9781118176283

Unmarketing : Stop Marketing - Start Engaging

by
  • ISBN13:

    9781118176283

  • ISBN10:

    1118176286

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2/21/2012
  • Publisher: Wiley
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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

Summary

For generations, marketing has been hypocritical. We've been taught to market to others the way we hate being marketed to (cold-calling, flyers, ads); yet we're all aware that no one likes to be marketed to. Potential and current customers want to be listened to, validated, and have a platform to be heard -- especially online. This book shows people how to create a mindset and systems that perpetually attract the right customers. Instead of teaching the tired method of Push & Pray method (pushing out marketing messages, and praying people buy), UnMarketing focuses on the Pull & Stay technique (pulling your market towards you and staying/engaging with them, so when they have the need for your product/service, you're the logical choice). This revised edition has the following updates: Addition of two new chapters: "Awesomeness of Being an Author 2.0" and "UnBook Tour" New information on targeted Google and Facebook ads and how, even with these targeted ads, relationships are still important Updates to the chapter on Twitter versus Facebook versus Linked In Updates to/additions of any new terms (i.e. Twitter lists, Facebook chat, Google+) Updates to the chapter on Tweetathon, as more has been done on this project Updates to Chapter 28, "Stirring Coffee"

Author Biography

Scott Straiten is the President of UnMarketing.com and is an expert in the types of viral, social, and authentic marketing that he calls "Un-Marketing." His clients' viral marketing videos have been viewed over 60 million times and have generated major returns. Stratten has recently appeared on sites like Mashable.com and CNN.com, as well as in publications such as the Wall Street Journal, USA Today, and Fast Company. He speaks and consults 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 good conversation. Visit UnMarketing.com

Table of Contents

Introductionp. xi
Hierarchy of Buyingp. 1
A Word on Expertsp. 4
Trust Gapp. 7
Restaurant That Didn't Get Itp. 11
Cold Callingp. 15
Aiming Your Company at the Bottom of the Barrelp. 17
Pull and Stayp. 22
Reasons Why Companies Don't Use Social Mediap. 25
Social Media (Social Currency as Well)p. 27
Twitter versus Facebook versus LinkedIn versus Google+p. 30
Social Media Platformingp. 36
HARO-Platforming Examplep. 42
The Game Has Changed: Immediacy and Relevancyp. 44
Publicized Customer Servicep. 47
Don't Bank on the Boldp. 53
Seven Deadly Social Media Sinsp. 55
How Twitter Changed My Businessp. 63
Tassimop. 69
Local Twitterp. 73
Domino's-Word of Mouth: Mouths Are Moving…p. 77
Naked Pizzap. 80
Don't Feed the Trollsp. 82
Tweetathonp. 85
Your Website-Old School versus New Schoolp. 88
Captchasp. 99
Experience Gapp. 102
Raising and Keeping the Bar High-Cirquep. 105
Stirring Coffeep. 108
Experience Gap for Small Bizp. 115
Using Stop Start Continuep. 118
Zapposp. 121
Rockportp. 126
FreshBooksp. 129
Why You Can't Learn From Millionairesp. 132
Transparency and Authenticityp. 135
My Transparency on Twitterp. 137
Your Transparency on Twitterp. 139
Affiliatesp. 141
Testimonialsp. 143
Bestsellersp. 145
Why Being a Work-at-Home Mom Is Bad for Businessp. 147
Hello? Walmart?p. 149
Idea Creationp. 151
Idea Deliveryp. 154
Doing In-Person Seminarsp. 159
Tele-Seminarsp. 164
Tele-Summitsp. 168
How and Why I Created a Summit Ebook Insteadp. 171
Viral Marketingp. 177
Undercover UnMarketingp. 201
Putting It Into Practicep. 207
Lushp. 210
Trade Showsp. 212
Social Media at Trade Showsp. 221
UnNetworking: Why Networking Events Are Evilp. 223
The Awesomeness of Being a 2.0 Authorp. 227
The UnTourp. 231
The UnEndp. 234
Acknowledgmentsp. 237
Indexp. 241
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