Implementing word of mouth marketing : online strategies to identify influencers, craft stories, and draw customers

XVII, 204 S.

Ill., graph. Darst.

Includes bibliographical references and index

Machine generated contents note: Preface. -- 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. -- TSA Hears the Laughing Squid. -- The Frozen Pea Fund. -- Helping Earthquake Victims. -- Tsunami Wikis. -- Notes. -- Part II: Finding Networking Agents. -- Chapter 3: How to Find Networking Agents. -- Assessing Online Influence. -- Reach. -- Relevance. -- Authority. -- Advocacy. -- Comments. -- Offline Roles. -- Notes. -- Chapter 4: Tapping Into the Power of Networking Agents. -- Screening for Networking Agents. -- Building Conversation Forums. -- Joining Conversation Forums. -- Notes. -- Chapter 5: Earning Networking Agents' Trust. -- Accepting Reviews and Suggestions. -- Being Responsive. -- Providing Conversation Materials. -- Addressing Problems Head On. -- Being Available. -- Notes. -- Part III: Communicating with Networking Agents. -- Chapter 6: Crafting Messages for Networking Agents. -- Telling a Newsworthy Story. -- We Can Blend Chuck Norris and Your Shoes. -- One in Six of Us Do Not Have Water. -- Creating an Engaging Process. -- Downloading and Touching Applications. -- Running - For the Love of It. -- Creating an Image Online. -- Monkeying around at Work. -- Offering Value. -- Share Your Knowledge. -- Let Networking Agents Take the Stage. -- Appeal with a Cause. -- Notes. -- 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. -- Notes. -- 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 Networks. -- Creating Multiple Touch Points. -- Networking on the Go. -- Guidelines for Long-Term Engagement. -- Ask for Permission and Create a Contact List. -- Communicate with Your Networking Agents on a Regular Basis. -- Solicit Feedback. -- Encourage Peer-to-Peer Activity. -- Celebrate Wins and Success Stories that Emerge from the Community. -- Bring Utility and Deliver Value. -- Commit to a Long-term Plan. -- Notes. -- Chapter 9: Delivering on Promises to Networking Agents. -- Turning Negative Buzz into Positive. -- Comcast Cares. -- Norton Brand Advocates. -- Online Reviews Propel Sales. -- Probe, Fix, and Communicate. -- Notes. -- Part IV: Creating Online Word of Mouth Campaigns. -- Chapter 10: Helping Networking Agents Spread your Messages. -- Building Online Communities. -- Who to Recruit? -- How Many Members to Recruit? -- How to Engage? -- What Does Engagement Yield? -- Customer Loyalty and Incremental Revenue. -- New Products, Services, and Partnerships. -- Conversation and Connectivity. -- How to Maintain Online Communities. -- What Should the Incentive Be? -- How to Quantify Success. -- Notes. -- Chapter 11: Building a Social Media Campaign. -- Set 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. -- Notes. -- Chapter 12: Measuring Reach and Impact of Online Word of Mouth. -- Designing a Measurement Plan. -- Before the Campaign. -- During the Campaign. -- After the Campaign. -- Methods. -- Desktop Keyword Searches. -- Online Monitoring Analyses. -- Audience Surveys. -- Web Activity Reports. -- Measures. -- Reach. -- Relevance. -- Outcome. -- Metrics. -- Reach Metrics. -- Relevance Metrics. -- Outcome Metrics. -- Notes. -- Epilogue: The Future. -- Appendix. -- An Assessment Worksheet. -- Stating Your Mission. -- Conducting Your Research. -- Preparing Your Message. -- Delivering Your Message. -- Managing Online Relations. -- Measuring Impact. -- About the Author(s). -- Index.

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ECONIS - Online Catalogue of the ZBW