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#Share : how to mobilize social word of mouth (sWOM) / / Natalie T. Wood and Caroline K. Muñoz
| #Share : how to mobilize social word of mouth (sWOM) / / Natalie T. Wood and Caroline K. Muñoz |
| Autore | Wood Natalie T. <1970-, > |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2017 |
| Descrizione fisica | 1 online resource (xii, 238 pages) : illustrations |
| Disciplina | 658.872 |
| Collana | Digital and social media marketing and advertising collection |
| Soggetto topico |
Viral marketing
Word-of-mouth advertising |
| Soggetto non controllato |
Brand Advocates
Brand Ambassadors Brand Endorsers Consumer Reviews eWOM Google+ Influencers Social Influence Social Media Marketing Social Media Policy Social Media Regulations sWOM Viral Marketing WOMM Word of mouth marketing YouTube |
| ISBN | 1-63157-442-6 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. Social word of mouth marketing (sWOM) -- 2. The social consumer: the who, what, why, and how behind sharing -- 3. Social business: it's not just about marketing -- 4. Legal and regulatory issues: clear and conspicuous disclosures -- 5. Social media policy and guidelines: the rules of engagement -- 6. Storytelling: what do you say and how do you say it -- 7. Social influence: the power of persuasion -- 8. sWOM on popular platforms -- Appendix: list of resources -- Index. |
| Record Nr. | UNINA-9910164036403321 |
Wood Natalie T. <1970-, >
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand advocates [[electronic resource] ] : turning enthusiastic customers into a powerful marketing force / / Rob Fuggetta
| Brand advocates [[electronic resource] ] : turning enthusiastic customers into a powerful marketing force / / Rob Fuggetta |
| Autore | Fuggetta Rob |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey, : Wiley, 2012 |
| Descrizione fisica | 1 online resource (306 p.) |
| Disciplina |
658.8/2
658.82 658.827 |
| Soggetto topico |
Relationship marketing
Customer loyalty Word-of-mouth advertising Branding (Marketing) |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-99529-7
9786613766908 1-118-33650-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Introduction Turning Advocates Into Marketers You Can Do This Too What You'll Learn Why I Wrote This Book How This Book Is Organized Your Advocate Army Is Ready. Are You? Section 1: Understanding Brand Advocates Chapter 1: What's A Brand Advocate, Anyway? Trusted Champions Social Media Amplifies Advocates Ultimate Customers What Makes Advocates Tick? Advocates: A Different Breed Entirely Most Passionate Customers Most Engaged Customers One Size Doesn't Fit All Surprisingly Large Segment Global Advocates An Army Of Advocates Visible Advocates Hidden Advocates Diverse Group Depends On The Category Active Advocates Vive La Difference Not All Fans Are Brand Advocates Different Motivations Not All Loyal Customers Are Advocates Not All Community Members Are Advocates Brand Advocates Are Players (In A Good Way) Customers & Other Advocates Few Customers, Many Advocates Can't Keep A Secret Advocacy Moves Online You Don't Need To Own It To Recommend It Chapter 2: Not All Advocates Are Equal 1. Advocate Influence Measuring Advocate's Klout 2. Advocacy Frequency Segmenting Brand Advocates Chapter 3: What's A Brand Advocate Worth? A Simple Approach Three Examples Conservative Estimate Proof In Advocacy Pudding Chapter 4: Five Proven Ways (& One Shocking Way) To Create More Brand Advocates Section 2: The Power Of Advocate Marketing Chapter 5: The Power Of Advocate Marketing Finding Box Advocates Unleashing Box Advocates Box-Full Of Referrals Box Embraces Advocacy A New Way Of Marketing Unleashing Advocates Trusted Advocates Sustainable Marketing Force Authentic Advocacy Word Of Mouth Marketing At Scale Advocacy Drives Growth Advocacy & The Consumer Decision Journey Beyond Listening & Engagement The 3 R's Of Advocacy 3 Major Advocacy Benefits Tradtional Marketing Model The "Triangle Of Trust" Fair Exchange Of Value Maintaining Balance Betting Against Beacon Not An Either/Or Advocates Positively Impact Purchase Process Case Studies Section 3: Advocate Marketing Playbook Chapter 6: Advocate Marketing Playbook Overview Advocate Flow Advocate Flow Example Chapter 7: Identifying 3 Ways To Identify Advocates 1. Asking The Ultimate Question Advocates, Detractors, And Passives, Oh My! What's Your Net Promoter Score?; Growth By Advocacy Turning Promoters Into Profits 1% Nps But Millions Of Advocates Ask Often Where To Find Advocates During Product Usage When To Ask Moments Of Delight Pulling The Trigger Keep It Short What Else To Ask Where To Start Who To Ask Should You Use An Incentive? 