The document provides a comprehensive overview of social media strategies for businesses, emphasizing the importance of creating a digital footprint and engaging with customers through various platforms. It outlines actionable steps for developing an online presence, optimizing profiles, and leveraging content to drive traffic and visibility. Additionally, it discusses the significance of listening to customer feedback and maintaining an active engagement to build a personal and professional brand.

1. The “How To” Social Media Overview
Digital Space Consulting | 2012
“Nobody ever got a job, OR a client sitting at home waiting for the phone to ring.” - Me

2. The lines aren’t airplanes - they represent the real time,
constant flow of data across the world

3. Small Business – Social Media 101
Creating Your Digital
Footprint…
Digital Space Consulting
Create. Connect. Engage.

4. Agenda
• A little background
• What’s this social media thing and why should I care – I’m not 22
• What tools, platforms, and services should I care about
• What is my short and long term strategy
• How do I create the “social media me” and build my brand authority
• What are the five things I can do today to impact my digital footprint,
engage with my customers, and manage my time

5. Wait…About Me
• Integrated marketing firm with over 10 years of
direct advertising agency experience (CPG, Travel,
Automotive, Healthcare)
• Extensive expertise in core marketing – including:
– Local search marketing
– Mobile marketing
– Pay Per Click (Google AdWords)
– Search Engine Optimization
– Social Media Marketing and Management
– Email Marketing
– Insights and Web Analytics (Google Analytics)
– Marketing Strategy
– Brand Positioning
– Targeting/Segmentation
• Plus – I’m a dad, husband, sports fan, and music junkie
• Oh, and I sat in your spot and used tools like these to build my business...

6. Nice video – but seriously, is it really like that?
• 695,000 Facebook status updates
• 1,500 blog posts
• 13,000 iPhone apps downloaded
• 100+ new LinkedIn accounts
• 694,455 Google searches
• 98,000 Tweets

7. The New Reality….
I was suppose to write something witty
here…
But the reality is this
If companies don’t know you’re out there,
you never get the OPPORTUNITY to be
considered
The Customer Is In CONTROL
Your company, product, service,
brand, reputation, etc. is now a search result…

8. 7 ways you can use social media
• Market intelligence
• Identifying opportunities
• Build thought leadership through blogging
• Market research
• Customer support
• Crisis management
• Solicit feedback
LinkedIn is a great place to learn what businesses are talking about; Twitter
is a great place to learn what businesses are bitching about. – Paul Gilllin

9. The Big 5 of Social Media

10. The “How To” Social Media for
Business
Hello World……

11. What do I need to do first? Create profiles –
engage
• Become a student of each platform
• Engage and start conversations – offer help and answer
questions
• Make sure that your profile is updated
• Share useful content such as articles, etc. that your target
market would value
• Write your profiles for who you are, what you’re about, and
how you help
• Include keywords that are relevant to your type of business
• Optimize your profiles to let customers, partners, vendors, and
maybe some ex’s find you

12. But This Stuff Matters As Well – A Lot
• Local search optimization
• Keyword strategies
• On-page/Off-page SEO
• Content creation
• Engaging in the conversation
• Convert traffic into leads
• E-mail marketing
• Mobile accessibility

13. Create and Optimize Your Web Site (SEO)
Follow these steps:
1. Build your website in WordPress
2. Hire a designer from 99designs, eLance, oDesk
3. Next, invest in Search Engine Optimization
Pros
• Great long-term ROI
• High ceiling and volume
• More exposure, branding, awareness
Cons
• Lots of work (design/development) URL Factors On-Page Off-Page
• Search Engine Factors Factors
• Takes a while (6-8 months ~ initial feedback) Friendly URLs • Content • Inbound links
• Site Structure Relevance • Online Press
• Domain Life • Meta Tags Releases
Span • Keyword • Blogs, RSS,
Resources Density Feeds, & More
• SEOBook.com • CopyBlogger.com
• SEOMoz.com • SearchEngineLand.com
• Google Webmaster

14. And make sure you understand this…..
Anatomy of a
webpage
(metadata)

15. Allow me to illustrate the 80,000 Ft. Google world

16. You Can Also Do This: Pay-Per-Click (PPC)
Pros
• Quick setup
• Highly measurable / quantifiable
• Less development resources
Cons
• More expensive
• Lower ceiling and volume potential
• May be subject to “Ad Blindness”
Insights
• Fastest way to get leads Resources:
• SpyFu.com
• Prime real estate on search engine • Google AdWords
results pages • SEO Book
• Measurable ROI
• Brand Awareness

17. Or This: Don’t Be The Messenger – Press
Releases
• Quick way to boost your rankings in search
engines
• Get found fast - and found first
• How it works:
• Create news
• Upload to PRWeb for distribution via:
• Major search engines
• 30,000+ journalists
• Bloggers
• 250,000+ PRWeb opt-in news subscribers
• PRWeb.com (1.5 million visitors/mo.)
• Track your results
• How many people read your release
• Where it was picked up Resources:
• How many times it was shared • Elance.com
• Where prospects found you • PRWeb.com
• WiredPRNews.com
• TextBroker.com

18. But make sure you do this - Blog
• Drive organic traffic
• Improve search engine visibility
• Connect with the 2nd ring and beyond
• Connect with your networks – network
• How it works:
• Develop content calendar
• Keyword research - blog about what’s
being searched
• Read. Write. Post. Optimize
• Upload to blog distribution networks
via:
• Social networks (FB/Twitter)
• StumbleUpon.com
• Digg.com
• Reddit.com Resources:
• GoArticles.com • TextBroker.com
• ReliableWriters.com
• EZArticles.com • DistributeYourArticles.com
• ArticleDirectory.com • CopyBlogger.com

