social media defined for entrepreneurs and executives
Post on 17-Oct-2014
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What is Social Media? How does Social Media Work? As a busy entrepreneur or executive, how can I leverage Social Media? All your questions (and more) are answered here for you...TRANSCRIPT
INTRODUCTIONINTRODUCTION
Social media is a Social media is a
conversation online.conversation online.
Look Look whowho’’s talkings talking::
oo your your customerscustomers
oo your your employeesemployees
oo your your investorsinvestors
oo your your criticscritics
oo your your fansfans
oo your your competitioncompetition.... ....
oo anyone who has anyone who has internetinternet
access and an access and an opinionopinion..
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
The conversation is The conversation is notnot::
oo controlledcontrolled
oo organizedorganized
oo ““on messageon message””
The conversation The conversation isis::
oo organicorganic
oo complexcomplex
oo speaks in a speaks in a human voicehuman voice
Social media is Social media is not a not a
strategystrategy or a or a tactictactic ––
itit’’s simply a s simply a channelchannel..
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
oo Social NetworksSocial Networks
oo News & News & BookmarkingBookmarking
oo BlogsBlogs
oo MicrobloggingMicroblogging
oo Video SharingVideo Sharing
oo Photo SharingPhoto Sharing
oo Message boardsMessage boards
oo WikisWikis
oo Virtual RealityVirtual Reality
oo Social GamingSocial Gaming
oo Related:Related:
oo PodcastsPodcasts
oo Real Simple Syndication (RSS)Real Simple Syndication (RSS)
oo Social Media Press ReleaseSocial Media Press Release
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
The The power power to to define define and and control control a a brand brand
isis shifting shifting from from corporationscorporations and and institutionsinstitutions
to to individualsindividuals and and communitiescommunities..
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
oo 9191% say consumer reviews are the % say consumer reviews are the #1 aid to buying #1 aid to buying
decisionsdecisions -- JC Williams GroupJC Williams Group
oo 8787% % trust a friendtrust a friend’’s recommendation s recommendation over criticover critic’’s s
review review -- Marketing Marketing SherpaSherpa
oo 33 times more likely to times more likely to trust peer opinions over trust peer opinions over
advertising for purchasing decisionsadvertising for purchasing decisions -- Jupiter Research Jupiter Research
oo 11 wordword--ofof--mouth conversation has mouth conversation has impact of impact of
200 TV ads200 TV ads -- BuzzAgentBuzzAgent
* * Slide courtesy of Digital Influence GroupSlide courtesy of Digital Influence Group
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
Social media sites are the fastestSocial media sites are the fastest--growing category on the growing category on the
web, doubling their traffic over the last year. web, doubling their traffic over the last year.
oo 7373% of active online users have % of active online users have read a blogread a blog
oo 4545% have started % have started their own blogtheir own blog
oo 3939% subscribe to an % subscribe to an RSS feedRSS feed
oo 5757% have joined a % have joined a social networksocial network
oo 5555% have uploaded % have uploaded photosphotos
oo 8383% have watched % have watched video clipsvideo clips
Universal McCannUniversal McCann’’s Comparative Study on Social Media Trends, s Comparative Study on Social Media Trends,
April 2008. 17,000 respondents from 29 countries, *using interneApril 2008. 17,000 respondents from 29 countries, *using internet t
at least every other dayat least every other day
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
Social media can help you in all stages of your PR Social media can help you in all stages of your PR
campaign: campaign:
oo researchresearch
oo strategic planningstrategic planning
oo implementationimplementation
oo evaluationevaluation
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
