But it Sure Does $ELL

Why Does SEX - Sell ????

Because as humans we are driven to fulfill our Wants, Needs & Desires.

Social - Wants Needs & Desires

• Look Good • Have Fun • Social Life • Freedom • Choices • Acceptance • Better Life • Be Connected • Companionship

What are we Really Talking About?

• Emotions - are the key element in Social Media. When you post a Picture, a Video or make a Comment, you must impart your PASSION!

• Remember - if it does not touch me, make me feel something, chances are you will never hear from me or get to know me as a friend or consumer.

• BECAUSE WE ARE “SOCIAL CREATURES.”

• We are driven by Wants, Needs & Desires

• Because It makes you FEEL Something.

• It has a LOOOOOONG Shelf Life!

• Its Delivery is Instantaneous!

• Its Reach is Infinite.

• Its Gone MOBILE!

So Why Does Social Media Sell?

Why is Social Reach Important?

Kim Kardashian gets paid $10,000 per Twitter endorsement.

(Recent plugs have been for ShoeDazzle.com and CVS.)

How to use a Liability as an Asset

QUESTION? How much would you pay for Charlie Sheen to represent your product? Can his reputation still be leveraged?

Charlie Sheen was paid about $50,000

• Per tweet – “It was worth it Sheen’s tweet for Internships.com generated 95,333 clicks in the first hour and 450,000 clicks in 48 hours, created a worldwide trending topic out of #tigerbloodintern, attracted 82,148 internship applications from 181 countries, and added 1 million additional visits to Internships.com”

• That is .60 per application!

http://ohnotheydidnt.livejournal.com Source 1/28/2012 Oh No they Didn’t!

WHAT ARE THEY DOING?

Social Media Marketers & Agencies are Clever.

• They are Hunting for NEW BUSINESS, they go where the most Eyes, Ears & Potential Clients can be found. They are using an old marketing (Tactic) in the New World of Social Media.

They are Playing

Hounds to the Hunters

Increased Traffic is your PRIZE !

If you were a Hunter what would your prize be?

Hunters – have often used Hounds to assist in the capture of their prize.

Hounds to the Hunters???

• Social Media or the Hound’s job is to provide a vast array of communication methods where captivating content can be provided to any number of viewers or followers.

• The captivating content in turn entices followers to continue their journey. It leads them where you want them to go, it...

• The Website or HUNTER’S job is to provide a platform to host content “Who you are & what’s your Product or Service.”

• The Website content presents unique calls to action. The job of a call to action, is to….

Social Media Tools of the Trade

Visitors Have Powerful Voices

Leverage their Social Networks to Broadcast your Message.

What Do I Do With All This?

Get Visitors to Testify

Executive Summary In June 2011, the digital marketing team at Charles Schwab rolled out its Clients Speak client ratings and reviews service. To date, Charles Schwab customers have written more than 1,000 mostly positive reviews.

Charles Schwab Boosts Acquisition With Online Ratings & Reviews

A Focus On Transparency And Customer Acquisition Drives Early Success

Consumers TRUST

Consumers.

Why are Comments & Ratings Important?

• Consumer reviews are significantly more trusted - nearly 12 times more -- than descriptions that come from manufacturers, (eMarketer, February 2010)

• 90% of consumers online trust recommendations from people they know; 70% trust opinions of unknown users. (Econsultancy, July 2009)

• Consumers were willing to pay between 20 to 99% more for a 5-star rated product than for a 4-star rated product, depending on the product category. (comScore/Kelsey, October 2007)

Videos Get the Message Across!

• Nearly 64% of respondents had watched a user-generated video review, and more than three-quarters of that group said it helped them make a purchase decision—either for or against a product or brand. 81.3% listed the ability to see the product in action as their favorite thing about video reviews. (Internet Retailer, June 2010)

46 years of Video is watched each day on YouTube

It is Important to be LIKED! • THE #1 REASON PEOPLE PRESS THE A

FACEBOOK “LIKE” BUTTON IS TO RECEIVE PROMOTIONS AND DISCOUNTS. In other words, when consumers are on Facebook, what we are saying to brands is “talk to me because if I like what you do for me, I’m going to be your biggest fan.”

