The Secrets of Marketing in a Web 2.0 World - WSJ.com - The Diigo Meta page

• 24 Sep 09
  

  Beth Tribe

  web20

• 09 Apr 09
  

  james murray

  business networking community web2.0 marketing socialnetworking

• 02 Mar 09
  

  Jesus Alvarez

  That's where this article aims to help. We interviewed more than 30 executives and managers in both large and small organizations that are at the forefront of experimenting with Web 2.0 tools. From those conversations and further research, we identified a set of emerging principles for marketing.

  web2.0 marketing

• 20 Feb 09
  

  Brian Skellenger

  Allied AlliedockSafe WebSite Website design

• 06 Feb 09
  

  bjhill3 Hill

  computech

• 05 Feb 09
  

  Andrew Gaeddert

  business

• 03 Feb 09
  

  Wayne Sutton
• 01 Feb 09
  

  vforvivid vforvivid

  socialmedia business marketing web2.0 socialnetworking web strategy wsj

• 22 Jan 09
  

  Cristina C
  • as a way to obtain consumer feedback and ideas for product development, the online community is much faster and cheaper than the traditional focus groups and surveys used in the past.
• 17 Jan 09
  

  Justin Foster

  This is the article that was a feature in the print version of WSJ.

  social media coverage

• 16 Jan 09
  

  jlackeycns
• 14 Jan 09
  

  romain trillard

  marketing 2.0

• 13 Jan 09
  

  Sue Rostvold

  social.media.marketing

• 12 Jan 09
  

  Marvin Smith

  web2.0 wsj.com media social 2.0 web

• 

  Per Winroth

  marketing social media web 2.0

  • Don't just talk at consumers -- work with them throughout the marketing process.
• 06 Jan 09
  

  Richard Baxter

  marketing

  • But that kind of approach misses the point of 2.0. Instead, companies should use these tools to get the consumers involved, inviting them to participate in marketing-related activities from product development to feedback to customer service.
  • Among other things, company employees have created wikis -- Web sites that allow users to add, delete and edit content -- to list answers to frequently asked questions about each product, and consumers have added significant contributions. For instance, within days of the release of a new piece of software by the company, consumers spotted a problem with it and posted a way for users to deal with it.
  • 3 more annotations...
  • • For instance, a toy company that created a community of hundreds of mothers to solicit their opinions and ideas on toys also enables them to write their own blogs on the site, a feature that many use to discuss family issues.
    • Still others offer consumers peer recognition by awarding points each time they post comments, answer questions or contribute to a wiki entry. Such recognition not only encourages participation, but also has the benefit of allowing both the company and the other members of the community to identify experts on various topics.
    • Many companies told us that a moderator plays a critical role in keeping conversations going, highlighting information that's important to a discussion and maintaining order.
• 05 Jan 09
  

  uhlandfriends -

  Interessanter Artikel über das Marketing in der Web 2.0 Welt.
  
  Inhalte:
  Aufbau eine echten Kundenbeziehung und eines direkten Dialogs.
  Zusammenarbeit mit Kunden (Crowdsourcing, Wisdom of the crowds).
  Involvierung der Kunden und Nutzer in das Marketing.
  
  (via WSJ.com)
  

  online-marketing social-media-marketing

• 

  Roger Harris

  A growing number of marketers are using Web 2.0 tools to collaborate with consumers on product development, service enhancement and promotion. But most companies still don't appear to be well versed in this area.

• 03 Jan 09
  

  Maria Reyes-McDavis

  A growing number of marketers are using Web 2.0 tools to collaborate with consumers on product development, service enhancement and promotion. But most companies still don't appear to be well versed in this area." /><meta name="subsection" content="Special" /><meta name="section" content="Article" /><script type="text/javascript" language="javascript" charset="ISO-8859-1

  web 2.0 business marketing online

• 02 Jan 09
  

  Stacy Lukas

  socialmedia strategy socialnetworking tools wsj

• 29 Dec 08
  

  Miguel Membrado

  marketing web2.0 viral

• 28 Dec 08
  

  dominique turcq
• 26 Dec 08
  

  Aivar Ruukel

  web2.0 socialnetworking tools strategy

• 20 Dec 08
  

  Michel Bauwens

  Consumers are flocking to blogs, social-networking sites and virtual worlds. And they are leaving a lot of marketers behind.