oo Learn Learn what people are saying what people are saying about youabout you
oo CreateCreate buzz buzz for events & campaignsfor events & campaigns
oo Increase Increase brand exposurebrand exposure
oo Identify and recruit influencers to Identify and recruit influencers to spread your messagespread your message
oo Find Find new opportunities new opportunities and and customerscustomers
oo SupportSupport your products and servicesyour products and services
oo Improve your Improve your search engine visibilitysearch engine visibility
oo Gain Gain competitive intelligencecompetitive intelligence
oo Get your Get your message out fastmessage out fast
oo Retain clients by establishing a Retain clients by establishing a personal relationshippersonal relationship
oo Be an Be an industry leader industry leader –– not a followernot a follower
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
ReachReach
oo Website visits / viewsWebsite visits / views
oo volume of volume of
reviews/commentsreviews/comments
oo Incoming linksIncoming links
Action & InsightAction & Insight
oo Sales inquiriesSales inquiries
oo New businessNew business
oo Customer Satisfaction / Customer Satisfaction /
loyaltyloyalty
oo Marketing efficiencyMarketing efficiency
Engagement & InfluenceEngagement & Influence
oo Sentiment of Sentiment of
reviews/commentsreviews/comments
oo Brand affinityBrand affinity
oo Commenter Commenter
authority/influenceauthority/influence
oo Time spentTime spent
oo Favourites / Friends / FansFavourites / Friends / Fans
oo Viral forwardsViral forwards
oo Number of downloadsNumber of downloads
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
Source: The Digital Influence Group, Measuring the Influence of Social Media
10 KEYS10 KEYSTO TO SOCIAL MEDIA SOCIAL MEDIA
SUCCESSSUCCESS
KEYS TO SUCCESSKEYS TO SUCCESS
oo Experiment Experiment personallypersonally
before professionallybefore professionally
oo Try a Try a varietyvariety of social of social
media toolsmedia tools
oo Be Be yourselfyourself, make some , make some
friendsfriends, and , and shareshare
KEYS TO SUCCESSKEYS TO SUCCESS
oo Spend time upfront Spend time upfront
planningplanning how you will how you will
use social mediause social media
oo Think Think POSTPOST::
oo PPeopleeople
oo OObjectivesbjectives
oo SStrategytrategy
oo TTechnologyechnology
KEYS TO SUCCESSKEYS TO SUCCESS
oo Find where your Find where your
audienceaudience is participating is participating
and and indentifyindentify the the
influencersinfluencers
oo Read industry blogs Read industry blogs (including comments)(including comments)
oo Google your company Google your company
name & your competitionname & your competition
oo Find tools Find tools that can help that can help
you listenyou listen
KEYS TO SUCCESSKEYS TO SUCCESS
oo Avoid Avoid pufferypuffery
(people will ignore it)(people will ignore it)
oo Avoid Avoid evasionevasion and and lyinglying
(people (people wonwon’’t t ignore it)ignore it)
oo Companies have watched Companies have watched
their their biggest screwbiggest screw--up's up's
rise to the top 10 of a rise to the top 10 of a
Google searchGoogle search
oo Admit your mistakes Admit your mistakes
right awayright away
KEYS TO SUCCESSKEYS TO SUCCESS
oo DonDon’’t be afraid t be afraid to share. to share.
Corporations, like people, Corporations, like people,
need to share information need to share information
to get the value out of to get the value out of
social media social media
oo Make your content easy Make your content easy
to shareto share
oo Incorporate Incorporate tools that tools that
promote sharing:promote sharing:
oo Share This, Share This, RSS feeds, RSS feeds,
EmailEmail a frienda friend
KEYS TO SUCCESSKEYS TO SUCCESS
oo Don't Don't shoutshout. Don't . Don't
broadcastbroadcast. Don. Don’’t t bragbrag. .
oo Speak like yourself Speak like yourself –– not not
a corporate marketing a corporate marketing
shill or press secretaryshill or press secretary
oo Personify your brand Personify your brand ––
give people something give people something
they can relate to.they can relate to.
