Social Media Workshop - Coaches

Coach Propulsion Program
Social Media Intensive Workshop April 2010

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social media | digital | website design

Social Media
- Why?
- What?
- How?

Social: - Interaction, Conversation, Connection, Relationships.
Media: - Tools you use to connect. Video, Pictures, Text, Audio.

Examples of popular SM platforms - Twitter, Facebook, Linkedin,
Blog (wordpress), Flickr, Youtube, Foursquare.
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Stats - April 22nd 2010
1. 70% of Australian companies are active on social media sites
2. More than a quarter have Facebook presence
3. More than half of the organisations had switched money away
from traditional media to fund social media
4. Most of this money (47%) was shifted away from print media
5. About 30 %of businesses had not measured the effectiveness of
their on-line marketing

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Word of mouth - networking - trust

This is a way we have always done business
however now it’’s quicker and on a larger scale. thinktank media

How does it work
- Word of mouth that start on social networks
- It’’s not who you know anymore……it’’s who knows you!
- Connections
- Relationships
- Sharing
- Trust

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Mates are now the hottest
marketing channel
- We don’’t care about your ad. We care about what our mates think!
- Facebook, Twitter, Foursquare, conversation, opinions,sharing.

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Some Benefits of Social Media
- Generate exposure for your business

- New business partnerships
- Generate quality leads

- Reduce overall marketing expenses

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Help you rise in the search engine ranking
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Commonly used social media tools
By a long shot, twitter, facebook, linkedin and blogs were the top four
social media tools used by marketers, with Twitter leading the pack
by only a hair. All of the other social media tools paled in comparison
to these top four.

It should be noted that in 2009, facebook was in fourth place at 77%
and blogs were in second place at 79%. It would appear that blogs,
while still popular, are used less and Facebook in clearly growing.

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Social Media Qualities
- Authentic
- Trustworthy
- Shares quality information
- Engaging
- Build relationships
- Shows to remember
- Cares
- Enthusiastic with substance
Who do you know that matches many of these qualities?
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Creative is also a social media quality

Social Media Etiquette
- The purpose of these sites is to network, not to promote in a
one-way fashion. Participating in these social networks needs to

promotion of yourself and your services.
- Be Balanced in your messages

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““A brand isn’’t a brand to you until it
develops an emotional connection
with you.””

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Personal branding
You are a brand, a mixture of interactions and feelings! When
people see, hear and experience you they are experiencing a
brand of you too! Just like Roger Federer is a brand……you are too!

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Gary Vaynerchuk
A good example of someone who uses personal
branding to get attention for his business thinktank media

Personal Branding - 8 steps
- Be everywhere - social networks
- Be social - honest, authentic, REAL
- Be yourself
- Be a giver as well as a taker. Care!
- Be searchable - Google
- Niche yourself
- Own your own domain, www.sammutimer.com

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Be different - stand out from the rest
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Capture the moment

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Match em up! PB Game
- Match each personal brand with the most likely brand they would
choose.

- Queen, Paris Hilton, David Beckham, Kevin Rudd

- BMW, Ferrari, Porsche, Mercedes, Audi, Rolls Royce

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Who are you?
- What does your personal brand stand for?
- What does it give your clients?
- How are you different from your competitors?
- Why should someone come to you?

- Describe yourself in 3 words.

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A welcome video - let’’s film!
Name, Business name and what need you fill
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What are people saying about
you/your service?

