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No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing

By Jason Falls, Erik Deckers

Published by Que

Published Date: Aug 11, 2011

Description

This is the eBook version of the printed book.

This is the first no-holds-barred, no B.S., no "Kumbaya" guide to social media marketing for business. It's the perfect book for every decision-maker who's ready to move beyond soft platitudes about social media "conversations," and achieve results: measurable improvements in sales, profitability, efficiency, and brand value. Top social media marketing consultants Jason Fells and Eric Decker take a relentlessly practical business value of social marketing, focusing on business drivers and effective metrics. They systematically address common executive objections to social media, offer realistic guidance on reducing its risks, and present up-to-date statistics and case studies demonstrating its business value. You will find the expert help you need to apply social media to drive business, achieve quantifiable improvements in brand value, deliver superior customer service, improve R and D, strengthen corporate reputation and customer communication, and much more.

Table of Contents

Introduction.. . . . 1

 

Part I: Social Media Is for Hippies. Social Media Marketing Is for Business.

Chapter 1: Ignore the Hype. Believe the Facts.      9

Social Media and the Hype Cycle     11

The Problem with What Social Media Purists Preach     15

But Asking About ROI Is Asking the Wrong Question     16

Seven Things Social Media Marketing Can Do for Your Business     19

1. Enhance Branding and Awareness     19

2. Protect Brand Reputation     20

3. Enhance Public Relations     21

4. Build Community     21

5. Enhance Customer Service     22

6. Facilitate Research and Development     23

7. Drive Leads and Sales     23

When You Add “Marketing,” It’s About Business     24

Endnotes     25

Chapter 2: It’s Not Them; It’s You!      27

Today’s Consumer Is Different.You’re Still the Same Old Dinosaur     29

You Never Controlled Your Message     31

If Social Media Can Help Overthrow a Government, What Will It Do to a Company?      32

It’s Not About Being on Social; It’s About Being Social     34

If You Don’t Trust Your Employees, You Hired the Wrong People     36

Don’t Blame It on IT, Compliance, or Legal     38

Social Media Doesn’t Violate Company Policy. People Violate Company Policy     39

So What Can You Do with Social Media?      40

The Ball Is in Your Court     41

Endnotes     42

Chapter 3: Your Competition May Have Already Kicked Your Ass     43

Your Audience Doesn’t Trust You Anymore, Anyway     45

Go Ahead, Buy an Ad     47

But We’re a B2B Company; We Don’t Count     48

Destroy Your Printer     49

The Shipping Industry Goes Social     50

But It Doesn’t Have to Be That Complicated     50

Do You Want to Be Greg Tackett or His Competition?      51

Endnotes     52

Chapter 4: Here’s the Secret: There Is No Damn Secret!      55

Social Media Marketing Is Not About Technology, It’s About Communication     56

Tools Change; the Need for Messaging Won’t     57

Social Media Is Not an Advertising Medium, but Social Platforms Can Be     58

This Ain’t “Rocket Surgery”      61

Starting in Social Media Is Like Asking an Investor for Money     61

Social Media Marketing Is About Planning and Measuring     64

Five Mind-Set Shifts That Make Successful Social Media Marketing Managers (and One Caveat)      65

 

Part II: How Social Media Marketing Really Works

Chapter 5: Make Some Noise: Social Media Marketing Aids in Branding and Awareness     71

Your Brand Is What the Community Says It Is     73

Traditional Marketing and Its Metrics Have Lied to You for Years     77

Why We Can’t Measure Traditional Marketing and PR     78

Why We Can Measure Social Media     79

Compare Costs Between Social Media and Traditional Media     81

What Traditional Marketing Costs     82

What Social Media Marketing Costs     83

The 500 Million Water Coolers Are Now One Big One     84

Putting Metrics Around Branding and Awareness     86

Endnotes     89

Chapter 6: It’s Your House: Social Media Marketing Protects Your Reputation     91

What Is “Crisis Communication”?      95

You Just Can’t Wait for Traditional Media to Catch Up or Get It Right     96

When You Don’t Listen or Respond, You Get Chi-Chi’d     98

Six Steps for Dealing with Detractors     100

But It’s Not Always About the Negative     101

Protecting Your Reputation Has a Technology Side, Too     102

Putting Metrics Around Protecting Your Reputation     104

Endnotes     107

Chapter 7: Relating to Your Public: Social Media Marketing and Public Relations     109

