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How to Become Visible with Social Media

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Social media is the biggest change to how we communicate and publish in over 500 years.It is changing everything!
Are you ready to move from being invisible online to visible? Are you the unknown expert and thought leader? Do you know how to market your business and personal brand?
The printing press was invented by Johann Gutenburg, a German, in the 1439. The printing press allowed the Renaissance to spread because it made new ideas available to a much larger audience. More books were written in the vernacular, rather than in Latin.
Johann Gutenberg was a German goldsmith. In his day, people slowly copied books by hand or printed them from wooden blocks where each letter of every page had to be carved separately. Gutenberg learned to make metal letters that he called "type." He could pick up the letters and place them in rows to build pages. Each page was held together by a frame. Gutenberg fixed the frame to a press and pressed the inky surface of his type onto sheets of paper. Gutenberg's movable type helped him to make copies of books faster and more cheaply than ever before.
In the 1990’s people started expressing themselves with online diaries. According to Wikipedia, Justin Hall was one of the earliest bloggers who began eleven years of personal blogging in 1994 as the Web started to become widespread.
The phrase was coined “web log“, which has through the wonderful world of language, been transformed into the term “we blog” and hence “blogging“.
The tools for blogging have evolved to the point that the less technical of the population can now publish text, video and images simply and easily without understanding a single line of coding or computer programming. Tools such as WordPress and Tumblr have broken the technical tyranny of the geeks.
Self expression and creativity has exploded online and allowed anyone with enough passion and discipline to publish their ideas via rich digital multimedia.
Blogging plus Social Media
The rise of social media has allowed bloggers to display and market themselves and their content globally without having to pay a cent to a newspaper, television mogul or to the mass media elite.
Bloggers that were previously undiscovered became global brands on topics as diverse as food, fashion and technology. Marketing your blog was no longer restricted to building an RSS or email subscription list.
Publishing and marketing has been democratized. Freedom to express yourself globally is available in seconds and it is also mobile.
The age of the printing press is now threatened after 573 years. Print media marketing has now been surpassed by digital media for the first time in history.

