{"product_id":"built-in-social-isbn-9781118529744","title":"Built-In Social","description":"\u003cb\u003eHow to redesign your business for social relevance and profitable success\u003c\/b\u003e  \u003cp\u003eMarketing today is driven by the customer. The old mindset was finding customers for your products and services. The new one is collaborating with the customers whose trust you have earned to develop better products and services for them. Businesses that succeed today acknowledge that they are in shared relationships with customers, employees, and other influencers in the community—even competitors. \u003ci\u003eBuilt-In Social\u003c\/i\u003e provides a step-by-step approach to building a business channel that aligns your business with its ideal customers and ensures your organization's continued relevance and success.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIntended for mainstream businesses that want to get results from social media networking and marketing but have been frustrated by the obstacles, namely, the lack of a basic method or structure (and a practical step-by-step approach) for converting relevant social qualities into profitable outcomes\u003c\/li\u003e \u003cli\u003eAuthor Jeff Korhan is a speaker, trainer, and coach helping mainstream small businesses increase their influence, enhance customer relationships, and accelerate growth\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eBuilt-In Social\u003c\/i\u003e will show you how to turn visibility, authenticity, accessibility, community, and relevance into measurable and profitable gains.\u003c\/p\u003e \u003cp\u003ePreface vii\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART ONE ATTRACTION: YOUR ESSENTIAL CONTENT MARKETING STRATEGY\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 How the Social Web Works 11\u003c\/p\u003e \u003cp\u003eChapter 2 Designing Your Business Around Social 31\u003c\/p\u003e \u003cp\u003eChapter 3 Every Business Is Now a Media Company 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART TWO ENGAGEMENT: SOCIAL NETWORKING AND MARKETING\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Communities Are the New Markets 75\u003c\/p\u003e \u003cp\u003eChapter 5 Meet Your New Business Partners 95\u003c\/p\u003e \u003cp\u003eChapter 6 Business Is Now Personal 113\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART THREE CONVERSION: TRANSFORMING TRUST INTO NEW BUSINESS\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Social and Local Are Built-In Mobile 131\u003c\/p\u003e \u003cp\u003eChapter 8 Creating Digital Marketing Assets 153\u003c\/p\u003e \u003cp\u003eChapter 9 Relationship Selling in the Trust Economy 171\u003c\/p\u003e \u003cp\u003eChapter 10\u003c\/p\u003e \u003cp\u003eAvoiding the Race to the Bottom 189\u003c\/p\u003e \u003cp\u003eAppendix 195\u003c\/p\u003e \u003cp\u003eAcknowledgments 199\u003c\/p\u003e \u003cp\u003eIndex 201\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJEFF KORHAN\u003c\/b\u003e is a marketing speaker, trainer, and coach helping small businesses use social media and Internet marketing to create exceptional customer experiences that accelerate business growth. He is a former Fortune 50 sales and marketing executive who later founded a landscape services company that was twice named Small Business of the Year. Jeff is a syndicated publisher and regular content contributor to leading business publications, and his New Media and Small Business Marketing site is ranked among the Top 100 Small Business blogs in the world by Technorati Media. He lives in suburban Chicago, Illinois.\u003c\/p\u003e \u003cp\u003eVisit \u003cb\u003ewww.jeffkorhan.com\u003c\/b\u003e to connect with Jeff.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eMarketing today is driven by the customer.\u003c\/b\u003e The old mindset was finding customers for your products and services. The new one says: collaborate with the customers whose trust you have earned to develop better products and services for them. In a connected economy, businesses are in shared relationships with customers, employees, and other influencers in the community—even competitors.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBuilt-In Social\u003c\/i\u003e provides a step-by-step approach to building a social marketing channel that aligns your business with its ideal customers. It offers essential practices for achieving higher search rankings for your business and making it more relevant for the communities it serves.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBuilt-In Social\u003c\/i\u003e delivers practical advice for using social marketing to leverage your experience and expertise to make your business brand more likable and trusted, including:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eThe role of search engines and how they influence buying behaviors\u003c\/li\u003e \u003cli\u003eWhy content marketing is a vital component of any social marketing strategy\u003c\/li\u003e \u003cli\u003eBest practices for using LinkedIn, Facebook, Twitter, Google+ (and more) to engage your social marketing with new buyers\u003c\/li\u003e \u003cli\u003eHow to create digital marketing assets that convert community trust into profitable outcomes\u003c\/li\u003e \u003cli\u003eWhy every small business should embrace the intersection of social, location, and mobile marketing\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eAs consumers move online in greater numbers, their collective voice will get even stronger, creating disruption in every community, business sector, and industry. Build your business for a connected economy that is becoming profoundly social.\u003c\/p\u003e  \u003cp\u003eImagine a web that has perfect access to information—a social web that is a digital copy of your physical world. That possibility is here today.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIs your business ready?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePraise for \u003ci\u003eBuilt-in Social\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"What everyone gets wrong is what Jeff Korhan pushes into the foreground with \u003ci\u003eBuilt-In Social\u003c\/i\u003e. Learn from Jeff, or recover from your mistakes later.\"\u003cbr\u003e \u003cb\u003e—Chris Brogan\u003c\/b\u003e, CEO of Human Business Works\u003c\/p\u003e \u003cp\u003e\"If you want to know how to build an audience of loyal fans who become paying customers, \u003ci\u003eBuilt-In Social\u003c\/i\u003e is your road map. Grab a copy and follow the path Korhan clearly lays out for you.\"\u003cbr\u003e \u003cb\u003e—Michael Stelzner,\u003c\/b\u003e CEO of Social Media Examiner and host of the Social Media Marketing podcast\u003c\/p\u003e \u003cp\u003e\"Successful social media marketing is the perfect mix of genuine relationship-building skills and great online technical skills. Jeff Korhan's new book creates that perfect blend as he guides readers through practical steps to achieve measurable results. Jeff truly walks his talk—he's the real deal. I've enjoyed reading his excellent online communications for many years.\"\u003cbr\u003e \u003cb\u003e—Mari Smith,\u003c\/b\u003e Social media thought leader, author of \u003ci\u003eThe New Relationship Marketing\u003c\/i\u003e, and coauthor of \u003ci\u003eFacebook Marketing\u003c\/i\u003e: \u003ci\u003eAn Hour A Day\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"The truth that runs through \u003ci\u003eBuilt-In Social\u003c\/i\u003e is that there's never been a greater time to design the business and the life you want.\"\u003cbr\u003e \u003cb\u003e—John Jantsch,\u003c\/b\u003e Author of \u003ci\u003eDuct Tape Marketing\u003c\/i\u003e and \u003ci\u003eThe Commitment Engine\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988868612325,"sku":"NP9781118529744","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118529744.jpg?v=1761781845","url":"https:\/\/k12savings.com\/es\/products\/built-in-social-isbn-9781118529744","provider":"K12savings","version":"1.0","type":"link"}