2. Finding Advocates In The Social Media Jungle Growing Your Advocate Army Set It & Forget It! But Wait, There's More! Chapter 8 Energizing: Boosting Online Ratings Silent Killers Dumb Ideas A 5-Star Solution To Bad Reviews Advocates To The Rescue Webroot Boosts Online Ratings Webroot Identifies Advocates Webroot Energizes Advocates Chapter 9 Energizing: The Power Of Advocate Stories Different Than Reviews Advocates Love Telling Stories Coleman Advocates Share Their Camping Stories Creative Uses Of Advocates' Stories 3 Strategic Uses For Advocates' Stories Chapter 10 Energizing: Advocates Have The Answers How Advocate Answers Works Results Where Advocate Answers Fits Best Risks Of Advocate Answers Opt-In To Answers? Chapter 11 Energizing: Sharing The Love 3 Key Benefits Of Advocate Sharing Share This! Advocacy Goes Viral Most Valuable Sharing How Social Sharing Works For Advocacy How Advocates Share Most Efficient Sharing Channels Top 10 Tips For Advocate Sharing Chapter 12 Mobilizing 1. Mobilizing Advocates For Product Launches Real-World Examples Advocate Seeding Program Five Steps Of An Advocate Seeding Program Overview Of Advocate Seeding Program Process 2. Mobilizing Advocates During Social Media Crises Two Important Things To Know About Social Media Crises Brand Under Attack? Fight Back! But What If There Is No Advocate Cavalry? 3. Mobilize Advocates To Boost Promotions Takin' It To The Streets Other Ways To Mobilize Advocates Best Practices For Mobilizing Advocates Chapter 13 Tracking Using Nps To Track Advocacy Where Nps Falls Short Introducing Advocate Analytics 3 Questions Advocate Analytics Answer 1. Advocate Profiles What Profile Info To Capture When & How To Capture Advocate Profile Data Gleaning Insights By Combining Data 2. Advocate Activity What Activities To Track Tracking Social Sharing 3. Advocacy Results What Results To Track How To Track Results Measuring Advocacy Value How Much Convincing Do You Need? Total Advocacy Value Sales Value Measuring Sales Value Is Straightforward Using Clv To Estimate Sales Value Of Advocacy Clv Challenges Media Value Of Advocacy Peer Influence Analysis Model Media Value Of Trusted Impressions $300 Cpm For Word Of Mouth? Another Way To Value Recommendations Return On Advocacy Z Score Chapter 14 Engaging Advocates Don't Just Listen Educating Advocates How Often To Engage Advocates? Advocate Community? Chapter 15 Rewarding Money Can't Buy Real Advocacy No Money Down Why Paying For Advocacy Is A Dumb Idea Wine Down Jaffe & Fuggetta Smack-Down Chapter 16 Energizing 2.0 Section 4: Putting Advocacy To Work For You Chapter 17 Putting Advocacy To Work For You 3 Steps To Launch Step 1: Creating An Advocacy Plan Advocate Marketing Plan Outline Advocacy By The Numbers B2c Example B2b Example Bed & Breakfast Example Who Should Be Involved With Creating Advocacy Plans? 5 Secrets To Advocacy Success 7 Fatal Advocacy Mistakes Why Not Dive In? Using A Pilot To Inform Advocacy Plans Test Your Advocacy Readiness Energizing Potential Advocates 4 Ways To Energize Potential Advocates. |
| Record Nr. | UNINA-9910452653903321 |
|
Fuggetta Rob
|
||
| Hoboken, New Jersey, : Wiley, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand advocates [[electronic resource] ] : turning enthusiastic customers into a powerful marketing force / / Rob Fuggetta
| Brand advocates [[electronic resource] ] : turning enthusiastic customers into a powerful marketing force / / Rob Fuggetta |
| Autore | Fuggetta Rob |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey, : Wiley, 2012 |
| Descrizione fisica | 1 online resource (306 p.) |
| Disciplina |
658.8/2
658.82 658.827 |
| Soggetto topico |
Relationship marketing
Customer loyalty Word-of-mouth advertising Branding (Marketing) |
| ISBN |
1-280-99529-7
9786613766908 1-118-33650-X |
