"This second edition includes new information on the rapidly changing marketing landscape, including details on targeted ads and search, Snapchat, brand engagement, and more"--
"This second edition includes new information on the rapidly changing marketing landscape, including details on targeted ads and search, Snapchat, brand engagement, and more"--Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
SCOTT STRATTEN and ALISON STRATTEN are cohosts of not only The UnPodcast, but five children, two dogs, and two cats. The original UnMarketing 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 Forbes.com. They now spend their time keynoting around the world and realize they rank 10th and 11th in order of importance in their home.
Inhaltsangabe
Introduction xi 1 Everything Has Changed and Nothing is Different 1 2 The Hierarchy of Buying 3 3 A Word on Experts 7 4 Trust Gap 11 5 ROD: Return on Donuts 15 6 Restaurant That Didn't Get It 19 7 Cold-Calling 23 8 Aiming Your Company at the Bottom of the Barrel 27 9 Pull and Stay 33 10 Reasons Why Companies Don't Use Social Media 37 11 Social Media (Social Currency as Well) 39 12 Twitter versus Facebook versus LinkedIn 43 13 Social Media Platforming 47 14 UnPodcasting 53 15 HARO 57 16 The Game Has Changed: Immediacy and Relevancy 59 17 Publicized Customer Service 63 18 Don't Bank on the Bold 69 19 Seven Deadly Social Media Sins 73 20 The Millennials Are Coming 81 21 How Twitter Changed Scott's Business 85 22 Tassimo 91 23 Domino's-Word of Mouth: Mouths Are Moving . . . 95 24 Naked Pizza 99 25 Don't Feed the Trolls 101 26 Social Media for Social Good 105 27 Your Website-Old School versus New School 113 28 Your Captcha is Craptcha 123 29 Experience Gap 127 30 Raising and Keeping the Bar High-Cirque 131 31 Stirring Coffee 135 32 Using "Stop Start Continue" 143 33 Zappos 147 34 Rockport 153 35 FreshBooks 155 36 Why You Can't Learn from Millionaires 159 37 Authenticity and Transparency 163 38 For Whom the Bell Mobility Tolls 167 39 Scott's Transparency on Twitter 175 40 Your Transparency 177 41 Affiliates 179 42 Testimonials 183 43 Best Sellers 187 44 Why Being a Work-at-Home Mom is Bad for Business 189 45 Hello? Walmart? 193 46 Idea Creation 197 47 Idea Delivery 201 48 Doing In-Person Seminars 207 49 Tele-Seminars (now Webinars) 213 50 Viral Marketing 217 51 Video 227 52 Be Prepared for Success 235 53 Undercover UnMarketing 241 54 Putting It into Practice 247 55 Lush 251 56 Trade Shows 253 57 Social Media at Trade Shows 261 58 UnNetworking: Why Networking Events Are Evil 265 59 The Awesomeness of Being a 2.0 Author 269 60 The UnTour 273 61 The UnEnd 277 Index 279
Introduction xi 1 Everything Has Changed and Nothing is Different 1 2 The Hierarchy of Buying 3 3 A Word on Experts 7 4 Trust Gap 11 5 ROD: Return on Donuts 15 6 Restaurant That Didn't Get It 19 7 Cold-Calling 23 8 Aiming Your Company at the Bottom of the Barrel 27 9 Pull and Stay 33 10 Reasons Why Companies Don't Use Social Media 37 11 Social Media (Social Currency as Well) 39 12 Twitter versus Facebook versus LinkedIn 43 13 Social Media Platforming 47 14 UnPodcasting 53 15 HARO 57 16 The Game Has Changed: Immediacy and Relevancy 59 17 Publicized Customer Service 63 18 Don't Bank on the Bold 69 19 Seven Deadly Social Media Sins 73 20 The Millennials Are Coming 81 21 How Twitter Changed Scott's Business 85 22 Tassimo 91 23 Domino's-Word of Mouth: Mouths Are Moving . . . 95 24 Naked Pizza 99 25 Don't Feed the Trolls 101 26 Social Media for Social Good 105 27 Your Website-Old School versus New School 113 28 Your Captcha is Craptcha 123 29 Experience Gap 127 30 Raising and Keeping the Bar High-Cirque 131 31 Stirring Coffee 135 32 Using "Stop Start Continue" 143 33 Zappos 147 34 Rockport 153 35 FreshBooks 155 36 Why You Can't Learn from Millionaires 159 37 Authenticity and Transparency 163 38 For Whom the Bell Mobility Tolls 167 39 Scott's Transparency on Twitter 175 40 Your Transparency 177 41 Affiliates 179 42 Testimonials 183 43 Best Sellers 187 44 Why Being a Work-at-Home Mom is Bad for Business 189 45 Hello? Walmart? 193 46 Idea Creation 197 47 Idea Delivery 201 48 Doing In-Person Seminars 207 49 Tele-Seminars (now Webinars) 213 50 Viral Marketing 217 51 Video 227 52 Be Prepared for Success 235 53 Undercover UnMarketing 241 54 Putting It into Practice 247 55 Lush 251 56 Trade Shows 253 57 Social Media at Trade Shows 261 58 UnNetworking: Why Networking Events Are Evil 265 59 The Awesomeness of Being a 2.0 Author 269 60 The UnTour 273 61 The UnEnd 277 Index 279
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