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Social Media and
Uncommon Marketing

David Newman
e: david@doitmarketing.com | p: 610.716.5984

David Newmans


“W is this guy?”
ho


Social Media

MARKETING

Quick Poll: W are Y
HO OU?
• I love social media
• I hate social media
• W is social media?
hat

“I don’t care about social media. I care about
more leads, better prospects, more members,
value-first marketing, building a community,
becoming a trusted resource & helping others”


Outbound Marketing


Outbound Marketing
800-555-1234
Annoying
Salesperson


Bad News…

VOLUNTARY
ATTENTION

More Bad News…


Answers, Advice, Solutions
Content SEO Social Media


Inbound Marketing

Inbound marketing
Get Found
pulls people to YOU

Convert


GOOD News: Budget vs. Brains


Inbound Gives Leverage

13

Plain English
• Social Networking = Relationships (Hello!)
– Facebook, Twitter, LinkedIn
• Social Media = Resources (Here!)
– Blogs, audio, video, slides, photos, music
• Social Bookmarking = Reciprocity (Hey!)
– Delicious, Digg, StumbleUpon


Social Media – So What?
• Y can bypass gatekeepers (ad agencies,
ou
PR people, media outlets) and publish your own
content: value-rich web sites, blogs, YouTube
videos, photos, resources...
• So you reach consumers directly…
• More involvement & More engagement…
• More & better prospects = More members


NEWMODEL: Where U at?


Social Media is for B2B and B2C

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr


4 Steps
• Publish (Get Found)

• Promote (Amplify)

• Optimize (Magnetize)

• Capture (Convert)


1. Publish


Blogging and B2C and B2B Leads

Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn


W to Publish?
hat
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases


Where to Publish?


W Share meaty content
rite
Repurpose
Articles into…
Blogs into…
PPT/PDF into…
Podcasts into…
Videos into...

???????


Blog


Blog Topic Ideas
• List of 5 ideas, trends or thoughts
• Publish a list of links
• Take a recent experience and share it
• Answer questions you received recently
• W orkouts, recipes, kids activities, tips
• Turn a press release into a blog article
• Check your email outbox


Blogging for Y Y
our MCA
• Share relevant information
• W consistently – at least once
rite
or twice a week
• Post links, articles, photos and
videos
• Make it personal and fun but…
Think before you post!


PUBLISH CONTENT: Where u at?


2. Promote (Amplify)


It’s Not Y Daughter’s Social Media
our


Social Media = Networking
• Become a real member of the community
• Add value to the community
– Ask and answer questions
– Be concise
– Be responsive
• More effective than live cocktail parties
– Encourage involvement & engagement
– Other people can listen in easily


Twitter for Y Y
our MCA
• www.Twaitter.com or www.SocialOomph.com
• WHAT to automate
– Resources, articles, retweets, quotes, news
• W NOT to
hat
– Relationships, reciprocity, authenticity
• 5-7 day cycles
• W ed-Fri 5am, 9am, 1pm, 3pm, 6pm, 11pm ET


Twitter Tips
• Use the # sign with your city’s name, or other
subject attract more local or targeted
to
followers.
Example: #Philadelphia or #swimming
• Use Twitter to provide information that helps
your followers - not just sell them on what you
do. Link to articles, blogs, videos, etc.


Facebook 3 peaks:
Early morning (7 a.m.)
After work (5 p.m.)
Late at night (11 p.m.)


Facebook for Y Y
our MCA

• Personal Profiles for Staff
• Groups for Each Class
• YBusiness (Fan) Page
• Participate in Industry
Groups and Events
• Link your Y Blog
’s


Facebook: Make it friend-ly!
• Start a Facebook business page
• Add value – not just Y Y Y
, , !
• Connect with people in your target market
• Get and stay active
• Share valuable tips and ideas
• Play with Facebook ads – very enlightening!


YouTube and Y Y
our MCA
 Demos, techniques and short clips
from your instructors
 Offer virtual tours (pool, gym,
machine room, fields, etc)
 Assemble a collection of videos to
share with your members,
families, community
 Promote events and classes via
website and social media


PROMOTE/Amplify: Where U at?


W W
hy ON’T this happen?
• Overwhelm • Breathe – small steps
• Too much “other” work • This IS the work
• Not sure where to start • EEE
• Lack of plan • Verb-noun-date plan
• Lack of calendar • Create SMM calendar


3. Optimize (Magnetize)


Good news & bad news…
• Philadelphia fitness center - 0
• Hershey PA gyms - 0
• Harrisburg health club - 0
• W ilmington exercise class – #7 but…

• Wilmington DE day camp – #7 Bingo!


http://Website.Grader.com


Y can attract
ou
folks offline too...


Optimize: Where U at?


4. Convert


Convert with Landing Pages

Target Market
Conversion is where we take
what we have spent time and Website Visitors
money to get (visitors) and
change it into something
valuable to marketing (leads). Leads
A cost becomes a benefit.
Opportunities

Customers


Landing Page Tips


Landing Page Tips

• Limited navigation
• Clear and simple
• Form above fold


Landing Page Uses

• Call to action on website homepage
• Links in all email newsletters / emails
• Use for all pay-per-click ads
• Track hits/opt-ins after fundraisers or events


SMM tips
• It’s NOT about Y (or the Y
OU !)
• It’s NOT FREE
• It’s NOT FAST
• Offer INSTANT value
• Content > Conversation > Conversion


Homework
• Get ACTIVE on Twitter, Facebook, YouTube
– David Newman, @ dnewman
– Begin connecting with people and offer value
• (Re-)Commit to BLOGGING
– Share ideas worth talking about (spreadable)
– Cultivate and communicate your expertise (solve problems!)
• Focus FIRST on MARKETING
– Social media is a tactic and a context


Final Thoughts
• Start small
• Stick to your plan and create your calendar
• Learn as you go and adjust based on results
• Get Y Social Media Marketing Starter Kit
our
• THANK Y OU!!!


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