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Brief Contents

P re f a c e . . . . x i i

C H A P T E R 1

A n O v e r v i e w o f t h e We b . . . . 1

C H A P T E R 2

Ty p e s o f We b S i t e s . . . . 3 5

C H A P T E R 3

S o c i a l M e d i a a n d S o c i a l N e t w o r k i n g S i t e s . . 7 4

C H A P T E R 4

B l o g g i n g . . . . 1 1 9

C H A P T E R 5

We b - B a s e d V i d e o . . . . 1 4 9

C H A P T E R 6

W i k i s , R S S , M a s h u p s , a n d V i r t u a l Wo r l d s . . 1 8 2

C H A P T E R 7

U n d e r s t a n d i n g t h e B r a n d . . . . 2 1 6

C H A P T E R 8

P l a n n i n g a n d D e v e l o p i n g t h e S i t e . . . . . 2 5 9

C H A P T E R 9

E - C o m m e rc e S i t e s . . . . 2 9 8

C H A P T E R 1 0

P ro g r a m s a n d L a n g u a g e s . . . . 3 3 7

C H A P T E R 1 1

D r i v i n g Tr a f f i c : M a r k e t i n g S t r a t e g i e s . . . . 3 6 2

C H A P T E R 1 2

C a p t u r i n g a n d K e e p i n g a n A u d i e n c e . . . . 4 0 4

C H A P T E R 1 3

Traffic Analysis and Measuring for Success . 4 3 0

A P P E N D I X A

A n a l y z i n g S i t e Tr a f f i c . . . . 4 5 2 I n d e x . . . . 4 5 9

v

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Contents

P re f a c e . . . . x i i

C H A P T E R 1

A n O v e r v i e w o f t h e We b . . . . 1

A Brief History of the Web Through 2001 . . . 2

A Brief History of the Web from 2002 Forward . . . 9

Social Networking on the Web: Its Impact on Relationships and Marketing . . . . 15

Trends and Demographic Breakdowns . . . . 20

Where Do We Go from Here . . . . 23

Chapter Summary . . . . 26

Key Terms . . . . 27

Review Questions . . . . 28

Projects . . . . 32

Endnotes . . . . 33

C H A P T E R 2

Ty p e s o f We b S i t e s . . . . 3 5

The People Behind a Web Site . . . . 36

Owners . . . . 36

Venture Capitalists . . . . 36

Creative Directors . . . . 37

Account and Project Managers . . . . 37

Programmers . . . . 38

Graphic Designers . . . . 38

Copywriters . . . . 39

Marketers . . . . 39

Types of Web Sites . . . . 39

Web Portals . . . . 40

B2B (Business to Business) . . . . 43

B2C (Business to Consumer) . . . . 47

C2C (Consumer to Consumer) . . . . 50

B2E (Business to Employee) . . . . 53

Social Networking . . . . 53 vi

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Informational . . . . 59

Entertainment . . . . 61

Chapter Summary . . . . 67

Key Terms . . . . 67

Review Questions . . . . 68

Projects . . . . 73

Endnotes . . . . 73

C H A P T E R 3

S o c i a l M e d i a a n d S o c i a l N e t w o r k i n g S i t e s . . . . 7 4

