Many understand that to grow their business, they need have to a solid marketing plan. However, business owners wear a lot of hats and often push marketing to the bottom of the ‘to-do list.’ Many also know they need to get serious about adding social media into the marketing mix, but are not sure where to start and become overwhelmed by the process. Making it Happen will show you how to market your business by:  Understanding the marketing pie and incorporating the social media slice  Targeting the ideal client and creating powerful content  Establishing the mechanics of branding and consistency  Engaging in best practices  Managing an online presence to minimize time and maximize results

1. Making It Happen:
The Nuts and Bolts of
Social Media
Rachel Strella
Strella Social Media
www.strellasocialmedia.com

2. Shout out to the staff!
John Webster, Website and SEO Consultant
Kayla McClintock, Marketing Intern
Matt Hannaford, Relationship Manager
Amanda Harrison, Marketing Manager

3. Today, we’ll discuss:
The Marketing Pie
The Social Mediums
Targeting Your Ideal Client
Branding and Consistency
Creating Powerful Content
Social Media Best Practices
Managing Your Online Presence

4. Before we begin!
Find one person in the room that
you’ve never met before.
Introduce yourself to them.
Tell them the one thing you hope
you to learn from today’s
presentation.

5. The Marketing Pie

6. Remember the 4 P’s?

7. The Marketing Pie

8. Traditional
Print Advertising
TV Commercials
Radio Announcements
Sponsorships

9. Public Relations
Public Speaking
Networking
Press Releases
Word of Mouth

10. Branding
Logo
Company Colors
Company Slogan
Business Philosophy/Vision
Emotional Connection

11. Direct Marketing
Direct Mail
Cold Calls
Door-to-Door Sales

12. Digital
Website/Blog
Social Media
Email Marketing
Search Engine
Optimization (SEO)

13. Integrated Marketing
Digital marketing does not
exist in a vacuum
Integrated marketing
combines digital with other
forms of marketing

14. Integrated Marketing:
Examples

15. Integrated Marketing:
Examples
TV shows Twitter
Print Ads Facebook
Facebook Direct Mail
Website WOM

16. Integrated Marketing:
Digital to Digital Examples
Twitter YouTube
Facebook Email
Google Website
Blog Twitter

17. What is the #1
Source of Leads?
Word of Mouth
Referrals

18. #1 Source of Leads
WOM is Social
Social Media is Social
Social Media = WOM

19. The Social Channels

20. Facebook

21. Facebook
800+ million users
One of the top three most-
visited websites in the world
Social media channel where
most amount of time is spent

22. Facebook
Great for sharing
Change is inevitable
Network of personal friends
Community of fans via ‘like’
page

23. Facebook
Personal page vs. business
page via the “admin”
Business target: B2C with a
minor in B2B
Edgerank score

24. LinkedIn

25. LinkedIn
Business networking site
100+ million users
Not just a ‘resume’ site
Business target: B2B
Join groups; use advanced
search and answers tool

26. LinkedIn

27. LinkedIn

28. LinkedIn

29. Twitter

30. Twitter
#1 Micro-blogging service in
the world
Love/hate relationship
Wide-open
Real-time conversation

31. Twitter
Business target: B2P
(people)
140-character limit
Power is in the Re-Tweet
Apps such as Tweetdeck are
best for following Twitter

32. Twitter
Include bio, site and a photo

33. Twitter
Hashtags: “#” symbol; used
to categorize content
(ex: #FF = Follow Friday)

34. Twitter
Hashtags useful for timely
content & real-time interaction

35. YouTube

36. YouTube
 Key search tool
500+ million users
Business target: B2C
People looking to be
entertained or informed
Use keywords and contact
info in description

37. Foursquare

38. Foursquare
Geo-location service
Gaming/Gamification
“Check-in” to locations and
tell Foursquare community
and FB/TW community
10+ million users - most
connected on the web

39. Foursquare
Business target: B2C
Best for brick and mortar
businesses
Great for customer loyalty
by offering “check-in” specials

40. Google+

41. Google+
Interface similar to FB
Circles rather than lists
65 million users
Great for SEO
Business target: forward
thinking individuals and
businesses

42. Blogs

43. Blogs
Business target: Current or
potential customers &
community
Be consistent, showcase
expertise, and offer value
Great for SEO and for
driving traffic to website

44. Pinterest
Online Pinboard
Categorize interests
Business target: B2C

45. Target the Ideal Client

46. How do you determine
your ideal client?
Name of Product or
Service
4 Key Descriptors
Call to Action

47. Descriptor Examples
Geography
Industry/Market
Size
Circumstance

48. Ideal Client Examples
Wedding Industry
Professional
Live Examples
Janet Bartelme
Beverly Reider

49. Group Exercise: Part I
Break into groups of 4
Define your ideal client
Share with each other
Listen carefully
5 Minutes!

