口碑——引爆网络狂欢效应的锦囊妙计 World Wide Rave: Creating Triggers That Get Millions Of People To Spread Your Ideas And Share Your Stories

基本信息

Format:Hardback 208 pages

Publisher:John Wiley & Sons Inc

Imprint:John Wiley & Sons Inc

ISBN:9780470395004

Published:27 Mar 2009

Weight:342g

Dimensions:186 x 132 x 16 (mm)

页面参数仅供参考，具体以实物为准

书籍简介○

全球狂欢！

那是什么呀？

全球狂欢是指世界各地的人们都在谈论您、您的公司和您的产品。 当社区热切地链接到您在网络上的内容时。 这是网上热议将买家吸引到您的虚拟家门口的时候。 当大量粉丝访问您的网站和博客时，因为他们真的想访问那里。

狂欢节规则：

○没有人关心你的产品（除了你）。

○不需要强制。

○失去控制。

○扎根。

○将世界指向您的（虚拟）家门口。

○您可以引发全球狂欢：只需创建人们想要分享的有价值的东西，并让他们轻松分享即可。

当人们无法停止在网上谈论您、您的公司和您的产品时，会发生什么？ 全球狂欢的诞生可以推动一个品牌或公司看似瞬间名利双收。 你如何创建一个？

在《World Wide Rave》中，屡获殊荣的畅销书《营销和公关的新规则》的作者大卫·米尔曼·斯科特 (David Meerman Scott) 揭示了从头开始建立庞大受众群体的令人兴奋和有力的方法。

A World Wide Rave!

What the heck is that?

A World Wide Rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there.

Rules of the Rave:

Nobody cares about your products (except you).

No coercion required.

Lose control.

Put down roots.

Point the world to your (virtual) doorstep.

You can trigger a World Wide Rave: Just create something valuable that people want to share and make it easy for them to do so.

What happens when people can't stop talking online about you, your company, and your products? A World Wide Rave is born that can propel a brand or company to seemingly instant fame and fortune. How do you create one?

In World Wide Rave, David Meerman Scott, author of the award-winning hit book The New Rules of Marketing and PR, reveals the most exciting and powerful ways to build a giant audience from scratch. 

作者简介

David Meerman Scott 是一位屡获殊荣的在线营销策略师、企业家、主题演讲人和研讨会主持人。 他是同样来自 Wiley 的畅销书《营销和公关新规则》一书的作者。

David Meerman Scott is an award-winning online marketing strategist, entrepreneur, keynote speaker, and seminar leader. He is the bestselling author of The New Rules of Marketing and PR, also from Wiley.

目录

部分目录，仅供参考

A World Wide Rave 2

Rules of the Rave 3

Telling stories 7

When 7 = 350,000,000 7

Tapping the enthusiasm of millions of fans 9

The World Wide Rave empowers you 12

You must ignore the old rules of advertising and PR 13

We are the world 14

A dream come true 15

Fear not: You, too, can create a World Wide Rave 16

Girls fight back! 17

Get out your mobile phones! 19

Nobody Cares About Your Products (Except You) 23

Understand buyer personas to trigger a World Wide Rave 24

I love a good audit 25

Stupid cancer: I’m too young for this! 29

Forget about your products 31

Are you a talent fanatic? 36

How big is your “world”? 38

A resume? or an e-book? 40

What about business-to-business e-books? 44

How to make your e-book a World Wide Rave 46

Sex, shaving, and your oral health 48

E-book your way to fame and fortune 49

You can’t do that with the Yellow Pages 50

When not to have sex (in your e-book) 53

A local World Wide Rave 54

People want to do business with people 56

No Coercion Required 59

Unscrupulous marketing techniques 60