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How to Become Visible with Social Media
Social media is changing how we communicate
Social media is changing how we publish
Challenge 1: Technology is Changing Rapidly but
Humans are Slow to Change
To reach 50 million users
   –   Radio took 38 y...
Challenge 1: Technology is Changing Rapidly but
Humans are Slow to Change
Challenge 2: We still think Local not Global
Challenge 3: Managing Disruption
Organisations that don’t adapt to the disruption are becoming
extinct as companies that adapt grow and thrive!
Challenge 4: Getting Found in a Huge Volume of Information -
Over 500 million Websites
Challenge 5: Consuming the Velocity of Information




         “Every two days we create as much
        information as w...
The Internet Marketing Landscape
The Internet Marketing Landscape
• Search Engines
The Internet Marketing Landscape
• Email Marketing
The Internet Marketing Landscape
• Paid Internet Marketing
The Internet Marketing Landscape
• Social Media Marketing
Social Media Marketing
What Social Media Marketing isn’t!

•   A one way conversation

•   Selling

•   Corporate speak
Social Media Marketing
What Social Media Marketing is!

•   Creating contagious multimedia content on social media
    (Bl...
Social Media Marketing
Core Principles
Building an online asset one piece of content at a time
Social Media Marketing
Core Principles
Think like a Publisher
Social Media Marketing
Core Principles
   Publish and Promote to Multiple Social Networks
Social Media Marketing
Core Principles
   Create “Liquid” and “Linked” content
Social Media Marketing
Core Principles
   Create compelling “Multimedia” Content
Social Media Marketing
Core Principles
   Tap into the power of the “Visual Social Web”
Social Media Marketing
Core Principles
   Make it easy to share
Social Media Marketing
Why Use Social Media Marketing?
Why Social Media?
Amplifies your Content
Why Social Media?
Accelerates the Spread of your Brand
Why Social Media?
It Provides Networking And Online Community Building on
Steroids
Why Social Media?
Your Business Can Self-Publish
Why Social Media?
Enlists the Power of Global Word of Mouth
Why Social Media?
It positions you as an expert and thought leader
Why Social Media?
Facilitates Trust - Edelman Trust Barometer
Why Social Media?
Facilitates Trust - Edelman Trust Barometer
How Do I Start with Social Media Marketing?
Step One: Create a Digital Marketing Strategy

   1.   Create a clear mission
...
How Do I Start with Social Media Marketing?
1. Create Your Mission
Example: Coca Cola
   –   To refresh the world...
   – ...
How Do I Start with Social Media Marketing?
2. Define your Audience
What are their problems?
How can you help them?
What t...
How Do I Start with Social Media Marketing?
3. What are your goals?

   –   More readers and viewers of your information?
...
How Do I Start with Social Media Marketing?
4. Creating Content
How to Produce Contagious Content for Your Target
Audience...
How Do I Start with Social Media Marketing?
Tip One: Write a Great Headline
  “You only have seconds to capture attention ...
How Do I Start with Social Media Marketing?
Tip Two: Take offline content online

   –   PowerPoint presentations
   –   V...
How Do I Start with Social Media Marketing?
Tip Three: Create Content for the Web

Create content built for skimming and s...
How Do I Start with Social Media Marketing?
Tip Four: Create Evergreen Content
Write content that will still be relevant i...
How Do I Start with Social Media Marketing?
Tip Five: Outsource Content Creation to your Community
Creating content is tim...
How Do I Start with Social Media Marketing?
Step Two: Implementing Marketing Tactics on the Major
Social Media Channels to...
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Blogging
How Do I Start with Social Media Marketing?
5 Top Blog Tips
1. Create Consistent, Contagious Multimedia Content
2. Include...
How Do I Start with Social Media Marketing?
Blog - Case Study
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Top 5 Facebook “Page” Tips
1. Grow your fans by encouraging “likes”
2. Publish...
How Do I Start with Social Media Marketing?
Facebook - Case Study
How Do I Start with Social Media Marketing?
Facebook - Case Study

1.   “Like” to enter competition
2.   Create a Facebook...
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Top 5 Twitter Tips
1. Learn the art of the headline (You only have 140
   char...
How Do I Start with Social Media Marketing?
Twitter Tools
How Do I Start with Social Media Marketing?
Twitter Tools – Hootsuite
Managing Twitter and my other social media accounts
How Do I Start with Social Media Marketing?
Twitter Tools – SocialOomph
Automation for:
• Publishing content to Twitter
• ...
How Do I Start with Social Media Marketing?
Twitter Tools – Tweepi
Building targeted followers on Twitter
How Do I Start with Social Media Marketing?
Twitter – Case Study
How Do I Start with Social Media Marketing?
Twitter – Case Study
•Include a link in your Twitter account to your website o...
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
YouTube Top Tips

1. Create short videos - 2 minutes or less
2. Optimize video...
How Do I Start with Social Media Marketing?
YouTube – Case Study
How Do I Start with Social Media Marketing?
YouTube – Case Study

1.   Started with a low budget
2.   Videos were only 2 m...
How Do I Start with Social Media Marketing?
LinkedIn Top Tips

1. Participate in Groups
2. Use calls to action that captur...
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
LinkedIn - Case Study
How Do I Start with Social Media Marketing?
LinkedIn - Case Study
1. Participated in an industry group that matched their
...
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Slideshare Top Tips

