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How to Get Started with Social Media Marketing

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Social media is changing everything. How we communicate, do business and read our news. The biggest change to business is that it is democratizing marketing. You can now create and publish and market …

Social media is changing everything. How we communicate, do business and read our news. The biggest change to business is that it is democratizing marketing. You can now create and publish and market your own 30 second ad via YouTube. You can publish your own articles and educate your customers via your blog. Then you can engage, distribute and market to your customers and Prospects on Facebook, Twitter and LinkedIn. You now have control over your own marketing. It is the end of business as usual.

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  • I suppose I would describe my self as a child and product of the digital age.One of my first jobs was working for the first Australian personal computer company in 1985 that sold the first IBM personal computer. Ten years later I remember firing up my PC and connecting to the internet with a very slow modem and hooked into the web using one of the first search engines “Alta Vista”
  • 1. Life has become more complicated. In the past it was simpler as we only had one brand to create and maintain. You real world and offline brand. You got up in the morning and showered , shaved, put on your makeup, did your hair, put on your clothes and you were ready for the world.2. Today we have another brand to maintain, nourish and prepare. We check our emails, logon to our Facebook page, review our Twitter updates, see what Blog posts are resonating and review and approve the comments.We want to know how many friend requests we have, what out family and friends and colleagues are doing online. Others will be checking how many hits have happened over night to the YouTube channel, LinkedIn connection invites and if you are on slideshare how many have downloaded or viewed your presentations.As they say “its complicated”3. My digital brand life was born over 4 years ago when I logged onto Facebook for the first time in 2008. And saw dozens of old friends and colleagues from decades past emerge on my screen. It was like magic and it was easy.Grandfather mobile story This reminds me of a quote from Arthur C Clarke the science fiction writer of Space Odyssey 2001 fame. He said that any mature technology is indistinguishable from magic.4. 6 months later I created a Twitter account and found it rather quirky, amusing and didn’t really know what to do with it and for the next few months I just sent the occasional tweet to a few friends and strangers around the world.5. A few months after that In March, 2009 I started my blog after being inspired by David Meerman Scott and his book the “The New Rules of marketing and PR”, Hubspot (an online blog and company online marketing platform based upon content marketing) A book by Time Ferriss “The 4 Hour Work Week” which gave insights into creating a digital life.6. My Blog storyTwitter – from random to focused and also automatedEmailFacebookSlideshareLinkedInYouTubeThe blog is my home base and hub and my social networks are my outposts and ambassadors
  • We have a fast changing world but the challenge is that humans are slow to change and our thinking and habits are still trapped in traditional habitual thinking and customs. A lot of senior managers are still acting as if we are in a industrial and traditional mass media economy,The “Big Gap” between how we read and consume our information and the way we market and advertise. Radio took 38 years to reach 50 million usersTV took 13 yearsInternet took 4 yearsiPod took 3 yearsFacebook added over 200 million users in less than one
  • Patrick Story – Car suspension part shipped from London to Sydney saving 40%Your competition is not just in your suburb, city or country. They are in Germany, Japan or China
