Marketing to the social web how digital customer communities build your business
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
Hoboken, NJ :
John Wiley & Sons
cop. 2009
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| Edición: | 2nd ed |
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991006048639708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- 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).
