Details

<p>Introduction xi</p> <p>1 Everything Has Changed and Nothing is Different 1</p> <p>2 The Hierarchy of Buying 3</p> <p>3 A Word on Experts 7</p> <p>4 Trust Gap 11</p> <p>5 ROD: Return on Donuts 15</p> <p>6 Restaurant That Didn’t Get It 19</p> <p>7 Cold-Calling 23</p> <p>8 Aiming Your Company at the Bottom of the Barrel 27</p> <p>9 Pull and Stay 33</p> <p>10 Reasons Why Companies Don’t Use Social Media 37</p> <p>11 Social Media (Social Currency as Well) 39</p> <p>12 Twitter versus Facebook versus LinkedIn 43</p> <p>13 Social Media Platforming 47</p> <p>14 UnPodcasting 53</p> <p>15 HARO 57</p> <p>16 The Game Has Changed: Immediacy and Relevancy 59</p> <p>17 Publicized Customer Service 63</p> <p>18 Don’t Bank on the Bold 69</p> <p>19 Seven Deadly Social Media Sins 73</p> <p>20 The Millennials Are Coming 81</p> <p>21 How Twitter Changed Scott’s Business 85</p> <p>22 Tassimo 91</p> <p>23 Domino’s—Word of Mouth: Mouths Are Moving . . . 95</p> <p>24 Naked Pizza 99</p> <p>25 Don’t Feed the Trolls 101</p> <p>26 Social Media for Social Good 105</p> <p>27 Your Website—Old School versus New School 113</p> <p>28 Your Captcha is Craptcha 123</p> <p>29 Experience Gap 127</p> <p>30 Raising and Keeping the Bar High—Cirque 131</p> <p>31 Stirring Coffee 135</p> <p>32 Using “Stop Start Continue” 143</p> <p>33 Zappos 147</p> <p>34 Rockport 153</p> <p>35 FreshBooks 155</p> <p>36 Why You Can’t Learn from Millionaires 159</p> <p>37 Authenticity and Transparency 163</p> <p>38 For Whom the Bell Mobility Tolls 167</p> <p>39 Scott’s Transparency on Twitter 175</p> <p>40 Your Transparency 177</p> <p>41 Affiliates 179</p> <p>42 Testimonials 183</p> <p>43 Best Sellers 187</p> <p>44 Why Being a Work-at-Home Mom is Bad for Business 189</p> <p>45 Hello? Walmart? 193</p> <p>46 Idea Creation 197</p> <p>47 Idea Delivery 201</p> <p>48 Doing In-Person Seminars 207</p> <p>49 Tele-Seminars (now Webinars) 213</p> <p>50 Viral Marketing 217</p> <p>51 Video 227</p> <p>52 Be Prepared for Success 235</p> <p>53 Undercover UnMarketing 241</p> <p>54 Putting It into Practice 247</p> <p>55 Lush 251</p> <p>56 Trade Shows 253</p> <p>57 Social Media at Trade Shows 261</p> <p>58 UnNetworking: Why Networking Events Are Evil 265</p> <p>59 The Awesomeness of Being a 2.0 Author 269</p> <p>60 The UnTour 273</p> <p>61 The UnEnd 277</p> <p>Index 279</p>

<p><b>SCOTT STRATTEN</b> and <b>ALISON STRATTEN</b> are cohosts of not only The UnPodcast, but five children, two dogs, and two cats. The original <i>UnMarketing</i> was the first of four bestselling books they've written together, which contain their thoughts on the changing world of business through their experiences of entrepreneurship, two degrees (Alison), not lasting long as an employee (both), and screaming at audiences around the world (Scott, Alison is more restrained). They were put on this earth to remind the world that not all Canadians are passively polite. Businesses like PepsiCo, Saks Fifth Avenue, IBM, Cirque du Soleil, Microsoft, and others have been brave enough to want their advice, to the point that Scott has been named one of the Top 5 Social Media Influencers in the world by <i>Forbes.com</i>. They now spend their time keynoting around the world and realize they rank 10th and 11th in order of importance in their home.</p>

<p><b>UnMarket to build trust and make lifelong customers!</b></p> <p>In 2009, Scott Stratten and Alison Stratten wrote the bestselling <i>UnMarketing: Stop <p>Marketing, Start Engaging</i> and began a journey that would take them around the world sharing their message of engagement with corporations, entrepreneurs, and students.They are now back with this second edition, because Everything has Changed and Nothing is Different, with all the brilliance of the first edition, plus new content and commentary to reflect the rapidly changing landscape we all live, buy, and work in today. <p>For generations, marketing has been hypocritical. We've been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves? <p><i>UnMarketing</i> shows you how to unlearn the old ways and consistently attract and engage the right customers. You'll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be heard-especially online. With <i>UnMarketing</i>, you'll create a relationship with your customers, and make yourself the logical choice for their needs. We know you've been told to act like other people, talk like other people, and market like all the people, but it is time for you to unlearn everything and start to UnMarket yourself. <p><i>UnMarketing</i> includes the latest information on: <p>Idea Creation, Viral Marketing and Video, Marketing to Millennials, Authenticity, Transparency and Immediacy, Ethics and Affiliates, Social Media Platforming, UnPodcasting, Word of Mouth, Customer Service, Consumer Advocacy and Leadership. <p>With examples of what to do, and what not to do, from small business right up to worldwide corporations in areas such as real estate, travel, service, retail, and B2B.

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