How  Do  You  Eat  An  Elephant?  

A  Prac5cal  Guide  to    Social  Media  Marke5ng  

Agenda  

•  What’s  working  and  not,  in  marke5ng?  •  Approach  to  Social  Media  Marke5ng  

•  Tools  &  Tips  » What  to  do  rather  than  How  

•  How  you  can  learn  more  

At  the  end  of  this  session  

You  will  have…  •  A  good  idea  of  where  to  start  

•  A  good  idea  of  what  to  do  first  

•  A  good  idea  of  where  to  turn  for  help  

•  An  understanding  of  how  to  evaluate  “help”  

Who  is  this  Dan  Kraus  guy?  

•  25  year  sales  &  marke5ng  veteran    –  9+  years  with  Great  Plains  SoPware  (‘89-­‐’98)  –  6+  years  with  SAP  (‘03-­‐’09)  –  Allaire  – Macromedia  

–  Infinium  SoPware  

–  ADP,  Con5nental  Cable  (Comcast)  

•  Founded  3  companies  •  UMASS  Amherst,  Marke5ng  

Leading  Results  Overview  •  Marke5ng  services  firm  –  coaching  and  consul5ng    

»  1:1  Coaching,  Group  Coaching  »  Frac5onal  VP  of  Marke5ng  »  Social  Media  Coaching  and  Learning  

»  Referral  Marke5ng  Coaching  and  Classes  

•  Authorized  Duct  Tape  Marke5ng  coaches  

•  Offices  in  Boston  and  Philadelphia  •  Clients  throughout  North  America  

•  We  help  our  clients  stop  was5ng  money  on  marke5ng  that  does  not  create  results  

No  Theory,  No  Learning  

Interrup5on  doesn’t  work;    

I  want  to  find  you  when  I  need  you  

Outbound  vs.  Inbound  Marke5ng  

Outbound  (Prospec0ng,  Hun0ng,  Interrup0ng)  

Inbound  (A7rac0ng,  Educa0ng,    “Ge<ng  Found”)  

Print  Ads   Blogs,  e-­‐books,    white  papers  

Radio  Ads   Podcasts  

Television  Ads   Videos  

Tradeshows   Webinars  

Cold  Calling   Search  Engine  Op5miza5on  

E-­‐mail  Blasts   RSS,  Feeds  

Myths:  

Social  Media  Marke5ng  Doesn’t  Work  For….  •  Services  or  B2B  or  Government  or  Non  Profits  or  etc,  etc,  etc  

My  Customer  doesn’t  use…  

•  Twiker  or  Facebook  or  LinkedIN  or  YouTube  or  Flickr  or  Yelp  or  etc,  etc,  etc  

Marke5ng  …X...  Has  Always  Been  Different  

Social  Media  =  New  tools  

Strategy  Before  Tac5cs  

Marke0ng  is…  

 Geong  someone,  who  has  a  need,  to  know,  like  and  trust  you….  

 So  that  they  will  try,  buy,  repeat  purchase  and  refer  you  and  your  organiza5on.  

Strategy  Before  Tac5cs  

Why

What

Who

Social  Media  Marke5ng  is  a  part  of  your  overall  marke5ng  system  

Social  media  isn’t  just  about  self-­‐  promo5on  

•  Online  conversa5ons  •  Listening  •  Customer  Service  

•  Spoong  Trends  

•  Collabora5ng  

Opening  up  new  access  points  

Website  or  Blog  

LinkedIn  

YouTube  

Facebook  

Flickr  

Digg  Stumble  Upon  

Twiker  

Online  PR  

Friend  Feed  

The Conversation Prism -Brian Solis

Where  to  Start?  

• Social  Profiles  • Local  Search  Lis5ngs  • Links  from  relevant  community  sites  Know  • Web  site,  extended  social  media  presence    • Blog  posts  and  comments  on  other’s  posts  • Newslekers  and  other  archived  ar5cles  Like  • Marke5ng  “kit”  • Value  added  content,  relevant  twiker  feed  • Tes5monials  Videos  –  Your  site  &  YouTube  Trust  • How-­‐to  documents  or  videos  • Detailed  Evalua5on??  • “Small”  Products??  Try  • New  Customer  welcome  process  • New  customer  kit  –  help  forums,  outside  communi5es  • PR  Announcement  on  PitchEngine  Buy  • Newslekers  • Twiker  Updates  • LinkedIN  or  private  groups  Repeat  • Results  reviews  • Joint  marke5ng  introduc5ons  • LinkedIN  Groups  Refer  

