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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 …

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

Content used by permission, Duct Tape Marketing

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  • 1. Welcome to RISE WEEK 2011The Social Media Pyramid: Unravelingthe Mystery of Social Media Marketing Hosted by Rick L’Amie President & Founder, Moxie Marketing @moxiemarketing
  • 2. Social Media Pro Creating Your Social Media System
  • 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. Definition of Marketing Know Like Trust
  • 5. Definition of Social Media“. . . the use of technology to co-create know, like and trust.”
  • 6. Creating Your Small BusinessSocial Media System “If you’re not participating in social media, you’re not really online.”
  • 7. Social Media Strategy
  • 8. Social media hierarchy Micro Social Networks Social Bookmarking Social Search RSS Feeds Blogging
  • 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. Strategy before tactics• Align activities with objectives• Create a listening station
  • 11. A listening station Customer experience Brand mentions Competition Accuracy Media stalking Content
  • 12. A listening station Google Alerts Google Reader Search.twitter
  • 13. Paid listening station Filtrbox Trackur Radian6 Buzzlogic
  • 14. Optimizing Brand Assets
  • 15. Optimizing brand assets• Fix your digital assets• Claim your digital real estate
  • 16. Optimizing brand assets• Images, audio, video• Social profiles• Local search• Social search• Online PR
  • 17. Social network profiles
  • 18. Local search profiles• Google Maps• Yahoo Local• Bing•
  • 19. Social search profiles• Yelp!• CitySearch• Insider Pages
  • 20. Google personal profile
  • 21. Asset optimization
  • 22. Content as Lead Generation
  • 23. Content as lead generation • Being found vs. hunting • An optimized online presence • Merge content with engagement
  • 24. Blog Basics • Configure • Premium or custom theme (design) • Post and comments • RSS feed - subscribe
  • 25. RSS Reader
  • 26. Example WP Business Theme
  • 27. Best practices • Read, follow, and listen • Write what people search • Feed the spiders often • Engage your comment community • Amplify your message
  • 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. Sample blogs
  • 30. Sample blogs
  • 31. Social Networks andNetworking
  • 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. Twitter basic stuff • Tweet • Handle • Follow • Replies • Retweet • DM • Avatar • Hashtag
  • 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. Who do I follow?Strategy – less is or more is • • Mr tweet • Twubble • Just Tweet It • search.twitter
  • 36. What do I say?Strategy – it depends • @replies • Engage in conversations • Questions • RT • Bookmarks • Blog posts – twittertools
  • 37. Twitter best practices• Think objectives• Follow (• Tweet mixed, but give and RT - repurpose• Use search and aggregate• Use 3rd party tool –• Don’t hang out all day
  • 38. Some basic Facebook stuff • Profile • Fan Page • Groups • Ads
  • 39. Google Hotpot• Competing with Yelp, Foursquare etc• Ties in to Google Places listing• Check-in and reviews• Offer specials/discounts
  • 40. Fan/Business page
  • 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. LinkedIn profile page
  • 43. LinkedIn best practices• Profile – links, keywords, descriptive• Status updates• Repurpose content – Slideshare, YouTube• Search for leads - Profile• Recommend• Questions and Answers
  • 44. Managing the Beast
  • 45. Managing the Beast• Getting Things Done• A system and process• Dashboards• Amplify• Integrate
  • 46. System and process• Routine• Daily• Weekly• Monthly• Update
  • 47. Dashboards• Netvibes• iGoogle• Yahoo Pipes• Friend Feed• ACT! 2010
  • 48. Dashboards Gist
  • 49. Integrate !!!
  • 50. Golden Trio• Blog • Blog• Facebook OR? • Facebook• Twitter • Linked In/Biznik/Meetup
  • 51. Your questions?What now?
  • 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. 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. 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. 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. 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. Worked With
  • 58. Sample Current Clients
  • 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. Rick L’Amie• Web:• Blog:• Twitter:• LinkedIn:• Email:• Phone: 512.814.MOXIE (6694)