Built–In Social: Essential Social Marketing Practices for Every Small Business

Imagine 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. Is your business ready? Praise for Built-in Social "What everyone gets wrong is what Jeff Korhan pushes into the foreground with Built-In Social . Learn from Jeff, or recover from your mistakes later." —Chris Brogan , CEO of Human Business Works "If you want to know how to build an audience of loyal fans who become paying customers, Built-In Social is your road map. Grab a copy and follow the path Korhan clearly lays out for you." —Michael Stelzner, CEO of Social Media Examiner and host of the Social Media Marketing podcast "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." —Mari Smith, Social media thought leader, author of The New Relationship Marketing , and coauthor of Facebook Marketing : An Hour A Day "The truth that runs through Built-In Social is that there's never been a greater time to design the business and the life you want." —John Jantsch, Author of Duct Tape Marketing and The Commitment Engine

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

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.