From an Oct. 2012 talk given to the AMA at the University of Connecticut. What social media is exactly. How to use it for your business to generate leads & sales, build brand awareness, buzz, etc. What most people are doing wrong. Best practices for facebook and blogging.

1. Taking the Mystery
out of
Alexander Heyne
Milkthepigeon.com

2. Social media is word of mouth on steroids

3. The Value of Social Media
 Dollar amount?
 Per person?
 Per like?
 Intangible?
 Non-existent?

4. Ask the audience:
What are the top 5 words or
phrases that come to mind
when you think of “social
media?”

5. The ROI of the Internet
Brand awareness?
 How do you measure the ROI? More traffic?
More sales?
You can’t
always!

6. The Power of Social Media
What’s in a tweet?

7. “Caring is scalable now.”
-Gary Vaynerchuk

8. The Power of Social Media
The Oatmeal

9. The Power of Social Media
High Leverage Community

10. The Power of Social Media
The Power of a Tweet
Insane exposure

11. The Power of Social Media

12. Zynga and Farmville
There are more digital tractors sold every day
than real tractors sold every year.

14. What Facebook Is
Share:
Ideas
Content
Misc

15. The Value
 You see my likes = free marketing
 Facebook as a social “login” hub
 Your resume in the 21st century (Google
and Facebook)

16. The essence of social media is one thing.
Sharing.
Would people share your stuff?

17. How

18. Profile Page

19. Like & Share

20. What’s the value of
a Facebook like?

21. Personal versus professional
use
Personal
• Talk about daily life
• Family photos and events
• Random musings

22. Professional
The Facebook page

23. Facebook-ing Your Biz
1. Build/Engage The Page
1. Use Facebook Ads
(Direct people to take
action somewhere)

24. Facebook-ing Your Biz
Facebook page = interaction +
engagement.

25. Build the Page: Getting More
Facebook Likes
1. Do something “likeable”
2. Incentivize
3. Advertise and make your Facebook page your
landing page

26. A. Do something likeable

27. B. Incentivize

28. B. Incentivize (+ Offer)

29. B. Incentivize (Get the offer)

30. Advertise and Send them To a
Landing Page

31. Build Your List or Fbook Likes

32. Part 2: Get more
Engagement

33. 6 Ways to Get More
Interaction On Your Page
1. Do something worth talking about
2. Incentivize
3. Ask a question
4. Competitions
5. Tell them to like something
6. Pictures (or Picture Quotes)
= FREE MARKETING

34. A. Conversation Worthy-Ness

35. B. Incentivize

36. C. Ask a Question

37. D. Competitions

38. E. Like this if you agree!

39. F. Pictures/Quotes

40. Facebook Ads

41. Facebook Ads

42. Send Your Clicks Somewhere

43. Ask the Audience
What trends do you see on the following
Facebook pages?
 Coca Cola - www.facebook.com/cocacola
 Tom’s Shoes - www.facebook.com/toms
 Heineken - http://www.facebook.com/heineken
 Frito-Lay - http://www.facebook.com/FritoLay
 Red Bull - http://www.facebook.com/redbull
 The Walking Dead -
http://www.facebook.com/TheWalkingDeadAMC

44. Facebook Case Studies

45. Case study #1
Execution:
• Used Facebook page during valentine’s
day season
• Gave 15% off and 50 Facebook credits
(For games) in their facebook ad
• Shared stories , like different products so
customers could see

46. Results:
• 4,000 transactions from the ad
• Facebook page doubled to 120,000
likes
• Sponsored stories had double the reach

47. Case study #2
Execution:
• Springtime was busiest season so they
wanted to build an online presence
• Advertised discounts (For fans only) for
a week
• Targeted people with home maintenance
and repair keywords in profile

48.  Results:
• In four days, fan page went from 20,000 to
50,000
• 50,000 clicks on the facebook page
• Fan postings grew 900%

49. Case study #3
 Execution:
• Private vacation booking company that
wanted to grow connections to its Facebook
page and engage more with existing fans
• “Trip a Day in May Giveaway” – Free trip
each day, in the month of May
• Targeted people with travel-based keywords
in profile, and used sponsored stories

50.  Results:
• 65,000 entries
• Over 50,000 new Facebook likes
• 30% increase in revenue month over month
in June
• 1,400% increase in revenue for the second
quarter of 2011 compared to 2010

