UnMarketing: Stop Marketing. Start Engaging, Revised and Updated
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
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
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+.