| ||||||||||||
Product Details
Would you like to update product info or give feedback on images?
|
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
|
Most Helpful Customer Reviews
4.0 out of 5 stars
Engage customers, and build customer communities using Social Media,
By Usha (Boston MA) - See all my reviews
This review is from: Marketing to the Social Web (Hardcover)
EXECUTIVE SUMMARY: I highly recommend this book to marketers and companies who plan to move away from traditional marketing and enter into new social media marketing. This book will help marketers and their companies understand how to a) engage customers, and b) build customer communities. However, I would have liked a deeper look at: 1) how companies can measure the influence and effectiveness of their social media campaigns; and 2) how one converts social conversations and relationships in leads and revenue.
DETAILED BOOK REVIEW: Overview Summary: In his book, Larry gives us a picture of: ' how social media evolved ' what social media looks like ' how businesses should use social media, and ' where social media is going Essentially this book is divided into two parts - part 1 introduces us to the new world of unpaid media created by individuals or enterprises on the web, where user controls the message. Part 2 of this book is all about the seven steps and four platforms to harness the power of marketing to the social web. Chapters 5-11 form the core content of the book. Part 1 Summary: Author begins by emphasizing on how customers are in control of what they read, hear and watch in this period of marketing using social web. Customers are not only talking to other people but want marketers to listen to them. The role of marketers is changing - it's not anymore about talking at customers and prospects. It's about creating and engaging with communities. Now, companies are gauging brand equity not by static measures such as brand recall but by dynamic measures such as customer WOM. Google is quoted as a good example of living brand that fosters dialogue. Next, the author talks about 12 ways that new marketing differs from old marketing; and provides a detailed approach on what Ford could do if it were planning to market to the social web. Finally, author talks about the importance of having a dialogue with customers and seeking their comments/feedback in products/services. Examples are provided to state the fact that companies cannot avoid negative feedback - such as how Jeff Jarvis's Buzz Machine became the key online source of those who have a negative perception of Dell's customer service. Part 2 Summary: Step #1 in understanding the social web for the marketer is "observation" - who is saying what and which customer group they represent. The author suggests us to look at one or two websites outside of your direct competitive set with an eye toward identifying best practices in managing digital conversations. Best practices of how Oracle's `John Blade' and `Ask Anna' have used social media to communicate compelling product information in the digital world are quoted in this book. Step #2 - recruiting to the social web consists of two toolkits. First, digital media marketing creates branded community-based destinations (webisodes, microsites, contests) and invites people to come to them through sources like company's current mailing list; buying from a research panel company; and through paid advertising (google). The second, digital media relations goal is to engage in & influence conversation in online spheres like reputation aggregators, blogs, e-communities, and social networks. Step #3 talks about choosing and using appropriate conduit strategies such as reputation aggregators/searching (google, ask), blogs, e-communities (iVillage), and social networks (facebook, MySpace) that you can use to communicate your platform. Step #4 emphasizes that the high-level part of a branding dialogue is to engage your communities in conversations by showing/talking what your company cares about from a social, moral, and ethical nature (e.g. Stonyfield); and doing everyday work of carrying the dialogue with your customers. Step #5 is about clarifying your objectives (awareness generation, lead generation) before starting to measure the payoff for marketing to the social web. Step #6 is about promoting your community by first identifying the online communities in which your key constituents are active; and then to say something that users are actually going to find appealing and valuable. The author also presents multimedia outreach as a great way to promote and build your community by combining television, print advertising, and a variety of social web tools. Finally, step #7 talks about how marketing to social web is a journey and that its important to continuously keep a check on quality of your site; improve community benefits by extending websites reach & impact; and to continually introduce innovative improvements to remain relevant to your community.
Share your thoughts with other customers: Create your own review
|
|
Tag this product(What's this?)Think of a tag as a keyword or label you consider is strongly related to this product.
Tags will help all customers organize and find favorite items. |
