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Implementing word of mouth marketing [[electronic resource] ] : online strategies to identify influencers, craft stories, and draw customers / / Idil Miriam Cakim
| Implementing word of mouth marketing [[electronic resource] ] : online strategies to identify influencers, craft stories, and draw customers / / Idil Miriam Cakim |
| Autore | Cakim Idil Miriam <1974-> |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : Wiley, c2010 |
| Descrizione fisica | 1 online resource (227 p.) |
| Disciplina | 658.872 |
| Soggetto topico |
Word-of-mouth advertising
Telemarketing |
| Soggetto genere / forma | Electronic books. |
| ISBN |
0-470-57308-2
1-119-20340-6 1-282-47173-2 9786612471735 0-470-57306-6 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Implementing Word of Mouth Marketing: Online Stragtegies to Identify Influencers, Craft Stories, and Draw Customers; Contents; Preface; Why the Internet Matters More Now; Why I Wrote This Book; How This Book Will Help You; What You Will Find in This Book; Acknowledgments; Part I: UNDERSTANDING ONLINE WORD OF MOUTH; Chapter 1: The Need for Word of Mouth Information; Trust in Media; The Rise of Social Media; Online Word of Mouth; Chapter 2: The Web Advantage; The Power Line; The Dell Turnaround; Thoughts on AOL; Hoboken Online
Transportation Security Administration (TSA) Hears the Laughing SquidThe Frozen Pea Fund; Helping Earthquake Victims; Tsunami Wikis; Part II: FINDING NETWORKING AGENTS; Chapter 3: How to Find Networking Agents; Assessing Online Influence; Chapter 4: Tapping into the Power of Networking Agents; Screening for Networking Agents; Building Conversation Forums; Joining Conversation Forums; Chapter 5: Earning Networking Agents' Trust; Accepting Reviews and Suggestions; Being Responsive; Providing Conversation Materials; Addressing Problems Head On; Being Available Part III: COMMUNICATING WITH NETWORKING AGENTSChapter 6: Crafting Messages for Networking Agents; Telling a Newsworthy Story; Creating an Engaging Process; Offering Value; Chapter 7: Reading the Message Environment; Tapping into the Public Sentiment; Revealing the Unknown; Challenging Status Quo; Infiltrating Networks; Following the Audience; Making It Easy to Pass Along and Share; Chapter 8: Keeping in Touch with Networking Agents; Need for Relationship Platforms; Sampling through Word of Mouth Panels; Product Development through Online Communities Fueling Word of Mouth on Popular Social NetworksCreating Multiple Touch Points; Networking on the Go; Guidelines for Long-Term Engagement; Chapter 9: Delivering on Promises to Networking Agents; Turning Negative Buzz into Positive Buzz; Online Reviews Propel Sales; Probe, Fix, and Communicate; Part IV: CREATING ONLINE WORD OF MOUTH CAMPAIGNS; Chapter 10: Helping Networking Agents Spread Your Messages; Building Online Communities; What Does Engagement Yield?; How to Maintain Online Communities; What Should the Incentive Be?; How to Quantify Success Chapter 11: Building a Social Media CampaignSet Up Shop and Create a Base in Social Media; Understand What Matters to People and Acknowledge Current Events; Update Your Content Regularly; Stick to Your Topic of Expertise; Inform Networks and Lead Them to Action; Chapter 12: Measuring Reach and Impact of Online Word of Mouth; Designing a Measurement Plan; Methods; Measures; Metrics; Epilogue: THE FUTURE; Appendix: AN ASSESSMENT WORKSHEET; Stating Your Mission; Conducting Your Research; Preparing Your Message; Delivering Your Message; Managing Online Relations; Measuring Impact; Index |
| Record Nr. | UNINA-9910139484903321 |
Cakim Idil Miriam <1974->
|
||
| Hoboken, N.J., : Wiley, c2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Implementing word of mouth marketing [[electronic resource] ] : online strategies to identify influencers, craft stories, and draw customers / / Idil Miriam Cakim
| Implementing word of mouth marketing [[electronic resource] ] : online strategies to identify influencers, craft stories, and draw customers / / Idil Miriam Cakim |
| Autore | Cakim Idil Miriam <1974-> |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : Wiley, c2010 |
| Descrizione fisica | 1 online resource (227 p.) |
| Disciplina | 658.872 |
| Soggetto topico |
Word-of-mouth advertising
Telemarketing |
| ISBN |
0-470-57308-2
1-119-20340-6 1-282-47173-2 9786612471735 0-470-57306-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Implementing Word of Mouth Marketing: Online Stragtegies to Identify Influencers, Craft Stories, and Draw Customers; Contents; Preface; Why the Internet Matters More Now; Why I Wrote This Book; How This Book Will Help You; What You Will Find in This Book; Acknowledgments; Part I: UNDERSTANDING ONLINE WORD OF MOUTH; Chapter 1: The Need for Word of Mouth Information; Trust in Media; The Rise of Social Media; Online Word of Mouth; Chapter 2: The Web Advantage; The Power Line; The Dell Turnaround; Thoughts on AOL; Hoboken Online
Transportation Security Administration (TSA) Hears the Laughing SquidThe Frozen Pea Fund; Helping Earthquake Victims; Tsunami Wikis; Part II: FINDING NETWORKING AGENTS; Chapter 3: How to Find Networking Agents; Assessing Online Influence; Chapter 4: Tapping into the Power of Networking Agents; Screening for Networking Agents; Building Conversation Forums; Joining Conversation Forums; Chapter 5: Earning Networking Agents' Trust; Accepting Reviews and Suggestions; Being Responsive; Providing Conversation Materials; Addressing Problems Head On; Being Available Part III: COMMUNICATING WITH NETWORKING AGENTSChapter 6: Crafting Messages for Networking Agents; Telling a Newsworthy Story; Creating an Engaging Process; Offering Value; Chapter 7: Reading the Message Environment; Tapping into the Public Sentiment; Revealing the Unknown; Challenging Status Quo; Infiltrating Networks; Following the Audience; Making It Easy to Pass Along and Share; Chapter 8: Keeping in Touch with Networking Agents; Need for Relationship Platforms; Sampling through Word of Mouth Panels; Product Development through Online Communities Fueling Word of Mouth on Popular Social NetworksCreating Multiple Touch Points; Networking on the Go; Guidelines for Long-Term Engagement; Chapter 9: Delivering on Promises to Networking Agents; Turning Negative Buzz into Positive Buzz; Online Reviews Propel Sales; Probe, Fix, and Communicate; Part IV: CREATING ONLINE WORD OF MOUTH CAMPAIGNS; Chapter 10: Helping Networking Agents Spread Your Messages; Building Online Communities; What Does Engagement Yield?; How to Maintain Online Communities; What Should the Incentive Be?; How to Quantify Success Chapter 11: Building a Social Media CampaignSet Up Shop and Create a Base in Social Media; Understand What Matters to People and Acknowledge Current Events; Update Your Content Regularly; Stick to Your Topic of Expertise; Inform Networks and Lead Them to Action; Chapter 12: Measuring Reach and Impact of Online Word of Mouth; Designing a Measurement Plan; Methods; Measures; Metrics; Epilogue: THE FUTURE; Appendix: AN ASSESSMENT WORKSHEET; Stating Your Mission; Conducting Your Research; Preparing Your Message; Delivering Your Message; Managing Online Relations; Measuring Impact; Index |
| Record Nr. | UNINA-9910678116503321 |
|
Cakim Idil Miriam <1974->
|
||
| Hoboken, N.J., : Wiley, c2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||