Public Relations Is Not Only About the Mainstream Media Anymore     112

Journalists Are Using Social Media, Too     115

Social Media Lets PR Skip the Gatekeepers and Editors     116

Quit Waiting for Traditional Media to Catch Up     117

Avoiding the Filter of the Traditional Media     118

The New Media Relations Landscape     119

Crisis Communication Starts Months Before You Have a Crisis     122

Dealing with Detractors     123

Putting Metrics Around Public Relations     125

Endnotes     127

Chapter 8: The Kumbaya Effect: Social Media Marketing Builds Community     129

Understanding Different Types of Communities     133

There’s More to Building Community Than Just Making Friends     135

Measuring Community     136

You Can Even Build Community Around Scissors!      138

But What If Our Competition Shows Up in Our Community?      140

Okay, So How Do You Do This and How Much Will It Cost?      142

Endnotes     145

Chapter 9: It’s About Them: Social Media Marketing Drives Customer Service     147

Why Do You Want to Hear from Your Customers?      150

Putting Your People Where Your Mouth Is     151

You Can’t Help Everyone     152

You’re Not the “Jackass Whisperer”      153

Sometimes It’s Just Two Little Words     155

Putting Metrics Around Customer Service     157

Measuring Customer Service Savings     159

Endnotes     161

Chapter 10: Get Smarter: Social Media Marketing Drives Research and Development     163

Collaboration Is the New Black     164

Collaborating with Customers Breeds Customers     165

Let’s Collaborate About Scissors...Yes, Scissors     166

Papa’s R&D Is in the House     168

Measuring Research and Development     169

It’s Adding R&D to Your R&D     171

But We’re a Small Business;We Don’t Do R&D     172

How to Plan For Research and Development     175

Endnotes     177

Chapter 11: It’s All About the Benjamins: Social Media Marketing Drives Sales     179

Nothing’s Wrong with Advertising     182

Advertising Is Outbound. Social Media Is Inbound     183

Case Studies in Social Media Marketing for Sales     184

The PIs and the KPIs     185

Putting Metrics Around Sales     187

We Know What It Can Do; Now How Do We Do It?      190

Endnotes     191

 

Part III: Get Off Your Ass, Would Ya!

Chapter 12: Remedy Your Fears with Sound Policy     193

Why Do We Need a Social Media Policy?      195

The Question of Ownership     198

What Can Employees Do at Home?      199

Telecommuting Is Not the Same as Personal Networking     200

What Should a Social Media Policy Include     200

What Should You Do About Privileged Information and Avoiding Giving Advice?      204

Trust Employees, but Not Everyone Should Speak for the Company     205

Who Should Enforce It?      205

Let’s Be Clear on the Responsibility     207

What If People Spend Too Much Time on Social Media?      208

Endnotes     209

Chapter 13: Assign Responsibility and Be Accountable     211

The Question of Ownership     212

A Quick Review of the Pros and Cons     213

Marketing     213

Sales     214

Public Relations     214

Customer Service     215

Who Should Not Be in Charge     215

The Ideal Setup     216

Social Media Management Is for Senior Staff, Not Interns     217

Who Are the Ideal Social Media Practitioners?      218

What If Your Employee Becomes a Social Media Rock Star?      219

The Models of Social Media Management     221

Hold Your Team Accountable     223

Chapter 14: This Is NOT a Sandbox. It’s a Business.     225

You Know What It Can Do, Now Decide What You Want It to Do     226

Done Is Better Than Perfect     228

Turn Your Plan into Action     229

Planning for the Unexpected     231

Sometimes You Can’t Do It Alone     233

Endnotes     236

Chapter 15: Being Social     237

Being a Social Business Makes Customers Proud to Wear Your Badge     238

Social Media Marketing Is More Than Just Business     239

Five Kickstarters to Change a Traditional Mind-Set     241

Kickstarter No. 1--Hear, Then Listen     242

Kickstarter No. 2--Share, Then Solve     243

Kickstarter No. 3--Launch, Then Learn     243

Kickstarter No. 4--Trust, Then Adjust     244

Kickstarter No. 5--Give, Then Get     244

In the End, It’s a Business     245

Endnotes     247

Index     249

Purchase Info

ISBN-10: 0-13-274887-8

ISBN-13: 978-0-13-274887-2

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