Search tools:
Twitter - www.search.twitter.com

Social Mention - www.socialmention.com
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How to use Google Alerts

- Identify what you’’re searching for –– ““sam mutimer + thinktank media””
- Use the (+) to link things

- Use (““ )to search””

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Great place to start!
- Set up google alerts for:
- Your name, nickname and your blog’’s name ““sam mutimer””

- Track incoming links to your site - link: www.yourdomain.com
- Set up an alert that focuses on the keywords you want to rank for,
see who’’s your competition. always use ( ““) ““social media speaking
events””

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Social Mention is a social media search and analysis platform that
aggregates user generated content from across the universe into a
single stream of information. thinktank media

Why Twitter?
- Marketing and Communication. - Word of mouth
Joint Ventures, Partnerships
- Ideas, creativity
worked the platform well. - Instant Google helper ;;-)
- Great place to connect-build up - Breaking news
- Story telling
- Exposure, Interaction,
Connection,Relationships
- Business networking
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What is Twitter
- Micro blogging
- 140 characters or less
- Real time conversation
- Networking hub
- Word of mouth on speed!
- Sharing and discovery site

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A visual guide to tedia
thinktank mwitter

4 ways to Communicate on witter
T
- Tweet, sharing an update with your followers

choose to. @sammutimer
- RT, Retweet –– sharing another persons tweet with your follow base.
Can go viral.

to their tweet mail and email inbox

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Tweets per day rising every year

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Twitter - The How to
- Set up an account - www.twitter.com
- Bio, How to write a catchy bio
- Picture, What picture to use
- Personality, Be yourself
- Branding

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Twitter Applications,
For a more effective use of twitter.

- Tweetdeck, download application to computer iphone smartphone

- Groups, Lists, Stats, Search
- Cross posting, be careful not to cross post all the time.

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There are multiple ways to search
for people on twitter
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Finding people on twitter
the following criteria:

- Have tweeted about your industry or cause

- Are regional to you
- Have mentioned your interest in their bio
- Your workshop leader @sammutimer @nataliegiddings and myself
@jaymcc
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- Your competition
- Generally I would recommend not following friends and family on
your work account, create a second account for your personal life
making it easy to ““stay on message”” with twitter

By Jay MacCormack, @jaymcc

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Search tools
- Twitter search, www.search.twitter.com
- Tweet ups list (local), eg. @tweetupmellers

to follow

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Bit.ly
- URL shortener used on twitter due to limitation on characters.
- Records stats, How many people clicked the link, where were they
from, what day did they click it, conversation on twitter using that link,
referrers of that link.
- www.bit.ly, you can synch this up with tweetdeck

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What is a Blog?
- An online journal, your business personality
- A website
- Home base - connects the social networking sites and your website
together.
- A place to create quality content that your target market will enjoy
and hopefully share
- A place to engage and build up trust
- A place to share and connect
- Niches works best
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Blogging platforms
- Wordpress - www.wordpress.com
- Blogger - www.blogger.com
- Smaller blogging sites (great for quick posts)
- Larger than a status update, shorter than a blog post –– check these
two out!
- Posterous - www.posterous.com
- Tumblr - www.tumblr.com

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Wordpress is one of the biggest blogging platform at the moment.

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Write your blog bio
- Firstly consider why you are blogging, what are your goals?
- What will your readers expect to gain from this blog?
- Who are you?
- How can they get the best from you?

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How to blog
- Tell stories
- Give away your knowledge (yet not all of it) ;;-)
- Lists and ““how to’’s”” are great grabbers
- Debate a popular member of your community, or take the opposing
- point of view on a current topic.

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Interview people in your industry/clients
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Write great headlines
- Follow through on the promise of your headline
- Tell your audience what’’s in it for them
- Link with other blogs to share your view
- Include quality images
- Leave last sentence with an opening question
- Add video when necessary

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Identify Goals - Step 1
- What is the purpose of your blog?
- What will it focus on?
- How many posts will you commit to a week?
- Who do you want to attract?
- Do you want to build a list?
- Do you want advertising space on your blog?
- Will you softly sell your products from this space?
- Will it be used as lead generation?

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Build posts based on listening - what is
Listen - Step 2 trending/what is community talking about?
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What is the #1 reason people buy?

TRUST
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Prepare - Step 3

- Notice what is getting attention

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Know your audience - key to what you prepare.

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Search the trends
- Bullet point a list to search and begin by researching if any top
bloggers are talking about this.
- Great places to search –– technorati, del.icio.us, Google Blogsearch,
social mention.

