The document discusses strategies for using social media to meet business objectives. It outlines objectives like making money, generating sales leads, and becoming the most well-known provider in their market. Key strategies discussed are search engine optimization, creating keyword-heavy content, and driving traffic to their website through social media. The document also provides three case studies as examples, such as a cupcake giveaway campaign that generated publicity for a small business.

1. Social media lunch and learn seriesSession IIThe strategySearch Engine OptimizationCase studies

2. Monitoring, anyone?

3. Our social media objectives

4. Our social media objectivesMake moneyGenerate leads for our direct sales teamBrandingBe the most well known cloud computing/IT services provider in the markets that we serve

5. Our social media objectivesMake moneyGenerate leads for our direct sales teamBrandingBe the most well known cloud computing/IT services provider in the markets that we serveThat means great organic SEO

6. The anatomy of Google search resultsSponsored

7. Action items

8. Action itemsCreate keyword-heavy contentEmbed keywords into website copyGenerate blog posts around our keywordsDrive traffic to website through social media

10. Our strategy

11. Our strategy

12. Our strategy

13. Our strategy

14. Our strategy

15. Social Media is About Your Business SuccessAccept that you need expert guidance

16. Align your social media efforts with overall business goals

17. View social media as a public-facing area of operations

18. Don’t do it just to do itStrategy Before ExecutionDefine success Choose tools and platforms based on goalsPut metrics in placeMonitor and measureAdjust and refine

19. Case Study # 1Pimento’s Cupcake GiveawaySmall business looking to grow brand awareness in Knoxville marketCupcake giveaway took advantage of existing overstockContests on Facebook and TwitterHuge public engagementTraditional media coverage when a direct pitch would have flopped

20. Case Study # 2Physician Recruiting PlatformLarge local/regional medical practiceSpending too much to recruit new physicians without getting enough strong candidates.Interested in building national brand awarenessInnovative, branded online recruiting platform built on “earned attention” concept

21. Case Study # 3: Supercharged Personal NetworkingIndividual employees given autonomy and time to enhance online brand for business networking.Cultivate online relationships in same way you cultivate off-line.Find your voice; be part of the conversationConvert online contacts to face-to-face interaction

22. For next weekTop 3 things that would keep you from being successful with social mediaTop 3 people in your organization that could execute these tasks