19. Get Social
Website Customer Brand Exposure Website Traffic SEO
Communication
Use keyword search Unique opportunity Potential can be Value to your site’s
monitoring to track for company to large, but promotion SEO limited, but
what people are engage with is an art form tweets will rank high
saying about your customer in a viral in search results
industry/competitor way
Great for engaging Facebook brand Traffic is decent and Little to no value,
people who like your pages are great for on the rise thanks to aside from blogs
company / want to brand exposure; jump share button, and picking up and
share their opinions start your brand counters – don’t featuring your posted
exposure through ad expect massive links
platform numbers of visitors to
go to your site
Not the primary Effective for branding Unlikely to drive any High page rank-
focus, but customer and demonstrating significant traffic to especially for your
engage-ment your organizations your site company name. That
opportunities are prowess – create is about it.
possible by authority
answering questions
Powerful channel for One of the most Traffic goes to video, Very good for
quickly engaging your powerful branding if the goal is to get building links back to
customers tools on the web traffic back to your your site because
today website – add a link video’s rank high
in description

20. So How Do I Build My Brand……
All you need…
is a PLATFORM

21. Social Media Architecture
Ines Hegedus-Garcia: Miamism.com Blogger (Realtor)

22. Bottom Line:
Make a Home – Claim Your Social Space – Start Engaging
 Be findable
 Offer help and answer questions
 Share useful content such as articles, etc. that
your target market would value
 Become a student of each platform

23. Start Writing – Drive Google
• Demonstrate expertise and commitment to your industry, profession, and
community
• Develop your personal voice
• Searchable forever within Google
• Multiple touch points: RSS, email, on your website
• Content is king!!!!
• Top places to contribute
• LinkedIn Questions & Answers
• LinkedIn Groups
• Yahoo Answers
• Comment on blogs:
• Directories: alltop.com, Technoarti.com
• Facebook postings

24. Start Listening – Drive Engagement
People are using the Internet to talk about your brand and your products – are
you listening? Listening is easier then you think, and you don’t have to buy an
expensive monitoring tool to do it, either.
LinkedIn Signal – one of the most powerful sources to find shareable
content. what people are saying about you on Twitter? Facebook? Blogs? Forums? No problem.
Want to know

25. Have A Game Plan
The key is to make
• Create profiles (Facebook, Twitter, LinkedIn)
yourself visible on the
• Establish a simple one page website (About.me)
Internet – through your
• Post your philosophy, passion, experience
website, by blogging, and
• Create a blog (WordPress, Blogger, Posterous)
via value based use of
• Tip: Make sure they’re all in your name, or contain your name
social media.
• Build and develop a personal and professional online brand
that reflects your skills, background, passions, experience, and personality
• Questions you should always be asking yourself
• Who are you writing for?
• What is the purpose?
• What is the call to action?
• What are you measuring?
Platform Tools Description Sunday Monday Tuesday Wednesday Thursday Friday Saturday
LinkedIn LinkedIn.com Anwers, company follow,
Twitter Search Search.twitter, wefollow, twellow.com, KW search
twitterfall.com. listorious.com
Twitter Posting HootSuite Idea, questions, articles,
Facebook Posting HootSuite Build community
Blog Wordpress Though leadership/solution

26. That was a lot….Can we organize the chaos ?
• What you will be able to do
• Schedule tweets/Facebook/LinkedIn posts automatically
• Manage multiple social profiles
• http://hootsuite.com/help
• How to set up account
• How to schedule a message
• How to add a social network profile
• How to compose a message

27. Two Last Things + My
Warning

28. Social Media Must Be A Part of Your Marketing
Strategy
• Gain visibility
• Unlimited access to professionals , organizations,
prospects, and customers in your target market
• Provide transparency
• Being open and honest allows you to connect with
others on common ground
• Helps you “give to get”
• Ask for help only after offering help to others the
majority of time
• Allow “nobodies” to become somebodies
• Create and cultivate your personal brand

29. My Warning
• It’s your brand - Own it
• Once you engage – you have to stay engaged
• Build community and fans will expect you to be
available
• Expect raving fans who will want to get involved
• You don’t have to do everything – do something
• Perfection is the enemy of good

30. My Resources
Local Search Optimization Professional Content/Design Automation Tools
• Google Places • oDesk.com • Hootsuite.com
• Yahoo Local • eLance.com • SocialMention.com
• Bing • 99designs.com • Ping.fm
• UBL.org • CrowdSpring.com • Google Alerts
• Google Reader
Blogging Google Tools
• Posterous.com • Google Reader Who I Read
• Wordpress.org • Google AdWords • Chris Brogan
• Google Analytics • Rand Fishkin
Email Services • Google Insights • Jason Falls
• MailChimp.com • Google Trends • Aaron Strout
• ConstantContact.com • Brian Clark
• Brian Solis
Twitter Tools Business Cards
• Search.Twitter.com • Vistaprint.com Top Resources
• Twellow.com • Moocards.com • Socialmediaexplorer.com
• TwitterFall.com • Mashable.com
• Copyblogger.com
• Hubspot.com

31. Questions – Let’s Connect
Digitalspaceconsulting.com
James@digitalspaceconsulting.com
Facebook.com/DigitalSpace
Twitter.com/eDigitalSpace
214.263.8522
Slideshare.net/jloomstein
James Loomstein, MBA

32. Digital Space Consulting
@eDigitalSpace
Thank You