Presentation made by Gail Kent at Local Marketing Expo in Virginia Beach, VA, on Sept. 29, 2010.

1. How to Rock Your Social Media Strategy Like Elvis And Convert Screaming Fans to Loyal Customers!

2. “Wise men say: Fools rush in . . .” Unless you’re Elvis, just showing up on SM is no longer enough:

3. Look at your competition! 350m on Facebook – 50% log in daily 75m Twitter accounts 50m LinkedIn members 4bn images on Flickr 14m articles on Wikipedia 1bn videos on YouTube 126m blogs

4. It is NOT free or cheap because the tools are free or cheap. You’ll need some combination: Training Dedicated staff Graphic artist, web designer or agency PR consultant or agency IT staffing or consultant SM advertising (direct cost) Investment: $25-100K/year

5. “ . . . I can’t help falling in love . . .” DON’T fall in love with the tools.

6. If your strategy is focused on the tools, you don’t have a strategy. Technology changes – remember: Netscape, AOL, MySpace Vacuum vs. clean house? Flying vs. vacation? Remember: “Desktop publishing will make everybody a designer”? Think about the tools last, not first.

7. “A little less conversation, a little more action please . . .” “People tell you all the time that social media is a conversation between brands and customers, and that’s really not true. Social media isn’t a conversation. Social media is where the conversation takes place.” Jay Baer, Social Media Strategist

8. Back to Marketing 101: Define your niche – what is your unique selling proposition? What is your message? Who is your audience? Where do your customers hang out? Go there. LinkedIn vs. MySpace vs. Facebook vs. industry-specific SM

9. “Love me tender, love sweet. Never let me go.” Develop a campaign around a big idea that makes me FEEL something for your brand.

10. Humanize your brand: Study: emotion-based ad campaigns are twice as successful. High-touch messaging balances high-touch media. Make me swoon, laugh, cry, get angry, or even gross me out: Hans Brinker Hotel in Amsterdam: “Improve Your Immune System”

11. Use stories to make connections: “Marketing is no longer about the stuff that you make, but about the stories you tell.” Seth Godin

12. Tell “Brand stories” that communicate your essence: Bill Marriot blogs about parents starting business. Employee stories Tony Hsieh, CEO of Zappos, tweets about employees, customer service. Customer stories Testimonials or how product/service changed their lives Make news PimpThisBum.com

13. “Let’s rock. Everybody let’s rock!” There IS no “social media strategy” – it’s all marketing strategy.

14. Integrate your campaign: One campaign, one message, multiple media (on and offline should be coordinated). Develop a “hub” – blog, web site, Facebook Fan Page. SM messaging radiates from the hub. Listen, respond, engage. If your product is good, your customers will help. If not, fix it first. Make your SM interactive: Questions, games, contests, free downloads.

15. “Hunka, hunka burning love!” “Social Media is about the people! Not about your business. Provide for the people and the people will provide for you.” – Matt Goulart

16. Please visit us at our booth!