This document outlines a presentation by Ramon Ray on using social content marketing to build a brand and engage customers. The presentation covers 10 topics: 1) the evolution of content from one-way media to social media, 2) the business benefits of social media, 3) going beyond social media with traditional marketing, 4) content ideas for social media, 5) powerful social media concepts, 6) an overview of Twitter, Facebook and LinkedIn, 7) the power of video and audio, 8) paid advertising on social media, 9) lifecycle marketing, and 10) F.R.E.A. (frequent, relevant, engaging content with analytics). The presentation emphasizes using social media for conversations rather than interruptions and

1. @RamonRay
Technology Evangelist
How to build your
brand, drive leads
and engage
customers with
social content
marketing

2. Infusionsoft,
Small Business Evangelist
Smallbiztechnology.com,
Technology Evangelist
Author, “Facebook Guide to
Small Business Marketing”
(Amazon.com best seller),
Event producer, speaker,
journalist
PASSION: Small business
success

3. • FBI Citizens Academy Graduate
• Interviewed President Obama in
First Google Hangout
• Piano Player
• RamonRayLive (June 4th), Small
Business Summit (Oct 22nd)

4. 4
@ramonray

5. 1. Content evolution
2. Business benefits of social media
3. Beyond social media
4. Content ideas - What to share on social media
5. Powerful social media concepts
6. Overview: Twitter, Facebook, LinkedIn
7. Power of Multi-Media (Video and Audio)
8. Social Media Paid Advertising
9. Lifecycle Marketing
10.F.R.E.A.
5
WHAT WILL WE COVER TODAY?

6. 6
CONTENT
EVOLUTION1

7. 7
Television, Radio, Flyers,
Billboards…all ONE WAY

8. 8
Web sites and
email
newsletter
Blogs
Social!

9. People are searching for
entertainment or information
People are connecting (engaging)
with each other (news, funny
videos, etc)
9
WHY SOCIAL CONTENT

10. 10
INTERRUPTION
MARKETING VS
CONVERSATION
MARKETING

11. 11
STOP
SELLING.
GET
LEADS

12. 12
3 BUSINESS
BENEFITS OF
SOCIAL MEDIA
2

13. 13
GAIN INTELLIGENCE ON
YOUR MARKET, CUSTOMERS &
PROSPECTS

14. LinkedIn Groups
Twitter Hashtags and Trending
Facebook Product, Fan Pages
TIP: Be creative in what and how
you search. “Taxis” vs “Mall shuttle
service”
14
LISTENING POSTS….

15. 15
DEVELOP
STRONGER
RELATIONSHIPS
WITH YOUR
CUSTOMERS

16. Answer customer questions
Trusted and valuable resource
to customers and prospects
Your Brand has mindshare
Content builds
know + like + trust
16
BEYOND SELLING. BUILD LOYALTY

17. 17
PERSONAL BRANDING:
THE STRONGER BRAND WILL
ALWAYS WIN.

18. 18
BEYOND SOCIAL3

19. 19
SOCIAL MEDIA IS NO
REPLACEMENT FOR GOOD
BUSINESS PRACTICES

20. 20
YOU CAN’T TWEET YOUR WAY
TO PROFITABILITY

21. 21
WORD OF MOUTH, OFFLINE
MARKETING, EVENTS, ETC,
STILL WORK

22. Email newsletter – subject lines,
anticipated content
Web site – easy to navigate, rich content,
contact information
Press / media attention
Face to Face Networking
Events
Print, TV, Radio
22
NON-SOCIAL TOOLS

23. 23
GREAT SOCIAL
CONTENT
TELLS A STORY
4

24. 1. About your customers
2. About your industry (news, best practices)
3. About your community
4. About YOU (gently) – products, services
5. Thought leadership (advise, inform,
educate)
6. Personal tidbits (gently)
7. Use visuals
24
6 EASY CONTENT/STORY IDEAS

25. 25
HAVE FUN WITH
CONTENT

26. 26
FEED
YOUR
TRIBE

27. 27
4 SOCIAL MEDIA
BEST PRACTICES
CONCEPTS
5

28. Don’t SELL to Your
Customers
Enter Their
Discussions
Foster Discussions
Encourage Customer
to Customer
Discussion
Learn from Customers
– Ask Questions
28
HAVE A CONVERSATION

