A review of No Bullshit Social Media, writen by Jason Falls and Erik Deckers.

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

2. The Authors
• Jason Falls • Erik Deckers
• Principal of Social Media • Owner and VP of Creative
Explorer in Louisville, Services at Professional
Kentucky. Blog Service in
• Brand Experience: Indianapolis, Indiana.
– Jim Beam • Coauthor: Branding
– Maker’s Mark Yourself: How to Use
– Humana Social Media to invent or
– The National Center for
Reinvent Yourself.
Family Literacy • 17 years experience in:
• Former VP of interactive – Marketing
and social media at Doe- – Sales
Annderson. – PR
– Crisis Communication

3. After reading you will understand…
• Social media is the wave of the future. It’s not going away.
• The companies that will succeed over the next 10 years are
the ones that embrace social media marketing.
• The companies that will fail over the next 10 years probably
won’t embrace social media marketing (mainly due to the
fear)
• Social media marketing can be real. It can be actionable. And
it can be measured.

4. What Social Media Marketing can do
for an organization.
• Enhance branding and awareness
• Protect brand reputation
• Enhance Public Relations
• Build Community
• Enhance customer service
• Facilitate Research and Development
• Drive leads and sales

5. What is Social Media Marketing?
• “Exceeding customer expectations, often but
not always, in the online world, through
human connection and relationship”
– Falls, Decker

6. ROI (Return on Investment)
• Don’t concern yourself with ROI
– Rather, what social media marketing can do for
your business.
• Can’t judge social media success with ROI
• Start out by setting goals to me measured not
your ROI

7. Social Media Marketing Is NOT About
Technology, It’s About COMMUNICATION
• “Social media platforms are about technology.
Social media, and thus, social media
marketing, are about communication.”
• Don’t think about the websites, widgets, and
apps, but think about: listing, participating in
conversations, developing talking points, and
providing information.

8. Planning and Measuring
• Set Goals and Objectives • Measure the Results
– The end result and how you’ll – Web Analytics
get there – Easy and Accurate
– Be specific with your goals
(numbers, or percentages)
– Example: Increase band
profile views by 20% in 3
months
• Create a Strategic Plan • Commit to the Process
- What tools will you use? - Don’t rush, results take time
-Who do you need to make this - Allow 1 year at least
happen ?

9. Branding and Awareness
• Marketing never controlled your message;
your customer did.
• Brand is how the image or name makes the
person feel.
• It is why they chose your product over the
other

10. Social Media Marketing Will Protect
Brand Reputation
• Anticipate negative comments and have a plan to deal
with them.
• Be transparent in your communication with the media
and the public
• “If putting out fires is one execution of reputation
protection on the social web, then fanning the flames
of good fires is another.”
• Reputation applies to search engines as well.

11. Social Media Marketing Will Build
Community
• Building community • Informal Communities
draws the public in and – Open forums
makes them invested, – Often not official
and builds trust. company connection
• Formal Communities • Be customer-centric
– Registration • Once you make
– Logins “friends” you have to
– Passwords keep them with
communication.

12. How Social Media Marketing Drives
Customer Service
• Changed how customers repot and handle problems
• Such instant and accessible interaction shows that an
organization is being responsive, responsible, and
concerned.
• “Take care of the old customers.”
• Check out complaint history
– Are they always negative and never pleased?

13. Social Media Marketing Drives
Research and Development
• Your customers know your product better than you.
• Listen to what the public has to say.
• Four Steps to Conducting Research
– Set the goals for the research
– Establish the important questions to ask
– Research and collect answers to the important questions
– Analyze the answers to make decisions.

14. Social Media Marketing Drives Sales
• “Social media marketing • Measure
can have an impact on – Leads
your bottom line.” – Cost per lead
– Lead value
• “Stop thinking like a – Non-sales Conversations
traditional marketing – Cost of Conversation
nimrod!” – Repeat Purchase Value
– Retention Rate
– Average Order Value
• “It’s not about ROI, but – Time to Close
what you get out of social
– Referrals
media marketing”

15. Who should read
No Bullshit Social Media?
• If your asking yourself “Why should I use
social media?”
• People that know social media platforms but
are not sure about implementing it into and
organization.
• Want to expand your current social media
campaign.

16. Likes Dislikes
• Very conversational read,
as if you were listening to
them lecture.
• Very informative in the
concepts of why social
media is vital to
marketing • Not very much how-to.
• Entertaining read, with
right to the point
concepts.
• Good case studies and
examples that were very
resent.