KEYS TO SUCCESSKEYS TO SUCCESS
CASE STUDYCASE STUDY
oo Think like a Think like a contributorcontributor, ,
not a marketernot a marketer
oo Consider what is Consider what is relevant relevant
to the communityto the community before before
contributingcontributing
oo DonDon’’t promote t promote your your
product on every postproduct on every post
oo Win friends by Win friends by promoting promoting
other peopleother people’’s content s content if if
it interests youit interests you
KEYS TO SUCCESSKEYS TO SUCCESS
oo DonDon’’t try to delete t try to delete or or
remove criticism (it will remove criticism (it will
just make it worse)just make it worse)
oo ListenListen to your detractorsto your detractors
oo AdmitAdmit your shortcomingsyour shortcomings
oo Work openly Work openly towards an towards an
explanationexplanation and and
legitimate legitimate solutionsolution
KEYS TO SUCCESSKEYS TO SUCCESS
oo DonDon’’t wait until you t wait until you
have a campaign have a campaign to to
launch launch -- start planning start planning
and listening nowand listening now
oo Build relationships Build relationships so so
theythey’’re ready when you re ready when you
need themneed them
KEYS TO SUCCESSKEYS TO SUCCESS
oo You You need buy in from need buy in from
everyone everyone in the in the
organizationorganization
oo Convince your CEO Convince your CEO that that
social media is relevant to social media is relevant to
your organizationyour organization
oo Get your communications Get your communications
team together, discuss team together, discuss
the options, then divide the options, then divide
and conquerand conquer
KEYS TO SUCCESSKEYS TO SUCCESS
THE TOOLSTHE TOOLS
SOCIAL MEDIA
TOOLSSOCIAL MEDIASOCIAL MEDIA
TOOLSTOOLS
oo Social NetworksSocial Networks
oo News & News & BookmarkingBookmarking
oo BlogsBlogs
oo MicrobloggingMicroblogging
oo Video SharingVideo Sharing
oo Photo SharingPhoto Sharing
oo Message boardsMessage boards
oo WikisWikis
oo Virtual RealityVirtual Reality
oo Social GamingSocial Gaming
oo Related:Related:
oo PodcastsPodcasts
oo Real Simple Syndication (RSS)Real Simple Syndication (RSS)
oo Social Media Press ReleaseSocial Media Press Release
THE TOOLSTHE TOOLS
oo People and organizations People and organizations
connect connect andand interact interact
with friends, colleagues with friends, colleagues
and fansand fans. .
oo Facebook Facebook and and MySpaceMySpace
pages provide a micro pages provide a micro
site for your business site for your business
within the social within the social
framework.framework.
THE TOOLSTHE TOOLS
oo create create online profilesonline profiles
oo share share photosphotos, , videovideo, and , and
audioaudio,, linkslinks
oo send privatesend private message and message and
instant instant messagemessage
oo learn more learn more about people and about people and
organizationsorganizations
oo join join groups groups and gain and gain fansfans
THE TOOLSTHE TOOLS
DoDo
oo create a page create a page to promote your to promote your
brandbrand
oo point your fans to point your fans to your your
company blogcompany blog or contestor contest
oo encourage a encourage a discussiondiscussion and and
participateparticipate frequently frequently
oo explore targeted advertising explore targeted advertising
opportunitiesopportunities
DonDon’’tt
oo create a page andcreate a page and fail to fail to
maintainmaintain itit
oo try a try a hard sell hard sell approachapproach
oo censorcensor commentscomments
oo spamspam your fans/friends with your fans/friends with
frequent private messages frequent private messages ––
youyou’’ll drive them awayll drive them away
oo post post falsefalse informationinformation
THE TOOLSTHE TOOLS
oo Social Social bookmarkingbookmarking sites sites
allow users to allow users to savesave, ,
shareshare, , organizeorganize, ,
commentcomment on and search on and search
webpage webpage bookmarksbookmarks
oo Community votes Community votes on on
your submissions so they your submissions so they
either rise to the top or either rise to the top or
drop to the bottomdrop to the bottom
THE TOOLSTHE TOOLS
DoDo
oo link to relevant articles link to relevant articles about about
news in your fieldnews in your field
(not just your own content)(not just your own content)
oo make friends make friends with other with other
bookmarkers in a legitimate bookmarkers in a legitimate
wayway
oo respect the respect the terms of serviceterms of service
oo ((redditreddit allows selfallows self--promotion, promotion,
diggdigg does not)does not)
DonDon’’tt
oo spamspam by consistently by consistently
bookmarkingbookmarking your own your own
materialmaterial
oo cheat by tagging cheat by tagging your your
bookmarks with irrelevant bookmarks with irrelevant
popular keywordspopular keywords
