Before jumping into social media you have to lay a foundation. This helps you understand where you need to start.

1. Social Media - Building the
foundation
Michael Coffey
Wednesday, March 25, 2009

2. Todays Outline
What’s the Point ?
•
Increase Profit
•
Increase Customer Service
•
Increase Efficiency
•
What’s the Foundation Look Like?
•
Your Brand
•
Your Website
•
You CRM
•
What’s the Structure Look Like?
•
You Website
•
Your CRM
•
Wednesday, March 25, 2009

3. HOW DO I DIVE INTO
SOCIAL MEDIA?
unify efforts
sales with little overhead -
Suggestions drip marketing
What’s the Point ?
•
efficiency automize
24/7
Increase Profit
•
Feedback organize
Increase Customer Service
•
Increase Efficiency
optimize streamline
•
Wednesday, March 25, 2009

4. HOW DO I DIVE INTO
SOCIAL MEDIA?
To even begin this discussion you have unify efforts
sales with little overhead -
to know the following about your Suggestions drip marketing
business. efficiency automize
24/7
Feedback organize
- What is your cost per customer Acquisition?
- What is your average customer LTV (lifetime value)
optimize streamline
- What is your Gross profit per customer
Wednesday, March 25, 2009

5. Un de
r
Knowing your Numbers Cost stan d yo
for C ur
Acqu ustomer
isitio
n
How much do you currently
=
spend for marketing a month?
How many new customers do
=
you currently get a month?
=
Your Cost For Customer Acquisition
Wednesday, March 25, 2009

6. Knowing your Numbers
You currently spend
$300 to get 1 new
customer
You Currently need 10
new customers a month
You should be spending at least
$3000 a month in sales and
marketing
Wednesday, March 25, 2009

7. Knowing your Numbers
Your customer currently
would need to spend
$300 to break even
Wednesday, March 25, 2009

8. Wh
at i
Knowing your Numbers f..
You could spend $150 to
get 1 new customer
You gained 15 new
customers a month
Your customers still
spent $300 a month
You should be spending at least $3000 a month in
sales and marketing
Wednesday, March 25, 2009

9. Wh
Knowing your Numbers at i
f..
You would be spending $2,250 a
month and bringing in $4,500 a
month!
That would be a 2:1 return
Wednesday, March 25, 2009

10. HOW DO I DIVE INTO
SOCIAL MEDIA?
unify efforts
sales with little overhead -
Now that you know the following: Suggestions drip marketing
efficiency automize
24/7
- What is your cost per customer Acquisition?
Feedback organize
- What is your average customer LTV (lifetime value)
- What is your Gross profit per customer
optimize streamline
We can start talking about the foundation
you need to build
Wednesday, March 25, 2009

11. LETS REMEMBER OUR
PROCESS
Engage Educate Implement Analyze Optimize
Wednesday, March 25, 2009

12. LETS REMEMBER OUR
PROCESS
In order for us to Engage our clients we must know what we are going to educate our
customers on. Before we educate we need to think about what we want them to do with our
education. If we want to know if we are accomplishing our goal, we need to have a plan in
place as to how we are going to analyze their actions.
Engage Educate Implement Analyze Optimize
Wednesday, March 25, 2009

13. LETS REMEMBER OUR
PROCESS
So let’s focus on the your Brand
Engage Educate Implement Analyze Optimize
Wednesday, March 25, 2009

14. YOUR BRAND
Know who you are, what you offer, and who you are
targeting
- What is your niche?
- What do you have to offer?
- What makes you memorable?
- What identifies you?
Wednesday, March 25, 2009

15. MY BRAND
Here is an example of my brand -
With a name like Mike Coffey I have decided to play off
coffey and this “Coffee Stain” will be what identifies my
involvement in everything I do.
You will see this on my blog, website, Twitter, and
eventually clothing.
Wednesday, March 25, 2009

16. YOUR BRAND
Think about your brand and who you are before jumping
into the next step. Once you have that identified, your ready
to start the development of your site
Let’s move on to your site!
Wednesday, March 25, 2009

17. YOUR WEBSITE
Know the purpose of your site
- Are you using your site to focus on Education
- Are you using your site to focus on Lead Generation
- Are you using your site to focus on both of the above
- Are you using your site to focus on simply something you like to look at?
Wednesday, March 25, 2009

18. YOUR WEBSITE
Know the reason your customers will visit and where
you want them to go.
Wednesday, March 25, 2009

19. YOUR WEBSITE
View your home page as a road map directing your
customers on where you would like for them to go.
7
6
1
5
2 3 4
Wednesday, March 25, 2009

20. YOUR WEBSITE
7
6
1
5
2 3 4
This is the beginning of content strategy
Wednesday, March 25, 2009

21. YOUR WEBSITE
What do you want on
7
your home page?
- Clear Navigation
6
- Concise callouts
1
- Contact form
- Email subscription
- Current offers
5
- Clear presentation of services
- Video if relevant
2 3 4
Now your off to building a site
Wednesday, March 25, 2009

