Weber Marketing To The Social Web Essay

Marketing Through Social Media Essay examples

3152 Words13 Pages

Widely adopted by the general public then by companies, the Internet fast imposed itself to become the archetypal media in terms of communication and search for information in all the domains today, and it is true whatever is the position of each in the society.

With the development of the Web 2.0 which made Internet participative, the Internet users are now capable of expressing themselves, interacting, and giving their opinion onto everything (products, services, brands, companies, cultural property) and on everybody, via multiple platforms on Internet. To criticize a restaurant on Cityvox, to note a seller on eBay, to denounce the actions of a brand or a company via a viral video on YouTube, to support a candidate for an election, to…show more content…

With social networks, companies can develop direct interaction with their customers and above all they can create online word of mouth with the tools providing by social networks.

The relation brand-consumer changed aspect. The brands have to watch henceforth what people say of them on these social media and to begin the dialogue with their consumers to make sure to keep a good "e-reputation" and to enter a relational optics with their customers. But they can also benefit from these digital social networks to try to create consumers' community on-line "ambassadors" around them, to federate them and to develop loyalty of them thanks to a communication and specific tools.

It is advisable, at first, to draw up a report of the uses of the Web 2.0, then it is essential to identify what a social network is. Finally, an analyse of the personal and organisational consequences will be made out.

I. Web 2.0 emergence and participative Internet.

The Web became social and participative. It plays a role more and more important in the funnel buying, because it is frequent that customers try to make good deals by using a price comparator, by going on a site of e-commerce offering the best prices, or by consulting the opinion of Internet users about a product to facilitate the choice, in particular for strongly implied purchases which

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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)

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