The New Relationship Marketing E-Book

Mari Smith

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

Seitenzahl: 346

Veröffentlichungsjahr: 2011

Beschreibung

A top social media guru shares the secrets to expanding your business through relationships People have always done business with people they know, like, and trust. That's the essence of "relationship marketing." Today, the popularity of online social networking has caused a paradigm shift in relationship marketing. This book helps businesspeople and marketers master this crucial new skill set. Social marketing expert Mari Smith outlines a step-by-step plan for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales,, and more. If you're a businessman or businesswoman feeling the pressure to shift your approach to using social media marketing, to better understand the new soft skills required for success on the social web, and to improve your own leadership and relationship skills through emotional and social intelligence, this book is for you. * Outlines how to become a significant "center of influence" for your customers and prospects * Explains the unspoken rules of online etiquette--and the common "turnoffs" that drive customers and potential partners away * Details the unique cultures of Facebook, Twitter, and other popular online platforms * Shows exactly what to automate and delegate to build your social media persona, yet still retain the personal touch Even if you currently have zero presence online, this book will help you see measurable results in a short time.

Leseprobe

Contents

Cover

Praise for The New Relationship Marketing

Title Page

Copyright

Dedication

Foreword

Acknowledgements

Introduction: What Is the New Relationship Marketing, and Why Is It Crucial to Businesses Today?

The Paradigm Shift

11 Common Fears in the World of New Media Marketing

Eight FAQs on Relationship Building in the New Age

Simplicity on the Other Side of Complexity

Who Is This Book For?

How This Book Will Benefit You

Part One: Relationship Marketing Basics

Chapter 1: How to Get Started in Relationship Marketing and Overcome Your (Perfectly Normal) Fears

P Is for People

O Is for Objective

S Is for Strategy

T Is for Technology

Move from One-Way to Multiway Communication

Conquer the Fear of Exposure—My Story

Identify Your Fears Around Social Marketing

Chapter 1 Summary

Chapter 2: The New Business Skills Everyone Needs

Build Empathy

Express Genuine Care

Give to Others Without Having an Agenda

Have an “Inclusive Attitude”

Use Discernment

Communicate Clearly and Concisely

Check Spelling and Grammar

Follow My Eight Rules for Effective Electronic Communication

Take Radical Responsibility

Chapter 2 Summary

Chapter 3: How to Stay Connected, Yet Protect Your Time and Privacy

Assign Brandividuals and Community Managers

Create a Daily Routine

Make Use of Social Media Management Tools

Choose Your Level of Active Online Participation

Adopt the Sprint and Pause Method

Chapter 3 Summary

Part Two: Nine Steps to Significantly Growing Your Business Through Relationship Marketing

Chapter 4: Step 1: Create a Solid Foundation With the Right Culture

Identify Your Core Values

Hire Slow—Fire Fast

Chapter 4 Summary

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

Build Your Hollywood Squares (and Where Mine Got Me!)

The Five Relationship Circles

Who's in Your Room?

Chapter 5 Summary

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

Be the Face of Your Brand

Review and Update Your Brand

Connect through Blogging

Track Your Online Mentions

Check Your Online Ranking

Optimize Your Social Profiles

Set Up Your Ancillary Tools

Determine Your Privacy Levels

Learn Social Networking Etiquette

Chapter 6 Summary

Chapter 7: Step 4: Build Your Network and Become a Center of Influence

A Four-Part Formula for Building a Loyal Community

Meet the Needs of Your Audience

The Brand of You—Building Your Social Equity

Becoming a Recognized Center of Influence

Are Influencers Born or Made?

Build Your Golden Rolodex

Create Radical Strategic Visibility

Engage in Conscious Social Media

Stay Current with Reputation Management

Chapter 7 Summary

Chapter 8: Step 5: Become an Authority Through Quality Content

Become a Quality Curator

Focus on Quality Content

Learn the Art of the Retweet

Set Up a Content Calendar

Use Multimedia for Greater Visibility

Repurpose Your Content

Chapter 8 Summary

Chapter 9: Step 6: Turn Fans, Friends, and Followers Into Paying Customers

Set Up a Promotional Calendar

Profit Through Joint Ventures

Integrate Calls to Action

Develop Your Unique Marketing Style

Use Photos for Impact

Maximize Your Facebook Fan Page

Make Special Offers

Chapter 9 Summary

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

Attend Meetups and Tweetups

Join Networking Groups

Review Online Calendars of Events

Do More Public Speaking

Chapter 10 Summary

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

Manage Cyberbullies and Trolls

Protect Yourself from Spammers

Embrace Feedback

Chapter 11 Summary

Chapter 12: Step 9: Implement Advanced Relationship Marketing Techniques and Become a Top Industry Leader

