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Social Media & Personal Branding 2


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  • 1. Be The Expert with Social Media Matthew O’Brien “Be The Hunted …for In-bound referrals” Social Media and Personal Branding Reputation Analysis (‘Who’ Are You?)
  • 2. Traditional Prospecting Model • Linear Process • # Calls>>#Contacts>>#Presentations>># Sales • Cold Calls = Numbers Game UVP Cold Calls Direct Mail Email Sell Sheets Seminars Knock on Doors Hand Out Business Cards Limited Universe of Prospects Time & Space Dependant Newsletter
  • 3. Social Media Prospecting Model UVP Social Networking Comment Marketing Blog Posts Webinars Follow on Microblogs Larger Universe of Prospects Time & Space Independant RSS Feeds Website Capture Form V Card Widget In-bound Warm Leads - “Referrals” - Seeking Experts
  • 4. What is Social Media? Profiles = Publishing rights …on the top websites
  • 5. Social Media Marketing & Branding OnlineOnline PublishingPublishing HubHub Micro-Micro- BloggingBlogging Videos,Videos, Audio,Audio, PhotoPhoto SocialSocial NetworksNetworks RSSRSS AggregationAggregation ToolsTools Visibility Multiplier Effect Articles,Articles, DocsDocs PRPR ApprovedApproved MonthlyMonthly ContentContent PartnerPartner ContentContent Inbound Links and TrafficInbound Links and Traffic
  • 6. Social Media in Action – Made Easy • 5 Objectives of Social Media – Reputation Management (‘Who’ Are You?) – Branding (The ‘What’) – Marketing (The ‘Where’) – Listening/Engaging (The ‘When’) – Monetization (The ‘Why’) Social Media Marketing and Online Branding for Law Firms
  • 7. ‘Who’ Are You? • Reputation Management – See what you look like online in Google – Establish your niche - “Free Wordtracker” • Plug in terms you use to market you/your business – Become the expert – Influence the Conversation • Define your niche with keywords • What is missing? Social Media Marketing and Online Branding for Physicians
  • 8. ‘What’ Makes You an Expert? – Branding • Become synonymous with terms in your niche –Elevator pitch with niche terms –Redo your content to include niche terms • Generate awareness –Launch Your Content Engine –Publish repurposed content with new terms • Establish/Regain trust Social Media Marketing and Online Branding for Non-Profits
  • 9. ‘Where’ Do You Market? – Content marketing channels • Social Networks: LinkedIn, Google Plus, Rebel Mouse, Facebook, Twitter • MRSS Sites:, – Drive action/traffic • Tag with your URL, Call to Action, Landing Page – Establish need (to collect data) • Whitepapers, special offers, Newsletters Social Media Marketing and Online Branding for CEOs
  • 10. The ‘When’ • Listening/Monitoring/Engaging – Meet your customer on their terms • Setup Google Alerts for your targeted terms • Identify competitors, partners and stay on breaking news – Leverage existing content to increase productivity/word of mouth • Repurpose your content with new information – Form/Change opinion (influence the influencers) • Comment Marketing • LinkedIn Q & A for CEOsSocial Media Marketing and Online Branding
  • 11. ‘Why’ Leverage Social Media • Monetization – Drive wide funnel sales activity (greater suspects/prospects) – Decrease costs of communicating value proposition – Become ‘The Hunted’ Social Media Marketing and Online Branding for Sales Execs
  • 12. Social Media in Action - Made Easy 5 Essential Disciplines of Social Media (The ‘How’) • Blogging – Wordpress, Blogger, Typepad • Social Networking – LinkedIn, Plaxo, Facebook, MySpace • Multi-Media Marketing – Flickr, YouTube, Slideshare, iTunes • Microblogging – Twitter, Plurk • Monitoring – Google Alerts, RSS, Analytics
  • 13. Social Media Marketing 5x5 Action Plan 1. Research terms and become the expert 2. Update your marketing channels ‘profiles’ with new terms from research 3. Redo your online marketing content 4. Update your profile, ask Q’s 5. Automate your social media - Use, or - Use your blog and Twitter update network
  • 14. Matt O’Brien 602.206.8089 @Blogster Mint Social – Content Marketing for Law Firms