http://www.mintsocial.com - Matthew O'Brien of Mint Social's Presentation to the International Association of Administrative Professionals (IAAP) Conference - Be The ONE in Social Media How can businesses get a competitive advantage over their competition using social media marketing? Whether you are a local or a national business, learn what are the most effective social networks and content strategies for building your online community. - Learn how to maximize your effectiveness with social media and content marketing with a simple 5 step process for measuring results and ROI. The take-aways from this presentaion include: 1. How to launch an effective social media marketing strategy for your business 2. Determining the best social networking tools to use to grow your business online and for dominating in local and national search results 3. How to create your own syndicated marketing channels to grow your online community 4. Ways to generate measure ROI with social media marketing 5. Is Google+ a Fad or a Trend? BIO of Matthew O’Brien: Matthew has developed educational curriculum for Universities on social media for businesses, is a founding board member of AZIMA (Arizona Interactive Marketing Association) and founder of World Webinar Network. Matthew is an active volunteer with many non-profit agencies and a member of the community relations advisors for St. Vincent de Paul. About Mint Social: Why Mint Social? Every business has a content problem and also has underutilized content. We build content marketing engines (your very own associated press), which delivers your marketing message in video, presentations, articles, press releases, photos, podcasts, etc. to thousands of websites that your prospects are on. Over time, prospects become familiar with your brand which builds trust and increases what you care about the most…generation of qualified online leads. Learn more at http://www.MintSocial.com.

1. Demystifying
Social Media…
(Be The One!)
By Matthew O‟Brien
@Blogster
480-818-MINT
International Association of Administrative
Professionals (IAAP)
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

2. Matt O‟Brien
CEO Mint Social
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

3. Matt O‟Brien
CEO Mint Social
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

4. Social media
requires sharing
personal
information
Truth or
Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

5. Deep Thoughts…
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

6. Deep Thoughts…
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

7. Deep Thoughts…
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

8. Your Website
Is one of Millions

9. Where people spend their time

10. Social Media = Publishing Rights
Is Your Content…
Where 3 out of 4 people are online?

11. You need to
have 100s
of fans and
followers to
get results
Truth or
Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

12. Influencers
•have large networks
•are the most active online
•use mobile devices
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

13. Social and Mobile Users
…are influencers
Consumers who use social networks and smartphones
….write reviews
In the past 30 days
….40% have submitted between 2 and 5 Reviews
“Great Food at a
Great Price”
“Solid value”
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

14. Nearly all
consumers
shop online
Truth or
Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

15. Nearly All Consumers (97%) Now Use
Online Media to Shop Locally
• Source: http://www.biakelsey.com/Company/Press-Releases/100310-Nearly-All-Consumers-Now-Use-Online-Media-to-Shop-Locally.asp
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} |

16. Smartphone Use has Taken Off
50%
31%
45% 45%
45%
40%
45% 45%
40% 37%
34% 40%
35%
30% 34% 33%
32%
31% 30%
25%
26% 27%
25%
20% 24%
20% 21%
15% 18%
10%
5%
0%
Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010
Hispanic White African American Asian
Smartphone Penetration
Base: % of population, 2009-2010 demographic trend
Source: Hubspot
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

17. Searches on Mobile Devices
Search engine queries………
9%
Non-search engine queries
(Facebook, Craigslist)……….
22%
Local business searchers
using social networks………
9%
(% using Facebook……………93%)
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

18. There are 10 spots
in Google for being
on the first page
(SERP)
Truth or
Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

19. Google “7 Pack”
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

20. 50% of searches go to Google Maps
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

21. Google Maps
50% of the traffic to Google Maps…
do business with the top 3 results
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

22. 45% of consumers search blind
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

23. pizza
…they search with general keyword terms
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

24. Local Searchers
Have products and services in mind
…not sure where
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

25. What are the 5
W‟s for Social
Media
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

26. Social Media in Action – The 5 W’s
• 5 Objectives of Social Media
– Reputation Management („Who‟ Are You?)
– Branding (The „What‟)
– Marketing (The „Where‟)
– Listening/Engaging (The „When‟)
– Monetization (The „Why‟)
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

27. What are some
free tools to
determine what
people search for
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

28. ‘Who’ Are You?
• Reputation Management
– See what you look like online in Google
– Establish your niche - “Free Wordtracker”
• Plug in terms you use to market you/your
business
– Become the expert – Influence the
Conversation
• Define your niche with keywords
• What is missing?
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

29. „What‟ Makes You an Expert?
– Branding
• Become synonymous with terms in your niche
– Elevator pitch with niche terms
– Redo your content to include niche terms
• Generate awareness
– Launch Your Content Engine
– Repurposed content with new terms
• Establish/Regain trust
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

30. What are the
top 5 sites for
Social Media
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

31. Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

32. ‘Where’ Do You Market?
– Content marketing channels
• Social Networks: LinkedIn, Google
Plus, Tumblr.com, Facebook.com, Twitter.com
• MRSS Sites: YouTube.com, SlideShare.com
– Drive action/traffic
• Tag with your URL, Call to Action, Landing Page
– Establish need (to collect data)
• Whitepapers, special offers, Newsletters
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

