The document is a presentation by Will O’Brien, a creative business coach, discussing the importance of social media for marketing and brand engagement. It emphasizes building relationships with customers through various platforms, creating meaningful content, and listening to audience feedback. The presentation also offers practical tips on leveraging social media effectively to enhance visibility and customer loyalty.

1. What You Don't Know
About Social Media
Willo O’Brien
Creative Business Coach
@WilloToons + WilloToons.com
DBW Discoverability & Marketing Conference - September 25, 2012 - New York, NY

2. Agenda
Who I am
Who You Are
What’s Happening
Where You Are
Why It’s Awesome
How to Leverage It
What It’s All About
How To Do It Better
When To Start
A Few Practical Tips
Q & A

3. Expert Expressionist
@WilloToons on everything (Twitter, Facebook,
Pinterest, LinkedIn, About.me, Google+, Etsy,
Flickr, Goodreads, Tumblr, YouTube, etc.)
Blogging for 12+ years, and published my own
newsletter for years before that
Artist, Producer, Speaker, Writer, Coach

8. My Career Path
Production Artist
Flash Designer
Web/Graphic
Designer
Illustrator/Artist
Freelance Web/
Graphic Designer/
Developer
Product Designer
Producer/Video Series
Marketing & Social
Strategy
Co-Founder of Start-ups
(CCO + VP Marketing)
Speaker / Coach /
Consultant
Writer/Author

9. What’s Your Story?
Writer
Published Author
(or Aspiring)
Marketing (Social or Traditional)
Research
Consulting
Changing the Game

10. You’re in the right spot.

11. “The future belongs to a very different kind of
person with a very different kind of mind—
creators and empathizers, pattern recognizers,
and meaning makers.
These people—artists, inventors, designers,
storytellers, caregivers, consolers, big picture
thinkers—will now reap society’s richest rewards
and share its greatest joys.”
~Daniel Pink,AWhole New Mind

12. Social Media
is your oyster.

13. Think Distribution
Twitter
Facebook
LinkedIn
Google+
Flickr
Blog (RSS, Tumblr)
E-Newsletters
Pinterest
YouTube, Vimeo, Blip
StumbleUpon
Instagram
Reddit

14. Build Relationships

15. Benefits & Opportunities
Keep your story/brand/
company top of mind
Build relationships directly
with customers & clients
Empower your customers
to become advocates
Improve through
customer feedback (real-
time market research)
Become the expert in
your niche
Increase customer
satisfaction & loyalty
Radically increase online
presence & SEO
Collaborative Content
Creation

16. Followers

17. Followers < Engagement

18. Build Your Small Army
Comes to your events
Replies, Retweets, Reposts
Writes Reviews
Tells their friends at parties
Makes Phone Calls
Buys your book!
20 > 2000

19. Build Your Small Army
20 > 2000
It's never about numbers,
it's about individuals.

20. Broadcasting

21. Broadcasting < Listening

22. Listen Up!
Don’t just talk at people - engage & listen
Tap into the conversations that are
happening around you
Inspire collaboration & discussion
Allow people to talk to you -- it helps you
more adeptly shape your message

23. Marketing Starts Way
Before The Book is
Published

24. Find Your Community
What’s your voice?
Where are your customers?
Why do they care about what you have to offer?
Can you join conversations they’re already having?
Maybe they need YOU to start the conversations and
CREATE the Community.

26. Tweet Like You Mean It

27. Twitter Tips
Find #Hashtags related to conferences or chats.
@Mention friends, partners, fans, people in your
community as much as possible.
Engagement builds relationships.
Be genuine, personable and real.
Every follower is an opportunity.

28. When they’re connected to
your vision and value, they’ll
align themselves with you and
become your advocate.

31. Twitter Pro Tip
When you start a tweet with an
@username, only the people who follow
both you AND that @username will see
that tweet in their timeline.
bit.ly/twitterprotip

32. FaceBook

40. Mention/Tag
customers
& fans!

41. Don’t give all your
good ideas to
Twitter & Facebook

42. Watch when you’re only creating content for Twitter,
or just sending traffic to Facebook or YouTube.
Is it a bigger idea?
Possibly something with viral potential?
Content is King

43. Write a post first, then tweet that.
Content is King

46. Write a blog post
with teaser photos
to the full
Facebook album

49. bit.ly/FabStitch
Create “Pinable” Graphics

50. Content is King
Write a blog post, then link to that.
Extend one piece of content into 2-5
Vary your updates with text, polls, photos, links.
Cross-promote your other networks.
Give your community something to connect with
+ something to share
There’s power in the series.

51. Thread Your Story
Twitter
Facebook
LinkedIn
Google+
Flickr
Blog (RSS, Tumblr)
E-Newsletters
Pinterest
YouTube, Vimeo, Blip
StumbleUpon
Instagram
Reddit

52. Marketing Plan

53. Social Marketing Plan
Social is a crucial part of your marketing plan
Plans help you step back for a birds-eye view
Plans help all your channels work holistically
Plans help your whole team work together
Thoughtful intention vs. whim

54. Create a Content Calendar
Blog - Category
Twitter
Facebook
Blog - Category
Twitter
Facebook
Newsletter Teaser
Blog - Category
Twitter
Facebook
Blog - Category
Twitter
Facebook
Send Newsletter
Blog - Category
Twitter
Facebook
Blog - Category
Twitter
Facebook
Blog - Category
Twitter
Facebook
Blog - Category
Twitter
Facebook
Newsletter Teaser
Blog - Category
Twitter
Facebook
Blog - Category
Twitter
Facebook
Send Newsletter
Blog - Category
Twitter
Facebook
Blog - Category
Twitter
Facebook
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

55. Content Calendar Template

56. Map It Into Reality

57. Engage & Listen
Give your audience something to connect with
Share valuable content in creative, diverse ways
Be consistent; create trust
(remember you’re building relationships)
Share ownership & make them feel like
they're a part of something

58. Thank You!
I’m @WilloToons on everything:
Facebook, Flickr, Instagram, LinkedIn, Tumblr, Etsy,
Pinterest, About.me, YouTube, Vimeo, etc...
http://WilloToons.com
Say hello to me on Twitter or Facebook!
@WilloToons
Facebook.com/WilloToons