UnMarketing: Stop Marketing. Start Engaging

UnMarketing: Stop Marketing. Start Engaging

by Scott Stratten, Alison Kramer


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Product Details

ISBN-13: 9781118176283
Publisher: Wiley
Publication date: 02/21/2012
Edition description: Revised
Pages: 272
Product dimensions: 5.90(w) x 8.90(h) x 0.80(d)

About the Author

SCOTT STRATTEN is the President of UnMarketing.com and is an expert in the types of viral, social, and authentic marketing that he calls "Un-Marketing." His clients' viral marketing videos have been viewed over 60 million times and have generated major returns. Stratten has recently appeared on sites like Mashable.com and CNN.com, as well as in publications such as the Wall Street Journal, USA Today, and Fast Company. He speaks and consults globally on how businesses can engage better (or at all!) with their current and potential customer base using social media, viral marketing—and just plain old good conversation. Visit UnMarketing.com

Table of Contents

Introduction xi

1 Hierarchy of Buying 1

2 A Word on Experts 4

3 Trust Gap 7

4 Restaurant That Didn’t Get It 11

5 Cold Calling 15

6 Aiming Your Company at the Bottom of the Barrel 17

7 Pull and Stay 22

8 Reasons Why Companies Don’t Use Social Media 25

9 Social Media (Social Currency as Well) 27

10 Twitter versus Facebook versus LinkedIn versus Googleþ 30

11 Social Media Platforming 36

12 HARO—Platforming Example 42

13 The Game Has Changed: Immediacy and Relevancy 44

14 Publicized Customer Service 47

15 Don’t Bank on the Bold 53

16 Seven Deadly Social Media Sins 55

17 How Twitter Changed My Business 63

18 Tassimo 69

19 Local Twitter 73

20 Domino’s—Word of Mouth: Mouths Are Moving . . . 77

21 Naked Pizza 80

22 Don’t Feed the Trolls 82

23 Tweetathon 85

24 Your Website—Old School versus New School 88

25 Captchas 99

26 Experience Gap 102

27 Raising and Keeping the Bar High—Cirque 105

28 Stirring Coffee 108

29 Experience Gap for Small Biz 115

30 Using Stop Start Continue 118

31 Zappos 121

32 Rockport 126

33 FreshBooks 129

34 Why You Can’t Learn From Millionaires 132

35 Transparency and Authenticity 135

36 My Transparency on Twitter 137

37 Your Transparency on Twitter 139

38 Affiliates 141

39 Testimonials 143

40 Best Sellers 145

41 Why Being a Work-at-Home Mom Is Bad for Business 147

42 Hello? Walmart? 149

43 Idea Creation 151

44 Idea Delivery 154

45 Doing In-Person Seminars 159

46 Tele-Seminars 164

47 Tele-Summits 168

48 How and Why I Created a Summit Ebook Instead 171

49 Viral Marketing 177

50 Undercover UnMarketing 201

51 Putting It Into Practice 207

52 Lush 210

53 Trade Shows 212

54 Social Media at Trade Shows 221

55 UnNetworking: Why Networking Events Are Evil 223

56 The Awesomeness of Being a 2.0 Author 227

57 The UnTour 231

58 The UnEnd 234

Acknowledgments 237

Index 241

Customer Reviews

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UnMarketing 4.1 out of 5 based on 0 ratings. 14 reviews.
Jaybaer More than 1 year ago
Here's what makes UnMarketing an unusual, yet worthy use of your marketing education time: UNpretentious Unlike so many marketing books, Stratten doesn't overcomplicate the subject matter. He believes that common sense should prevail, and that UnMarketing success is rooted in the creation of everyday "wow" moments. His self-deprecation adds a hilarious, warm tone throughout. UNstructured There isn't a narrative or progression in the book, but rather a collection of 57 short observations, lessons, and anecdotes. For readers that consume material in bits and pieces, this format is ideal. You can easily read UnMarketing over time in 10 or 15-minute chunks. UNafraid Sacred cows are slaughtered in UnMarketing, both in the material and in the book's packaging. (The faux testimonials on the back of the book are priceless) Stratten's rant against direct marketing - "People still teach courses on how to cold-call better! That's like finding a better way to punch people in the face" is one of the more memorable examples of his outlook. UNderstandable One of the most commendable aspects of this book is Stratten's gift for boiling down a marketing principle to its simplest form. His "Pull and Stay" advice; segmenting customers into barrels; platforming; social currency, and other concepts are instantly applicable to real world marketing challenges fitting a wide variety of circumstances. The examples and mini case studies he presents provide insights that leave you nodding your head and thinking you could adopt the same approaches. UNsettling Stratten has a knack for gaps. The two sections in the book on the Trust Gap and the Experience Gap are among the strongest in UnMarketing. Both are wake-up calls for marketers, and make the case that separating marketing from day-to-day customer experiences is an impossibility. Stratten writes: "The space between the best services, often what a new customer receives and the worst experience is what I call the Experience Gap. As a business owner your goal needs to be having no gap at all, optimizing every point of contact with your customer." A tall order, to be certain. UNdercover The best parts of UnMarketing are when the author uses his own circumstances to make a point about the importance of people and customer experience. His tale of his switch of coffee loyalty from Tim Horton's to McDonald's is a documentary-style account of how real people perceive and are impacted by business details we all too often take for granted. As you might expect, UnMarketing is not your typical marketing and business book. It's a boullabaise of advice and observations on social media, viral marketing, and customer experience, with a side order of social media how-to. There are a few sections devoted to the mechanics of Twitter, Facebook, Linkedin, and other social media operational specifics. Because they are relatively high level overviews, these aren't the strongest components of the book, and if you want details on Twitter or Facebook best practices, I recommend Kyle Lacy's Twitter for Dummies and Mari Smith and Chris Treadway's Facebook Marketing an Hour a Day. But, if you're looking for an always-interesting, impactful, funny, practical book to get you excited about marketing again, you should pick up a copy of UnMarketing. Scott Stratten is a compelling character with panache and wit, and he puts these strengths to great use in his first bo
