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UnMarketing: Stop Marketing. Start Engaging [Kindle Edition]

Scott Stratten
4.5 out of 5 stars  See all reviews (46 customer reviews)

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Book Description

Stop marketing. Start UnMarketing.

No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this is "marketing," then the world would probably prefer whatever is the opposite of that.

If you're ready to stop marketing and start engaging, then welcome to UnMarketing. The landscape of business-customer relationships is changing, and UnMarketing gives you innovative ways out of the old "Push and Pray" rut. Instead, draw the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you.

This updated and revised edition includes new information on building relationships through Twitter, Facebook, LinkedIn, and Google+. UnMarketing supplies you with a winning approach to stop ineffective marketing and put relationships first—then reap the long-term, high-quality growth that follows!

"[INSERT NAME HERE] has written a game changer for [INSERT INDUSTRY HERE]. Drop everything and read this book!"
Famous author who hasn't read this book

"This book has a great amount of words."
Fortune 500 CEO who was at an open-bar event with the author and agreed to give testimonial

"This book is the greatest business book in the world, besides mine."
Author who only gives testimonials to people who give him one in return



Editorial Reviews

Amazon.com Review




Seven Deadly Social Media Sins to Avoid
Amazon-exclusive content from author Scott Stratten

The thing that makes me shake my head the most in the world of social media is the fact that we try to over-complicate it. Although the tools may be new and virtual, nothing has changed.

People do business first with those they like, know and trust. Social media is as simple as looking at it as a networking event without the need to drive there or the chance of getting cornered by the "creepy guy with scotch." It's about connection and conversation. Even if you don't believe that, it's a heck of a listening tool to see what your target marketing/customers/competitors are talking about. If I offered you a tool 10 years ago that allowed you to do what social media does today, you would have paid $20,000 a month to access it and today it’s free.

So just try to avoid these seven deadly social media sins, and you'll do just fine:

Gluttony
Everyone wants a truckload of followers, a mass-amount of Facebook fans, and a LinkedIn rolodex of thousands. But, especially if you're just starting out, trying to be everything everywhere at once will only dilute your presence and not allow for any momentum. Pick one social media platform and live there first. Build up your presence. Once you get comfortable and feel you have a good audience, then expand to a second one.

Sloth
Checking your Twitter account once a month won't cut it. Trying to have presence on Facebook without being present is a surefire way of having your page taken over by spammers. If you're going to jump into the social media pool, you need to have consistent presence. If you only can commit five hours a week to it, it's better to spend it 45 minutes every day than 5 hours once a week. If it takes you longer to reply to a tweet than it would to mail a letter, you're doing it wrong.

Greed
Social media isn't a new medium to try to push ineffective old marketing messages. It truly is a different world. People are there to build relationships, not buy your stuff (initially). Setting up an automated Twitter program to tweet for you and automatically add followers is a great way to say to people "We don't actually care what you're saying, just buy from us." It would be like sending a mannequin to a networking event with your company logo on it. Yeah, creepy.

Wrath
One of the nice things about social media is its casual, conversational nature. The problem is sometimes people let their guard down and remove their filter. Never say anything in social media that you don't want to see on a billboard with your name, logo, face, and phone number attached, with your client/boss/mother driving by. Google never forgets and social media updates are indexed rather quickly. This has nothing to do with "free speech" but more "what do I want my brand to be associated with."

Lust
I know last weekend in Vegas was "the bomb" because you made out with a "hottie" and you were "so drunk" you threw up in your shoes, but I'm not sure we all need to know that. And inviting me to your Facebook group on how to tone my buns is flattering and all, but remember to try and be professional, at least when it comes to a topic like this. Being human is awesome, being perverted isn't.

Envy
Looking at Lady GaGa having millions of Twitter followers is not going to help your self-esteem when you only have 40. Don't compare your fans/followers/connections count to other organizations. You don't know how engaged they are with them (the more important trait) and you don't know how they got to that number. Focus on creating quality connections, make great content, and your audience will grow organically.

Pride
There is nothing wrong with being proud of your upcoming teleseminar that may be a disguise for a pitch fest. There is something wrong when you post the notice about it on my Facebook wall, my company wall, and send it as a direct message. It's social media spam and it needs to stop. Even worse is tagging people just so they'll think it's about them and they will come look, or inviting your entire Facebook network to your event in San Jose tomorrow night when most live so far away, they would never come. Take a little bit of time and target event invites.




About the Author

SCOTT STRATTEN is the President of UnMarketing.com and is an expert in the types of viral, social, and authentic marketing that he calls "Un-Marketing." His clients' viral marketing videos have been viewed over 60 million times and have generated major returns. Stratten has recently appeared on sites like Mashable.com and CNN.com, as well as in publications such as the Wall Street Journal, USA Today, and Fast Company. He speaks and consults globally on how businesses can engage better (or at all!) with their current and potential customer base using social media, viral marketing—and just plain old good conversation. Visit UnMarketing.com

Product Details

  • File Size: 827 KB
  • Print Length: 275 pages
  • Page Numbers Source ISBN: 1118176286
  • Publisher: Wiley; 1 edition (January 26, 2012)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B00734U20Y
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #197,125 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
6 of 6 people found the following review helpful
5.0 out of 5 stars Required Reading For My Employees May 3, 2012
Format:Paperback
There are a lot of books out there that talk about marketing, marketing theory, etc, but too few of those books actually cover stories of actual applications of the theory. What I love about Scott's writing, and about UnMarketing especially, is that it reads like you're sitting around and Scott is telling you about how he's helped companies win. He tells about horror stories where companies used social media as a tool and got burned by not following traditional customer service standards. He makes fun of people, a lot, but that helps get you from point A to point B. His humor and conversational writing style helps you experience his stories, not just read his repeated facts or statements. It's a narrative on marketing, an invitation to UNmarketing, and I require everyone that I hire on at Image Freedom to read this book.

