Digital Space ConsultingTHE “HOW TO” BUILD YOUR SOCIAL STRATEGY

Tips | Tricks | Platforms | Tactics

March 2015

“We are the CEOs of our own companies: Me Inc.”

Who We Are

• Digital agency with over 10 years experience in content, creative, communications, and analytics

• Passionate about the tools, platforms, and technology used to connect and engage consumers

• Focused on empowering brands and customers by enabling them to research, relate and engage with each other

• Entrenched in execution and creating a blueprint from here to there

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My Background

Worked for “Big” agencies

Started my own agency

Now work with other agencies on client work

The problem you’re trying to solve

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YOUR FIRST MISTAKE Assuming people are rational

YOUR THIRD MISTAKEAssuming that once someone knows things the way you know them, they will choose what you choose

YOUR SECOND MISTAKE Assuming people are eager to change

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Next - What are you

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• Freelancer or Entrepreneur• What happens if you leave your business for one day? • What happens if you leave your business for one year?

• How are you organized for growth

Freelancer Scalable System

Brand Architect

What you need to think about

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From a marketing point of view

• How do we deliver a positive customer experience throughout the research, discovery, and purchase journey

• How do we create client or customer-centric content• How do we create the right message to the right audience at the right time• How do measure the effectiveness of our marketing dollar • How do we maximize marketing budget with limited talent and training resources• How do we create our brand so people know, like, trust, and buy from us

From a start-up point of view + How do I grow and scale+ What is the hard part + 1,000 true believers+ What is my story

How digital marketing and social media fit into your strategy

Do you know?

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Do you know these people?

What about these people?

Let’s start with some videos

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SocialMedia 2014

Marketing Fundamentals Don’t Change

What happens every 60 seconds on the internet

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• 695,000 FACEBOOK STATUS UPDATES

• 1,500 BLOG POSTS

• 100+ NEW LINKEDIN ACCOUNTS

• 694,455 GOOGLE SEARCHES

• 98,000 TWEETS

• 13,000 IPHONE APPS DOWNLOADED

“Marketing today is about creating brand value by helping customers, not creating documents and blue pens with your logo on them.”

Why social media should be a part of

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your strategy

1. Gain visibilityUnlimited access to professionals, organizations, prospects, and customers in your target market

2. Provide transparencyBeing open and honest allows you to connect with others on common ground

3. Helps you ‘get to give’Ask for help only after offering help to others the majority of the time

4. Allow ‘nobodies’ to become ‘somebodies’Create and cultivate your personal brand

The New Reality…

If companies don’t know you’re out there, you never get the OPPORTUNITY to be considered The Customer is in CONTROL.

Your company, product, service, brand, reputation, etc. is now a search result…

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Why social matters

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1. Build relationships• Support network• Lead generation

2. Raise visibility• Increased awareness of you and your services

3. Demonstrate expertise• Opportunities to show thought leadership

4. Go public• Come out from behind the curtain• Find your voice/niche/point of view

Share links

Amplify others Give tips Be a

resourceShow

expertise

Blog

Blog comments

Social Networking

LinkedIn

The “How To” Social Media for Business

Hello World…15

What do I need to do first?

• Become a student of each platform• Engage and start conversations• Make sure that your profile is updated / keyword focused• Share content (articles, videos, webinars, events, etc.)• Center profiles on who you are, what you’re about, and

how you help • Create a home online (social home) • Keep the personal personal and business strictly business

Go ahead, ask the question - What’s the ROI of social media???

Create profiles – engage

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CUSTOMER ACQUISITION

Can you show me a couple of examples?

• Be findable – What happens when someone Google’s your name?• Offer help and answer questions• Share useful content (Articles, Blogs)• Become a student of each platform

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Profile: Scott Monty, Ford

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But, Where Do I Get Started

People are using the Internet to talk about your brand, products, competitors, customers, and clients – are you listening?

Want to know what people are saying about you on Twitter? Facebook? Blogs? Forums? No problem.

WHERE TO LISTEN • Google Alerts• LinkedIn • Alltop.com• Search.Twitter.com• FollowerWonk.com• HelpAReporter.com (HARO)• Feedly • Socialmention.com• Topsy.com

WHERE TO SHARE• Facebook sponsored posts• Twitter – hashtags / twitter talks • Linkedin – Groups / sponsored posts• Quora • Review sites – Amazon / YouTube / Yelp• Yahoo Answers • HARO

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3 easy ways you can leverage social media

And get started- Market intelligence

- Understand your customers and competitors- Track keyword mentions for your products services

- Identify opportunity - Listen for keywords- Identify influencers - Find prospects who are trying to find you

- Build thought leadership- Become an expert in your niche - Grow your tribe / create authority

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So how do you make the most of your

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social media marketing efforts?

