Slides from Day 1 of 2-Day Social Media Masterclass presented by Julie Mason, The Social Media Princess

2. What we will cover...
Day 1 – Develop A Social Media Strategy
– Social media now and in the future
– Key considerations for your business
– Creating an actionable social media strategy
– Laser targeting and online influencers
Day 2 – Facebook Timeline Masterclass
– Maximising the new Timeline layout
– Quick results with custom apps
– Developing content to successfully engage your audience
– Seek and attract strategies

3. How To Catch A Fish...

4. Social Media now and in the future...
Facebook
• Monthly active users now over 900 million
• One in 7.7 people on the planet have a Facebook account
• Monthly mobile users now total 488 million
• 83 million users accessed Facebook solely from mobiles in March „12
• 42 million “Pages” with 10 likes or more
• Over 9 million Facebook “apps”
• 3.2 billion Likes and Comments are posted daily
• 300 million photos are uploaded to the site each day

5. Social Media now and in the future...
Twitter
• Over 465 million accounts
• 11 Twitter accounts created every second
• Over 100 million active users
• Over 175 million Tweets sent per day / 1 week to send 1 billion!!
• Over 75% of Twitter traffic comes from third-party applications
(Hootsuite, Tweetdeck etc)
• Nearly 200% increase in number of mobile users in the past year

6. Social Media now and in the future...
LinkedIn
• Over 161 million members in over 200 countries
• More than 5 billion professionally-oriented searches on LinkedIn
• LinkedIn currently available in 17 languages
• Executives from all 2011 Fortune 500 companies are members
• 82/100 Fortune 100 use LinkedIn for corporate hiring solutions
• 22% of traffic comes from mobile devices
• 66% of members classify themselves as the decision maker in their
business/company

7. Social Media now and in the future...
YouTube
• 60 hours of video uploaded every minute
• 4 billion videos are viewed each day
• More than 800 million unique visitors each month
• In 2011, YouTube had more than 1 trillion views or almost 140 views
for every person on Earth!
• 500 years of YouTube video are watched every day on Facebook and
over 700 YouTube videos are shared on Twitter each minute
• An auto-shared Tweet results in 6 new youtube.com sessions on av. &
YouTube sees more than 500 Tweets per/min containing a link

8. 6 social networks to watch...
Google+
– Growing at 600,000 users per day
– Launched “Pages” for business applications
Pinterest
– Grown 4,000% in the last 6 months
– Users extremely engaged & currently ranks #3 at 88.3 minutes per user per month
behind Facebook & Tumblr
Tumblr
– 900% growth in the last 12 months - 90 million users vs 10 million a year ago
– Microblogging platform that is easy to use
– Highly engaged audience with 2% making up 43% of total visits

9. 6 social networks to watch...
Slideshare
– 3 billion slide views per month
– 500% more traffic from business owners than any other professional website
Facebook
– New emerging eCommerce paradigm – taking your shop to the network rather than
driving visitors to your website
– Evolving into a more mature extension of your website design, function & content
Twitter
– Its embedding in the new Apple iOS5 mobile operating system has seen growth and
increased sign-ups by 300%
– Watch for the roll-out of its ad plaform (sponsored Tweets)

10. Key Considerations for your business...
Your Customers Know Best
Social media has given control back to your customers – so it is important
to start thinking as your customer thinks.
Don’t Measure Success By Number Of Followers
Growing your community is important but you should focus on who is
engaging with you and at what level. While tempting as it may be to
pay for a service to deliver thousands of fans literally overnight – it is
organic growth that matters. Things don’t always happen overnight.
Study What Works
Become a student of marketing – there are some great brands out there
doing awesome things with social media. Learn from them, while
tailoring it to fit your goals, needs and community.

11. Key Considerations for your business...
Determine what platforms you need to target
Find out where your customers are hanging out...there is no point
investing time on LinkedIn if your customers are not there.
Time allocation for your social media marketing
While social media is ‘free’ it costs time. The success comes in
developing relationships with key influencers within your community –
allow at least 2 hours per week per platform to get results. Focus this
time on marketing efforts not on what your friends are doing.
Call in the experts
It’s okay not to know everything but it is important to know when to call
for help.