50. Group Exercise: Part I
Who would like to share?

51. How do you market to your
ideal client?
Find out where they are
Listen and learn
Connect
Offer value

52. Market to your ideal client
Join LinkedIn groups of
your target audience and
participate
Use the advanced search
tool on LinkedIn for
connecting

53. Group Exercise: Part II
In your group, determine…
Where your client is
How to connect with them
What value you’ll offer
10 Minutes!

54. Group Exercise: Part II
Who would like to share?
QUESTIONS?

55. Break!

56. Branding & Consistency

57. Good Branding:
Consistency through Change

58. Good Branding

59. Good Branding

60. Brands Gone Bad

61. Brands Gone Bad

62. Brands Gone Bad

63. Be Consistent
If you’re going to be
controversial….

64. Be Proactive
 Google your name and
your business regularly
 Determine what you
want your brand to say
 Publish fresh content
 Rinse and Repeat!

65. Remember to…
 Differentiate
 Be you
And that…
You are your brand!

66. More on Branding…
 Join our LinkedIn Group:
Personal Brand Management
 Subscribe to our e-zine:
We launch tomorrow!
 Be looking for our free
branding e-book

67. Powerful Content

68. Content Checklist
 Offer Value
 Be Consistent
 Be Engaging
 Be Social!
 Be You

69. Content

70. Weak

71. Strong

72. Weak

73. Strong

74. Content can be…
 Written text
 Videos
 Photos
 Sharing of others’
content

75. Content Point to Remember
In order for your audience
to know you, like you,
trust you and eventually
BUY from you,
you must …
OFFER VALUE!

76. SMO
Social Media Optimization

77. Best Practices

78. Common mistakes
Going into social media
blindly w/no strategy or goals
Failing to build your
community

79. Common mistakes
Ignoring your audience
Claiming your business isn’t
social

80. Common mistakes
Focusing too much on the
competition
Copying the competition

81. Common mistakes
Having the intern ‘do it’
Forgetting your manners

82. Common mistakes
Trying to do it all and be
everywhere
Failing to meet the needs of
your audience

83. Common mistakes
Committing what Pam
Moore calls, “Random Act of
Marketing” (RAMS)

84. Common mistakes
Deleting or ignoring
negative feedback
Failing to integrate efforts

85. Common mistakes
Treating social media like
advertising
Assuming one-size-fits-all

86. Common mistakes
Dabbling
Forgetting to manage your
online reputation

87. Common mistakes
Making the assumption that
social media is magic
Becoming complacent

88. Best practices
Listen
Identify needs and wants
Offer answers/solutions
Focus on the relationship
Be consistent
Review and evaluate
Rinse and repeat!

89. This will take…
Time
Effort
Energy
Creativity

90. The good news is…
You’re here today!
Awareness, willingness, and
openness are the first steps!

91. Managing Social Media

92. Questions to ask
What are your specific goals
for social media?
Who is your audience?
What do they need/want?

93. Questions to ask
Where is your target
audience? What channels?
What’s your strategy for
reaching them?
What solutions can you
offer?

94. Building blocks
Fill your stadium

95. Building blocks
Keep the fans in their seats

96. Building blocks
Or better!

97. Building blocks
A community
An editorial calendar
Content for social sites/blogs
Systems for monitoring and
interacting
Systems for measuring and
evaluating

98. Tools
Time
Effort
Energy
Creativity

99. If you’re missing a tool, you
can’t build a masterpiece!
Be honest with yourself and
your business.

100. If you need time…
Revise your priorities
or hire help!

101. If you need effort…

102. If you need effort, but find
you’re already tired or
stretched thin… be honest
with yourself about how much
effort you will put toward
your goals. You may need to
need to revise your priorities
or hire help.

103. If you need energy…

104. If you need energy, ask
yourself where your
motivation lies and how you
can shift your current
activities to create more
energy. You may need to
need to revise your priorities
or hire help.

105. If you need creativity…

106. If you need creativity, ask
yourself if that’s a tool you
simply lack or if you need to
shift your thinking. You may
need to need to revise your
priorities or hire help!

107. How do you find help?
 Talk to others in your industry
 Consider hiring a consultant
 Consider hiring a social media manager
 Considering hiring in-house staff

108. Connections and Resources
Website and Blog:
StrellaSocialMedia.com
Facebook:
Facebook.com/StrellaSocialMedia
Twitter:
Twitter.com/RachelStrella
LinkedIn:
LinkedIn.com/in/RachelStrella

109. Questions?!