Description

Book Synopsis
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 communityeven 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 outco

    Table of Contents

    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

BuiltIn Social

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    A Hardback by Jeff Korhan

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      Book details

      Publisher John Wiley & Sons Inc
      Published 17 May 2013
      ISBN-13 9781118529744
      978-1118529744
      ISBN-10 111852974X

      Description

      Book Synopsis
      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 communityeven 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 outco

        Table of Contents

        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

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