GearBest.com INT
М.Видео

СКАННЕР
КОДОВ

  • Установите программу
    `Вега Сканнер`
    на телефон.
  • Перед покупкой товара просканируйте штрих-код и прочитайте отзывы людей.
  • Обязательно оставьте отзыв,
    если качество товара
    Вам не понравилось!
    Этим
    Вы предупредите
    других людей.

No Bullshit Social Media The All Business No Hype Guide to Social Media Marketing

Год выпуска: 2011-09-11
Автор: Jason Falls, Erik Deckers

Synopses & Reviews

Publisher Comments

The In-Your-Face, Results-Focused, No-Kumbaya Guide to Social Media for Business!

Detailed techniques for increasing sales, profits, market share, and efficiency
  • Specific solutions for brand-building, customer service, R&D, and reputation management
  • Facts, statistics, real-world case studies, and rock-solid metrics
  • Stop hiding from social media--or treating it as if its a playground. Start using it strategically. Identify specific, actionable goals. Apply business discipline and proven best practices. Stop fearing risks. Start mitigating them. Measure performance. Get results. You can. This book shows you how.

    Jason Falls and Erik Deckers serve up practical social media techniques and metrics for building brands, strengthening awareness, improving service, optimizing R&D, driving better leads--and closing more sales.

    Conversations and communities are wonderful, but theyre not enough. Get this book and get what you really want from social media: profits.

    Think social medias a passing fad? Too risky? Just a toy? Too soft and fuzzy? Not for your business? Wake up! Its where your customers are. And it aint going away. Does that suck? No. It doesnt. Do social media right, and all those great business buzzwords come true. Actionable. Measurable. And...wait for it...here comes the big one. Profitable. Damn profitable.

    Want to know how to do it right? Well show you. And, yeah, we know how because weve done it. This is the bullshit-free, lie-free, fluff-free, blessedly non-New-Age real deal. Youre going to learn how to use social media to deliver absolutely killer customer service. How to R&D stuff people actually want. Develop scads of seriously qualified leads. Youll figure out what you want. You know, the little things like profits, market share, loyalty, and brand power. Youll figure out how to measure it. And then youll go get it.

    One more thing. We know what scares you about social media. Screwing up (a.k.a., your mug on the front page of The Wall Street Journal). So well tell you what to do so that wont happen. Ever. No B.S. in this book. Just facts. Metrics. Best practices. Stuff to warm the hearts of your CFO, CEO, all your C-whatevers. And, yeah, you. So get your head out from under the pillow. Get your butt in gear. Lets go make some money.

    Review

    "A book like this deserves a no bullshit testimonial: The social media world is so full of it, I really didnt think anybody had the guts to put out a book like this on it. If someone tells you social media is crap, throw this book at them and demand they read it.

    --Scott Stratten, international bestselling author of UnMarketing: Stop Marketing. Start Engaging

    Jason and Erik dont screw around with wishy-washy theories or starry-eyed notions. If youre looking for sound advice on how to use social media to grow your business (and who isnt?), this book is your guide.

    --David Meerman Scott, bestselling author of Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now

    "I've been famously quoted as saying, '99.5% of social media experts are clowns,' but watching Jason over the course of the last five years makes me feel pretty confident that he's in the other .5%."

    --Gary Vaynerchuk, cofounder, VaynerMedia; author of The Thank You Economy

    "Jason and Erik are the real deal. They blend heartfelt sincerity with technical know-how and experience. This book gives you a lot to chew on, and if you let it, gives you a serious step up on your competition."

    --Chris Brogan, coauthor of Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust

    Finally, a book that hits the topic of social media in a way that makes it real, practical, and important.

    --John Jantsch, author of Duct Tape Marketing and the Referral Engine

    "Social media marketing can drive real business results and No Bullshit Social Media delivers straight-talking guidance to help brands succeed."

    --Peter Kim, chief strategy officer, Dachis Group

    Forget everything you thought you already knew about social media marketing. Chuck it. Start over. Then, turn to page 1 of Falls and Deckerss No Bullshit Social Media guide and learn from the masters.

    --Todd Defren, principal, SHIFT Communications; blogger, PR-Squared

    Deckers and Falls crystallize the relevant aspects ofsocial mediamarketing in an excitingand informal way. Not just formarketing types, No Bullshit Social Media isa must-read for anyone who has a passion to grow their business by learning how tolisten anddialog withtheir customers.

    --Scott Applebee, vice president marketing, Travelpro International, Inc.

    "Finally! A no-nonsense marketing book from guys deep within the social media trenches. This book is a must-read for any business that's struggling with social media marketing."

    --Michael A. Stelzner, CEO, SocialMediaExaminer.com; author of Launch: How to Quickly Propel Your Business Beyond the Competition

    I punched the wall with enthusiasm after reading this book! No joke. This is the best bare-knuckled approach to social media marketing I have ever read. Erik and Jason tell it to you straight. Every CEO, entrepreneur, and business professional should read this book and spit out the BS!

