Create a solid foundation for your social media success. Apply the tried and true marketing techniques of figuring out your key messages, your brand experience, your objectives, your calls to action, the measurements you’ll use, and the way social media fits into your whole marketing strategy. Once these are in place, success is a matter of execution instead of mystery.

1. Blending the Best of Traditional Marketing and Social Media Marketing © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 1

2. Agenda Social media marketing pitfalls What traditional marketing tools? How can I use them? Why should I use them? How do I know they’re working? © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 2

3. Where we run into trouble with social media How do people find me? What do I say to my existing customers? I don’t know what to put on my page… Why will prospective customers care? Why am I doing this? No one is commenting…or retweeting…or anything What is this all about anyway!?! © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 3

4. Why the trouble? Unclear about our objective Don’t know why people are interested in us to begin with Used to telling people why to buy from us Not sure how to talk to people: formally, informally, entertaining, serious Confused about how to invest in social media marketing and the expected return Not obvious what we want them to do © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 4

5. Let’s look at the 4 p’s of Marketing Product Price Place Promotion © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 5

7. Connection

8. Contribution

9. Conversation

10. Collaboration‘The product’ now includes all of the pieces of social media The entire experience the customer or prospect has of your social media engagement becomes part of your product or service © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 6

11. Price One of the keys to pricing is the value to price differential You want to keep your price up Social media can add value if you design it that way You can balance that increased value with promotions: after you think about the tradeoffs © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 7

12. Place This is about where and how you get your product to the market – essentially you need to know who and where your customers are In social media this applies when mapping out where you will be present, for whom, and why What are they expecting How do they want to receive your information © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 8

13. Promotion Traditionally, this has been the totality of marketing communications: ads, press releases, brochures, documents, posters, direct mail, etc. All one way communication… Social media flips this around into a conversation: including what was once considered one way communication is now up for commenting in places we don’t even easily see without using a search tool © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 9

14. Promotion turns out to be tricky 80%/20% rule Promotion is implicit Deals can be addictive and not authentically creating community Assume your followers/likes/fans/members are loyal customers and treat them that way Ways to promote (inside the 20%) Examples: before and after, how someone used your product/service, testimonial (posted by the customer), photo/video of results Special events Reminders of offers: buy 3 get 4 – these are gentle reminders in the context of cherishing your loyal customers Calls to action: come in and see us, call today to learn more, email me to find out how you can get those results, what do you do in this situation, share your tips © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 10

15. This is all the Brand Experience The complete experience the customer has in learning about, buying, using, fixing, and discarding your product or service – EVERYTHING Hear, touch, smell, taste, see Tone Personality Fun, respect, feel cared for, speed, vocabulary Where they buy from you Value above the price All the p’s are here © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 11

16. Putting your social media marketing plan together You’ll be creating your company’s brand experience—in real time, in conversation So laying the ground work is important © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 12

17. Step 1: Foundation First step is to know yourself Get in touch with your value Ask customers Ask prospective customers Strengths, weaknesses, why do they buy, what do they like? Discover what your customers look to you for – what do they count on you to be? © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 13

18. 5 key components of irresistible brands Inspiring Focused: single-minded Consistent Multi-sensory Deliver on their promise © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 14

19. How do you create a fabulous brand experience? Answer the main question: who are you for your customer? And who do you want to be? What gap are you closing for your customer? Why does your customer need you? Why does your customer want you? What would your customer do without you? Would they miss you? Customer driven or customer focused? © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 15

20. Step 2: Product (the tangible deliverable) What is the nature of the content you will generate? What is your customer/prospect expecting from you? What is in alignment with your product/service? What type of personality naturally delivers that type of content? And that your customer/prospect would connect with? ACTION => Describe in concrete terms the personality you will have in conversation across all your platforms: your tone, formality, values, what you wear, what you do, who you are so that you can step into that persona clearly. Identify the types of information that will be included in your content: technical, entertaining, challenging, educational, revealing, sensational, inspiring… © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 16

21. Step 3: Price This is about the value of your content and increasing the value/price ratio. What types of content will make a positive difference to your customer/prospect? How do you want them to use the content? What kinds of interaction will be satisfying to them? What thought leadership are they expecting from you? ACTION => Develop a value-driven content calendar with themes, topics, a variety of media, and an integrated set of posts across your online platforms. © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 17

22. Step 4: Place Where will your customers/prospects be online? What platforms align with your brand? When will they be there? How frequently do they show up? How frequently are they expecting you to show up? ACTION => Map out the social media platforms you’ll be on, when, and how frequently. © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 18

23. Step 5: Promotion What tips, examples, and testimonials are your customers/prospects interested in? What events could you sponsor or create? What special offers can you make that balance the value and don’t create an addiction to deals? When are these important to do? What calls to action are your going to include? ACTION => Develop a calendar of promotion – using the 80/20 rule © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 19

24. Step 6: Integrated plan Bring together all the component of the 4 p’s plan for social media marketing in a content calendar that identifies: Source material Events Offers Examples/tips Engagement activities Platform cross-connection Develop a set of tools for remembering your persona © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 20

25. Step 7: What game are you in?Measure, measure, measure Create your game rules (business objectives) What and who are you investing? What return do you want? Declare your start (where are you now) Measure at the end of a turn (define your time interval for measurement) Compare (the before/after difference) Win? Lose? (meet objectives? Are the objectives the right ones?) Start the next round And that will tell you whether what you’re doing is working or not. © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 21

26. Begin with the end in mind—Stephen Covey Step 7 is really where you begin Doing Step 1-6 will help you figure out Step 7 The key difference with social media marketing is the dynamic nature, so your plan is circular and reflects the present situation—so keep the plan updated with what you learn so you will continue to have the structure to support a consistent, coherent experience for your market! © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 22

27. Stick with it! © Kathryn A Gorges www.theSocialMarketingDiva.com @SocialMktgDiva @kagorges LinkedIn/in/KathrynGorges 23