1. Social Media Marketing
Using Online Tools for Promotions
By Cris Canning CMP

2. Welcome
CTSM/CEU online quiz procedures are on the reverse side of your
handout cover.
Turn in your speaker evaluation (the last page of your handout) after
each session as you leave the room.
Cell phones and laptops should be turned off prior to the start of
each session.

3. Keep an open mind
p p
In times of change
change,
learners inherit the earth
while the learned find themselves
wonderfully prepared for a
world th t no l
ld that longer exists.
i t
Eric Hoffer
(c) 2009 Cris Canning CMP
Hospitality Ink

4. What’s new about 2.0?
1.0
1 0 – one-way and i t
d interruptive,
ti
controlled by the corporation
2.0 interactive,
2 0 – interactive stimulates dialogue
dialogue,
controlled by the customer
(c) 2009 Cris Canning CMP
Hospitality Ink

5. ***
Types of Marketing
Outbound Marketing Inbound Marketing
Telemarketing
T l k ti SEO / SEM
Trade Shows Blogging
Direct M k ti
Di t Marketing Social M di
S i l Media
Email Blasts RSS
Print Ad
P i t Ads Free tools / Trials
F t l Ti l
TV/Radio Ads Public Relations
(c) 2009 Cris Canning CMP
Hospitality Ink

6. Why Should You Use It?
y
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7. What is Social Media ?
Any communications format where the
users publish the content
content.
Social media marketing
is
inbound marketing.
(c) 2009 Cris Canning CMP
Hospitality Ink

8. Social Media Marketing
g
It helps increase your search
engine optimization (SEO)
i ti i ti
It helps promote your blog
It is permission centric
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9. (c) 2009 Cris Canning CMP
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10. (c) 2009 Cris Canning CMP
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11. Event Blog & Magazine Blogs
g g g
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12. Blogs by Email
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13. Blog Directory - Technorati
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14. (c) 2009 Cris Canning CMP
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15. Microblogging
gg g
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16. How Twitter Can Help Your
Career or Business
Find new resources & ideas
Connect with a community of peers & experts
Get instant info for site selection, vendors, etc.
from peers
Find out what others are saying about your
company, venues, i issues, etc.
t
Add social media to skill set you offer clients
Market your experience to the industry
Connect with journalists
(c) 2009 Cris Canning CMP
Hospitality Ink

17. E-Zine - HTML
A good service provider is Constant Contact.
(c) 2009 Cris Canning CMP
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18. E-Zine - Text
If you are concerned about Blackberries, firewalls or international
recipients, go straight t t Text Pad is a program t keep them properly
i i t t i ht text. T t P d i to k th l
formatted.
(c) 2009 Cris Canning CMP
Hospitality Ink

19. Social Networking
g
“I’m 48 and I don’t understand this
Im don t
Social Networking stuff.”
Similar to a business
cocktail reception
Without the
With t th constraints
t i t
of time and space
(c) 2009 Cris Canning CMP
Hospitality Ink

20. Social Networking - Linkedin
g
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21. Social Networking - Linkedin
g
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22. Social Networking - Facebook
Why Should You Care about Facebook?
Over 120 million active users
Adding 250,000 new users daily since January
’07
4th most trafficked site
Most trafficked social media site
Top social search engine
More than 55,000 networks
More than half are outside college & fastest
growing d
i demographic i 25 years or older
hi is ld
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23. (c) 2009 Cris Canning CMP
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24. Create a Business Page
g
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25. Facebook
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26. (c) 2009 Cris Canning CMP
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27. Photo sharing - flickr
Photo h ti
Ph t hosting sites make it easier f you t include photos.
it k i for to i l d h t
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28. (c) 2009 Cris Canning CMP
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29. Video Sharing - YouTube
g
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31. Case Study: Will It Blend
y
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32. Other Web 2.0 ideas
O 20
(for inbound marketing)
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34. Free Forums
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35. Online Communities - Listserv
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36. Participate in Q&A
p
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37. Online Communities - Ning
g
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39. Event Sites
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40. Facebook Event Page
g
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41. Public Relations 2.0
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42. Send releases directly to your
target market.
News Aggregators & Social
Bookmarking
Article Marketing
A ti l M k ti
Distribution PR Web, PR Zoom
Online Press Room
Thought Leadership/Expertise
(c) 2009 Cris Canning CMP
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43. News Aggregators - Digg
It’s not always about making the front page of these sites but rather creating
multiple links to your blog and website.
(c) 2009 Cris Canning CMP
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44. Social Bookmarking – del.icio.us
g
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45. Article Marketing
g
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46. Resource Box
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47. (c) 2009 Cris Canning CMP
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48. Online Press Room
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49. Thought Leadership/Expertise
Showcase the expertise of your organization and/or upcoming
speakers with one or more “lenses.” SquidooSecrets.com
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Research tool. Hospitality Ink

50. Webinar
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51. Teleclass
This can be a revenue source or “pink spoon.”
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52. (c) 2009 Cris Canning CMP
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53. Podcasts
Use audio “radio broadcasts” that can establish your expertise and be
downloaded free by your prospects.
(c) 2009 Cris Canning CMP
Hospitality Ink

54. Pass it Along
g
Provide readers with information to pass along.
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55. Market Research
Stay abreast of what’s being said about you, your organization, your products
and those of your competitors.
(c) 2009 Cris Canning CMP
Hospitality Ink

56. Use Keywords & Phrases
y
Use the words that they use
What words will they use to find you?
Address their needs in all communications
How and where will th search?
H d h ill they h?
What media?
(c) 2009 Cris Canning CMP
Hospitality Ink

57. Keyword Search
y
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58. Personas
A picture
Attributes/demographics
Personality
Profile/bio
Needs as a customer
Potential questions/concerns
Motivations
Stage in buying cycle
Trigger words
(c) 2009 Cris Canning CMP
Hospitality Ink

59. Sample Buyer Personas
p y
South by Analog Mainstream Freddy
Southwest Artie Mike Freeloader
Suzy
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60. Get people involved
p p
The answer lies in engagement.
When people interact with each other
and you in a social environment they
y y
are already engaged with you – a
relationship is formed.
p
It may only be a small percentage
(varies by industry and demographics)
but they are the “influencers.”
(c) 2009 Cris Canning CMP
Hospitality Ink

61. (c) 2009 Cris Canning CMP
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62. For more information
(c) 2009 Cris Canning CMP
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63. Thank you
y
And I’ll see you online!
y
(c) 2009 Cris Canning CMP
Hospitality Ink