SMU Starting a Business Presentation.

1. Digital Space Consulting
THE “HOW TO” BUILD YOUR SOCIAL STRATEGY
Tips | Tricks | Platforms | Tactics
March 2015
“We are the CEOs of our own companies: Me Inc.”

2. Who We Are
• Digital agency with over 10 years experience in content, creative, communications,
and analytics
• Passionate about the tools, platforms, and technology used to connect and engage
consumers
• Focused on empowering brands and customers by enabling them to research, relate
and engage with each other
• Entrenched in execution and creating a blueprint from here to there
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3. My Background
Worked for
“Big” agencies
Started
my own agency
Now work with
other agencies
on client work

4. The problem you’re trying to solve
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YOUR FIRST MISTAKE
Assuming people are rational
YOUR THIRD MISTAKE
Assuming that once someone knows things the way you know them,
they will choose what you choose
YOUR SECOND MISTAKE
Assuming people are eager to change
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5. Next - What are you
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• Freelancer or Entrepreneur
• What happens if you leave your business for one day?
• What happens if you leave your business for one year?
• How are you organized for growth
Freelancer
Scalable
System
Brand
Architect

6. What you need to think about
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From a marketing point of view
• How do we deliver a positive customer experience throughout the research, discovery,
and purchase journey
• How do we create client or customer-centric content
• How do we create the right message to the right audience at the right time
• How do measure the effectiveness of our marketing dollar
• How do we maximize marketing budget with limited talent and training resources
• How do we create our brand so people know, like, trust, and buy from us
From a start-up point of view
+ How do I grow and scale
+ What is the hard part
+ 1,000 true believers
+ What is my story

7. How digital marketing and social
media fit into your strategy

8. Do you know?
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Do you know these people?
What about these people?

9. Let’s start with some videos
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Social
Media 2014
Marketing Fundamentals
Don’t Change

10. What happens every 60 seconds on the
internet
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• 695,000 FACEBOOK STATUS
UPDATES
• 1,500 BLOG POSTS
• 100+ NEW LINKEDIN ACCOUNTS
• 694,455 GOOGLE SEARCHES
• 98,000 TWEETS
• 13,000 IPHONE APPS
DOWNLOADED
“Marketing today is about creating brand value by helping customers, not
creating documents and blue pens with your logo on them.”

11. Why social media should be a part of
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your strategy
1. Gain visibility
Unlimited access to professionals, organizations, prospects, and customers in
your target market
2. Provide transparency
Being open and honest allows you to connect with others on common ground
3. Helps you ‘get to give’
Ask for help only after offering help to others the majority of the time
4. Allow ‘nobodies’ to become ‘somebodies’
Create and cultivate your personal brand

12. The New Reality…
If companies don’t know you’re out there, you never get the OPPORTUNITY to
be considered The Customer is in CONTROL.
Your company, product, service, brand, reputation, etc. is now a
search result…
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13. Why social matters
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1. Build relationships
• Support network
• Lead generation
2. Raise visibility
• Increased awareness of you and your services
3. Demonstrate expertise
• Opportunities to show thought leadership
4. Go public
• Come out from behind the curtain
• Find your voice/niche/point of view
Share
links
Amplify
others
Give tips
Be a
resource
Show
expertise
Blog
Blog
comments
Social Networking
LinkedIn

14. The “How To” Social Media for Business
Hello World…
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15. What do I need to do first?
• Become a student of each platform
• Engage and start conversations
• Make sure that your profile is updated / keyword focused
• Share content (articles, videos, webinars, events, etc.)
• Center profiles on who you are, what you’re about, and
how you help
• Create a home online (social home)
• Keep the personal personal and business strictly business
Go ahead, ask the question - What’s the ROI of social media???
Create profiles – engage
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42%
havegeneratedcustomers
throughFacebook
48%
havegeneratedcustomersthroughTwitter
57%
ofbusinesseshavegeneratedcustomers
throughLinkedIn
CUSTOMER ACQUISITION

16. Can you show me a couple of examples?
• Be findable – What happens when someone Google’s your name?
• Offer help and answer questions
• Share useful content (Articles, Blogs)
• Become a student of each platform
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17. Profile: Scott Monty, Ford
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18. But, Where Do I Get Started
People are using the Internet to talk about your brand, products,
competitors, customers, and clients – are you listening?
Want to know what people are saying about you on Twitter? Facebook? Blogs? Forums? No problem.
WHERE TO LISTEN
• Google Alerts
• LinkedIn
• Alltop.com
• Search.Twitter.com
• FollowerWonk.com
• HelpAReporter.com (HARO)
• Feedly
• Socialmention.com
• Topsy.com
WHERE TO SHARE
• Facebook sponsored posts
• Twitter – hashtags / twitter talks
• Linkedin – Groups / sponsored posts
• Quora
• Review sites – Amazon / YouTube / Yelp
• Yahoo Answers
• HARO
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19. 3 easy ways you can leverage social
media
And get started
- Market intelligence
- Understand your customers and competitors
- Track keyword mentions for your products services1- Identify opportunity
- Listen for keywords
- Identify influencers
- Find prospects who are trying to find you
2- Build thought leadership
- Become an expert in your niche
- Grow your tribe / create authority3
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20. So how do you make the most of your
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social media marketing efforts?
ADD VALUE
Share content that your audience will find helpful, informative, or entertaining

