategy. ...