This document outlines the 10 steps to a successful social media marketing strategy. It begins by discussing the digital landscape and growth of social media and websites. It then covers problems like noise, clutter and thinking analog. The importance of social media marketing is explained by how it amplifies content, positions brands as experts, and facilitates trust and word of mouth. The 10 steps are then outlined which include establishing a clear vision, determining customer personas, creating goals and content, publishing across networks, and measuring results. Various social media platforms like Facebook, Twitter, LinkedIn, YouTube and blogs are also discussed. The key is to think like a publisher and implement a hub and spoke model.

1. The 10 Steps to a Successful Social Media
Marketing Strategy for your Business

2. The Digital Landscape
• The 3 Phases of the Web
– Phase 1: Portals
– Phase 2: Search Engines
– Phase 3: Social Networks

3. The Digital Landscape
• The Numbers: What has happened since 1990?
– First Website in 1990
– 130 Web Sites in 1993
– 16 Million Users in 1995
– 738 Million Internet users in Asia in December 2009
– 252 Million Internet users in North America in 2009
– 90 Trillion – The number of emails sent on the Internet in 2009
– 234 Million Websites in 2010
– 247 Billion – Average number of email messages per day
– 30 Billion – Photos uploaded to Facebook per year 2010
– 2.0 Billion Users in 2011

4. The Digital Landscape
• Google

5. The Digital Landscape
• Facebook

6. The Digital Landscape
• Mobile

7. The “Numbers’ Problem”
• Over 500 million websites
• More than 155 million blogs
• Nearly 800 Million Facebook Users
• 2 Billion Internet Users
• 1 Trillion Facebook page views - 2011

8. The “Noise” Problem in 60 Seconds
• 700,000 searches
• 600 Videos are uploaded to YouTube
• 80,000 Facebook Wall posts

9. The Display Ad “Clutter” Problem

10. The “Technology” Problem

11. The “Technology” Problem

12. Problem: We still think Analog!

13. Why Social Media Marketing?

14. Why Social Media?
• Social Media Amplifies your Content

15. Why Social Media?
• Makes you Stand out from the Crowd

16. Why Social Media?
• Networking on Steroids

17. Why Social Media?
• Accelerates the Spread of your Brand

18. Why Social Media?
• It can Position You as an Expert

19. Why Social Media?
• Your Business Can Self-Publish

20. Why Social Media?
• Global Word of Mouth

21. Why Social Media?
• “On the Internet, nobody knows you are a dog”

22. Why Social Media?
• Facilitates Trust – Edelman Trust Barometer

23. The Foundations and Approach to Social Media

24. The Foundations and Approach to Social Media
• Content

25. The Foundations and Approach to Social Media
• Search

27. The Foundations and Approach to Social Media
• Social

28. The Foundations and Approach to Social Media
• Publish to Multiple Networks

29. The Foundations and Approach to Social Media
• Publish a Variety of Multi-Media Content

30. The 10 Steps to a Successful Social Media
Marketing Strategy

31. Step 1
• Establish a Clear Focused Vision

32. Step 1
• Establish a Clear Focused Vision
Nike’s Vision
“To bring inspiration and innovation to every athlete in the
world. If you have a body, you are an athlete”

33. Step 2
• Obtain Commitment from Management

34. Step 3
• Determine Prospects & Customer Personas

35. Step 4
• Create and Prioritize Goals

36. Step 5
• Develop Tactics to Achieve Goals

37. Step 6
• Resources Allocated to Achieve the Goals

38. Step 7
• Plan and Create Content

39. Step 8
• Publish and Promote on the Social Networks where your
Customers are

40. Step 9
• Measure and Monitor the Results

41. Step 10
• Modify, Rinse and Repeat

42. Social Media Marketing Tools and Tactics

43. Social Media Marketing with Facebook

44. Social Media Marketing with Facebook
• Why Use Facebook?
– Business Page – for spreading your content
– Multi-Media rich
– It is where one in three internet users hang out
– Self Serve Target Ads with user demographics

