Social Media –
Leveraging Connections to
Build Your Business

Our Integrated Media Team
Ira Kaufman Greig Wells
Marketing Strategist Social Media Coach
President, Optimized Strategies LinkedIn Top 50
Patsy Stewart Brian Duvall
Director of Social Media Web Video Production
Optimized Strategies & Syndication

Let us Invite you
on a Journey
That can change
the way you do
business…
If you are not
current, you are
vulnerable!

Our Goals
• Go beyond the hype, access the Power of Social
Media
• Gain insights to leverage your connections to
build your business
• Outline a personal branding strategy
• Demonstrate the “How To’s” of Big Three Tools
• Provide you with resources, exercises to develop
and implement an Integrated Marketing 2.0
Strategy

What is Social Media?
Social media is
a means to generate conversations
Stop thinking campaigns
Start thinking conversations
Translate conversations into Results

Who’s Using Social Media
 72% of Internet Users have used Social Media
 Demographics are 27 – 56 year olds
 88% Have been using Social Media < 90 days
*Source is Social Media Industry Report 2009 by Michael Stelzner
• Facebook 300 million users
• Twitter 52 million users
• LinkedIn 48 million users

Integrated Marketing Strategy
 Leverages social media with traditional, online
and business development
 Analyzes your product/service; determines the
relative power of each medium; and then
integrates them to optimize your results
 Generates marketing capital
 Creates sustainable competitive advantage
 “Exponetializes” the reach of your current
marketing

Social Media Synergy
Generates Marketing Capital
traditional online
advertising marketing
business social
development media
BUZZ

Marketing Capital Generated
The results are greater than the sum of
each of the media inputs, including:
 Impact the market, gain Top of Mind awareness
 Use to address sensitive /negative issues
 Efficient use of marketing dollars
 Strengthen Company, Employer and Personal Brand
 Expand exposure by driving your message across
media
 Access the viral power of user distribution

Do You Need an
Integrated Marketing Strategy?
 Does your target market use the internet to
search for a business, access information, or
evaluate products?
 Do you want to:
 Becompetitive in the future?
 Be a thought leader in your industry?
 “Expontentialize” the reach of your current
marketing efforts

Integrated Marketing 2.0 Strategy
The Steps
1. Assess
2. Identify Expectations
3. Frame Strategy
4. Build Brand
5. Implement Marketing 2.0 Mix
6. Track- Evaluate
7. Tweak-Adjust

1. Assess
 Digital Footprint
 Google yourself/company – print pages 1-2
 If you’re digitally active, identify baseline of
connections, followers, fans, and web site visitors
 Competitive Analysis
 Search your keywords
 Identify your competitors
 Google your competitors

2. Identify Expectations
What results do you want to realize?
 Increase your exposure, site traffic
 Build your business or personal brand
 Build brand awareness
 Improve customer service
 Increase customers
 Increase revenue

3. Frame Strategy
Determine:
 “Pain” your product addresses or
benefits it provides
 Target market(s)
 Resources ($, personnel) you will invest
in Marketing2.0
 Timetable

4. Build Brand
 Your personal or business “personality”
 Distinctive value your products and
services offer
 What you leave behind
 Interactions and offline

Your Business Brand
 Qualitiesand characteristics that
distinguish your business from
others
 Mentaland emotional
impressions that other people
have of your business

Your Personal Brand
 Your CONTENT, evolving Online Digital
Footprint
 personal/social networks
 online conversations
 media voice (publications, multimedia, workshops)
 accomplishments and want to be recognized for
 recommendations
 It remains with you forever

Building Your Personal Brand
 Define U
 Express U
 Develop U
 Publish U
 Distribute U

Define U
 Clarify your identity
 Reveal your real power
 Define your “global calling card”
 Scope out your path
 Share your values; vision
 Express your loyalty

Express U
 Develop your style
 Demonstrate your work
 Share your passion
 Develop an elevator speech

