The 4 Pillars ofSocial Media Marketing

Created and Presented by

Nicholas Scalice@nscalice

HelloWhat is Social Media?

How Social Media Can Help YouThe 4 Pillars of Social Media Marketing

The “Big Four” PlatformsFinal Thoughts

I do this stuff

at this agency

Who Am I?

Social Media Marketing

Listening and engaging with a target audience using various online platforms in order to

create a transaction

What is Social Media?

• “The phrase ‘social media’ is nothing more than a way of referencing the current state of the Internet.” – Gary Vaynerchuk

• A disruption in the waythe world communicates

• The first medium that has scaledword-of-mouth advertising

• It’s starts with listening

“More Pulling, Less Pushing”

• Personalize your brand

• Maximize every opportunity for engagement

How Should You Use Social Media?

Social Media is about

amplifying what you already do

It’s ping pongrather than

archery

Listen first,then respond

• Years to reach 50 million users:• Radio (38 years)• TV (13 years)• Internet (4 years)• iPod (3 years)

Facebook added 100 millionusers in less than 9 months

Target specific prospects and generate more leads

Build a strong personal brand

Position yourself as an expert in your field

Make yourself more accessible

Get more referrals

Keep in contact with your past clients or customers

Save money on traditional advertising methods

But What Can All of This Help ME do?

Build and optimize your brand image (Identity)

Share what is relevant and valuable (Content)

Generate awareness by getting in front of your audience (Visibility)

Make connections and start conversations (Interaction)

Identity Content Visibility Interaction

The 4 Pillars of Social Media Marketing

IdentityBuild and optimize your brand image

The First Pillar

Sales

Leads

Awareness

Buzz

Thought leadership

Goals: What Do You Want?

How are you different?

Create a brief pitch that is:

Catchy – Why should I remember you?

Unique – How are you different?

Engaging – What makes me want to take action?

What’s Your CUE Statement?

Develop consistent branding, images, titles, biographies, and usernames

Your website is your hub and your home base

Your website must have:

Pages that load fast

An email capture form

Links to your social profiles

A visible CUE statement

A call-to-action on every page

And the #1 secret to a successful site . . .

Your Website is the Central Hub

Your blog is the energy source of your site

4 reasons why you need a blog:

• Get found on search engines for keywords• Establish yourself as a local expert• Show your visitors that you’re staying current• YOU own the content

Having a Blog and Using it Wisely

• In fact, 42% of consumers look to blogs for information about potential purchases

• 52% of consumers say blogs have impacted their purchase decisions

• 57% of marketers have acquired new customers with their blogs

Blogs Convert Readers into Buyers

Source: LeadersWest Digital Marketing Journal

ContentShare what is relevant and valuable

The Second Pillar

2014 is the year of

Content MarketingStart creating guides, eBooks, PDFs,

slides, videos, infographics, etc.

You should start talking about:

Best restaurants, schools, parks, shops, malls

Crime stats, typical weather, demographics

Individual neighborhood profiles

Local businesses, clubs, sports teams, etc.

You CAN Become an Expert

• Write an in-depth review• Create a unique list• Summarize a technical term in simple language• Interview a client, customer or partner• Showcase a new product or service• Report on recent news and events• Invite guest bloggers to provide content• Explain how to do something better• Give an update about your industry• Create “______ of the week” posts

But Really, What Should I Say?

Repurpose Your Content Effectively

VisibilityGenerate awareness by getting in front of your audience

The Third Pillar

Setting Up a Listening Station

+

Use to share content across Twitter,

Facebook, LinkedIn, and Google+ at the ideal times

(BufferApp.com)

Scheduling Your Content

• Every day is a “National Day of” something• March 12th was National Plant a Flower Day– Improve curb appeal by planting a flower

• Check out NationalWhateverDay.com• Incorporate current events into your content• Use trending topics to stay relevant

Timing is Everything

• Find and follow local bloggers• Use Klout to seek out influencers in any niche• Search for specific phrases to find blog posts• Leave short, insightful comments• Don’t try to sell

Commenting on Other Blogs

• You can answer questions anywhere you’d like

• Make it an everyday habit

Answer More Questions

InteractionMake connections and start conversations

The Fourth Pillar

• There is an ideal social media platform for virtually every type of target audience

• Social media is like a cocktail party

Will you join the conversation?

The Conversations are Already Happening

• Understand why people are on Facebook

• Give them a reason to “like” your page

• Boost your EdgeRank

Interaction on Facebook

• Approach Twitter as a way to build relationships

• It’s all about the what’s happening right now

• Dive into multiple conversations

Interaction on Twitter

• Get your profile to “All-Star Status”

• Ask for and give recommendations

• Turn every business card into a connection

Interaction on LinkedIn

• Think of Google+ as a “social layer” for search

• Set up Google Authorship for your articles

• Participate in and host Google+ Hangouts on Air

Interaction on Google+

Final Thoughts

Creating a routine and

analyzing your resultsare what transforms this

into a strategy

What Does a Social Media Routine Look Like?

Above all else, be consistent,

authentic, and honest

Always ask yourself,

“How is this action adding value to others?”

• Follow me on Twitter – twitter.com/nscalice• Like us on Facebook – facebook.com/tengoldenrules

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