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9781118315224

Book of Business Awesome/The Book of Business Unawesome : How Engaging Your Customers and Employees Can Make Your Business Thrive

by
  • ISBN13:

    9781118315224

  • ISBN10:

    1118315227

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2012-08-07
  • Publisher: Wiley

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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 Acknowledgmentsp. ix
How One Man Changed a Billion-Dollar Brandp. 1
Marketing Is a Verbp. 4
Companies Aren't Awesome; People Arep. 7
Remarry Your Current Customersp. 11
The Sun Rises Onlinep. 14
Sporting Event Awesomep. 17
I Think Geeks Rulep. 20
DKNY 4 U 2p. 24
PR Stands for People Reactp. 27
The Red Cross Is Getting Slizzerdp. 30
Grand Rapids Serves Up Some Humble Piep. 34
The One Thing More Delicious Than Ice Creamp. 36
How to Apologize to a Womanp. 40
How to Ship Out Your Reputation, and Then Return Itp. 42
You Can't Ignore What You Hatep. 44
The Only Good Use for QR Codesp. 46
Benefit of the Brand Doubtp. 48
How to Spice Up an Old Brandp. 51
How Manya Made Vegas Awesomep. 53
Fractional Reactionp. 56
Third Circlep. 58
Reflecting on Awesomep. 62
Part Man, Part Machine, All Crowdfundedp. 65
The Social Media ROI Conversationp. 68
Before Social ROIp. 71
Connect Outside Your Field of Visionp. 74
Peripheral Referralsp. 76
7 Dollars and an iROI, Lessons in Social Return on Investmentp. 78
30 Tips for Speakersp. 81
Rocking a Panelp. 87
Shedding Some Social Poundsp. 90
You Don't Need the Man If You Are the Man: Why I Love Louis CKp. 92
The Hall of Famep. 95
Mr. Happy Crackp. 97
Pimp My Liftp. 100
Nightmaresp. 102
An Awesome Sweatbandp. 111
Moncton Snowblowerp. 114
Calgary Philharmonicp. 118
A Unicorn Fighting a Bearp. 120
Awesome Endp. 122
Table of Contents provided by Ingram. All Rights Reserved.

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