Marketing To The Social Web pdf

Larry Weber est président de W2 Group, un écosystème numérique de sociétés de services marketing qui créent des marques, approfondissent les relations avec les clients et les partenaires et stimulent la demande de produits et de services. Les sociétés du groupe W2, dont Digital Influence Group et Racepoint Group, sont des leaders du marketing et de la communication sur les réseaux sociaux dans les médias payants et non payants. En 1987, Weber a fondé The Weber Group, qui est devenu en une décennie la plus grande société de relations publiques technologiques au monde. Le groupe de sociétés Interpublic a acheté le groupe Weber à la fin de 1996 et, au début de 2000, Weber a été nommé président et chef de la direction du groupe de services de marketing avancés d'Interpublic. Weber est co-fondateur et président du Massachusetts Innovation and Technology Exchange (MITX), la plus grande organisation de plaidoyer interactif au monde, et membre du comité exécutif du U.S. Council on Competitiveness. Le quatrième livre de Weber, Everywhere: Comprehensive Digital Business Strategy for the Social Media Era, a été publié en mars 2011.

Marketing To The Social Web pdf par Larry Weber

An updated and expanded Second Edition of the popular guide to social media for the business community
Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web, Second Edition helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth.
Rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media.
In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future.
Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment.
Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation’s largest interactive advocate association.