{"product_id":"builtin-social-9781118529744","title":"BuiltIn Social","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eHow to redesign your business for social relevance and profitable success\u003c\/b\u003e  \u003cp\u003eMarketing 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. \u003ci\u003eBuilt-In Social\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIntended 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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePreface vii\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART ONE ATTRACTION: YOUR ESSENTIAL CONTENT MARKETING STRATEGY\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 How the Social Web Works 11\u003c\/p\u003e \u003cp\u003eChapter 2 Designing Your Business Around Social 31\u003c\/p\u003e \u003cp\u003eChapter 3 Every Business Is Now a Media Company 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART TWO ENGAGEMENT: SOCIAL NETWORKING AND MARKETING\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Communities Are the New Markets 75\u003c\/p\u003e \u003cp\u003eChapter 5 Meet Your New Business Partners 95\u003c\/p\u003e \u003cp\u003eChapter 6 Business Is Now Personal 113\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART THREE CONVERSION: TRANSFORMING TRUST INTO NEW BUSINESS\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Social and Local Are Built-In Mobile 131\u003c\/p\u003e \u003cp\u003eChapter 8 Creating Digital Marketing Assets 153\u003c\/p\u003e \u003cp\u003eChapter 9 Relationship Selling in the Trust Economy 171\u003c\/p\u003e \u003cp\u003eChapter 10\u003c\/p\u003e \u003cp\u003eAvoiding the Race to the Bottom 189\u003c\/p\u003e \u003cp\u003eAppendix 195\u003c\/p\u003e \u003cp\u003eAcknowledgments 199\u003c\/p\u003e \u003cp\u003eIndex 201\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406885953879,"sku":"9781118529744","price":16.14,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/builtin-social-9781118529744","provider":"Book Curl","version":"1.0","type":"link"}