****APOLOGIES FOR RECEIPT OF DUPLICATE POSTINGS****
Colleagues/
New Book OF Potential Interest
_Marketing to the Social Web: How Digital Customer
Communities Build Your Business_
by Larry Webber
[John Wiley & Sons, 2007 | ISBN: 978-0-470-12417-8 | 230
p. | $ 24.95]
Today, marketing is exploding with possibilities and
complexities as it reaches out into new forms, media, and
models. Marketers have an exceptional opportunity to use
these new tools and models to reach new markets, even in a
fragmented media market. Marketing to the Social Web helps
marketers and their companies understand the context of the
new marketing, and prioritize what they need to do to build
customer communities and maximize profit in a time of
marketing confusion. Larry Weber presents specific ideas to
find and engage customers, describes newly available tools
and platforms, and shows readers how to apply them to see
immediate results.
[ http://onlinesocialnetw
orks.blogspot.com/2007/08/marketing-to-social-web-how-digita
l.html ]
TABLE OF CONTENTS
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 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).
NOTES.
INDEX.
SAMPLE TEXT
INDEX TEXT
/Gerry
Gerry McKiernan
Associate Professor
Science and Technology Librarian
Iowa State University Library
Ames IA 5011
!!! Social Networking is People !!!
[ ht
tp://www.facebook.com/p/Gerry_McKiernan/16926735 ]
Iowa: Where the Tall Corn Flows and the (North)West Wind
Blows ...
[ http://al
ternativeenergyblogs.blogspot.com/ ]
____
2007 ASIS&T Annual Meeting
Joining Research and Practice: Social Computing
and Information Science,
October 19-24, in Milwaukee
Plenaries: Anthea Stratigos, Outsell (research and advisory
firm)
Clifford Lynch, Coalition for Networked Information
http://www.asis
.org/Conferences/AM07/
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