12. Setting real business objectives...
What are your goals?
When do you want to achieve this by?
How do you see yourself achieving this?
Break it down into steps

13. Differentiate your business from the competition...
What makes your business different?
Is this unique?
Can you back it up?
Is there a ‘twist’ or angle you can highlight?

14. Who are your top 3 competitors?

15. What sets you apart from the competition?
• Educate your clients
• Provide a ‘sphincter-tightening’ guarantee
• Twist or angle
• Free offer

16. What Is your U______ S________ P________?

17. What Is your U______ S________ P________?

18. The Irresistible Customer Relationship Path

19. To Outsource or keep in-house?
Outsource
• Elance.com, Odesk.com, Vworker.com, Onlinejobs.ph
• Set up a social media policy – guidelines are important
Free Tool: www.socialmedia.policytool.net
• Factor in training time to get them up to speed on your business
• Consider the personality of your business – will it translate?
• Touch base regularly

20. To Outsource or keep in-house?
In-house
• Set up a social media policy – guidelines are important
• Use tools to leverage your message across multiple networks
• Set aside time each day to check in, monitor, manage, communicate
• Set aside time to study / learn successful marketing techniques

21. Measuring the value of your social media marketing
Social Media Marketing Industry Report 2012

22. Measuring the value of your social media marketing
• Google Analytics / Google Webmaster Tools
• Facebook Insights
• Klout.com
• Twittercounter.com
• Hootsuite Analytics (paid version only - $5.95 p/mth)
• LinkedIn metrics
• Ask customers!

23. Creating An Actionable Social Media Strategy
Who is your audience?
What interests do they have?
Why would they engage?
How technically savvy are they?
How are they finding you?
What online communication tools are they used to?

24. Creating An Actionable Social Media Strategy
What are your goals?
Engagement – (I want xx people liking my page by ?)
Education – (I need to help „x‟ understand „y‟)
Awareness – (I want xx people to be aware of yy)
Leads – (I want xx people joining my list by ?)
Sales – (I want xx people buying yy in 2012)

25. Creating An Actionable Social Media Strategy
Where will you promote?
Match audience, content and platform
What types of content do you have to communicate?
Is timing a factor?
How does your audience prefer to receive information?
Test and measure

26. Creating An Actionable Social Media Strategy
How will they find you?
Existing database
Search – organic / pay per click
Word of mouth
Links
Advertising
Promotions

27. Creating An Actionable Social Media Strategy
When?
Is timing an issue?
Is your strategy/campaign seasonal?
Can it be piggy-backed on another promotion?
Have you developed a timeline for the promotion?
When is your end-date?

28. Social Media Marketing Strategy Plan
Where are you now? Where do you want to be?
Strengths: put your strengths here Achievements for 3 successful years: put what you want to achieve personally, financially, spiritually and
Weaknesses: put your weaknesses here business-wise here
Things that need to be in place within the next 12 months:
o List the most important things you need to do to make your achievements happen
How will you get there?
Strategy 1: Strategy 2: Strategy 3 Strategy 4: Strategy 5: Strategy 6:
2.1 3.1 4.1 5.1 6.1
When: When: When: When: When: When:
Who: Who: Who: Who: Who: Who:

29. 3 Important Elements For Effective Content Strategy
1. Have a plan
- does it help your overall social media strategy?
- is it relevant to your target market?
- does it address their needs?

