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

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