Learn how to create a results-driven social media strategy for your business or organization. You will learn techniques to turn social media sites and profiles into legitimate marketing tools. Discover which social networking sites are appropriate for reaching your target audience, as well as how to craft appropriate assignments to increase engagement and advocacy.

1. Introduction __

2. WiFi Access
Login:
________
Password:
________

3. @Rob
HELLOmy name is

4. @Rob’s Experience

5. @Rob’s Geek Cred
@Rob
WordPress
Plugin
Developer
<>
#IRC Operator
@Zeppo
Former
Board of
Directors
Information Management
Staff Sergeant
US Air Force
Software as a Service
Architect / Growth Hacker
CC Creative
Commons
Contributor
Wikipedia
Editor
PATENT APPLICATION
#US20060294199
Systems &
Methods for a
Standard Web
Platform

6. Google Search Engine Optimization Expert
@Rob Bertholf | Search Engine Optimization Expert
rob.bertholf.com
Hi, I’m @Rob on Twitter. California guy living in
Honolulu, Hawaii the last 10 years. I teach at
University of Hawaii’s PNM program and I am
passionate about Development, Social Marketing
Strategy, Web Analytics & Conversion optimization.
Search engine optimization - Wikipedia
en.wikipedia.org/wiki/Search_engine_optimization
About 22,500,000 Results
#1 in

7. Pacific New Media
@pacificnewmedia
Follow @PacificNewMedia
Excited to speak at #Clarity15
on #SEO #KPI’s & Reporting!
Rob Bertholf
@Rob
Follow @Rob
Excited to speak at #UHPNM
on #SocialMedia

8. Introductions
:)
HELLOyour name is
1) Name
2) Industry
3) Takeaway

11. Identity __

12. ●
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13. { Brand }
helps { Target Commonality }
get { Cure Pain & Feed Aspirations }
through { USP }
featuring { Key Features }
Connector Words
Mission = Vision (your calling or purpose) + main business tactics
Not sure? Go to BizGym.com

20. ●
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21. Finding Our
Greatness
Our
Passion
Customer
Solution
Our
Differentiation
Credit: Jim Collins,
Good to Great

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33. Persona Name
First Last
Title
Age:
Location:
About:
What are the persona’s relevant
characteristics & behaviours?
For instance, demographics
such as age, gender, occupation
and income; psychographics
including lifestyle, social class
and personality.
Behavioral Considerations:
List attributes like usage
patterns, attitudes and brand
loyalty.
Frustrations:
Which problem does the
persona want to solve?
Goals:
Goals and concerns when they
perform relevant tasks: speed,
accuracy, thoroughness, or any
other needs that may factor into
their usage
Tasks:
Credit: http://www.nngroup.com/articles/persona/

34. ? !

38. Discovery Research Purchase

39. ●
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40. Nothing
Aware,
No Action
Single
Action
Repeat
Actions
Awareness Interest Action Advocacy

42. via http://www.ipglab.com/

44. ●
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46. Name Email Twitter Instagram Facebook Google+

47. Brand POC Email Twitter Instagram Facebook Google+

48. ●
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49. Brand Authority LifestyleProduct

50. Brand Authority LifestyleProduct

51. Branded Keywords
(Company Name, Product Names,
Trademarks, Executive Staff)
Industry (Product/Service) Keywords
(Generic Product/Service Names)
Topical Keywords
(Related to but not specific to a
cause/service/product)
Customer/Lifestyle Keywords
(Result of product/service or words
which describe the consumer)

52. Branded Keywords
(Company Name, Product Names, Trademarks, Executive Staff)
#1
BRAND/REPUTATION MANAGEMENT
CUSTOMER SERVICE
Industry (Product/Service) Keywords
(Generic Product/Service Names)
#2
CUSTOMER ACQUISITION
Topical Authority Keywords
(Related to but not specific to a cause/service/product)
#3
CONTENT TOPICS
CAMPAIGNS & HASHTAGS
Customer/Lifestyle Keywords
(Result of product/service or words which describe the consumer)
#4
CONTENT CURATION/
PARTNERSHIPS

53. Brand
“Nike”
Authority LifestyleProduct

55. ●
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57. Brand
“Nike”
Authority LifestyleProduct
“Running
Shoes”

59. ●
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60. ●
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61. ●
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63. Brand
“Nike”
Authority
“Running”
LifestyleProduct
“Running
Shoes”

65. ●
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66. ●
○
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○