oo open multiple accounts and open multiple accounts and
vote for yourself vote for yourself –– youyou’’ll be ll be
exposedexposed
THE TOOLSTHE TOOLS
oo A blog is a website with A blog is a website with
regular entries of regular entries of
commentary commentary or or newsnews
oo Blogs serve to establish Blogs serve to establish
your company as your company as
transparenttransparent, , relevantrelevant, ,
activeactive, and , and expertexpert
THE TOOLSTHE TOOLS
oo engage in engage in dialogue dialogue with your with your
customerscustomers
oo improve your improve your search engine search engine
visibilityvisibility
oo promote promote product launches product launches
andand eventsevents
oo gain gain expert status expert status by by
providing useful tipsproviding useful tips
THE TOOLSTHE TOOLS
DoDo
oo post on a post on a regularregular scheduleschedule
oo encourage conversation by encourage conversation by
asking questionsasking questions
oo respond to customersrespond to customers' '
questions and concernsquestions and concerns
oo use a few use a few bloggersbloggers from your from your
company for more viewpointscompany for more viewpoints
oo post product reviews from post product reviews from
customers or industry expertscustomers or industry experts
DonDon’’tt
oo write press releases write press releases –– be real be real
about why something is about why something is
excitingexciting
oo let complaints go let complaints go unansweredunanswered
oo make users register to make users register to
comment comment –– they wonthey won’’t bothert bother
oo deletedelete fair but critical fair but critical
commentscomments
THE TOOLSTHE TOOLS
oo MicroblogsMicroblogs are blogs are blogs
limited to a sentence or limited to a sentence or
two (about two (about 140 140
characterscharacters))
oo People use People use microbloggingmicroblogging
to to follow their friendsfollow their friends
oo Companies use it to Companies use it to
market their product or market their product or
services by services by giving them giving them
a voice/identitya voice/identity..
THE TOOLSTHE TOOLS
oo promote contestspromote contests
oo share timely informationshare timely information
oo spread useful linksspread useful links
oo personify your brandpersonify your brand
oo build credibility and influencebuild credibility and influence
oo follow competitorsfollow competitors
THE TOOLSTHE TOOLS
DoDo’’ss
oo sound like someone who just sound like someone who just
happens to work at your happens to work at your
companycompany
oo put a friendly face on your put a friendly face on your
productproduct
oo pose and answer questionspose and answer questions
oo announce sales, deals, news, announce sales, deals, news,
updates, and updates, and build buzz build buzz for for
big releases or eventsbig releases or events
Don'tsDon'ts
oo sound like a press releasesound like a press release
oo spam with constant links to spam with constant links to
your company website, either your company website, either
in tweets or private messagesin tweets or private messages
THE TOOLSTHE TOOLS
THE TOOLSTHE TOOLS
oo Video sharing sites let Video sharing sites let
you you upload videos upload videos and and
shareshare them with people.them with people.
oo TheyThey’’re a perfect re a perfect
repository for repository for video video
blogsblogs, taped , taped seminarsseminars, ,
witty witty Power PointsPower Points, ,
commercialscommercials, , howhow--toto’’ss
and a behindand a behind--thethe--scene scene
look at your organization.look at your organization.
THE TOOLSTHE TOOLS
oo helps you helps you gain exposure gain exposure and and
direct traffic direct traffic back to your back to your
websitewebsite
oo sparks interest sparks interest without a without a
hardhard--sell sell
oo videos can be videos can be lowlow--fifi and and
cheap to producecheap to produce --
immediacy and content is more immediacy and content is more
important than quality. important than quality.
oo videos can be a place to videos can be a place to
showcase your leadership showcase your leadership in in
a field, anda field, and spread customer spread customer
testimonialstestimonials
THE TOOLSTHE TOOLS
DoDo
oo be be informativeinformative, , usefuluseful, or , or
entertainingentertaining
oo create a create a summarysummary and and
detailed descriptiondetailed description
oo post post video replies video replies to othersto others
oo allow allow commentingcommenting and and
participateparticipate in the conversationin the conversation
oo save bandwidth costs on your save bandwidth costs on your
website by website by hosting videos on hosting videos on
YouTubeYouTube
DonDon’’tt
oo just upload just upload infomercialsinfomercials
oo be afraid to be afraid to experimentexperiment until until
find a formula that works.find a formula that works.