22. YOUR WEBSITE
Other items to think
7
about
6
- Navigation
1
- Copy
- Consistency
- Imagery
5
2 3 4
Now, your off to building a site
Wednesday, March 25, 2009

23. YOUR MARKETING
Contacts Website Database Marketing
7
6
1 CRM
DataBase
5
2 3 4
Wednesday, March 25, 2009

24. YOUR MARKETING
Customers
Website
Contacts
7
6
1
5
Database Marketing 2 3 4
CRM
DataBase
Wednesday, March 25, 2009

25. YOUR CUSTOMERS
Contacts
First you need to start with everyone that could be your
potential customer, your contacts.
- Contacts in your email account
- Chamber members
- All the business cards you have collected
- People you have worked with in the past
- People you went to school with
- Family
- Everyone you have crossed paths with
Wednesday, March 25, 2009

26. YOUR CUSTOMERS
Next you take those contacts and clean out your list
by providing an opportunity for them to “opt-in” to
be a contact of your business.
Contacts
YES! I am
interested
@
Wednesday, March 25, 2009

27. YOUR CUSTOMERS
Now you have a clean list that have “opted in” and
are in your CRM. From this point forward, everyone
that you come in contact with will be opted in from
the beginning!
Database Marketing
YES! I am
interested
CRM
DataBase
Wednesday, March 25, 2009

28. YOUR DATABASE
Your Database needs to be dynamic in todays fast pace world. If you do
not have the ability to track your customers decisions, you are wasting
your time and money. If customer conversion is your focus, then you
Database
need a Database that ties in with a CRM tool.
Marketing:
Infusionsoft
Sales: DataBase
SalesFource
Wednesday, March 25, 2009

29. YOUR MARKETING
Marketing
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
CRM
Wednesday, March 25, 2009

30. YOUR MARKETING
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
Wednesday, March 25, 2009

31. YOUR MARKETING
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
Contact
Wednesday, March 25, 2009

32. YOUR MARKETING
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
Contact Website
1
Wednesday, March 25, 2009

33. YOUR MARKETING
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
Contact Website Marketing
1 CRM/DB
Wednesday, March 25, 2009

34. YOUR MARKETING
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
Contact Website Marketing Drip Marketing
1 CRM/DB
Wednesday, March 25, 2009

35. YOUR MARKETING
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

36. YOUR MARKETING
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

37. YOUR MARKETING
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

38. YOUR MARKETING
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

39. YOUR MARKETING
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

40. YOUR MARKETING
Your CRM tool should be one in the same as your database. If
this is true then you will be able to build a marketing system
that is both systematized and automated.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

41. Your Drip Marketing
Drip Marketing provides you the opportunity to build
a automatic process of communication to your
customers to increase value, lifetime, and service.
Wednesday, March 25, 2009

42. Your Drip Marketing
Drip Marketing provides you the opportunity to build
a automatic process of communication to your
customers to increase value, lifetime, and service.
Your Target
Market
Wednesday, March 25, 2009

43. Your Drip Marketing
Drip Marketing provides you the opportunity to build
a automatic process of communication to your
customers to increase value, lifetime, and service.
Your Target
Your Potential
Market
Customers
Wednesday, March 25, 2009

44. Your Drip Marketing
Drip Marketing provides you the opportunity to build
a automatic process of communication to your
customers to increase value, lifetime, and service.
Your Target
Your
Your Potential
Market
Customers
Customers
Wednesday, March 25, 2009

45. Your Drip Marketing
Let’s look at the numbers
Wednesday, March 25, 2009

46. Your Drip Marketing
Let’s look at the numbers
Your Target
Market
1000
Wednesday, March 25, 2009

47. Your Drip Marketing
Let’s look at the numbers
Your Target
Your Potential
Market
Customers
5%
1000 50
Wednesday, March 25, 2009

48. Your Drip Marketing
Let’s look at the numbers
Your Target
Your
Your Potential
Market
Customers
Customers
5% 2%
1000 50 1 to 2
Wednesday, March 25, 2009

49. Your Drip Marketing
If you don’t have a drip marketing system in place,
what are you doing with the 48 Potential Customers
that simply didn’t purchase the first time around?
Your Potential Your Potential
Customers Customers Customers
- =
Wednesday, March 25, 2009

50. Your Drip Marketing
If you don’t have a drip marketing system in place,
what are you doing with the 48 Potential Customers
that simply didn’t purchase the first time around?
Your Potential Your Potential
Customers Customers Customers
50 - =
Wednesday, March 25, 2009

51. Your Drip Marketing
If you don’t have a drip marketing system in place,
what are you doing with the 48 Potential Customers
that simply didn’t purchase the first time around?
Your Potential Your Potential
Customers Customers Customers
50 - 1 to 2 =
Wednesday, March 25, 2009

52. Your Drip Marketing
If you don’t have a drip marketing system in place,
what are you doing with the 48 Potential Customers
that simply didn’t purchase the first time around?
Your Potential Your Potential
Customers Customers Customers
50 - 1 to 2 = 48
Wednesday, March 25, 2009

