Chatter Marketing

Front Cover
Greenleaf Book Group, Oct 1, 2011 - Business & Economics
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A detailed guide to monitoring customers online-and then delivering exactly what they want, when they want itEvery marketer's dream is to overhear what customers say about their company and discover their future purchasing plans. With Chatter Marketing, Neil Rosen reveals how keeping tabs on the "chatter" produced by customers-questions on Twitter, searches on websites, products "liked" on Facebook, posts in user groups-gives marketers an unprecedented look into the minds of their customers.Rosen shows how you can collect and analyze this chatter to get to consumers before they use a search engine and bring up competing products deliver just-in-time content-white papers, blog comments, or YouTube videos-that builds customer trust and seals the sale identify key customers-the ambassadors, influencers, and experts you want on your side build a website optimized for collecting chatter and interacting with consumers drastically increase customer retention and acquisitionAs the trend away from traditional marketing continues, marketers face plenty of questions and challenges; Chatter Marketing is the perfect companion to help you succeed in this evolving online landscape.
 

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Contents

Chatter Marketing Principles
25
Goodbye Spam Hello Chatter
41
Moving Chatter Marketing Beyond Your Website
63
Chatter Marketing Is About Listening
79
When Listening to Your Customers What Do You Listen For?
83
Listen Respond Engage
91
Where Are You Listening?
95
Chatter Marketing Strategy
101
Managing Your Chatter Marketing Engine
139
Chatter Marketing and Your Mission
145
The Future of Chatter Marketing
153
Search Versus Chatter
155
A Word About Privacy
159
Chatter Marketing Changes the Way You Think About Everything
167
Whats in the Future?
171
Conclusion
179

Chatterscores Drive Your Responses
107
Using Text Analytics in Chatter Marketing
117
Engaging with Customers Through Chatter Marketing
121
Chatterboxes
131
Glossary
183
About the Author
187
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