LESSONS LEARNED FROM THE SUMMIT OF MT. EVEREST STEVEN PEARSON Steven Pearson | Friendemic | CEO | [email protected]

LESSONS LEARNED FROM THE SUMMIT OF MT. EVEREST

STEVEN PEARSON

Steven Pearson | Friendemic | CEO | [email protected]


GETTING TO EVEREST BASE CAMP

PREPARATION

TOOLS

TEAM

CLIMBING MT. EVEREST












PREPARATION

TOOLS

TEAM


PREPARE YOUR BUSINESS


Don’t show up at Everest Base Camp unready to climb.

Be ready to have the world see everything

you do.

PREPARE YOUR OBJECTIVES


Awareness

Familiarity

Consideration

Purchase

Loyalty

ORGANIC Your own posts

EARNEDSomeone else’s posts about you

PAIDPaid advertising

What is your social objective?

•Branding?•Impressions?•Conversations?•Web traffic?•Lead submissions?•More positive reviews?•Fewer negative reviews?•Improved SEO?

#1 Reason Everest permit holders don’t make the summit:they decide they don’t want it any more.

PREPARE FINANCIALLY


Social media done right requires at least some knowledge, time and money.

If you expect it to be amazing for no cost or no effort, of course you’ll be disappointed.

Remember you get what you pay for. If you’re paying a vendor $300/mo, don’t expect much.

Mt. Everest is not cheap:•Permit: $12,000•Oxygen: $4,000•Travel: $3,000•Supplies: $6,000•Sherpa Support: $7,000

My total Everest cost: $32,000

For many is it 2-3x that.

PREPARE A SCHEDULE


• Make a content calendar regularly (monthly)• Define objectives and strategy• Sync social with other marketing efforts



PREPARATION

TOOLS

TEAM








REPUTATION TOOLS


• You need to know when you get new reviews online and you need to know quickly. Almost impossible to do well by hand; get yourself a tool!

• Lots of providers; several are extremely low-cost for just the software tool. Some are even free (with severe limitations)

PUBLISHING TOOLS


• Schedule content in advance• Manage multiple networks more efficiently• Inexpensive (or even free with limitations)

ANALYTICS


• Measure the results of your work on social media• Lots of good data for free on insights.facebook.com, analytics.twitter.com• Worth a couple of dollars to get good consolidated reports from a vendor (often

with recommendations / support from an account manager), especially for group management

EFFICIENCY TOOLS


• Tweepi

EFFICIENCY TOOLS


• Tweetdeck



PREPARATION

TOOLS

TEAM






DON’T UNDER-INVEST ON YOUR TEAM


Oh, my 17 year old niece manages my media buys for TV and radio.

Have you ever heard a dealer say…

Let’ s just have our intern or the receptionist manage our website in whatever free time she can scrounge up.

The vendor who does my Google AdWords campaigns doesn’t provide detailed analytics or ROI measurements, but that’s ok. You just can’t measure some things.

Make sure you have the right team on board!

HAVE THE RIGHT TEAM


• Don’t rely on a single person.

• Be prepared for the unexpected but inevitable life events

• Good social media requires multiple, different skillsets

Social done right requires a team



PREPARATION

TOOLS

TEAM













Contact Info

Full Name:

Company:

Job Title :

Email:

Steven Pearson

Friendemic Inc.

CEO

[email protected]

Share an important takeaway you received from this sessionusing hashtag #DD18 for a chance to win an iPad.

Documents

LESSONS LEARNED FROM THE SUMMIT OF MT. EVEREST STEVEN PEARSON Steven Pearson | Friendemic | CEO | [email protected]