This presentation is social media 101 for professionals (veterinarians, dentists, chiropractors, lawyers) and small business. Includes a 10 step action plan to get going.

1. Dead Simple Social Media Series
Proven Social Media Action Plan for
Professionals & Small Business
Presenter: Doug Hay, CEO

2. Presenter: Doug Hay
• Early adopter of Internet
marketing & social media
• 30 year marketing veteran
• Sought after speaker -
presented at local, regional
and national conferences
• Lectured at two universities
for the Sales & Marketing
Executives program

3. Our Services For Small/Medium Biz
• Website design & programming
• Social Media consulting,
implementation & training
• Small business SEO – Search
Engine Optimization: Keywords,
link building & content creation.
• Press release writing, optimization
and reporting
• Blog set up, strategy, and training
• Email programs
• Online reputation management
• Video production & marketing
• Staff training
Ask for a complementary consultation

4. Free Consultation on Your
Internet Action Plan
A $250 Value
Email or Call Today!
Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306
Toll Free: 877-226-3823

5. Agenda
• Presentation
• Q&A – write questions in Webinar
questions console.
• They will be answered at the end of the
presentation.
To get a copy of the presentation
email:
doug@doughayassoc.com

6. Dead Simple Social Media Series
• Social media overview
• Blogging
• Google+
• Facebook
• Twitter
• Pinterest
• LinkedIn
• Using a Dashboard
• Content Marketing

7. Social Media: Describes the online
tools that people use to share
content, profiles, opinions,
insights, experiences,
perspectives and media itself, thus
facilitating conversations and
interaction online between
groups of people.
- Brian Solis, author

11. Image credit: www.technoligence.com/

12. Inbound Marketing
Visible
website
Newsletters Blogging
Optimized
Educational
press
articles
releases
Social
Video
media

13. Photo credit: http://campcreative.net

15. People expect to
access information
anywhere, anytime,
and on any device.
—John Chambers, CEO of Cisco
Systems, Inc.

17. You can buy attention
(advertising). You can beg for
attention from the media (PR).
You can bug people one at a
time to get attention (sales). Or
you can earn attention by
creating something interesting
and valuable and then
publishing it online for free.‖
–David Meerman Scott, Best-Selling
Author & Speaker

21. The Social Web is Coming
“We are moving away from a Web that connects
documents together to a Web that connects people
together...We are now seeing the things we have
done socially for thousands of years move online.
“The emergence of the social Web is simply the
our online world catching up with our offline
world...The social Web will grow, become
mainstream, and eventually simply be known as
the Web.”
- Paul Adams, author of "Grouped" and a
former Googler now working at Facebook:

22. “In case you didn't get the memo, the sky is
falling on the advertising agency business. Why?
Because many of things we've been doing for
clients just don't work anymore. Fault the
consumer. The consumer doesn't want to be
interrupted with messages.
“They're not listening; not reading; not watching.
It's no longer about what you say about your
client; it's about what the consumer says about
your client that counts. Sadly, the advertising
world as we knew it -- as we grew up in it, as we
aspired to be part of it, is no longer the same
advertising world.” - Joel Cohen, AmericanAdAgencies.com

23. “People buy from
people they like”
- Teana McDonald, founder of My Little
Diva Accessories, as quoted by The
Miami Herald

24. Almost 90% cite the use of
Facebook and 70% the use of
Twitter as a primary source of news
and information when following,
sharing or posting – more than twice
that of the Wall Street Journal and
significantly more than CNN.
- 2012 Social Media News Survey conducted by TEKGROUP

26. Old Marketing
Advertising
Cold Calling
Prospect
Bulk mail

27. New Marketing
Brand Brand
Brand Brand Brand
Brand
Brand Brand
Brand

28. Online Marketing for Professional Services Firms
Results demonstrate that firms embracing online marketing grow
faster:
• Firms generating 40% or more of their leads online grow 4X faster
than those with no online leads
• High growth firms obtain 63% of leads online while average firms
obtain 12%
• Greater engagement with online tools is associated with faster
growth
Using online marketing also increases firm profitability:
• The greater a firm’s online lead generation, the greater its total
profitability
• Firms generating 60% or more of their leads online are 2X more
profitable than those generating less than 20% of their leads online
- Hinge Study 2011

29. Search engines and directories

30. Internet end-users
Publisher creates the RSS file and
places it online
Content consumers
subscribe to the feed
and retrieve its content
whenever they want
Other sites and systems
Search engines and directories

31. Internet end-users
Publisher creates the RSS file and
places it online
Content consumers
subscribe to the feed
and retrieve its content
whenever they want
Other sites and systems
Search engines and directories

32. Internet end-users
Publisher creates the RSS file
and places it online
Content consumers
subscribe to the feed and
retrieve its content
whenever they want
Other sites and
systems
Search engines and directories

33. Publisher creates the RSS file and places it
online
Content consumers subscribe to
the feed and retrieve its content
whenever they want
Search engines and directories sites and systems
Other

38. One word to describe experiences
using social networking sites
Source: Pew – August 2011

39. Conversion

40. 10 Action Steps

41. 1. Homework

42. [Image by JosephGilbert.org.]

