UnMarketing
Реклама. ООО «ЛитРес», ИНН: 7719571260.
Оглавление
Stratten Alison. UnMarketing
INTRODUCTION
1. EVERYTHING HAS CHANGED AND NOTHING IS DIFFERENT
2. THE HIERARCHY OF BUYING
3. A WORD ON EXPERTS
4. TRUST GAP
5. ROD. RETURN ON DONUTS12
6. RESTAURANT THAT DIDN'T GET IT
7. COLD-CALLING
8. AIMING YOUR COMPANY AT THE BOTTOM OF THE BARREL
The Better Bottom of the Barrel
9. PULL AND STAY
10. REASONS WHY COMPANIES DON'T USE SOCIAL MEDIA
11. SOCIAL MEDIA (SOCIAL CURRENCY AS WELL)
12. TWITTER VERSUS FACEBOOK VERSUS LINKEDIN
Conversational Social
Visual Social
Dark Social
13. SOCIAL MEDIA PLATFORMING
14. UNPODCASTING38
15. HARO
16. THE GAME HAS CHANGED. IMMEDIACY AND RELEVANCY
17. PUBLICIZED CUSTOMER SERVICE
18. DON'T BANK ON THE BOLD
19. SEVEN DEADLY SOCIAL MEDIA SINS44
Greed
Gluttony
Sloth
Envy
Wrath
Lust
Pride
20. THE MILLENNIALS ARE COMING49
21. HOW TWITTER CHANGED SCOTT'S BUSINESS
22. TASSIMO
23. DOMINO'S – WORD OF MOUTH. MOUTHS ARE MOVING…
24. NAKED PIZZA
25. DON'T FEED THE TROLLS
26. SOCIAL MEDIA FOR SOCIAL GOOD
27. YOUR WEBSITE – OLD SCHOOL VERSUS NEW SCHOOL
Brochure versus Hub
Pitch versus Authenticity Newsletters
Static versus Dynamic
Our Site versus Your Site
I'm Great versus You're Great
A Jungle versus a Map
High versus Low Barrier to Engagement
28. YOUR CAPTCHA IS CRAPTCHA
Pop-Ups
29. EXPERIENCE GAP
30. RAISING AND KEEPING THE BAR HIGH – CIRQUE
31. STIRRING COFFEE
32. USING “STOP START CONTINUE”
33. ZAPPOS
34. ROCKPORT
35. FRESHBOOKS
36. WHY YOU CAN'T LEARN FROM MILLIONAIRES
37. AUTHENTICITY AND TRANSPARENCY
38. FOR WHOM THE BELL MOBILITY TOLLS109
39. SCOTT'S TRANSPARENCY ON TWITTER
40. YOUR TRANSPARENCY
41. AFFILIATES
42. TESTIMONIALS
43. BEST SELLERS
44. WHY BEING A WORK-AT-HOME MOM IS BAD FOR BUSINESS
45. HELLO? WALMART?
46. IDEA CREATION
47. IDEA DELIVERY
48. DOING IN-PERSON SEMINARS
49. TELE-SEMINARS (NOW WEBINARS)
50. VIRAL MARKETING
The Landing Page
Emotion – How Do You Decide?
51. VIDEO
52. BE PREPARED FOR SUCCESS
53. UNDERCOVER UNMARKETING
54. PUTTING IT INTO PRACTICE
55. LUSH
56. TRADE SHOWS
57. SOCIAL MEDIA AT TRADE SHOWS
58. UNNETWORKING. WHY NETWORKING EVENTS ARE EVIL
59. THE AWESOMENESS OF BEING A 2.0 AUTHOR
Accessibility
60. THE UNTOUR
Brand Enhancement
Value People
Real-World Networking
61. THE UNEND
INDEX
Отрывок из книги
Scott Stratten | Alison Stratten
It was the start of an exchange that would set off a chain of events and would shift our opinion of a billion-dollar establishment with one simple act. Let us explain. It's no secret we “enjoy” Las Vegas. After going there 15 times in the past four years, we consider ourselves unofficial tour guides and residents of Sin City.
.....
Marketing happens every time you engage (or not) with your past, present, and potential customers. UnMarketing also takes it one step further – it is any time anyone talks about your company. Word of mouth is not a project or a viral marketing ploy. The mouths are already moving. You need to decide if you want to be a part of the conversation, which is why we call it UnMarketing – the ability to engage with your market. Whether you employ thousands or are a one-person show, you are always UnMarketing. It's what comes naturally, not being forced to do things that make you ill. 1 It's authentic, it's personal, and it's the way to build lifelong fans, relationships, and customers.
If you believe business is built on relationships, make building them your business.
.....