Book Description
A smart guide to marketing in a fragmented world
Today, marketing is exploding with possibilities and complexities as it reaches out into new forms, media, and models. Marketers have an exceptional opportunity to use these new tools and models to reach new markets, even in a fragmented media market. Marketing to the Social Web helps marketers and their companies understand the context of the new marketing, and prioritize what they need to do to build customer communities and maximize profit in a time of marketing confusion. Larry Weber presents specific ideas to find and engage customers, describes newly available tools and platforms, and shows readers how to apply them to see immediate results and growth.
Larry Weber (Boston, MA) has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. --Ce texte fait référence à lédition Relié .
Today, marketing is exploding with possibilities and complexities as it reaches out into new forms, media, and models. Marketers have an exceptional opportunity to use these new tools and models to reach new markets, even in a fragmented media market. Marketing to the Social Web helps marketers and their companies understand the context of the new marketing, and prioritize what they need to do to build customer communities and maximize profit in a time of marketing confusion. Larry Weber presents specific ideas to find and engage customers, describes newly available tools and platforms, and shows readers how to apply them to see immediate results and growth.
Larry Weber (Boston, MA) has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. --Ce texte fait référence à lédition Relié .
Back Cover copy
Praise for Marketing to the Social Web
"Weber understands that the world is going digital and that competitive advantage will accrue to those who understand the transformation. CEOs should heed this transformation and learn from Weber's insights how to navigate this new landscape to fully maximize their business opportunities."
--Mark Fuller, Chairman, Monitor Group
"Consumers are using technology to grab power from companies, the media, and the government. Marketing to the Social Web succinctly outlines how institutions can survive and win in this chaotic new world, and lays out the revised rules of engagement--ignore them at your peril."
--George F. Colony, CEO, Forrester Research, Inc.
"Larry has brought pragmatic and useful recommendations to help brand builders manage the complexity of social interaction in a digital age. I was pleased to read a book that actually suggests how to do something with social networks, instead of just ponder them."
--David Kenny, Chairman and Chief Executive Officer, Digitas Inc.
"Where's the allure of social 2.0? Brands can talk . . . customers talk louder! Digital influence has arrived."
--Jeff Taylor, CEO, Eons and Founder of Monster.com
"Larry Weber provides a simple and effective roadmap of the new customer information highway. Marketing to the Social Web is a valuable tool that will give everyone the confidence and know-how to compete in this fast-growing marketplace of ideas."
--Steve Harris, Vice President, Global Communications, General Motors Corporation
"As all lines and boundaries are washed away by the Web, Weber describes how to become part of the sea versus the sand."
--Nicholas Negroponte, Chairman, One Laptop per Child --Ce texte fait référence à lédition Relié .
"Weber understands that the world is going digital and that competitive advantage will accrue to those who understand the transformation. CEOs should heed this transformation and learn from Weber's insights how to navigate this new landscape to fully maximize their business opportunities."
--Mark Fuller, Chairman, Monitor Group
"Consumers are using technology to grab power from companies, the media, and the government. Marketing to the Social Web succinctly outlines how institutions can survive and win in this chaotic new world, and lays out the revised rules of engagement--ignore them at your peril."
--George F. Colony, CEO, Forrester Research, Inc.
"Larry has brought pragmatic and useful recommendations to help brand builders manage the complexity of social interaction in a digital age. I was pleased to read a book that actually suggests how to do something with social networks, instead of just ponder them."
--David Kenny, Chairman and Chief Executive Officer, Digitas Inc.
"Where's the allure of social 2.0? Brands can talk . . . customers talk louder! Digital influence has arrived."
--Jeff Taylor, CEO, Eons and Founder of Monster.com
"Larry Weber provides a simple and effective roadmap of the new customer information highway. Marketing to the Social Web is a valuable tool that will give everyone the confidence and know-how to compete in this fast-growing marketplace of ideas."
--Steve Harris, Vice President, Global Communications, General Motors Corporation
"As all lines and boundaries are washed away by the Web, Weber describes how to become part of the sea versus the sand."
--Nicholas Negroponte, Chairman, One Laptop per Child --Ce texte fait référence à lédition Relié .
