Web 2.0 has taken on buzzword status. It's now shorthand for everything that is new, cutting-edge, and gaining momentum online. Web 2.0 can describe particular Web sites; cultural trends like social networking, blogging, or podcasting; or the underlying technology that makes today's coolest Web applications possible. Many Web 2.0 innovations were pioneered by behemoths like Google, Amazon, Apple, YouTube, and MySpace. But even the smallest, leanest companies can take advantage of the new trends, new and open-source programming tools, and new networks. This book presents a wealth of ideas that will enable any business to quickly and affordably deploy Web 2.0 best practices to gain customers and maximize profits.

Web 2.0 is more a series of trends than a basket of things: --More and more, power is in the hands of individual users and their networks. --Web content is distributed, sorted, combined, and displayed across the Web in formats and places not anticipated by the content creators. --New technology now makes rich online experiences and complex software applications possible, and at a low cost. --Integration is breaking down walls between PCs and mobile devices. Web 2.0 is a landscape in which users control their online experience and influence the experiences of others. Business success on the Web, therefore, now comes from harnessing the power of social networks, computing networks, media and opinion networks, and advertising networks. Web 2.0 takes advantage of higher bandwidth and lighter-weight programming tools to create rich, engaging online experiences that compete with television and other offline activities. With examples and case studies from real businesses, this book demonstrates what makes a successful Web 2.0 company, regardless of its size or resources. A non-technical guide, it is aimed squarely at the marketer or business manager who wants to understand recent developments in the online world, and to turn them into practical, competitive advantages.

This practical guide can help any business or organization make sense of the social media buzz and build a successful online community. Social media can be an incredibly powerful marketing tool that brings a company or organization huge rewards. But for beginners in this new world, the potential risks are also high. Consumers are particularly passionate in the online world; the most active social networkers are poised to be your brand's gushing fans-or your most scathing critics. Both multimillion-dollar profits and self-inflicted PR fiascos are possible via social media. This guidebook begins by defining "social media," "social networking," and other terms that may be ambiguous, then details what recent market research reveals about the scope and growth rate of the social media landscape. Real-world examples of both large and small organizations who have successfully implemented social media strategies are showcased, and the hype and failed promise of famous flash-in-the-pan social networks are examined. The author outlines a comprehensive strategy for success with social media, including practical information on watching metrics, establishing beachheads, determining your driver, building a checklist of driver "amplifications," and combating the "what now?" factor. Offers in-depth, how-to advice on the four major social media platforms of interest to most businesses and explores corporate blogging Shares both social media success stories and cautionary examples of real-world social media efforts gone awry Explores the future of social media marketing

Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn't whether to take your business onto social media platforms--but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business.In it, we simplify tasks that might otherwise be complicated--like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up. The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author's own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it's ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz. What you'll learn Businesspeople will learn: * How to assess the size of the opportunity.Not the total social media universe (irrelevant), but the size and complexion of their market niches. * Reasonable goals for brand awareness, leads, and sales--and how to measure them. * Best practices for success on Facebook, Twitter, LinkedIn, Groupon, and other SM platforms. * How much to invest in people and infrastructure based on goals. * How to write a social media business plan and execute program goals crisply. * What the legal and PR risks are with a social media program--and how to avoid them Who this book is for Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for entrepreneurs, managers, marketers, and other business leaders who want to get their companies up to speed in today's social media landscape. This includes businesspeople rolling out new projects, products, events, or services that would benefit from word-of-mouth and other social media buzz. It's especially for those who have rolled out social media programs that have disappointed and who need to understand how to get the results they are seeking.Last, it's for people new to the topic who suddenly find themselves approving budgets, promotions, or initiatives for social media and need to know where to begin and what is at stake.