  • These digital economy black swan events are both an opportunity and a challengeSome businesses will thriveOthers will dieThe question is which will you be?
  • Some sectors are under more pressure and change than othersDigital PhotographyPublishingMusic IndustryNewspapers
  • How does your Business stand out in a Crowded Digital Ocean of 500 million plus websites?This digital economy also raises some questions.
  • Consuming and organising all this information is one of the challenges of a modern knowledge world in which we liveDo we book mark itFile it on our laptopDo you punch the reference into your notes function of your iPhone or iPadDo you grab a pen and jot it down on your beloved Moleskine notepad?So
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • Create Multi-Media to reach everyone
  • Create strong visual content to power the sharing of your website and social network content There are many emerging signsFacebook has just spent $1 billion acquiring Instagram.Pinterest according to Experian is now the 3rd biggest social network in the US
  • Now by social I mean that you should make it easy for people to engage with your contentShare itSubscribe to itComment about itMany sites do not make it easy for people to share. Sharing buttons take two clicks don’t make it hard.
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • Social Media Marketing is potentially exponential Many to ManyIt also amplifies due to low friction sharingThis is seen with sharing buttons Facebook Shares, Likes and Twitter Retweets
  • tribes
  • Networking was cocktail parties, events and lunchesNetworking can be accelerated with social networks by identifying common interests and grouping us in tribes globallyVirtual connections can quickly turn into face to face meetings and opportunities
  • The Web gives us access to a global village1. Social Media Channels allow you to publish in a variety of media to many social networking channels.A mobile phone puts a printing press in your handSocial networks and easy to use blogging platforms are the revolution to publishing in nearly 600 years since the invention of the Gutenberg press
  • Word of Mouth is powerful for referrals and trust but it is slowed by an analog worldIt was restricted to your friends and colleagues which are constrained by the Dunbar number (150)World of mouth transfers information globally in real time, Twitter, Facebook and YouTube
  • Seen once online trust factor is 4%Being seen or heard 3-5 times online takes the trust level to 59%So being visible on Facebook, a blog and YouTube accelerates online trust building
  • Altitude Real Estate in Western Australia have over 8,000 people who like it.  These guys rather than push real estate have made a community hub offering discounts from other businesses, prizes to be won, and encouraging other businesses to post offers on the wall.  This is a really good use of customer engagement via Facebook, they are not selling or pushing their services, but instead making themselves synonymous with the community, where you live is part of that 
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • http://pinterest.com/newmarkhomes/
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore!You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. AnalogyBusiness will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy.
  • http://instagram-business.tumblr.com/
  • You will need Persistence in building, maintaining and marketing your digital assets to Win a Digital economy.The challenges are there but the opportunities are global.Nothing in the world can take the place of persistence. Talent will not,…Genius will not, Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. – Calvin Coolidge US President
  • You will need Persistence in building, maintaining and marketing your digital assets to Win a Digital economy.The challenges are there but the opportunities are global.Nothing in the world can take the place of persistence. Talent will not,…Genius will not, Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. – Calvin Coolidge US President
  • Transcript