43. What Are They Saying?
• What are they
saying?
• Who are the
influencers?

44. Conversations
Analyze the
conversations

45. 2. Strategy

46. Social Media Strategy
1. Research and listening 4. Engage
2. Create a content strategy 5. Measure
3. Choose tools & create content

47. Deploy tools that
will be beneficial
to your business
vs.
“be everywhere”
strategy.

48. What Do You Want To Achieve?
• Set goals
• What
audiences/verticals
should you be
communicating with?
• Set up metrics to track
the results

49. • 80% of female Internet users said
they had become a fan of a
product or brand on a social
network.
• 72% had learned about a new
product or brand, or joined a
group around one.
SheSpeaks ―Annual Social Media Study 2009‖,

50. Possible Goals
• Get new business
• Increase brand awareness
• Make the business more human
• Enhance current relations with customers
• Get testimonials from customers
• Maintain more control over social media efforts
• Solve problems and answer questions
• Become a source of interesting news
• Develop thought leadership

51. Social Media Tools
• Optimized press
releases & articles
• Blogs
• Micro blogging (Twitter)
• Podcasts
• Videocasts
• RSS (really simple
syndication)
• Social Media Sites

52. Integrated
Offline
Marketing Marketing
Strategy
Blog Web
Site
Social
Media

53. 3. Optimized Site

54. Search Engine Optimization (SEO)
• Your site itself must be optimized
– Key word research and strategy
– Write new content around key words
– Design, programming, etc per a strategy
and key words
• Link building with new editorial content which
Google places heavy emphasis on

56. 4. Create
Content

57. Content marketing
is the creation and publishing
of quality, meaningful and
distinctive content for the
purpose of generating
discussion, growing a
following and developing a
social presence now expected
by the search engines.

59. ―Content
marketing is
the ONLY
marketing
left‖. – Seth
Godin, Best selling
Author

60. Content Marketing
• 73% of consumers prefer to get information
from a company in the form of a collection
of articles over an advertisement
• 61% of consumers feel better about a
company that delivers custom content AND
are in turn more likely to buy from that
company.
- Study by Custom Content Council

61. We’re all publishers

62. Content creation
•Blog posts
•Optimized press
releases
• Articles in news
feeds
• White papers
• e-books
• Podcasts
• Video

63. Online Press
Releases

64. Video

65. Every minute users upload 20 hours of video.
Streams 100 million videos daily. #2 Search
Engine.

66. Webinars

67. You’ve
Got
Mail!

68. 5. Blog

69. Image credit: www.small-biz-ideas.net/

70. Search Engines
• Content is king
• Search engines
will crawl your
website more
often if you have
a blog which is
updated regularly

72. Create Great Content by
Blogging
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

73. Blogging Generates Leads

74. 6. Facebook

75. The Facebook User: 5 More Hours on Site
Top 10 Web Brands by Time Spent
Time per viewer, hh:mm, per month, August 2011
Source: The Nielsen Company
Facebook 7:46
In measuring time spent per user, Nielsen
AOL Media 2:53
data shows that for the second straight
Yahoo 2:12 month, Facebook dominated U.S. web
brands in average monthly time during
Google 1:48
August 2011. The average Facebook user
MSN/Windows Live/Bing 1:44 spent seven hours, 46 minutes on the site.
YouTube 1:41 AOL Media Network, averaged two hours,
Wikipedia 1:18
52 minutes and 52 seconds. YouTube also
ranked in the top 10 with an average of one
Apple 1:06 hour, 41 minutes of user time for the month.
Microsoft 0:45
Amazon 0:31
The Social Media Data Stacks
75

76. Facebook Growth
• 900+ Million Users
• The 35+
demographic now
represents more than
30% of the entire
user base.
• The 55+ audience
growing.

