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The New Relationship Marketing: How to Build a Large, Loyal, Profitable Network Using the Social Web Hardcover – October 25, 2011
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From the Inside Flap
People have always done business with people they know, like, and trust. That's the essence of "relationship marketing." But now the popularity of online social networking has shifted our methods of connecting with consumers, stakeholders, and potential partners. Businesses that master both new and traditional ways of nurturing customer relationships are gaining market share.
In The New Relationship Marketing, social marketing expert Mari Smith outlines a proven nine-step program for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales, and more. This book will help you understand the new soft skills required for success on the social web, and to improve your own leadership and relationship skills through emotional and social intelligence. You will learn:
How to become a significant "center of influence" for your customers and prospects
The unspoken rules of online etiquetteand the common turnoffs that drive customers and potential partners away
How to navigate the unique cultures of Facebook, Twitter, and other popular online platforms
What you can automate and delegate to build your social media persona, yet still retain the personal touch
Relationships are the "new currency" in business. With Mari Smith's expert guidance, you'll get a step-by-step plan for cashing in.
From the Back Cover
Praise for the new relationship marketing
"A whole new exercise for your networking muscles! Mari Smith shows you how to bridge the gap between technical skills in the modern marketing world and good, old-fashioned people skills." --Harvey Mackay, author of the #1 New York Times bestseller Swim With The Sharks Without Being Eaten Alive
"My relationship marketing strategy is quite simple: 1. Be yourself. 2. Be the best self you can be. 3. Share the best parts of yourself with the world. That strategy, while quite effective, leaves the novice with many unfilled blanks. This book is the best way I know to fill them." --Mark Joyner, Founder of Simpleology
"The New Relationship Marketing shows you how to quickly and consistently boost your sales and income with the best social media techniques ever discovered." --Brian Tracy, author of The Psychology of Selling
"The New Relationship Marketing fuses traditional and online relationship building strategies into a loyalty-generating success system." --John Jantsch, author of Duct Tape Marketing and The Referral Engine
"This is not just a theoretical look at how social media works but exactly what you need if you're stuck and want to know what to do to be successful. I fully endorse the author and recommend the book without reservation." --Michael Port, New York Times bestselling author of Book Yourself Solid
"Mari Smith GETS what social media is all about. More than any other technology, it's changing the face of business, communication, and maybe even human nature. Everything successful boils down to relationships, and Mari will show you how to leverage social media for your success." --Ali Brown, entrepreneur, mentor, andphilanthropist featured on ABC's "Secret Millionaire"
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"We're being called to higher standards of authenticity, integrity, and transparency, and we are compelled to truly care about the world and all the people in it. The power has shifted from corporations to consumers, from dictators to citizens." (Mari Smith)
Mari Smith shares her own story in this book. She tells how she was a painfully shy child who hated to read aloud in front of the class. She tells how she began to gain confidence when she became active in a local Toastmasters Club. She has been fascinated with computers and technology since she was a teenager. With the right education and experience, she has conquered her shyness and has developed a real love for speaking and communicating with people.
Mari Smith shares "eight rules for effective electronic communication." She quotes the following line from the movie "The Social Network", "The Internet is not in pencil; it's in ink." She advises readers to avoid talking too much about yourself and your products without first adding value. She warns readers to "never respond to anything when you're emotional" and "never fight fire with fire on the web."
Ms. Smith shares some helpful points for developing a daily routine for time management. We all know that time seems to fly by when we are reading and posting on Facebook, Twitter and other social media sites. She recommends a scheduling program and several social media management tools to manage your time on social media sites.
Ms. Smith has a fascinating section is this book on deciding who the 16 to 25 high-level leaders and influentials are who you would most like to meet on a personal and professional basis. She has created a "Hollywood Squares" exercise where you can list these people and then create a plan of action to connect with them.
"The New Relationship Marketing" provides solid advice on how to turn fans, friends and followers into paying customers. The author shares an acronym that she lives by: ABM, or always be marketing. People decide whether or not to do business with you depending on your words and actions.
This is a progressive, informative and enlightening book. It should be read and studied very carefully. The author has provided a free page of resources from this book on her web site. The resources include books, web sites, blogs, events, applications and articles that she discusses in the book.
The more I read this book, the more I realized that I need to make some changes in the way I interact with people on social media sites. This is a book that should be at the top of your "Must Read" list. Highly recommended to anyone who is ready to embrace change and climb to new levels of success.
When I need the latest Facebook facts, I think of Mari Smith. She is the recognized expert on all things relating to the social media behemoth. But don't let her infectious smile, turquoise apparel, and bling fool you. When it comes to all things social media, she is smart, savvy, and ahead of the curve.
The book is a resource, and I mean that literally. There are six pages of resources and case studies in the back that, alone, are worth buying the book for. She starts out the book with some basics including a much-needed chapter on how to protect your time and privacy while staying connected, and a chapter on the skill set you'll need to be effective as a relationship marketer.
The meat and potatoes of the book are in the second section, "Nine Steps to Significantly Growing Your Business Through Relationship Marketing." The first chapter in this section gives readers the tools to correctly assess the compatibility of their present business model, and follows with steps to build core values based on the relationship marketing model. I think this chapter will be a turning point for readers who are questioning whether or not they want to enter this brave new world. But the basic message is, relationship marketing is not an option, it is where marketing is going. So, get on board. Or, as Brian Solis used to say, "Engage...or die."
The book moves on with info on how to develop "relationship capital," personal and business. Then, it heads into practical information on developing an effective online presence personally and for your brand. Next, it branches out into developing an effective network. There is a great chapter on how to become an authority through offering quality content. The thing I really liked about the book was the simple practicality--lots of process-based lists and tips. You will not walk away from this read without a plan for success.
There is a no-nonsense chapter on how to turn your fans into paying customers and a chapter that reminds us to build offline relationships to strengthen the online ones. It ends up with a chapter for those who want to take their marketing to the next level and become an industry leader. What better way to get a how-to in that area than from someone who has been there and done that.
I highly recommend this book for people who people who still think social media is just a set of tools, and for those who use social media, but know there is more to it than having a Facebook page. Relationship marketing is a way to grow your business--get on board and reap the benefits. Mari Smith will show you how.
Outside of that the information is excellent.The book does a great job of explaining the details of Social media and the "whys" as well as the "how to's" of each process. This is really helpful to anyone implementing social media into their business. The book is full of personal examples which always helps people get a better grasp on what an author is trying to say.
"The New Relationship Marketing" book is broken into two major parts.
First is "Relationship Marketing Basics" like the dos and don't s of people skills.
Part 2 is "Nine Steps to Significantly Growing Your Business through Relationships Marketing." she takes you full circle through all the steps you need to take to take relationships to paying customers.
Get this book if you want to understand how to properly build an online presence.
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