《社會消費網絡營銷》

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目錄

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 40 (It’s Right Around the Corner) NOTES INDEX