The Book of Business Awesome / The Book of Business UnAwesome

by Stratten, Scott; Kramer, Alison

• ISBN13: 9781118315224
• ISBN10: 1118315227
• Edition: 1st
• Format: Hardcover
• Copyright: 2012-08-07
• Publisher: Wiley

Summary

The Book of Business (Un)Awesome is designed as two short books put together--one read from the front and the other read from the back when flipped over. Each half of the book takes readers through key business concepts related to marketing, human resources, social media, customer service, and other related fields, and looks at the awesome (both "awesomely great" and "awesomely horrible") ways in which companies have taken these concepts and put them into action. The Book of Business Awesome includes case studies of successful businesses that describe how these businesses gained exposure through being awesome and effective. The case studies provide actionable tools that will allow readers to apply the concepts immediately to their own businesses. The flip side of the book, The Book of Business UnAwesome, does the opposite: sharing the train-wreck stories of unsuccessful businesses and showcasing what not to do. Some key concepts include: Conversation is not a campaign The power of peripheral referrals Data is dangerous Outrage is contagious Re-recruiting your employees Re-courting your customers Creating content for your 3rd circle Mission statements don't matter UnAwesome is UnAcceptable

Author Biography

SCOTT STRATTEN is the President of UnMarketing.com, a company that combines efforts in viral, social, and authentic marketing. He has guided companies such as PepsiCo, Adobe, Red Cross, and Saks Fifth Avenue through the viral/social media and relationship marketing landscape. Scott was named one of the top five social media influencers in the world on Forbes.com. He has appeared on Mashable.com and CNN.com, and in the Wall Street Journal, USA Today, and Fast Company. He speaks globally on how businesses can engage better (or at all!) with their current and potential customer base using social media, viral marketing—and just plain old engaging conversation.
Scott travels around the world sharing with audiences the "what not to do in business" stories we all can't get enough of. Lucky for Scott, there is never a shortage of material to draw from. He believes that 85 percent of people in the world are morons (not you, if you buy this book).

Table of Contents

Awesome Acknowledgments	p. ix
How One Man Changed a Billion-Dollar Brand	p. 1
Marketing Is a Verb	p. 4
Companies Aren't Awesome; People Are	p. 7
Remarry Your Current Customers	p. 11
The Sun Rises Online	p. 14
Sporting Event Awesome	p. 17
I Think Geeks Rule	p. 20
DKNY 4 U 2	p. 24
PR Stands for People React	p. 27
The Red Cross Is Getting Slizzerd	p. 30
Grand Rapids Serves Up Some Humble Pie	p. 34
The One Thing More Delicious Than Ice Cream	p. 36
How to Apologize to a Woman	p. 40
How to Ship Out Your Reputation, and Then Return It	p. 42
You Can't Ignore What You Hate	p. 44
The Only Good Use for QR Codes	p. 46
Benefit of the Brand Doubt	p. 48
How to Spice Up an Old Brand	p. 51
How Manya Made Vegas Awesome	p. 53
Fractional Reaction	p. 56
Third Circle	p. 58
Reflecting on Awesome	p. 62
Part Man, Part Machine, All Crowdfunded	p. 65
The Social Media ROI Conversation	p. 68
Before Social ROI	p. 71
Connect Outside Your Field of Vision	p. 74
Peripheral Referrals	p. 76
7 Dollars and an iROI, Lessons in Social Return on Investment	p. 78
30 Tips for Speakers	p. 81
Rocking a Panel	p. 87
Shedding Some Social Pounds	p. 90
You Don't Need the Man If You Are the Man: Why I Love Louis CK	p. 92
The Hall of Fame	p. 95
Mr. Happy Crack	p. 97
Pimp My Lift	p. 100
Nightmares	p. 102
An Awesome Sweatband	p. 111
Moncton Snowblower	p. 114
Calgary Philharmonic	p. 118
A Unicorn Fighting a Bear	p. 120
Awesome End	p. 122
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