Social Media Marketing by Mint Social's Matt O'Brien


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Presentation from February 11th, Matt O'Brien of Mint Social presented at the Traverse City Chamber of Commerce on using social media marketing to grow your business online. Learn more at

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Social Media Marketing by Mint Social's Matt O'Brien

  1. 1. Social Media hits the slope of enlightenment!? Matthew O’Brien Time Use of Social Networking Tools Technology Trigger Peak of Inflated Expectation Trough of Disillusionment Slope of Enlightenment Plateau of Productivity
  2. 2. Discussion Topics <ul><li>The Internet Marketing Shift </li></ul><ul><li>The Social Media Marketing Model </li></ul><ul><li>The 5 W’s of Social media </li></ul><ul><li>ROI for Social Media defined </li></ul><ul><li>Social Media Marketing Action Plan </li></ul>
  3. 3. What experts are saying… <ul><li>According to eMarketer: </li></ul><ul><li>74% of Americans are online. </li></ul><ul><li>...60% of them are part of a social network. </li></ul><ul><li>...25% of them have joined online communities. </li></ul><ul><li>Business Week </li></ul><ul><li>2005: 9M blogs, 2008: 74M blog </li></ul><ul><li>Real number of active blogs 5.2M (or less) </li></ul>
  4. 4. What experts are saying… <ul><li>Data released by Cone, Inc. </li></ul><ul><li>93% of Americans expect companies to have a presence in social media. </li></ul><ul><li>85% say companies should interact with consumers via social media </li></ul>
  5. 5. More Cone data…those surveyed said… <ul><li>Companies should use social networks to solve my problems (43%) </li></ul><ul><li>Companies should solicit feedback on their products and services (41%) </li></ul><ul><li>Companies should develop new ways for consumers to interact with their brand (37%) </li></ul><ul><li>Men are twice as likely to interact with companies via social media than women. </li></ul><ul><li>33% will interact one or more times a week while only 17% of women will. </li></ul>
  6. 6. What experts are saying… <ul><li>Tom Martin </li></ul><ul><li>Positive Disruption </li></ul><ul><li>With production costs so low…the opportunity to create branded micro-content that consumers will invite into their lives becomes a financial reality with a huge ROI upside; it's advertising that people want to watch. </li></ul>
  7. 7. The Internet Marketing Shift Website Development Budget Online Marketing Budget Website Dev. Budget Online Marketing Budget Online Marketing - 1996 Online Marketing - 2006 Social Media Mktg. Online Marketing - 2008
  8. 8. Social Media Marketing & Branding by Design Online Publishing Hub PR & Ezine Sites Micro- Blogging MRSS/Video Communities & Syndication Web 2.0 World Social Networks Advanced Networking Communities Call to Action Web Pages Inbound Links and Traffic to Audio, Photo & Video Networks
  9. 9. Social Media in Action - Made Easy <ul><li>5 Objectives of Social Media (The 5 W’s) </li></ul><ul><ul><li>Reputation Management (‘Who’ Are You?) </li></ul></ul><ul><ul><li>Branding (The ‘What’) </li></ul></ul><ul><ul><li>Marketing (The ‘Where’) </li></ul></ul><ul><ul><li>Listening/Engaging (The ‘When’) </li></ul></ul><ul><ul><li>Monetization (The ‘Why’) </li></ul></ul>
  10. 10. Who Are You? <ul><ul><li>Reputation Management </li></ul></ul><ul><ul><ul><li>See what you look like online </li></ul></ul></ul><ul><ul><ul><ul><li>Go to Google: Type in your Name </li></ul></ul></ul></ul><ul><ul><ul><li>Establish your niche </li></ul></ul></ul><ul><ul><ul><ul><li>Go to Google: Type in “Free Wordtracker” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Plug in terms you use to market you/your business </li></ul></ul></ul></ul><ul><ul><ul><li>Become the expert </li></ul></ul></ul><ul><ul><ul><ul><li>Find the terms to define your niche </li></ul></ul></ul></ul><ul><ul><ul><ul><li>What is missing to make you the expert </li></ul></ul></ul></ul>