An Overview of Social Media and Social Networking Sites . . . . 75

The Rise and Dominance of Social Media. . . . 76

Social Media Optimization . . . . 79

Social Media Marketing . . . . 81

Who Is Using Social Media and How? . . . . 85

Social Networking Sites: Types and Audiences . . . . 86

Generalist Social Networking . . . . 87

Niche Market Social Networking . . . . 97

Social Bookmarking . . . 110

Chapter Summary . . . 111

Key Terms . . . 112

Review Questions . . . 113

Projects . . . 117

Endnotes . . . 117

C H A P T E R 4

B l o g g i n g . . . . 1 1 9

What Is Blogging? . . . 120

The Growth of Blogs . . . 122

Types of Blogs . . . 123

Who Blogs, Who Reads Them, How, and Why . . . 129

Blogging as a Marketing Strategy . . . 132

The Benefits of Blogging . . . 133

The Benefits of Staying Involved in the Blogosphere . . . . 136

The Pitfalls of Blogging . . . 137

Requirements for a Successful Marketing Blog . . . 139

Chapter Summary . . . 141

Key Terms . . . 142

Review Questions . . . 142

Projects . . . 147

Endnotes . . . 148 C O N T E N T S

vii

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C H A P T E R 5

We b - B a s e d V i d e o . . . . 1 4 9

Figuring Out the Format . . . 150

The Flash (.flv) File Format: A Closer Look . . . 155

Who’s Watching What. . . 157

Video as a Social Media Tool . . . 161

Web-Based Video as a Marketing Tool . . . 166

Off the Web: What Goes into Video Production . . . 172

Chapter Summary . . . 174

Key Terms . . . 175

Review Questions . . . 176

Projects . . . 180

Endnotes . . . 180

C H A P T E R 6

W i k i s , R S S , M a s h u p s , a n d V i r t u a l Wo r l d s . . 1 8 2

Wikis . . . 183

RSS Feeds . . . 193

Mashups . . . 197

Virtual Worlds . . . 200

Chapter Summary . . . 210

Key Terms . . . 210

Review Questions . . . 211

Projects . . . 214

Endnotes . . . 215

C H A P T E R 7

U n d e r s t a n d i n g t h e B r a n d . . . . 2 1 6

Breaking Down the Brand . . . 217

Distinguishing the Brand from the Company . . . 218

The Importance of Branding . . . 219

Brand Loyalty . . . 220

Elements of the Brand . . . 227

The Brand Promise . . . 228

The Brand Personality . . . 229

The Unique Selling Proposition . . . 231

Image. . . 232

Consistency . . . 238

The Web’s Place in Brand Building . . . 245

The Web’s Hybrid Status . . . 246

Individual Message Delivery . . . 247

Increased Markets . . . 248

Reinforcement of the Brand Message . . . 250

Heightened Consumer Interaction . . . 251

Chapter Summary . . . 251 viii

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Key Terms . . . 252

Review Questions . . . 253

Projects . . . 257

Endnotes . . . 258

C H A P T E R 8

P l a n n i n g a n d D e v e l o p i n g t h e S i t e . . . . . 2 5 9

Getting the Site Started . . . 260

Developing the Idea . . . 260

Defining the Site Objectives . . . 261

Needs Assessment . . . 261

Understanding the Audience . . . 262

Gathering the Information . . . 264

How the Target Market Affects the Development of a Web Site . . . 266

Getting the Site Developed . . . 271

Working with an Outside Company . . . 272

Baselines: Design and Development . . . 278

Web Site Navigation . . . 278

Navigation Elements: Search Engines, Site Maps, Tag Clouds, and Breadcrumbs . . . 282

Page Layout . . . 286

Graphic Design . . . 290

Content Development . . . 291

Chapter Summary . . . 291

Key Terms . . . 292

Review Questions . . . 293

Projects . . . 296

C H A P T E R 9

E - C o m m e rc e S i t e s . . . . 2 9 8

An Overview of E-Commerce . . . 299

Sources of Revenue . . . 306

Direct Sales . . . 307

Indirect Sales . . . 313

Paid Memberships and Subscriptions . . . 314

Advertising . . . 316

Shopping on the Social Web . . . 317

The Store Layout . . . 317

The Shopping Cart and Check-Out Process . . . 319

Intuitive and Personal Content Provision . . . 328

Feedback and Reviews . . . 329

Chapter Summary . . . 331

Key Terms . . . 332 C O N T E N T S

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Review Questions . . . 332

Projects . . . 336

Endnotes . . . 336

C H A P T E R 1 0

P ro g r a m s a n d L a n g u a g e s . . . . 3 3 7

Relevant Programs and Applications . . . 338

Graphic Design . . . 338

Site Construction . . . 341

Blogs . . . 344

Databases . . . 348

Relevant Programming Languages . . . 349

HTML . . . 350

CSS . . . 351

Java . . . 352

JavaScript. . . 352

PHP . . . 352

Ajax . . . 353

ActionScript . . . 353

Chapter Summary . . . 356

Key Terms . . . 356

Review Questions . . . 357

Projects . . . 361

C H A P T E R 1 1

D r i v i n g Tr a f f i c : M a r k e t i n g S t r a t e g i e s . . . . 3 6 2

The Individual Segments of Marketing . . . 363

Advertising . . . 366

Advertising Campaigns . . . 371

Public Relations . . . 377

Why PR Works . . . 379

How the Web Has Changed PR . . . 380

Direct Marketing . . . 386

Promotions . . . 393

Viral Campaigns . . . 395

Chapter Summary . . . 397

Key Terms . . . 397

Review Questions . . . 398

Projects . . . 402

C H A P T E R 1 2

C a p t u r i n g a n d K e e p i n g a n A u d i e n c e . . . . 4 0 4

Keeping Visitors Interested, Engaged, and Coming Back . . . 405

Popular Web Retention Techniques . . . 410 x

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General Design and Organization . . . 412

Regularly Updated Content and Design . . . 413

Blogging . . . 415

Voting, Polls, and Surveys . . . 416

Contests . . . 417

Loyalty Programs . . . 418

Wish Lists . . . 422

Ongoing Marketing to Existing Customers . . . 422

Chapter Summary . . . 423

Key Terms . . . 424

Review Questions . . . 424

Projects . . . 428

Endnotes . . . 429

C H A P T E R 1 3

Traffic Analysis and Measuring for Success . 4 3 0

Benchmarks for Success: Setting the Right Goals . . . 431

Marketing Goals . . . 431

Web Site Goals . . . 432

Establishing Numbers-Based Goals . . . 433

Site Tracking: Breaking Down the Measurements . . . 437

Google Analytics . . . 437

Chapter Summary . . . 446

Key Terms . . . 447

Review Questions . . . 447

Projects . . . 451 A P P E N D I X A

A n a l y z i n g S i t e Tr a f f i c . . . . 4 5 2 I n d e x . . . . 4 5 9

C O N T E N T S

xi

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