3. Our Discussion
What is Why Invest Reaching Introducing ROI
Social in Out: Other and Q&A
Media Social Establish Social Strategies
Marketing? Media? a Blog Media
www.yourcontentsolutions.com (972) 987-0567
4. What is Social Media Marketing?
What is Why Invest Reaching Introducing ROI
Social in Out: Other and Q&A
Media Social Establish Social Strategies
Marketing? Media? a Blog Media
www.yourcontentsolutions.com (972) 987-0567
5. The Rules Have Changed!
• Marketing means advertising
• Advertising appeals to masses
• Interruption
• One-way
• Selling
• Campaigns with limited shelf-life
• Creative
• Advertisers go for awards, not
results
• Advertising & PR were separate
disciplines
www.yourcontentsolutions.com (972) 987-0567
6. The Rules Have Changed!
• Marketing means advertising
X
• Advertising appeals to masses
• Interruption
• One-way
• Selling
• Campaigns with limited shelf-life
• Creative
• Advertisers go for awards, not
results
• Advertising & PR were separate
disciplines
www.yourcontentsolutions.com (972) 987-0567
7. The Rules Have Changed!
• Marketing more than advertising
• PR extends beyond mainstream
• You are what you publish
• Authentic, not spin
• Participation, not propaganda
• Deliver content when it’s needed
• Reaches the underserved
audience
• Not about notoriety, about buyers
seeing your company
www.yourcontentsolutions.com (972) 987-0567
8. Why Traditional Marketing Fails
• Expensive
• Little guys can’t compete
• “Interruption marketing”
is tiresome
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10. “Word-of-Mouth or Community Based
Marketing that leverages Technology as a
Platform for Conversations.”
~Erica O’Grady
www.yourcontentsolutions.com (972) 987-0567
11. Why Be Present for Online Users?
...91% say consumer
reviews are the #1
aid to buying
decisions
-JC Williams Group
Source: Market Tools, August/September 2009 Insight Report
www.yourcontentsolutions.com (972) 987-0567
12. Why Be Present for Online Users?
...87% trust a friend’s
recommendation
over critic reviews
-Marketing Sherpa
Source: Market Tools, August/September 2009 Insight Report
www.yourcontentsolutions.com (972) 987-0567
13. Why Be Present for Online Users?
...3 times more likely
to trust peer opinions
over advertising for
purchasing decisions
-Jupiter Research
Source: Market Tools, August/September 2009 Insight Report
www.yourcontentsolutions.com (972) 987-0567
14. Why Be Present for Online Users?
...1 word-of-mouth
conversation has
impact of
200 TV ads
-Buzz Agent
Source: Market Tools, August/September 2009 Insight Report
www.yourcontentsolutions.com (972) 987-0567
15. Reach an Unreachable Audience
Sense of Community
Personal Bond
Stories that share who you are
Allow them to share opinions
Helpful tips (no strings attached)
www.yourcontentsolutions.com (972) 987-0567
16. What is Social Media?
Paid
Internet
Advertising
PPC - Search
Marketing
Mobile
Advertising
Sponsorships
Paid Applications
www.yourcontentsolutions.com (972) 987-0567
17. What is Social Media?
Paid
Internet
Advertising
PPC - Search
Marketing
Mobile
Advertising
Sponsorships
Paid Applications
www.yourcontentsolutions.com (972) 987-0567
18. What is Social Media?
Paid Earned
Internet Social Media
Advertising (Pages & Feeds)