53. Your Drip Marketing
If you don’t have a drip marketing system in place,
what are you doing with the 48 Potential Customers
that simply didn’t purchase the first time around?
Your Potential Your Potential
Customers Customers Customers
50 - 1 to 2 = 48
Wednesday, March 25, 2009

54. YOUR DRIP MARKETING
Let’s remember, a customer comes to your site, fills out a
form, calls you, buys something, comments on your blog or
signs up for an event. Now what do you do?
Wednesday, March 25, 2009

55. YOUR DRIP MARKETING
Let’s remember, a customer comes to your site, fills out a
form, calls you, buys something, comments on your blog or
signs up for an event. Now what do you do?
Contact
Wednesday, March 25, 2009

56. YOUR DRIP MARKETING
Let’s remember, a customer comes to your site, fills out a
form, calls you, buys something, comments on your blog or
signs up for an event. Now what do you do?
Contact Website
1
Wednesday, March 25, 2009

57. YOUR DRIP MARKETING
Let’s remember, a customer comes to your site, fills out a
form, calls you, buys something, comments on your blog or
signs up for an event. Now what do you do?
Drip Marketing
Contact Website
1
Wednesday, March 25, 2009

58. YOUR DRIP MARKETING
Let’s remember, a customer comes to your site, fills out a
form, calls you, buys something, comments on your blog or
signs up for an event. Now what do you do?
Drip Marketing
Contact Website
1
@
@ RSVP
Phone
Wednesday, March 25, 2009

59. YOUR DRIP MARKETING
Let’s remember, a customer comes to your site, fills out a
form, calls you, buys something, comments on your blog or
signs up for an event. Now what do you do?
Drip Marketing
Contact Website
1
@
@ RSVP
Phone
Wednesday, March 25, 2009

60. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Wednesday, March 25, 2009

61. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Contact
Wednesday, March 25, 2009

62. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Contact Website
1
Wednesday, March 25, 2009

63. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Contact Website Marketing
1 CRM/DB
Wednesday, March 25, 2009

64. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Contact Website Marketing Drip Marketing
1 CRM/DB
Wednesday, March 25, 2009

65. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

66. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

67. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

68. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

69. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

70. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

71. YOUR MARKETING
You now know how to set a foundation that will be able to
automate itself so that when you are directing potential
customers to your site you will optimize your conversion.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Wednesday, March 25, 2009

72. YOUR MARKETING
With your foundation set, your website, CRM, drip marketing,
you will be able to convert more, and increase your customers
overall lifetime spend.
Engage Educate Implement Analyze Optimize
Wednesday, March 25, 2009

73. YOUR MARKETING
With your foundation set, your website, CRM, drip marketing,
you will be able to convert more, and increase your customers
overall lifetime spend.
Contact
Engage Educate Implement Analyze Optimize
Wednesday, March 25, 2009

74. YOUR MARKETING
With your foundation set, your website, CRM, drip marketing,
you will be able to convert more, and increase your customers
overall lifetime spend.
Contact Website
1
Engage Educate Implement Analyze Optimize
Wednesday, March 25, 2009

75. YOUR MARKETING
With your foundation set, your website, CRM, drip marketing,
you will be able to convert more, and increase your customers
overall lifetime spend.
Contact Website Marketing
1 CRM/DB
Engage Educate Implement Analyze Optimize
Wednesday, March 25, 2009

76. YOUR MARKETING
With your foundation set, your website, CRM, drip marketing,
you will be able to convert more, and increase your customers
overall lifetime spend.
Contact Website Marketing Drip Marketing
1 CRM/DB
Engage Educate Implement Analyze Optimize
Wednesday, March 25, 2009

77. YOUR MARKETING
With your foundation set, your website, CRM, drip marketing,
you will be able to convert more, and increase your customers
overall lifetime spend.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Engage Educate Implement Analyze Optimize
Wednesday, March 25, 2009

78. YOUR MARKETING
With your foundation set, your website, CRM, drip marketing,
you will be able to convert more, and increase your customers
overall lifetime spend.
Contact Website Marketing Drip Marketing Transaction
$
1 CRM/DB
Engage Educate Implement Analyze Optimize
Wednesday, March 25, 2009

79. WHAT YOU KNOW
Drip
Web Social
CRM
Website
Marketing
2.0 Media
Wednesday, March 25, 2009

80. WHAT YOU WILL DO
Social Web
We will use Social Media, driven by
Media 2.0
Web 2.0 Technology, to push
contacts to your website so that you
can turn them into customers
through your Drip Marketing.
Drip
CRM
Website
Marketing
Wednesday, March 25, 2009

81. Thank you for your time!
Follow Me @:
LinkedIn :http://www.linkedin.com/in/michaelcoffey
Facebook: Michael Coffey
Twitter: http://twitter.com/coffeyhouse
Wednesday, March 25, 2009