Slay Your
Your
Competitors
on Social Media
Presenter:
Diana Esparza
Date:
April 16, 2014
Location:
Ottawa, Canada

1. Introduction
2. Online Marketing Basics
3. Websites, Blogs, and SEO
4. SMM: What You Need to Know Before You Start
5. Facebook
6. Twitter
7. LinkedIn
8. YouTube
9. Contact
“Social media spark a revelation that
we, the people, have a voice, and
through the democratization of content
and ideas we can once again unite
around common passions, inspire
movements, and ignite change.”
Brian Solis,
Engage: The Complete Guide for Brands and Businesses to
Build, Cultivate,
and Measure Success in the New Web
Contents
☀
Diana Esparza

about
Diana Esparza
Visit my blog at: www.dianaesparza.me
• International Trade, Marketing and e-Business Professional
• Over 10 years of experience in sustainability and technology
• Put in place best-practice sales and marketing systems, governance structures,
and decision-making processes.
• Goal to assist organizations in the development of eco-innovative business
strategies,
methodologies, and expertise to assertively penetrate into new markets.
• Diana believes in using the power of technology to help
organizations to implement solutions that enable them to
increase productivity, reduce cost, and become more
profitable in a sustainable way!!
• "Increase Reach, Velocity and Profitability"
SEE RESUME
HERE

Convert Online Marketing
Attract
THE ART AND SCIENCE OF
LEVERAGING THE INTERNET TO GET
YOUR MESSAGE ACROSS SO THAT YOU
CAN MOVE PEOPLE TO TAKE ACTION.
 ATTRACT
 CONVERT
 TRANSFORM
0
3
0
2
0
1
Transform
Basics
It’s about using the right tools, with
the right triggers, within a proper
marketing framework
THE ACT METHODOLOGY

attract The Act Methodology:
Main goal: Drive traffic to your site
BOD
Brand Outcome Differentiator

• If your brand could be summed up
in ONE WORD, what would it be?
• What’s the outcome YOU help
clients achieve?
• What makes you INHERENTLY
different from your competitors?
BOD?

convert The Act Methodology:
Consumption of Valuable Content + Time
CLIENT
Best Conversion Tool: YOUR WEBSITE

transform The Act Methodology:
People, specially strangers crave social proof MIMICRY
Transform past successes into NEW ATTENTION

Tools that Transform
2
3
4
Social media platforms are a great way to
showcase past and present success stories.
By letting the customers speak for
themselves, you can leverage social proof to
attract more prospects!
1
White Papers
Products
Videos, Audio, Pictures
Clients, Products, Employees
Case Studies
Solution
Testimonials
Clients
Social Media is Built on Social Proof

Online
Tactics
Method Attract? Convert?
Consumer or
Customer
Transform?
Social Media Marketing Yes Yes: consumer ,
Not customer
Yes
Website/blog/Podcast Yes Yes: consumer,
and customer
Yes
Email Marketing No Yes: consumer,
and customer
Yes
Giveaway on site to build
email list
Yes Yes: consumer No
Search Engine
Optimization (SEO)
Yes Yes: consumer,
and customer
No
Video Yes Yes: consumer,
and customer
Yes

Your
CULTURE
is Your
BRAND
– Tony Hsieh

Websites Blogs, SEO
Social media, blogging, search engine optimization, and email marketing are
powerful ways of developing online leads for most business. HOWEVER, it’s your
Company’s website where your prospects makes a buying decision and the sale
actually takes place!
Is Your Website EMS?
Educate | Market | Sell
A Website has impeccable DESIGN,
STRUCTURE, CONTENT, OPTIMIZATION,
MAINTENANCE
WEBSITE
• It’s expected
• It’s efficient
• It converts
Do you NEED a blog?
You don’t need a blog, but you do need fresh
content on an ongoing basis.
Blogsites, Content Management Systems
(Joomla – Wordpress)
BLOG
• Content is King
• Heart of every good website
• Educate, Expertise, credibility
SEO
• Biggest challenge to website owners
• Google displays sites it believes are authoritative and relevant. They measure relevance
by analysing page content, the words you and I read, and they measure authority (mostly)
based on the number and quality of other pages linking to the pages they show, links are
like votes.

Social
Media
Marketing
Checklist
A good BOD
90%
A Website
100%
Content
80%
Visibility + Credibility =
Email Capture System
95%
Social Media Success!
Blog
80%

Perfect Post HOW TO CREATE THE
“If you’re going to slay your
competitors on social media, you need
to figure out what kind of content
works best for each
social network so no efforts are
wasted..”

