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There Is No Fresh Broccoli 
A No-nonsense Blueprint For Digital Marketing Success 
Jason Falls | Social Brand Forum | September 25, 2014
ELASTICITY + THERE IS NO FRESH BROCCOLI
Why do we keep asking the same questions? 
ELASTICITY + THERE IS NO FRESH BROCCOLI
The Six-Point Blueprint 
to Digital Marketing Success 
ELASTICITY + THERE IS NO FRESH BROCCOLI
KNOW 
YOUR 
AUDIENCE 
ELASTICITY + THERE IS NO FRESH BROCCOLI 
Know Your Audience 
Search is your 
No. 1 Priority 
Social and PR Elevate 
Search 
Without Content You 
Don't Exist 
Measure For The 
Future, Not The Past 
There Is No 
Easy Button
The 
Relevance 
Bulls Eye 
ELASTICITY + THERE IS NO FRESH BROCCOLI 
Know Your Audience 
Search is your 
No. 1 Priority 
Social and PR Elevate 
Search 
Without Content You 
Don't Exist 
Measure For The 
Future, Not The Past 
There Is No 
Easy Button
When you know your audience: 
1. Clearly understand who your product is for 
2. Know their who, what, when, where, why and how 
3. Listen to them 
4. Know who they listen to 
5. Once they buy, serve them like they’re the only one 
ELASTICITY + THERE IS NO FRESH BROCCOLI 
Know Your Audience 
Search is your 
No. 1 Priority 
Social and PR Elevate 
Search 
Without Content You 
Don't Exist 
Measure For The 
Future, Not The Past 
There Is No 
Easy Button
SEARCH 
IS STILL NO. 1 
Know Your Audience 
Search is your 
No. 1 Priority 
Social and PR Elevate 
Search 
Without Content You 
Don't Exist 
Measure For The 
Future, Not The Past 
There Is No 
Easy Button 
ELASTICITY + THERE IS NO FRESH BROCCOLI
Social and PR 
Converge to Elevate Search 
Know Your Audience 
Search is your 
No. 1 Priority 
Social and PR Elevate 
Search 
Without Content You 
Don't Exist 
Measure For The 
Future, Not The Past 
There Is No 
Easy Button 
ELASTICITY + THERE IS NO FRESH BROCCOLI
ELASTICITY + THERE IS NO FRESH BROCCOLI 
Know Your Audience 
Search is your 
No. 1 Priority 
Social and PR Elevate 
Search 
Without Content You 
Don't Exist 
Measure For The 
Future, Not The Past 
There Is No 
Easy Button
Without Content, 
You Do Not Exist 
Know Your Audience 
Search is your 
No. 1 Priority 
Social and PR Elevate 
Search 
Without Content You 
Don't Exist 
Measure For The 
Future, Not The Past 
There Is No 
Easy Button 
ELASTICITY + THERE IS NO FRESH BROCCOLI
Measure 
For The Future 
ELASTICITY + THERE IS NO FRESH BROCCOLI 
Know Your Audience 
Search is your 
No. 1 Priority 
Social and PR Elevate 
Search 
Without Content You 
Don't Exist 
Measure For The 
Future, Not The Past 
There Is No 
Easy Button 
Not the Past
Two types of 
Marketing 
ELASTICITY + THERE IS NO FRESH BROCCOLI 
Know Your Audience 
Search is your 
No. 1 Priority 
Social and PR Elevate 
Search 
Without Content You 
Don't Exist 
Measure For The 
Future, Not The Past 
There Is No 
Easy Button
Measurement is an exercise 
in figuring out where you want to go, 
not where you have been. 
TWEET THAT SHIT! 
(@JasonFalls said it) 
ELASTICITY + THERE IS NO FRESH BROCCOLI
There Is 
No Easy Button 
ELASTICITY + THERE IS NO FRESH BROCCOLI 
Know Your Audience 
Search is your 
No. 1 Priority 
Social and PR Elevate 
Search 
Without Content You 
Don't Exist 
Measure For The 
Future, Not The Past 
There Is No 
Easy Button
Nothing worth having comes easy 
- Theodore Roosevelt 
ELASTICITY + THERE IS NO FRESH BROCCOLI
The dictionary is the only place 
where success comes before work 
- Vince Lombardi 
ELASTICITY + THERE IS NO FRESH BROCCOLI
I promise from now on you’ll remember that 
when you see a head of broccoli. 