  11. 11. What Makes You an Expert? <ul><ul><li>Branding </li></ul></ul><ul><ul><ul><li>Become synonymous with terms in your niche </li></ul></ul></ul><ul><ul><ul><ul><li>Create a 30 to 60 second elevator pitch with niche terms </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Redo your content (from worksheet) to include niche terms </li></ul></ul></ul></ul><ul><ul><ul><li>Generate awareness </li></ul></ul></ul><ul><ul><ul><ul><li>Launch Your Blog (Associated Press) with new focus </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Publish repurposed content with new terms </li></ul></ul></ul></ul><ul><ul><ul><li>Establish/Regain trust </li></ul></ul></ul>
  12. 12. Where Do You Market? <ul><ul><li>Marketing Your Business Online </li></ul></ul><ul><ul><ul><li>Build marketing channels </li></ul></ul></ul><ul><ul><ul><ul><li>Social Networks: LinkedIn,,,, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>MRSS Sites:,, </li></ul></ul></ul></ul><ul><ul><ul><li>Drive action/traffic </li></ul></ul></ul><ul><ul><ul><ul><li>Tag with your URL, Call to Action, Landing Page </li></ul></ul></ul></ul><ul><ul><ul><li>Establish need (to collect data) </li></ul></ul></ul><ul><ul><ul><ul><li>Whitepapers, special offers, Newsletters </li></ul></ul></ul></ul>
  13. 13. (The ‘When’) <ul><ul><li>Listening/Monitoring/Engaging </li></ul></ul><ul><ul><ul><li>Meet your customer on their terms </li></ul></ul></ul><ul><ul><ul><ul><li>Setup Google Alerts for your targeted terms </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Identify competitors, partners and stay on breaking news </li></ul></ul></ul></ul><ul><ul><ul><li>Leverage existing content to increase productivity/word of mouth </li></ul></ul></ul><ul><ul><ul><ul><li>Repurpose your content with new information </li></ul></ul></ul></ul><ul><ul><ul><li>Form/Change opinion (influence the influencers) </li></ul></ul></ul><ul><ul><ul><ul><li>Comment Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>LinkedIn Q & A </li></ul></ul></ul></ul>
  14. 14. ‘ Why’ Leverage Social Media <ul><ul><li>Monetization </li></ul></ul><ul><ul><ul><li>Drive wide funnel sales activity (greater suspects/prospects) </li></ul></ul></ul><ul><ul><ul><li>Decrease costs of communicating value proposition </li></ul></ul></ul><ul><ul><ul><li>Become ‘The Hunted’ </li></ul></ul></ul>
  15. 15. ROI for Social Media <ul><li>“ The problem with trying to determine ROI for Social Media you are trying to put numeric quantities around human interactions and conversations which are not possible.” </li></ul><ul><li>“ To illustrate that point for all our measurement and metric geeks out there, what you are trying to do is assign multiple choice scoring to an essay question. It’s not possible.” </li></ul><ul><li>… “ Ultimately, the key question to ask when measuring engagement is, ‘Are we getting what we want out of the conversation?’” And, as stubborn as it sounds Mr. CEO, you don’t get money out of a conversation. </li></ul><ul><li>– Steven Smith. </li></ul>
  16. 16. Social Media Marketing Action Plan <ul><li>Target 5 site to create marketing channels </li></ul><ul><li>Make each channel unique </li></ul><ul><li>Publish on blog (your own AP) and syndicate to marketing channels </li></ul><ul><li>Create ads, links and sponsorship space </li></ul><ul><ul><li>Videos intro and outro </li></ul></ul><ul><ul><li>Blog posts and comments </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><li>Communicate and build online communities </li></ul>
  17. 17. Open Discussion <ul><li>Q and A </li></ul><ul><li>Contact Info Discussion Topics </li></ul><ul><li>Mint Social Google Juice </li></ul><ul><li>Matthew O’Brien 140 Character Resume </li></ul><ul><li>602.206.8089 Social Networks & IM </li></ul><ul><li>[email_address] Social Media Alias </li></ul><ul><li>@ Blogster </li></ul>