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Product Details

  • Paperback: 272 pages
  • Publisher: Wiley; 1 edition (February 21, 2012)
  • Language: English
  • ISBN-10: 1118176286
  • ISBN-13: 978-1118176283
  • Product Dimensions: 9 x 6 x 0.7 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (43 customer reviews)
  • Amazon Best Sellers Rank: #36,668 in Books (See Top 100 in Books)

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

More About the Author

Scott Stratten is the President of Un-Marketing. He is an expert in Viral, Social, and Authentic Marketing which he calls Un-Marketing. It's all about positioning yourself as a trusted expert in front of your target market, so when they have the need, they choose you.

Formerly a music industry marketer, national sales training manager and a Professor at the Sheridan College School of Business, he ran his "UnAgency" for a nearly a decade before solely focusing on speaking at events for companies like PepsiCo, Adobe, Red Cross, Cirque du Soleil, Saks Fifth Avenue and Fidelity Investments when they need help guiding their way through the viral/social media and relationship marketing landscape.

He now has over 150,000 people follow his daily rantings on Twitter and was just named one of the top 5 social media influencers in the world on Forbes.com. It's the only time he's felt comfortable being compared to Ashton Kutcher, P Diddy and Justin Bieber.

His book "UnMarketing: Stop Marketing. Start Engaging" became a national best-seller before it was released, and recently a Globe and Mail #1 Business best-seller, National Post, Amazon.com, Amazon.ca and Amazon UK best-seller. It was also just named one of the top business books of the year by 1-800-CEO READ and one of the top 10 books by Under30CEO.com.

His passion comes out most when speaking on stage, preaching engagement and becoming one of the most sought-out speakers on the subject.

"One person even told me he stayed up all night after Scott's talk to rethink his entire approach to marketing his business. He was that inspired when he left." - Sloane Kelley, Co-Founder, GeekEnd

"An eye-opener of why, and how, we need to start shifting our marketing weight from the broadcast leg to the dialogue leg. And it doesn't hurt one bit that he made it the funniest and most entertaining presentation we all sat through this year″ - Tom Moradpour, PepsiCo, International Marketing Director, Pepsi

His clients' viral marketing videos have been viewed over 60 million times and he's recently appeared in the Wall Street Journal, Huffington Post, USA Today, Entrepreneur Magazine, CNN.com, Inc.com and Fast Company and was just named one of "America's 10 Marketing Gurus" by Business Review USA. That plus $5 gets him a coffee anywhere in the world.

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Customer Reviews

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My group found it to be an extremely easy and enjoyable read.
UofL Social Squad
From following Scott on the various social media sites it was comforting to recognize his familiar style come through in his book.
Ruth Martin
This is an absolute must read for anyone interested in marketing or business in general.
UofLScholarGuy

Most Helpful Customer Reviews

6 of 6 people found the following review helpful By Matthew Egan on 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 By Paul Nazareth on April 29, 2012
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 By Cadi Jordan on 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 By Jeannie Mae on 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 By Chad Thiele on 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 By Amazon Customer on 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 By Kathy on January 9, 2013
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 By Breanne Harris on 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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