Taking the Mystery out of

SOCIAL MEDIA

Alexander HeyneMilkthepigeon.com

Social media is word of mouth on steroids

The Value of Social MediaDollar amount?

Per person?

Per like?

Intangible?

Non-existent?

Ask the audience:

What are the top 5 words or phrases that come to mind when you think of “social media?”

The ROI of the Internet

How do you measure the ROI?

Brand awareness?More traffic?

More sales?

You can’t always!

The Power of Social Media

What’s in a tweet?

“Caring is scalable now.”-Gary Vaynerchuk

The Power of Social MediaThe Oatmeal

The Power of Social MediaHigh Leverage Community

The Power of Social MediaThe Power of a Tweet

Insane exposure

The Power of Social Media

Zynga and Farmville

There are more digital tractors sold every day than real tractors sold every year.

What Facebook IsShare:

Content

Ideas

Misc

The ValueYou see my likes = free marketing

Facebook as a social “login” hub

Your resume in the 21st century (Google and Facebook)

The essence of social media is one thing.

Sharing.

Would people share your stuff?

How

Profile Page

Like & Share

What’s the value of a Facebook

like?

Personal versus professional use

Personal

• Talk about daily life

• Family photos and events

• Random musings

ProfessionalThe Facebook page

Facebook-ing Your Biz

1.Build/Engage The Page

2.Use Facebook Ads(Direct people to take

action somewhere)

Facebook-ing Your Biz

Facebook page = interaction + engagement.

Build the Page: Getting More Facebook Likes

1.Do something “likeable”

2. Incentivize

3.Advertise and make your Facebook page your landing page

A. Do something likeable

B. Incentivize

B. Incentivize (+ Offer)

B. Incentivize (Get the offer)

Advertise and Send them To a Landing Page

Build Your List or Fbook Likes

Part 2: Get more Engagement

6 Ways to Get More Interaction On Your Page

1.Do something worth talking about

2. Incentivize

3.Ask a question

4.Competitions

5.Tell them to like something

6.Pictures (or Picture Quotes)

= FREE MARKETING

A. Conversation Worthy-Ness

B. Incentivize

C. Ask a Question

D. Competitions

E. Like this if you agree!

F. Pictures/Quotes

Facebook Ads

Facebook Ads

Send Your Clicks Somewhere

Ask the AudienceWhat trends do you see on the following Facebook pages?

Coca Cola - www.facebook.com/cocacola

Tom’s Shoes - www.facebook.com/toms

Heineken - http://www.facebook.com/heineken

Frito-Lay - http://www.facebook.com/FritoLay

Red Bull - http://www.facebook.com/redbull

The Walking Dead - http://www.facebook.com/TheWalkingDeadAMC

Facebook Case Studies

Case study #1

Execution:• Used Facebook page during

valentine’s day season• Gave 15% off and 50 Facebook

credits (For games) in their facebook ad

• Shared stories , like different products so customers could see

Results:• 4,000 transactions from the ad• Facebook page doubled to

120,000 likes• Sponsored stories had double the

reach

Case study #2

Execution:• Springtime was busiest season so

they wanted to build an online presence

• Advertised discounts (For fans only) for a week

• Targeted people with home maintenance and repair keywords in profile

Results:• In four days, fan page went from

20,000 to 50,000• 50,000 clicks on the facebook page• Fan postings grew 900%

Case study #3

Execution:• Private vacation booking company that

wanted to grow connections to its Facebook page and engage more with existing fans

• “Trip a Day in May Giveaway” – Free trip each day, in the month of May

• Targeted people with travel-based keywords in profile, and used sponsored stories

Results:• 65,000 entries• Over 50,000 new Facebook likes • 30% increase in revenue month over

month in June• 1,400% increase in revenue for the

second quarter of 2011 compared to 2010

Advertise

Engage Your Page

Facebook in a Nutshell

Engage Your Page (recap)

Competitions

Ask a question

Tell them to like something

Do something worth talking about

Incentivize

Pictures (or Picture Quotes)

