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Learn to capitalize on online word of mouth, leverage its power, and measure results of your initiatives
Savvy, strategic, and right on time, Implementing Word of Mouth Marketing is the essential guide for any company or organization needing to understand the dynamics of online word of mouth. This powerful book will coach you to identify your own set of online influencers, craft the stories that will resonate with your consumers, and spread messages through cybercitizens who are social media experts.
- Guides you to identify and engage your online influencers to manage your reputation, promote your brands, and sell your products
- Reveals how word of mouth disperses online
- Explores strategies for your organization to engage its online advocates, tap into networks, and to mobilize the masses
- Explains how to design online word of mouth campaigns
- Includes measurement tools to gauge the impact word of mouth campaigns
Filled with case studies, research, and check lists, this invaluable guide will definitively show you how to leverage the power of online advocates to pass along stories, deliver recommendations, and draw people to purchasing points
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- Hardcover: 224 pages
- Publisher: Wiley; 1 edition (January 7, 2010)
- Language: English
- ISBN-10: 0470442557
- ISBN-13: 978-0470442555
- Product Dimensions: 9.2 x 6.4 x 0.9 inches
- Shipping Weight: 14.4 ounces (View shipping rates and policies)
- Average Customer Review: 5.0 out of 5 stars See all reviews (6 customer reviews)
- Amazon Best Sellers Rank: #1,469,275 in Books (See Top 100 in Books)
From the Inside Flap
Put online word of mouth to work right away for your organization! Implementing Word of Mouth Marketing coaches you through every step, from identifying your own set of online influencers to crafting the stories that will resonate with your consumers and spreading messages through cybercitizens who are social media experts. Filled with case studies and best practices, this timely book delivers smart social media plans, relevant examples, and cost-effective tactics you can use immediately.
Written by social media expert Idil Cakim, this revolutionary book shows you how to:
Use the Web to find, gather, and spread information
Spot online conversation leaders, earn their trust, and start long-term relations with them
Launch word-of-mouth programs
Understand social and cultural trends
Dialogue effectively with your audience
Transform cybercitizens into advocates
Compel influencers to pass along word-of-mouth messages
Measure the impact of word of mouth during and after communication programs
Today, blogs and social networks are popular. Tomorrow, people will rush to more advanced online platforms. Those who can act as networking agents and harness the Internet's power in connecting people with resources will be tomorrow's success stories. Implementing Word of Mouth Marketing deftly reveals how your organization can leverage the power of online advocates to prepare, launch, and sustain successful online word-of-mouth marketing programs.
From the Back Cover
Praise for Implementing Word of Mouth Marketing
"Packed with solid and practical advice, this book presents a systematic approach to stimulating online word-of-mouth. It's insightful, readable, and, most important, useful! Read it and tell your friends."
—Emanuel Rosen, author of The Anatomy of Buzz Revisited
"Whether growing a small business, rallying the masses around a cause, or protecting an established brand's reputation, readers will find the strategies and tactics they need in this book. Cakim shows how to jump-start and fuel online word-of-mouth programs."
— Pauline Ores, Principal Consultant, Market Insights & Innovation, IBM Corporation
"Cakim gets it—and always has! Great word of mouth starts with basics like product quality and customer service. Her book is a treasure trove of 'get started now' suggestions on how to better serve consumers, and their most genuine, authentic, and meaningful stories."
—Pete Blackshaw, Executive Vice President, Digital Strategic Services, Nielsen Online
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- Link: http://www.amazon.com/Implementing-Word-Mouth-Marketing-Influencers/dp/0470442557
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