| Classificazione | BUS000000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Introduction Turning Advocates Into Marketers You Can Do This Too What You'll Learn Why I Wrote This Book How This Book Is Organized Your Advocate Army Is Ready. Are You? Section 1: Understanding Brand Advocates Chapter 1: What's A Brand Advocate, Anyway? Trusted Champions Social Media Amplifies Advocates Ultimate Customers What Makes Advocates Tick? Advocates: A Different Breed Entirely Most Passionate Customers Most Engaged Customers One Size Doesn't Fit All Surprisingly Large Segment Global Advocates An Army Of Advocates Visible Advocates Hidden Advocates Diverse Group Depends On The Category Active Advocates Vive La Difference Not All Fans Are Brand Advocates Different Motivations Not All Loyal Customers Are Advocates Not All Community Members Are Advocates Brand Advocates Are Players (In A Good Way) Customers & Other Advocates Few Customers, Many Advocates Can't Keep A Secret Advocacy Moves Online You Don't Need To Own It To Recommend It Chapter 2: Not All Advocates Are Equal 1. Advocate Influence Measuring Advocate's Klout 2. Advocacy Frequency Segmenting Brand Advocates Chapter 3: What's A Brand Advocate Worth? A Simple Approach Three Examples Conservative Estimate Proof In Advocacy Pudding Chapter 4: Five Proven Ways (& One Shocking Way) To Create More Brand Advocates Section 2: The Power Of Advocate Marketing Chapter 5: The Power Of Advocate Marketing Finding Box Advocates Unleashing Box Advocates Box-Full Of Referrals Box Embraces Advocacy A New Way Of Marketing Unleashing Advocates Trusted Advocates Sustainable Marketing Force Authentic Advocacy Word Of Mouth Marketing At Scale Advocacy Drives Growth Advocacy & The Consumer Decision Journey Beyond Listening & Engagement The 3 R's Of Advocacy 3 Major Advocacy Benefits Tradtional Marketing Model The "Triangle Of Trust" Fair Exchange Of Value Maintaining Balance Betting Against Beacon Not An Either/Or Advocates Positively Impact Purchase Process Case Studies Section 3: Advocate Marketing Playbook Chapter 6: Advocate Marketing Playbook Overview Advocate Flow Advocate Flow Example Chapter 7: Identifying 3 Ways To Identify Advocates 1. Asking The Ultimate Question Advocates, Detractors, And Passives, Oh My! What's Your Net Promoter Score?; Growth By Advocacy Turning Promoters Into Profits 1% Nps But Millions Of Advocates Ask Often Where To Find Advocates During Product Usage When To Ask Moments Of Delight Pulling The Trigger Keep It Short What Else To Ask Where To Start Who To Ask Should You Use An Incentive? 2. Finding Advocates In The Social Media Jungle Growing Your Advocate Army Set It & Forget It! But Wait, There's More! Chapter 8 Energizing: Boosting Online Ratings Silent Killers Dumb Ideas A 5-Star Solution To Bad Reviews Advocates To The Rescue Webroot Boosts Online Ratings Webroot Identifies Advocates Webroot Energizes Advocates Chapter 9 Energizing: The Power Of Advocate Stories Different Than Reviews Advocates Love Telling Stories Coleman Advocates Share Their Camping Stories Creative Uses Of Advocates' Stories 3 Strategic Uses For Advocates' Stories Chapter 10 Energizing: Advocates Have The Answers How Advocate Answers Works Results Where Advocate Answers Fits Best Risks Of Advocate Answers Opt-In To Answers? Chapter 11 Energizing: Sharing The Love 3 Key Benefits Of Advocate Sharing Share This! Advocacy Goes Viral Most Valuable Sharing How Social Sharing Works For Advocacy How Advocates Share Most Efficient Sharing Channels Top 10 Tips For Advocate Sharing Chapter 12 Mobilizing 1. Mobilizing Advocates For Product Launches Real-World Examples Advocate Seeding Program Five Steps Of An Advocate Seeding Program Overview Of Advocate Seeding Program Process 2. Mobilizing Advocates During Social Media Crises Two Important Things To Know About Social Media Crises Brand Under Attack? Fight Back! But What If There Is No Advocate Cavalry? 3. Mobilize Advocates To Boost Promotions Takin' It To The Streets Other Ways To Mobilize Advocates Best Practices For Mobilizing Advocates Chapter 13 Tracking Using Nps To Track Advocacy Where Nps Falls Short Introducing Advocate Analytics 3 Questions Advocate Analytics Answer 1. Advocate Profiles What Profile Info To Capture When & How To Capture Advocate Profile Data Gleaning Insights By Combining Data 2. Advocate Activity What Activities To Track Tracking Social Sharing 3. Advocacy Results What Results To Track How To Track Results Measuring Advocacy Value How Much Convincing Do You Need? Total Advocacy Value Sales Value Measuring Sales Value Is Straightforward Using Clv To Estimate Sales Value Of Advocacy Clv Challenges Media Value Of Advocacy Peer Influence Analysis Model Media Value Of Trusted Impressions $300 Cpm For Word Of Mouth? Another Way To Value Recommendations Return On Advocacy Z Score Chapter 14 Engaging Advocates Don't Just Listen Educating Advocates How Often To Engage Advocates? Advocate Community? Chapter 15 Rewarding Money Can't Buy Real Advocacy No Money Down Why Paying For Advocacy Is A Dumb Idea Wine Down Jaffe & Fuggetta Smack-Down Chapter 16 Energizing 2.0 Section 4: Putting Advocacy To Work For You Chapter 17 Putting Advocacy To Work For You 3 Steps To Launch Step 1: Creating An Advocacy Plan Advocate Marketing Plan Outline Advocacy By The Numbers B2c Example B2b Example Bed & Breakfast Example Who Should Be Involved With Creating Advocacy Plans? 5 Secrets To Advocacy Success 7 Fatal Advocacy Mistakes Why Not Dive In? Using A Pilot To Inform Advocacy Plans Test Your Advocacy Readiness Energizing Potential Advocates 4 Ways To Energize Potential Advocates. |