33. When is the
best time to
publish
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

34. Facebook
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

35. Twitter
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

36. The ‘When’
• Listening/Monitoring/Engaging
– Meet your customer on their terms
• Setup Google Alerts for your targeted terms
• Identify competitors, partners and stay on breaking
news
– Leverage existing content to increase productivity/word
of mouth
• Repurpose your content with new information
– Form/Change opinion (influence the influencers)
• Comment Marketing
• LinkedIn Q & A
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

37. You can‟t
measure ROI
with social
media
Truth or
Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

38. ‘Why’ Leverage Social Media
• Monetization
– Drive wide funnel sales activity (greater
suspects/prospects)
– Decrease costs of communicating value
proposition
– Become „The Hunted‟
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

39. Do you want the
good news or
bad news
Truth or
Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

40. Google Maps
49,884,000 Pre-designed, Pre-
indexed SEO optimized
websites.
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

41. Google Maps
90% of customers are
using Google Maps to
find local businesses
BUT…
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

42. Google Maps
Less than 7% of
Businesses have
claimed their listing!
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

43. Google Maps
60% of Google Maps
Searches are on
Mobile Devices
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

44. If your business
has the most
reviews in Google,
you will be on top
Truth or
Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

45. Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

46. Top 10 Results in Google
• Articles
• Videos
• Blogs
• Social Networks
• Websites
• Press Releases
• PowerPoints
• Photos
• Audio (Podcasts)

47. Visibility Multiplier Effect
Views
Content Engine Blogs
Profiles Articles
PR Docs,
Video
PPT Website
Photo Audio (SEO and PPC)
Time
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

48. Creating
social media
content is a
lot of work
Truth or
Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

49. Geosomo
[gee-oh-so-moe]
Geographically targeted mobile
social media marketing
• Integrates online & offline
• Improves customer experience
• Offers better tracking/analytics
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

50. Geo-SoMo = Geo-Tag Your Content with Smartphone
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

51. Visibility Multiplier Effect
1 Document
50+ sites
Published Weekly
50X – 1000X more traffic to your website
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

52. Existing Content
(Press Release)
Repurpose PR into
4 NEW Media Formats
- Article
- Blog Post
- Social/SEO PR
- Social Network Update
(ie: Facebook, Twitter)
Drive Traffic to
Call to Action Page
“Application Process”

53. Ever seen one of these?
Microsoft Tag Google
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

54. QR Codes
have low use
Truth or
Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

55. How Do QR Codes Work?
Sends to a web page, a location, a video, vCard and others.
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

56. QR Code Stats
52% Have seen or heard of QR Codes.
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

57. QR Code Stats
28% Have scanned a QR Code
with a smartphone.
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

58. QR Code Stats
6% QR Code led to purchase of a
product or service.
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

59. Examples of QR Code Marketing
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

60. Social
media
marketing
can be
automated
Truth or
Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

61. Social Media Marketing Dashboards
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

62. Content Made Easier
• Evergreen Content –no expiration date
(e.g. – videos, trending data, white
papers, brochures, corporate marketing
materials, etc.)
• Seasonal & Promotional Content
(e.g. – events, activities, trending news, etc.)
• Partners and Industry Experts
(brand evangelists, complimentary sites and social)
• Community and Charitable Engagements
• Competition
Shhh……this is a Content Strategy
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

63. Offline Online
+
QR + Reviews + Testimonials =
Credibility & Rankings
(…local search domination)
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

64. Businesses
lose control of
your brand
being on social
networks Truth or Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

65. Top Responsibilities for Being Local
Respond to questions and complaints……………………..81%
Special offers, promotions and events……………………..78%
Company photos………………………..…………..…………..66%
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

66. + + +
Blogs + Status + Geo-Tagged Photo =
Massive Social Mention
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

67. OPC
Other People’s Content
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

68. There are not
enough people
on Google Plus
to get started
Truth or
Myth
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

69. Image Source: +Tim Moore
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

70. I Know a Company
Started a Blog
Writes Posts
Creates Profiles
Syndicates Content
Creates New Content
…that gets results!
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

71. Case Study – APECH
• Arizona Partnership to End Childhood Hunger
• Having a social media presence; blog, social media profiles
and online videos
• APECH received a grant from WalMart Charities from an
online search
• APECH is social media leader for government agencies
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

72. Social Media in Action – ROI
Partnership Goals for Measuring Results and ROI
1. Increase social mentions and create inbound links to your
website.
2. Improve local keyword rankings for your top landing
pages.
3. Increase traffic to your website.
4. Build an online community through social media
marketing.
5. Create inquiries for your brand.
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

73. Mint Social is an award winning social media marketing and online branding
company. We accelerate online marketing to help businesses get found online.
• build your content marketing engine
• direct your marketing to where 75% of Internet users are
• connect your business with prospects and customers
IN THE NEWS
CLIENTS
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

74. Matt O’Brien
@Blogster - @Mint_Social
480-818-MINT
mint@MintSocial.com
@Blogster
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com