45. Facebook Social Media Marketing – B2C
• Facebook Tips for B2C Companies
1. Welcome page
2. Provide an incentive for growing your Facebook “Likes”
3. Capture email subscriptions for your database
4. Offer specials
5. Publish content daily
6. Crowd sourced market research
7. Sell products on your Facebook store
8. Provide rich multimedia

46. Facebook Social Media Marketing – B2C
• Victoria’s Secret

47. Facebook Social Media Marketing – B2C
• Threadless

48. Facebook Social Media Marketing – Personal Brand
• Mari Smith

49. Facebook Social Media Marketing – B2B
• Facebook Tips for B2B Companies
1. Video Channel with “How To” Tutorials
2. News Updates in Your Industry
3. Provide an Incentive for Growing your Facebook “Likes”
4. Capturing Email Subscriptions for your database
5. Targeting Decision Makers through Paid SMM
6. Market Research and Surveys
7. Promote your Thought Leaders

50. Facebook Social Media Marketing – B2B
• Case Studies - Publishing Content Linking to the Blog or Website
– Goal: Position company or personal brand as a thought leader

51. Social Media Marketing with Facebook – B2B
• Case Studies – Clear Risk
– Goal: Capture email subscribers and Facebook “Likes”

52. Social Media Marketing with Facebook – B2B
• Case Studies – General Electric
– Goal: Promote Thought Leaders

53. Social Media Marketing with Facebook – B2B
• Case Studies – Get Satisfaction - Internet Software Company
– Goal: Provide customer service

54. Social Media Marketing with Facebook – B2B
• Case Studies – Cisco
– Goal: Educate with Online Video within Facebook

55. Social Media Marketing with Twitter

56. Social Media Marketing with Twitter
• Why use Twitter?
– A global network of 500 million plus users
– You can target industries and niches
– Monitor the competition
– It is global
– It is real time
– It is a great tool to market your blog content
– It is simple

57. Social Media Marketing with Twitter
• 5 Tips for Optimizing Twitter
1. Include a photo or logo
2. Add your Facebook or Website’s URL
3. Write “Great Headlines”
4. Make sharing easy with a “ReTweet” button
5. Include “Follow me on Twitter” buttons on your blog

58. Social Media Marketing with Twitter
• Twitter Marketing Tips
1. Develop a targeted Twitter following
2. Listen, engage and communicate and build loyal followers in
your community
3. Create a live feed on the corporate brand name to see what
the world is saying about you
4. Tweet your online specials that link to a landing page
5. Tweet your content
6. Network and Create contacts on Twitter by retweeting their
content

59. Social Media Marketing with Twitter
• Twitter Tools

60. Social Media Marketing with Twitter
• Case Studies – jeffbullas.com
– Goal: Drive traffic to the blog and networking

61. Social Media Marketing with Twitter
• Case Studies – dell.com
– Goal: Sell Product that can be tracked with coupons

62. Social Media Marketing with LinkedIn

63. Social Media Marketing with LinkedIn
• Why use LinkedIn?
– Over 150 Million professionals are members
– Great for networking professionally
– Finding opportunities
– Positioning as an expert with over 800,000 groups
– Integrate your other sites Website, Blog and Facebook
– Average income is over $100,000

64. Social Media Marketing with LinkedIn
• Setting up and Optimizing LinkedIn
– Create a public profile (don’t lock it away)
– In your homepage activate your Twitter link
– Activate your blog feed to your homepage on LinkedIn
– Integrate “SlideShare” into LinkedIn

65. Social Media Marketing with LinkedIn
• LinkedIn Marketing Tips
– Update your posts on LinkedIn after publishing
– Participate in one of the 800,000 groups that is suitable for your target
audience
– Create your own group that doesn’t sell but provides a forum for your
industry niche
– Create Exclusive Content that requires registration
– Advertise on LinkedIn from as little as $10 per day
– You can target by
• Geography
• Industry
• Job Function
• Job title
• LinkedIn Groups

66. Social Media Marketing with LinkedIn
• LinkedIn Case Study B2B: Post Card Mania
– Create compelling content
– Build contacts
– Join groups and contribute
– Cold message contacts
Results: In 12 Months they have generated 600 leads from a B2B audience

