Mastering Web 2.0: Transform Your Business Using Key Website and Social Media Tools [NOOK Book]

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 ...
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Mastering Web 2.0: Transform Your Business Using Key Website and Social Media Tools

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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. She investigates the new tools of the web 2.0 world such as blogging, video casting, article and e-mail marketing, social media, search engine optimization, viral marketing and podcasts, describing how to put them all to good use, or select the most appropriate one for you.

Mastering Web 2.0 is not for techies or utopian visionaries - it's a book for the rest of us. It will help you to strip away the hype and fully grasp the powerful possibilities the internet has in store for you.
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Editorial Reviews

From the Publisher
"An invaluable instruction manual." - Midwest Book Review
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Product Details

  • ISBN-13: 9780749457518
  • Publisher: Kogan Page, Ltd.
  • Publication date: 6/3/2009
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 224
  • File size: 3 MB

Meet the Author

Susan Rice Lincoln is an experienced branding and online marketing consultant who has helped organizations of all sizes maximize the potential of their online presence.  A high-level strategist who has an in-depth understanding of the internet, her prestigious client list includes ASSA ABLOY, BBDO Advertising, Ericsson, General Foods, Gillette, L’Oreal and Nike. Also an expert in communications and consumer trends, she has helped hundreds of CEOs and marketing directors identify a clear and profitable online marketing strategy.

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Table of Contents

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

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