Today, marketing is exploding with possibilities and complexity as it morphs into new forms, new media, new models. Its a time when marketers have exceptional opportunities to use these new tools to find their markets in a chaotic world. Marketing in the Social Web aims to help readers understand the context of the new marketing, and prioritize what they need to do to build customer communities and maximize profit in this time of marketing pandemonium. Finally, the author offers specific ideas to find and and engage customers. Marketing in the Social Web describes the newly available tools and how to apply them so readers can start to see results and growth right away.
Book Details:
- Author: Larry Weber
- ISBN: 9780470177372
- Year Published: 2007
- Pages: 240
- BISAC: BUS090010, BUSINESS & ECONOMICS/E-Commerce / Internet Marketing
About the Book and Topic:
Today, marketing is exploding with possibilities and complexity as it morphs into new forms, new media, new models. Its a time when marketers have exceptional opportunities to use these new tools to find their markets in a chaotic world. Marketing in the Social Web aims to help readers understand the context of the new marketing, and prioritize what they need to do to build customer communities and maximize profit in this time of marketing pandemonium. Finally, the author offers specific ideas to find and and engage customers. Marketing in the Social Web describes the newly available tools and how to apply them so readers can start to see results and growth right away.
In business in America, everyone is interested in sales and marketing. Marketing affects how services and products are designed and delivered and what ones are offered in the first place. With the fragmentation of mediahundreds of cable channels, satellite radio, magazines for every interestand the spread of the internet, the sales and marketing executives task has become radically more complex than ever in the past. Most business people know that what worked to advertise and promote and market and sell their services in the past is not working as well as it did in the past…if it is working at all. Businesspeople who want to understand the current situation and help their organizations market more efficiently and sell more services and products in the future are the books buyers.
AUTHOR IS A LEGENDARY PR MAN: Larry Weber is the founder of Weber Shandwick, one of the largest PR firms in the world with more than 75 offices globally, and later launched the W2 Goup, a global marketing form focused on next-generation marketing services. He helped launch and worked for years on Verizon Wireless, AOL, Wal-Marts Internet site, and the first Internet search engine, Magellan. Clients include Lotus, Microsoft, Monster.com, Johnson Pandemonium and the Rise of Digital Influence at the iMedia Brand Summit, Coronado Bay, CA; Visa International, Paddington, London; Software Marketing Perspectives Conference, Cambridge, MA; ITSMA Conference, Cambridge, MA; Forrester Group Roundtable, Cambridge, MA and the Syndicate Conference, San Francisco, CA. AUTHOR MARKETING PLAN: W2’s Digital Influence Group will conduct a digital media relations campaign including outreach to key influencers in the blogosphere, a podcast series tied to the book, videocasts, book reviews on social networking sites such as leadership.gather.com. W2’s Racepoint Group (PR) will conduct outreach to traditional media including a 10 city media tour. We’d do aggressive outreach into the following categories where I have extensive contacts including a database of over 2,000 CEOs and other senior executives. INTERNAL PR DEPARTMENT: Weber will assign a publicity account team to generate media interviews, extensive media coverage, and article adaptation in a range of business publications (Forbes, Fortune, The Economist, Fast Company, Business 2.0, CMO Magazines), national newspapers (The Wall Street Journal, The New York Times, Financial Times), radio and television outlets (International Public Radios Marketplace, CNN); and online media (Salon.com). STELLAR ENDORSERS: Confirmed endorsers include Eric Schmidt, CEO, Google; Richard Wagoner, chairman and CEO, General Motors; Michael Porter, Bishop William Lawrence University Professor, Kennedy School of Government, Harvard University; Jeff Taylor, founder, Monster.com; Alan Webber, founder, Fast Company magazine; and Donnie Deutsch.
About the Author
Larry Weber has spent the past three decades building global powerhouse communications companies, including Weber Shandwick Worldwide, which was acquired by Interpublic Group in 1996. After leaving Interpublic in 2004, he launched W2 Group, Inc. (http://www.w2groupinc.com), a marketing services company offering advanced digital research, delivery, and measurement technologies to help clients understand market trends and develop targeted message delivery. W2 Group’s first two components are Racepoint Group, Inc. and Digital Influence Group, Inc. Racepoint is one of the fastest growing public relations agencies in the country, focused on high-growth markets that include technology, health, and sciences. Digital Influence Group is the world’s first communications company specializing in constituency management within digital channels. Clients include Lotus, Microsoft, Monster.com, Sybase and Vanguard, among others. Larry also founded and serves as chairman of the Massachusetts Innovation and Technology Exchange, the nation’s largest interactive advocate association He helped launch and worked for years on Verizon Wireless, AOL, Wal-Marts Internet site, and the first Internet search engine, Magellan. Larry is the author of The Provocateur: How a New Generation of Leaders Are Building Communities, Not Just Companies (Crown Business, 2002).