Sure, every business marketer recognizes that (somehow) social media is an essential sales tool. Still, realizing tangible return on investment from Facebook, Twitter, LinkedIn, YouTube and other social communities can be daunting for many. Join 3X Inc. 5000 entrepreneur, Marty Weintraub for a no-holds-barred shredding session to demystify crucial strategic and tactical social media marketing sales conundrums. Attend this session and you’ll learn to: Separate commercial social media reality from myth Leverage blurred lines between organic (free) and paid social media distribution for cost effective lead generation and sales Use social psychographic targeting to flesh out customers, hungry to buy and drive them to your website on a budget Dramatically amplify content marketing programs for SEO (Links, Buzz, Citations, PR) Merge search and social media marketing to build a truly integrated marketing program using remarketing and retargeting

1. Marty Weintraub | @martyweintraub @aimClear
BOOTSTRAPPING SOCIAL
MEDIA SALES, B2B, B2C
REALITY & REVENUE
© 2014 aimClear® All Rights Reserved

2. Marty Weintraub | @martyweintraub

10. TODAY’S FARE
• Social Media Myths Debunked
• #WTF, What Is Social For Anyway?
• Common Barriers To Success
• Make $$ w Social, 8 Attainable Steps
Basic Advanced

11. CLASSIC SOCIAL MYTHS

12. “IF YOU BUILD IT, THEY WILL COME”

13. “SOCIAL IS WORTHLESS FOR B2B”

14. “NOT VIRAL,
NOT COOL”

15. “COMMUNITIES ARE ALWAYS VALUABLE”

17. “TWITTER ONLY WORKS FOR
CELEBRITIES & BIG BRANDS”

18. …WITH THE MOST FOLLOWERS WINS!

20. “BLOGGING IS A WASTE OF TIME”

21. “CAN’T MEASURE SOCIAL””

22. “MY CUSTOMERS ARE NOT ON SOCIAL”

23. “IT TAKES A TON OF CONTENT”

25. “I DON’T HAVE TIME TO MANAGE SOCIAL”

26. “NEGATIVE COMMENTS
WILL EAT MY BUSINESS”

27. “JOIN AS MANY NETWORKS AS POSSIBLE!”

28. “SOCIAL IS ONLY
ABOUT FLUFFY SHIT”

29. “SOCIAL IS NOT POSSIBLE IN MY
REGULATED ENVIRONMENT”

36. “I HAVE TO RESPOND TO
EVERYTHING IMMEDIATELY”

37. “SCHEDULING POSTS, BAD IDEA”

38. “USE INTERNS TO MANAGE SOCIAL”

39. “SOCIAL & DISPLAY ADVERTISING:
VALUELESS”

40. “POST THE SAME CONTENT OFTEN FOR MORE RESULTS”`

41. “PAID SOCIAL WALL AMPLIFICATION
IS A WASTE OF MONEY”

42. MYTHS DEBUNKED!

44. WHAT IS SOCIAL FOR?

45. INTENTIONAL COMMUNITY BUILDING?

46. PISSED OFF CONSUMER,
BAD REVIEW AVOIDANCE PATROL?

48. SALES? YE$

52. CUSTOMER SUPPORT?

53. CROWD SOURCING
PRODUCTS & CONTENT?

54. EVENTS & PROMOTIONS?

55. DISPLAY ADVERTISING?

56. IN-SOCIAL ECOMMERCE & OTHER DIRECT ROI?

57. • Thought Leaders
• High Authority Users
• Vertical Media Roles
INFLUENCER MARKETING?

58. WHAT IS AN “INFLUENCER?”

61. MEDIA INFLUENCERS

62. VERTICAL WORKPLACE BLOGGERS!

63. VERTICAL INTERESTS JOURNALISTS

65. SOCIALLY AMPLIFIED PR DISTRIBUTION?
• Customer Relations
• Media Relations
• Internal Relations
• Investor Relations
• Crises Management
• Community Relations

66. SEO, HIGHER GOOGLE RANKINGS?
• Profiles Rank In Google
• Social Signals Count For SEO
• Google+, s An Entirely Different Animal

68. REPUTATION MANAGEMENT,
IMAGE CONTROL?

69. EMPOWER SALES TEAM NETWORKING?

70. THOUGHT LEADERSHIP MARKETING?

71. Quantifiable Branding Actions?

72. OF COURSE
CONTENT
DISTRIBUTION?

73. BARRIERS TO ENTRY

74. LIMITED RESOURCES

76. MESSY TAO OF PERSONAL VS.
CORPORATE PROFILES

77. @MARTYWEINTRAUB

77

78. NO APPARENT PATHWAY TO REVENUE

79. MISUNDERSTANDING OF SOCIAL
IN THE MARKETING MIX

81. NOT SURE WHAT TO DO FIRST!

82. MAKE MONEY USING $OCIAL
MEDIA IN 8 ATTAINABLE STEPS!
Basic Advanced

83. 1: SEGMENTED LISTENING &
RESPONSE PLAN
Basic Advanced

84. SOCIAL IS A COMMUNICATIONS
CHANNEL FIRST

85. VERTICAL SHARING STOCK
Reputation Vs. Content Monitoring Listening

86. COMPLIMENTARY & NON-COMPETITIVE

87. LISTENING TOOLS
• Google Alerts Free
• HootSuite $
• Mention $$
• Sysomos Heartbeat $$$$
• Radian6 $$$$

88. 2: CHERRY-PICK CHANNELS
Basic Advanced

89. FACEBOOK, LINKEDIN, TWITTER,
GOOGLE+, EVERYONE
• Effect On Google, Street Cred’ & Target Density
• Badass Psychographic Display Traffic Driver

