Creating Your Social Success Story
Chris Treadaway
Polygraph Media

“I love everything about this house, except it
needs a few modern touches.
What can I do to quickly modernize this house
with minimal effort?”

In Review
• Life happens – a cry for help
• A social and publicly communicated solution on
Facebook
• “Nest” – a high-end thermostat with modern user
experience (UX) – just launched Oct 2011
• Product research and reviews
• Purchase at his nearby Apple Store
• Affirmation & unsolicited social recommendation
again on Facebook

Old Marketing vs. New Marketing
Signage Social Media
Billboards Content Marketing
Newspaper News Feed Optimization
Radio & TV Blogging
Yellow Pages Listings, Reviews, Reputation
Traditional Press Search Engine Marketing
Brochure Web Site
Cash Register E-mail/CRM
Scheduling System
Direct Mail List

Today’s Conversion Funnel
Signage
Billboards
Newspaper
Radio & TV
Yellow Pages
Traditional Press
Brochure
Cash Register
Scheduling System
Direct Mail List
Social Media
Content Marketing
News Feed Optimization
Blogging
Listings, Reviews,
Reputation
Search Engine Marketing
Web Site
E-mail/CRM
Personal Referrals

Why? Trust.

Getting to an Action Plan
• Decide what you think fits your business best
• Pick the right outlets
• Publish & curate content consistently
• Listen to customers genuinely and respond
• Attract new customers through participation
& direct advertising
• Identify Influencers and make them really
happy

Two Approaches to Social
Go where the people are Do what fits your business

Worksheet
• Listings
• Search Engine Visibility
• Sharing Pictures with Customers
• Publishing Videos
• Sharing Articles and Your Opinions with
Customers
• Ratings & Online Reputation Management
• Answering Common Questions
• Proactively write about your business

Google Local Business Listing

Google Local Business Listing
www.google.com/
placesforbusiness

Google+
• Social + Search
Engine
optimization
• Create a page
for Google+
www.google.com
/+/business/

“Hacking” Google Search Results
G+ Post

Pinterest
• 83% women in
the United
States
• Create a free
account at
Pinterest.com
• Integrated
with other
social media
http://pinterest.com/jasonmiles/pinterest-facts-figures/

YouTube
• Create your own Channel
• Upload videos
• Search Engine Optimization benefit
• Embed videos in web sites, blog posts, etc.

Facebook & Twitter
• Facebook Pages
– Edgerank – the algorithm that determines what
people see when they log in
– You must encourage comments, likes, shares of
your content
• Facebook Profiles
• Facebook Notes
• Twitter
– Limited to 140 characters

What percentage of local customers read reviews
about local businesses?
67%
69% believe the general public as much as a friend

http://biz.yelp.com/claiming

http://www.quora.com

Blogging Platforms
• Wordpress – blogging
• Typepad – blogging
• Tumblr – blogging & pictures

Tools of the Trade

Curate Content
• If you don’t have content or don’t want to
create it, curate it
• Curation is referring to other people’s content
on your own social media properties
• E.g. linking to an interesting article, sharing
another person’s photo, commenting on
someone else’s work

Keyword Optimization
• Google Suggest
• Tells you what search terms people use to find
you, competitors, etc.
• Words with high search volume = good
• Tip  use them in your blog content, Google+
posts, Facebook posts, Twitter

Content Ideas
• “Behind the scenes” videos
• “Staff” profiles
• What people don’t know about what you do
• How to deal with weather changes
• Taking care of their purchase
• Related items of interest – landscaping, being
“ecofriendly”
• Contests
• Evocative imagery

Performance by Content Type

Utilize Imagery
Polygraph’s study of 120,000+ Facebook pages
reveals that 98%+ underutilize posting pictures
to encourage social chatter

Evocative Imagery Sells

Create an Editorial Calendar
• Set the rules/policy
• Mix up topics and outlets
• Discipline
• Take the thought out of the problem – “autopilot”

Listen & Identify Influences
• People are saying things about what they
want, like, dislike all the time in social media
• Monitor to listen, understand what customers
are saying
• Certain people are driving conversations
online, in peer groups
• Win them and you win groups of people!

Thank you!
Chris Treadaway
chris@polygraphmedia.com
@ctreada on Twitter