Contents -- UnMarketing -- Title Page -- Copyright -- Dedication -- Introduction -- Chapter 1: Hierarchy of Buying -- Chapter 2: A Word on Experts -- Chapter 3: Trust Gap -- Chapter 4: Restaurant That Didn't Get It -- Chapter 5: Cold Calling -- Chapter 6: Aiming Your Company at the Bottom of the Barrel -- The Better Bottom of the Barrel -- Chapter 7: Pull and Stay -- Chapter 8: Reasons Why Companies Don't Use Social Media -- Chapter 9: Social Media (Social Currency as Well) -- Chapter 10: Twitter versus Facebook versus LinkedIn versus Google+ -- Facebook -- LinkedIn -- Twitter -- Google+ -- Chapter 11: Social Media Platforming -- Chapter 12: HARO-Platforming Example -- Chapter 13: The Game Has Changed: Immediacy and Relevancy -- Chapter 14: Publicized Customer Service -- Chapter 15: Don't Bank on the Bold -- Chapter 16: Seven Deadly Social Media Sins -- Greed -- Gluttony -- Sloth -- Envy -- Wrath -- Lust -- Pride -- Chapter 17: How Twitter Changed My Business -- Chapter 18: Tassimo -- Chapter 19: Local Twitter -- Chapter 20: Domino's-Word of Mouth: Mouths Are Moving . . . -- Chapter 21: Naked Pizza -- Chapter 22: Don't Feed the Trolls -- Chapter 23: Tweetathon -- Chapter 24: Your Website-Old School versus New School -- Brochure versus Hub -- Pitch versus Authenticity Newsletters -- Static versus Dynamic -- Our Site versus Your Site -- I'm Great versus You're Great -- A Jungle versus a Map -- High versus Low Barrier to Engagement -- Chapter 25: Captchas -- Pop-Ups -- Chapter 26: Experience Gap -- Chapter 27: Raising and Keeping the Bar High-Cirque -- Chapter 28: Stirring Coffee -- Chapter 29: Experience Gap for Small Biz -- Chapter 30: Using Stop Start Continue -- Chapter 31: Zappos -- Chapter 32: Rockport -- Chapter 33: FreshBooks -- Chapter 34: Why You Can't Learn From Millionaires -- Chapter 35: Transparency and Authenticity.

Chapter 36: My Transparency on Twitter -- Chapter 37: Your Transparency on Twitter -- Chapter 38: Affiliates -- Chapter 39: Testimonials -- Chapter 40: Best Sellers -- Chapter 41: Why Being a Work-at-Home Mom Is Bad for Business -- Chapter 42: Hello? Walmart? -- Chapter 43: Idea Creation -- Chapter 44: Idea Delivery -- Chapter 45: Doing In-Person Seminars -- Chapter 46: Tele-Seminars -- Chapter 47: Tele-Summits -- Chapter 48: How and Why I Created a Summit Ebook Instead -- Chapter 49: Viral Marketing -- The Landing Page -- Emotion-How Do You Decide? -- Be Prepared for Success -- Chapter 50: Undercover UnMarketing -- Chapter 51: Putting It Into Practice -- Chapter 52: Lush -- Chapter 53: Trade Shows -- Chapter 54: Social Media at Trade Shows -- Chapter 55: UnNetworking: Why Networking Events Are Evil -- Chapter 56: The Awesomeness of Being a 2.0 Author -- Accessibility -- Chapter 57: The UnTour -- Brand Enhancement -- Value People -- Real-World Networking -- Chapter 58: The UnEnd -- Acknowledgments -- Index -- The Science of Marketing -- Contents -- Title -- Copyright -- Dedication -- Acknowledgments -- Introduction -- Part I: Content -- Chapter 1: E-Books -- What Do You Like about E-Books? -- Chapter 2: Webinars -- Part II: Channels -- Chapter 3: SEO -- Chapter 4: Twitter -- Chapter 5: Facebook -- Chapter 6: Pinterest -- Chapter 7: Blogging -- Part III: Middle of the Funnel (MOFU) -- Chapter 8: E-Mail Marketing -- Chapter 9: Lead Generation -- Part IV: Analytics -- Chapter 10: Analytics -- Define -- Research -- Prototype -- Test -- Index -- Built-in Social: Essential Social Marketing Practices for Every Small Business -- Contents -- Title -- Copyright -- Dedication -- 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 -- Engagement Marketing -- Contents -- Title -- Copyright -- Dedication -- Foreword -- Introduction -- Part I: Rev Up Your Engagement Marketing Engine -- Chapter 1: The Engagement Marketing Cycle -- Everyone Has a Circle of Influence -- Your New Business Engine: New Customers and More Repeat Business -- The Engagement Marketing Cycle: Three Simple Steps to Success -- Engagement Drives Social Visibility, Attracting New Prospects to Your Door -- Engagement Marketing Boosts Your Other Marketing, Too -- Engagement Marketing Builds Momentum Over Time -- Chapter 2: Deliver a WOW! Experience -- Good or Bad, People Will Talk About You -- Deliver a WOW! experience -- Little Touches Matter -- Empower Employees to Deliver the WOW! -- Listen, Learn, and Adapt -- Surveys and Feedback -- Keep the WOW! Alive After the Initial Transaction -- Chapter 3: Entice to Stay in Touch -- "Do I Really Have To?" -- Tell People What They'll Get -- Know What You Want (But Have Other Options) -- They're Just Not That into You -- Let People Connect Instantly -- Close the Permission Loop -- It's About Quality, Not Quantity -- Chapter 4: Engage People -- Why Engagement Matters -- Five Types of Interesting, Relevant, and Engaging Content -- Question and Answer -- Sharing/Information -- Discussions -- Promotions, News, and Announcements -- Events -- Calls to Action: Tell People What to Do -- Invite Everyone to Your Party: Distribute Broadly -- Focus on Quality (Not Quantity) Engagement -- Chapter 5: How Engagement Marketing Drives New Prospects to Your Door -- Engagement Drives Social Visibility -- People Learn About Your Business -- When People Engage, They Also Endorse -- Engagement Enhances All Other Marketing -- Engagement Marketing Nurtures Prospects, Too -- Social Boosts Search Relevance! -- Part II: Get More Business With Engagement Marketing.

Chapter 6: How Social Visibility Happens.