| Record Nr. | UNINA-9910779499303321 |
|
Fuggetta Rob
|
||
| Hoboken, New Jersey, : Wiley, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand advocates [[electronic resource] ] : turning enthusiastic customers into a powerful marketing force / / Rob Fuggetta
| Brand advocates [[electronic resource] ] : turning enthusiastic customers into a powerful marketing force / / Rob Fuggetta |
| Autore | Fuggetta Rob |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey, : Wiley, 2012 |
| Descrizione fisica | 1 online resource (306 p.) |
| Disciplina |
658.8/2
658.82 658.827 |
| Soggetto topico |
Relationship marketing
Customer loyalty Word-of-mouth advertising Branding (Marketing) |
| ISBN |
1-280-99529-7
9786613766908 1-118-33650-X |
| Classificazione | BUS000000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Introduction Turning Advocates Into Marketers You Can Do This Too What You'll Learn Why I Wrote This Book How This Book Is Organized Your Advocate Army Is Ready. Are You? Section 1: Understanding Brand Advocates Chapter 1: What's A Brand Advocate, Anyway? Trusted Champions Social Media Amplifies Advocates Ultimate Customers What Makes Advocates Tick? Advocates: A Different Breed Entirely Most Passionate Customers Most Engaged Customers One Size Doesn't Fit All Surprisingly Large Segment Global Advocates An Army Of Advocates Visible Advocates Hidden Advocates Diverse Group Depends On The Category Active Advocates Vive La Difference Not All Fans Are Brand Advocates Different Motivations Not All Loyal Customers Are Advocates Not All Community Members Are Advocates Brand Advocates Are Players (In A Good Way) Customers & Other Advocates Few Customers, Many Advocates Can't Keep A Secret Advocacy Moves Online You Don't Need To Own It To Recommend It Chapter 2: Not All Advocates Are Equal 1. Advocate Influence Measuring Advocate's Klout 2. Advocacy Frequency Segmenting Brand Advocates Chapter 3: What's A Brand Advocate Worth? A Simple Approach Three Examples Conservative Estimate Proof In Advocacy Pudding Chapter 4: Five Proven Ways (& One Shocking Way) To Create More Brand Advocates Section 2: The Power Of Advocate Marketing Chapter 5: The Power Of Advocate Marketing Finding Box Advocates Unleashing Box Advocates Box-Full Of Referrals Box Embraces Advocacy A New Way Of Marketing Unleashing Advocates Trusted Advocates Sustainable Marketing Force Authentic Advocacy Word Of Mouth Marketing At Scale Advocacy Drives Growth Advocacy & The Consumer Decision Journey Beyond Listening & Engagement The 3 R's Of Advocacy 3 Major Advocacy Benefits Tradtional Marketing Model The "Triangle Of Trust" Fair Exchange Of Value Maintaining Balance Betting Against Beacon Not An Either/Or Advocates Positively Impact Purchase Process Case Studies Section 3: Advocate Marketing Playbook Chapter 6: Advocate Marketing Playbook Overview Advocate Flow Advocate Flow Example Chapter 7: Identifying 3 Ways To Identify Advocates 1. Asking The Ultimate Question Advocates, Detractors, And Passives, Oh My! What's Your Net Promoter Score?; Growth By Advocacy Turning Promoters Into Profits 1% Nps But Millions Of Advocates Ask Often Where To Find Advocates During Product Usage When To Ask Moments Of Delight Pulling The Trigger Keep It Short What Else To Ask Where To Start Who To Ask Should You Use An Incentive? 2. Finding Advocates In The Social Media Jungle Growing Your Advocate Army Set It & Forget It! But Wait, There's More! Chapter 8 Energizing: Boosting Online Ratings Silent Killers Dumb Ideas A 5-Star Solution To Bad Reviews Advocates To The Rescue Webroot Boosts Online Ratings Webroot Identifies Advocates Webroot Energizes Advocates Chapter 9 Energizing: The Power Of Advocate Stories Different Than Reviews Advocates Love Telling Stories Coleman Advocates Share Their Camping Stories Creative Uses Of Advocates' Stories 3 Strategic Uses For Advocates' Stories Chapter 10 Energizing: Advocates Have The Answers How Advocate Answers Works Results Where Advocate Answers Fits Best Risks Of Advocate Answers Opt-In To Answers? Chapter 11 Energizing: Sharing The Love 3 Key Benefits Of Advocate Sharing Share This! Advocacy Goes Viral Most Valuable Sharing How Social Sharing Works For Advocacy How Advocates Share Most Efficient Sharing Channels Top 10 Tips For Advocate Sharing Chapter 12 Mobilizing 1. Mobilizing Advocates For Product Launches Real-World Examples Advocate Seeding Program Five Steps Of An Advocate Seeding Program Overview Of Advocate Seeding Program Process 2. Mobilizing Advocates During Social Media Crises Two Important Things To Know About Social Media Crises Brand Under Attack? Fight Back! But What If There Is No Advocate Cavalry? 