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Type	
  your	
  answer	
  in	
  the	
  chat!	
  
How To Use Social Media to
Connect with Your Community,
Build Relationships, and Win
Deals
DJ Waldow
Digital Marketing Evangelist at Marketo
December 18, 2013
©	
  2013	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden:al	
  
	
  	
  
DJ	
  Waldow	
  
Digital	
  Marke:ng	
  Evangelist	
  	
  

Marketo	
  
@djwaldow	
  

©	
  2013	
  Marketo,	
  Inc.	
  Marketo	
  Proprietary	
  and	
  Confiden:al	
  
	
  	
  
Yes.	
  
Social	
  media	
  
is	
  hot.	
  
Over	
  half	
  of	
  
Americans	
  have	
  a	
  
profile	
  on	
  a	
  social	
  
networking	
  site	
  
[Audience	
  Poll]	
  

Page	
  10	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

10
Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  11	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

11
Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  12	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
My	
  MOM	
  is	
  on	
  
Facebook.	
  
1/3	
  of	
  status	
  

updaters	
  post	
  
updates	
  using	
  the	
  
services	
  website	
  
nearly	
  every	
  day.	
  	
  
55%	
  of	
  cell	
  

phone	
  owners	
  
say	
  that	
  their	
  
phone	
  is	
  a	
  
smartphone.	
  
What	
  is	
  social	
  media?	
  
Nope.	
  
Nope.	
  
Those	
  are	
  just	
  social	
  media	
  tools.	
  	
  
Social	
  
Social.	
  Yes.	
  
Social.	
  Yes.	
  
But	
  none	
  of	
  those	
  are	
  social	
  media.	
  
Media	
  
Media.	
  Yes.	
  
Media.	
  Yes.	
  
But	
  none	
  of	
  those	
  are	
  social	
  media.	
  
Social	
   Media	
  
Page	
  48	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Does	
  anyone	
  know	
  …	
  ?	
  

Page	
  49	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  50	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  51	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  52	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  53	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  54	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  55	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Building	
  rela:onships	
  through	
  social	
  
media	
  is	
  like	
  making	
  a	
  mojito	
  	
  
It’s	
  not	
  the	
  
job	
  for	
  a	
  
novice.
Instead,	
  it	
  takes	
  a	
  trained	
  professional	
  …	
  
and	
  :me…	
  and	
  pa:ence.
So	
  …	
  
	
  
where	
  to	
  start?	
  
Page	
  59	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
The	
  

SECRET	
  

to	
  building	
  
rela:onships	
  
through	
  social	
  
media
Page	
  60	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  61	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  62	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  63	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
But	
  what	
  does	
  an	
  

online	
  smile	
  

look	
  like?	
  

Page	
  64	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
No	
  really	
  …	
  what	
  does	
  an	
  

online	
  smile	
  

look	
  like?	
  

Page	
  65	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  66	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  67	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  68	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
What	
  ARE	
  the	
  (awesome)	
  contents?
Page	
  69	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  70	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  71	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  72	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  73	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Immediate response

Page	
  74	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Humor / Human

Page	
  75	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Helpful Selling

Page	
  76	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
More Helpful Selling +
Humor / Human
Page	
  77	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  78	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  79	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  80	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Marketo umbrellas lighting the way !
Page	
  81	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  82	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  83	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  84	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  85	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Just this morning …

Page	
  87	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  88	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  89	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  90	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  91	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  92	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
5,507,089 impressions
13,198 clicks
844,714 people reached

Page	
  93	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  95	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  96	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  97	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  98	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  99	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Gary Vaynerchuck
Page	
  103	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  104	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
42 seconds later …

Page	
  105	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
42 seconds later …

Page	
  106	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  107	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
Page	
  108	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
The Secret Sauce

“The incredible brand awareness and bottomline profits achievable through social media
marketing require hustle, heart, sincerity,
constant engagement, long-term commitment,
and most of all, artful and strategic storytelling.”
-Gary Vaynerchuck in Jab, Jab, Jab, RIGHT HOOK
marketo.com/cheat-sheets/online-community/
Page	
  110	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
marketo.com/definitive-guides/social-marketing/

Page	
  111	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  
QUESTIONS?

