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Built-In Social
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How to redesign your business for social relevance and profitable success Marketing 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. Built-In Social 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. Intended 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 Author Jeff Korhan is a speaker, trainer, and coach helping mainstream small businesses increase their influence, enhance customer relationships, and accelerate growth Built-In Social will show you how to turn visibility, authenticity, accessibility, community, and relevance into measurable and profitable gains.
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Table of Contents

Preface vii Introduction 1 PART ONE ATTRACTION: YOUR ESSENTIAL CONTENT MARKETING STRATEGY Chapter 1 How the Social Web Works 11 Chapter 2 Designing Your Business Around Social 31 Chapter 3 Every Business Is Now a Media Company 51 PART TWO ENGAGEMENT: SOCIAL NETWORKING AND MARKETING Chapter 4 Communities Are the New Markets 75 Chapter 5 Meet Your New Business Partners 95 Chapter 6 Business Is Now Personal 113 PART THREE CONVERSION: TRANSFORMING TRUST INTO NEW BUSINESS Chapter 7 Social and Local Are Built-In Mobile 131 Chapter 8 Creating Digital Marketing Assets 153 Chapter 9 Relationship Selling in the Trust Economy 171 Chapter 10 Avoiding the Race to the Bottom 189 Appendix 195 Acknowledgments 199 Index 201

About the Author

JEFF KORHAN 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. Visit www.jeffkorhan.com to connect with Jeff.

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