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UnMarketing: Stop Marketing. Start Engaging, Revised and Updated

ISBN: 978-1-118-17628-3
272 pages
February 2012
UnMarketing: Stop Marketing. Start Engaging, Revised and Updated (1118176286) cover image
Stop marketing. Start UnMarketing.

No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this is "marketing," then the world would probably prefer whatever is the opposite of that.

If you're ready to stop marketing and start engaging, then welcome to UnMarketing. The landscape of business-customer relationships is changing, and UnMarketing gives you innovative ways out of the old "Push and Pray" rut. Instead, draw the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you.

This updated and revised edition includes new information on building relationships through Twitter, Facebook, LinkedIn, and Google+. UnMarketing supplies you with a winning approach to stop ineffective marketing and put relationships first—then reap the long-term, high-quality growth that follows!

"[INSERT NAME HERE] has written a game changer for [INSERT INDUSTRY HERE]. Drop everything and read this book!"
Famous author who hasn't read this book

"This book has a great amount of words."
Fortune 500 CEO who was at an open-bar event with the author and agreed to give testimonial

"This book is the greatest business book in the world, besides mine."
Author who only gives testimonials to people who give him one in return

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Introduction xi

1 Hierarchy of Buying 1

2 A Word on Experts 4

3 Trust Gap 7

4 Restaurant That Didn’t Get It 11

5 Cold Calling 15

6 Aiming Your Company at the Bottom of the Barrel 17

7 Pull and Stay 22

8 Reasons Why Companies Don’t Use Social Media 25

9 Social Media (Social Currency as Well) 27

10 Twitter versus Facebook versus LinkedIn versus Googleþ 30

11 Social Media Platforming 36

12 HARO—Platforming Example 42

13 The Game Has Changed: Immediacy and Relevancy 44

14 Publicized Customer Service 47

15 Don’t Bank on the Bold 53

16 Seven Deadly Social Media Sins 55

17 How Twitter Changed My Business 63

18 Tassimo 69

19 Local Twitter 73

20 Domino’s—Word of Mouth: Mouths Are Moving . . . 77

21 Naked Pizza 80

22 Don’t Feed the Trolls 82

23 Tweetathon 85

24 Your Website—Old School versus New School 88

25 Captchas 99

26 Experience Gap 102

27 Raising and Keeping the Bar High—Cirque 105

28 Stirring Coffee 108

29 Experience Gap for Small Biz 115

30 Using Stop Start Continue 118

31 Zappos 121

32 Rockport 126

33 FreshBooks 129

34 Why You Can’t Learn From Millionaires 132

35 Transparency and Authenticity 135

36 My Transparency on Twitter 137

37 Your Transparency on Twitter 139

38 Affiliates 141

39 Testimonials 143

40 Best Sellers 145

41 Why Being a Work-at-Home Mom Is Bad for Business 147

42 Hello? Walmart? 149

43 Idea Creation 151

44 Idea Delivery 154

45 Doing In-Person Seminars 159

46 Tele-Seminars 164

47 Tele-Summits 168

48 How and Why I Created a Summit Ebook Instead 171

49 Viral Marketing 177

50 Undercover UnMarketing 201

51 Putting It Into Practice 207

52 Lush 210

53 Trade Shows 212

54 Social Media at Trade Shows 221

55 UnNetworking: Why Networking Events Are Evil 223

56 The Awesomeness of Being a 2.0 Author 227

57 The UnTour 231

58 The UnEnd 234

Acknowledgments 237

Index 241

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SCOTT STRATTEN 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
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February 24, 2012
@UnMarketing listed 5th by Forbes.com as Top Influencer in Social Media

What’s it mean to be a top influencer in social media? Ask Scott Stratten, author of the Revised and Updated edition of UnMarketing: Stop Marketing. Start Engaging. As President of Un-Marketing, Scott is an expert in Viral, Social, and Authentic Marketing. In December 2011, Forbes.com listed Scott 5th on the Top 10 list of social media influencers.

Forbes.com presented their social pull research through PeekAnalytcis and explained, “PeekAnalytics measures not only the size of the consumer audience, but their quality in terms of their network size, social participation and their ability to spread a message further.” What separates Scott amongst other influencers is his inherent ability to UnMarket. He understands how to position a trusted expert in front of a target market, so when someone has a need, they are the one chosen.

Formerly a music industry marketer, national sales training manager and a Professor at the Sheridan College School of Business, Scott ran his “UnAgency” for nearly a decade before focusing on speaking at events for companies like PepsiCo, Adobe, Red Cross, Cirque du Soleil, Saks Fifth Avenue and Fidelity Investments. When these brands need help guiding their way through the viral/social media and relationship marketing landscape, Scott is their go-to.

In 2010, Scott’s journey with the first edition of UnMarketing started with a simple tweet, “Who wants an UnBook Tour stop in their city? Several cities later, Scott was traveling to audiences across the country in exchange for book sales. Scott reverses the old techniques of marketing to gain fulfilling business-customer relationships. His passion and witty personality comes out most when speaking on stage, preaching engagement. Scott’s UnBook Tour will continue with the Revised and Updated edition of UnMarketing.

For generations, marketing has been hypocritical. We’ve been taught to market to others the way we hate being marketed to; yet we're all aware that no one likes to be marketed to! People don't read newspapers for the ads; they don't sit by the phone waiting for a cold call; and no one rushes to their mailbox looking for junk mail. Scott teaches how to unlearn the old way of marketing and begin UnMarketing by building relationships through Twitter, Facebook, LinkedIn, and Google+.

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UnMarketing: Stop Marketing. Start Engaging, Revised and Updated (US $18.95)

-and- CauseWired: Plugging In, Getting Involved, Changing the World (US $16.95)

Total List Price: US $35.90
Discounted Price: US $26.92 (Save: US $8.98)

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