    --Kyle Lacy, author of Branding Yourself and Twitter Marketing for Dummies

    Pop! Finally a book that bursts the hype balloon around social media and delivers a real recipe for how to use it to actually build your business. Falls and Deckers call out the fools and phonies and pull no punches while doing so. This book delivers clear-headed, no-nonsense, proven advice that you'll gobble up like candy--especially if you're a doubter about the whole social media craze.

    --Jay Baer, coauthor of The Now Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social

    Jason Falls and Erik Deckers waste no words getting right to what works and what doesn't. You couldn't find two more qualified people to deliver the clear story on how social media can grow your business--using the speed and reach of the Internet to make real relationships. Buy this book now!

    --Liz Strauss, brand strategist, community builder, founder of SOBCon

    "Ripping off a Band-Aid never feels good, but that is exactly what Falls and Deckers do as they cut right to the point and tell you exactly how your company needs to approach social media if it wants to be successful. No kissing your boo-boo in this book!"

    --C.C. Chapman, coauthor ofContent Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More)That Engage Customers and Ignite Your Business

    Stop. Put this book down! Step away from the book. Honestly, wed prefer that you not read this book. Were quite happy to continue to run laps around your business, and the last thing we need is for you to start trying to satisfy your customers by applying what youll learn here.

    --Joe Sorge, entrepreneur, small business owner, burgerwhisperer, coauthor of #TwitterWorks: Restaurant 2.0 Edition: How social media built a restaurant, a pizza truck and thousands of relationships

    No Bullshit Social Media advances and distillsJason and Eriks unique and thought-provoking insights about why, and how, we should use what they so simply demonstrate isthe most powerful marketing tool available to businesses today--social media.

    --Kevin Taylor, aka @telecomtails; former president, Chartered Institute of Public Relations; founder, Robertson Taylor PR; European lead for Global Results Communications

    "Many business leaders are still trying to understand the value of social media communication. Falls and Deckers take the key questions and challenges head on, back them up with examples, and spare you the frustrating jargon and hyperbole. If you're an executive trying to get your arms around social or need your boss to better understand, this book is the place to start."

    --Amber Naslund, VP Social Strategy, Radian6; coauthor of The Now Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social

    Kick-ass straight-talk about how social media has emerged core to businesses' bottom line success. A must-read, with no holds barred.

    --Stacy DeBroff, CEO and founder, Mom Central Consulting

    "This is a book I'm excited about. Not just because it sounds straightforward (that No Bullshit thing!), but because it is. Social media isn't all Rainbow Brite, snuggly puppies, and big group hugs. It's real. It's actionable. It works. So what are you waiting for?"

    --Ann Handley, chief content officer, MarketingProfs; coauthor ofContent Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More)That Engage Customers and Ignite Your Business

    "Jason and Erik offer something often in painfully short supply in the social media world: business sense. No kumbaya, no fluffy talk about engagement or conversation, just real advice crafted with business needs and a bottom line in mind."

    --Christopher Barger, senior vice president of global programs, Voce Connect

    Yes you can!, President Obamas slogan from his first presidential election campaign, is an apt label to apply to Jason Falls and Erik Deckerss treatment of social media and its dynamic place in business and marketing. Falls and Deckers pepper their book with credible case studies to illustrate the compelling differences social media marketing can make to any business, large or small. No Bullshit Social Media offers you actionable insights that will help you believe that you, too, can realize benefits that social media marketing can bring to your business.

    --Neville Hobson, ABC (Association of Business Communicators); copresenter, the For Immediate Release podcast series

    Jason Falls and Erik Deckers continue to deliver Pristine and Straight Arrow Insights into social media marketing. Their book No Bullshit Social Media is just that: no B.S. This book is common sense from cover to cover!

    --Ramon De Leon, social media visionary and international speaker, Dominos Pizza Chicago

    In an era when everyone from kids to grandparents has mastered social media, too many business people are still asking, Do I dare? This no-B.S. read says loudly and clearly, Hell, yes! Its a smart, succinct combo of why to and how that persuasively pounds home its social-media premise: You better play, or youre gonna pay.

    --Bruce Hetrick, president and CEO, Hetrick Communications

    "Enough of the excuses! No more saying that you don't get social media or that you're too old/out of date/not geeky enough to use today's tools to market your business. Get off your butt, buy this book, and start growing! 'Nuff said."

    --Sarah "Intellagirl" Smith-Robbins, PhD, Director of Emerging Technologies, Kelley Executive Partnersat Indiana University; Marketing faculty, Kelley School of Business, Indiana University

    "Social media has changed the rules of how products and services are marketed, forever! In this book, Jason and Erik throw stone-cold facts at the reader and force you to open up to new forms of ROI."