3. Mobilize Advocates To Boost Promotions Takin' It To The Streets Other Ways To Mobilize Advocates Best Practices For Mobilizing Advocates Chapter 13 Tracking Using Nps To Track Advocacy Where Nps Falls Short Introducing Advocate Analytics 3 Questions Advocate Analytics Answer 1. Advocate Profiles What Profile Info To Capture When & How To Capture Advocate Profile Data Gleaning Insights By Combining Data 2. Advocate Activity What Activities To Track Tracking Social Sharing 3. Advocacy Results What Results To Track How To Track Results Measuring Advocacy Value How Much Convincing Do You Need? Total Advocacy Value Sales Value Measuring Sales Value Is Straightforward Using Clv To Estimate Sales Value Of Advocacy Clv Challenges Media Value Of Advocacy Peer Influence Analysis Model Media Value Of Trusted Impressions $300 Cpm For Word Of Mouth? Another Way To Value Recommendations Return On Advocacy Z Score Chapter 14 Engaging Advocates Don't Just Listen Educating Advocates How Often To Engage Advocates? Advocate Community? Chapter 15 Rewarding Money Can't Buy Real Advocacy No Money Down Why Paying For Advocacy Is A Dumb Idea Wine Down Jaffe & Fuggetta Smack-Down Chapter 16 Energizing 2.0 Section 4: Putting Advocacy To Work For You Chapter 17 Putting Advocacy To Work For You 3 Steps To Launch Step 1: Creating An Advocacy Plan Advocate Marketing Plan Outline Advocacy By The Numbers B2c Example B2b Example Bed & Breakfast Example Who Should Be Involved With Creating Advocacy Plans? 5 Secrets To Advocacy Success 7 Fatal Advocacy Mistakes Why Not Dive In? Using A Pilot To Inform Advocacy Plans Test Your Advocacy Readiness Energizing Potential Advocates 4 Ways To Energize Potential Advocates. |
| Record Nr. | UNINA-9910821697503321 |
|
Fuggetta Rob
|
||
| Hoboken, New Jersey, : Wiley, 2012 | ||
| 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 |
| 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 | ||
| ||
Innovating analytics : word of mouth index--use the next generation of net promoter to increase sales and drive results / / Larry Freed
| Innovating analytics : word of mouth index--use the next generation of net promoter to increase sales and drive results / / Larry Freed |
| Autore | Freed Larry |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013] |
| Descrizione fisica | 1 online resource (290 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Consumer satisfaction
Marketing research - Statistical methods Word-of-mouth advertising Internet marketing |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-77949-5
1-118-77950-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Innovating Analytics: Word of Mouth Index-How The Next Generation of Net Promoter Can Increase Sales and Drive Business Results; Copyright; Contents; Introduction; Chapter 1: Customer Experience 2.0; Accelerated Darwinism; Chapter 2: NPS-What It Is and What It Does Well; Chapter 3: NPS-Fundamentally Flawed; Accuracy; Margin of Error; Oversimplification; Detractors Don't Always Detract, and Promoters Don't Always Promote; Where's the Growth?; Insufficient Information; Simple Is Just . . . Simple; Chapter 4: WoMI-The Next Generation of NPS
WoMI Distinguishes between Positive Word of Mouth and Negative Word of Mouth Negative Word of Mouth; The WoMI Research Approach and the Validity of the Results; Phase 1: Fore See Independent Research; Phase 2: Initial Client Testing; Phase 3: Later Client Testing; WoMI Testing Results; The Discourage Question; Detractor Overstatement; NPS and WoMI Score Differences; Recommend and Discourage Scores; Continuing Implementation; In Virtually Every Industry, We See a Massive Overstatement of Detractors; Using WoMI with NPS; Chapter 5: The Four Drivers of Business Success; Customer Retention Purchased Loyalty Convenience Loyalty; Restricted Loyalty; Competitive Retention; True Loyalty; Upsell; Marketing-Driven Customer Acquisition; Word-of-Mouth-Driven Customer Acquisition; Customer