Korhan Built-In Social

Essential Social Marketing Practices for Every Small Business
1. Auflage 2013
ISBN: 978-1-118-63179-9
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 224 Seiten, E-Book

How to redesign your business for social relevance andprofitable success
Marketing today is driven by the customer. The old mindset wasfinding customers for your products and services. The new one iscollaborating with the customers whose trust you have earned todevelop better products and services for them. Businesses thatsucceed today acknowledge that they are in shared relationshipswith customers, employees, and other influencers in thecommunity--even competitors. Built-In Social provides astep-by-step approach to building a business channel that alignsyour business with its ideal customers and ensures yourorganization's continued relevance and success.
* Intended for mainstream businesses that want to get resultsfrom social media networking and marketing but have been frustratedby the obstacles, namely, the lack of a basic method or structure(and a practical step-by-step approach) for converting relevantsocial qualities into profitable outcomes
* Author Jeff Korhan is a speaker, trainer, and coach helpingmainstream small businesses increase their influence, enhancecustomer relationships, and accelerate growth
Built-In Social will show you how to turn visibility,authenticity, accessibility, community, and relevance intomeasurable and profitable gains.

Autoren/Hrsg.

Korhan, Jeff

Inhaltsverzeichnis

Preface vii
Introduction 1
PART ONE ATTRACTION: YOUR ESSENTIAL CONTENT MARKETING STRATEGY
Chapter 1 How the Social Web Works 11
Chapter 2 Designing Your Business Around Social 31
Chapter 3 Every Business Is Now a Media Company 51
PART TWO ENGAGEMENT: SOCIAL NETWORKING AND MARKETING
Chapter 4 Communities Are the New Markets 75
Chapter 5 Meet Your New Business Partners 95
Chapter 6 Business Is Now Personal 113
PART THREE CONVERSION: TRANSFORMING TRUST INTO NEW BUSINESS
Chapter 7 Social and Local Are Built-In Mobile 131
Chapter 8 Creating Digital Marketing Assets 153
Chapter 9 Relationship Selling in the Trust Economy 171
Chapter 10
Avoiding the Race to the Bottom 189
Appendix 195
Acknowledgments 199
Index 201

Über Autor(innen)

JEFF KORHAN is a marketing speaker, trainer, and coachhelping small businesses use social media and Internet marketing tocreate exceptional customer experiences that accelerate businessgrowth. He is a former Fortune 50 sales and marketing executive wholater founded a landscape services company that was twice namedSmall Business of the Year. Jeff is a syndicated publisher andregular content contributor to leading business publications, andhis New Media and Small Business Marketing site is ranked among theTop 100 Small Business blogs in the world by Technorati Media. Helives in suburban Chicago, Illinois.
Visit www.jeffkorhan.com to connect with Jeff.