Implementing Word of Mouth Marketing

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.

ISBN 0470442557   Pages 224 ISBN13 9780470442555 (What's this?)   Weight (grammes) 418 Publisher John Wiley and Sons Ltd   Published in Chichester Imprint John Wiley & Sons Ltd   Height (mm) 238 Format Hardback   Width (mm) 166 Publication date 26 Jan 2010   Spine width (mm) 22 DEWEY 658.872   Academic level Professional / Scholarly DEWEY edition DC22

Pt. I		Understanding Online Word of Mouth		1
Ch. 1		The Need for Word of Mouth Information		3
Ch. 2		The Web Advantage		7
Pt. II		Finding Networking Agents		19
Ch. 3 How		to Find Networking Agents		21
Ch. 4		Tapping into the Power of Networking Agents		33
Ch. 5		Earning Networking Agents' Trust		51
Pt. III		Communicating with Networking Agents		65
Ch. 6		Crafting Messages for Networking Agents		67
Ch. 7		Reading the Message Environment		85
Ch. 8		Keeping in Touch with Networking Agents		99
Ch. 9		Delivering on Promises to Networking Agents		113
Pt. IV		Creating Online Word of Mouth Campaigns		127
Ch. 10		Helping Networking Agents Spread Your Messages		129
Ch. 11		Building a Social Media Campaign		147
Ch. 12		Measuring Reach and Impact of Online Word of Mouth		157
Epilogue		The Future		183
App		An Assessment Worksheet		185
		Index		193

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