This presentation was given at the Social Media Rockstars Event on 9/19/2013. http://www.socialmediarockstarevent.com

1. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Harnessing The Power of
Social Media
Presented by: Adam Dince
Head of Organic Search & Social Media Optimization
Deluxe Corp.
9/19/2013

2. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
 Current:
– Head of Organic Search (SEO) & Social Media
Optimization, Deluxe Corporation
– Director of Communications, PR & Social Media,
MnSearch
 Prior: VP, Director of Search and Content
Strategy @ MRM – NYC
 13+ years of experience in digital marketing /
advertising
 Assisted writing the SEO section of Digital
Impact, the Two Secrets to Online Marketing
Success
@adamdince
www.adamdince.com
Blah, blah, blah

3. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
 Publicly traded company
 3-4 million small business
customers
 5,000 banks and financial
institution partners
 14 million lifetime
customers and 7-8 million
active customers in our
direct-to-consumer
segment
 Check us out!
ww.deluxe.com
Meet Deluxe

4. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Today, I’m going to share some tips
on how to harness the power of
social media

5. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
A few ground rules
 Today, we’ll be discussing ways of identifying
the right people to connect with on social
networks
 People who will be able to help you grow your
business, not just friends and followers who
make your numbers look good
 Feel free to be dazzled and amazed
 Disclaimer: We won’t be discussing the
following:
– How frequently to communicate
– What to say in your messages
– What to do in the case of a negative noise
 Let’s make this a discussion

6. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
LET’S GET DOWN TO
BUSINESS

7. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
The basics – we’ve got to be present!

8. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
If we build it, will they really just come?
Source: themarketingbit.com

9. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Maybe, but some of us don’t have all day. We have
money to make and empires to build!
Source: goodreads.com

10. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
We’ve got to get past the noise
Source: http://www.inetsolution.com/
Source: http://www.theantisocialmedia.com

11. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
People are tired of being interrupted by advertisements
THE FOLD
Ad
Ad
Ad
Ad
Ad

12. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
And we want to be left alone to communicate with our
friends
Source: http://www.inetsolution.com/

13. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Yet social ad spend is on the rise!

14. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Even when consumer behavior doesn’t justify it

15. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
WITH A DATA DRIVEN
PERSONAL APPROACH TO
OUR SOCIAL MARKETING
HOW DO WE HARNESS THE POWER OF SOCIAL MEDIA?

16. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Meet Adam’s Gym
 Adam’s Gym is a new gym in the Twin Cities area
 The gym has decided to use social media as a tool
to build relationships and grow business
 The three immediate goals of the social strategy are
to:
– Grow Twitter, Facebook & Google Plus networks with the
right audience
– Build effective local social relationships online and offline
– Increase brand awareness in the local area

17. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
START WITH TWITTER
Source: www.geeksucks.com

18. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
We all know about Twitter Advanced Search, right?

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Meet FollowerWonk.com

20. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Enter a term and click “Do It”

21. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Export to Excel
Export

22. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Pretty, pretty data!

23. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Organize the data
0
2
4
6
8
10
12
14
16
18
20
0
200
400
600
800
1,000
1,200
1,400
1,600
SocialAuthority
#ofTwitterFollowers
Top local Twitter accounts for "Personal Trainer"
Followers Social Authority

24. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Analyze leaders’ to make sure they have the right
followers

25. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
More pretty, pretty data
Jackpot!
Jackpot!
Not too
shabby

26. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Now it’s time to make your connections
Source: www.favoritefamilyvacations.com

27. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
ON TO FACEBOOK
Source: sexysocialmedia.com

28. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Let’s identify candidates
Source: www.jasonjordans.com

29. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
This one’s a go!

30. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Connect with active members on brand pages

31. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Use Facebook Graph Search to dig deeper

32. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Oh my goodness, look at all of this data!

33. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
LET’S NOT FORGET ABOUT
GOOGLE PLUS

34. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Lots of great interactive conversations going on
In the past 3 weeks, I‘ve had
200+ interactions with my
friends on Google +. How many
have you had on Facebook?

35. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Don’t listen to the haters, Google Plus is the real deal!
Eh, Google
Plus is
worthless,
why bother?
Let me test
this thing out
and see what
it can do.
Over 3X new
followers in
less than two
week

36. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
First, let’s look at People – great for broad reach

37. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Check out Communities

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Get connected and network

39. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Google Plus Search

40. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Oh my goodness!

41. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
How is this much data possible?!

42. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
A QUICK LITTLE GMAIL TRICK

43. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Connect on social networks with G-mail contacts
https://chrome.google.com/webstore/detail/rapportive/hihakjfhbmlmjdnnhegiciffjplmdhin

44. © 2013 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
THANK YOU
Q & A
Source: www.dalje.com