The New Relationship Marketing: How to Build a Large, Loyal, Profitable Network Using the Social Web

( 3 )

Overview

People have always done business with people they know, like,and trust. That's the essence of "relationship marketing." But nowthe popularity of online social networking has shifted our methodsof connecting with consumers, stakeholders, and potential partners.Businesses that master both new and traditional ways of nurturingcustomer relationships are gaining market share.

In The New Relationship Marketing, social marketingexpert Mari Smith outlines a proven nine-step program for ...

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The New Relationship Marketing: How to Build a Large, Loyal, Profitable Network Using the Social Web

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Overview

People have always done business with people they know, like,and trust. That's the essence of "relationship marketing." But nowthe popularity of online social networking has shifted our methodsof connecting with consumers, stakeholders, and potential partners.Businesses that master both new and traditional ways of nurturingcustomer relationships are gaining market share.

In The New Relationship Marketing, social marketingexpert Mari Smith outlines a proven nine-step program for buildinga sizable, loyal network comprised of quality relationships thatgarner leads, publicity, sales, and more. This book will help youunderstand the new soft skills required for success on the socialweb, and to improve your own leadership and relationship skillsthrough emotional and social intelligence. You will learn:

  • How to become a significant "center of influence" for yourcustomers and prospects
  • The unspoken rules of online etiquette—and the commonturnoffs that drive customers and potential partners away
  • How to navigate the unique cultures of Facebook, Twitter, andother popular online platforms
  • What you can automate and delegate to build your social mediapersona, yet still retain the personal touch

Relationships are the "new currency" in business. With MariSmith's expert guidance, you'll get a step-by-step plan for cashingin.

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Product Details

  • ISBN-13: 9781118063064
  • Publisher: Wiley
  • Publication date: 10/25/2011
  • Edition number: 1
  • Pages: 238
  • Sales rank: 650,549
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Mari Smith is a passionate social media leader, specializing in relationship marketing and Facebook mastery. She is coauthor of Facebook Marketing: An Hour A Day. Fast Company describes Mari as "a veritable engine of personal branding, a relationship marketing whiz and the Pied Piper of the Online World." Dun & Bradstreet Credibility named Mari one of the Top Ten Most Influential Small Business People on Twitter. Mari travels extensively nationally and internationally as an accomplished social media speaker and trainer. With her popular blog at MariSmith.com, and her large, loyal following on Facebook, Twitter, and now Google+, Mari is considered one of the top resources and thought leaders in the world of new media marketing.

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Table of Contents

Foreword GUY KAWASAKI xvii

Acknowledgments xix

Introduction What Is the New Relationship Marketing, and Why IsIt Crucial to Businesses Today? xxiii

PART ONE RELATIONSHIP MARKETING BASICS 1

Chapter 1 How to Get Started in Relationship Marketing andOvercome Your (Perfectly Normal) Fears 3

Chapter 2 The New Business Skills Everyone Needs 19

Chapter 3 How to Stay Connected, Yet Protect Your Time andPrivacy 37

PART TWO NINE STEPS TO SIGNIFICANTLY GROWING YOUR BUSINESSTHROUGH RELATIONSHIP MARKETING 51

Chapter 4 Step 1: Create a Solid Foundation With the RightCulture 53

Chapter 5 Step 2: Review Your Relationships and Chart YourFive Contact Circles 63

Chapter 6 Step 3: Assess and Improve Your Online Presence 85

Chapter 7 Step 4: Build Your Network and Become a Center ofInfluence 111

Chapter 8 Step 5: Become an Authority Through Quality Content135

Chapter 9 Step 6: Turn Fans, Friends, and Followers Into PayingCustomers 145

Chapter 10 Step 7: Go Offline to Optimize Your Online Marketing157

Chapter 11 Step 8: Protect Yourself From the Dark Side of theNew Web 173

Chapter 12 Step 9: Implement Advanced Relationship MarketingTechniques and Become a Top Industry Leader 183

Conclusion How to Adapt as Technology Changes: The Future ofRelationship Marketing 195

Notes 203

Resources 207

Index 213

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Customer Reviews

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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted March 12, 2012

    Fantastic Read

    I am a young marketing professional working on creating and developing my personal brand Capacity and Desire. The New Relationship Marketing is a fantastic read. It's a Marketing, Social Media, and Human Relationship book all in one. If you really want to engage and change the world, this is the book to guide you. Definitely read it.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted November 18, 2013

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