UnMarketing: Stop Marketing. Start Engaging. / Scott Stratten
I have seen many sides of Scott Stratten – better known to most in the social media realm as @unmarketing – through conversations on Twitter, reading his UnDaddy blogs on YummyMummyClub, and through his blog updates. I have my work-at-home career because of social media, and because of that was of course curious to read Scott’s new book, UnMarketing: Stop Marketing. Start Engaging. Considering his opinion on testimonials, I had to steal the offering from a friend to satisfy my inquiring mind.
Many tenets of social media are explained and discussed throughout UnMarketing, including the necessities of being authentic and personal – cornerstones of building lifelong fans, relationships, and customers. This applies not only to businesses in general, but employees as well, something I inherently recognize – the words “cold call” make me shiver. I have not had a land-line for the past seven years because of my dislike of telemarketers. (I tried to be one when I was desperate for a paycheque. I lasted a half-day.)
Scott shares his tips on how to get started in social media via the book. Having been an avid follower of the man himself, I spied a lot of familiar phrases throughout the book; a lot of what he tweets and blogs about are taken from pixel to print on the pages. I felt a little put off because whenever I pick up a blog-to-book I am hoping for something new, as I’m sure most dedicated fans are as well. I kept looking, managed to find some examples, but then disagreed with some of his findings.
I do agree on what he tells potential and current clients about customers. “Sometimes you’ve got to think like a customer.” I spent over 15 years in the retail industry in positions ranging from a part-timer to customer service manager. I always taught my staff that while the boss may sign your paycheck, the customers make the revenue.
There is a concern for ROI (Return on Investment) when it comes to social media; it has a lot of companies hesitant to jump in. Scott covers many tips on what to do, and not to do, to build a platform on Twitter, Facebook, and LinkedIn. “A blog without the ability to engage is just called an article,” he says, or, “Playing heavy metal in a jazz club isn’t going to work so well.”
Customers want to be heard. If they are not, they go to the competition. Everything is immediate and relevant. Companies can diffuse any storm by tuning into what their customers are saying; the necessity to own up to their mistakes and make actionable fixes. (I still can’t use Motrin after Motrin Moms.)
The stories from Zappos (which gave me goose-bumps), Future Shop, Tim Horton’s, and Walmart got me in a tizzy. When Scott dedicated a whole chapter about Tim Horton’s not offering debit and having a bad cup of coffee I cried foul. To say that “The company does not use bankcards,” is misleading and false. When Scott went undercover to see if his local Walmart utilized the company policy of the 10-foot rule, he found that particular store did not, yet the distinction wasn’t made clear that not all Walmarts are guilty. What he mainly proved with his poor experiences at his local Tim Horton’s and Walmart is if you tick off the wrong customer they will tell others.
While a lot of great points are found within the book’s pages, when reading you’re never far from a statement that may be dogmatic simply for the sake that it has come from the mouth of UnMarketing himself. There is also plenty of fodder for “social media experts” to dispel and disagree.
Throughout Scott’s text, there are many sarcastic, self-important footnotes that were a distraction. It was like a little sideshow as you tried to focus on the main attraction. But one area of the book that reminded me of why I began to follow Scott in the first place was the acknowledgments – he calls his mom his best friend – where the real essence of who UnMarketing is can be found.
I recommend reading this book as a good base text for social media marketing. Read it if you know of Scott or are one of his followers, but also make sure to check out other books by social media powerhouses, such as those by Amber Mac or Chris Brogan.
You may not agree with everything Scott says in his book, or even with my review – I can be reached via Twitter, @justdworld, and welcome conversation – but that’s the thing about social media, it’s a grey area that will be explored and expounded for years to come.
Scott Stratten is the president of UnMarketing. Between being ranked one of the top influencers in the Twittersphere and getting over 60 million views of client videos, he has spent way too much time online.
UnMarketing: Stop Marketing. Start Engaging. is available in stores and online at Amazon, Amazon Kindle, Chapters Indigoand many other retailers.
Comments
Hi
First, I would like to thank all of you who have left comments here, emailed both Women’s Post and myself, and have replied to me through Twitter. Your support is appreciated.
Second, to write something because it has stirred passion in me to share with you, and that in turn caused passion, makes the online world a great conversation platform. It helps me as a Women’s Post book reviewer to know what my readers want and need.