    • 1. How to Get Started with Social Media Marketing
    • 2. Social Media is Democratizing Marketing
    • 3. Businesses Need to Be Publishers
    • 4. Challenge 1: Technology is Changing Rapidly butHumans are Slow to ChangeTo reach 50 million users – Radio took 38 years – TV took 13 years – Internet took 4 years – iPod took 3 years – Facebook added over 200 million users in less than 12 months!
    • 5. Challenge 2: We still think Local not Global
    • 6. Challenge 3: Managing Disruption
    • 7. Companies that don’t adapt to the disruption are becomingextinct as companies that adapt grow and thrive!
    • 8. Challenge 4: Getting Found in a Huge Volume of Information -Over 500 million Websites
    • 9. Challenge 5: Consuming the Velocity of Information “Every two days we create as much information as we did from the dawn of civilization up until 2003” Eric Schmidt, 2010 (CEO of Google)
    • 10. Challenges in Your Industry: Real Estate• Lots of Choices 1. Land and Build, Location, Existing, New• Many Sellers 1. Agents, Builders, Private Sales• Multitude of Ways to Find Properties 1. Google, Newspaper, Referral
    • 11. Your Industry: Real EstateHow Can You Help Your Potential Customers?1. Create content that educates, informs and inspires2. Engage with them and create a trusted relationship on social networks they use3. Then you can sell them what they need!
    • 12. The Internet Marketing Landscape
    • 13. The Internet Marketing Landscape• Search Engines
    • 14. The Internet Marketing Landscape• Email Marketing
    • 15. The Internet Marketing Landscape• Paid Internet Marketing
    • 16. The Internet Marketing Landscape• Social Media Marketing
    • 17. Social Media MarketingWhat Social Media Marketing isn’t!• A one way conversation• Selling• Corporate speak
    • 18. Social Media MarketingWhat Social Media Marketing is!• Creating contagious multimedia content on social media (Blogs, YouTube, Pinterest) to engage with prospects• Building fans, followers and tribes on social networks Facebook, Twitter and LinkedIn• Publishing and Promoting it on Social Networks – Let your followers crowd source your marketing through sharing on social networks
    • 19. Social Media Marketing• Core Principles – Publish and Promote to Multiple Social Networks
    • 20. Social Media Marketing• Core Principles – Create “Liquid” and “Linked” content
    • 21. Social Media Marketing• Core Principles – Create compelling “Multimedia” Content
    • 22. Social Media Marketing• Core Principles – Tap into the power of the “Visual Social Web”
    • 23. Social Media Marketing• Core Principles – Make it easy to share
    • 24. Social Media Marketing• Why Use Social Media Marketing?
    • 25. Why Social Media?Amplifies your Content
    • 26. Why Social Media?Accelerates the Spread of your Brand
    • 27. Why Social Media?It Provides Networking on Steroids
    • 28. Why Social Media?Your Business Can Self-Publish
    • 29. Why Social Media?Enlists the Power of Global Word of Mouth
    • 30. Why Social Media?Facilitates Trust - Edelman Trust Barometer
    • 31. How Do I Start with Social Media Marketing?Step One: Create a Digital Marketing Strategy 1. Create a clear vision 2. Know who your audience is 3. Know what your goals are 4. Create tactics to achieve those goals 5. Measure, manage and modify
    • 32. How Do I Start with Social Media Marketing?Step Two: Implementing Marketing Tactics on the MajorSocial Media Channels to Achieve Goals
    • 33. How Do I Start with Social Media Marketing?Blog Top Tips1. Create Contagious Multimedia Content2. Include social media sharing buttons3. Publish Consistently4. Promote to your fans and followers on your social networks
    • 34. How Do I Start with Social Media Marketing?Blog - Case Study
    • 35. How Do I Start with Social Media Marketing?Facebook Top Tips1. Grow your fans by encouraging “likes”2. Publish visual content3. Engage don’t sell
    • 36. How Do I Start with Social Media Marketing?Facebook - Case Study
    • 37. How Do I Start with Social Media Marketing?Facebook – Case Study
    • 38. How Do I Start with Social Media Marketing?Twitter Top Tips1. Learn the art of the headline (You only have 140 characters)2. Grow your followers with links to liquid content3. Engage with thought leaders and experts in your industry
    • 39. How Do I Start with Social Media Marketing?Twitter – Case Study
    • 40. How Do I Start with Social Media Marketing?YouTube Top Tips1. Create short videos - 2 minutes or less2. Optimize video for search engines3. Promote them on the Blog, Facebook and Twitter,
    • 41. How Do I Start with Social Media Marketing?YouTube – Case Study
    • 42. How Do I Start with Social Media Marketing?LinkedIn Top Tips1. Participate in Groups2. Use calls to action that capture emails3. Integrate and publish to LinkedIn via your other platforms such as your Blog and Slideshare account
    • 43. How Do I Start with Social Media Marketing?LinkedIn - Case Study
    • 44. How Do I Start with Social Media Marketing?Slideshare Top Tips1. Upload Corporate PowerPoint presentations to Slideshare2. Optimise for search engines3. Publish and Promote on your other social networks
    • 45. How Do I Start with Social Media Marketing?Slideshare - Case Study
    • 46. How Do I Start with Social Media Marketing?Pinterest Top Tips1. Create Boards that suit your product business categories2. Link them back to your other digital properties3. Have some fun and make it less formal
    • 47. How Do I Start with Social Media Marketing?Pinterest - Case Study
    • 48. How Do I Start with Social Media Marketing?Instagram Top Tips1. Make it personal and fun2. Publish regularly3. Create high quality photos
    • 49. How Do I Start with Social Media Marketing?Instagram - Case Study “Jamie Oliver”
    • 50. Be Persistent! “Nothing in the world can take the place of persistence. Talent will not,…Genius will not, Education will not; the world is full of educated derelicts…… Persistence and determination alone are omnipotent” Calvin Coolidge - US President
    • 51. Want to Learn How to Create and Market your Online Brand with Social Media?
    • 52. Twitter: @JeffBullas

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