Intent and True Conversion Rate; True Conversion Rate; The Common Thread; Chapter 6: Why the Customer Experience Matters; Why Measure Customer Experience?; How to Measure the Customer Experience and Answer the Big Three Questions; How am I doing? What is my performance?; Where should I focus my efforts? Where will I get the largest return on my investment? Why should I take action? Is the payback worth the effort?Measuring the Customer Experience at the Brand Level; 1. How am I doing?; 2. Where should I focus my efforts?; 3. Why should I take action?; Measuring the Customer Experience in Contact Centers; 1. How is iMicro doing?; 2. Where should iMicro focus its efforts?; 3. Why should iMicro take action and make these changes?; Measuring the Customer Experience in Stores; 1. How is Daisy Chain doing?; 2. Where should Daisy Chain focus its efforts?; 3. Why should Daisy Chain take action and make these changes? Measuring the Customer Experience on Websites 1. How is the Daily Reporter doing?; 2. Where should the Daily Reporter focus its efforts?; 3. Why should the Daily Reporter take action and make these changes?; Measuring the Customer Experience with Mobile Experiences; 1. How is Rest Well doing?; 2. Where should Rest Well focus its efforts?; 3. Why should Rest Well take action and make changes?; How to Measure the Multichannel Consumer; Chapter 7: The Customer Experience Measurement Ecosystem; Behavioral Data; Getting Sticky; Mobile Complexity; Challenging Behavioral Metrics; Bounce Rate Shopping Cart Abandonment |
| Record Nr. | UNINA-9910452805103321 |
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Freed Larry
|
||
| Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Innovating analytics : word of mouth index--use the next generation of net promoter to increase sales and drive results / / Larry Freed
| Innovating analytics : word of mouth index--use the next generation of net promoter to increase sales and drive results / / Larry Freed |
| Autore | Freed Larry |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013] |
| Descrizione fisica | 1 online resource (290 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Consumer satisfaction
Marketing research - Statistical methods Word-of-mouth advertising Internet marketing |
| ISBN |
1-118-77949-5
1-118-77950-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Innovating Analytics: Word of Mouth Index-How The Next Generation of Net Promoter Can Increase Sales and Drive Business Results; Copyright; Contents; Introduction; Chapter 1: Customer Experience 2.0; Accelerated Darwinism; Chapter 2: NPS-What It Is and What It Does Well; Chapter 3: NPS-Fundamentally Flawed; Accuracy; Margin of Error; Oversimplification; Detractors Don't Always Detract, and Promoters Don't Always Promote; Where's the Growth?; Insufficient Information; Simple Is Just . . . Simple; Chapter 4: WoMI-The Next Generation of NPS
WoMI Distinguishes between Positive Word of Mouth and Negative Word of Mouth Negative Word of Mouth; The WoMI Research Approach and the Validity of the Results; Phase 1: Fore See Independent Research; Phase 2: Initial Client Testing; Phase 3: Later Client Testing; WoMI Testing Results; The Discourage Question; Detractor Overstatement; NPS and WoMI Score Differences; Recommend and Discourage Scores; Continuing Implementation; In Virtually Every Industry, We See a Massive Overstatement of Detractors; Using WoMI with NPS; Chapter 5: The Four Drivers of Business Success; Customer Retention Purchased Loyalty Convenience Loyalty; Restricted Loyalty; Competitive Retention; True Loyalty; Upsell; Marketing-Driven Customer Acquisition; Word-of-Mouth-Driven Customer Acquisition; Customer Intent and True Conversion Rate; True Conversion Rate; The Common Thread; Chapter 6: Why the Customer Experience Matters; Why Measure Customer Experience?; How to Measure the Customer Experience and Answer the Big Three Questions; How am I doing? What is my performance?; Where should I focus my efforts? Where will I get the largest return on my investment? Why should I take action? Is the payback worth the effort?Measuring the Customer Experience at the Brand Level; 1. How am I doing?; 2. Where should I focus my efforts?; 3. Why should I take action?; Measuring the Customer Experience in Contact Centers; 1. How is iMicro doing?; 2. Where should iMicro focus its efforts?; 3. Why should iMicro take action and make these changes?; Measuring the Customer Experience in Stores; 1. How is Daisy Chain doing?; 2. Where should Daisy Chain focus its efforts?; 3. Why should Daisy Chain take action and make these changes? Measuring the Customer Experience on Websites 1. How is the Daily Reporter doing?; 2. Where should the Daily Reporter focus its efforts?; 3. Why should the Daily Reporter take action and make these changes?; Measuring the Customer Experience with Mobile Experiences; 1. How is Rest Well doing?; 2. Where should Rest Well focus its efforts?; 3. Why should Rest Well take action and make changes?; How to Measure the Multichannel Consumer; Chapter 7: The Customer Experience Measurement Ecosystem; Behavioral Data; Getting Sticky; Mobile Complexity; Challenging Behavioral Metrics; Bounce Rate Shopping Cart Abandonment |
