UnMarketing – Everything Has Changed and Nothing is Different 2e

<p>Introduction xi</p>
<p>1 Everything Has Changed and Nothing Is Different 1</p>
<p>2 The Hierarchy of Buying 3</p>
<p>3 A Word on Experts 7</p>
<p>4 Trust Gap 11</p>
<p>5 ROD: Return on Donuts 15</p>
<p>6 Restaurant That Didn t Get It 19</p>
<p>7 Cold–Calling 23</p>
<p>8 Aiming Your Company at the Bottom of the Barrel 27</p>
<p>9 Pull and Stay 33</p>
<p>10 Reasons Why Companies Don t Use Social Media 37</p>
<p>11 Social Media (Social Currency as Well) 39</p>
<p>12 Twitter versus Facebook versus LinkedIn 43</p>
<p>13 Social Media Platforming 47</p>
<p>14 UnPodcasting 53</p>
<p>15 HARO 57</p>
<p>16 The Game Has Changed: Immediacy and Relevancy 59</p>
<p>17 Publicized Customer Service 63</p>
<p>18 Don t Bank on the Bold 69</p>
<p>19 Seven Deadly Social Media Sins 73</p>
<p>20 The Millennials Are Coming 81</p>
<p>21 How Twitter Changed Scott s Business 85</p>
<p>22 Tassimo 91</p>
<p>23 Domino s Word of Mouth: Mouths Are Moving . . . 95</p>
<p>24 Naked Pizza 99</p>
<p>25 Don t Feed the Trolls 101</p>
<p>26 Social Media for Social Good 105</p>
<p>27 Your Website Old School versus New School 113</p>
<p>28 Your Captcha Is Craptcha 123</p>
<p>29 Experience Gap 127</p>
<p>30 Raising and Keeping the Bar High Cirque 131</p>
<p>31 Stirring Coffee 135</p>
<p>32 Using Stop Start Continue 143</p>
<p>33 Zappos 147</p>
<p>34 Rockport 153</p>
<p>35 FreshBooks 155</p>
<p>36 Why You Can t Learn from Millionaires 159</p>
<p>37 Authenticity and Transparency 163</p>
<p>38 For Whom the Bell Mobility Tolls 167</p>
<p>39 Scott s Transparency on Twitter 175</p>
<p>40 Your Transparency 177</p>
<p>41 Affiliates 179</p>
<p>42 Testimonials 183</p>
<p>43 Best Sellers 187</p>
<p>44 Why Being a Work–at–Home Mom Is Bad for Business 189</p>
<p>45 Hello? Walmart? 193</p>
<p>46 Idea Creation 197</p>
<p>47 Idea Delivery 201</p>
<p>48 Doing In–Person Seminars 207</p>
<p>49 Tele–Seminars (now Webinars) 213</p>
<p>50 Viral Marketing 217</p>
<p>51 Video 227</p>
<p>52 Be Prepared for Success 235</p>
<p>53 Undercover UnMarketing 241</p>
<p>54 Putting It into Practice 247</p>
<p>55 Lush 251</p>
<p>56 Trade Shows 253</p>
<p>57 Social Media at Trade Shows 261</p>
<p>58 UnNetworking: Why Networking Events Are Evil 265</p>
<p>59 The Awesomeness of Being a 2.0 Author 269</p>
<p>60 The UnTour 273</p>
<p>61 The UnEnd 277</p>
<p>Index 279</p>