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The New Relationship Marketing: How to Build a Large, Loyal, Profitable Network Using the Social Web

Mari Smith, Guy Kawasaki (Foreword by)
ISBN: 978-1-118-06306-4
238 pages
October 2011
The New Relationship Marketing: How to Build a Large, Loyal, Profitable Network Using the Social Web (1118063066) cover image
A top social media guru shares the secrets to expanding your business through relationships

People have always done business with people they know, like, and trust. That's the essence of "relationship marketing." Today, the popularity of online social networking has caused a paradigm shift in relationship marketing. This book helps businesspeople and marketers master this crucial new skill set. Social marketing expert Mari Smith outlines a step-by-step plan for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales,, and more.

If you're a businessman or businesswoman feeling the pressure to shift your approach to using social media marketing, to better understand the new soft skills required for success on the social web, and to improve your own leadership and relationship skills through emotional and social intelligence, this book is for you.

  • Outlines how to become a significant "center of influence" for your customers and prospects
  • Explains the unspoken rules of online etiquette—and the common "turnoffs" that drive customers and potential partners away
  • Details the unique cultures of Facebook, Twitter, and other popular online platforms
  • Shows exactly what to automate and delegate to build your social media persona, yet still retain the personal touch

Even if you currently have zero presence online, this book will help you see measurable results in a short time.

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Foreword GUY KAWASAKI xvii

Acknowledgments xix

Introduction What Is the New Relationship Marketing, and Why Is It Crucial to Businesses Today? xxiii

PART ONE RELATIONSHIP MARKETING BASICS 1

Chapter 1 How to Get Started in Relationship Marketing and Overcome Your (Perfectly Normal) Fears 3

Chapter 2 The New Business Skills Everyone Needs 19

Chapter 3 How to Stay Connected, Yet Protect Your Time and Privacy 37

PART TWO NINE STEPS TO SIGNIFICANTLY GROWING YOUR BUSINESS THROUGH RELATIONSHIP MARKETING 51

Chapter 4 Step 1: Create a Solid Foundation With the Right Culture 53

Chapter 5 Step 2: Review Your Relationships and Chart Your Five Contact Circles 63

Chapter 6 Step 3: Assess and Improve Your Online Presence 85

Chapter 7 Step 4: Build Your Network and Become a Center of Influence 111

Chapter 8 Step 5: Become an Authority Through Quality Content 135

Chapter 9 Step 6: Turn Fans, Friends, and Followers Into Paying Customers 145

Chapter 10 Step 7: Go Offline to Optimize Your Online Marketing 157

Chapter 11 Step 8: Protect Yourself From the Dark Side of the New Web 173

Chapter 12 Step 9: Implement Advanced Relationship Marketing Techniques and Become a Top Industry Leader 183

Conclusion How to Adapt as Technology Changes: The Future of Relationship Marketing 195

Notes 203

Resources 207

Index 213

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Mari Smith is a passionate social media leader, specializing in relationship marketing and Facebook mastery. She is coauthor of Facebook Marketing: An Hour A Day. Fast Company describes Mari as "a veritable engine of personal branding, a relationship marketing whiz and the Pied Piper of the Online World." Dun & Bradstreet Credibility named Mari one of the Top Ten Most Influential Small Business People on Twitter. Mari travels extensively nationally and internationally as an accomplished social media speaker and trainer. With her popular blog at MariSmith.com, and her large, loyal following on Facebook, Twitter, and now Google+, Mari is considered one of the top resources and thought leaders in the world of new media marketing.

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October 21, 2011
The New Relationship Marketing

Business is about people…and always has been. No one can succeed in business without building relationships – after all, who wants to do business with someone they don’t know…or worse, someone they don’t like!

People have always done business with people they know, like, and trust. That's the essence of "relationship marketing." But now the popularity of online social networking has shifted methods of connecting with consumers, stakeholders, and potential partners – and businesses that master both new and traditional ways of nurturing customer relationships are gaining market share.

In The New Relationship Marketing: How to Build a Large, Loyal, Profitable Network Using the Social Web, social marketing expert Mari Smith outlines a proven nine-step program for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales, and more.

Mari aims to help busy professionals, executives and business owners foster high quality relationships with customers and their community at large. Just as she does in The New Relationship Marketing, Mari can discuss:

  • How to become a significant "center of influence" for your customers and prospects
  • The unspoken rules of online etiquette—and the common turnoffs that drive customers and potential partners away
  • How to navigate the unique cultures of Facebook, Twitter, and other popular online platforms
  • What you can automate and delegate to build your social media persona, yet still retain the personal touch
  • Unique culture of each popular online platform and how to interact within it

“Those individuals and companies with the largest ‘social footprint’ get the biggest successes, the big bucks, the big wins,” says Smith. “It's not what you know, it's who you know – but, more importantly, who knows you and what they know about you.”

By fostering high quality relationships with customers and their community at large, businesses can easily begin to see an increase in measurable results, including profits. 

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