Advertise (Recap)Hone in on the demographics of your ideal

customer

Compile a list of likely interests, “likes,” and similar potential interests to target them

Send them somewhere and take an actionFacebook fan page to “like” usAn opt-in form on your website pageA sweepstakes or chance to win something free

Blogging = Leveraging community or content

The Essence of a Blog

How Your Content Shows up in Google

Post Tags (Small %)

Backlinks (Big %)

The value1.Content stays there forever

(portfolio) and is easily shared

2.People link to good stuff (Free marketing, SEO juice)

3.Every post is a potential way for people to find you, or has the potential to make a sale, etc 

What Most Users do

Blogs are more geared towards writing content than Facebook The blog post

It’s also massively useful to start a personal community or movement

Personal use1: Stereotypical venting blog

2: Solo-preneur lifestyle biz

Text Blog Post

Video Blog Post

Bloggin’ For Your Biz

Blogging Monetizati

on Strategies

Content Marketing

DirectMarketing

Membership Sites

EmailMarketing

AffiliateMarketing

Advertising

Build content and/or community, which = Free marketing, 24/7

Blogging bottom line

How to Use it For Your Biz

Produce content that solves a problem and it will get shared.

Blogging gives you a chance to be real and transparent. Aka Human.

People relate to people or causes.

Not businesses.

For Corporate Types Biggest benefits

More content = More exposureMore TrustExpert statusAnswers questionsTransparency Absurd amount of traffic and SEO, 1000x, 10,000x +

return

For Corporate Types“What do I blog about?!”

#1 The biggest, most common problems your customers have

#2 Any content that is tangentially useful to your customers

Don’t blog about boring news, boring conference keynotes, or updates that no one cares about

Bloggin’ For Your BizCase studies

Ramit Sethi – Iwillteachyoutoberich.com

Corbett Barr – Thinktraffic.net

Pat Flynn – Smartpassiveincome.com

Chris Guillebeau – Chrisguillebeau.com

Ramit Sethi

QuickstatsNYTimes best seller

Massive, massive community of people (in excess of 1k blog comments on some launches)

Automated product sales online (1-3k product)

World fame

In less than 5 years makes in excess of $1 mill/year

Corbett Barr

QuickstatsWell-known all over the “blogosphere”

Has a massive community of people and regularly gets 50+ comments on his site

Launches a product quarterly, brings in 50-100k/launch

Freedom

Launched a brand new blog that in 1 month went further than most blogs do (ever)

Pat Flynn

QuickstatsIn less than 2 years, brings in >50k/month

Has a community of people all over the world asking him if he has products for sale, so they can buy something!

Massive loyalty, people sharing his content

Social Media consulting for Hollywood

All because of his community

Chris Guillebeau

Quickstats

Skyrocketed himself to fame using his blog (visit every country on earth)

Makes a full-time living from his blog

Has published a NYTimes best seller from it (By asking his community what they want)

Hosts world domination summit

Launching a New York Times best seller using

your blog?

Tim Ferriss

Leo Babauta

Danielle LaPorte

Chris Guillebeau

Gretchen Rubin

….And the other one who didn’t

Blogging summed up1.Make specific, useful content in multiple formats

(Text/Audio/Video).

2.Promote your content: (Youtube, press releases, in a newsletter, submit to online news like Entrepreneur, Forbes, Huffington Post etc.) . This is even more important than writing.

3.Provide a way for people to opt-in to your email list or newsletter.

4.Use keyword tags relevant to the topic you write about.

In this social media era, your success will depend upon whether or not you are

truly people-centric.

SOCIAL MEDIA

Social media bottom line

Über high leverage word of mouth

Community

Customer-centric

Is it actually helping you?

Some of it you can track, the clicks, the traffic.

Most you can’t. Like that Las Vegas tweet.

The Kicker

Just treat your customers like your best friends – go out of the way for them.

Care about them.

Give without thinking about the ROI.

Questions?

Alexander @ Milkthepigeon.com

Milkthepigeon.com

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