rise 2011 presentation: the social media pyramid - unraveling the mystery of social media marketing
DESCRIPTION
Presentation by Rick L'Amie to RISE 2011 Conference, March 7, Austin Texas Content used by permission, Duct Tape MarketingTRANSCRIPT
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
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
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?
• Blog
• 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: [email protected]
• Phone: 512.814.MOXIE (6694)