The document provides guidance on using social media for business purposes. It recommends identifying target customer personas and their needs to guide content creation. Business owners should choose the top platforms their customers use and focus on creating high-quality, mobile-optimized content like neighborhood guides, recommendations, and success stories. Once content is established, the document suggests investing $300-450 per month on Facebook advertising to promote posts and drive engagement. The overall goal is to position the business as a knowledgeable resource and stay top-of-mind with prospects through an ongoing social media presence.

1. Open the Door to Your Next Sale!
Strategy, Prospects, Customers, and Conversations
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Remember the trees, please enjoy digitally.
Explanatory notes are in plain text.

2. Walk the Runway!
1 - Our Approach
2 - Why Social Media Matters
3 - The Customer & Prospect Journey / Strategy!
4 - Choose Social Media Platforms
5 - Understand Content Creation
6 - Q&A
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

3. 1 - Our Approach
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4. The Case of the Frustrated Business Owner
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Entrepreneurs and business owners today have to be more than experts
at what they do; they must be content marketers!

5. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
There is a flood of info out there about social media,
but tips & tricks don’t bring understanding. True success
requires a strategy and some understanding of how
social media “works.” That’s what I teach.

6. Learning how social media works
“under the hood”will help you take away more
from the seminar and understand more later.
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

7. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
For $30/month, you can easily learn the basics of social media with Lynda.com.
If you are a member of the NY Public Library, you can use online for free.

8. Text
If you don’t use Lynda.com, search for the topic on YouTube.
However, beware of outdated and lesser quality videos.
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

9. SocialMediaExaminer.com
Social Media Examiner
is an excellent source
for blogs and articles for
deeper understanding.
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

10. Mashable.com
Mashable covers social
media and other tech
news or topics of interest
to tech-minded people.
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

11. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
You’ll never graduate from learning social media, so relax and enjoy
the journey. Social media is only growing in importance.

12. 1 - Congratulations, you’re a Content Company!
2 - Lynda.com can teach “how to’s”
3 - Avoid YouTube
4 - Learn from SocialMediaExaminer.com
5 - Keep current with Mashable.com
1 - Our Approach
Your Takeaways
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

13. 2 - Why Social Media Matters
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

14. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Social media is increasingly where people
are spending their time.

15. 6 degrees
of separation 4.74
We are now a lot closer from
the effects of social media bringing
“networks of people” closer together.

16. Word
of
Mouth
WOM is the most effective way to get
new business. However, you can’t wait
around for referrals. Social media gives
you a way to accelerate word-of-mouth.

17. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

18. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Whether you’re on
social media or not,
chances are your
customer are. Is the
conversation happening
without you?

19. Social
Recommendation
68%
More
Likely
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
On Facebook, studies
show the effect of
social recommendation.

20. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
In real estate, your goal is to stay top-
of-mind with prospects, so you are
chosen as their real estate broker when
they want to make a real estate
transaction.
To do that, you must create compelling
content that demonstrates your
credibility over the competition, while
providing useful information and
resources for prospective clients.

21. 1 - It’s where the eyeballs are
2 - Direct dialogue with customers & prospects
3 - Social connections influence others!
4 - Accelerates WOM
5 - The conversation is happening with or without you
6 - How can you stay TOM if nobody sees you?
2 - Why Social Media Matters
Your Takeaways
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

22. 3 - The Prospect & Customer Journey
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23. Prospects
Customers
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Your prospects are on a journey towards becoming customers. You
must provide the road map and reasons to complete the journey.

24. Prospects
Customers
Content Connection
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Quality content and the connection you forge are what drives prospects
through the Sales Funnel (or Relationship Funnel) towards becoming
customers.

25. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

26. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Use our “Let’s Get
Started” questionnaire
as a guide for
determining your
customer types and
your strategy to
connect with each of
them.

27. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Don’t miss the forest for the trees.
Business owners often get stuck in the
details and forget about the bigger
picture; the strategy!

28. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

29. 1 - Your prospects are on a journey towards purchase.
2 - Today, more of the sales cycle happens without you.
3 - You must think like the customer(s!)
4 - Different customers have different needs/pain points.
5 - Focus on overall business goals; then plan your marketing.
3 - The Prospect & Customer Journey
Your Takeaways
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

30. 4 - Choose Platforms
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

31. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
You don’t need to be on every social media platform. Choose the
ones your customers use most!

32. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Consider the importance of mobile
use for real estate and social media
Nobody wants to read your lengthy
posts!

33. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Consider the
importance of
mobile use for
real estate and
social media
Nobody wants to
read your lengthy
posts!

34. 5 - Content Creation
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

35. Identify Your Niche Audiences
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Most businesses have 3-5
customer types or “customer
personas.” Each type has
different needs and “pain points”
that they are trying to solve.
What are your customers
problems?

36. Your prospects
are connected
to others.
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Happy customers and readers
pass along your content directly and through engagement.

37. Content is King!
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Content is currency of social
media. Good content is
invaluable. However, it’s both
a science and an art form to
create great content.

38. Content Ideas
• Master Your Neighborhoods
• Solve Problems
• Provide Resources
• Share Recommendations
• Market Reports
• Proof of Success
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.

39. Facebook Advertising
• Unprecedented Targeting
• Low Cost; High Impact
• Custom Audiences - Email
• Lookalike Audiences
Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Once you get a good handle on content creation, consider
investing $300-$450/month on advertising for Facebook
Likes and promoting posts. FB advertising is very powerful!

40. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
The goal is to create a fire under great content, so more people see it.
Engagement (and advertising) spreads content to new audiences.

41. Copyright © 2016 by Social To Go. These copyrighted materials are are authorized solely for your personal, individual private use and are not intended for unauthorized distribution.
Charlie Conard
Co-Founder and Principal
Social Go To
245 W 29th Street, Suite #1202
New York, NY 10001
917-573-7275
charlie@socialgoto.com
socialgoto.com
We help businesses get more and better customers from
where their prospects are spending their time... on social media.