It's up there with Seth Godin's "The Purple Cow" and I wouldn't give that praise lightly. Unmarketing is a must read!
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5 of 5 people found the following review helpful
Format:Paperback
Honestly, the original book wasn't even totally stale yet. Updating showed such integrity to his readers and followers.

The first book turned me from skeptic to user then teacher because it answered three questions:

1. WHY use social media
2. WHY care and engage in 2.0 networking online or off?
3. HOW to engage authentically, strategically but practically

It gave me permission to experiment and not be afraid to test and find my own voice and tone within the medium. Because of Scott I have achieved greater networking and business success spending less time online than most advanced users.

The new edition is even MORE valuable because Scott has shared how the first wave of social media adopters succeeded and failed.

It was still the number one book on my recommend list on social media.
With many new warnings on how to avoid customer disconnection and not waste time online - it's now required reading for those whose business hinges on relationship-building.

Home run Scott. Thank you.
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3 of 3 people found the following review helpful
5.0 out of 5 stars UnMarketing - Keeping It Real May 3, 2012
Format:Paperback
This is a great book that I now like to share with all my clients. Scott is 'keeping it real' in the land of marketing and social media. If you want to rise above the noise while incorporating social in your marketing then this is the book for you. Funny, engaging, entertaining and straight to the point this book is an easy read with instant take aways to implement in your strategy! I can't wait to read what Scott Stratten has coming next!
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2 of 2 people found the following review helpful
5.0 out of 5 stars Golden Info in a Plain Brown Wrapper August 22, 2013
Format:Paperback|Verified Purchase
I like Scott Stratten's take on the world of marketing and business in general. Actually, his take on the world, in general.He is irreverent, fun, perceptive, ethical, and perhaps a genius. I was a fan of his before getting the book~~~If I hadn't been, I would be now. As a solopreneur who does not yet have all the expertise necessary to do business in the digital arena, I find his wisdom and insights to be valuable tools. If you have the digital aspects down, but would like more information on either the business or the human pieces, this book will be an asset to your work.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Required Reading for Sales Professionals July 28, 2013
Format:Paperback|Verified Purchase
If your business has customers, I'd recommend reading this book. Scott Stratten highlights the importance of great customer service at all levels. He points out that even the janitor can influence whether or not a customer has a good experience with your business.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Buying in a second format, it's that good May 19, 2013
Format:Paperback
After hearing several speakers at a conference reference this book I bought the audible version to listen to on the 6 hour ride home. I have been home for 2 hours and am ordering the latest paperbook version. It is a great combination of motivation, inspiration and practical information. What I love most about this book is it validated my gut feelings that I have been arguing with the "experts" about for years. Thanks Scott.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Great read for Social Media Engagement January 9, 2013
By Kathy
Format:Paperback|Verified Purchase
I enjoy all of Scott Sratten's books.
He's a down to earth, tell it like it is social guru and public speaker.
I would recommend his books to anyone who wants to reach more people and move their business forward with social media. Engagement rather than marketing is always the better way to go. It's much easier and so much more effective. An added bonus, Scott's very funny. Enjoy.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Must Read for Social Media Mavens December 18, 2012
Format:Kindle Edition
If I hired new social media community managers, this would be required reading. There are lots of books out there on social media from how-to to strategy, but this one gets at the heart of the matter- wowing your customers. It's about connecting, being real, taking responsibility when you screw up, and being memorable. I love that Scott doesn't present the information in a theoretical way, he always presents real examples of great customer connections from business names you'll recognize. This is a must-read!
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Most Recent Customer Reviews
5.0 out of 5 stars Excellent Book
Really explains the new trend in marketing that is flipping the old-school marketing that has bothered people for so many years. A++
Published 1 month ago by Amazon Customer
5.0 out of 5 stars Read. This. Book.
The first marketing (or "unmarketing") book I couldn't put down. Extremely useful, intelligent, and highly entertaining. Read more
Published 5 months ago by K. Byrne
5.0 out of 5 stars As a result of this book, I'm doing a lot of Unlearning.
This was the best marketing book I've read in a long time. In fact, it's the only one I've read word for word front to back. Read more
Published 8 months ago by Tiffany Parson
5.0 out of 5 stars Flawless.
Sick of working with idiot marketing managers who's work ethic is straight out of The apprentice? We've all been there! Read more
Published 9 months ago by Craig Winterbottom
1.0 out of 5 stars A waste of time
The worst book I've read about marketing and social media. It does not provide any value to the reader. Read more
Published 11 months ago by Javier Cervantes
5.0 out of 5 stars Great Read for Business Professionals
We read this book as a suppliment for a class on social media marketing. This is an absolute must read for anyone interested in marketing or business in general. Read more
Published 12 months ago by UofLScholarGuy
5.0 out of 5 stars A must read for marketing professionals!!!!
Little did I know when I was assigned this book as required reading for my Social Marketing and Media class that I would be quoting it to all my marketing buddies! Read more
Published 12 months ago by Michele Janosek
5.0 out of 5 stars A Book Built For The Future!
This book was assigned to our social media class at the University of Louisville to read and our group collectively agreed that this book is well worth reading. Read more
Published 12 months ago by Alex
5.0 out of 5 stars University of Louisville Social Media Marketing Review
My class read this book through our Social Media Marketing course at the University of Louisville. My group found it to be an extremely easy and enjoyable read. Read more
Published 12 months ago by UofL Social Squad
5.0 out of 5 stars You will throughly enjoy this book!
As many others have already stated, our MKT 490 class at the University of Louisville was assigned to read this book. Read more
Published 13 months ago by Socialites
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