TECNOLOGIES I USED Social Media Marketing
LinkedIn Twitter Facebook YouTube
THE PLACE WHERE PROFESSIONALS
GO
• B2B Platform
• 147M members users from 170 industries
• Showcase expertise
• Ultimate online Rolodex
• Interactive online resume
ALL ABOUT BUSINESS
HAPPY HOUR
• B2C Platform
• 650M active users
• Showcase own identity
• Attract consumers and build
relationships over time
• Never push products or services
ALL ABOUT FRIENDSHIPS
THE PLACE FOR CREATORS &
COMMUNICATORS
• B2B & B2C Platforms
• 225M users
• Showcase expertise and identity
• Attract attention and create expert
platform instantaneously
• Have and use your own personal name
ALL ABOUT THE DIALOGUE
INTERACTIVE WEB ECO-SYSTEM
• B2C and B2B Platforms
• Over 800M visitors per month
• Over 4 billion videos are viewed a
day
• Showcase own identity/expertise
• Attract consumers and push products
and services
• Edutainment
ALL ABOUT YOU

LinkedIn Quick Wins
• Make sure your profile is
written so that people can
find you.
• Check out your home page
for updates from your
connections, and comment
on, share and like them.
• Get stuck into a Group.
• Answer a question.
• Endorse or recommend a
connection.
“All About
Business.”

Twitter Quick Wins
• Write tweets between 120 and 130 characters for the most
click-throughs.
• Place links 25% of the way through your tweet for the best
click-through rate.
• Tweets with the words “via,” “@,” “RT ,” “please,” and
“check” have higher click-through rates than those without.
• Write tweets with more action verbs, and fewer nouns to get
more clicks
• Tweet on Friday, Saturday, and Sunday for the best click-through
rate, and later in the day instead of the morning.
“All About the Dialogue.”

Facebook Quick Wins
• Post tons of photos -- they get the most likes and shares.
• Photos also get a lot of comments, but text updates get
slightly more.
• Posts that are either very short, or very long have a higher
percentage of likes.
• Long posts also tend to have more shares -- the sweet spot
is between 400 and 500 characters.
• Show some personality! Posts with self-referential words,
like “I” and “me” tend to get more likes.
• Posts published on Saturdays and Sundays receive a higher
percentage of likes than those posted during the business
week -- and Thursday is the lowest day for generating likes!
• Content posted later in the day get more likes and shares --
likes peak around 8PM EST, while shares peak around 6PM
EST.
“Happy Hour.”

Pinterest Quick Wins
• Descriptions about 200
characters long are repinned the
most.
• Find content spins around words
like “quotes,” “products,” “DIY,”
“inspiration,” “books,” and
“ideas.” These words are the
most frequently pinned on
Pinterest.
• Content that is liked gets
repinned more often than content
with lots of comments -- so
replicate your content that gets
liked!
• Make your images tall! Taller
images get more repins.
“All About
the Visuals.”

Recap

Case “
““BMI delivers facility
I worked with the management team
to hone the “One Step to Go Green
Mission,” embodying the company’s
well-established and ongoing goal
of providing sustainable services.
With this message of corporate
social responsibility as the blueprint,
I built a comprehensive Marketing
Strategy that included a new
website design, social media
strategy, brochure, informative
articles, tip sheets, brochures,
emails, blog posts and more.
For more information, please visit
www.bmi-ind.com
Study
BMI
services with an
innovative and
customer-centric
approach. Introducing
new ways of integrating
people,
processes and
technology, BMI delivers
full complement of
facility solutions for
forward-thinking
organizations ”.
Louis Lemieux, CEO

Call To
Action
1. Formalize your brand strategy.
2. Put together a comprehensive
marketing plan.
3. Take a critical look at your
current website.
4. Set benchmarks
Google Analytics; Alexa
“How did you hear about us?”
SEO Ranking
5. Make a decision on time
investment.
6. RELAX!
7. Set up your accounts.
8. Take some time learning the
tools and the lingo.
9. SHARE
10. CARE
Don’t Be AFRAID and Experiment with Your Marketing
– Mike Volpe

Sources
www.hubspot.com
The Zen of Social Media
Marketing by Shama Kabani
www.marketngzen.com
3 Ways to Use Social Media to
Spy on Your Competition
http://raleighinboundmarketing.co/
2014/02/3-ways-to-use-social-media-
to-spy-on-your-competition/
Don’t Be AFRAID and Experiment with Your Marketing
– Mike Volpe

contact Keep in touch
http://
www.
dianaesparza
.me Social Media
Mailing Address
Ottawa, Ontario, Canada
Contact Info
Phone: +1.613.255.6021
Email: dianaesparza@hotmail.ca
Web: www.dianaesparza.me
Facebook.com//ecomemarketing
Twitter.com/dianaesparzab
Plus.google.com/dianaesparza
Linked.in/dianaesparza

How To Crash
Your
Competitors
In 30 DAYS
Presenter:
Date:
Location:
Diana Esparza
April 16, 2014
Ottawa, Canada