67. Brand
“Nike”
Authority
“Running”
Lifestyle
“Health”
Product
“Running
Shoes”

69. ●
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71. Branded
● Nike
● Nike Flex
Offering
● Running Shoes
● Trail Running Shoes
● Good/Best Running Shoes
● Jogging Shoes
● Running Trainers
Authority (# ways to…, # top…, etc.)
● Choosing the right running shoe
● Warmup exercises
● Understanding your foot type
● Running trails (at location)
● Playlists for when running
Lifestyle
● Health
○ Diets for runners
○ Breathing exercises
● Fitness
○ Workout routines
○ Water bottles on the go
● Lifestyle
○ Clothing / Accessories
○ Playlists

73. Google.com/Trends/Explore

74. #

75. ●
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81. Hard Questions __

82. ●
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83. Intro __

84. ●
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90. “The Only
Thing That Is
Constant Is
Change” - Heraclitus

93. 90% of the people who create a
Google profile have never posted
publicly on Google+
via @stonetemple
Changes to Facebook algorithm to
further decline reach for brands.
via @MartinBeck

94. Do not be
distracted by
squirrels
(or meerkats)

99. Remember:
Social media is NOT a conversation,
it is where the conversation
takes place. via @jaybear

100. @Rob Bertholf

101. Social Media
is NOT a new
language

102. ●
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104. ● Meet people
● Start conversations
● Ask questions
● Answer questions
● Be authentic

106. Lets plan to “BE” social and
engage with a purpose

110. Find
Convert
Keep
Find
Convert
Keep
Traditional Social
W
ord
of M
outh

115. Plan __

116. ●
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117. What are your objectives?
What do you hope to achieve?

118. Awareness
Authority Action
AdvocacyCustomer Service
Rainbows
Cats

119. • Encourage & reward brand advocacy
• Reputation management
• Support Public Relations
• Be a thought leader in your industry
• Support customer service
• HR, recruiting

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124. ●

125. … and how to measure it

127. Authority
Action
Engagement/Interest
Advocacy
Reach/Awareness

135. Reach
Engagement
Authority
Acquisition
Conversion
Likes
Talking About, Comments
Shares
Website Traffic
Event, Goal or eCommerce Action

136. Reach
Engagement
Authority
Acquisition
Conversion
Followers
@Mentions, Favorites
Lists, Retweets
Website Traffic
Event, Goal or eCommerce Action

142. ●
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144. •
•
•
•
•
•
•

145. Blog Post
Facebook Poll
Video Post
Guest Blog Post
Press Release
Live Stream
Tweetup
Theme Blog Post Interview Event

147. Identify/Map Resources

150. Blog Post
Infographic
eBook
Slide deck
Video
Case Study
Podcast
Interview
Meme

151. ●
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153. Catchy Page Title
www.yourdomain.com/slug
YourLogo My Account | Order Status | Help My CartLive Chat
Menu Menu Menu Menu
Mauris sed eleifend tortor. Nullam sodales lectus mauris, ac eleifend elit eleifend nec. Ut non porttitor lacus. Suspendisse dolor lacus,
efficitur tempor lobortis ut, egestas vitae leo. Quisque vulputate turpis eget magna pharetra viverra. In lacus ipsum, condimentum at nisl
vitae, posuere cursus sem. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Vivamus nec purus vel diam ultricies pellentesque. Proin fringilla malesuada ipsum, vel placerat lectus congue fringilla.
Article Title
Related Hero Image
Shop Now
Lorem ipsum dolar sit amet,
consectue adipesing elit sed
Shop for Related
Product
Proin pellentesque rutrum metus. Sed quis volutpat erat, vitae
interdum est. Sed sit amet augue orci. Nullam nisl sapien, molestie eu
commodo quis, pharetra consectetur justo. Vivamus viverra
ullamcorper convallis. Aliquam nec mi diam. Nulla a tincidunt erat, in
tincidunt neque. Suspendisse ultricies dolor non lobortis tincidunt.
Nunc feugiat ex vel nunc molestie, sed efficitur augue porttitor.
Pellentesque vitae venenatis neque. Pellentesque habitant morbi
tristique senectus et netus et malesuada fames ac turpis egestas.
Aenean tincidunt libero vitae ex ornare pellentesque. Nam faucibus
libero in mollis malesuada. Fusce auctor fringilla ligula non tristique.
Sub Title
Related Video
Search GO
www.yourdomain.com/slug Link
Article Title Title
Catch Page Title Meta Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Vivamus nec purus vel diam ultricies pellentesque.
Proin fringilla malesuada ipsum.
Meta
Description
Mauris sed eleifend tortor. Nullam sodales lectus
mauris, ac eleifend elit eleifend nec. Ut non porttitor
lacus. Suspendisse dolor lacus, efficitur tempor lobortis
ut, egestas vitae leo. Quisque vulputate turpis eget
magna pharetra viverra. In lacus ipsum, condimentum
at nisl vitae, posuere cursus sem.
Copy
Media: Images
Media: Video