Third, with that comes great responsibility which I do not take lightly. As you have known me through my books, blogs and here, I write as honestly as I can. Honesty is the best policy.
Lastly, since I am no longer able to contact the UnMarketing author through our former social media channels, I do wish him well as he goes on the journey to having his first book enter the world. As our mutual colleagues will tell you-it is a rollercoaster ride. My door is still open.
Thank you for stopping by.
Until next time.
Sincerely,
Danielle
Hi Scott,
I would just like to point out that Danielle specifically references a quote from your book - "To say that 'The company does not use bankcards,' is misleading and false." - that she deemed misleading, she wasn't saying you as a person are. And if that is the direct quote then really, is she wrong in saying that it is? I understand you were talking about personal experiences, but to make a broad, all-encompassing statement about a company, whether in the context of your experiences or not, is indeed a bit misleading given the fact the company does have debit capabilities, albeit obviously not the ones you've frequented. But please do realize that she does not say your book is in essence flawed or anything of the sort. You have to take the good with bad, and I think Danielle put together an unbiased and fair review of your book. And because of it, I actually want to read it. I think you're taking that particular statement a bit too personally, and need to realize it was in reference to a specific point.
Adam
Hi Murtaza,
I'm not commenting on here for a discussion on Tim Hortons business practices to be honest.
I'm talking about someone accusing me of being misleading and false, which I was being neither. Misleading implies I purposely said something that I knew was wrong or would lead people to think the wrong way. That, and most other sections are written as first person experiences as to why I, me, myself left a brand. That is very clear throughout the book and was not misinterpreted.
Hmmm...
He also doesn’t say all Lush locations are awesome, is that misleading too?
The examples of Walmart and Tim Hortons begin as personal stories, as are those of Lush, Wynn, Cirque, Tele Seminars, Twitter, Future Shop ….wait a second….maybe that is because person experiences with brands is a good start for sharing broader concepts…something to think about anyway.
Maybe making business personal is kind of the point.
(*And the footnotes are brilliant)
Hi Scott,
Taz here, Web Editor for Women's Post. I just finished reading Danielle's review of your book. A few things:
First off, I believe one of the reasons Tim Horton's does not take debit is simply logistics. As you mentioned, you've been to several locations around the GTA (as have I). Without debit currently available as a method of payment, lineups are always long, both inside and at the drive through. Each debit transaction takes roughly a minute to process (you have to authorize an amount, enter pin, choose account etc.). Over time, you can imagine what this would do to add to the existing lineups.
I also know Tim Horton's is an economy brand. Most purchases are under $5. Each debit transaction costs money and if the majority of debit transactions are for $5, Tim Horton's loses money (which means higher prices for us).
(And there are a couple of Tim Horton's around our office in downtown Toronto that take debit.)
Perhaps there were a few things Danielle may have misinterpreted; there may have been things ambiguous in nature that she happened to inaccurately interpret and present in her article. However, if a professional reviewer had difficulties understanding the material, will the average reader have the same difficulties? (Just a thought)
Like you said, 'everyone is entitled to their opinion on the book,' and this is exactly what Danielle presented: Her opinion. I can assure you in no way whatsoever was she trying to be hurtful. We all know how valuable your experience and expertise is.
Sincerely,
Murtaza Adamjee
Web Editor
Women’s Post
Hi Danielle,
Thanks for taking the time for reviewing my book.
A few things:
"To say that “The company does not use bankcards,” is misleading and false."
To say I mislead people is quite hurtful. Tim Hortons as a franchise in the GTA do not take bankcards. Their head office is located in my town, I've been to over 50 of them and none of them take them. It was important to my experience since this was one of the reasons I switched. If they do accept them in Western Canada or the USA is irrelevant to the chapter because that doesn't change my experience. And that's what that section was all about, the small things that made one guy change his brand.
"yet the distinction wasn’t made clear that not all Walmarts are guilty."
I'm not even sure what to say here... Again, it's a story based on one guys experience with a store. Do I really need to say it may not be applicable to others? I never said "Every Walmart is the same!"
Every one is entitled to their opinion on the book, that's the fun of putting a book out there, but to say I'm being misleading and false is a wee bit over the top for a professional review
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