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Build a community - Step 4
blogs where target market hang out. see

- Be transparent, authentic, REAL!
- Be niched
- Have an opt in on your blog

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Contribute –– Quality information
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Compose your first blog post
- Refresh yourself and look back at your goals

- What will your target market want to read? How do you know this?

- Incorporate video
- Catchy heading
- End with an open question

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Facebook
- Over 400 million users

- Treat this space like your website……it’’s probably more powerful.

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Facebook was australia’’s best visited
social media website of 2009
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Set up a fanpage
Create a vanity URL - must have 25 fans/likes

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Y ube
ouT
- 2nd biggest search engine in the world
- Video testimonials
- Interviews
- Speaking gigs
- How to’’s
- Video blogging
- Write down 2 things you will do to incorporate video into your
business.
- Explaining competition details
- Brand yourself thinktank mebsite design
social media | digital | w
edia

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Small business case study
- Caroline Serviced Apartments, 3 months

- Increase in facebook fans 242
- Increase in twitter followers 345
- Sales from twitter 5
- Sales from facebook 3
- Increase in blog subscribers 43
- Bloggers writing about this –– 13
- Exposure
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Campaign ideas

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Social Media Strategy
- What is a Strategy? An Action Plan
- Roadmap from A to B

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Why have a strategy?
- Lessen Impact
- Mixed Messages
- Procrastination
- Time Suck
- Compromise return on investment (ROI)
- Social media marketing is a key driver in brand awareness, sales &
lead generation but you must.
- Have a strategy

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Make sure you have a strategy

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Indentify a Social Media Plan
- Objective
- Your unique value proposition
- Target Audience
- Action Plan
- Measure & Monitor

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Objective, Business Goals
- Before you get started, think about your business goals. Common
ones are:
- Brand Awareness?
- Sales?
- Engagement?
- Connect with current & potential customers?
- Create a community around your business?
- Promote other content you create (e.g. Webinars, blog articles, etc)?

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Position yourself as an expert
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What is your unique value
proposition?
- The thing that makes you unique. Just simply copying what your
competitors is doing leads to nowhere.

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Target Audience: Average age, gender, demographic, lifestyle etc
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A few observations:
- The average social network user is 37 years old.
- LinkedIn, with its business focus, has a predictably high average
user age;; 44.
- The average Twitter user is 39 years old.

- The average MySpace user is 31 years old.
- Bebo has by far the youngest users, as witnessed earlier, with an

Source: Google Ad Planner US data sited March 2010
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The Nitty Gritty - Action Plan

- What are the everyday, every week & every month activities you
need to do to reach these goals?

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Make sure you have an action plan

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Sample Action Plan
- Per Month
- Meet Two New People on Twitter In my Target Marketing (15 Mins
Per Day, Max)
- Listen, Set Up Google Alerts
- Update Facebook FanPage –– Every 3-5 Days with best article,
latest blog post, question to audience
- Run a campaign to encourage newsletter sign ups or new friends
on Facebook with a Giveaway
- 4 Blog Posts Per Month
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- 1 Podcasts, Free Download, Own Radio Channel
- 1 Video Testimonial –– You Tube –– Third Party Advocates Rock!
- 1 The ““How-To”” Article or List

- Present a Theory or Argument

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Every other month
- Create a Resource like a free report, whitepaper or e-course
White Paper

- Organise an Event
- Be Consistent!

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Measure & Analysis
- Metrics to try:

- Engagement: RT, Comments, Likes, interactions, comments, etc.
- Sales Enquires:

- Top Refers-Which sites are they coming from

spend.

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Don’’t forget to monitor

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Where from here?
- If you are keen to adopt a social media presence for your business
then possible next steps:
- Outline a basic strategy
- Set up a blog
- Utilise video platforms
- Twitter, Facebook, Linkedin, Most popular
- Flickr, all photos

- Benchmark, monitor and measure success
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Connect with us!

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