PPC - Search
Word of Mouth
Marketing
Mobile
User Forums
Advertising
News, PR,
Sponsorships
Announcements
Blogger
Paid Applications
Relationships
www.yourcontentsolutions.com (972) 987-0567
19. What is Social Media?
Paid Earned Owned
Internet Social Media Brand & Product
Advertising (Pages & Feeds) Websites
PPC - Search Mobile Brand &
Word of Mouth
Marketing Product Websites
Mobile Proprietary
User Forums
Advertising Mobile Apps
News, PR, Customer Care
Sponsorships
Announcements Services
Blogger Proprietary Blogs
Paid Applications
Relationships & Digital Content
www.yourcontentsolutions.com (972) 987-0567
20. Facebook Pages is like being a Rock
Star
Linked LinkedIn is like a Trade Show
www.yourcontentsolutions.com (972) 987-0567
21. Facebook is like a Class Reunion
(with a few party crashers)
Facebook Pages is like being a Rock
Star
Linked LinkedIn is like a Trade Show
www.yourcontentsolutions.com (972) 987-0567
22. Facebook is like a Class Reunion
(with a few party crashers)
Facebook Pages is like being a Rock
Star
Linked LinkedIn is like a Trade Show
Twitter is like a Cocktail Party
www.yourcontentsolutions.com (972) 987-0567
23. Facebook is like a Class Reunion
(with a few party crashers)
Facebook Pages is like being a Rock
Star
Linked LinkedIn is like a Trade Show
Twitter is like a Cocktail Party
YouTube is like Times Square on
New Year’s Eve
www.yourcontentsolutions.com (972) 987-0567
24. Why Invest in Social Media?
What is Why Invest Reaching Introducing ROI
Social in Out: Other and Q&A
Media Social Establish Social Strategies
Marketing? Media? a Blog Media
www.yourcontentsolutions.com (972) 987-0567
25. Why Should I Care?
• 29% of Americans are on Twitter
• 44% of Americans have Facebook
accounts
• Search Engine Optimization (SEO)
• Expand your referral sources
• Become the “perceived expert” in
your field
• Re-brand yourself or your business
• The Yellow Pages are dead
• You are already behind the curve
www.yourcontentsolutions.com (972) 987-0567
26. Why Should I Care?
www.yourcontentsolutions.com (972) 987-0567
27. Investing in an online presence will...
www.yourcontentsolutions.com (972) 987-0567
28. Investing in an online presence will...
1
Generate exposure for your business.
• 65% of entrepreneurs, executives, and career
professionals experience increased exposure
through social media marketing efforts
www.yourcontentsolutions.com (972) 987-0567
29. Investing in an online presence will...
1
Generate exposure for your business.
• 65% of entrepreneurs, executives, and career
professionals experience increased exposure
through social media marketing efforts
2 Increase traffic.
• 80% of entrepreneurs, executives, and career
professionals reported an increase in traffic to
their websites
• 67% increased e-mail/newsletter lists through
social marketing
www.yourcontentsolutions.com (972) 987-0567
30. Investing in an online presence will...
www.yourcontentsolutions.com (972) 987-0567
31. Investing in an online presence will...
3 Build new business partnerships.
• 62% of entrepreneurs, executives, and career
professionals who participated in social media
marketing for only a few months closed new
business and established new partnerships.
www.yourcontentsolutions.com (972) 987-0567
32. Investing in an online presence will...
3 Build new business partnerships.
• 62% of entrepreneurs, executives, and career
professionals who participated in social media
marketing for only a few months closed new
business and established new partnerships.
4 Bring in new qualified leads.
• Over 50% of entrepreneurs, executives, and
career professionals generated qualified
leads after only a few months of
participation in social media marketing.
www.yourcontentsolutions.com (972) 987-0567
33. Why?
• Currently, more people use Facebook more often
and for longer periods of time than Google.
• YouTube is the second most popular search engine
behind Google.
• Twitter and Facebook have become an integral part
to advertising and growing brand recognition for
many Fortune 500 companies.
www.yourcontentsolutions.com (972) 987-0567
34. Power of Social Networking
N
ov 200
em 9
01
be
20
r
2002
Fall
9
200
www.yourcontentsolutions.com (972) 987-0567
35. Power of Social Networking
N
ov 200
em 9
01
be
20
r
2002
Fall
9
200
2003
www.yourcontentsolutions.com (972) 987-0567
36. Reaching Current & Potential Clients:
Establish a Blog
What is Why Invest Reaching Introducing
ROI
Social in Out: Other
and Q&A
Media Social Establish Social
Strategies
Marketing? Media? a Blog Media
www.yourcontentsolutions.com (972) 987-0567
37. Ready to get started?
www.yourcontentsolutions.com (972) 987-0567
38. What a Blog IS -
• Content
• Syndication
• Conversation
www.yourcontentsolutions.com (972) 987-0567
39. What a Blog is NOT-
• A newspaper
• Boilerplate
Marketing Materials
• Just about YOU,
YOU, YOU!
