Built-In Social E-Book

Jeff Korhan

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch
• Veröffentlichungsjahr: 2013

Seitenzahl: 272

Beschreibung

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.

Leseprobe

Contents

Preface

Introduction

Part One: Attraction: Your Essential Content Marketing Strategy

Chapter 1: How the Social Web Works

Social Marketing is a Process

Search Drives the Web

Search Engine Optimization for Regular People

Freshness and Authority for Relevance and Influence

Facebook and the Wisdom of Friends

Social Graphs—The Secret You Need to Know

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

Facebook

Linkedin

Twitter

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

Cooperation in the Connection Economy

Collaboration Makes Everyone Better

Business Partnering is the New Leadership

Give Them Something to Talk About

From Product to Community Management

Community Management Responsibilities

Chapter 6: Business Is Now Personal

Personalization Makes Your Business Memorable

Local Business Leaders are Trusted Celebrities

The Facebook Generation Effect

Connected Micro-Community Networks

The Trend Toward Open Access

Collaboration is the New Marketing

Being a Likeable Business

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

Just Show Up

Your Work is Never Done

How This Works

Press Publish

Enjoy the Process

Appendix

Acknowledgments

Index

Cover image: Mouse Team © Marcello Bortolino/iStockphoto

Cover design: C. Wallace

Copyright © 2013 by Jeff Korhan. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Korhan, Jeff, 1957-

Built-in social : essential social marketing practices for every small business / Jeff Korhan.

pages cm

Includes index.

ISBN 978-1-118-52974-4 (hbk.); ISBN 978-1-118-63179-9 (ebk); ISBN 978-1-118-63189-8 (ebk); ISBN 978-1-118-63193-5 (ebk)

1. Social marketing. 2. Small business. I. Title.

HF5414.K667 2013

658.8’72—dc23

2012049075

To Ali and Zak—thank you for your honesty and inspiration.

Preface

HOW BUILT-IN SOCIAL WILL HELP YOUR BUSINESS—A THREE-STEP PROCESS

This book is organized into three essential components or strategies, all of which build on your present marketing strategy, and of course, incorporate your process for closing sales.

First, we focus on the transformational shift in the business environment, why and how your business needs to adapt to it, and how a content marketing strategy is integral to accomplishing that online.

Then we get into the techniques of using social media well, by engaging with communities: getting to know them, helping to solve their problems, and ultimately building trust that can be converted into new business. It’s a simple formula for helping people to know, like, and trust you and your business.

The final component of the three-step process shows you how to convert that trust into growing and sustaining your business, regardless of the economic conditions.

WHAT BUILT-IN SOCIAL WILL GIVE YOU

If you are a small business owner or work for a mainstream small business—this book is for you. Many of the books available on this subject miss the mark because they are not grounded in an understanding that comes from direct experience operating a mainstream small business, along with an understanding of how both social and media work.

For this reason, be prepared for fresh insights, honesty, and a few pleasant surprises. One of my objectives is to clarify and simplify so that you can start getting the results you have been expecting, but have nonetheless failed to achieve. In short, I hope to reignite your enthusiasm for this remarkable platform that is ideally suited to small businesses in local communities.

One of the reasons small businesses do not “get” social media is they see and hear so much about the technology, yet they miss the global understanding of how it works to accomplish practical business objectives. There are necessary skills you will have to develop to be successful, but they are not the ones that most businesses assume are important.

I will help you learn, in a relatively short period of time, what has taken me years of study and practice to develop—and that is grounded in decades of experience operating a mainstream small business. You’ll learn how to use the social networks to engage and share your perspectives with the audiences for whom your solutions are most relevant. You’ll better understand the role of search engines and how they influence buying behaviors, and most important, you will learn why content marketing is the most vital component of a viable social marketing strategy.

Ready to get started?

Introduction

YOU CAN DO THIS

After a successful decade as a corporate sales and marketing executive I was increasingly anxious to operate a business of my own. Months of research and study produced nothing more than anxiety. Then one day I just made a decision to indulge my love for plants and nature by starting a landscape business. What followed were two successful decades and thousands of practical lessons.

That business became a laboratory for testing ideas, and every time I made a breakthrough it seemed so obvious that I often wondered why there wasn’t a manual of some kind where it was written down. Now there is. It turns out many of those lessons are just as relevant today, with the primary difference being how technology has introduced better methods and practices for getting results.

You don’t need a marketing degree or to be technologically savvy to be successful with social marketing, although both are useful. More important is a basic understanding of business, the desire to help your customers, and a reliable process to effectively engage them with your business in a meaningful way. gives you that process.