Internet Marketing Plan of Action For Your Community

I Don’t Have The TIME

(Richism) -”Time is our enemy, and she is a merciless enemy who never sleeps.”

• “Unless you Clone me, there is just no way I can get more work done!”

• “Force Multiplier” - refers to a factor that dramatically increases (hence "multiplies") the

effectiveness of an item or group.

• Get Ready to meet your “Force Multiplier”

Hoot Suite.com The “Batch - Fax” of Internet & Social Messaging

CVB’s Strength Is Its Membership

1. Set up a Community Blog

2. Have members submit compelling articles i.e.

• “Why I love Dickson County”

• “My 3 - favorite places to eat in town are… & why”

• “5 - Things that a visitor to my town MUST DO!”

3. Get visitors involved, invite them to comment.

4. Develop GREAT E-mail & Social Media Database

5. Use HootSuite “Broadcast” your Social Message.

Blog

• I suggest Wordpress.org

Hosted on the same

server as your

existing web site.

What is a Blog? - Do you Blog?

Todays Blogs look just like websites. The advantage of a BLOG (Web-Log) over a static website, is that it allows the opportunity to speak to & with visitors.

What do you do with a Blog?

•Produce - your own content, Video to PDF white page documents.

•Commentator - communicator / the voice of your product.

•Gather - valuable online book marks and comments about your product.

•Join - other social networks and groups, open conversations.

•Observe-other social media superstars watch what they do.

Cross Promote Video & Photos • Cross promote all

Videos on Blog- by linking videos from YouTube Channel to Blog.

• Each time you produce a new video or post photos, send a message to fans & followers on Twitter, Linked-In & Facebook.

Facebook -

Facebook- (Best Practice)

Use it for online branding; Facebook’s strength lies in it’s ability to convey passion & elicit emotion. Leverage your contact’s friends list. “Share the Love” well-planned commentary can excite peripheral clientele as never before.

Make your Fan’s Friends - Your NEW Fans

Be who you are, be transparent… people fall in love with people, not companies & great soulless creatures.

TripAdvisor = Reputation Management

If a social media platform is not bringing in business but still carries weight and has value, (Tactic) - utilize it as a tool.

65% of People Surveyed Stated “A management response would sway travel decisions”

In the overall scheme, TripAdvisor provides businesses with a great venue to show off their public relations & customer service skills.

Social Media Goal Setting

2011 Actual Facebook -Likes Insert Present # of Likes

2012 Goal Facebook -Likes Insert Goal #

2011 Actual YouTube Views Insert Present # of Videos viewed

2012 Goal YouTube Views Insert Goal #

2011 Actual Tweets & Followers Insert Present # of T & F

2012 Goal Tweets & Followers Insert Goal #

2011 Actual Blog Followers Insert Present # of Blog Followers

2012 Goal Blog Followers Insert Goal #

2011 Actual E-News Subscribers Insert Present # of Subscribers

2012 Goal E-News Subscribers Insert Goal #

Sample Action Plan

Congratulations! You are on your way to being a Digital Producer.

Let’s Get Analytical

Richism- “Analytics are your Web/Social P&L Statement”

• Be sure that your association is using some kind of analytics program on both its web site and its blog. I.e. Google Analytics, Webstats, Urchin.

• Get used to measuring traffic, know what information generates the greatest traffic.

(Feed the Visitor more of what they like, keep engaging the Visitors.)

Web Analytics are your Online

P&L - Statement

Thank You for Your Time

I Invite you to Follow Me

rich@therichestweb.com (865) 242-1700

Download this presentation at http://therichestweb.com/downloads