UnMarketing: Stop Marketing. Start Engaging

268 Pages·2012·1.22 MB·English

by  Scott Stratten

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Stop Marketing. Start Engaging.
Scott Stratten
JohnWiley&Sons,Inc.
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Copyright#2012byScottStratten.Allrightsreserved.
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LibraryofCongressCataloging-in-PublicationData:
Stratten,Scott.
UnMarketing:stopmarketing.Startengaging/ScottStratten.—Rev.andupdated.
p.cm.
ISBN:978-1-118-17628-3(pbk)
ISBN:978-1-118-28842-9(ebk)
ISBN:978-1-118-28841-2(ebk)
ISBN:978-1-118-28840-5(ebk)
1. Relationshipmarketing. 2. Viralmarketing. I. Title.
HF5415.55.S762012
658.8002–dc23 2011042846
PrintedintheUnitedStatesofAmerica
10 9 8 7 6 5 4 3 2 1
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ForUnJunior
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Contents
Introduction xi
1 HierarchyofBuying 1
2 AWordonExperts 4
3 TrustGap 7
4 RestaurantThatDidn’tGetIt 11
5 ColdCalling 15
6 AimingYourCompanyattheBottomoftheBarrel 17
7 PullandStay 22
8 ReasonsWhyCompaniesDon’tUseSocialMedia 25
9 SocialMedia(SocialCurrencyasWell) 27
vii
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viii CONTENTS
10 TwitterversusFacebookversusLinkedInversusGoogleþ 30
11 SocialMediaPlatforming 36
12 HARO—PlatformingExample 42
13 TheGameHasChanged:ImmediacyandRelevancy 44
14 PublicizedCustomerService 47
15 Don’tBankontheBold 53
16 SevenDeadlySocialMediaSins 55
17 HowTwitterChangedMyBusiness 63
18 Tassimo 69
19 LocalTwitter 73
20 Domino’s—WordofMouth:MouthsAreMoving . . . 77
21 NakedPizza 80
22 Don’tFeedtheTrolls 82
23 Tweetathon 85
24 YourWebsite—OldSchoolversusNewSchool 88
25 Captchas 99
26 ExperienceGap 102
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Contents ix
27 RaisingandKeepingtheBarHigh—Cirque 105
28 StirringCoffee 108
29 ExperienceGapforSmallBiz 115
30 UsingStopStartContinue 118
31 Zappos 121
32 Rockport 126
33 FreshBooks 129
34 WhyYouCan’tLearnFromMillionaires 132
35 TransparencyandAuthenticity 135
36 MyTransparencyonTwitter 137
37 YourTransparencyonTwitter 139
38 Affiliates 141
39 Testimonials 143
40 BestSellers 145
41 WhyBeingaWork-at-HomeMomIsBadforBusiness 147
42 Hello?Walmart? 149
43 IdeaCreation 151