Marketing To The Social Web: How Digital Customer Communities Build Your Business, 2Nd Edition 9780470410974 fb2 pdf azw3 网盘 rtf 免费 下载 txt

　　PraisefortheFirstEditionofMARKETINGTOTHESOCIALWEB:"We'vebeenliberated!Communicatingwithexistingandpotentialcustomersusedtomeanone-waybroadcastsofyourcompany'sproductmessages—'buybuybuy'weallsaid.ButMarketingtotheSocialWebenablessmartmarketerstocommunicateinamuchbetterway:bycreatingcompellingcontentthatpeopleactuallywanttoconsumeandinteractwith.LarryWeberknowshisstuff—he'sbeenpartofthisrevolutionfromthebeginning."—DavidMeermanScott,bestsellingauthorofTheNewRulesofMarketingandPR"Iwaspleasedtoreadabookthatactuallysuggestshowtodosomethingwithsocialnetworks,insteadofjustponderthem.Larry'spragmaticandusefulrecommendationswillhelpbrandbuildersmanagethecomplexityofsocialinteractioninadigitalage."—DavidKenny,ChairmanandCEO,Digitas,Inc."Consumersareusingtechnologytograbpowerfromcompanies,themedia,andthegovernment.MarketingtotheSocialWebsuccinctlyoutlinestherevisedrulesofengagement."—GeorgeF.Colony,CEO,ForresterResearch,Inc."Mostmarketersarefascinatedby,yetapprehensiveofthenewpowerofcustomersastheyorganizeonthesocialWeb.LarryWeberwalksyouthroughthemindset,strategies,andtoolsneededtosucceedinthisnewenvironment."—CharleneLi,coauthorofGroundswell"Weberprovidesasimpleandeffectiveroadmapofthenewcustomerinformationhighway.MarketingtotheSocialWebisavaluabletoolthatwillgiveeveryonetheconfidenceandknow-howtocompeteinthisfast-growingmarketplaceofideasandconversation."—SteveHarris,VicePresident,GlobalCommunications,GeneralMotorsCorporation"AsalllinesandboundariesarewashedawaybytheWeb,Weberdescribeshowtobecomepartoftheseaversusthesand."—NicholasNegroponte,Chairman,OneLaptopPerChild

Foreword (Jimmy Wales).   Preface.  

Acknowledgments.  

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 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 Involvement With New Tools,

Techniques (To Keep the Cutting Edge Sharp).  

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. Does Facebook Matter? (To Marketers?)  

Chapter 17. Living and Working in Web 4.0 (It's Right Around the

Corner).   Notes.   Index.

　　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 advocate association.

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　　"Move over, Austen--and Austin. Prodigiously comprehensive and engagingly presented, Beaver and Clark's rich and subtle study of focus is essential reading on intonational meaning, scalar particles, implicature, presupposition, polarity licensing, and alternative semantics. This is sensitivity training of the highest order." Laurence Horn, Yale University "Sense and Sensitivity merits a close reading by anyone interested in contemporary pragmatic theory. It is clearly written and accessible, and offers a carefully reasoned case for lexical sensitivity to focus. Beaver and Clark's thesis is sure to serve as a touchstone for further work on the subject." Craige Roberts, Ohio State University "Move over, Austen––and Austin. Prodigiously comprehensive and engagingly presented, Beaver and Clark′s rich and subtle study of focus is essential reading on intonational meaning, scalar particles, implicature, presupposition, polarity licensing, and alternative semantics. This is sensitivity training of the highest order."–Laurence Horn, Yale University"Sense and Sensitivity merits a close reading by anyone interested in contemporary pragmatic theory. It is clearly written and accessible, and offers a carefully reasoned case for lexical sensitivity to focus. Beaver and Clark′s thesis is sure to serve as a touchstone for further work on the subject."–Craige Roberts, Ohio State University

书籍介绍

An updated and expanded Second Edition of the popular guide to social media for the business community Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter–ing, social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web, Second Edition 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 you how to apply them to see immediate results and growth. Rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media. In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future. Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today′s fragmented media environment. 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 advocate association.