Unmarketing : Stop Marketing - Start Engaging

by Stratten, Scott

• ISBN13: 9781118176283
• ISBN10: 1118176286
• Edition: Revised
• Format: Paperback
• Copyright: 2012-02-21
• Publisher: Wiley

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

Introduction	p. xi
Hierarchy of Buying	p. 1
A Word on Experts	p. 4
Trust Gap	p. 7
Restaurant That Didn't Get It	p. 11
Cold Calling	p. 15
Aiming Your Company at the Bottom of the Barrel	p. 17
Pull and Stay	p. 22
Reasons Why Companies Don't Use Social Media	p. 25
Social Media (Social Currency as Well)	p. 27
Twitter versus Facebook versus LinkedIn versus Google+	p. 30
Social Media Platforming	p. 36
HARO-Platforming Example	p. 42
The Game Has Changed: Immediacy and Relevancy	p. 44
Publicized Customer Service	p. 47
Don't Bank on the Bold	p. 53
Seven Deadly Social Media Sins	p. 55
How Twitter Changed My Business	p. 63
Tassimo	p. 69
Local Twitter	p. 73
Domino's-Word of Mouth: Mouths Are Moving…	p. 77
Naked Pizza	p. 80
Don't Feed the Trolls	p. 82
Tweetathon	p. 85
Your Website-Old School versus New School	p. 88
Captchas	p. 99
Experience Gap	p. 102
Raising and Keeping the Bar High-Cirque	p. 105
Stirring Coffee	p. 108
Experience Gap for Small Biz	p. 115
Using Stop Start Continue	p. 118
Zappos	p. 121
Rockport	p. 126
FreshBooks	p. 129
Why You Can't Learn From Millionaires	p. 132
Transparency and Authenticity	p. 135
My Transparency on Twitter	p. 137
Your Transparency on Twitter	p. 139
Affiliates	p. 141
Testimonials	p. 143
Bestsellers	p. 145
Why Being a Work-at-Home Mom Is Bad for Business	p. 147
Hello? Walmart?	p. 149
Idea Creation	p. 151
Idea Delivery	p. 154
Doing In-Person Seminars	p. 159
Tele-Seminars	p. 164
Tele-Summits	p. 168
How and Why I Created a Summit Ebook Instead	p. 171
Viral Marketing	p. 177
Undercover UnMarketing	p. 201
Putting It Into Practice	p. 207
Lush	p. 210
Trade Shows	p. 212
Social Media at Trade Shows	p. 221
UnNetworking: Why Networking Events Are Evil	p. 223
The Awesomeness of Being a 2.0 Author	p. 227
The UnTour	p. 231
The UnEnd	p. 234
Acknowledgments	p. 237
Index	p. 241
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