Practical, tactical social media

Todd Lohenrye1evation, llc

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;-)

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The case for social media

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11 myths of social media• Social media is so easy we can

hire an intern to do it. • Social media marketing is really

hard.• Social media is only for the

young. • Social media is free.• Since social media marketing is

labor-intensive, we should offshore it.

• Social media marketing success is all about rules and best practices.

• Social media marketing has no rules.

• Social media marketing gets immediate results.

• Social media marketing is too risky.

• Social media marketing is new.

• Social media marketing doesn’t apply to my business.

– Tom Pick

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ABA questions

What is social media?

Will social media really help me sell anything?

What social media sites should I use?

Why would anyone want to follow me on Twitter?

How should I find the latest and greatest social media sites?

How should I determine social media policy?

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The killer question?

How can I extend/expand my current marketing strategy to include/leverage social media and still get home for supper?

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What is social media?

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Media evolution

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Definition of ‘social’ media

“Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).” Wikipedia

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Average age of social media users

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Age distribution in social media

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Average age on social sites

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The times, they are a changing…

2007 2010

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Quantity vs. quality

“I say quality reigns supreme. The fact is effective social networking and community building is more about building meaningful, useful conversations and relationships with those that are interested in what you have to offer or say. It’s not a get rich quick scheme. It takes time, persistence, knowledge and dedication to building these communities up, and the rewards can be tremendous.”

Jason Yormark, Social Media Today

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Will social media help me sell?

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Social Media is About ROI!The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)

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Community ROI

• Higher purchase amounts by community vs. non-community (30%)

• Higher frequency of purchase by community• Lower cost of customer service (repeat customer

familiarity)• Increased customer satisfaction• Decreased cost of acquisition (advocacy driven)• Lower cost of product development (using feedback

loop)• Decreased cost of customer retention

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How small businessuses social media

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It’s Time to Stop Shouting• 100% - The increase needed

in advertising spend to add 1-2% in sales

• Only 18% of TV ad campaigns generate positive ROI

• 90% of people who can skip ads do

• 76% of consumers don’t believe that companies tell the truth in advertisements

• 96% of Millennials have joined an online social network

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What sites should I use?

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3 legged stool of social media

• Facebook• Twitter• LinkedIn

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Why would anyone follow me in social media?

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The real question is why would anyone listen to you. Period.

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You have to be fascinating!

• The purpose of social media is “to establish yourself as a fascinating subject-matter expert.”

• “It’s all about finding good stories, videos, and blog posts about your subject and providing links to these sources.”

• “The test for your social media efforts is whether people find what you post so fascinating that they retweet it.”Guy Kawasaki

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Example

“For example, if you own a restaurant, then you could post a link to The Second Annual New York Foodie Photo Scavenger Hunt, Cilantro Haters, It’s Not Your Fault, and Check It Out: Get Your Groceries At The Library. Do this for a few months, and people will recognize you as a food expert. And guess what? They’ll come eat at your restaurant.”

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Hubspot says…“Each thoughtful post on your blog is a public demonstration of your thought leadership, personal integrity, humor, and professional insights. You don’t have to refute one of Einstein’s theories to get respect.”

How do I find the latest and greatest sites?

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The short answer is Mashable

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Oh, and e1evation too!

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How should I determine my social media policy?

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PolicyTool.net

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“If you have more Money than brains, you should focus on Outbound Marketing. If you have more Brains than money, you should focus on Inbound Marketing.”

Guy Kawasaki

Filling the social mediaexecution gap

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One minute Dana VanDen Heuvel; marketingsavant.com

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Thinkers vs. thought leaders

Thinkers• Has as a point of view• Point of view is ‘private’

Thought leaders• Has a point of view• Point of view is ‘public’

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Public point of view

• …leads to share of voice• …leads to share of mind• …leads to share of market

Visitors

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Visits

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Ranking

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Top Tweeter! ;-)

Remember “Einstein's Razor”?

“Everything should be made as simple as possible, but no simpler.”

3 easy steps!

• Listen…• Publish…• Promote…

What do I do?

• I listen to the internet using Google Reader to create a virtual newspaper from my trusted sources.

• I share my reactions and thoughts to what I see via my blog-enabled website.

• I promote what I publish via social media channels like Facebook, Twitter, LinkedIn, etc. automatically.

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What tools do I use?

• Google Chrome• Shareaholic• Posterous

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e1evation workflow

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Demo time

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Execute!

• Again, Hubspot says…– “The truth is you don’t have time *not* to blog.

You probably already write blog articles, you just don’t call them that.”

• Blogging is no less a natural process than anything else you are currently doing to promote your brand…

• Key? Use simple, inexpensive tools that support repeatable processes…

“personal digital coaching”

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Got questions? We’ve got answers…

http://e1evation.com

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