1. Upload Offline PowerPoint presentations to Slideshare
...
How Do I Start with Social Media Marketing?
Slideshare - Case Study
How Do I Start with Social Media Marketing?
Slideshare - Case Study – Optimize for Search Engines
How Do I Start with Social Media Marketing?
Slideshare - Case Study

1.   Write a good description with keywords
2.   Writ...
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Pinterest Top Tips

1. Create Boards that suit your product business
   catego...
How Do I Start with Social Media Marketing?
Pinterest - Case Study
How Do I Start with Social Media Marketing?
Pinterest - Case Study

1. Created Boards that are consistent with her topics
...
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Instagram Top Tips
1. Make it personal and fun
2. Publish regularly
3. Create ...
How Do I Start with Social Media Marketing?
Instagram - Case Study “Jamie Oliver”
How Do I Start with Social Media Marketing?
Instagram - Case Study “Jamie Oliver”

•   Jamie keeps it social (even include...
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Top 5 Google+ Tips
1. Long form content is valued on Google+
2. Use “Circles” ...
How Do I Start with Social Media Marketing?
Google+ - Case Study
How Do I Start with Social Media Marketing?
Google+ - Case Study

1.   Builds credibility (2 million fans post)
2.   High ...
Be Persistent!


      “Nothing in the world can take the place of
      persistence. Talent will not,…Genius will not,
  ...
Want to Learn How to Create and Market your
      Online Brand with Social Media?
http://www.amazon.com/Blogging-Smart-Way...
Twitter: @JeffBullas
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.

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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 but Humans are Slow to Change To 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 but Humans 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 becoming extinct 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 Marketing What Social Media Marketing isn’t! • A one way conversation • Selling • Corporate speak
  17. 17. Social Media Marketing What 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 Marketing Core Principles Building an online asset one piece of content at a time
  19. 19. Social Media Marketing Core Principles Think like a Publisher
  20. 20. Social Media Marketing Core Principles Publish and Promote to Multiple Social Networks
  21. 21. Social Media Marketing Core Principles Create “Liquid” and “Linked” content
  22. 22. Social Media Marketing Core Principles Create compelling “Multimedia” Content
  23. 23. Social Media Marketing Core Principles Tap into the power of the “Visual Social Web”
  24. 24. Social Media Marketing Core Principles Make it easy to share
  25. 25. Social Media Marketing Why 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 on Steroids
  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 Mission Example: 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 Audience What 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 Content How to Produce Contagious Content for Your Target Audience 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 Web Create content built for skimming and scanning Examples – Bullet points – Sub-Titles – Compelling images
  42. 42. How Do I Start with Social Media Marketing? Tip Four: Create Evergreen Content Write 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 Community Creating content is time consuming!
  44. 44. How Do I Start with Social Media Marketing? Step Two: Implementing Marketing Tactics on the Major Social 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 Tips 1. Create Consistent, Contagious Multimedia Content 2. Include social media sharing buttons 3. Optimise for search engines 4. Promote to your fans and followers on your social networks 5. 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” Tips 1. Grow your fans by encouraging “likes” 2. Publish as a priority visual content 3. Engage and create community 4. Create custom tabs that help achieve Facebook goals 5. 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 Study 1. “Like” to enter competition 2. Create a Facebook shop 3. Capture email subscribers 4. Events 5. House Rules 6. Livestream Facebook app 7. 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 Tips 1. Learn the art of the headline (You only have 140 characters) 2. Grow your Twitter tribe 3. Engage with thought leaders and experts in your industry 4. Tweet news 5. 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 – Hootsuite Managing Twitter and my other social media accounts
  57. 57. How Do I Start with Social Media Marketing? Twitter Tools – SocialOomph Automation for: • Publishing content to Twitter • Following people back with “direct messages”
  58. 58. How Do I Start with Social Media Marketing? Twitter Tools – Tweepi Building 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 or blog •Write an engaging description of your business or brand •Brand it •Add value to your community by tweet other interesting content 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 Tips 1. Create short videos - 2 minutes or less 2. Optimize video for search engines 3. 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 Study 1. Started with a low budget 2. Videos were only 2 minutes 3. Used humour 4. Branded their YouTube channel 5. Produce content consistently 6. Promote on other social media
  65. 65. How Do I Start with Social Media Marketing? LinkedIn Top Tips 1. Participate in Groups 2. Use calls to action that capture emails 3. 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 Study 1. Participated in an industry group that matched their target audience (retailers) 2. Didn’t sell but provided an educational ebook 3. Included a call to action 4. 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 Tips 1. Upload Offline PowerPoint presentations to Slideshare 2. Optimise for search engines 3. 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 Study 1. Write a good description with keywords 2. Write enticing headlines 3. Publish consistently 4. 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 Tips 1. Create Boards that suit your product business categories 2. Link them back to your other digital properties 3. Have some fun and make it less formal 4. Pin images from your website and blog 5. 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 Study 1. Created Boards that are consistent with her topics Eg. Gardening, Cooking, Decorating 2. Uses high definition quality photos 3. Makes it personal – travel 4. 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 Tips 1. Make it personal and fun 2. Publish regularly 3. 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+ Tips 1. Long form content is valued on Google+ 2. Use “Circles” to create targeted communities 3. Create in depth private discussions via “Hangouts” 4. Publish high quality images 5. 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 Study 1. Builds credibility (2 million fans post) 2. High quality images 3. Includes multimedia 4. 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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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.

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