Published in: Social Media, Business

How to Become Visible with Social Media

  1. 1. How to Become Visible with Social Media
  2. 2. Social media is changing how we communicate
  3. 3. Social media is changing how we publish
  4. 4. Challenge 1: Technology is Changing Rapidly butHumans are Slow to ChangeTo reach 50 million users – Radio took 38 years – TV took 13 years – Internet took 4 years – iPod took 3 years – Facebook added over 200 million users in less than 12 months!
  5. 5. Challenge 1: Technology is Changing Rapidly butHumans are Slow to Change
  6. 6. Challenge 2: We still think Local not Global
  7. 7. Challenge 3: Managing Disruption
  8. 8. Organisations that don’t adapt to the disruption are becomingextinct as companies that adapt grow and thrive!
  9. 9. Challenge 4: Getting Found in a Huge Volume of Information -Over 500 million Websites
  10. 10. Challenge 5: Consuming the Velocity of Information “Every two days we create as much information as we did from the dawn of civilization up until 2003” Eric Schmidt, 2010 (CEO of Google)
  11. 11. The Internet Marketing Landscape
  12. 12. The Internet Marketing Landscape• Search Engines
  13. 13. The Internet Marketing Landscape• Email Marketing
  14. 14. The Internet Marketing Landscape• Paid Internet Marketing
  15. 15. The Internet Marketing Landscape• Social Media Marketing
  16. 16. Social Media MarketingWhat Social Media Marketing isn’t!• A one way conversation• Selling• Corporate speak
  17. 17. Social Media MarketingWhat Social Media Marketing is!• Creating contagious multimedia content on social media (Blogs, YouTube, Pinterest) to engage with prospects• Creating community by building fans, followers and tribes on social networks Facebook, Twitter and LinkedIn• Publishing and Promoting it on Social Networks – Let your followers crowd source your marketing through sharing on social networks
  18. 18. Social Media MarketingCore PrinciplesBuilding an online asset one piece of content at a time
  19. 19. Social Media MarketingCore PrinciplesThink like a Publisher
  20. 20. Social Media MarketingCore Principles Publish and Promote to Multiple Social Networks
  21. 21. Social Media MarketingCore Principles Create “Liquid” and “Linked” content
  22. 22. Social Media MarketingCore Principles Create compelling “Multimedia” Content
  23. 23. Social Media MarketingCore Principles Tap into the power of the “Visual Social Web”
  24. 24. Social Media MarketingCore Principles Make it easy to share
  25. 25. Social Media MarketingWhy Use Social Media Marketing?
  26. 26. Why Social Media?Amplifies your Content
  27. 27. Why Social Media?Accelerates the Spread of your Brand
  28. 28. Why Social Media?It Provides Networking And Online Community Building onSteroids
  29. 29. Why Social Media?Your Business Can Self-Publish
  30. 30. Why Social Media?Enlists the Power of Global Word of Mouth
  31. 31. Why Social Media?It positions you as an expert and thought leader
  32. 32. Why Social Media?Facilitates Trust - Edelman Trust Barometer
  33. 33. Why Social Media?Facilitates Trust - Edelman Trust Barometer
  34. 34. How Do I Start with Social Media Marketing?Step One: Create a Digital Marketing Strategy 1. Create a clear mission 2. Define your audience 3. Know what your goals are 4. Create content and tactics to achieve those goals 5. Measure, manage and modify
  35. 35. How Do I Start with Social Media Marketing?1. Create Your MissionExample: Coca Cola – To refresh the world... – To inspire moments of optimism and happiness... – To create value and make a difference.
  36. 36. How Do I Start with Social Media Marketing?2. Define your AudienceWhat are their problems?How can you help them?What type of media do they like to receive?
  37. 37. How Do I Start with Social Media Marketing?3. What are your goals? – More readers and viewers of your information? – More sales? – More brand recognition? – More sharing?
  38. 38. How Do I Start with Social Media Marketing?4. Creating ContentHow to Produce Contagious Content for Your TargetAudience on a Social Web
  39. 39. How Do I Start with Social Media Marketing?Tip One: Write a Great Headline “You only have seconds to capture attention before they click away to the next article”
  40. 40. How Do I Start with Social Media Marketing?Tip Two: Take offline content online – PowerPoint presentations – Videos that are not on YouTube – Articles that are buried in filing cabinets or newsletters
  41. 41. How Do I Start with Social Media Marketing?Tip Three: Create Content for the WebCreate content built for skimming and scanningExamples – Bullet points – Sub-Titles – Compelling images
  42. 42. How Do I Start with Social Media Marketing?Tip Four: Create Evergreen ContentWrite content that will still be relevant in 5 years!
  43. 43. How Do I Start with Social Media Marketing?Tip Five: Outsource Content Creation to your CommunityCreating content is time consuming!
  44. 44. How Do I Start with Social Media Marketing?Step Two: Implementing Marketing Tactics on the MajorSocial Media Channels to Achieve Goals
  45. 45. How Do I Start with Social Media Marketing?
  46. 46. How Do I Start with Social Media Marketing?Blogging
  47. 47. How Do I Start with Social Media Marketing?5 Top Blog Tips1. Create Consistent, Contagious Multimedia Content2. Include social media sharing buttons3. Optimise for search engines4. Promote to your fans and followers on your social networks5. Make it easy for people to subscribe to your other digital assets including social channels and blog.
  48. 48. How Do I Start with Social Media Marketing?Blog - Case Study
  49. 49. How Do I Start with Social Media Marketing?
  50. 50. How Do I Start with Social Media Marketing?Top 5 Facebook “Page” Tips1. Grow your fans by encouraging “likes”2. Publish as a priority visual content3. Engage and create community4. Create custom tabs that help achieve Facebook goals5. Integrate with your other social media channels
