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Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories, and Draw Customers Hardcover – January 7, 2010


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Editorial Reviews

From the Inside Flap

Put online word of mouth to work right away for your organization! Implementing Word of Mouth Marketing coaches you through every step, from identifying your own set of online influencers to crafting the stories that will resonate with your consumers and spreading messages through cybercitizens who are social media experts. Filled with case studies and best practices, this timely book delivers smart social media plans, relevant examples, and cost-effective tactics you can use immediately.

Written by social media expert Idil Cakim, this revolutionary book shows you how to:

  • Use the Web to find, gather, and spread information

  • Spot online conversation leaders, earn their trust, and start long-term relations with them

  • Launch word-of-mouth programs

  • Understand social and cultural trends

  • Dialogue effectively with your audience

  • Transform cybercitizens into advocates

  • Compel influencers to pass along word-of-mouth messages

  • Measure the impact of word of mouth during and after communication programs

Today, blogs and social networks are popular. Tomorrow, people will rush to more advanced online platforms. Those who can act as networking agents and harness the Internet's power in connecting people with resources will be tomorrow's success stories. Implementing Word of Mouth Marketing deftly reveals how your organization can leverage the power of online advocates to prepare, launch, and sustain successful online word-of-mouth marketing programs.

From the Back Cover

Praise for Implementing Word of Mouth Marketing

"Packed with solid and practical advice, this book presents a systematic approach to stimulating online word-of-mouth. It's insightful, readable, and, most important, useful! Read it and tell your friends."
—Emanuel Rosen, author of The Anatomy of Buzz Revisited

"Whether growing a small business, rallying the masses around a cause, or protecting an established brand's reputation, readers will find the strategies and tactics they need in this book. Cakim shows how to jump-start and fuel online word-of-mouth programs."
— Pauline Ores, Principal Consultant, Market Insights & Innovation, IBM Corporation

"Cakim gets it—and always has! Great word of mouth starts with basics like product quality and customer service. Her book is a treasure trove of 'get started now' suggestions on how to better serve consumers, and their most genuine, authentic, and meaningful stories."
—Pete Blackshaw, Executive Vice President, Digital Strategic Services, Nielsen Online

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Product Details

  • Hardcover: 224 pages
  • Publisher: Wiley; 1 edition (January 7, 2010)
  • Language: English
  • ISBN-10: 0470442557
  • ISBN-13: 978-0470442555
  • Product Dimensions: 6.4 x 0.8 x 9.3 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #1,632,863 in Books (See Top 100 in Books)

More About the Author

Idil Cakim has devised marketing and communication strategies for Fortune 500 companies and non-profit organizations for over 15 years. She is the author of the book Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers (Wiley, 2010), as well as numerous industry briefs and articles on online communications.

Cakim has been a public speaker on issues regarding word-of-mouth marketing, women and ethnic minorities' use of the Internet, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, CBS Market Watch, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, the Financial Times and the New York Times.
She regularly writes about social media trends and case studies on her blog, dotWOM (www.dotwom.com). In 2010, she was selected 'Digital Communicator of the Year' by PRNews.

Cakim is currently VP of Media Analytics at Nielsen, working with technology and telecom clients. Previously, she was a VP of Client Development at NM Incite - a Nielsen / McKinsey company, working with clients from a wide array of industries to identify, initiate and amplify business opportunities in social media. Prior to her roles at Nielsen, Cakim was a Senior Vice President in GolinHarris's digital practice and a Director of Burson-Marsteller's think tank--the Knowledge Development group.

A native of Istanbul, she holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College.

Customer Reviews

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See all 5 customer reviews
A great insight, a must read.
Hakki Ozmorali
Idil Cakim explains the fundamentals of social media in a clear and detailed way in this book.
Ozge Z. Yilmaz
Easy to understand concepts and inofrmation.
Mark

Most Helpful Customer Reviews

3 of 4 people found the following review helpful By Renan Tavukcuoglu on January 19, 2010
Format: Hardcover Verified Purchase
The name fits just perfect. Cakim's book is all about Implementing Word of Mouth Marketing. This is one of the best books I have read on the subject and the best one showing how to create and manage successful WOMM programs.

`Implementing Word of Mouth Marketing' is like a WOMM manuel with step by step instructions filled with great advice. I couldn't put down my pen from taking notes. There are insightful `tip' boxes throughout the book. I had them all typed and posted on our office wall. The `assessment worksheet' included at the end of the book provides a ready-set-go WOMM program planning and helps to tailor an error free WOMM program.

I am running a WOMM company and would like to thank Idil Cakim for the insightful ideas that inspired me and my team.

`Implementing Word of Mouth Marketing' is a must read for anyone who is in the marketing business. This book is just on time.
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1 of 1 people found the following review helpful By Hakki Ozmorali on February 17, 2010
Format: Hardcover
We know word of mouth marketing existed since the beginning. Do you want to learn how to implement it in business? With all the tools we have now on the Internet? A great insight, a must read.
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By Mark on December 30, 2012
Format: Hardcover Verified Purchase
Great book! Easy to understand concepts and inofrmation. If you are responsible from basic operations to marketing, then this book is for you. It has a big load of information about how to market your business through online channels.
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1 of 2 people found the following review helpful By Gunter Soydanbay on February 28, 2011
Format: Hardcover
I just finished reading Cakim's book. Social media strategy is not my forte, so I have been reading a lot of books in this field recently. I have to say, this was a very well-ritten book. Most of the popular books dedicate chapter after chapter to tactics such as how to open a Wordpress account, how to use Google Analytics etc... I truly believe none of those things matter unless your boss is sold on the idea of launching a social media campaign. To do that, you have to understand how word of mouth marketing works, how can it be leveraged to differentiate your brand. And Cakim's book does an exceptional job in arming you with knowledge and cases so that you can convince your superiors to invest in social media.
If you are looking for a how-to book that is full of tactics, then this book might not be right for you. But, if you are at square one and want to learn about fundamentals very well, then this is a must-have book. Cakim holds your hand and never leaves until you "get" word of mouth marketing.
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1 of 2 people found the following review helpful By Ozge Z. Yilmaz on May 11, 2010
Format: Hardcover
Idil Cakim explains the fundamentals of social media in a clear and detailed way in this book. This is a must-have not only for those who are starting out in social media, but also for those who are thinking about the future of communications. It's a great resource that explains every single current concept and tool in social media with examples. In addition to her own experience, Cakim shares great case studies. Anyone in the industry can take lessons from this book.
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