Build a World-Class Brand

Increase Personalization

Identify Superfans

Test the Market Through Crowdsourcing

Chapter 12 Summary

Conclusion: How to Adapt as Technology Changes: The Future of Relationship Marketing

Keeping Up

Mobile Explosion

The Growth of Video Marketing

Touch Screen Mirrors

High-Tech, High-Touch Events

Let's Meet

Notes

Introduction: What Is the New Relationship Marketing, and Why Is It Crucial to Businesses Today?

Chapter 1: How to Get Started in Relationship Marketing and Overcome Your (Perfectly Normal) Fears

Chapter 2: The New Business Skills Everyone Needs

Chapter 3: How to Stay Connected, Yet Protect Your Time and Privacy

Chapter 4: Step 1: Create a Solid Foundation with the Right Culture

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

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

Chapter 7: Step 4: Build Your Network and Become a Center of Influence

Chapter 9: Step 6: Turn Fans, Friends, and Followers into Paying Customers

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

Chapter 11: Step 8: Protect Yourself from the Dark Side of the New Web

Chapter 12: Step 9: Implement Advanced Relationship Marketing Techniques and Become a Top Industry Leader

Conclusion: How to Adapt as Technology Changes: The Future of Relationship Marketing

Resources

Blogs

Business Networking Organizations

Events

Facebook Promotions Applications

Protecting copyright

Recommended Books

Research, demographics

Social Media Case Studies

Social Media ROI

Spelling and Grammar

Social Isolation

Video streaming and recording

Video marketing

Webinar platforms

Index

Praise for The New Relationship Marketing

“There's no one I've known who's mastered the fine art of relationship marketing like Mari Smith. In this book she reveals her successful techniques for building profitable and lasting relationships. Apply her techniques and watch your business grow.”

–Michael A. Stelzner, author of Launch and founder ofSocialMediaExaminer.com

“Mari Smith is a tireless champion for building relationships between businesses and their customers. It comes down to people and value. Mari will show you how to get customers to not just ‘like’ you, but ‘love’ you!”

–Brian Solis, author of best-selling books Engage!and The End of Business as Usual

“Whenever I have a social media question, Mari Smith is my go-to gal. She has her finger on the pulse and truly practices what she preaches. If you don't have her personal cell number, then this book is the next best resource to jump-start your social media stardom.”

–Jim Bunch, founder of The Ultimate Gameof Life, JimBunch.com

“This book is the relationship marketing 2.0 bible! Mari Smith takes you by the hand and skillfully walks you through how to significantly increase your business using her proven methods for connecting with all the right people, both online and offline. As the CEO of SANG, the world's premier organization for thought leaders and entrepreneurs, I know how vital it is to your success to build relationships with key influencers–and Mari is truly a master at this. Read Mari's book and find out how you too can become a masterful relationship marketer.”

–Larry Benet, cofounder of Speakersand Authors Networking Group, LarryBenet.com

“Mari Smith has a magnificent heart and a beautiful Soul. She also has an amazing social media mind. If you're looking for a powerful and practical guide for blending these qualities into your business, then you've picked the perfect book! Mari is your skillful guide as she gives a step-by-step road map for navigating the ‘social media maze,’ while weaving the heart and soul of relationships throughout her book. We know that heart, soul, and relationships are what transforms, and also what people want. This is definitely the book you and your business have been waiting for!

–Esperanza Universal, co-creatorand CEO of S.O.U.L. Institute, Inc., SoulInstitute.com

“The New Relationship Marketing offers you something unique; an invaluable social media guidebook that recognizes that you too, like your customers, are human. Mari Smith enables you to balance life and social media, to build a community and your business, to be authentic and a compelling brand. Buy it today.”