158. Repurpose as:
❏ Text (if not already text)
❏ Image
❏ Infographic
❏ Video
❏ Podcast
❏ Slidedeck
❏ eBook
❏ White Paper/Case Study
Send to:
❏ Twitter
❏ Facebook
❏ Google+
❏ Instagram
❏ Pinterest
❏ LinkedIn
❏ Newsletter
Content Title

160. Website Content
Your Brand
www.yourdomain.com
Article Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque
ut orci ut massa volutpat mattis nec dapibus diam. Proin posuere
euismod orci quis laoreet. Sed tempus ipsum semper ex
interdum, quis hendrerit sem euismod. Aenean ultricies, ex
gravida venenatis viverra, sapien neque laoreet turpis, et pulvinar
erat ipsum ac quam. Donec sed vehicula urna. Class aptent taciti
sociosqu ad litora torquent per conubia nostra, per inceptos
himenaeos. Fusce porta ac ipsum vitae tempor. In commodo nisi
a sodales lacinia. Maecenas vitae justo rhoncus, aliquet ligula
non, imperdiet tellus.
Facebook Content Strategy
Your B
@YourBr
Lorem ipsum dolor
mattis sat ne http:/
Twitte

161. Your Brand
Shared publicly - 5 hours ago #Tag
Lorem ipsum dolor sit amet, consectetur
adipiscing ut orci ut massa volutpat mattis nec:
http://domain.com/article #seo
Your Website
www.domain.com
Article Title
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque
ut orci ut massa volutpat mattis nec dapibus diam. Proin posuere
euismod orci quis laoreet. Sed tempus ipsum semper ex
interdum, quis hendrerit sem euismod. Aenean ultricies, ex
Your Brand Article Title
submitted 5 hours ago
http://domain.com/article
16 seo content marketing
Your Brand
@YourBrand
Following
Lorem ipsum dolor sit amet, consect volutpat
mattis sat ne http://domain.com/article #seo

162. Content Source
Content Created
Repurposedas
Repurposedas
Shared to
Shared to

163. 1961 Entries
300 Entries

164. http://forrester.com

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177. Social Asset &
Community Buildout

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209. Tactics __

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212. Monitoring Engagement Outreach
Content Development &
Distribution/Marketing
Advocacy Building Measurement

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216. Type Name Email Phone
Legal
Public Relations
Marketing
Customer Service
Accounting/Billing

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223. ●

224. Troll
Ignore
Misguided
Is the site dedicated to
harassing others?
Monitor only
Avoid flame wars. Monitor
site for relevant
comments.
Aggressive
Is the site dedicated to
harassing others?
Owned Asset
Was it posted on an asset
you manage/own?
New Comment: Positive?
No
Spam check
Is the post overly self-
promotional or irrelevant?
NoNo
Actionable issue
Does the post detail
unresolved client issue?
No
YesYes
No
Yes
Spammer
Respond to post your
terms and then remove
Assess
Based on circumstances,
influence & prominence
should you respond?
No
Notify Legal
Respond carefully
Yes
No
Notify Support
Respond that you have
escalated their concern
Yes
Correct the Facts
Provide factual
information in comments
section
Yes
Advocate
Give positive feedback
rewarding them for
support
Yes

227. Content
Type Blog
Facebook
Twitter
Social
Platform
Email
Newsletter
Scheduling
Application

230. Content
Type Testimonial
Social
Platform
Social
Platform
Email
Newsletter
Scheduling
Application

231. Blog Post
Facebook Poll
Video Post
Guest Blog Post
Press Release
Live Stream
Tweetup
Theme Blog Post Interview Event
Type. Topic. Content. Social Action. Date.

