This keynote was presented at a BNI meeting, April 29th, 2015 to help members understand how social media functions properly within a business.

1. What Social Media Can & Cannot Do!
An honest account of online marketings magic bullet

2. Table of Contents
What Social Media CAN and CANNOT do
Your online eco-system: How everything fits
What we actually do, in 6 steps

3. Setting expectation right on the onset
What Social Media IS and ISN’T

4. Social Media CAN..
AMPLIFY your current marketing strategies by engaging in the communities
you’re focusing on
An OPPORTUNITY to engage with current and potential customers online
DIRECT potential customers towards your current goals eg. website,
subscriptions etc..
Build brand awareness
Build your brand’s community
ONE-PART of a multi-faceted marketing campaign

5. Social Media CAN NOT..
A one-stop solution for all your marketing needs
An easy, ‘If you built it, they will come’ scenario
Worth less than what you were paying for advertising
back in 1995
Social Media cannot build your empire in a month
The cure to everything ever!

6. “Social media can only be successful
if you integrate it and support it
through other marketing means.”
- Super Amazing Wise Person

7. How does everything fit?
Your Online Eco-System

8. The Heart of your presence
WEBSITE
You’ve just finished your website. 120 hours & thousands
of dollars later and it looks great! So now what?
Now you need to tell the world about it, so how exactly
do you go about doing that?
You need little birds to spread the word, you need some
social media to connect you with your audience, to
help build your community.
The Heart of Your Presence

9. The Heart of your presence
WEBSITE
Audience, Engagement & Leads
SOCIAL MEDIA
The Social Media Eco-System

10. There are many reasons your business needs a blog,
but none are more valid than the fact it builds your authority.
By creating content to share, you help generate traffic to your site.
This in turn helps your standing with Google by providing
consistent fresh content for it to recognize.
Simple put, your blog is the air of your eco-system
Showcase Your Expertise
Show your expertise
BLOG

11. The Heart of your presence
WEBSITE
Audience, Engagement & Leads
SOCIAL MEDIA
Show your expertise
BLOG
The Social Media Eco-System

12. The purpose of a white paper is to promote a certain
product, service, technology or methodology to influence
prospective customers' decisions.
We do this by providing factual information – minus marketing fluff.
By offering your expertise in exchange for a prospect’s email
address, we continue to feed the eco-system, adding to our
email list and creating valuable content we can continue to use,
something we colloquially refer to as — Evergreen content.
Evergreen Content for Emails
Whitepapers for Emails
LANDING PAGE

13. The Heart of your presence
WEBSITE
Audience, Engagement & Leads
SOCIAL MEDIA
Show your expertise
BLOG
Whitepapers for Emails
LANDING PAGE
The Social Media Eco-System

14. A newsletter is a great way to keep in touch with
your prospects. It’s a marketing tool that your customers actually
signed up for, so obviously they want to see it.
This is where you can share important updates, promotions etc..
to once again provide information that positions you as an
expert in your field.
This of course builds a level of trust and loyalty with your customers.
All in all, it’s a win-win.
Email Subscribers
Monthly Subscriptions
NEWSLETTER

15. The Heart of your presence
WEBSITE
Audience, Engagement & Leads
SOCIAL MEDIA
Show your expertise
BLOG
Whitepapers for Emails
LANDING PAGEMonthly Subscriptions
NEWSLETTER
The Social Media Eco-System

16. It’s pretty much all magic..
What We Actually Do, In 6 Steps

17. A Path To a Social Media Campaign
Client Goals
1
Brand Awareness
Build Community
Thought Leadership
Drive Traffic

18. The Path of A Social Media Campaign
2
Build Persona Profiles

19. Persona Profiles
JACKJANE
___ YEARS OLD
LOVES ___________________
_________________________
LIVES IN _________________
AND _____________________
_________________________
___ YEARS OLD
LOVES __________________
________________________
LIVES IN _________________
AND ____________________
_________________________
Age
Gender
Job Description
Income
Likes/ Dislikes

20. The Path of A Social Media Campaign
3
Channels

21. Choosing Your Channels
Over 800+ Channels
Who is your target audience?
Where do they congregate?
What do they talk about?
What do they love?

22. Facebook
Demographic: 58% Women
Pros: Very Community Centric
Benefits: Most people will look
for you on this channel first
Users: 1.4Bn

23. LinkedIn
Demographic: Business
Pros: Direct B2B engagement
Benefits: Real-World Network
Users: 347m

24. Twitter
Demographic: Mobile-Centric
Pros: Perfect for Customer
Service
Benefits: Very Event-Oriented
Users: 288m

25. The Path of A Social Media Campaign
Content Strategy
Content Creation
Infographics
Whitepapers
Blogposts
Editorial Calendar
Imagery
4

26. Whitepaper
Evergreen Content ie. Long Term
Provides your expertise in more
than just a bite-size format
provided in-exchange for email
Helps build your email
subscription base

27. Infographic
Evergreen Content
Visually appealing
Great shareability

28. Blogposts
Sets your expertise!
Consistency is key
Helps drive traffic to your site
SEO friendly
Cost effective

29. Video
Video is the currently a
powerhouse
An extra channel to engage via
YouTube, Instagram or Vine

30. The Path of A Social Media Campaign
5
Cultivate
Audience
Growth
Engagement
Relevant Content

31. The Path of A Social Media Campaign
6
Marketing ObjectivesAnalytics
Benchmarking

32. Analytics
If you can’t measure it, it
doesn’t exist
The Almighty ROI
Social Media is extremely
measurable but..

33. Benchmark
Where did we start?
What is success?
Is what we’re doing working?
Is it working? Change it up!
0
25
50
75
100
April May June July

34. www.octopusandson.com
info@octopusandson.com