Marketing to the Social Web 書摘

這本由 Larry Weber 撰寫的《Marketing to the Social Web-How Digital Customer Communities Build Your Business》(ISBN 978-0-470-12417-8)光看目錄就覺得標題很生動、挺有趣的。

作者在第二部份提出7步驟去建構自己的顧客社群 (SEVEN STEPS TO BUILD YOUR OWN CUSTOMER COMMUNITY )：

1. Observe and Create a Customer Map (Otherwise, You Can't Get There from Here)
2. Recruit Community Members (With a New Toolbox and Your Own Marketing Skills)
3. Evaluate Online Conduit (And Don't Forget Search)
4. Engage Communities in Conversation (To Generate Word of Mouse)
5. Measure the Community's Involvement (Who, What, Where, When, Why, and How)
6. Promote Your Community to the World (Get 'Em Talking and Clicking)
7. Improve the Community's Benefits (Don't Just Set It and Forget It)
   

作者在第三部份則提出對聚合網站 (Aggregator)、部落格 (Blog)、電子商務社群 (E-Community)、社會網絡 (Social Networks) 提出策略 (strategy)分析。

最後一章則提出 “ Web 4.0 is emotive web” 的看法。作者認為寬頻技術意味著虛擬互動的媒體、而Wi-Fi意味著隨處可上網。每個人可以依其需求、自行控制取得文字、影像、聲音內容。作者還提出：What does the emotive web mean to marketers? (p.208)

這是一個很好的思考切入點，讓我來想想...