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Marketing to the Social Web: How Digital Customer Communities Build Your Business
Synopses & Reviews
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
Book News Annotation:
Weber provides ideas for marketing in the new environment of the social web, what he describes as a world of unpaid media created by individuals or enterprises online where they share comments and opinions on sites such as MySpace, Facebook, and Amazon. He discusses how to reach more people, changing the marketing mindset, and building a customer community by observing influential sites, recruiting people to talk about the company, evaluating platforms to use, building relevant content, measuring involvement, promoting, and making improvements. He then outlines four online strategies: the reputation aggregator strategy, blogs, e-communities, and social networks. Weber is associated with a marketing services company. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)
The future of marketing is a two-way street, not a one-way message.
Marketers must look to the Web for new ways to find and communicate with customers, rather than at them. From MySpace and YouTube to blogs, social media on the Internet is the most promising new way to reach customers.
Marketing to the Social Web helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows readers how to apply them to see immediate results and growth.
In order to use the Internet to its full marketing potential, executives must open their minds to new possibilities, embrace social change, and rethink best practices. Rather than broadcast messages to audiences, savvy marketers will participate in, organize, and encourage social networks to which people want to belong, striking up a dialog with and between customers. Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this new dialog; Marketing to the Social Web shows you how to tap into it.
Today, marketing is exploding with possibilities and complexities as it reaches out into new forms, media, and models. Marketing to the Social Web presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment.
The first edition of Marketing to the Social Web has become one of the strongly backlisting titles on the hot topic of social media. Three new chapters, and additional updates to this 2nd edition will enable the book to stay relevant and compete with the slew of business books on social media and marketing that will be releasing in the next 12 months. New chapters cover:
* Facebook: The Google Killer
This chapter will discuss how Facebook will monetize its success and eventually surpass Google. We'd be the first book to have a strategy around Facebook.
* Measuring Social Media
Explains what companies should be measuring and why (because a customer who does not buy much but influences 100 other customers may be more valuable than a customer who simply buys a lot). The chapter will also sketch the techniques and companies currently active: Nielsen BuzzMetrics, Cymfony, MotiveQuest, Biz360, Brandimensions, Umbria, and Factiva, among others.
* Marketing to Mobile Social Media
Mobile media is beginning to have its own social space, such as Mocospace and bluepulse.
About 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 advocacy association.
Table of Contents
PART I: PANDEMONIUM: THE LANDSCAPE OF THE SOCIAL WEB.
Chapter 1. The Web Is Not a Channel (And You're an Aggregator, Not a Broadcaster).
Chapter 2. Community and Content: The Marketer'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 Community'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 4.0 (It’s Right Around the Corner).
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Business » Marketing