Book description
How to redesign your business for social relevance and profitable success
Marketing today is driven by the customer. The old mindset was finding customers for your products and services. The new one is collaborating with the customers whose trust you have earned to develop better products and services for them. Businesses that succeed today acknowledge that they are in shared relationships with customers, employees, and other influencers in the community—even competitors. Built-In Social provides a step-by-step approach to building a business channel that aligns your business with its ideal customers and ensures your organization's continued relevance and success.
Intended for mainstream businesses that want to get results from social media networking and marketing but have been frustrated by the obstacles, namely, the lack of a basic method or structure (and a practical step-by-step approach) for converting relevant social qualities into profitable outcomes
Author Jeff Korhan is a speaker, trainer, and coach helping mainstream small businesses increase their influence, enhance customer relationships, and accelerate growth
Built-In Social will show you how to turn visibility, authenticity, accessibility, community, and relevance into measurable and profitable gains.
Table of contents
- Cover
- Contents
- Title
- Copyright
- Dedication
- Preface
- Introduction
-
Part One: Attraction: Your Essential Content Marketing Strategy
- Chapter 1: How the Social Web Works
-
Chapter 2: Designing Your Business Around Social
- Apple Retail Stores
- Influencers are Your Allies
- The Influence of Social Media
- Social Creates Expectations
- Consumers Have a Voice
- Customer Service is Moving Online
- Social Objects
- Sustaining a Business in the Trust Economy
- Getting Customers to Know Your Business
- Likeable is for Brands; Friendly is for Businesses
- Business in the Trust Economy
-
Chapter 3: Every Business Is Now a Media Company
- Marketers are Now Teachers
- Building the Classroom
- Evergreen Content Curriculum
- Your Collective Business Channel
- Thinking Like a Media Company
- Provide Valuable Programming
- Engage the Community
- How Blogging Makes Your Business Better
- How to Start Blogging
- Website Architecture for Your Content
- The Responsibilities of a Media Company
-
Part Two: Engagement: Social Networking and Marketing
-
Chapter 4: Communities Are the New Markets
- The Community Ecosystem
- When the Business is the Community
- The Social Business Model
- Social Entrepreneurship
- The Cure Starts Now
- Each Social Channel is a Distinct Community
- Little Things Often Matter The Most
- Google+
- Your Blog
- Sustainable Business is the By-Product of Engaged Communities
- Digital Social Signals
- Customers Lead Market Changes
- Chapter 5: Meet Your New Business Partners
- Chapter 6: Business Is Now Personal
-
Chapter 4: Communities Are the New Markets
-
Part Three: Conversion: transforming Trust into New Business
-
Chapter 7: Social and Local are Built-In Mobile
- Mobile Means Business
- Mobile is Attention
- How is Your Business Adapting to Mobile?
- Merging the Virtual and Physical Worlds
- Practical Uses of QR Codes for Business
- Mobile Cloud Computing
- Mobile Responsive Websites
- Local is Context
- The Context of Time and Place
- Take Your Audience on a Journey
- Social is Influence
- Social Creates Alignment
- Your Mobile Strategy
-
Chapter 8: Creating Digital Marketing Assets
- Content is Always an Asset
- Digital Content Marketing Assets
- Websites, Blogs, and E-Mail Newsletters—The Three Essential Digital Business Assets
- Blogs Versus Websites—The Real Difference
- Advantages of a Blog as Your Social Media Hub
- The Art of E-Mail Marketing
- Making the Most of Your Digital Assets
- Know Your Audience
- Establish Expectations
- Keep Raising the Bar
- Secure Your Assets
- Be Ready to PIVOT
-
Chapter 9: Relationship Selling in the Trust Economy
- The Sales Process
- Your Front-Stage Process
- Your Backstage Process
- Name Your Process
- Sales and Marketing Congruency
- Your Company Wants the Business
- You Can Handle the Business
- They Will Enjoy Working With You
- Relationship Selling Practices
- Designing Your Sales Process
- Design Your Process Around the New Customer
- Chapter 10: Avoiding the Race to the Bottom
-
Chapter 7: Social and Local are Built-In Mobile
- Appendix
- Acknowledgments
- Index
Product information
- Title: Built-In Social: Essential Social Marketing Practices for Every Small Business
- Author(s):
- Release date: April 2013
- Publisher(s): Wiley
- ISBN: 9781118529744
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