1. Be The Expert with Social Media
Matthew O’Brien
www.MintSocial.com
“Be The Hunted
…for In-bound referrals”
Social Media and Personal Branding Reputation Analysis (‘Who’ Are
You?)

2. Traditional Prospecting Model
• Linear Process
• # Calls>>#Contacts>>#Presentations>># Sales
• Cold Calls = Numbers Game
UVP
Cold Calls
Direct Mail
Email
Sell Sheets
Seminars
Knock on
Doors
Hand Out
Business Cards
Limited
Universe of
Prospects
Time & Space
Dependant
Newsletter

3. Social Media Prospecting Model
UVP
Social
Networking
Comment
Marketing
Blog
Posts
Webinars
Follow on
Microblogs
Larger Universe of
Prospects
Time & Space
Independant
RSS
Feeds
Website Capture
Form
V Card
Widget
In-bound Warm Leads - “Referrals” - Seeking Experts

4. What is Social Media?
Profiles = Publishing rights
…on the top websites

5. Social Media Marketing & Branding
OnlineOnline
PublishingPublishing
HubHub
Micro-Micro-
BloggingBlogging
Videos,Videos,
Audio,Audio,
PhotoPhoto
SocialSocial
NetworksNetworks
RSSRSS
AggregationAggregation
ToolsTools
Visibility
Multiplier Effect
Articles,Articles,
DocsDocs
PRPR
ApprovedApproved
MonthlyMonthly
ContentContent
PartnerPartner
ContentContent
Inbound Links and TrafficInbound Links and Traffic

6. Social Media in Action – Made Easy
• 5 Objectives of Social Media
– Reputation Management (‘Who’ Are You?)
– Branding (The ‘What’)
– Marketing (The ‘Where’)
– Listening/Engaging (The ‘When’)
– Monetization (The ‘Why’)
Social Media Marketing and Online Branding for Law Firms

7. ‘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?
Social Media Marketing and Online Branding for Physicians

8. ‘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
–Publish repurposed content with new terms
• Establish/Regain trust
Social Media Marketing and Online Branding for Non-Profits

9. ‘Where’ Do You Market?
– Content marketing channels
• Social Networks: LinkedIn, Google Plus, Rebel
Mouse, Facebook, Twitter
• 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
Social Media Marketing and Online Branding for CEOs

10. 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
for CEOsSocial Media Marketing and Online Branding

11. ‘Why’ Leverage Social Media
• Monetization
– Drive wide funnel sales activity (greater
suspects/prospects)
– Decrease costs of communicating value
proposition
– Become ‘The Hunted’
Social Media Marketing and Online Branding for Sales Execs

12. Social Media in Action - Made Easy
5 Essential Disciplines of Social Media (The
‘How’)
• Blogging – Wordpress, Blogger, Typepad
• Social Networking – LinkedIn, Plaxo, Facebook,
MySpace
• Multi-Media Marketing – Flickr, YouTube,
Slideshare, iTunes
• Microblogging – Twitter, Plurk
• Monitoring – Google Alerts, RSS, Analytics

13. Social Media Marketing
5x5 Action Plan
1. Research terms and become the expert
2. Update your marketing channels ‘profiles’
with new terms from research
3. Redo your online marketing content
4. Update your LinkedIn.com profile, ask Q’s
5. Automate your social media
- Use HootSuite.com, Friendfeed.com or Ping.fm
- Use your blog and Twitter update network

14. Matt O’Brien
602.206.8089
mint@MintSocial.com
@Blogster
Mint Social – Content Marketing for Law Firms