Marketing to the Social Web (eBook)

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 advocacy association.

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.

"...outstanding book...an intelligent, accessible guide to
a new world." (The Marketer; Chartered Institute of
Marketing, October 2007)