Marketing to the Social Web: How Digital Customer Communities Build Your Business, 2nd Edition

**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.Content: Chapter 1 The Web is Not a Channel (And You're an Aggregator, Not a Broadcaster) (pages 2–18): Chapter 2 Community and Content: The Marketer's New Job (Or How to Cut Your Marketing Budget and Reach More People) (pages 19–32): Chapter 3 Making the Transition to the Social Web (First Change Your Marketing Mindset) (pages 33–49): Chapter 4 How to Let Customers Say What They Really Think (And Keep Your Job) (pages 51–62): Chapter 5 Step One: Observe and Create a Customer Map (Otherwise You Can't Get There from Here) (pages 64–76): Chapter 6 Step Two: Recruit Community Members (With a New Toolbox and Your Own Marketing Skills) (pages 77–87): Chapter 7 Step Three: Evaluate Online Conduit Strategies (And Don't Forget Search) (pages 89–96): Chapter 8 Step Four: Engage Communities in Conversation (To Generate Word of Mouse) (pages 97–112): Chapter 9 Step Five: Measure Involvement With New Tools, Techniques (To Keep the Cutting Edge Sharp) (pages 113–125): Chapter 10 Step Six: Promote Your Community to the World (Get 'Em Talking and Clicking) (pages 127–138): Chapter 11 Step Seven: Improve the Community's Benefits (Don't Just Set it and Forget It) (pages 139–151): Chapter 12 The Reputation Aggregator Strategy (We're Number One!) (pages 154–166): Chapter 13 The Blog Strategy (Everybody's Talking at Me) (pages 167–182): Chapter 14 The E?Community Strategy (Go to Their Party or Throw Your Own) (pages 183–191): Chapter 15 The Social Networks Strategy (Connecting with a Click) (pages 193–206): Chapter 16 Does Facebook Matter? (To Marketers?) (pages 207–217): Chapter 17 Living and Working in Web 4.0 (It's Right Around the Corner) (pages 219–230): MARKETING TO THE SOCIAL WEB: How Digital Customer Communitites Build Your Business......Page 1 CONTENTS......Page 9 FOREWORD......Page 11 PREFACE......Page 15 ACKNOWLEDGMENTS......Page 19 PART I: Pandemonium: The Landscape of the Social Web......Page 21 CHAPTER 1: The Web Is Not a Channel......Page 23 Pandemonium in Media and Markets......Page 28 From Broadcasters to Aggregators......Page 30 The Web Is Not a Channel......Page 31 Four Generations of the Web......Page 33 CHAPTER 2: Community and Content: The Marketer’s New Job......Page 39 Who’s Really in Control Here?......Page 41 Marketing’s Role Has Changed......Page 44 Opportunities to Achieve Community......Page 47 New Rules of Engagement......Page 49 CHAPTER 3: Making the Transition to the Social Web......Page 53 The New Marketing Mindset......Page 56 Segment by What People Do, Feel, Think......Page 57 Communicate Interactively......Page 59 Content Created by Customers......Page 60 Viva Virality......Page 61 Five Stars for Reviews......Page 62 Advertiser and Publisher Roles: No Paper Needed......Page 63 Hierarchy: Let Users Decide......Page 64 Test Driving the Social Web......Page 66 Beyond Bold Moves for Ford......Page 68 CHAPTER 4: How to Let Customers Say What they Really Think......Page 71 Learning to Let Go......Page 72 Learning to Listen......Page 74 Comments as Early Warning Signs......Page 76 Complaints, Complaints......Page 78 What about Legal Issues?......Page 79 PART II: Seven Steps to Build Your Own Customer Community......Page 83 CHAPTER 5: Step One: Observe and Create a Customer Map......Page 85 Steps to Marketing on the Social Web......Page 86 Look Who’s Talking......Page 88 You Need a Business Goal......Page 89 Define the Target Audience and Speak Their Language......Page 90 Look for Best Practice Examples......Page 91 Select Key Words and Begin to Search......Page 92 Create a Customer Map......Page 95 CHAPTER 6: Step Two: Recruit Community Members......Page 97 Recruit as if Your Business Depends on It......Page 98 Bring a New Toolkit to the Job......Page 99 Send Out Your Invitations......Page 100 Create That Community Feeling......Page 102 Build on Existing Sites and Communities......Page 105 Feel the Momentum......Page 