oo pull down other peoplepull down other people’’s s
videos videos showcasing your showcasing your
product for copyright product for copyright
infringementinfringement
oo make your video longer than it make your video longer than it
needs to be needs to be –– keep it concise keep it concise
and entertainingand entertaining
THE TOOLSTHE TOOLS
oo Photo sharing sites give Photo sharing sites give
you a place to you a place to uploadupload
and and organize organize your your
photosphotos
oo You can You can invite friends invite friends to to
check out your photos check out your photos
and people can find your and people can find your
photos by searching for photos by searching for
the keywords (the keywords (tagstags) you ) you
apply to your photos.apply to your photos.
THE TOOLSTHE TOOLS
oo detail the detail the launch of a new launch of a new
productproduct, from initial sketches , from initial sketches
to the launch partyto the launch party
oo promote promote special eventsspecial events, ,
charitable campaignscharitable campaigns, , and and
awards ceremoniesawards ceremonies
oo provide an provide an inside look inside look at your at your
organization, making it appear organization, making it appear
glamorousglamorous, , busybusy, , funfun, or , or
innovativeinnovative
THE TOOLSTHE TOOLS
DoDo
oo tagtag your photos with relevant your photos with relevant
keywordskeywords
oo use your web site address or use your web site address or
brand name brand name as your as your FlickrFlickr
screen namescreen name
oo upload quality photos of your upload quality photos of your
products/servicesproducts/services, and things , and things
related to your businessrelated to your business
oo link prominently from your web link prominently from your web
site to your site to your FlickrFlickr photostreamphotostream
DonDon’’tt
oo stuff linked keywords into stuff linked keywords into
your photo descriptions your photo descriptions or or
commentscomments
oo plaster your URL plaster your URL all over the all over the
photos you uploadphotos you upload
oo discourage people from discourage people from
using your photos using your photos (as long (as long
as they provide attribution such as they provide attribution such
as a link back to your website)as a link back to your website)
oo An Internet forum, or An Internet forum, or
message board, is a message board, is a
bulletin board system in bulletin board system in
the form of a discussion the form of a discussion
sitesite
oo conversation takes place conversation takes place
between between registered registered
membersmembers who who post post
topicstopics (threads) and (threads) and
make make public comments public comments
(posts) on those threads (posts) on those threads
THE TOOLSTHE TOOLS
Do Do
oo keep the message board active keep the message board active
by by regularly participating regularly participating in in
the conversationthe conversation
oo collect minimal information collect minimal information
during registration during registration
oo keep focus and attract users by keep focus and attract users by
clearly identifying your clearly identifying your
community community purpose and purpose and
target audiencetarget audience
oo promote promote popular discussions popular discussions
throughout your websitethroughout your website
DonDon’’tt
oo build it and build it and expect people to expect people to
start participating start participating without without
encouragement and seedingencouragement and seeding
oo forget to forget to moderatemoderate --
spammers and trolls will drive spammers and trolls will drive
users awayusers away
oo censorcensor or allow militant or allow militant
moderators to take too much moderators to take too much
control control over the conversation. over the conversation.
You want to encourage open You want to encourage open
discussion, not stifle it.discussion, not stifle it.
THE TOOLSTHE TOOLS
THE TOOLSTHE TOOLS
oo A A podcastpodcast is a is a series of audio series of audio
or video files or video files which is which is
distributed by syndicated distributed by syndicated
download to your computer, for download to your computer, for
use on an MP3 player or use on an MP3 player or
computer.computer.
oo Podcasts can be simple Podcasts can be simple
recordings of recordings of conversationsconversations, ,
presentationspresentations, , or interviews or interviews
oo TheyThey’’re a chance to provide re a chance to provide
build an audience build an audience around around
your brand or message.your brand or message.