ADD VALUE Share content that your audience will find helpful, informative, or entertaining

Curate | Build | Manage | Measure

Get content• Google Alerts• AllTop.com• SocialMention.com• Feedly• LinkedIn / Pulse

Build a team• Crowdspring.com• WriterAccess.com• Elance.com• LinkedIn.com

Manage your message• Hootsuite• Buffer• Sponsored Posts (FB) • Sponsored Posts (LI)

Track • Who are you writing for?• What is the purpose?• What is the call to action?• What are you measuring?

The key is to make yourself visible on the Internet – through your website, by blogging, and via value based use of social media.

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Measure • Twitter followers / @ Mentions• Linkedin Followers• LinkedIn connections / profile views

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You rank in the top 5% for profiles views among your connections

How you drive business (freelancing / consulting)

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• Give away a free guide that is directly related to your business• Pick one or two keywords and optimize the heck out of them• Build your personal brand• Ask and answer questions on social media• Create an email pop up (grow your audience)• Find interview opportunities (podcasts)• Guest blog

• Powerful links back to your website• Bigger audiences • Personal brand building

• Launch a multi-author blog • small army of writers to create one blog/week

• What you will be able to do• Schedule tweets/Facebook/LinkedIn posts automatically• Manage multiple social profiles• http://hootsuite.com/help

Simplest Place To Start?

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Simplest Place To Start (Industry)

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Simplest Place To Start (Competitor)

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Simplest Place To Start (Identify Problems)

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Starter Matrix – What You Need

Content Sources Profiles Marketing Tools Simple One Pager

What Else You Need

Google Alerts LinkedIn Google Trends About.me Gmail account

LinkedIn Twitter SavePublishing.com Magnt.com Pocket

Alltop Facebook Followerwonk.com Tumblr.com Twitter Feed

Feedly Pinterest Fanpage Karma Buffer / Hootsuite

SocialMention.com Instagram Mention Mapp Basecamp / Highrise

Newsle Quora Unroll.me

Stumbleupon Trello

Flipboard HipChat

Mention

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Starter Matrix – What You Need

Content / PR / Social Tools

Tools Where I learn Who I Read

Contently.com Rapportive (Google) This Week in Startups (Podcast) Copyblogger

WriterAccess.com Boomerang (Google) Seth Godin / Start-up School (Podcast) Chris Brogan

Snag.it Ask Gary Vaynerchuck Show (YouTube) Moz.com / White Board Friday

Evernote Jing Ted Talks Scott Stratten

Manage Flitter MailChimp Rainmaker (Podcast) Social Media Examiner

TwitterFeed.com Uberconference School of Greatness – Lewis Howes (Podcast)

Mashable

Mention Harvest Startup Class (Sam Altman) Social Media Today

Newsle

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8 Point Guide to Bootstrap Your Personal Brand

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Where to start • Stop planning and start doing • Position yourself against the brand leader • Be freakishly persistent (comment, re-tweet, ask a question)• Do favors for free (read comments)• Be a connector to establish a strong peer group • Partner with bigger people (get a sense of what’s important) • Get a duck

• Build your team • Invest in tools that either save you time, make you money, or make you look smart • Perfection is the enemy of good• Replicate, scale, iterate, repeat • If you want to go fast – go alone. If you want to go far – go together.

Final thought

Create social profiles

Optimize your profiles to let customers, partners, and vendors find you

Become a student of social platforms

Establish a social home

Engage and start answering questions

Include keywords that are relevant to your type of business

Write profiles about who you are, what you do, and how you can help

Follow your metrics • Who are you writing

for?• What is the purpose?• What is the call to

action?• What are you

measuring?

Have a game plan

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The dream is FREE – The HUSTLE is sold separately

Don’t be upset with the results you didn’t get from the work you didn’t do

Digital Space ConsultingCreate. Connect. Engage.

Thank You.

How to Contact Us

DigitalSpaceConsulting.com

James@digitalspaceconsulting.com

Linkedin.com/in/Jloomstein

Twitter.com/jloomstein

Slideshare.net/jloomstein/presentations

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