www.yourcontentsolutions.com (972) 987-0567
41. Tools You’ll Need
• Ideas for a username
www.yourcontentsolutions.com (972) 987-0567
42. Tools You’ll Need
• Ideas for a username
• An email address
www.yourcontentsolutions.com (972) 987-0567
43. Tools You’ll Need
• Ideas for a username
• An email address
• Your zip code
www.yourcontentsolutions.com (972) 987-0567
44. Tools You’ll Need
• Ideas for a username
• An email address
• Your zip code
• Your street address
www.yourcontentsolutions.com (972) 987-0567
45. Tools You’ll Need
• Ideas for a username
• An email address
• Your zip code
• Your street address
• A memorable password
www.yourcontentsolutions.com (972) 987-0567
46. Tools You’ll Need
• Ideas for a username
• An email address
• Your zip code
• Your street address
• A memorable password
• A web-friendly logo
www.yourcontentsolutions.com (972) 987-0567
47. Tools You’ll Need
• Ideas for a username
• An email address
• Your zip code
• Your street address
• A memorable password
• A web-friendly logo
• Permission from your decision
makers
www.yourcontentsolutions.com (972) 987-0567
48. Now is the Time!
www.yourcontentsolutions.com (972) 987-0567
49. Now is the Time!
www.yourcontentsolutions.com (972) 987-0567
68. Creating
Great Content
www.yourcontentsolutions.com (972) 987-0567
69. Creating
Great Content
Make it
Targeted Provide
Fulfills a Interesting
at Your Great Share
Need and
Audience Links
Valuable
www.yourcontentsolutions.com (972) 987-0567
71. Creating
How it affects
Great Content you
How it affects
How it affects
your
your industry
competitors
Breaking
News
Similar Thoughts on
stories from this breaking
the past news
www.yourcontentsolutions.com (972) 987-0567
72. Creating
Great Content
How breaking
news affects
you
Changes
to business
www.yourcontentsolutions.com (972) 987-0567
73. Creating
Great Content
New precedent
How breaking
news affects
you Good or bad
Effects on
compe6tors
Changes
to business
New business laws
www.yourcontentsolutions.com (972) 987-0567
74. Elements of
Great Content
www.yourcontentsolutions.com (972) 987-0567
75. Elements of
Great Content
• Scannable
www.yourcontentsolutions.com (972) 987-0567
76. Elements of
Great Content
• Scannable
• Succinct
www.yourcontentsolutions.com (972) 987-0567
77. Elements of
Great Content
• Scannable
• Succinct
• Neat
www.yourcontentsolutions.com (972) 987-0567
78. Elements of
Great Content
• Scannable
• Succinct
• Neat
• Comprehensive
www.yourcontentsolutions.com (972) 987-0567
79. Elements of
Great Content
• Scannable
• Succinct
• Neat
• Comprehensive
• Persuasive
www.yourcontentsolutions.com (972) 987-0567
80. Elements of
Great Content
• Scannable
• Succinct
• Neat
• Comprehensive
• Persuasive
• Breaks Down Complicated Ideas
www.yourcontentsolutions.com (972) 987-0567
81. Introducing Other Social Media
What is Why Invest Reaching Introducing
ROI
Social in Out: Other
and Q&A
Media Social Establish Social
Strategies
Marketing? Media? a Blog Media
www.yourcontentsolutions.com (972) 987-0567
98. Pieces of Content
Created Per Month
X 30,000,000,000 +
www.yourcontentsolutions.com (972) 987-0567
99. 48%
Small to Medium Businesses with
Active Facebook Pages
www.yourcontentsolutions.com (972) 987-0567
100. Creating more than
6,000,000,000
Page Likes!
www.yourcontentsolutions.com (972) 987-0567
101. Linked
LinkedIn has over
Join 101,000,000
101,000,000
members world wide
www.yourcontentsolutions.com (972) 987-0567
102. Linked
Companies that have between
1-1000 and >10000 employees
make up over
60% of the companies
on LinkedIn
www.yourcontentsolutions.com (972) 987-0567
103. Linked
LinkedIn is used by
69 of the
FORTUNE
100
COMPANIES
www.yourcontentsolutions.com (972) 987-0567
104. Linked
On average, LinkedIn
receives more than
6,000,000
hits a day,
60% of those coming from
people at home
www.yourcontentsolutions.com (972) 987-0567
105. March 2011:
9,700,000 +
active users
www.yourcontentsolutions.com (972) 987-0567
106. Span:
Localized in 23
countries covering 24
languages
www.yourcontentsolutions.com (972) 987-0567
107. Most Searched:
Google #1,
YouTube #2
www.yourcontentsolutions.com (972) 987-0567
108. Those statistics are great!
But how can they apply to me?