–Simon Mainwaring, author of the New York Timesbest seller, We First, SimonMainwaring.com

“When it comes to leveraging social media, the right knowledge is not only power, it's profit. Mari is one of the rare experts who truly understands the nuances of blending today's high-tech online marketing with high-touch relationship building. This book is a must-read for business and brand owners ready to lead with greater impact and influence online. If relation-ships are the new currency, then this guide is worth its weight in gold.”

–Jim Kwik, president of Warmth Media, JimKwik.com

“You can become the go-to person among your friends, peers, and customers. Mari Smith has done it, and is a world-famous speaker and author as a result. In The New Relationship Marketing she spills her secrets, giving you the step-by-step playbook for building genuine online influence the right way. This book is an absolute must-read for anyone who's ever thought about using social media for business.”

–Jay Baer, coauthor of The NOW Revolution:7 Shifts to Make Your Business Faster, Smarter,and More Social, www.convinceandconvert.com,@jaybaer, facebook.com/nowrevolution

“There aren't many people I would trust to write a book like this and even fewer books that I would actually read. Well, I can assure you, this book is the proverbial needle in the haystack. Not only is Mari Smith one of the top experts in the world when it comes to both online and offline relationships, she also has an uncanny ability to make the process of forming relationships in the online social world feel as natural as the relationships we've built in the physical world we grew up in. And that is no easy task, as you no doubt understand, if you've ‘poked’ the wrong person or forgotten to thank someone for the ‘RT.' If you're looking for the silver bullet, the secret sauce, and the magic pill–just open this book and start reading. I think you'll find . . . you've found it.”

–Nick Nanton, CEO, The Dicks + Nanton Agency,Emmy award-winning director and producer, andcoauthor of 10 Best-Selling Books, NickNanton.com

“In the world there are influencers, and then there exist people like Mari who are ‘Authentic Influencers.’ That is why Mari is sought after by large corporations to help them grow. Now you can become an Authentic Influencer yourself and gain a loyal social media following to enhance your business today. I recommend you buy this book because your business will profit from it and you will also grow as a person.”

–Steven Seppinni, CEO, Zoozili.com

“Relationship marketing transcends the medium. It's not about how savvy you are with the latest social-networking technologies. It's about people connecting with people, doing business together for good, and that prevails whether on the Internet or in person. Mari understands this at the fundamental level; in The New Relationship Marketing she teaches you her simple nine-step system for monetizing your network in the most heartfelt way.”

–Keith Ferrazzi, best-selling author of Who's Got Your Backand Never Eat Alone, MyGreenLight.com

“This book is your golden ticket to not only understanding but also effectively capitalizing on the world of social media in terms of relationship marketing and business growth. In this digital age, social media is quickly becoming crucially important across the globe, to businesses small and large. Attempting to ignore it is not an option; The New Relationship Marketing is an absolute must-read for anyone and everyone in business today!”

–Ivan Misner, New York Times best-sellingauthor and founder of BNI, BNI.com

“Mari Smith is in fact the ‘Pied Piper of the Internet World’ and I'd personally follow her anywhere. She understands better than anyone the speed with which the world is evolving and the changes being made in the way we live and do business. This book is packed with information and insights we can all use to have greater success with whatever we do. I especially like the final chapter “How to Adapt as Technology Changes: The Future of Relationship Marketing.” That's the lesson we all need to learn well if we are to continue to grow and prosper. Magnifique, Mari.’

–Ken Kragen, author of Life Is a Contact Sport;organizer of “We Are the World,”“Hands Across America,” and “NetAid”consultant, speaker, and recipient of theUnited Nation's Peace Medal; KenKragen.com

“Advice on improving your online persona while attracting followers must come from someone that has done it; Mari Smith is that someone.”

–Erik Qualman, author of Socialnomics, Socialnomics.net

“Want to master the fine art of relationship building, both online and in person? Mari's excellent book shows how to turn strangers into friends and clients. Best yet, her recommendations for developing win-win networks are specific, strategic, and ethical. They will increase your bottom line and add value for everyone involved. Read 'em and reap.”

–Sam Horn, intrigue expert and author of POP!, SamHorn.com

“It's an honor to know Mari Smith–she's as vibrant and smart in person as she is in her new book! In fact, The New Relationship Marketing is a breath of fresh air–it's a gentle guide that walks you through the complex maze of rapidly changing social technologies, while keeping in mind that the heart of good business is good people and the solid relationships we build with one another. Every action you take online and offline can impact whether people choose to do business with you or not, and Mari is here to show you how to stand way out and create extreme success using the social web. Be sure to read this excellent book!”

