RISE 2011 Presentation: The Social Media Pyramid - Unraveling the Mystery of Social Media Marketing

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Presentation by Rick L'Amie to RISE 2011 Conference, March 7, Austin Texas

Content used by permission, Duct Tape Marketing

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RISE 2011 Presentation: The Social Media Pyramid - Unraveling the Mystery of Social Media Marketing

  1. 1. Welcome to RISE WEEK 2011The Social Media Pyramid: Unravelingthe Mystery of Social Media Marketing Hosted by Rick L’Amie President & Founder, Moxie Marketing www.getmoxiemarketing.com @moxiemarketing
  2. 2. Social Media Pro Creating Your Social Media System
  3. 3. Definition of Marketing American Marketing Association Marketing is the activity, set of institutions, and processes for creating, communicating, Webster’s Know Like Trust delivering, and exchanging offerings that have 1 a : the act or process of selling or purchasing value for customers, clients, partners, and in a market. society at large.
  4. 4. Definition of Marketing Know Like Trust
  5. 5. Definition of Social Media“. . . the use of technology to co-create know, like and trust.”
  6. 6. Creating Your Small BusinessSocial Media System “If you’re not participating in social media, you’re not really online.”
  7. 7. Social Media Strategy
  8. 8. Social media hierarchy Micro Social Networks Social Bookmarking Social Search RSS Feeds Blogging
  9. 9. 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
  10. 10. Strategy before tactics• Align activities with objectives• Create a listening station
  11. 11. A listening station Customer experience Brand mentions Competition Accuracy Media stalking Content
  12. 12. A listening station Google Alerts Google Reader Search.twitter Boardtracker.com Backtype.com
  13. 13. Paid listening station Filtrbox Trackur Radian6 Buzzlogic
  14. 14. Optimizing Brand Assets
  15. 15. Optimizing brand assets• Fix your digital assets• Claim your digital real estate
  16. 16. Optimizing brand assets• Images, audio, video• Social profiles• Local search• Social search• Online PR
  17. 17. Social network profiles
  18. 18. Local search profiles• Google Maps• Yahoo Local• Bing• google.com/lbc
  19. 19. Social search profiles• Yelp!• CitySearch• Insider Pages
  20. 20. Google personal profile
  21. 21. Asset optimization
  22. 22. Content as Lead Generation
  23. 23. Content as lead generation • Being found vs. hunting • An optimized online presence • Merge content with engagement
  24. 24. Blog Basics • Configure WordPress.org • Premium or custom theme (design) • Post and comments • RSS feed - subscribe
  25. 25. RSS Reader
  26. 26. Example WP Business Theme
  27. 27. Best practices • Read, follow, and listen • Write what people search • Feed the spiders often • Engage your comment community • Amplify your message
  28. 28. 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
  29. 29. Sample blogs
  30. 30. Sample blogs
  31. 31. Social Networks andNetworking
  32. 32. Social networks and networking• twitter Search leads, discover, customer service• Fa Groups, Fan Pages• LinkedIn Groups, staff, questions• Biznik Meetings, groups, resources, “networking that doesn’t suck”• Mee Networking meetings
  33. 33. Twitter basic stuff • Tweet • Handle • Follow • Replies • Retweet • DM • Avatar • Hashtag
  34. 34. Why use it?Strategy – 1-to-1 or 1-to-many • Customer service • Reputation management • Event promotion/extension • Product/service promo • Network and partner
  35. 35. Who do I follow?Strategy – less is or more is • Twellow.com • Mr tweet • Twubble • Just Tweet It • search.twitter
  36. 36. What do I say?Strategy – it depends • @replies • Engage in conversations • Questions • RT • Bookmarks • Blog posts – twittertools
  37. 37. 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
  38. 38. Some basic Facebook stuff • Profile • Fan Page • Groups • Ads
  39. 39. Google Hotpot• Competing with Yelp, Foursquare etc• Ties in to Google Places listing• Check-in and reviews• Offer specials/discounts
  40. 40. Fan/Business page
  41. 41. 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
  42. 42. LinkedIn profile page
  43. 43. LinkedIn best practices• Profile – links, keywords, descriptive• Status updates• Repurpose content – Slideshare, YouTube• Search for leads - Profile• Recommend• Questions and Answers
  44. 44. Managing the Beast
  45. 45. Managing the Beast• Getting Things Done• A system and process• Dashboards• Amplify• Integrate
  46. 46. System and process• Routine• Daily• Weekly• Monthly• Update
  47. 47. Dashboards• Netvibes• iGoogle• Yahoo Pipes• Friend Feed• ACT! 2010
  48. 48. Dashboards Gist
  49. 49. Integrate !!!
  50. 50. Golden Trio• Blog • Blog• Facebook OR? • Facebook• Twitter • Linked In/Biznik/Meetup
  51. 51. Your questions?What now?
  52. 52. Duct Tape UniversitySocial 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
  53. 53. 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
  54. 54. Social Media Pro WorkshopCurriculum• 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
  55. 55. 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
  56. 56. 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
  57. 57. Worked With
  58. 58. Sample Current Clients
  59. 59. About Duct Tape Marketing• Used worldwide by “Clever marketing ideas galore and lots of contrarian thinking about thousands of small what works and what doesn’t” ― Forbes magazine 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
  60. 60. Rick L’Amie• Web: www.getmoxiemarketing.com• Blog: www.marketingwithmoxie.com• Twitter: twitter.com/MoxieMarketing• LinkedIn: www.linkedin.com/in/ricklamie• Email: rick.lamie@getmoxiemarketing.com• Phone: 512.814.MOXIE (6694)

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