RISE 2011 Presentation: The Social Media Pyramid - Unraveling the Mystery of Social Media Marketing

Welcome to

RISE WEEK 2011The Social Media Pyramid: Unraveling

the Mystery of Social Media Marketing

Hosted byRick L’Amie

President & Founder, Moxie Marketingwww.getmoxiemarketing.com

@moxiemarketing

Social Media Pro

Creating Your

Social Media System

Definition of Marketing

Know Like TrustWebster’s

1 a : the act or process of selling or purchasing in a market.

American Marketing AssociationMarketing is the activity, set of institutions, and

processes for creating, communicating, delivering, and exchanging offerings that have

value for customers, clients, partners, and society at large.

Definition of Marketing

Know Like Trust

Definition of Social Media

“. . . the use of technology to co-create know, like and trust.”

“If you’re not participating in social media, you’re not really online.”

Creating Your Small Business Social Media System

Social Media Strategy

Social media hierarchy

Micro

Social Networks

Social Bookmarking

Social Search

RSS Feeds

Blogging

Pillars of a Social Media System

• Creating a social media strategy • Optimizing brand assets • Content as lead generation• Social networks and networking • Managing the beast

Strategy before tactics

• Align activities withobjectives

• Create a listeningstation

Customer experienceBrand mentionsCompetitionAccuracyMedia stalkingContent

A listening station

Google AlertsGoogle ReaderSearch.twitterBoardtracker.comBacktype.com

A listening station

FiltrboxTrackurRadian6Buzzlogic

Paid listening station

Optimizing Brand Assets

Optimizing brand assets

• Fix your digitalassets

• Claim your digitalreal estate

Optimizing brand assets

• Images, audio,video

• Social profiles• Local search• Social search• Online PR

Social network profiles

Local search profiles

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

Social search profiles

• Yelp!• CitySearch• Insider Pages

Google personal profile

Asset optimization

Content as Lead Generation

Content as lead generation

• Being found vs. hunting• An optimized online presence• Merge content with engagement

Blog Basics

• Configure WordPress.org• Premium or custom theme (design)• Post and comments• RSS feed - subscribe

RSS Reader

Example WP Business Theme

Best practices

• Read, follow, and listen• Write what people search• Feed the spiders often• Engage your comment community• Amplify your message

Integrate and amplify

• Weekly digest email• Email subscribe to blog• Social media profiles• Strategic network• Guest post• Surveys for content• Publish to twitter, LinkedIn, FB

Sample blogs

Sample blogs

Social Networks and

Networking

Social networks and networking• twitter

Search leads, discover, customer service

• FaGroups, Fan Pages

• LinkedInGroups, staff, questions

• BiznikMeetings, groups, resources, “networking that doesn’t suck”

• MeeNetworking meetings

Twitter basic stuff

• Tweet

• Handle

• Follow

• Replies

• Retweet

• DM

• Avatar

• Hashtag

Why use it?Strategy – 1-to-1 or 1-to-many

• Customer service

• Reputation management

• Event promotion/extension

• Product/service promo

• Network and partner

Who do I follow?Strategy – less is or more is

• Twellow.com

• Mr tweet

• Twubble

• Just Tweet It

• search.twitter

What do I say?Strategy – it depends

• @replies

• Engage in conversations

• Questions

• RT

• Bookmarks

• Blog posts – twittertools

Twitter best practices

• Think objectives• Follow (twellow.com)• Tweet mixed, but give and RT - repurpose• Use search and aggregate• Use 3rd party tool – www.oneforty.com• Don’t hang out all day

Some basic Facebook stuff

• Profile

• Fan Page

• Groups

• Ads

Google Hotpot

• Competing with Yelp, Foursquare etc

• Ties in to Google Places listing

• Check-in and reviews

• Offer specials/discounts

Fan/Business page

Facebook best practices

• Build fan page – there’s a new interface!• Use FB as your business, not you• Promote with special modules and

content• Repurpose content• Be consistent• Buy ads to promote content

LinkedIn profile page

LinkedIn best practices

• Profile – links, keywords, descriptive• Status updates• Repurpose content – Slideshare, YouTube• Search for leads - Profile• Recommend• Questions and Answers

Managing the Beast

Managing the Beast

•Getting Things Done

• A system and process

• Dashboards

• Amplify

• Integrate

System and process

• Routine

• Daily

• Weekly

• Monthly

• Update

Dashboards

• Netvibes

• iGoogle

• Yahoo Pipes

• Friend Feed

• ACT! 2010

Dashboards

Gist

Integrate !!!

Golden Trio

• Blog

• Facebook OR?

• Twitter

• Blog

• Facebook

• Linked In/Biznik/Meetup

Your questions?What now?

Duct Tape University

Social Media Pro Workshop

• New Webinar Group forming in soon

• Build your social media marketing system in five weeks!

• Online tutorials with “Professor” John Jantsch

• Coaching feedback in meeting and email

• A Biznik event series

– Group sharing, collaboration

• RISE special: $425 (Regular $495) – respond by March 14

Social Media Pro Workshop –Webinar Series

• Session One – Creating a Social Media Strategy

• Session Two – Optimizing Brand Assets

• Session Three – Blogging for Business

• Session Four – Social Networking and Networks

• Session Five – Managing the Beast

Social Media Pro Workshop Curriculum

• Session One – Creating a Social Media Strategy & creating a listening station

• Session Two – Optimizing Brand Assets

• Session Three – Blogging for Business

• Session Four – Social Networking and Networks

• Session Five – Managing the Beast

About Moxie Marketing– Creative Services – Jolly Design

• Logos, business identity

• Marketing collateral

• Web Design

– Public Relations – Dave Manzer Creative Relations

– SEO, SEM

– Advertising & Copywriting

– Video & Direct Marketing

– Email Marketing

Services• Core offering: Guided Marketing Program (One-on-

one) – Your Virtual Marketing Manager

• Marketing Training Camp

• Referral Engine Group Training

• Social Media Group Training

• Match experts and contractors to match the client’s needs and budgets (writers, etc.)

• Services: Constant Contact, SEO, Pixability Video Marketing

Worked With

Sample Current Clients

About Duct Tape Marketing

• Used worldwide by thousands of small business owners

• A system, not a plan

• Up to date marketing techniques

• Used by a network of more than 50 marketing professionals worldwide

• Backed by companies such as Sage, Marketing Plan Pro HP and Constant Contact

“Clever marketing ideas galore and lots of contrarian thinking about what works and what doesn’t”

― Forbes magazine

Rick L’Amie

• Web: www.getmoxiemarketing.com

• Blog: www.marketingwithmoxie.com

• Twitter: twitter.com/MoxieMarketing

• LinkedIn: www.linkedin.com/in/ricklamie

• Email: rick.lamie@getmoxiemarketing.com

• Phone: 512.814.MOXIE (6694)