Page	
  112	
  
©	
  2013	
  Marketo,	
  Inc.	
  	
  

Marketo	
  Proprietary	
  and	
  Confiden:al	
  

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How to Use Social Media to Connect with Your Community, Build Relationships, and Win Deals

  • 1. Type  your  answer  in  the  chat!  
  • 2.
  • 3.
  • 4.
  • 5. How To Use Social Media to Connect with Your Community, Build Relationships, and Win Deals DJ Waldow Digital Marketing Evangelist at Marketo December 18, 2013 ©  2013  Marketo,  Inc.  Marketo  Proprietary  and  Confiden:al      
  • 6. DJ  Waldow   Digital  Marke:ng  Evangelist     Marketo   @djwaldow   ©  2013  Marketo,  Inc.  Marketo  Proprietary  and  Confiden:al      
  • 9. Over  half  of   Americans  have  a   profile  on  a  social   networking  site  
  • 10. [Audience  Poll]   Page  10   ©  2013  Marketo,  Inc.     10 Marketo  Proprietary  and  Confiden:al  
  • 11. Page  11   ©  2013  Marketo,  Inc.     11 Marketo  Proprietary  and  Confiden:al  
  • 12. Page  12   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 13. My  MOM  is  on   Facebook.  
  • 14. 1/3  of  status   updaters  post   updates  using  the   services  website   nearly  every  day.    
  • 15.
  • 16. 55%  of  cell   phone  owners   say  that  their   phone  is  a   smartphone.  
  • 17. What  is  social  media?  
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 26. Nope.   Those  are  just  social  media  tools.    
  • 27.
  • 29.
  • 30.
  • 31.
  • 32.
  • 34. Social.  Yes.   But  none  of  those  are  social  media.  
  • 36.
  • 37.
  • 38.
  • 40. Media.  Yes.   But  none  of  those  are  social  media.  
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48. Page  48   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 49. Does  anyone  know  …  ?   Page  49   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 50. Page  50   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 51. Page  51   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 52. Page  52   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 53. Page  53   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 54. Page  54   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 55. Page  55   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 56. Building  rela:onships  through  social   media  is  like  making  a  mojito    
  • 57. It’s  not  the   job  for  a   novice.
  • 58. Instead,  it  takes  a  trained  professional  …   and  :me…  and  pa:ence.
  • 59. So  …     where  to  start?   Page  59   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 60. The   SECRET   to  building   rela:onships   through  social   media Page  60   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 61. Page  61   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 62. Page  62   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 63. Page  63   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 64. But  what  does  an   online  smile   look  like?   Page  64   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 65. No  really  …  what  does  an   online  smile   look  like?   Page  65   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 66. Page  66   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 67. Page  67   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 68. Page  68   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 69. What  ARE  the  (awesome)  contents? Page  69   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 70. Page  70   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 71. Page  71   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 72. Page  72   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 73. Page  73   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 74. Immediate response Page  74   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 75. Humor / Human Page  75   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 76. Helpful Selling Page  76   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 77. More Helpful Selling + Humor / Human Page  77   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 78. Page  78   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 79. Page  79   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 80. Page  80   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 81. Marketo umbrellas lighting the way ! Page  81   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 82. Page  82   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 83. Page  83   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 84. Page  84   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 85. Page  85   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 86.
  • 87. Just this morning … Page  87   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 88. Page  88   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 89. Page  89   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 90. Page  90   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
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  • 92. Page  92   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 93. 5,507,089 impressions 13,198 clicks 844,714 people reached Page  93   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
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  • 105. 42 seconds later … Page  105   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 106. 42 seconds later … Page  106   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
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  • 108. Page  108   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 109. The Secret Sauce “The incredible brand awareness and bottomline profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.” -Gary Vaynerchuck in Jab, Jab, Jab, RIGHT HOOK
  • 110. marketo.com/cheat-sheets/online-community/ Page  110   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 111. marketo.com/definitive-guides/social-marketing/ Page  111   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 112. QUESTIONS? Page  112   ©  2013  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al