21. Curate | Build | Manage | Measure
Get content
• Google Alerts
• AllTop.com
• SocialMention.com
• Feedly
• LinkedIn / Pulse
Build a team
• Crowdspring.com
• WriterAccess.com
• Elance.com
• LinkedIn.com
Manage your message
• Hootsuite
• Buffer
• Sponsored Posts (FB)
• Sponsored Posts (LI)
Track
• Who are you writing for?
• What is the purpose?
• What is the call to action?
• What are you measuring?
The key is to make yourself visible on the Internet – through your website, by blogging, and via value based use of
social media.
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Measure
• Twitter followers / @ Mentions
• Linkedin Followers
• LinkedIn connections / profile views
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You rank in the top 5% for
profiles views among your
connections

22. How you drive business (freelancing / consulting)
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• Give away a free guide that is directly related to your business
• Pick one or two keywords and optimize the heck out of them
• Build your personal brand
• Ask and answer questions on social media
• Create an email pop up (grow your audience)
• Find interview opportunities (podcasts)
• Guest blog
• Powerful links back to your website
• Bigger audiences
• Personal brand building
• Launch a multi-author blog
• small army of writers to create one blog/week

23. • What you will be able to do
• Schedule tweets/Facebook/LinkedIn posts automatically
• Manage multiple social profiles
• http://hootsuite.com/help
Simplest Place To Start?
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24. Simplest Place To Start (Industry)
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25. Simplest Place To Start (Competitor)
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26. Simplest Place To Start (Identify Problems)
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27. Starter Matrix – What You Need
Content Sources Profiles Marketing Tools Simple One
Pager
What Else You Need
Google Alerts LinkedIn Google Trends About.me Gmail account
LinkedIn Twitter SavePublishing.com Magnt.com Pocket
Alltop Facebook Followerwonk.com Tumblr.com Twitter Feed
Feedly Pinterest Fanpage Karma Buffer / Hootsuite
SocialMention.com Instagram Mention Mapp Basecamp / Highrise
Newsle Quora Unroll.me
Stumbleupon Trello
Flipboard HipChat
Mention
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28. Starter Matrix – What You Need
Content / PR /
Social Tools
Tools Where I learn Who I Read
Contently.com Rapportive (Google) This Week in Startups (Podcast) Copyblogger
WriterAccess.com Boomerang (Google) Seth Godin / Start-up School (Podcast) Chris Brogan
Snag.it Ask Gary Vaynerchuck Show (YouTube) Moz.com / White Board Friday
Evernote Jing Ted Talks Scott Stratten
Manage Flitter MailChimp Rainmaker (Podcast) Social Media Examiner
TwitterFeed.com Uberconference School of Greatness – Lewis Howes
(Podcast)
Mashable
Mention Harvest Startup Class (Sam Altman) Social Media Today
Newsle
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29. 8 Point Guide to Bootstrap Your Personal Brand
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Where to start
• Stop planning and start doing
• Position yourself against the brand leader
• Be freakishly persistent (comment, re-tweet, ask a question)
• Do favors for free (read comments)
• Be a connector to establish a strong peer group
• Partner with bigger people (get a sense of what’s important)
• Get a duck
• Build your team
• Invest in tools that either save you time, make you money, or make you look smart
• Perfection is the enemy of good
• Replicate, scale, iterate, repeat
• If you want to go fast – go alone. If you want to go far – go together.
Final thought

30. Create social profiles
Optimize your
profiles to let
customers,
partners, and
vendors find you
Become a student of
social platforms
Establish a social
home
Engage and start
answering questions
Include keywords that are relevant to your type
of business
Write profiles about who
you are, what you do, and
how you can help
Follow your metrics
• Who are you writing for?
• What is the purpose?
• What is the call to action?
• What are you measuring?
Have a game plan
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The dream is FREE –
The HUSTLE is sold
separately
Don’t be upset with the results you didn’t get
from the work you didn’t do

31. Digital Space Consulting
Create. Connect. Engage.
Thank You.

32. How to Contact Us
DigitalSpaceConsulting.com
James@digitalspaceconsulting.com
Linkedin.com/in/Jloomstein
Twitter.com/jloomstein
Slideshare.net/jloomstein/presentations
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