Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories, and Draw Customers (Hardcover)

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.

學習如何善用網絡口碑，發揮其力量，並衡量您的行動的成果。

精明、策略性且恰到好處，《實施口碑營銷》是任何需要了解網絡口碑動態的公司或組織的必讀指南。這本強大的書籍將指導您辨識自己的網絡影響者，打造與您的消費者共鳴的故事，並透過社交媒體專家進行信息傳播。

• 引導您辨識並與網絡影響者互動，以管理您的聲譽、推廣您的品牌和銷售您的產品


• 揭示網絡口碑如何在網絡上傳播


• 探索組織與其網絡支持者互動、利用網絡和動員大眾的策略


• 解釋如何設計網絡口碑活動


• 包括衡量網絡口碑活動影響力的工具

充滿案例研究、研究報告和檢查清單，這本寶貴的指南將明確地向您展示如何利用網絡支持者的力量傳遞故事、提供推薦並吸引人們購買。