51. Facebook in a Nutshell

52. Engage Your Page (recap)
Competitions
Ask a question
Tell them to like something
Do something worth talking about
Incentivize
Pictures (or Picture Quotes)

53. Advertise (Recap)
 Hone in on the demographics of your ideal customer
 Compile a list of likely interests, “likes,” and similar
potential interests to target them
 Send them somewhere and take an action
 Facebook fan page to “like” us
 An opt-in form on your website page
 A sweepstakes or chance to win something free

55. Blogging = Leveraging community or content

56. The Essence of a Blog

57. How Your Content Shows up
in Google
Post Tags (Small %)
Backlinks (Big %)

58. The value
1. Content stays there forever (portfolio)
and is easily shared
2. People link to good stuff (Free
marketing, SEO juice)
3. Every post is a potential way for people
to find you, or has the potential to make
a sale, etc

59. What Most Users do
Blogs are more geared towards writing
content than Facebook  The blog
post
It’s also massively useful to start a
personal community or movement

60. Personal use
 1: Stereotypical venting blog
 2: Solo-preneur lifestyle biz

61. Text Blog Post

62. Video Blog Post

63. Bloggin’ For Your Biz
Email Content Marketing
Marketing
Affiliate
Blogging Direct
Marketing Monetization
Strategies
Marketing
Membership
Advertising Sites

64. Blogging bottom line
Build content and/or community, which = Free marketing,
24/7

65. How to Use it For Your Biz
Produce content that solves a
problem and it will get shared.

66. Blogging gives you a chance to be
real and transparent. Aka Human.
People relate to people or causes.
 Not businesses.

67. For Corporate Types
Biggest benefits
 More content =
 More exposure
 More Trust
 Expert status
 Answers questions
 Transparency
 Absurd amount of traffic and SEO, 1000x, 10,000x + return

68. For Corporate Types
 “What do I blog about?!”
#1 The biggest, most common problems
your customers have
#2 Any content that is tangentially useful
to your customers
 Don’t blog about boring news, boring conference
keynotes, or updates that no one cares about

69. Bloggin’ For Your Biz
Case studies
 Ramit Sethi – Iwillteachyoutoberich.com
 Corbett Barr – Thinktraffic.net
 Pat Flynn – Smartpassiveincome.com
 Chris Guillebeau – Chrisguillebeau.com

70. Ramit Sethi

71. Quickstats
 NYTimes best seller
 Massive, massive community of people (in excess of 1k
blog comments on some launches)
 Automated product sales online (1-3k product)
 World fame
 In less than 5 years makes in excess of $1 mill/year

72. Corbett Barr

73. Quickstats
 Well-known all over the “blogosphere”
 Has a massive community of people and regularly gets
50+ comments on his site
 Launches a product quarterly, brings in 50-100k/launch
 Freedom
 Launched a brand new blog that in 1 month went
further than most blogs do (ever)

74. Pat Flynn

75. Quickstats
 In less than 2 years, brings in >50k/month
 Has a community of people all over the world asking
him if he has products for sale, so they can buy
something!
 Massive loyalty, people sharing his content
 Social Media consulting for Hollywood
 All because of his community

76. Chris Guillebeau

77. Quickstats
 Skyrocketed himself to fame using his blog (visit
every country on earth)
 Makes a full-time living from his blog
 Has published a NYTimes best seller from it (By
asking his community what they want)
 Hosts world domination summit

78. Launching a New York Times
best seller using your blog?
Tim Ferriss
Leo Babauta
Danielle LaPorte
Chris Guillebeau
Gretchen Rubin
….And the other one who didn’t

79. Blogging summed up
1. Make specific, useful content in multiple formats
(Text/Audio/Video).
2. Promote your content: (Youtube, press releases, in a
newsletter, submit to online news like
Entrepreneur, Forbes, Huffington Post etc.) . This is
even more important than writing.
3. Provide a way for people to opt-in to your email list or
newsletter.
4. Use keyword tags relevant to the topic you write about.

80. In this social media era, your success will
depend upon whether or not you are truly
people-centric.

81. SOCIAL MEDIA

82. Social media bottom line
Über high leverage word of mouth
Community
Customer-centric

83. Is it actually helping you?
Some of it you can track, the clicks, the
traffic.
Most you can’t. Like that Las Vegas
tweet.

84. The Kicker
Just treat your customers like your
best friends – go out of the way for
them.
Care about them.
Give without thinking about the ROI.

85. Questions?
Alexander @ Milkthepigeon.com
Milkthepigeon.com
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