  51. 51. How Do I Start with Social Media Marketing?Facebook - Case Study
  52. 52. How Do I Start with Social Media Marketing?Facebook - Case Study1. “Like” to enter competition2. Create a Facebook shop3. Capture email subscribers4. Events5. House Rules6. Livestream Facebook app7. Include visual apps eg Instagram and Pinterest
  53. 53. How Do I Start with Social Media Marketing?
  54. 54. How Do I Start with Social Media Marketing?Top 5 Twitter Tips1. Learn the art of the headline (You only have 140 characters)2. Grow your Twitter tribe3. Engage with thought leaders and experts in your industry4. Tweet news5. Tweet content
  55. 55. How Do I Start with Social Media Marketing?Twitter Tools
  56. 56. How Do I Start with Social Media Marketing?Twitter Tools – HootsuiteManaging Twitter and my other social media accounts
  57. 57. How Do I Start with Social Media Marketing?Twitter Tools – SocialOomphAutomation for:• Publishing content to Twitter• Following people back with “direct messages”
  58. 58. How Do I Start with Social Media Marketing?Twitter Tools – TweepiBuilding targeted followers on Twitter
  59. 59. How Do I Start with Social Media Marketing?Twitter – Case Study
  60. 60. How Do I Start with Social Media Marketing?Twitter – Case Study•Include a link in your Twitter account to your website orblog•Write an engaging description of your business or brand•Brand it•Add value to your community by tweet other interestingcontent as well as others•Automate content distribution•Use tools to build targeted tribes and community
  61. 61. How Do I Start with Social Media Marketing?
  62. 62. How Do I Start with Social Media Marketing?YouTube Top Tips1. Create short videos - 2 minutes or less2. Optimize video for search engines3. Promote them on the Blog, Facebook and Twitter,
  63. 63. How Do I Start with Social Media Marketing?YouTube – Case Study
  64. 64. How Do I Start with Social Media Marketing?YouTube – Case Study1. Started with a low budget2. Videos were only 2 minutes3. Used humour4. Branded their YouTube channel5. Produce content consistently6. Promote on other social media
  65. 65. How Do I Start with Social Media Marketing?LinkedIn Top Tips1. Participate in Groups2. Use calls to action that capture emails3. Integrate and publish to LinkedIn via your other platforms such as your Blog and Slideshare account
  66. 66. How Do I Start with Social Media Marketing?
  67. 67. How Do I Start with Social Media Marketing?LinkedIn - Case Study
  68. 68. How Do I Start with Social Media Marketing?LinkedIn - Case Study1. Participated in an industry group that matched their target audience (retailers)2. Didn’t sell but provided an educational ebook3. Included a call to action4. Captured emails and built a subscriber database
  69. 69. How Do I Start with Social Media Marketing?
  70. 70. How Do I Start with Social Media Marketing?Slideshare Top Tips1. Upload Offline PowerPoint presentations to Slideshare2. Optimise for search engines3. Publish and Promote on your other social networks
  71. 71. How Do I Start with Social Media Marketing?Slideshare - Case Study
  72. 72. How Do I Start with Social Media Marketing?Slideshare - Case Study – Optimize for Search Engines
  73. 73. How Do I Start with Social Media Marketing?Slideshare - Case Study1. Write a good description with keywords2. Write enticing headlines3. Publish consistently4. Make it easy for Google to find your content
  74. 74. How Do I Start with Social Media Marketing?
  75. 75. How Do I Start with Social Media Marketing?Pinterest Top Tips1. Create Boards that suit your product business categories2. Link them back to your other digital properties3. Have some fun and make it less formal4. Pin images from your website and blog5. Build community and engagement by pinning and sharing other people’s images
  76. 76. How Do I Start with Social Media Marketing?Pinterest - Case Study
  77. 77. How Do I Start with Social Media Marketing?Pinterest - Case Study1. Created Boards that are consistent with her topicsEg. Gardening, Cooking, Decorating2. Uses high definition quality photos3. Makes it personal – travel4. Writes tempting descriptions
  78. 78. How Do I Start with Social Media Marketing?
  79. 79. How Do I Start with Social Media Marketing?Instagram Top Tips1. Make it personal and fun2. Publish regularly3. Create high quality photos
  80. 80. How Do I Start with Social Media Marketing?Instagram - Case Study “Jamie Oliver”
  81. 81. How Do I Start with Social Media Marketing?Instagram - Case Study “Jamie Oliver”• Jamie keeps it social (even includes his kids)• Shares the photos on Facebook and Twitter• Photos are consistent with his message and brand• Publishes regularly and often (from his smart phone)
  82. 82. How Do I Start with Social Media Marketing?
  83. 83. How Do I Start with Social Media Marketing?Top 5 Google+ Tips1. Long form content is valued on Google+2. Use “Circles” to create targeted communities3. Create in depth private discussions via “Hangouts”4. Publish high quality images5. Use the “+1” button to vote for content you like
  84. 84. How Do I Start with Social Media Marketing?Google+ - Case Study
  85. 85. How Do I Start with Social Media Marketing?Google+ - Case Study1. Builds credibility (2 million fans post)2. High quality images3. Includes multimedia4. Branded
  86. 86. Be Persistent! “Nothing in the world can take the place of persistence. Talent will not,…Genius will not, Education will not; the world is full of educated derelicts…… Persistence and determination alone are omnipotent” Calvin Coolidge - US President
  87. 87. Want to Learn How to Create and Market your Online Brand with Social Media?http://www.amazon.com/Blogging-Smart-Way-Create-ebook/dp/B008UGCTMS
  88. 88. Twitter: @JeffBullas

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