232. Blog Post
Facebook Poll
Video Post
Guest Blog Post
Press Release
Live Stream
Tweetup
Theme Blog Post Interview Event

235. ●
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236. ● Check your Social Channels
○ Blog
■ Respond or ^ comments on your blog posts
○ Facebook
■ Respond & like comments on your wall
■ Allow & like favorable posts
■ Reply to messages
○ Twitter
■ Follow back all non-egghead users who followed you
■ Follow any users who mention @[BRANDNAME]
■ Reply back to mentions to @[BRANDNAME]
■ Reward highly favorable mentions with retweet or favorite of tweet
■ Reply back to direct messages
■ Use the discover tab to perform a basic twitter search for “[BRANDNAME]” and “Auto Anything”
○ Google+
■ Add people to circles

237. ● Check your Social Channels
○ Instagram
■ Follow back users who follow you (who post photos, not flyers)
■ Follow back users who comment or like your images
■ Respond to comments (use hashtags when appropriate)
● http://iconosquare.com/comments.php
○ LinkedIn
■ Comment or reward users who have commented on your brands posts
○ Pinterest
○ Foursquare/Swarm
■ Comment or like checkin’s as appropriate
■ Like and list favorable and quality tips
○ Yelp
■ Respond to reviews
■ Share positive reviews
● Monitor Competitor Channels
○ Identify trending industry topics
○ Identify users you should connect with

238. ● Create & Curate Content
○ Blog Posts (Create blog posts on topics relating to the following)
■ Brand: Values & Company Updates
■ Industry: Foodservice topics
■ Community Service: Blog about community service related items
■ Recognition: Rewards & acquades received
○ Images/Video Clips
■ Take shots on site or collect shots from employees
■ Shots of the store & food
■ Shots of the staff at work/play
■ Shots of the customers enjoying the experience
■ Curate: Uncover images and clips taken by your fans and reshare or get permission to re-post.
○ Infographics
■ Create infographics by taking data and visualizing it in an appealing way (data sources could range from
food preparation tips to meat purchase statistics)
■ Curate: Find relevant infographics your audience would find interesting
○ Video
■ Produce video clips of staff members discussing what Aloha is to them
■ Curate: Find relevant videos that would be relevant to your audience

239. ● Share
○ Twitter
■ Post 2-3 tweets of your blog post URL with title and hashtag
■ Post 1-2 business or industry related tweets
■ Post 1 inspirational/values tweet
■ Post 1 promotional tweet
■ Each friday create a #FF of top users communicated with
○ Facebook/Google+
■ Post your blog post (once as a did you know, maybe once as question)
■ Share relevant content
■ Weekly post a promotional item (< 10% frequency)
■ Throw in 1 sunset for every 5 marketing related items :)
○ Instagram
■ Post images and video clips
○ Pinterest
■ Pin Blog post featured image
■ Pin curated images into boards
○ LinkedIn
■ Post blog posts to company page and to relevant groups
■ Update company banners
○ Foursquare

240. ● Influencer Relations
○ Re-Tweet and Favorite Tweets
○ Curate Lists by topic
○ +K Influencers
● Keyword Search
○ Find relevant blog posts for your industry
○ Reshare appropriate content
● Hashtag Search
○ Identify users and conversations on Twitter, Instagram, Facebook who mention related keywords (as indicated
below). Follow identified users (Twitter/Instagram). Add users to lists on Twitter.
○ Identify favorable content & re-share on (Twitter/Facebook)
● Geo Search
○ Find content on Instagram/Foursquare by location

242. ● Curate authoritative content to Facebook/Twitter/Google+/LinkedIn
○ Curate & schedule 3 posts appropriate for Auto industry
● Uncover Branded Keywords & Hashtags (which were not @Mention directly) & Validate/Respond:
○ Twitter search:
■ Uncover non attributed mentions using (“[BRANDNAME]” -coupon -coupons -apply -recruiting
-hiring)
■ Competitor search: “isdf”:
○ Instagram
■ http://www.gramfeed.com/instagram/tags#[BRANDNAME]
○ Facebook
■ https://www.facebook.com/search/keyword/?q=[BRANDNAME]
■ “Auto Accessories”:
https://www.facebook.com/search/str/%22Auto%20Accessories%22/keywords_top
■ etc.
○ Google+
■ https://plus.google.com/u/0/s/[BRANDNAME]
■ https://plus.google.com/u/0/s/auto%20accessories
● Featured Products (Don’t forget Twitter/Google+/Instagram) highlighting vendor/product/theme.

243. ●
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250. Buffer.com

251. ●
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253. If + = follow & reply
If comment = reply & +1
If post on Facebook =

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259. MailChimp.com

267. @Rob Bertholf

269. ●
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270. Visual Themes

272. Connecting with
Characters/
Personality Tests

273. @Rob Bertholf

274. ●
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275. Shortened
Link
Target
Destination
Bit.ly

276. @Rob Bertholf

277. ●
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278. @Rob Bertholf

279. ●
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280. Recap __

281. @Rob Bertholf