facebook
www.yourcontentsolutions.com (972) 987-0567
109. What YOU Can Do With 140 characters?
www.yourcontentsolutions.com (972) 987-0567
110. What YOU Can Do With 140 characters?
• Share timely information
• Spread useful links
• Personify your brand
• Build credibility and influence
• Follow competitors
• Promote contests
www.yourcontentsolutions.com (972) 987-0567
111. What YOU Can Do With Facebook,
YouTube and LinkedIn
www.yourcontentsolutions.com (972) 987-0567
112. What YOU Can Do With Facebook,
YouTube and LinkedIn
• Create online profiles
• Share photos, videos, and audio links
• Send private message and instant message
• Learn more about people and organizations
• Join groups and gain fans
www.yourcontentsolutions.com (972) 987-0567
113. Social Media Dos
www.yourcontentsolutions.com
www.yourcontentsolutions.com (972) 987-0567
phone: (940) 3849407
114. Social Media Dos
• Sound like someone who just
happens to work at your
company
www.yourcontentsolutions.com
www.yourcontentsolutions.com (972) 987-0567
phone: (940) 3849407
115. Social Media Dos
• Sound like someone who just
happens to work at your
company
• Put a friendly face on your
product
www.yourcontentsolutions.com
www.yourcontentsolutions.com (972) 987-0567
phone: (940) 3849407
116. Social Media Dos
• Sound like someone who just
happens to work at your
company
• Put a friendly face on your
product
• Answer and pose questions
www.yourcontentsolutions.com
www.yourcontentsolutions.com (972) 987-0567
phone: (940) 3849407
117. Social Media Dos
• Sound like someone who just
happens to work at your
company
• Put a friendly face on your
product
• Answer and pose questions
• Announce sales, deals, news
and updates, and build buzz for
big releases or events
www.yourcontentsolutions.com
www.yourcontentsolutions.com (972) 987-0567
phone: (940) 3849407
119. Social Media Dos
• Create a page to promote your
brand
www.yourcontentsolutions.com (972) 987-0567
120. Social Media Dos
• Create a page to promote your
brand
• Point your friends to your
company blog or
contest
www.yourcontentsolutions.com (972) 987-0567
121. Social Media Dos
• Create a page to promote your
brand
• Point your friends to your
company blog or
contest
• Encourage a discussion and
participate frequently
www.yourcontentsolutions.com (972) 987-0567
122. Social Media Dos
• Create a page to promote your
brand
• Point your friends to your
company blog or
contest
• Encourage a discussion and
participate frequently
• Explore targeted advertising
opportunities
www.yourcontentsolutions.com (972) 987-0567
124. Social Media Don’ts
• Sound like a press
release
www.yourcontentsolutions.com (972) 987-0567
125. Social Media Don’ts
• Sound like a press
release
• Spam with constant links
to your company
website, either in tweets
or private messages
www.yourcontentsolutions.com (972) 987-0567
126. Social Media Don’ts
• Sound like a press
release
• Spam with constant links
to your company
website, either in tweets
or private messages
• Create a page and fail to
maintain it
www.yourcontentsolutions.com (972) 987-0567
128. Social Media Don’ts
• Try a hard sell approach
www.yourcontentsolutions.com (972) 987-0567
129. Social Media Don’ts
• Try a hard sell approach
• Censor comments
www.yourcontentsolutions.com (972) 987-0567
130. Social Media Don’ts
• Try a hard sell approach
• Censor comments
• Spam your fans/friends
with frequent private
messages—you’ll drive
them away.
www.yourcontentsolutions.com (972) 987-0567
131. Feel Like You’re Being Stalked?
Stalking is a good thing!
www.yourcontentsolutions.com (972) 987-0567
132. Feel Like You’re Being Stalked?
You DON’T sell
your business or
yourself through
social networking
Stalking is a good thing!
www.yourcontentsolutions.com (972) 987-0567
133. Feel Like You’re Being Stalked?
You DON’T sell
your business or
yourself through
social networking
You DO create
relationships that
are ultimately
beneficial
Stalking is a good thing!