30. 3 Important Elements For Effective Content Strategy
2. Do your research
- Use Google‟s keyword tool external
- search.twitter.com
- Tweetdeck.com – set up a column to follow a
conversation around a particular topic
- Google Alerts
- LinkedIn Answers

31. 3 Important Elements For Effective Content Strategy
3. Measure your results
- Facebook insights
- Google Analytics
- Twittercounter.com

32. Weekly Social Media Strategy - EXAMPLE
Day 1 Day 2 Day 3 Day 4 Day 5
Theme: Question Blog feature Interesting article Tip Discussion on a trend
Flickr/YouTube: Photo/video related to theme Photo/video related to theme Photo/video related to theme Photo/video related to theme Photo/video related to theme
Facebook:
Post #1: #1: #1: #1: #1: #1:
Post #2: #2: #2: #2: #2: #2:
Post #3: #3:
#3: #3: #3: #3:
Twitter:
Tweet #1: #1: #1: #1: #1: #1:
Tweet #2: #2: #2: #2: #2: #2:
Tweet #3: #3: #3: #3:
#3: #3:
Blog: Enter Topic/Title Name
Goal: Market research Drive traffic to website Add value Add value Get engagement
Measure of FB: 3 post; 50 likes, 5 comments FB: __posts; __likes, FB: __posts; __likes, FB: __posts; __likes, FB: __posts; __likes,
Effectiveness (aver. per post) __ comments __ comments __ comments __ comments
Twitter: 4 mentions; (average per post) (average per post) (average per post) (average per post)
5 re-tweets Twitter: __mentions; Twitter: __mentions; Twitter: __mentions; Twitter: __mentions;
Blog: 1000 page views __re-tweets __re-tweets __re-tweets __re-tweets
Blog: ____ page views Blog: ____ page views Blog: ____ page views Blog: ____ page views

33. Time Saving Tools
Hootsuite.com – free & paid
Socialoomph.com – free & paid
Postplanner.com – paid
Timely.is – free
Manageflitter.com – free
Cool Tools
ifttt.com – (if this then that) task help
Speakpipe.com – voicemail for Facebook (FREE)

34. Optimising your profiles - Facebook
Complete your Timeline – include all images
Complete the Basic Information Page – use keywords
Put a call to action in the About section – use keywords
Recommend using “Company” as the Category

35. Optimising your profiles - Twitter
Add your Bio – use keywords
Include your website address
Add # (hashtags) to your Tweets
Include a good photo

36. Optimising your profiles - LinkedIn
Complete your profile to 100%
Use keywords in your Heading / Current & Past positions
Write a conversational summary
Add a call to action
Add some colour
Get recommendations

37. Optimising your profiles - YouTube
Create a Channel
Use keywords in description
Add your website URL
Include Tags
Link to your other social media accounts
Include URL/description/tags to every video upload

38. Describe Your Business...

39. Describe it from your client’s point of view...

40. Describe Your Ideal Client...
• Age
• Gender
• Socio-economic group
• Geographic location
• Interests
• Sports
• Family
Give them a name

41. Describe Ideal Client’s Top 10...
• Fears
• Wants
• Needs
• Frustrations

42. Now prioritise these
into the top 3
issues

43. What are the
top 10 mistakes
your prospects make
around your product?

44. What Are Your Client’s Interests?
• Sport
• Books/magazines
• Movies/TV shows
• Hobbies

45. What Is Your Primary Business Objective?
• Build a list
• Sell products
• Increase brand awareness
• Improve customer service
• Increase engagement levels

46. What Is Your Call To Action?
• Become a fan
• Drive traffic to website
• Build a database
• Increase referrals
• Purchase product

47. Finding Your Target Market With Laser Precision
• Social Search – Facebook, Twitter, LinkedIn
• Groups
• Forums
• Facebook Ads
• Google Ads

48. Discover The Influencers & Connect...
Klout.com – search for a topic
Twitter.com – search for a topic/people
LinkedIn – check Answers/Groups
Facebook – see who is spreading your info

49. Measuring Your Social Media Influence...
Klout.com – check your score
Twittercounter.com – see your stats
Hootsuite.com – analytics
Facebook Insights – talking about this

51. 2nd– 9th
Sept 2012
Beautiful Bali

52. 7 Days In An
Exclusive Resort

53. 5 Days of Interactive
Hands-On Workshop

54. All Meals Included

55. Plus some special events