| 紀錄類型: |
書目-語言資料,印刷品
: Monograph/item
|
| 杜威分類號: |
658.872 |
| 書名/作者: |
Marketing to the social web : how digital customer communities build your business/ Larry Weber. |
| 作者: |
Weber, Larry. |
| 出版者: |
Hoboken, NJ : John Wiley & Sons, 2009. |
| 面頁冊數: |
xvii, 246 p.; 24 cm. |
| 標題: |
Internet marketing. |
| 標題: |
Online social networks. |
| ISBN: |
9780470410974 (hbk.) |
| 書目註: |
Includes bibliographical references (p. 231-238) and index. |
| 內容註: |
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). |