  P2P-Marketing Social-Media P2P

• 18 Dec 08
  

  Jon Alexander

  web2.0 socialmedia socialnetworking marketing marketingtactics online trends strategy Management

• 

  jlearn 2.0

  Article in the Wall Street Journal by SALVATORE PARISE , PATRICIA J. GUINAN and BRUCE D. WEINBERG, December 15, 2008.

  socialmedia marketing

• 

  Lars Bauer

  Dec. 15, 2008

  Marketing Web2.0 articles

• 17 Dec 08
  

  Colin Wong
  • Instead, companies should use these tools to get the consumers involved, inviting them to participate in marketing-related activities from product development to feedback to customer service.
  • How can you do that? A leading greeting-card and gift company that we spoke with is one of many that have set up an online community -- a site where it can talk to consumers and the consumers can talk to each other. The company solicits opinions on various aspects of greeting-card design and on ideas for gifts and their pricing. It also asks the consumers to talk about their lifestyles and even upload photos of themselves, so that it can better understand its market.
  • 3 more annotations...
  • • A marketing manager at the company says that, as a way to obtain consumer feedback and ideas for product development, the online community is much faster and cheaper than the traditional focus groups and surveys used in the past. The conversations consumers have with each other, he adds, result in "some of the most interesting insights," including gift ideas for specific occasions, such as a college graduation, and the prices consumers are willing to pay for different gifts.
    • One lure is to make sure consumers can use the online community to network among themselves on topics of their own choosing. That way the site isn't all about the company, it's also about them. For instance, a toy company that created a community of hundreds of mothers to solicit their opinions and ideas on toys also enables them to write their own blogs on the site, a feature that many use to discuss family issues.
    • Other companies provide more-direct incentives: cash rewards or products, some of which are available only to members of the online community. Still others offer consumers peer recognition by awarding points each time they post comments, answer questions or contribute to a wiki entry. Such recognition not only encourages participation, but also has the benefit of allowing both the company and the other members of the community to identify experts on various topics.
• 

  Chuck Brands
• 

  YH Lim
• 

  Bob M

  economy Macon

• 16 Dec 08
  

  Brad Tollefson
• 

  Bill H

  Post web2.0

  • Don't just talk at consumers -- work with them throughout the marketing
    process.
  • use these tools to get the consumers involved, inviting them to
    participate in marketing-related activities from product development to feedback
    to customer service.
  • 14 more annotations...
  • • A marketing manager at the company says that, as a way to obtain consumer
      feedback and ideas for product development, the online community is much faster
      and cheaper than the traditional focus groups and surveys used in the past. The
      conversations consumers have with each other, he adds, result in "some of the
      most interesting insights," including gift ideas for specific occasions, such as
      a college graduation, and the prices consumers are willing to pay for different
      gifts.
    • Among other things, company employees have created wikis -- Web sites that allow
      users to add, delete and edit content -- to list answers to frequently asked
      questions about each product, and consumers have added significant contributions
    • Give consumers a reason to participate.
    • Consumers have to have some incentive to share their thoughts, opinions and
      experiences on a company Web site
    • Many companies told us that a moderator plays a critical role in keeping
      conversations going, highlighting information that's important to a discussion
      and maintaining order
    • The moderator can also see to it that consumer input is seen and responded to by
      the right people within the company
    • Listen to -- and join -- the conversation outside your site
    • The Lessons: From these early efforts, a set of marketing
      principles have emerged. Among them: get consumers involved in all aspects of
      marketing, listen to and join the online conversation about your products
      outside your site, and give the consumers you work with plenty of leeway to
      express their opinions
    • Resist the temptation to sell, sell, sell
    • When consumers are invited to participate in online communities, they expect
      marketers to listen and to consider their ideas. They don't want to feel like
      they're simply a captive audience for advertising, and if they do they're likely
      to abandon the community.
    • Don't control, let it go.

    • Find a 'marketing technopologist.'

    • I'd want to see someone with the usual M.B.A. consultant's background, strong
      interest in psychology and sociology, and good social-networking skills
      throughout the organization."
    • Embrace experimentation
• 

  Marcelo Negrini

  social media research

• 

  Jon Aston

  marketing business web2.0 social media social_media howto

• 

  Mike Fruchter
• 

  Doug Mitchell

  This article does present much of what we've read in the last few years about what it takes to become a "social marketing" company. But the most incredible point I took away was in the next to the last paragraph "Find a marketing technopologist". A what?
  
  The piece says, " So who should direct a company's forays into Web 2.0 marketing? A number of managers identified an ideal set of skills for an executive that go beyond those of a typical M.B.A. holder or tech expert. We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction. A manager said, "I'd want to see someone with the usual M.B.A. consultant's background, strong interest in psychology and sociology, and good social-networking skills throughout the organization."
  
  So there's my job description...I just didn't know it. I'm a technopologist.

  social media marketing technopologist networking web 2.0 wsj.com

• 15 Dec 08
  

  roland legrand

  tips twitter tools web2.0 web webdesign strategy wsj

• 

  John Oppenheim

  Web2.0 marketing

Would you like to comment?

Join Diigo for a free account, or sign in if you are already a member.