| Record Nr. | UNINA-9910790532103321 |
|
Freed Larry
|
||
| Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Innovating analytics : word of mouth index--use the next generation of net promoter to increase sales and drive results / / Larry Freed
| Innovating analytics : word of mouth index--use the next generation of net promoter to increase sales and drive results / / Larry Freed |
| Autore | Freed Larry |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013] |
| Descrizione fisica | 1 online resource (290 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Consumer satisfaction
Marketing research - Statistical methods Word-of-mouth advertising Internet marketing |
| ISBN |
1-118-77949-5
1-118-77950-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Innovating Analytics: Word of Mouth Index-How The Next Generation of Net Promoter Can Increase Sales and Drive Business Results; Copyright; Contents; Introduction; Chapter 1: Customer Experience 2.0; Accelerated Darwinism; Chapter 2: NPS-What It Is and What It Does Well; Chapter 3: NPS-Fundamentally Flawed; Accuracy; Margin of Error; Oversimplification; Detractors Don't Always Detract, and Promoters Don't Always Promote; Where's the Growth?; Insufficient Information; Simple Is Just . . . Simple; Chapter 4: WoMI-The Next Generation of NPS
WoMI Distinguishes between Positive Word of Mouth and Negative Word of Mouth Negative Word of Mouth; The WoMI Research Approach and the Validity of the Results; Phase 1: Fore See Independent Research; Phase 2: Initial Client Testing; Phase 3: Later Client Testing; WoMI Testing Results; The Discourage Question; Detractor Overstatement; NPS and WoMI Score Differences; Recommend and Discourage Scores; Continuing Implementation; In Virtually Every Industry, We See a Massive Overstatement of Detractors; Using WoMI with NPS; Chapter 5: The Four Drivers of Business Success; Customer Retention Purchased Loyalty Convenience Loyalty; Restricted Loyalty; Competitive Retention; True Loyalty; Upsell; Marketing-Driven Customer Acquisition; Word-of-Mouth-Driven Customer Acquisition; Customer Intent and True Conversion Rate; True Conversion Rate; The Common Thread; Chapter 6: Why the Customer Experience Matters; Why Measure Customer Experience?; How to Measure the Customer Experience and Answer the Big Three Questions; How am I doing? What is my performance?; Where should I focus my efforts? Where will I get the largest return on my investment? Why should I take action? Is the payback worth the effort?Measuring the Customer Experience at the Brand Level; 1. How am I doing?; 2. Where should I focus my efforts?; 3. Why should I take action?; Measuring the Customer Experience in Contact Centers; 1. How is iMicro doing?; 2. Where should iMicro focus its efforts?; 3. Why should iMicro take action and make these changes?; Measuring the Customer Experience in Stores; 1. How is Daisy Chain doing?; 2. Where should Daisy Chain focus its efforts?; 3. Why should Daisy Chain take action and make these changes? Measuring the Customer Experience on Websites 1. How is the Daily Reporter doing?; 2. Where should the Daily Reporter focus its efforts?; 3. Why should the Daily Reporter take action and make these changes?; Measuring the Customer Experience with Mobile Experiences; 1. How is Rest Well doing?; 2. Where should Rest Well focus its efforts?; 3. Why should Rest Well take action and make changes?; How to Measure the Multichannel Consumer; Chapter 7: The Customer Experience Measurement Ecosystem; Behavioral Data; Getting Sticky; Mobile Complexity; Challenging Behavioral Metrics; Bounce Rate Shopping Cart Abandonment |
| Record Nr. | UNINA-9910815928303321 |
|
Freed Larry
|
||
| Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The passion conversation [[electronic resource] ] : understanding, sparking, and sustaining word of mouth marketing / / Robbin Phillips ... [et al.]
