Table of contents for Building buzz to beat the big boys : word of mouth marketing for small businesses / Steve O'Leary and Kim Sheehan.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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CONTENTS
ACKNOWLEDGMENTS
INTRODUCTION
1: THE IMPORTANCE OF WORD OF MOUTH AND
CUSTOMER COMMUNTIES
Today's Retail Environment
What Are Word of Mouth Marketing and Customer Communities?
What Customer Communities Will Do for Your Business
Why Word of Mouth Marketing Is So Popular Now
Why You Should Harness the Power of Word of Mouth
Word of Mouth and the Local Store Advantage
How a Customer Community Fits Into Your Advertising Plus
	Summing Up
2: WHO ARE YOUR CUSTOMERS?
Defining Your Trading Area by Geography and Zip Codes
Determining the Demographics of Your Trading Area
Looking At Your Business By Customer Segments
Your Loyalty Segments: Family, Flirts, and Phantoms
Getting the Data About Your Customers
	Summing Up
	
3: GETTING STARTED WITH WORD OF MOUTH
Background, Definitions, and History of Word of Mouth
Just What Is Word of Mouth
Understanding the Effectiveness of Word of Mouth
Elements of a Word of Mouth Campaign
Using Information To Create Word of Mouth
Delivering the Communication
Working With Traditional Advertising
Using Word of Mouth With the Family, Flirts and Phantoms
Creating and Working With Store Champions
Summing Up
4: ENCOURAGING AND REWARDING WORD OF MOUTH WITH FAMILY,
FLIRTS, AND PHANTOMS
Asking Your Customers To Talk About Your Store
Understanding Rewards and Loyalty Systems
Types of Rewards Programs
Selecting the Best Rewards Program For Your Business
Creating a Personalized Loyalty Program
Useful Information
Personal Communications As Its Own Reward
Turning Loyalty Into Referrals
Summing Up
5: HOW CUSTOMER COMMUNITIES WORK
Customer Communities as the 'Third Place'
Understanding the Customer Benefits of Communities
Best Practices of Customer Communities
Understanding How Communities Pay Off for Your Store
Summing Up
6: ESTABLISHING YOUR ONLINE COMMUNITY
Successes and Challenges of Online Communities
Choosing A Format for Your Online Community
Identifying Social Glue to Bring Your Community Together
Selecting the Best Glue
Involving Customers in Your Community
Facilitating and Moderating Your Community
Making the 'Third Space'
Summing Up
7: GROWING AND SUPPORTING YOUR ONLINE 
COMMUNITY
Ways To Get Online Members into Your Store
Creating A Community Space In Your Store
Involving Your Employees in Community Efforts
Roles Your Employees Can Play
Reaching Out To Local Organizations to Aid Your Community Efforts
Selecting Activities
Successfully Implementing Community Marketing Programs
Summing Up
8: TRACKING THE RESULTS 
Defining Success and Tracking Results
Sales Measurements That Track Changes in Your In Your Business
Customer Service Measurements That Indicate Changes In Your Business
In-Store Measurements
Ways to Measure Word of Mouth Activity
Measuring the Value of Your Community
Making Sense of Measures
Summing Up
9: KEEPING YOUR COMMUNITY FRESH ANDGROWING	
The "Cluster Effect" and How Its Impact On Your Community
Understanding the Power of Social Networking through Myspace 
Keeping Interest and Involvement Alive
Revisiting Your Marketing Grid
Clarifying Community Roles
Summing Up
10: ETHICAL CONSIDERATIONS THAT WILL MAKE
YOUR COMMUNITY MORE SUCCESSFUL 
Why Privacy Statements Are Important
Steps In Developing and Implementing Your Privacy Program
Transparency and How It Effects the Legitimacy of Your 
Community
Examples of Digressions in Transparency
Word of Mouth Marketing Association Principles of WOM Marketing
Summing Up
11: THE ADVENTURE BEGINS
			
APPENDIX: YOUR LOCAL STORE MARKETING TOOLBOX
Toolbox 1: Developing Your Marketing Grid
Toolbox 2: Creating a Map to Discover Your Trading Area
Toolbox 3: Using Zip Code Tabulation to Think about your Local Market Area
Toolbox 4: A Primer on Demographics
Toolbox 5: Data Collection Techniques
Toolbox 6: Talking to Customers: What to Ask
Toolbox 7: Analyzing Data
Toolbox 8: Collecting Data on Your Web Site
REFERENCES
Index

Library of Congress Subject Headings for this publication:

Word-of-mouth advertising.
Small business -- Marketing.