©  Duct  Tape  Marke.ng  –  all  rights  reserved  

Marke5ng  Hourglass  Tac5cs  

The  Big  Four  

Listen  First  

2  Great  Listening  Tools  

www.Google.com/Alerts  

hkp://search.twiker.com/advanced  

Geong  Found  

Grab  Your  Digital  Real  Estate  

Create  a  Google  personal  profile  

hkp://www.google.com/profiles  

Local  search  profiles  

•   Google  Maps  •   Yahoo  Local  •   Bing  •   google.com/lbc  

Social  search  profiles  

•   Yelp!  •   CitySearch  •   Insider  Pages  

Being  ac5ve  in  the  “blog-­‐sphere”  is  a  great  way  to  get  found  

Your  content  will  drive  inbound  traffic  

•  Value  added  content  »  Not  selling,  helping  

•  You  need  a  content  strategy  »  Reduce,  Reuse,  Recycle    

•  You  need  content  sources  •  It  must  be  relevant    

Blogging  best  prac5ces  

•  Read,  follow,  listen  and  comment  •  When  you  are  ready  to  write,  write  what  people  search  and  what  you  know  

•  Feed  the  spiders  oPen  •  Engage  your  comment  community  

•  Amplify  your  message  

Create  a  LinkedIn  personal  profile  

Create  a  LinkedIN  company  profile  

LinkedIn  best  prac5ces  

•   Profile  –  links,  keywords,  descrip5ve  •   Status  updates  (+Twiker)  •   Repurpose  content  –  Slideshare,  YouTube  •   Search  for  leads  –  Ideal  Customer  Profile  •   Recommend  clients,  partners  •   Use  Groups  •   Ques5ons  and  Answers  

Twiker  is  like  text  messaging  

EXCEPT          Instead  of  you  deciding  who  to  send  the  message  to:      You  broadcast  messages  (Tweet)      We  decide  if  we  want  to  listen  (follow)    

 P..S.  You  can  also  send  direct  messages,  just  like  regular  tex5ng.  

Who  do  I  follow?  

•  Twellow.com  

•  Mr  tweet  

•  Just  Tweet  It  •  Tweepsearch.com  

•  search.twiker  

You’  ll  want  some  tools  for  Twiker  

• TweetDeck.com  

• Seesmic.com  

• HootSuite.com  

What  do  I  say?  

• Relevant  to  your  ideal  customer  (follower)  

• Mix  of  new  and  re-­‐tweet  • Not  your  lunch  menu  • Your  tweets  become  a  reflec5on  of  you  

Some  basic  Facebook  stuff  

•   Profile  •   Fan  Page  •   Groups  •   Ads  

Create  a  fan\business  page  

Facebook  best  prac5ces  

•   Build  fan  page    •   Promote  with  special  modules  and          content  •   Repurpose  content  •   Be  consistent  •   Use  ads  to  promote  content  

Taming  the  beast  

Create  a  rou5ne  

•   Daily  •   Weekly  •   Monthly    

Then  pick  your  tools  

Dashboards  help  you  organize  

CRM  systems  are  beginning  to  integrate  with  social  media  

ACT!  2010  

Integrate  and  amplify  your  message  

Recap  

•  Strategy  before  tac5cs  •  Listen  first  •  Get  found  by  

»  claiming  your  digital  real  estate  »  create  and  share  valuable  content  

•  Lead  back  to  your  web  site  •  Use  a  system  to  stay  on  top  of  things  

»  Select  tools  aPer  you  define  your  needs  

Social  Media  Pro  

Social  Media  Pro  

•  Six  Sessions  Delivered  over  5  Weeks  •  Each  session  has  4  –  8  Lessons  •  Each  lesson  includes:  

»  A  video  presenta5on    »  PDF  presenta5on  and  video  transcript    »  Ac5on  steps    »  Resources  for  each  step    »  Supplemental  videos  to  guide  you  through  the  ac5on  steps    

Social  Media  Pro  Programs  

•  Group  Coaching     Next  group  starts  August  17th   $549  Regular  Price    

  $399  if  you  sign  up  before  August  1st  

•  Self  Study  •  1:1  Coaching  and  Instruc5on  

Our  Guarantee  

•  Your  absolute  sa5sfac5on  with  Leading  Results  isn’t  just  our  goal,  it’s  our  promise  »  If  you  akend  the  sessions  and  do  the  lessons,  we  will  refund  your  fees  if  you  are  not  sa5sfied.  

»  The  catch  –  you  need  to  tell  us  why  you  are  not  sa5sfied  and  how  we  can  improve.  

Thank  You  &  Ques0ons  Please  take  a  moment  to  complete  the  post  presenta5on  that  you  will  receive  shortly  

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Contact Us Web: www.leadingresults.com Email: dkraus@LeadingResults.com Phone: 978-562-4161 Twitter: @LeadingResults FaceBook: facebook.com/leadingresults