www.yourcontentsolutions.com (972) 987-0567
134. Return of Investment and Strategies
What is Why Invest Reaching Introducing
ROI
Social in Out: Other
and Q&A
Media Social Establish Social
Strategies
Marketing? Media? a Blog Media
www.yourcontentsolutions.com (972) 987-0567
135. Biggest Fears
• Losing control
• Time/ROI
• Leaking secrets
• Making sense of it all
• Branding
www.yourcontentsolutions.com (972) 987-0567
136. Losing Control
• Signing up for EVERY social media site
• Being inconsistent
• Focusing too much on BUZZ
• Focusing too much on the
“virtual” world
• Bankrupting your social capital
www.yourcontentsolutions.com (972) 987-0567
139. Be Consistent
• Find your message
and stick to it
www.yourcontentsolutions.com (972) 987-0567
140. Be Consistent
• Find your message
and stick to it
• Focus your efforts
on keywords, key
target
www.yourcontentsolutions.com (972) 987-0567
141. Be Consistent
• Find your message
and stick to it
• Focus your efforts
on keywords, key
target
• Have a look and feel
your customers
recognize
www.yourcontentsolutions.com (972) 987-0567
144. Don’t Be Overwhelmed
• Set reasonable goals
www.yourcontentsolutions.com (972) 987-0567
145. Don’t Be Overwhelmed
• Set reasonable goals
• Schedule a time to socialize
www.yourcontentsolutions.com (972) 987-0567
146. Don’t Be Overwhelmed
• Set reasonable goals
• Schedule a time to socialize
• You can manage your time
www.yourcontentsolutions.com (972) 987-0567
147. Don’t Be Overwhelmed
• Set reasonable goals
• Schedule a time to socialize
• You can manage your time
• Just do it!
www.yourcontentsolutions.com (972) 987-0567
148. Don’t Be Overwhelmed
• Set reasonable goals
• Schedule a time to socialize
• You can manage your time
• Just do it!
• Branding
www.yourcontentsolutions.com (972) 987-0567
156. Nurturing Your Community
• Make PEOPLE important
• Stop focusing on the influencers
www.yourcontentsolutions.com (972) 987-0567
157. Nurturing Your Community
• Make PEOPLE important
• Stop focusing on the influencers
• Treat everyone like a VIP
www.yourcontentsolutions.com (972) 987-0567
158. Nurturing Your Community
• Make PEOPLE important
• Stop focusing on the influencers
• Treat everyone like a VIP
• Stand out from those around you
www.yourcontentsolutions.com (972) 987-0567
160. Nurturing Your Community
• Show a genuine interest in your
community members
www.yourcontentsolutions.com (972) 987-0567
161. Nurturing Your Community
• Show a genuine interest in your
community members
• Promote and support the
things your community cares about,
too!
www.yourcontentsolutions.com (972) 987-0567
172. Guidelines
• Get over yourself
www.yourcontentsolutions.com (972) 987-0567
173. Guidelines
• Get over yourself
• Don’t think you’re going
to solve every problem
www.yourcontentsolutions.com (972) 987-0567
174. Guidelines
• Get over yourself
• Don’t think you’re going
to solve every problem
• Integrate social media
into your current
marketing mix
www.yourcontentsolutions.com (972) 987-0567
175. Guidelines
• Get over yourself
• Don’t think you’re going
to solve every problem
• Integrate social media
into your current
marketing mix
• Relax, be the brand (aka
your friendly self)
www.yourcontentsolutions.com (972) 987-0567
178. Guidelines (continued)
• Be a risk taker, yet be
careful
www.yourcontentsolutions.com (972) 987-0567
179. Guidelines (continued)
• Be a risk taker, yet be
careful
• Add value and be helpful
www.yourcontentsolutions.com (972) 987-0567
180. Guidelines (continued)
• Be a risk taker, yet be
careful
• Add value and be helpful
• Be open be open and
honest
www.yourcontentsolutions.com (972) 987-0567
181. Guidelines (continued)
• Be a risk taker, yet be
careful
• Add value and be helpful
• Be open be open and
honest
• Pay attention to your
community
www.yourcontentsolutions.com (972) 987-0567
182. Pay Attention!
They’ll let you
know when
they’re not
happy!