ELASTICITY + THERE IS NO FRESH BROCCOLI
Jason Falls 
Contact Info 
Elasticity 
@JasonFalls 
goelastic.com 
Get the slides! 
www.slideshare.net/elasticity 
ELASTICITY + THERE IS NO FRESH BROCCOLI

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There Is No Fresh Broccoli

  • 1. There Is No Fresh Broccoli A No-nonsense Blueprint For Digital Marketing Success Jason Falls | Social Brand Forum | September 25, 2014
  • 2. ELASTICITY + THERE IS NO FRESH BROCCOLI
  • 3. Why do we keep asking the same questions? ELASTICITY + THERE IS NO FRESH BROCCOLI
  • 4. The Six-Point Blueprint to Digital Marketing Success ELASTICITY + THERE IS NO FRESH BROCCOLI
  • 5. KNOW YOUR AUDIENCE ELASTICITY + THERE IS NO FRESH BROCCOLI Know Your Audience Search is your No. 1 Priority Social and PR Elevate Search Without Content You Don't Exist Measure For The Future, Not The Past There Is No Easy Button
  • 6. The Relevance Bulls Eye ELASTICITY + THERE IS NO FRESH BROCCOLI Know Your Audience Search is your No. 1 Priority Social and PR Elevate Search Without Content You Don't Exist Measure For The Future, Not The Past There Is No Easy Button
  • 7. When you know your audience: 1. Clearly understand who your product is for 2. Know their who, what, when, where, why and how 3. Listen to them 4. Know who they listen to 5. Once they buy, serve them like they’re the only one ELASTICITY + THERE IS NO FRESH BROCCOLI Know Your Audience Search is your No. 1 Priority Social and PR Elevate Search Without Content You Don't Exist Measure For The Future, Not The Past There Is No Easy Button
  • 8. SEARCH IS STILL NO. 1 Know Your Audience Search is your No. 1 Priority Social and PR Elevate Search Without Content You Don't Exist Measure For The Future, Not The Past There Is No Easy Button ELASTICITY + THERE IS NO FRESH BROCCOLI
  • 9. Social and PR Converge to Elevate Search Know Your Audience Search is your No. 1 Priority Social and PR Elevate Search Without Content You Don't Exist Measure For The Future, Not The Past There Is No Easy Button ELASTICITY + THERE IS NO FRESH BROCCOLI
  • 10. ELASTICITY + THERE IS NO FRESH BROCCOLI Know Your Audience Search is your No. 1 Priority Social and PR Elevate Search Without Content You Don't Exist Measure For The Future, Not The Past There Is No Easy Button
  • 11. Without Content, You Do Not Exist Know Your Audience Search is your No. 1 Priority Social and PR Elevate Search Without Content You Don't Exist Measure For The Future, Not The Past There Is No Easy Button ELASTICITY + THERE IS NO FRESH BROCCOLI
  • 12. Measure For The Future ELASTICITY + THERE IS NO FRESH BROCCOLI Know Your Audience Search is your No. 1 Priority Social and PR Elevate Search Without Content You Don't Exist Measure For The Future, Not The Past There Is No Easy Button Not the Past
  • 13. Two types of Marketing ELASTICITY + THERE IS NO FRESH BROCCOLI Know Your Audience Search is your No. 1 Priority Social and PR Elevate Search Without Content You Don't Exist Measure For The Future, Not The Past There Is No Easy Button
  • 14. Measurement is an exercise in figuring out where you want to go, not where you have been. TWEET THAT SHIT! (@JasonFalls said it) ELASTICITY + THERE IS NO FRESH BROCCOLI
  • 15. There Is No Easy Button ELASTICITY + THERE IS NO FRESH BROCCOLI Know Your Audience Search is your No. 1 Priority Social and PR Elevate Search Without Content You Don't Exist Measure For The Future, Not The Past There Is No Easy Button
  • 16. Nothing worth having comes easy - Theodore Roosevelt ELASTICITY + THERE IS NO FRESH BROCCOLI
  • 17. The dictionary is the only place where success comes before work - Vince Lombardi ELASTICITY + THERE IS NO FRESH BROCCOLI
  • 18.
  • 19. I promise from now on you’ll remember that when you see a head of broccoli. ELASTICITY + THERE IS NO FRESH BROCCOLI
  • 20. Jason Falls Contact Info Elasticity @JasonFalls goelastic.com Get the slides! www.slideshare.net/elasticity ELASTICITY + THERE IS NO FRESH BROCCOLI