The Book of Business Awesome / The Book of Business UnAwesome

Awesome To–do List Hire awesome people at every level of your business Listen to your customers Create amazing content that goes viral Reach the Third Circle Own up to mistakes and continue on being awesome Being an awesome business requires dedication from every corner of your company, from HR to PR, to customer service and marketing. Whether you′re building brand awareness, improving customer service, or filling a position, your employees and customers communicate who your brand is to the whole world. The Book of Business Awesome includes case studies of successful businesses that gained exposure through being awesome and effective. Discover how you can use social media to recast a mistake into a golden moment for your organization. Learn how to re–recruit your employees, recourt your customers, and spice up an old brand. Wield these awesomely effective tools, and ensure that your business remains awesome . UnAwesome To–do List Set massive budget for that unawesome billboard ad (don′t forget QR code!) Ignore your customers when they reach out to you Also, layoff customer service department Don′t forget to add pop–ups to the website! Definitely need animation, with music, something loud In all seriousness, the marketing industry is full of amazing and powerful tools that can spell disaster for your brand if you don′t use them carefully. The Book of Business UnAwesome recounts many cautionary tales of companies that did it all wrong. Learn from other businesses′ mistakes, like viral marketing gone wrong, social media done unsocially, and just hiring the wrong people, for the wrong job, at the wrong time. The cost of being unawesome to your employees and customers is much more than ever before.

Chapter 1 How One Man Changed a Billion–Dollar Brand Chapter 2 Marketing is a Verb Chapter 3 Remarry Your Current Customers Chapter 4 The Sun Rises Online Chapter 5 Sporting event awesome Chapter 6 I Think Geeks Rule Chapter 7 DKNY 4 U 2 Chapter 8 PR People. React. Chapter 9 The Red Cross is Getting Slizzard Chapter 10 Grand Rapids Serves up Some Humble Pie Chapter 11 The One Thing More Delicious Than Ice Cream Chapter 12 How To Apologize to a Woman Chapter 13 How To Ship Out Your Reputation, And Then Return It Chapter 14 You Can′t Ignore What You Hate Chapter 15 The Only Good Use For QR Codes Chapter 16 Benefit of the Brand Doubt Chapter 17 How To Spice Up An Old Brand Chapter 18 How Manya Made Vegas Awesome Chapter 19 Fractional Reaction Chapter 20 Third Circle Chapter 21 Reflecting on Awesome Chapter 22 Part Man, Part Machine, All Crowdfunded Chapter 23 The Social Media ROI Conversation Chapter 24 Before Social ROI Chapter 25 Connect Outside Your Field of Vision Chapter 26 Peripheral Referrals Chapter 27 Seven Dollars and An iROI, Lessons in Social Return on Investment Chapter 28 Thirty Tips for Speakers Chapter 29 Rocking a Panel Chapter 30 Shedding some social pounds Chapter 31 You Don′t Need The Man, If You Are the Man. Why I Love Louis CK Chapter 32 The Hall of Fame Chapter 33 Mr. Happy Crack Chapter 34 Pimp My Lift Chapter 35 Nightmares Chapter 36 J.K. Rowling Chapter 37 Moncton Snow Blower Chapter 38 Calgary Philharmonic Chapter 39 A Unicorn Fighting A Bear Chapter 40 Awesome End Awesome Acknowledgements

SCOTT STRATTEN is the President of UnMarketing.com, a company that combines efforts in viral, social, and authentic marketing. He has guided companies such as PepsiCo, Adobe, Red Cross, and Saks Fifth Avenue through the viral/social media and relationship marketing landscape. Scott was named one of the top five social media influencers in the world on Forbes.com. He has appeared on Mashable.com and CNN.com, and in the Wall Street Journal, USA Today, and Fast Company. He speaks 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 engaging conversation. Scott travels around the world sharing with audiences the "what not to do in business" stories we all can′t get enough of. Lucky for Scott, there is never a shortage of material to draw from. He believes that 85 percent of people in the world are morons (not you, if you buy this book).