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

Foreword Jimmy Wales ix

Preface xiii

Acknowledgments xvii

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) 3

Chapter 2 Community and Content: The Marketer’s New Job (Or How to Cut Your Marketing Budget and Reach More People) 19

Chapter 3 Making the Transition to the Social Web (First Change Your Mindset) 33

Chapter 4 How to Let Customers Say What They Really Think (And Keep Your Job) 51

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) 65

Chapter 6 Step Two: Recruit Community Members (With a New Toolbox and Your Own Marketing Skills) 77

Chapter 7 Step Three: Evaluate Online Conduit Strategies (And Don’t Forget Search) 89

Chapter 8 Step Four: Engage Communities in Conversation (To Generate Word of Mouse) 97

Chapter 9 Step Five: Measure Involvement With New Tools, Techniques (To Keep the Cutting Edge Sharp) 113

Chapter 10 Step Six: Promote Your Community to the World (Get ’Em Talking and Clicking) 127

Chapter 11 Step Seven: Improve the Community’s Benefits (Don’t Just Set It and Forget It) 139

Part III Making Use of the Four Online Conduit Strategies

Chapter 12 The Reputation Aggregator Strategy (We’re Number One!) 155

Chapter 13 The Blog Strategy (Everybody’s Talking at Me) 167

Chapter 14 The E-Community Strategy (Go to Their Party or Throw Your Own) 183

Chapter 15 The Social Networks Strategy (Connecting with a Click) 193

Chapter 16 Does Facebook Matter? (To Marketers?) 207

Chapter 17 Living and Working in Web 4.0 (It’s Right Around the Corner) 219

Notes 231

Index 239