Social Media is Wonderful

ELASTICITY + HOLY SMOKES!

Fonzales

But the rules have changed …

ELASTICITY + HOLY SMOKES!

Reaching your audience today …

ELASTICITY + HOLY SMOKES! Imgarcade.com

Why is it so hard?

ELASTICITY + HOLY SMOKES! Miguel Angel Aparicio

… and then there’s this …

ELASTICITY + HOLY SMOKES!

What does it all produce?

ELASTICITY + HOLY SMOKES!

The winners produce the signal

ELASTICITY + HOLY SMOKES!

The signal is the better train wreck

ELASTICITY + HOLY SMOKES!

And this is where we’re headed

ELASTICITY + HOLY SMOKES!

So what do you do?

Mike Baldwin

Ask who makes your audience say, “That is awesome!?” And work with them.

- Me. Just now.

(Tweet that!)

There are paid and premium tools …

But you must curate!

Then there’s the free way …

• Search for “Top Blogs in

XXXX” lists

• Find blogs and tweets

about related brands –

Who’s posting them?

• Ask your core customers

who they read

• Research those authors

There are even free tools …

But understand context!

268,000 Facebook Fans

51,000 Twitter Followers

But understand context!

But understand context!

A resource …

Just Google:

“Social Media

Explorer Influencer

Identification

Tools”

Look for media kits

• Page or PDF easily

accessible

• Outlines the types of

sponsorships they offer

• Prices for sponsored posts,

guest posts, AND social

sharing/activation

• Links to examples/proof

They show us their audience

• Illustrate who your audience

is

• Traffic numbers,

demographics, social

behaviors, interest graph

• Quantcast, Compete, Cision

data

• The better = more relevant

They offer proof … honestly

RESULTS

• 256 million total impressions;

• 91 major national media hits;

• 43,700 visits to the Facebook app;

• 157,000 separate points of engagement;

• Most tax returns filed in a single year;

• Competitor Intuit acknowledged HRB’s aggressive outreach to a younger demographic in their earnings call.

Ask for proof!

• Lifestyle blogger

• 60,000 monthly uniques***

• 250,000 PV/Month

• 2,000 people per day X 5

• 10,000 @ $750 per post

• $13.33 per impression

And then there’s this …

• Parenting.com

• 2.1 MM monthly uniques

• $15 per 1,000 impressions

for an ad

• Even if impression in post

is worth 10X more?

• $6.33 per impression

Look for those who understand PR

• Respond well to your desire

to be relevant and reliable

• Understands the need for

organic and paid placements

• Consider sharing organic

content as relationship-

building

• Don’t always have a hand

outiStockPhoto.com

You’ll have to compromise something …

Reach

CostEffectiveness

Partner Attitude

Food for Thought

David Schrader

Yes, there are greedy, egotistc bloggers. But the good ones can drive passionate consumers to care about your brand.

- Me. Just now.

(TWEET THAT!)

Jason Falls

Elasticity

@JasonFalls

goelastic.com

100proofshow.com

jasonfalls.com

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