106 CHAPTER 7: Step Three: Evaluate Online Conduit Strategies......Page 109 This Way to the Conduit......Page 110 Searching, Searching......Page 112 More about Blogs......Page 113 Welcome to the E-Community......Page 115 Tap into Social Networks......Page 116 CHAPTER 8: Step Four: Engage Communities in Conversation......Page 117 Bubbly Conversation......Page 118 A Brand Is a Dialogue......Page 119 Making Customers Part of the Brand......Page 122 Too Much of a Good Thing......Page 125 Ten Rules for Private Communities......Page 126 How Do You Pay for It All?......Page 131 CHAPTER 9: Step Five: Measure Involvement with New Tools, Techniques......Page 133 On the Path to Payoff......Page 134 The One-Two Punch......Page 136 It’s All about the Data......Page 137 Listen, Engage, Measure......Page 139 Evidence of and Quality of Community......Page 141 It’s Not All Milk and Cookies......Page 142 CHAPTER 10: Step Six: Promote Your Community to the World......Page 147 What If: Aéropostale......Page 148 Now for a Real Example......Page 150 The Little Web Site and How It Grew......Page 152 One Size Doesn't Fit All......Page 154 Outside Expertise......Page 155 Multimedia Outreach......Page 156 What about Friendster?......Page 159 Job One: Quality......Page 162 A Case in Point......Page 163 Gather Ideas......Page 165 The Improvement Imperative......Page 166 Reality Check......Page 169 PART III: Making Use of the Four Online Conduit Strategies......Page 173 CHAPTER 12: The Reputation Aggregator Strategy......Page 175 Everybody Loves Search......Page 176 What Am I Bid for “Laptop”?......Page 177 Ready for Landing......Page 180 Don’t Ask Jeeves, Just Ask......Page 181 Beyond Plain Vanilla Search......Page 182 More Flavors of Search......Page 184 CHAPTER 13: The Blog Strategy......Page 187 Blogs Go Big-Time......Page 189 So Why Get Blogging?......Page 191 Get Your People Blogging......Page 192 You Do Want to Hear the Bad News......Page 195 Rules for Employees Who Blog......Page 197 Blog or Tweet?......Page 198 Now Listen up! Podcasting Is Here (Vodcasting Too)......Page 200 CHAPTER 14: The E-Community Strategy......Page 203 Inside the Parenting E-Communities......Page 204 Electrons Beat Paper and Ink......Page 206 What’s in It for You?......Page 207 Throw Your Own Party......Page 208 E-Communities Expand the World......Page 209 Add Your Voice......Page 210 CHAPTER 15: The Social Networks Strategy......Page 213 Everything Old Is New Again......Page 215 Click and Connect......Page 216 Think Interests, Not Just Demographics......Page 218 Focus on Focused Social Networks......Page 219 A Slow Build, Not a Quick Transaction......Page 221 Organizing for the Social Web......Page 224 CHAPTER 16: Does Facebook Matter?......Page 227 Getting Started on Facebook......Page 229 Let’s Talk Turkey and Tea......Page 231 Doing Business on Facebook......Page 234 Don’t Stifle the Dialogue......Page 236 CHAPTER 17: Living and Working in Web 4.0......Page 239 Welcome to the Emotive Web......Page 240 Where Is Television Going?......Page 242 In-Home Goes Out-of-Home......Page 243 Where Are Newspapers Going?......Page 245 Where is the Social Web Going?......Page 247 This Is Only the Beginning......Page 249 NOTES......Page 251 INDEX......Page 259 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. This is 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 This Work Helps Marketers And Their Companies Understand The Context Of Marketing Today, And Prioritize What They Need To Do To Build Customer Communities And Maximize Profit In A Time Of Marketing Confusion. 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). Larry Weber. Includes Bibliographical References (pages 231-238) And Index. The first edition of Marketing to the Social Web has become one of the strongest titles in the market place on the hot topic of social media. Three new chapters, and additional updates to this second edition will enable the book to stay relevant and compete with the growing number of business books on social media and marketing.