67. Social Media Marketing with LinkedIn
• LinkedIn Case Study B2B: Post Card Mania
– The Post on LinkedIn

68. Social Media Marketing with LinkedIn
• LinkedIn Case Study B2B: Post Card Mania
– The Landing Page

69. Social Media Marketing with YouTube

70. Social Media Marketing with YouTube
• Why use YouTube?
– Second largest search engine in the world
– Easier to rank higher in organic search than Google
– The younger generation would rather poke their eyes out than
read a paragraph of text – provide short videos
– “How To” category is the fastest growing segment
– Can be branded

71. Social Media Marketing with YouTube
• Setting up and Optimizing YouTube
1. Create your own branded YouTube Channel
2. Link to your Blog, Facebook Fanpage or your website to make
it easy for people to link back to your site
3. Put the category such as [Social Media Marketing] in Brackets
before each Title of your video
4. Put “Tags” in your video tags section, make them relevant to
your video title
5. Again promote your YouTube video on Twitter and place them
on your blog in a Video or YouTube Channel section

72. Social Media Marketing with YouTube
• YouTube Marketing Tips
1. Interview senior people in your industry – promote them, the
law of reciprocity
2. Create information videos that inform clients while you sleep –
leverages your time
3. Create Educational videos demonstrating expertise and
thought leadership
4. Include videos in your online store to showcase and demo
products (can increase conversion rates by 10-30%
(Case Study: Online shoe store Zappos)

73. Social Media Marketing with YouTube
• YouTube Case Study: Orabrush

74. Social Media Marketing with Slideshare

75. Social Media Marketing with Slideshare
• Why use Slideshare?
– It is the “YouTube” for PowerPoint
– Presentations position you as an expert
– Optimal for B2B
– Good for optimising content for search

76. Social Media Marketing with Slideshare
• Slideshare Marketing Tips
1. Turn your posts into PowerPoint presentations and post them
to SlideShare
2. Write a good headline both on the presentation itself and the
title area
3. Include keyword tags that would be used to find the
presentation
4. Promote your presentations on Twitter
5. Allow viewers to download your presentation to assist in
making it easy for people to share
6. Post them to your Facebook page
7. In choose a license make it CC (Creative Commons) License
so people can use your content and then attribute and link to
your blog

77. Social Media Marketing with Blogs

78. Social Media Marketing with Blogs
• Why Blog?
– To establish a home base that you own
– Personal branding eg”jeffbullas.com”
– Position you as a thought leader in your niche
– Establishes authority
– Google likes fresh unique content
– Easy to use
– Builds an online asset

79. Social Media Marketing with Blogs
• Setting up and Optimizing Your Blog
– Buy your own domain name
– Blog as part of your primary website domain
– Purchase a WordPress theme
– Post content regularly
– Promote your Blog on Twitter regularly
– Include social media share and subscribe buttons
– Build your email subscriber database

80. Social Media Marketing with Blogs
• Blogging Marketing Tips
1. Solve problems with your posts. What do your customers worry
about?
2. Provide “How To” articles
3. Write great headlines
4. Write easy to read articles
5. Use multimedia embed videos, images and screen shots
6. Send out posts instead of static email newsletters that drive traffic
to your site and drive comments
7. Post after publishing to other social media channels, Facebook
page, Google+, LinkedIn, Twitter (manually)
8. Create evergreen content
9. Be focused (stay on topic)
10. Repurpose offline and publish it online

81. Social Media Marketing with Blogs – Personal Brand
• Case Studies – jeffbullas.com
– Goal: Create a personal brand online and create global opportunities

82. Social Media Marketing with Blogs – B2B
• Case Studies – Hubspot – software as a service for small to medium business
– Goal: Create great content that drives link building and positions the brand

83. Social Media Marketing with Blogs – B2C
• Case Studies – Southwest Airlines

84. 10 Takeaways
1. Strategy not just tactics
2. Content is the foundation
3. Optimize for search
4. Make it easy to share
5. Think like a publisher
6. Build an online asset
7. Publish where your customers are
8. Implement the Hub & Spoke model
9. Use paid as the catalyst
10.Be patient and persist

85. How Could You Use Social Media
Marketing… To Put a Dent in the
Universe?

86. Twitter: @JeffBullas