Smith The New Relationship Marketing

How to Build a Large, Loyal, Profitable Network Using the Social Web
1. Auflage 2014
ISBN: 978-1-118-13498-6
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 272 Seiten, E-Book

A top social media guru shares the secrets to expanding yourbusiness 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 paradigmshift in relationship marketing. This book helps businesspeople andmarketers master this crucial new skill set. Social marketingexpert Mari Smith outlines a step-by-step plan for building asizable, loyal network comprised of quality relationships thatgarner leads, publicity, sales,, and more.
If you're a businessman or businesswoman feeling the pressure toshift your approach to using social media marketing, to betterunderstand the new soft skills required for success on the socialweb, and to improve your own leadership and relationship skillsthrough emotional and social intelligence, this book is foryou.
* Outlines how to become a significant "center of influence" foryour customers and prospects
* Explains the unspoken rules of online etiquette--and thecommon "turnoffs" that drive customers and potential partnersaway
* Details the unique cultures of Facebook, Twitter, and otherpopular online platforms
* Shows exactly what to automate and delegate to build yoursocial media persona, yet still retain the personal touch
Even if you currently have zero presence online, this book willhelp you see measurable results in a short time.

Autoren/Hrsg.

Smith, Mari

Weitere Mitwirkende

Kawasaki, Guy

Inhaltsverzeichnis

Foreword GUY KAWASAKI xvii
Acknowledgments xix
Introduction What Is the New Relationship Marketing, and Why IsIt Crucial to Businesses Today? xxiii
PART ONE RELATIONSHIP MARKETING BASICS 1
Chapter 1 How to Get Started in Relationship Marketing andOvercome Your (Perfectly Normal) Fears 3
Chapter 2 The New Business Skills Everyone Needs 19
Chapter 3 How to Stay Connected, Yet Protect Your Time andPrivacy 37
PART TWO NINE STEPS TO SIGNIFICANTLY GROWING YOUR BUSINESSTHROUGH RELATIONSHIP MARKETING 51
Chapter 4 Step 1: Create a Solid Foundation With the RightCulture 53
Chapter 5 Step 2: Review Your Relationships and Chart YourFive Contact Circles 63
Chapter 6 Step 3: Assess and Improve Your Online Presence 85
Chapter 7 Step 4: Build Your Network and Become a Center ofInfluence 111
Chapter 8 Step 5: Become an Authority Through Quality Content135
Chapter 9 Step 6: Turn Fans, Friends, and Followers Into PayingCustomers 145
Chapter 10 Step 7: Go Offline to Optimize Your Online Marketing157
Chapter 11 Step 8: Protect Yourself From the Dark Side of theNew Web 173
Chapter 12 Step 9: Implement Advanced Relationship MarketingTechniques and Become a Top Industry Leader 183
Conclusion How to Adapt as Technology Changes: The Future ofRelationship Marketing 195
Notes 203
Resources 207
Index 213

Über Autor(innen)

Mari Smith is a passionate social media leader, specializing in relationship marketing and Facebook mastery. She is coauthor of Facebook Marketing: An Hour A Day. Fast Company describes Mari as "a veritable engine of personal branding, a relationship marketing whiz and the Pied Piper of the Online World." Dun & Bradstreet Credibility named Mari one of the Top Ten Most Influential Small Business People on Twitter. Mari travels extensively nationally and internationally as an accomplished social media speaker and trainer. With her popular blog at MariSmith.com, and her large, loyal following on Facebook, Twitter, and now Google+, Mari is considered one of the top resources and thought leaders in the world of new media marketing.