    --Arjen Strijker, founder, Somesso.com

    Synopsis

    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.

    Synopsis

    The In-Your-Face, Results-Focused, No- Kumbaya Guide to Social Media for Business

    Detailed techniques for increasing sales, profits, market share, and efficiency
  • Specific solutions for brand-building, customer service, R&D, and reputation management
  • Facts, statistics, real-world case studies, and rock-solid metrics
  • Stop hiding from social media--or treating it as if it s a playground. Start using it strategically. Identify specific, actionable goals. Apply business discipline and proven best practices. Stop fearing risks. Start mitigating them. Measure performance. Get results. You can. This book shows you how.

    Jason Falls and Erik Deckers serve up practical social media techniques and metrics for building brands, strengthening awareness, improving service, optimizing R&D, driving better leads--and closing more sales.

    Conversations and communities are wonderful, but they re not enough. Get this book and get what you really want from social media: profits.

    Think social media s a passing fad? Too risky? Just a toy? Too soft and fuzzy? Not for your business? Wake up It s where your customers are. And it ain t going away. Does that suck? No. It doesn t. Do social media right, and all those great business buzzwords come true. Actionable. Measurable. And...wait for it...here comes the big one. Profitable. Damn profitable.

    Want to know how to do it right? We ll show you. And, yeah, we know how because we ve done it. This is the bullshit-free, lie-free, fluff-free, blessedly non-New-Age real deal. You re going to learn how to use social media to deliver absolutely killer customer service. How to R&D stuff people actually want. Develop scads of seriously qualified leads. You ll figure out what you want. You know, the little things like profits, market share, loyalty, and brand power. You ll figure out how to measure it. And then you ll go get it.

    One more thing. We know what scares you about social media. Screwing up (a.k.a., your mug on the front page of The Wall Street Journal). So we ll tell you what to do so that won t happen. Ever. No B.S. in this book. Just facts. Metrics. Best practices. Stuff to warm the hearts of your CFO, CEO, all your C-whatevers. And, yeah, you. So get your head out from under the pillow. Get your butt in gear. Let s go make some money.

    "


    About the Author

    Jason Falls is a consultant, speaker, strategist, and thinker in the world of digital marketing and social media. He is the owner of Social Media Explorer, a social media consulting service, as well as Exploring Social Media, a learning community. He works with corporate clients, developing and managing their social media and PR strategies. He is a highly sought-after speaker, traveling around the country to speak to various trade associations, conferences, and corporate groups.

    Erik Deckers is the co-owner and vice president of creative services of Professional Blog Service, a ghost blogging and social media agency. His company works with both small businesses and large corporations. Erik has been blogging since 1997, and he speaks widely on social media topics for personal branding, business, crisis communication, and citizen journalism. He is also a newspaper columnist and award-winning playwright.


    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, Its About Business 24

    Endnotes 25

    Chapter 2: Its Not Them; Its You! 27

    Todays Consumer Is Different.Youre 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

    Its Not About Being on Social; Its About Being Social 34

    If You Dont Trust Your Employees, You Hired the Wrong People 36

    Dont Blame It on IT, Compliance, or Legal 38

    Social Media Doesnt 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 Doesnt Trust You Anymore, Anyway 45

    Go Ahead, Buy an Ad 47

    But Were a B2B Company; We Dont Count 48

    Destroy Your Printer 49

    The Shipping Industry Goes Social 50

    But It Doesnt Have to Be That Complicated 50

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

    Endnotes 52

    Chapter 4: Heres the Secret: There Is No Damn Secret! 55

    Social Media Marketing Is Not About Technology, Its About Communication 56

    Tools Change; the Need for Messaging Wont 57

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

    This Aint 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 Cant 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: Its Your House: Social Media Marketing Protects Your Reputation 91

    What Is Crisis Communication? 95

    You Just Cant Wait for Traditional Media to Catch Up or Get It Right 96

    When You Dont Listen or Respond, You Get Chi-Chid 98

    Six Steps for Dealing with Detractors 100

    But Its 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

    Theres 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: Its 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 Cant Help Everyone 152

    Youre Not the Jackass Whisperer 153

    Sometimes Its 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

    Lets Collaborate About Scissors...Yes, Scissors 166

    Papas R&D Is in the House 168

    Measuring Research and Development 169

    Its Adding R&D to Your R&D 171

    But Were a Small Business;We Dont Do R&D 172

    How to Plan For Research and Development 175

    Endnotes 177

    Chapter 11: Its All About the Benjamins: Social Media Marketing Drives Sales 179

    Nothings 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

    Lets 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. Its 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 Cant 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, Its a Business 245

    Endnotes 247

    Index 249



      Все книги
    KARATOV.com



    facebook
    Уважаемый посетитель! Если
    вы хотите читать на Facebook важные отзывы о товарах, нажмите `Нравится`