| The passion conversation [[electronic resource] ] : understanding, sparking, and sustaining word of mouth marketing / / Robbin Phillips ... [et al.] |
| Autore | Phillips Robbin |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, N.J., : John Wiley & Sons, Inc., 2013 |
| Descrizione fisica | 1 online resource (226 p.) |
| Disciplina | 658.8/72 |
| Altri autori (Persone) | PhillipsRobbin |
| Soggetto topico |
Word-of-mouth advertising
Business referrals Marketing |
| ISBN |
1-118-76836-1
1-118-76794-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing; Copyright; Content; Preface: A Note from the Authors; Introduction: The Passion Conversation is a Love Story; Chapter 1: Understanding Word of Mouth Marketing; Every Marketing Problem is a People Problem; Ditch Your Title; Forget Marketing Problems; Every Marketing Solution Must Focus on People; If You Don't Love People, Get Out of Marketing-Period; Let's Revisit the Future of Word of Mouth Marketing; It's About the Passion Conversation; Marketers Do Not Decide What Gets Talked About-People Do
Conversation Leads to ConsiderationPeople Believe People They Know and Trust; Sometimes You Want to Be Invisible and Indescribable; Provide More; Promote Less; Meet Ursa Major; Kitchen Table Passion; Chapter 2: Sparking Word of Mouth Marketing; Let's Un-Geek a Little Smart Research Together; The Word of Mouth Opportunity; What Motivations Spark Conversations?; There are Three Motivations That Spark Conversations About Brands and Organizations; Share Information | Factual & Functional; Here's How Passion Fits In; Signal Uniqueness | Distinctive & Interesting; Here's How Passion Fits In Show Emotions | Love & Hate and Shock & Awe"Like" is Not a Brains on Fire Word; Here's How Passion Fits In; Keep Emotion Top of Mind; Create Meaningful Conversation Tools; Stories are Easier to Remember and Share; Another Way to Create Emotion and Spark Word of Mouth? Disrupt Someone's Schema; Passion Tips Conversation to Advocacy; Now, Here's Where All This Academic Learning Gets Really Interesting; Offline Motivation; Online Motivation; This Leads Us to Ask the Question: Can the Conversation Channel Itself-Whether Online or Offline-Shape What People Talk About? Another Important Point About Online Conversations: They are Intermittent and SporadicOffline Conversations, However, are Flowing and Continuous; When Does Conversation Become Advocacy?; People Talk About Things They are Passionate About; How to Make the Most of the Love Stories You are About to Hear; Be Open to Finding Your Cause; Chapter 3: Heroes: A Love Story; Addiction is an Equal-Opportunity Employer; Today's World is a Connected World; The Heroes in Recovery Community Begins Internally; The Journey Box; Lead the Way; Anonymity is Not Secrecy; There's Power in Just Being There Connections are a Powerful ForceHow Do You Measure Success?; Uncovering the Passions Within Your Team; Ask the Following Questions to Help Spark a Meaningful Discussion; Dear ________, You are My Hero; Ask the Following Questions to Help Spark a Meaningful Discussion; What's Our Cause?; Ask the Following Questions to Help Spark a Meaningful Discussion; Chapter 4: The Fitness Rebellion: A Love Story; It Was Time to Change the Fitness Conversation; It's About People, Stupid; Togetherness is The Key; Meet Anya's Little Whiteboard; Working With People is Messy; Mirror, Mirror on the Wall Ask the Following Questions to Help Spark a Meaningful Discussion |
| Record Nr. | UNINA-9910790561303321 |
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Phillips Robbin
|
||
| Hoboken, N.J., : John Wiley & Sons, Inc., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Soggetto topico
-
Word-of-mouth advertising
(19)
- Marketing (7)
- Internet marketing (6)
- Business referrals (4)
- Viral marketing (4)