Develop U
 Refine your communications skills
 Develop U with culture and tradition
 Select social relationships carefully
 Give something back…time, talent, $
 Strive to become a Thought Leader

Publish U
 Create a consistent digital profile
 Define your online persona
 Create your online destination

Distribute U
 Listen, Participate, Comment
 Build your network consistently
 Monitor your online
reputation

Your Personal Brand is
your Greatest Asset
 Strategy clarifies your direction and the
power to achieve your goals
 Publishing positions you for new
opportunities
 Conversations update and project your
brand
 Monitoring protects your asset

5. Implement Marketing 2.0 Mix
 Select your tools
 Traditional
 TV, radio, print, billboards
 Online
 Email/newsletter
 Press release
 Social
 LinkedIn
 Blogs
 Facebook
 Twitter
 Determine a timetable for media actions with
trackable budurls
 Integrate marketing tools with social media
 Drive traffic to your online call to action
(website/blog, landing page)

6. Track-Evaluate
In 60-90 days:
Track
 Website visits through Google Analytics
 Search engine positions for keywords
 Reach of Tweets and publications through budurls
 Business growth, clients, and revenue
Evaluate Digital Footprint
 Google yourself again
 Google your competitors
 Get updates on your connections
 Monitor Personal Brand/Thought Leadership
 Invitations, blog comments, Facebook activity
 Social media ranking sites
(omnee.thebubblejungle.com; twitterank.com)

7. Tweak-Adjust
 Rank media tools that produced the best
results
 Compare your objectives and results
 Make content adjustments based on
feedback from targeted groups
 Tweak search engine optimization,
publishing strategy, social network tools

Tools are Useless
without a Blueprint
 Half of all new media campaigns fail
 Find your sweet spot
 Map out your digital landscape
 Don’t hesitate …strategize!

How Do You Get Results?
5 Step Success Framework
1. Integrated Social Media Marketing Strategy
2. Profile Optimization
3. Commitment to Growing your Network
4. Nurture Relationships
5. Consistency

What’s Next?
LinkedIn
Facebook
Twitter

Who’s on LinkedIn?
48 million Professionals
Avg income $110k
Avg age 37 - 52
Entrepreneurs – 31%
Executives – 18%
Decision Makers – 42%
*From LinkedIn.com Advertising

Power of LinkedIn
@Greig Wells
Oct 13, 2009

Agenda
 LinkedIn Best Practices
 LinkedIn Profile Optimization
 Creating a Highly Targeted Sales Funnel
 Doing LinkedIn in 1 Hour a Week

Why LinkedIn
 Business Networking Platform
 Ideal Demographics
 Exponential Reach – 3 Degrees
 Time Saver & Information Aggregator

Best Practices
 Bigger network is Better = Be Found
 Utilize Reciprocity
 Don’t Upgrade to a Paid Account
 Control IDK

Profile Optimization
 SEO your profile
 Be Inviting = Maximize Connectivity
 Manipulate Page Layout to Drive Sales
 Brand Reinforcement

I’m on LinkedIn… Now What?

Creating a Highly Targeted
Sales Funnel
 1. Join Groups Your Customers Are In
 2. Create Your Own Group to Pre-Qualify
 3. Invite Targeted Prospects to Your Group

In My Group
 Seed Buying Criteria
 Position Yourself as the Expert
 Create Customer Buzz
 Control competition

Weekly To-Do List
 Accept Invites, send follow up note
 Update Status Bar
 LinkedIn Answers
 Group Discussion (ReUse Content)
 Send Targeted Group Invites

Resources
 SocialMediaWhatWorks.com
 MyLinkWiki.com
 JibberJobber.com
 LinkedIn Toolbar

Q&A
http://www.LinkedIn.com/in/GreigWells

Should I Be Marketing on
Facebook?
Yes
Facebook is the #1 social destination
 More than 300 million active users and more than
m
300,000 businesses
 4th most trafficked website
 The fastest growing demographic is those 35 years old
and older
 More than 10 million users become fans of Pages each
day

