3. Making the Transition to the Social Web (First Change Your Marketing Mindset)

  1. Larry Weber

Published Online: 29 NOV 2011

DOI: 10.1002/9781118258125.ch3

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

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

How to Cite

Weber, L. (2009) Making the Transition to the Social Web (First Change Your Marketing Mindset), in Marketing to the Social Web: How Digital Customer Communities Build Your Business, Second Edition, John Wiley & Sons, Inc., Hoboken, NJ, USA. doi: 10.1002/9781118258125.ch3

Publication History

  1. Published Online: 29 NOV 2011
  2. Published Print: 16 FEB 2009

ISBN Information

Print ISBN: 9780470410974

Online ISBN: 9781118258125

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Keywords:

  • social web;
  • mass marketing;
  • national television;
  • brand equity;
  • segmentation

Summary

This chapter contains sections titled:

  • The New Marketing Mindset

  • Segment by What People Do, Feel, Think

  • Communicate Interactively

  • Content Created by Customers

  • Viva Virality

  • Five Stars for Reviews

  • Advertiser and Publisher Roles: No Paper Needed

  • Strategy from the Bottom Up

  • Hierarchy: Let Users Decide

  • Test Driving the Social Web

  • Beyond Bold Moves for Ford