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Grouped : How Small Groups of Friends Are the Key to Influence on the Social Web (Voices That Matter): Adams, Paul: BOOKS KINOKUNIYA
รายละเอียดหนังสือ
Grouped : How Small Groups of Friends Are the Key to Influence on the Social Web (Voices That Matter)
Grouped : How Small Groups of Friends Are the Key to Influence on the Social Web (Voices That Matter)
แต่งโดย Adams, Paul
สำนักพิมพ์ : New Riders Pub
วันที่ตีพิมพ์ : 2011/11
Binding : Paperback
เลขที่ISBN : 9780321804112

ราคาบนระบบBookWeb : THB 849.00
ราคาสำหรับสมาชิกบัตร KPC : THB 764.00

ข้อมูลสินค้าในคลัง : มีสินค้าในร้าน ปกติใช้เวลาประมาณ 3 วันทำการเพื่อจัดส่ง
ภาษา : English
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รายละเอียดหนังสือ
Source: ENG
Academic Descriptors: A93663643 A48500000
Place of Publication: United States
Continuations: Monograph Series,any number
Textual Format: Computer Applications
Academic Level: Extracurricular
Table of Contents
 
Introduction                                       vi
    1 The web is changing                          1  (14)
      How the web is changing                      2  (7)
      Why the web is changing                      9  (2)
      Why the social web is important to your      11 (2)
      business
      Summary                                      13 (1)
      Further reading                              14 (1)
    2 How and why we communicate with others       15 (14)
      Why we talk                                  16 (2)
      What we talk about                           18 (5)
      Who we talk to                               23 (3)
      Summary                                      26 (1)
      Further reading                              27 (2)
    3 How we're connected influences us            29 (22)
      The structure of our social network          30 (6)
      People naturally form groups                 36 (6)
      Social network structure changes how         42 (5)
      we're influenced
      Summary                                      47 (1)
      Further reading                              48 (3)
    4 How our relationships influence us           51 (20)
      Relationship types and patterns              52 (7)
      Strong ties                                  59 (3)
      Weak ties                                    62 (4)
      How relationships change                     66 (1)
      Summary                                      67 (1)
      Further reading                              67 (4)
    5 The myth of the "influentials"               71 (14)
      Highly connected does not mean highly        72 (2)
      influential
      Ideas often spread because people are        74 (3)
      influenceable
      How hubs spread ideas                        77 (4)
      Summary                                      81 (1)
      Further reading                              82 (3)
    6 We are influenced by what is around us       85 (16)
      Social proof                                 86 (4)
      Influence Within Groups                      90 (4)
      Influence within our extended network        94 (1)
      How experts exert influence                  95 (2)
      Summary                                      97 (1)
      Further reading                              97 (4)
    7 How our brain influences us                  101(16)
      We are not rational thinkers                 102(5)
      Most of our behavior is driven by our        107(4)
      nonconscious brain
      Our memory is highly unreliable              111(2)
      Summary                                      113(1)
      Further reading                              114(3)
    8 How our biases influence us                  117(12)
      Other people bias us                         118(2)
      Our perception of value biases us            120(3)
      Our habits bias us                           123(2)
      Environmental cues bias us                   125(1)
      Summary                                      126(1)
      Further reading                              127(2)
    9 Marketing and advertising on the social      129(16)
    web
      The problems facing interruption marketing   130(3)
      The rise of permission marketing and word    133(6)
      of mouth
      Building trust and credibility               139(4)
      Summary                                      143(1)
      Further reading                              143(2)
    10 Conclusion                                  145(7)
      The social web today                         147(2)
      The next few years                           149(3)
Acknowledgments                                    152(2)
Index                                              154
 

The web is undergoing a fundamental change. It is moving away from its current structure of documents and pages linked together, and towards a new structure that is built around people. This is a profound change that will affect how we create business strategy, design, marketing, and advertising. The reason for this shift is simple. For tens of thousands of years we've been social animals. The web, which is only 20 years old, is simply catching up with offline life. From travel to news to commerce, smart businesses are reorienting their efforts around people-around the social behavior of their customers and potential customers. In order to be successful, businesses will need to understand how people are connected, how their social network influences them, how the people closest to them influence them the most, and how it's more important for marketers to focus on small, connected groups of friends rather than looking for overly influential individuals. This book pulls together the latest research from leading universities and technology companies to describe how people are connected, and how ideas and brand messages spread through social networks.It shows readers how to rebuild their business around social behavior, and create products that people tell their friends about.