–Gary Ryan Blair, number one best-selling author ofEverything Counts! and creator of100DayChallenge.com

“Everyone thinks they know how to communicate offline, but most fail miserably when trying to communicate or influence others online because they lack a plan to get it done right. Mari Smith not only provides you a plan but also the tools, insights, and strategies you can immediately implement to build stronger relationships online as well as offline. Her advice is perfect for the CEO/Entrepreneur all the way down to everyone on the front line of your business.”

–Chris Knight, CEO, EzineArticles.com

“This is a must-read for nonprofits that depend on building strong relationships with stakeholders who can help them make the world a better place.”

–Beth Kanter, coauthor of The Networked Nonprofit,BethKanter.org

“The trick to successful digital marketing is understanding that social media, e-mail, and the Internet are not about technology, but communications. These are today's media of choice for consumers. We've always lived in a relationship economy. With this book, Mari Smith gives us that oft-needed reminder that our focus needs to shift from social media, the Internet, and technology to where it ought to be–on people.”

–Jason Falls, coauthor of No Bullshit Social Media:The All-Business, No-Hype Guide to SocialMedia Marketing and CEO of Social MediaExplorer, SocialMediaExplorer.com

“Mari Smith is the real deal. From the minute I met her over the phone during Harvey Mackay's book tour to seeing her live at a conference, she wants to help others build strong relationships. She's a bright star.”

–Cathy Paper, founder of RockPaperStar, business manager forHarvey Mackay, New York Times number onebest-selling author of Swim with the Sharks;Joe Sweeney, investment banker, and New York Timesbest seller; and Steven Schussler, founder of Rainforest Cafeand best-selling author, RockPaperStar.com

“When the magical Mari posted one of my presentation messages that ‘L-I-S-T-E-N also contains S-I-L-E-N-T’ within minutes, a massive global tribe had taken in and passionately responded–THAT'S MUSIC applied to Life and The New Relationship Marketing working divine communication. Through her new book, let Mari help you too create such vibrant responses for your business!”

–Freddie Ravel, founder of TUNEUP to successmusic applied to life, FreddieRavel.com

“The first time I met Mari Smith, she had talked herself hoarse from answering hundreds of questions from an elite group of marketers. As soon as she regained her voice, I booked a personal consultation with her in which she made specific suggestions to enhance my online presence. Fortunately, I was smart enough to do exactly what she said, and the results were mind-bogglingly powerful. I learned so much from Mari that I booked her to share her social media expertise at an exclusive conference for radio broadcasters from around the world. I continue to follow the advice she dispenses on her blog, in her books, and when we happen to bump into each other in airports.

You'll love this book. The only thing that's missing is Mari's unique ‘Scandifornian’ accent. For that, you'll need to go hear her speak in person . . . or perhaps hang out at airports. Either way, it'll be worth it.”

–Dan O'Day, radio advertising guru,DanODay.com

“Mari Smith walks her talk: Marketing with heart, soul, and integrity will always win regardless of the platform du jour. In her new book, she shows us that even though social technologies change at a rapid rate, people are fundamentally the same: We all want to know that we matter, that we make a difference. Businesses that are thriving today do so with the right mix of high-touch and high-tech–that's the new relationship marketing, and Mari leads the way.”

–Cynthia Kersey, author of Unstoppable andUnstoppable Women, Chief HumanitarianOfficer of the Unstoppable Foundation,Unstoppable.net

“Mari Smith is a social media leader par excellence. She is a phenomenal speaker who always delivers the highest of quality information. Her enthusiastic style is compelling for all audiences. I highly recommend Mari as a social media and relationship marketing expert. Be sure to get all her books, and let Mari enlighten you.”

–Greg Writer, CEO, Club TUKI, ClubTuki.com

“Having known Mari Smith for over 10 years I can vouch for the triple-A quality of her work, content, and information. Not only does Mari maintain high integrity at all times, but she regularly overdelivers. Her latest book, The New Relationship Marketing, is a classic example of Mari's tendency to over deliver. I rely on Mari for the inside scoop on social media and I invite you to get involved with her blog, speaking engagements, books, and training sessions. I know you will rave about her too.”