callmejacx on LibraryThing 27 days ago
A friend had recommended this book to me. He assured me that reading this one book will give me all the know how on social media, he didn't tell me how much fun I would get in reading it.The world has changed so drastically in the last decade. It will never be the same so you might as well know and understand how to use these new ways for your business.Marketing for a business had always been a financial decision. That has changed since Facebook, twitter, LinkedIn, YouTube, etc. No need for cold calling, distribution of flyers, expensive ads. From one of the leading experts in viral and social marketing Scott teaching us how market your business effectively to today's customers in the simplist of terms.Scott Stratten makes unlearning our old ways and learning new ways to attract the customers you want by making relationships. How do you do that? You have to read the book. Before I read this book, I started getting a feel for what this book is all about. I was getting tired of doing the same thing over and over and seeing the same results over and over again, getting no where fast. I started being me and making the best of me. Getting to know me first and then putting their trust in me is what makes success. Scott added so much more to what I now believe works. Not only does it work it is so much more fun. Less stress too. What is there not to love.Scott helps us understand the 21st century marketing approach. He speaks of pulling your customers towards you and them wanting to stay with you. This will only benefit your business.I enjoyed this book so much. Without Scott's footnotes I may not have liked it as much. This is a book that I will keep going to for help. Plus will follow him on twitter and anywhere else I can find him.
Anonymous More than 1 year ago
But now his strategies are laughable. Oh how times change!
Anonymous More than 1 year ago
A good book about how you truly gain business. My only complaints are the book is longer than it needs to be. I felt like he kept saying the same thing over and over again in a different way. He also referenced twitter way more than needed and made a point to let you know how big a fan he is. Otherwise, it's a good read.
Margaret_Yang More than 1 year ago
You know you live in the modern world when acquiring Twitter followers is a marketable skill. Scott Stratten spent months following people on Twitter and gaining followbacks. He then made an emotionally-appealing video for his followers. It went viral, Stratten started public speaking, and a career as a marketing consultant was born. One of Stratten’s favorite sayings is “You’re an expert when you say you’re an expert.” Which brings to mind one of my favorite sayings: “On the internet, no one knows you’re a dog.” Twitter is amazing. Of course it is. And Stratten is good at it. However, there is an entire world that is not Twitter-savvy. It’s possible to be well-connected online by using other platforms, such as Facebook, blogs, and Tumblr, but Stratten never discusses those things. It’s as if the entire internet is limited to 140-character micro-updates. Moreover, instead of developing truly meaty content, and then tweeting about it, Stratten’s tweets are an end in themselves. There is no there, there. UNMARKETING has short chapters, which can be read in any order since they don’t connect with each other in any meaningful way. The book feels like scrolling through the archives of a blog. Like most blogs, it’s very writer-centric, making UNMARKETING read more like a memoir than a how-to. Stratten learned to use Twitter, got some freebies because he uses Twitter, and screwed up a few times with his mailing list but got better at it. Fair enough. He’s writing about his own experience because its worked for him. However, he’s not teaching other people how to duplicate his success. That isn’t to say UNMARKETING is all bad. There is some solid marketing advice in here. Stratten understands that with social currency, you have to give before you get. He’s against spammy things like auto-responders. He knows how to set up a newsletter and even what the welcome message to new subscribers should look like. He discusses what makes a good website and uses social networking in clever ways. He obviously knows his job and is probably good at working one-on-one with companies to craft their marketing message. However, he doesn’t know how to broaden that message into a more general how-to. There isn’t enough material that’s applicable to enough people to make UNMARKETING worth the time spent reading it.
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RolfDobelli More than 1 year ago
Traditional marketing strategies have lost steam as social networking and other tools provide companies with more options for engaging directly with potential and current customers. The "UnMarketing" way encourages connecting, listening and engaging. Scott Stratton delivers his unmarketing advice in a series of vignettes written in a personable, humorous style. Though the author breaks little new ground here, getAbstract recommends his entertaining stories, examples and how-tos. They perfectly illustrate how to stop marketing and start unmarketing to make friends, attract new business and retain current customers.
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SOSensible More than 1 year ago
I very much liked the content of this book. The author is a bit crude here and there but not to a grand excess. In spite of that if you are looking to learn how to market and perhaps even looking on a better way to do prospecting this book will build your understanding. Great read also if you need to understand the whole social marketing concept.
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SKSDesigns More than 1 year ago
Scott is nothing short of authentic at his speaking engagements and this book on UnMarketing is just an extension of his goal to illustrate the importance of engagement. Throughout the book, Scott gives many examples from his own business that verify that the days of cold calling are over. People don't want to be sold products - they want to be sold experiences. People don't want to "trust you" - they want you to earn their trust. Customers are the ones that are voting on your business or products with their money and if you don't engage and build a relationship with your customers, you are missing the boat. Read it. Read it twice. Engage. Build relationships. Succeed!