Presentation 2/8/11 for Promotional Products Association of the Midsouth conference in Tunica, MS. Overview: The Internet is moving at an ever-increasing pace, so understanding how to use online tools promote your business has become a necessity to stay competitive. This session will cover the basics of marketing to search engines, as well as a 4-step P.L.E.T. methodology for social media marketing. Then you will take a detailed look at two of the most widely used social networks, Twitter & Facebook. Join us on 2/8/11 from 8:30-10:00am where James Hutto, an industry expert with over a decade of experience in online marketing, will show you: * How search engines work, and how to market on them * What social media marketing is, and why your business needs it * Best practices for marketing on any of the social networks * How to setup your Facebook profile to separate business & personal * Which one is right for you: Facebook Groups vs. Fan Pages * How to measure online efforts and know your are generating results

2. There were over 88 Billion searches on Google last month

4. The number of internet devices in 1984 was 1,000

5. The number of internet devices in 1992 was 1,000,000

6. The number of internet devices in 2008 was 1,000,000,000

7. Currently: 540,000 words in the English Language 5x as many as Shakespeare’s time

10. AboutEvery 3 Seconds

11. The landscape has changed

14. Pull/Draw Marketing

16. The Basics of SEM

17. The Basics of SEM

20. Why Social Media?

21. Survey Time

23. A conversation Social Media is a conversation

25. Why should you care?

26. The Big Question: Why does Social Media work?

27. Three reasons to use everyone social media that apply to

28. #1 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY

29. #2 Average Cost for Social Media Account = $0.00

30. #3 Social media is like word of mouth on steroids

31. To join the conversation: You have to be PRESENT You have to be LISTENING

32. 2 core metrics

35. The New Paradigm: Engagement = Attention

36. “In all things, have strategy” -someone smart

38. The P.L.E.T. Method Post Listen Engage Track

39. Be conversational Ask Questions Post news (links), facts, events, comments, etc Share experiences and opinions I had just ate some fruit loops, and now I’m going to the gym. I don’t care

40. Content is King

41. Hook me and I’m yours

42. The P.L.E.T. Method Post Listen Engage Track

43. You get high-powered listening

44. Google Alerts Get a Google Account already! Create Alerts for anything relevant to you: Company name Competitor names Anything

45. The P.L.E.T. Method Post Listen Engage Track

46. Engage “ Be yourself; everyone else is already taken -Oscar Wilde “

47. Tell them something of meaning

48. The P.L.E.T. Method Post Listen Engage Track

49. “If you cannot measure it, you cannot improve it” - Lord Kelvin

50. Google Analytics Free Amazing Reporting

51. Social media tools are But… Common Sense is all you need weapons

52. Welcome to the Party Everyone likes a party, right?

54. Twitter is a Microblog. Established in 2006 as a side project at a podcasting company in CA. Why user Twitter? Accounts are free People are talkingCustomers, Competitors, Potential Prospects, Stakeholders, the World Why not? Twitter is like…

55. Customer Service Comcast multiple users on Twitter that allows them to take customer service request 24/7

56. Reputation Management Domino’s Pizza utilized Twitter for reputation management after damaging YouTube video

57. Product Promotion & Sales Chevrolet connect with customers, fight misconceptions, and convince people to give their vehicle a test drive

58. Research TechSmith:Camtasia Listens for any mentions of their product, and asks for feedback & suggestions

59. Get started on Twitter Get a unique background Use a real picture of yourself Timeless, classic Don’t change it Write a compelling bio Serious or Fun, Business or Personal?

60. Followers People who follow you to see the updates (tweets) that you post are your followers You follow other people to see their posts. These are the people that you’re following So… How do I get followers?

61. Following Who to follow? Leaders in your field Bloggers Competitors Customers By title Where to find them? Directories: Twollow, WeFollow, Twellow Services like MrTweet, TweepSearch

62. Learn the Lingo

63. Efficient Listening

64. TweetDeck Searches and Filters Bit.ly integration Also manages others Social Media accounts(Facebook, MySpace, and now - LinkedIn, too!) Support for Twitter Lists

65. Hootsuite Integrated analytics Handles Facebook, LinkedIn, Twitter, Pages Web-based Multi-user: better for teams iPhone app doesn’t require sync

66. Twitter is cool and all, but… -Rules

68. * Graphics and Stats from Online Schools (http://www.onlineschools.org/blog/facebook-obsession)

69. * Graphics and Stats from Online Schools (http://www.onlineschools.org/blog/facebook-obsession)

70. * Graphics and Stats from Online Schools (http://www.onlineschools.org/blog/facebook-obsession)

71. The Audience is Different More engaged: longer periods of time Watch much closer than some on Twitter. Facebook is more personal. It has to be treated that way

72. It’s ok to play Facebook changes all the time Constantly adding new features/tweaks It is expected that your presence will continue to grow/evolve/develop It’s ok to play and experiment

73. You’re not going to hurt anything by trying this free marketing tool that gives you access to 300+ million people. Just don’t say anything really stupid (STUPID GRAPHIC) and you’ll be ok! You’re not going to do any real damage without knowing it (usually)

74. Separate Personal & Professional Do NOT create two accounts. This is against Facebook’s terms & conditions (whoops!)

75. The Power of Lists

77. We can’t go through it all but…

78. Facebook Groups Simple Creation Messaging – Inbox Accessible only through Facebook Recruiting – bulk invite friends Content – must be posted manually Applications – do not integrate

79. Fan Pages Creation- more steps/info Messaging- in Live Feed Accessibility- indexed & show in SERPs More flexibility with Content Applications- Yes

80. Can we agree that fans* are our focus?

81. Claim your name! Give your page a unique URL Facebook.com/yourBusiness Use a redirect? FB.youcompany.com JoinUs.yourcompany.com Go to Facebook.com/username

82. What’s in it for them? A promotion Value-based offer Information Giving Feedback Customer Service

83. remember…

84. Build your social capital Add users to your page by: Joining other relevant pages/groups Friend people on those networks Interact, Engage, be friendly Suggest they Fan your page (…wait for it) Repeat P.S. – Lists are really helpful for this…

85. Someone will have to be the “Face” that you will use. Can be multiple people as well…

86. Common Mistakes Inconsistent brand identities Failing to engage Confusing selling with engaging Campaignitis Failing to appreciate fans Attempting to control the conversation Giving up before you can succeed

87. So you heard about that 600 million thing, huh? (that’s cool, we’ll take your ad dollars as well as your time)

88. Create Facebook Ads =

89. Customize Your Page

92. Connect & ask me anything) James HuttoManaging Project DirectorValeo Design & Marketing516 Tennessee StreetMemphis, TN 38103Tel: 800.647.4552 x704 [Email] james.hutto@valeomarketing.com [Site] http://www.valeomarketing.com @JamesHutto @ValeoMarketing