SKOLKOVO Library

SKOLKOVO School of Management

Normal view MARC view ISBD view

Marketing to the social web : how digital customer communities build your business / Larry Weber.

By: Weber, Larry.
Publisher: Hoboken, NJ : John Wiley & Sons, c2009Edition: 2nd ed.Description: xvii, 246 p. ; 24 cm.ISBN: 9780470410974; 0470410973.Subject(s): Internet marketing | Online social networksDDC classification: 658.8/72
Contents:
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 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 involvement with new tools, techniques (to keep the cutting edge sharp) -- 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) -- Does facebook matter? (to marketers) -- Living and working in web 4.0 (it's right around the corner).
Tags from this library: No tags from this library for this title.
Item type Current location Call number Copy number Status Date due Barcode Item holds
Book SKOLKOVO Library
Shelves 		HF5415.1265 .W43 (Browse shelf) 1 Available 2000000817
Total holds: 0
Browsing SKOLKOVO Library Shelves , Shelving location: Shelves Close shelf browser
HF5415.1265 .S433 How to win sales & influence spiders : HF5415.1265 .S77 E-marketing / HF5415.1265 .T53 Twitter marketing : HF5415.1265 .W43 Marketing to the social web : HF5415.1265 .Z56 Web marketing for dummies / HF5415.127 .B57 2012 The growth drivers : HF5415.127 .C34 Lifestyle market segmentation /

Includes bibliographical references (p. 231-238) and index.

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 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 involvement with new tools, techniques (to keep the cutting edge sharp) -- 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) -- Does facebook matter? (to marketers) -- Living and working in web 4.0 (it's right around the corner).

There are no comments for this item.

Log in to your account to post a comment.