77. 8 in 10 Connect to Brands on Facebook
Preferred Social Network for Brand Connection
% of social network users, May 2011
Source: Edison Research and Arbitron
Edison Research and Arbitron
found that 80% of US social
6%
3% 5% network users preferred to connect
with brands through Facebook.
This dwarfs all other social media
6% 80% Facebook
networks, with Twitter in a tie with
Twitter
―Don’t Know‖ for a very distant
LinkedIn
second place, at 6% of users.
Other
Don't know
The Social Media Data Stacks
77

78. Rise and Fall; Facebook’s Steady Climb
Top Social Networking Sites and Forums
By US market share of visits (%), 2008-2011 Experian Hitwise tracks the top 10 social networking sites each
Source: Experian Hitwise
month. This chart compiles the monthly data since 2008, but excludes
a number of sites that have appeared in the top 10, but dropped off.
70%
60%
50%
40%
30%
20%
10%
0%
Facebook YouTube MySpace Yahoo! Answers Twitter Linkedin
The Social Media Data Stacks
78

79. 7. Twitter

80. Twitter Opportunity
• 190 Million users
• Posting 65 million
tweets per day
• 20 billionth post
made over the
weekend
- Twitter COO Dick Costolo

81. 8. Google+ is now a Player
• Growing quickly
• Participation will
improve your
search results

82. Google+ Jumps to 8th, 1269% Spike
Top Social Networking Sites and Forums
U.S. market share of visits, Week ending September 24, 2011
Source: Experian Hitwise
Facebook 64.9%
Enter Google. Google+ emerged as a player in the Social
YouTube 19.6% Network and Forums category in late September, Experian
Hitwise reported, a day after the site went from ―invitation-
Twitter 1.22%
only‖ to "open access" and became available to everyone.
Yahoo! Answers 1.03%
Tagged 0.73% Opening access created a massive spike in market share of
visits for the site, with a 1269% growth from the week
Linkedin 0.66%
ending September 17 to the week of September 24. The
MySpace 0.60% site also received nearly 15 million total US visits last week.
Google+ 0.55%
In just one week, Google+ went from ranking as 54th most
myYearbook 0.39%
visited site in the Social Networking and Forums category to
iVillage 0.36% 8th place.
The Social Media Data Stacks
82

83. Google+ Audience Tends to be Affluent
Google+ Site Visitor Statistics, Four weeks ending July 16
% of visitors to Google+ compared to Experian "online population" data, July 2011
Source: Experian Hitwise
The highest share of visits to Google+
38.4%
in its first month came from those
between the ages of 25-34 and those
26.9% 27.7% between 18 and 34, who were more
likely than the overall online population
18.2% 18.6% 18.3% to visit. The audience to Google+ tends
14.9%
12.7% 12.2% 12.3% to be more affluent, over-indexing for
those earning a household income of
$60k and over, particularly $150k and
up, according to analysis from Experian
Hitwise.
The Social Media Data Stacks
83

84. 9. Engage

85. SocNet Users Want Deals, Discussion
Social Media Use for Products/Services Information
% of respondents, October 2011
Source: NM Incite
NM Incite found that social network
71% users see the platforms as a useful
Read consumer feedback
64% shopping and research tool, and
participate with the desire to view and
64%
Learn about products contribute to reviews of products and
59%
services. 68% of social media users
64% (71% of parents and 64% of non-
Get coupons/promos
56%
parents) go to social networking sites to
read product reviews and more than
59%
Give positive feedback
52% half use these sites to provide product
feedback, both positive and negative.
57%
Give negative feedback Getting coupons is also popular, with
49%
58% overall usage (64% of parents and
Parents Non-parents
56% of non-parents).
The Social Media Data Stacks
85

86. Image credit: http://www.gapingvoid.com

87. Image credit: http://thewritesolution.files.wordpress.com/

88. Ask not what
your
following can
do for
you, ask
what you can
do for your
following.

89. 10. Measure

92. Social Media is for Leads
and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

93. Social Media Marketing…
Givers Get

94. Image credit: http://www.trafficteria.com/

95. Takeaways
Do your homework
Have a strategy around your keywords
Create interesting content & publish
Pick your social media tools
Engage not just publish
Cross promote on social sites, email, etc

96. Free Consultation on Your
Internet Action Plan
A $250 Value
Email or Call Today!
Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306
Toll Free: 877-226-3823

97. Free Initial Consultation
Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306
877-226-3823
Website: www.doughayassoc.com
Twitter: www.twitter.com/doughay
Facebook: http://www.facebook.com/doug.hay
LinkedIn: www.linkedin.com/in/doughay

98. Copyright Notice
All materials contained in these presentations
are protected by Canadian and United States
copyright law and may not be
reproduced, distributed, transmitted, displayed,
published or broadcast without the prior written
permission of Doug Hay.
The names of actual companies, products or
images mentioned herein may be the copyright
or trademarks of their respective owners.