Why are they frequenting
Business Pages?
 Getting news or product updates (67%)
 Having access to promotions (64%)
 Viewing or downloading videos/music (41%)
 Submitting opinions (36%)
 Connecting with other consumers (33%)
If your business has prospects on Facebook and
they would find any of the above interesting, you
should build a business fan page.
SOURCE: Pace University study, 12/08

What’s the difference?
 Fan page
 Group
 Profile

Fan Page Group Profile
Multiple profiles per yes Yes up to 200 No
user allowed groups
Search engine Yes, visible to Yes, visible to No
visibility search & non FB search and non
members FB members
Membership size unlimited unlimited 5000 friends
Messaging Can message all Can message Can’t
fans no more than message all
5000 members friends at
once
Announcements go to Updates list (most To your inbox n/a
access from profile)
Applications Can add limited apps Very limited Can add
preset apps nearly all apps
available
metrics Can measure page n/a n/a
activity through
insights

Keys to Using Facebook
 Make business personal
 Update your Facebook Page frequently
 Harness the power of News Feed
 Choose the applications that are best
for your business
 Promote your Page through Facebook
Ads

What Can You Put on
Your Fan Page?
 Event notices (tradeshows, conferences,
specials)
 Custom modules/applications
 Newsletter or Opt-in box
 RSS feed from your blog
 Videos, Photos
 Links to articles, blogs and websites
 Notes (equivalent of mini blog posts)
 Career Opportunities
 Contests and Polls

Advertising on Facebook
 Reach your target market (location,
gender, age, keywords)
 Inexpensive advertising -choose pay
per click (CPC) or impression (CPM)
 Advertise your website or a Facebook
Page or Event
 Track your progress with real-time
reporting using Insights.

Why Twitter?
 Twitter has 40 million users who spent 300
million minutes on the site in April 2009,
3712 % more time than in April 2008
 Twitter users spend 66% more dollars on
the Internet than non-twitter users
 Largest age group on Twitter is 35-49

Look and Listen
 Monitor twitter for a few days
 Add your first few tweets
 Don’t sell
 Engage in conversations
 Use http://search.twitter.com
 Download twitter desk client (Seesmic,
Tweetdeck, Twirl)

Who is using Twitter?
 To update customers of company deals
 Dell
 Starbucks
 To offer customer support
 JetBlue
 ComCast
 To get closer to customers
 SouthwestAirlines
 Whole Foods Market

Twitter Desktop Tools
 Seesmic
 Twhirl
 Tweetdeck
 Hootsuite

What is a Hashtag?
 A hashtag ( # ) is a way to unite global
Tweets around some particular topic.
Basically, these are tags that that help
those who seek similar content discover
your Tweets.
 #hashtags.org a list of popular hashtags
 Tweetchat create chat rooms for hashtags
and see related tweets

Twitter Applications
 Twitpic - For uploading photos
 Tweetlater - Scheduling tweets
 Tweetburner - to track links you tweet
 Twellow – twitter yellow pages
 Tweetbeep – alerts sent to your email
http://optimizedstrategies.com/howto/twitter.pdf

Contact Info
Ira Kaufman ira@optimizedstrategies.com
http://www.linkedin.com/in/optimizedstrategies
http://facebook.com/irakaufman
Twitter @ira9201
Greig Wells greig_wells@yahoo.com
http://www.linkedin.com/in/greigwells
http://facebook.com/greigwells
Twitter @GreigWells
Patsy Stewart patsy@optimizedstrategies.com
http://www.linkedin.com/in/patsystewart
htttp://facebook.com/patsystewart
Twitter @stewartb2b
Brian Duvall Brian@DuvallMedia.com
http://www.linkedin.com/in/BrianDuvall
htttp://facebook.com/BrianDuvall
Twitter @BrianDuvall

Create Your Digital Footprint