90. CONSUMER AND/OR TRADE-
SPECIFIC BLOGS, FORUMS,
COMMUNITIES

91. 3: DETERMINE AVATAR VOICE
Basic Advanced

92. OWNERSHIP, TRANSPARENCY
& LEGALITIES

93. CHANNELS’ MODELS

96. 4: ACHIEVE CREDIBLE DENSITY
Basic Advanced
Design Research Network

97. BRANDED PROFILES

100. OPTIMIZE PROFILES
• Scour Privacy Settings, Fill Out Fields
• Be Discoverable
• Link To Profiles From Websites

102. NETWORK JUST ENOUGH

103. RESEARCH, ENGAGE
FOLLOW INFLUENCERS
• Follow
• Rebroadcast
• Reply With Question
• Thanks, Congrats, Bummer
• Engage!
• Do NOT Be Gratuitous

104. SHED MOST USERS WHO DON’T FOLLOW BACK

105. 5: PURPOSEFUL MODERATION DEPTH
Basic Advanced
Introvert
Business
Goals
Extrover
t

106. WALLFLOWERS

107. HEALTHILY ASSERTIVE OUTREACH

108. 6: PRIORITIZE BUSINESS GOALS

121. 7: DEFINE SOCIAL CONTENT STRATEGY
Basic Advanced

122. WHAT IS
CONTENT
ANYWAY?

123. ALL-THE-WORLD’S-A-URL

124. TRAFFIC TO SITES WE OWN

125. “MECHANICALS,” VANITY
BAIT & EVERYDAY SLOW-
MOTION HOMERUNS

127. THE POWER OF DISRUPTIVE,
REVOLUTIONARY CONTENT

131. TYING IT ALL TOGETHER: EDITORIAL CALENDAR

132. 8: SOCIAL DISTRIBUTION
Basic Advanced

137. SOCIAL TARGETING, COOL
LIKE SEARCH

138. TARGETING IS EXPLICIT

139. PSYCHOGRAPHICS

145. Interests, Affinities, Proclivities, Biases, Predispositions,
Religion, Sexuality, Occupation, Education, Workplace,
Preferences, Age, Gender, Likings, Age, Predilections,
Attractions, Medical Condition, Economic Status,
Peccadilloes, Desires, Correspondences, Empathies,
Relationships, Appetites, Weaknesses, Tastes,
Inclinations, Corporate Loyalties

147. HUMAN LIFE CYCLES
PSYCHOGRAPHICS

148. Birth
Child Death
Spouse Death
Illness Or Injury
New Job
Loss Of Job
HS Grad
College Grad
Immigration
Pregnancy
Loss Of Pregnancy
Imprisonment
Career Change
Holidays
Falling In Love
Engagement
Marriage
Separation
Divorce
State Move
City Move
Cheating
Buying A Home
Bat/Bar Mitzvah
First Communion
Baptism
Making Sports Team
Sweet 16
21 Year Old Birthday
Retirement Planning
In Retirement
Adoption
Name Change
Auto Accident
Sexual difficulties

150. Conversion, SEO & Friendship

151. aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing
agency.
THE GREAT 2013
SOCIAL MEDIA
BUZZ KILL

152. FREE SOCIAL DISTRIBUTION SPAYED

154. aimClear®, an integrated social, search, PR, & display
Marketing Agency
© 2014, is a publication of aimClear®

161. SOCIAL PSYCHOGRAPHIC DISTRIBUTION

162. Example
Case

165. aimClear®, an integrated social, search, PR, & display
Marketing Agency
© 2014, is a publication of aimClear®

166. “SOCIAL PACKAGING”

167. Mobile Feed Ad

168. Organic Only

172. KPI: WEB TRAFFIC/ EXTERNAL CONTENT KPIS

180. $300.00

181. Layered Actions

182. TAKEAWAYS
• Don’t Buy Into Myths
• Know What Social Is Good For
• Solve Common Barriers
• Make Money With Social
• Listen For Reputation & Sharing
• Choose The Right Channels
• Intentional Voice & Person

183. TAKEAWAYS TWO
• Invest In Credible Density
• Purposeful Moderation Depth
• Prioritize Business Goals
• Achievable Social Content Strategy
• Psychographic Targeting
• Paid-Organic Looking Social Distribution

184. marty@aimclear.com

188. THANK YOU!
MartyWeintraub
Founder&Evangelist
© 2014 aimClear® All Rights Reserved