–Laura Rubinstein, president of Social Buzz Club,SocialBuzzClub.com

“With so much noise and competition online–your RELATIONSHIPS are what matter most. And Mari's book will give you the blueprint on how to build rock-solid relationships!”

–Ryan Lee, author, entrepreneur, andcoach, RyanLee.com

“The New Relationship Marketing is the way to authentically grow your network and, as a result, increase your profits. Mari Smith has the keys to the abundance of what relationship marketing means and, more important, how to do it right now!”

–Jill Lublin, international speaker and best-sellingauthor of three books including Get Noticed,Get Referrals, JillLublin.com

“Relationship marketing is one of the most vital aspects of being successful in any walk in life. Building relationships both personal and professional doesn't just happen; it takes energy and focus. Mari Smith shows you how do build critical relationships and how they give meaning to your work and life.”

–Joe Sweeney, businessman and entrepreneur,author of New York Times best-seller,Networking Is a Contact Sport, ContactSport.com

Copyright 2011 by Mari Smith International, Inc. 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:

Smith, Mari

The new relationship marketing: how to build a large, loyal, profitable network using the social web/Mari Smith.

p. cm.

Includes index.

ISBN 978-1-118-06306-4 (cloth); ISBN 978-1-118-13498-6 (ebk);

ISBN 978-1-118-13499-3 (ebk); ISBN 978-1-118-13500-6 (ebk)

1. Relationship marketing. 2. Customer relations. 3. Social networks. I. Title.

HF5415.55.S65 2011

658.8 '72–dc23

2011017547

To my dad, Andrew.

Thank you for always encouraging me to reach for the stars.

Foreword

The businesses that are getting ahead are the ones that connect with their customers and make the world a better place. Companies like Virgin America, Zappos, Starbucks, and Comcast are leading by example and showing what it means to care about their customers and the entire marketplace. This is true relationship marketing: Where the focus is on people helping people, adding value for intrinsic reasons, and providing stellar customer service—commerce naturally occurs as a result.

I'm sure you're familiar with the saying, “People do business with people they know, like, and trust”—in other words, with people who are enchanting. This has not changed. What has changed, though, is the medium; everybody now has a voice and, as I like to say, the nobodies are the new somebodies.

When you are enchanting, you'll stand head and shoulders above the competition. But it does take time to nurture real relationships through Facebook, Twitter, LinkedIn, blogs, e-mails, webinars, and social functions. Many business owners find that this takes up a lot of time to learn these new social technologies and to nurture all their connections online and offline.

Fortunately, mastering the art of relationship marketing does not have to be a new, all-consuming, full-time job. In The New Relationship Marketing, master enchanter Mari Smith walks you through all the nuances of blending high-tech with high-touch in a simple, easy-to-understand format that will yield measurable results for your business. With the myriad ways through which you can connect with prospects, customers, vendors, media contacts, politicians, and more, it's vital that you understand both the technical aspects of how to use these new social technologies and the new soft skills needed to excel at relationship marketing.

One false move and you could lose your job, your reputation, or both. It can be very daunting for many people. Concerns around protecting privacy, avoiding plagiarism, and having to publicly handle customer complaints can stop businesses in their tracks from making progress with social media marketing. But, at the end of the day, it's all people connecting with people, regardless of how small or how large your business is.

Everyone—from solopreneurs to household brands—are now being compelled to conduct themselves with higher levels of truth, integrity, and authenticity. With the transparency of online social networking sites, there is nowhere to hide. This is a good trend. You can achieve likeability and trustworthiness by showing up regularly, helping as many people as possible without having a hidden agenda, and wholeheartedly engaging with your networks.

Mari Smith is someone I have enjoyed building a solid relationship with over the past several years. I use her photo in my Enchantment speech to illustrate what a world-class smile looks like. I'm sure you'll thoroughly enjoy reading Mari's book and discovering all her magical and savvy teachings on how to grow a large and loyal network. You'll find that your personal and professional relationships flourish as a result.

—Guy Kawasakiauthor of Enchantment:The Art of Changing Hearts,Minds, and Actions; andformer chief evangelist of Apple