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Marketing to the social web : how digital customer communities build your busine
Weber, Larry.
Adult Nonfiction HF5415.1265 .W43 2007

Comments  Summary  Contents  Author Notes

Part I - Pandemonium: The Landscape of the Social Web
Chapter 1 - The Web Is Not a Channel (And Youa??re an Aggregator, Not a Broadcaster)
Chapter 2 - Community and Content: The Marketera??s New Job (Or How to Cut Your Marketing Budget and Reach More People)
Chapter 3 - Making the Transition to the Social Web (First Change Your Marketing Mindset)
Chapter 4 - How to Let Customers Say What They Really Think (And Keep Your Job)
Part II - Seven Steps to Build Your Own Customer Community
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 New Toolbox and Your Own Marketing Skills)
Chapter 7 - Step Three: Evaluate Online Conduit Strategies (And Don't Forget Search)
Chapter 8 - Step Four: Engage Communities in Conversation (To Generate 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 Communitya??s Benefits (Don't Just Set It and Forget It)
Part III - Making Use of the Four Online Conduit Strategies
Chapter 12 - The Reputation Aggregator Strategy (We're Number One!)
Chapter 13 - The Blog Strategy (Everybody's Talking at Me)
Chapter 14 - The E-Community Strategy (Go to Their Party or Throw Your Own)
Chapter 15 - The Social Networks Strategy (Connecting with a Click)
Chapter 16 - Living and Working in Web l4.0

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