The document discusses four key marketing pillars: 1) having a strategy before tactics, 2) educating and informing audiences rather than directly selling, 3) building a referral system, and 4) harnessing the power of the internet, particularly social media. It then provides details on how to implement news releases as part of a social media marketing strategy, including tips on content, style, keywords, boilerplate content, frequency, and resources. The goal is to build inbound links and awareness to increase search engine rankings and press coverage.

1. Prepared for:

2. Four Marketing Pillars that Matter Most Image: www.treklens.com

4. Challenges You Face Today ? ? ? ? ?

5. New Definition of Marketing

6. WHAT IS SOCIAL MEDIA AND WHY YOU SHOULD CARE #1 Strategy Before Tactics

7. Demographics | Geographics | Behavioral | Psychographics Describe Your Target Audiences

8. Find your core talk-able difference

9. The Three Parts of the Brain Image: www.sharpbrains.com New Brain Middle Brain Old or Reptilian Brain

10. Six Stimuli of the Old Brain Image: www.salesbrain.com

11. #2 Educate and inform. Don’t sell.

15. Image: www.marketfin.com #3 Build a Referral System

16. Become more referable Target your sources Educate your sources Motivate your sources Follow up with all Your Referral System

17. Digital interactivity is now at the center of marketing #4 Harness the Internet

18. OUTBOUND VS. INBOUND MARKETING * Telemarketing * Tradeshows * Direct mail * Email blasts * Print ads * TV/radio ads * SEO * Landing pages * Blogging * PPC * Content * Buzz

19. “ … the Internet has turned what used to be a controlled, one-way message into A real-time dialogue with millions. DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMPANY , NOVEMBER 17, 2010

21. Before Google (10+ years ago)

22. Before Social Media (2 to 10 years ago)

23. The Age of Social Media (today and future)

24. 4 Cs of Social Media Marketing Content + Context + Connection + Community

25. 79% of adult Americans use the Internet . SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

26. 78% of Internet users conduct product research online. . SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

27. 9 out of 10 Internet users visited a social networking site each month in 2010

28. 83% of Millenials have joined a social network SOURCE: Pew Internet Generations 2010 report

29. YouTube is the 2 nd largest search engine in the world

30. Facebook added over 200 million users in less than a year Years to reach 50 million users...

31. IF FACEBOOK WERE A COUNTRY, IT WOULD BE THE 3 rd MOST POPULATED IN THE WORLD

32. 1 out of every 8 minutes online is spent on Facebook

33. 40% of Facebook’s user base is age 35+

34. Social Media Advertising

35. Ninety percent of consumers trust recommendations of people they know, while 70 percent trust consumer opinions posted online Nielsen Global Online Consumer Survey, 2009

36. Social Media is word of mouth on steroids

37. Do you like what they are saying about your brand?

39. OLD WAY = PRESS RELEASES M ainly for media/press Media coverage or bust Image: www.raymond-weil.com/.../Press-Releases.html

40. NEW WAY = NEWS RELEASES For everyone (your Ideal Client) SEO tool Maybe get media coverage

41. 75% OF SEO IS OFF PAGE AND INVISIBLE

42. Recommendations from Friends “ I know Patrick Giammarco” “ Patrick Giammarco is a marketing expert” You trust the person saying this Links Are Like Online Recommendations A link: www.pwgmarketing.com Anchor text: small business marketing coach Link is from a trusted website

43. News Release Goals: Build inbound links to increase search rank Increase “find-ability” Get press coverage

44. SOCIAL MEDIA NEWS RELEASES

45. Content Your existing content is likely good Don’t only do “Our company just did X” Ideas: Industry trends Survey data Case studies

46. Style Changes Names “ Patrick Giammarco” every time, not just 1 st time Abbreviations “ Search Engine Optimization” vs. “SEO”

47. Keywords Use keyword tool Pick 1 or 2 to focus on per release Best keywords: long term and boilerplate Long tail: couple press releases Use in title Use in text Use as anchor text

48. Boilerplate Include links and keywords

49. Frequency and Timing The game has changed. Play differently. Publish a news release if you have content!

50. Resources Web sites http://www.webinknow.com http://www.hubspot.com http://pressrelease.grader.com http://www.pr-squared.com/downloads/smprtemplate.pdf Books New Rules of PR and Marketing , Meerman Scott Inbound Marketing , Halligan and Shah

51. Four Marketing Pillars that Matter Most Image: www.treklens.com Strategy Before Tactics Educate and Inform; Don’t Sell Build a Referral System Harness the Internet

52. What Do You Think?

53. Thank You Patrick W. Giammarco www.pwgmarketing.com Email: [email_address] Twitter: twitter.com/pwgiammarco LinkedIn: linkedin.com/in/patrickgiammarco