29. 29
GIVE, GIVE, GIVE, TAKE

30. 30
LOWES FIX IN SIX

31. Short
Sweet
To The Point
Descriptive
Search Engine
Friendly
31
HEADLINES: INFORMATIVE, TEASING

32. 32
RESPOND

33. 33

34. 34
TWITTER,
FACEBOOK OR
LINKEDIN ?
6

35. Short posts
To the point
Promote others
35
TWITTER USES – SHORT & SWEET

36. Community
building
Discussion
All about
visuals
36
FACEBOOK

37. 37
2 FACEBOOK
POWER TIPS

38. 38
UPLOAD EMAILS (OR OTHER
PERSONALLY IDENTIFIABLE
INFORMATION FOR CUSTOMER
TARGETING)

39. 39
CREATE FUN ENGAGEMENT ON
FACEBOOK WITH 3RD PARTY
TOOLS/APPS

40. 40

41. 41

42. 42
Twitter Lead
Generation
Card

43. Complete Your Profile
Join, Start and
Participate in Groups
Find Out More About
Clients, Companies
and Competitors
Get Access To
Connections In Your
Networks’ Network
43
LINKEDIN

44. 44
Stop being lazy!
DO NOT USE LinkedIn
DEFAULT “CONNECT
REQUESTS”

45. 45
HEY RAMON, WHAT
ABOUT GOGLE PLUS,
INSTAGRAM,
PINTEREST, TUMBLER
AND OTHER SOCIAL
NETWORKS?

46. 46
THE POWER OF
AUDIO AND VIDEO7

47. 47
POWER OF MEDIA

48. 48
http://bit.ly/firemansavescat

49. 49

50. 50
PAID
ADVERTISING ON
SOCIAL MEDIA
8

51. Fail (succeed) fast
Quickly gain insight
Test advertising copy and offers
Build a following fast
Collect leads fast
Sell fast
WARNING: MEASURE, MEASURE,
MEASURE…
51
SOCIAL MEDIA PAID ADVERTISING

52. 52
STATUS UPDATES
WON’T MAKE YOU
MONEY.
LIFECYCLE
MARKETING WILL
9

53. 53
Lifecycle Marketing

54. Target your
customer
Attract interest
(lead magnets)
Collect leads
54
ATTRACT

55. 55
STOP
SELLING.
GET
LEADS

56. Educate
Offer
Close
56
SELL

57. Deliver
and Wow
Offer more
Referral
57
WOW

58. 58
Integrate social media into an
education and sales process
with your CRM (customer
relationship management)
platform.

59. 59
F.R.E.A.10

60. Frequent
Relevant
Engaging
Analytics…
60
SOCIAL MARKETING IN A BOX

61. Measure social media success
Is it working? What’s working?
Which social network is best for
your audience?
What content works best?
What’s your cost per customer
acquired? 61
ANALYTICS

62.  Hootsuite – publishing, team collaboration
 Buffer – Bufferapp.com – publishing; multiple accounts
 TweetDcik – publishing, multiple accounts
 Emphatic.co – custom social content creation
62
POWERFUL SOCIAL MEDIA
TOOLS AND SERVICES

63. 63

64. 64
For Newbies…

65. 1.Create an account
2.Fill out your profile
3.Join, like, search and follow
4.Respond
5.Initiative conversation
65
5 SIMPLE STEPS TO START
WITH SOCIAL MEDIA

66. 66
Help sections of the social networks

67. 67
INTERRUPTION
MARKETING
CONVERSATION
MARKETING

68. 68
www.SmallBizMarketingScore.com
1. Do YOU want more
information about Lifecycle
Marketing? Write “LCM” on
your business card and give
to Ramon
2. Do YOU want this
presentation? Write “PPT” on
your business card and give
to Ramon
3. FREE Online marketing
scorecard

69. 69

70. Frequent
Relevant
Engaging
Analytics…
70
SOCIAL MARKETING IN A BOX

71. 71
Lifecycle Marketing

72. 72
INTERRUPTION
CONVERSATION
MARKETING

73. 73
www.SmallBizMarketingScore.com
1. Do YOU want more
information about Lifecycle
Marketing? Write “LCM” on
your business card and give
to Ramon
2. Do YOU want this
presentation? Write “PPT” on
your business card and give
to Ramon
3. FREE Online marketing
scorecard

74. @RamonRay
Technology Evangelist
How to build your
brand, drive leads
and engage
customers with
social content
marketing