THE TOOLSTHE TOOLS
DoDo’’ss
oo come up with a format come up with a format ((form, form,
topic, and duration)topic, and duration)
oo prepare donprepare don’’t script t script (or you(or you’’ll ll
sound stiff)sound stiff)
oo use a good microphone use a good microphone (but (but
no need to over produce)no need to over produce)
oo promote your promote your podcastpodcast on on
your website and your website and podcastpodcast
directoriesdirectories
DontDont’’ss
oo worry about lengthworry about length
oo invest in a lot of equipment invest in a lot of equipment ––
simple tools and software are simple tools and software are
all you need to get goingall you need to get going
oo leave too much time leave too much time
between between podcastspodcasts –– it could it could
prevent you from building an prevent you from building an
audienceaudience
THE TOOLSTHE TOOLS
oo RSS is a way for content RSS is a way for content
publishers to make publishers to make blog blog
entriesentries, , newsnews headlinesheadlines, ,
eventsevents, , podcastspodcasts and and
other content available to other content available to
subscribers.subscribers.
oo an effective way to an effective way to
distribute your content distribute your content
and and lead users back lead users back to to
your websiteyour website
THE TOOLSTHE TOOLS
THE TOOLSTHE TOOLS
DonDon’’t t
oo offer RSS feeds for your offer RSS feeds for your
websitewebsite’’s s blogblog, , newsnews, , eventsevents, ,
and and podcastspodcasts
oo subscribe to RSS feeds subscribe to RSS feeds
relevant to your industry or relevant to your industry or
interestsinterests
oo include a include a titletitle and and descriptiondescription
only so subscribers need to only so subscribers need to
visit your site for the full storyvisit your site for the full story
oo track your subscriberstrack your subscribers
DonDon’’t t
oo spam your subscribers by spam your subscribers by
including excessive advertising including excessive advertising
in your RSS feedin your RSS feed
oo go overboard go overboard –– limit RSS feeds limit RSS feeds
to content frequently updatedto content frequently updated
oo freak out when a freak out when a sploggersplogger
hijacks your content hijacks your content –– this this
could actually help your search could actually help your search
engine rankengine rank
THE TOOLSTHE TOOLS
SOCIAL MEDIA SOCIAL MEDIA
MYTHSMYTHS
THE MYTHSTHE MYTHS
““Social media is Social media is just a fad just a fad –– it will go away.it will go away.””
THE MYTHSTHE MYTHS
““Social media is Social media is
inexpensiveinexpensive..””
THE MYTHSTHE MYTHS
““If we put our content online If we put our content online
wewe’’re just re just giving our giving our
expertise away expertise away for free!for free!””
THE MYTHSTHE MYTHS
““Social media might work for Social media might work for
certain industries and business models certain industries and business models
but it wonbut it won’’t work for ust work for us..””
THE MYTHSTHE MYTHS
““Tell the programmers to set up that Tell the programmers to set up that
social media thingsocial media thing…….and get them to .and get them to
make it viral make it viral while theywhile they’’re at it!re at it!””
THE MYTHSTHE MYTHS
““YouTubeYouTube is that site for funny is that site for funny
cat videos cat videos –– youyou’’ll ll cheapen cheapen
our brand our brand by putting by putting
our video on there!our video on there!””
THE MYTHSTHE MYTHS
““II’’ve started a Facebook page so Ive started a Facebook page so I’’ve ve
got social media coveredgot social media covered!!””
THE MYTHSTHE MYTHS
““If we just delete all negative comments If we just delete all negative comments
no one will see themno one will see them..””
THE MYTHSTHE MYTHS
““No seriously, No seriously, I donI don’’t think t think
anyone will noticeanyone will notice if we if we
delete those negative comments.delete those negative comments.””
THE MYTHSTHE MYTHS
““If we build it If we build it they will comethey will come..””
THE MYTHSTHE MYTHS
““Social media is for Social media is for kidskids..””
THE MYTHSTHE MYTHS
““We We cancan’’t measure t measure social media results.social media results.””
THE MYTHSTHE MYTHS
““We have to figure this all out We have to figure this all out beforebeforewe start using social media.we start using social media.””
THE MYTHSTHE MYTHS
““Social Media is Social Media is hardhard..””
THE MYTHSTHE MYTHS
““Social Media is Social Media is easyeasy..””
THE MYTHSTHE MYTHS
Get HELPGet HELP(Professionally) with Your(Professionally) with Your
SOCIAL MEDIA SOCIAL MEDIA
MARKETINGMARKETING
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