This document discusses how businesses can leverage social media. It covers the major social networks like Facebook, Twitter and LinkedIn and how they can be used. It also discusses trends like location-based services and sharing content. Additionally, it addresses concerns about the growing chaos of social media and provides a formula for calculating profits from social media marketing efforts.

1. Successful Social:
Leverage Social Media
for Your Business
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2. Caveats
• We can’t cover ALL the social networks
• We can’t cover ALL the social media tools
• We can’t cover ALL the social tactics
• We can’t cover ALL the social strategies
• We WILL focus on social media MARKETING
• We can CUT through ALL the CLUTTER
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3. It’s clear social media
has arrived!
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4. This Has Me Worried
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5. We’ll talk about why
in a moment
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6. Social Tools For Business
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7. The Big Three
• Facebook
Universal - Almost everyone is on Facebook
• Twitter
Niche focused, early adopters
• LinkedIn
Mostly business people, good for B2B
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8. The Big Three
• Facebook
Universal - Almost everyone is on Facebook
• Twitter
Niche focused, early adopters
• LinkedIn
Mostly business people, good for B2B
• Google+
Emerging, still in early adopter phase
@tylergarns

9. Other Great Networks
• Foursquare
Early adopter crowd, great for local businesses
• Flickr
Photo sharing, creative people
• Instagram
Creative people, can post to Facebook, Twitter,
Flickr, Foursquare
• YouTube
Video is great for communication
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10. Don’t do anything
without first finding
out how your target
market uses social!
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11. 5 Social Trends to Leverage
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12. Location Based Services
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13. Location Based Services
• Urbanspoon - Dining, Entertainment
• Google Places - Local Business Listings
• Foursquare - Local check-in
• Gowalla - Alternative to Foursquare
• Groupon - Local deals
• Yelp - Local reviews (mobile yellow pages)
• Facebook Places - See who’s nearby
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14. Buyers Are In Control
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15. Buyers Are In Control
• Buyers seek knowledge and empowerment to
make a buying decision
• You have an opportunity to be the expert, use:
• Google+
• Facebook
• Twitter
• LinkedIn
• Industry specific networks
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16. Sharing Is Mainstream
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17. Sharing Is Mainstream
• Make your content shareable
• Google +1
• Facebook Like
• Tweet
• Delicious & StumbleUpon bookmarks
• LinkedIn sharing
• Enable visitors with tools like: ShareThis,
AddThis, etc.
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18. Customers Seek Help
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19. Customers Seek Help
• Be responsive to customers
• Don’t ignore bad comments, reviews
• Don’t berate rude customers
• Be humble
• Hold your ground
• Provide solutions
• If you’ve been a good community member, the
community will back you
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20. Social is Measurable
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21. Social Is Measurable
• Wrong metrics:
Followers, Friends, ReTweets, Shares, etc
• Right metrics:
Visits
Leads
Conversion Rate
Revenue
Return on Investment
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22. Additional Tools
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23. Additional Tools
• CoTweet - Team collaboration
• Tweetdeck - Twitter, Facebook, LinkedIn,
Foursquare, MySpace
• HootSuite - Dashboard to monitor, manage &
measure
• Sysomos - Business intelligence for social
media
• Radian6 - Enterprise SM Monitoring &
Engagement
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24. Why I’m Worried
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25. The Chaos is Growing
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26. People Are Wasting Time
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27. People Are Confused
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28. What influences site visits?
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29. Email is still the “inner sanctum”
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30. The majority would rather not
be pitched in social media
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31. Let’s Put This Into
PRACTICE
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32. The Social Media Money Formula
• (R - Cg) * (F * Cr * Or * Pr) – (h * T) = Profit
R = Revenue per sale
Cg = Cost of goods sold
F = Number of Friends/Followers (SM reach)
Cr = Click rate on SM links (% of followers that
click)
Or = Opt-in rate (% of clicks that opt-in)
Pr = Purchase rate (% of optins that buy)
h = Hourly rate for your SM efforts
T = Amount of time you spend on social media
@tylergarns

33. Social Media Money Formula
• Create compelling or interesting content
• The content must lead them to an opt-in for more
valuable content
• Share the content via social sites
• Capture leads
• Follow Up
• Sell them
+
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34. Social Media is a
TRAFFIC SOURCE
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35. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
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36. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
@tylergarns

37. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
@tylergarns

38. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
@tylergarns

39. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
• Black Hole #3: Lost
Customers
- 68% - Indifference
@tylergarns

40. The 3 Black Holes
• Black Hole #1: Lost
Traffic
- How many people
came & left?
• Black Hole #2: Lost
Leads
- How many leads
didn’t buy right away?
• Black Hole #3: Lost
Customers
- 68% - Indifference
@tylergarns

41. The Perfect Customer Lifecycle
• Think of ONE customer
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42. The Perfect Customer Lifecycle Applied
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43. What would it take?
• Website
• Email Marketing System
• Contact Management System
• Email Autoresponder
• Opportunity Management
• Payment Processor - Invoicing System
• Collections
• Referral Tracking
@tylergarns

44. What would it take?
• Website
CHAOS
• Email Marketing System
• Contact Management System
• Email Autoresponder
• Opportunity Management
• Payment Processor - Invoicing System
• Collections
• Referral Tracking
@tylergarns

45. All-In-One Web-Based
Marketing & Sales
Automation Solution
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46. Questions?
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