www.yourcontentsolutions.com (972) 987-0567
188. Recovery
• Respond rapidly
• Acknowledge your mistake
• Think out loud
www.yourcontentsolutions.com (972) 987-0567
189. Recovery
• Respond rapidly
• Acknowledge your mistake
• Think out loud
• Connect with peers
www.yourcontentsolutions.com (972) 987-0567
190. Recovery
• Respond rapidly
• Acknowledge your mistake
• Think out loud
• Connect with peers
• Show you’re human
www.yourcontentsolutions.com (972) 987-0567
191. Recovery
• Respond rapidly
• Acknowledge your mistake
• Think out loud
• Connect with peers
• Show you’re human
• Feature those you serve
www.yourcontentsolutions.com (972) 987-0567
192. Question & Answer Session
What is Why Invest Reaching Introducing
ROI
Social in Out: Other
and Q&A
Media Social Establish Social
Strategies
Marketing? Media? a Blog Media
www.yourcontentsolutions.com (972) 987-0567
193. Creative Cross-Pollination of Content
Engagingly Integrated. User Driven. Strategically Deployed.
Writing Design Web Solutions
www.yourcontentsolutions.com | 972-987-0567
194. Works Consulted
• Coker, Louellen S. Setting Up a WordPress.com Hosted Blog. http://
www.youtube.com/watch?v=-mM3t4B-AJs
• Content Solutions. Content Notes. http://www.yourcontentnotes.com
• Hunt, Tara. The Whuffie Factor: Using the Power of Social Networks to
Build Your Business.
• Lupin, Jonah. 6 Reasons Every Small Business Should Be Blogging... Are You
Missing the Boat? http:/ /blog.hubspot.com/blog/tabid/6307/bid/1676/6-
Reasons-Every-Small-Business-Should-Be-Blogging-Are-You-Missing-the-
Boat.aspx
• Marketing Profs, LLC. Formulate Your Content Strategy in 10 Simple Steps.
http://www.marketingprofs.com/articles/2010/3873/formulate-your-
content-strategy-in-10-simple-steps
• Mirchindani, Roshni. Fortune 100 Giants Making Splashes in Social Media.
http://blog.hubspot.com/blog/tabid/6307/bid/5662/Fortune-100-Giants-
Making-Splashes-in-Social-Media.aspx
www.yourcontentsolutions.com (972) 987-0567
195. Works Consulted
• Mirman, Ellie. Don’t Know What to Blog About? Ask Someone Else. http://
blog.hubspot.com/blog/tabid/6307/bid/4249/Don-t-Know-What-to-Blog-
About-Ask-Someone-Else.aspx
• Morejon, Roy. Facebook Hits Half-a-Billion Users. http://roymorejon.com/
facebook-hits-half-a-billion-users/.
• Morris, Tee. All a Twitter.
• My Free SEO Tips. http:/ /www.myfreeseotips.com/2009/09/twitter-
explodes-in-india.
• Pilkington, Nikki. Why Small Businesses Should Blog More.
• Rowse, Darren. 31 Days to Build a Better Blog.
• Rowse, Darren and Chris Garret. ProBlogger: Secrets for Blogging Your
Way to a Six-Figure Income.
• Sponder, Steve. Content Strategy for Social Media. http:/ /
blog.stevesponder.com/lets-create-awesome-content
• Women Business Owners of Denton County Blog. http/ /
www.wbodc.wordpress.com.
www.yourcontentsolutions.com (972) 987-0567
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Narrow it down - Choose one general topic and think of more specific examples\n
Narrow it down - Choose one general topic and think of more specific examples\n
Narrow it down - Choose one general topic and think of more specific examples\n
Narrow it down - Choose one general topic and think of more specific examples\n
Narrow it down - Choose one general topic and think of more specific examples\n
With a more specific topic - think of what would be important or interesting for your audience to know\n\n
With a more specific topic - think of what would be important or interesting for your audience to know\n\n
With a more specific topic - think of what would be important or interesting for your audience to know\n\n
With a more specific topic - think of what would be important or interesting for your audience to know\n\n
GAP customers outcried when the long standing GAP logo was replaced with a newer design. The company quickly pulled the new logo and replaced it with the old in response to their customers’ complaints.\n