How to build a global network using a good content marketing strategy, an influencer engagement programme and social media.

1. Building a Global
Network Using Social
Media
Ian Cleary
Dublin Chamber of Commerce
6th February 2013

2. Building a Global Network
 A strategic approach to Content
 Building relationships online
 Leveraging Social Media

3. Important Trends

4. Google Panda and Penguin
4

5. Effect of Google’s changes..
Traffic took a
drastic dip
5

6. Google Plus
6

7. Personalisation of Search
Results

8. Personalisation of Search
Results

9. Google Authorship

10. Facebook Social Search
10

11. Up and coming platforms
11

12. Mobile
We’re getting 17% of all traffic from
mobile, what about you?

13. Summary
 Content is distributed
 Search is becoming personalised
 Ranking of individuals will be a factor in 2013
 Mobile is very important

14. Discuss..
 How is social media effecting your business?
 What’s the effect of personalisation for your
business?

15. Building a Global Network
Mrs Brown built a global network through content that
was based on comedy.
15

16. Building a network
People Content
Find people to Something to
network with talk about
Social
Technology to share it
with

17. What’s different about
you?

18. Content Marketing
18

19. What is Content
Marketing?
 Create content that is educational and related
to what you sell
 Your customers begin to know like and trust
you which leads to sales

20. Content Strategy
• Develop Personas
• Develop Content for each stage of the buying
cycle
• Decide on the format of the content
• How to distribute the content
• How to repurpose the content

21. Examples..

22. Hilton Suggests

23. Tablespoon

24. Tablespoon

25. Amazon Price Check App

26. Closer to Home..

27. The Experts..
Great Content + Other People – Marketing Message

28. Recent Subscribers..
Karen
Social Media Manager for
Fortune 500 company
Pamela
Director of Marketing
Experian
Karin
Digital Strategist

29. Content Marketing Tips..
1
• Download free eBook on www.thesaleslion.com
2
• Follow www.contentmarketinginstitute.com
3
• Buy “Managing Content Marketing” (Joe Pulizzi and Robert Rose)
4
• Become a Youtility! – Provide useful content
5
• Read content on www.copyblogger.com
6
• Create a content marketing strategy
7
• Buy “Launch” by Mike Stelzner

30. The Influencers…

31. Weapons of Influence
Reciprocity Social Proof
Authority You are persuaded
People listen to by other people
people of authority you like

32. Influencer power…
 Ability to spread content
 Ability to influence purchase decisions
 Have strong influencer networks

33. Influencers have a Platform
Platform
Contacts, Customers, Prospects, Followers and Fans
Benefits
Connection – can
Credibility – be heard
Visibility engage in
about the noise
conversation

34. Building a Relationship
with an Influencer

35. How did I know?
 Keynote speaker at key events
 2 Books on his subject – both best sellers
 Quoted a lot in press, TV, etc.
 Highly engaged website
 Large following on Twitter/Facebook/LinkedIn
 High Klout/Peer Index Score

36. How did I know?

37. Building a Relationship
 Retweet his content
 Respond to his queries
 Comment on his blog
 Socialise with him at events
 Help him in any way I could
 We became friends

38. Becoming an Influencer
 Networking with influencers
 Creating Content
 Your site
 Other sites (accelerate influence)
 Become a speaker
 Become an author

39. Tools to Nurture
Relationships

40. Nimble
Social Relationship Management

41. HootSuite
Social Media Management

42. Buffer App
Scheduling

43. Engag.io
Track Conversations

44. My Daily 5’s….
Comment on 5 Blog Posts
Share 5 pieces of other people’s
content
Start conversation with 5 people

45. Question…
 How can you identify your influencers online?
 How can you build relationships with them?
 How can you become influential

46. Influence Tips..
1 • Identify Your Influencers
2 • Build relationship with the influencers
3 • Become an influencer
4 • Speak at events
5 • Guest post
6 • Buy “Return On Influence” by Mark Schaefer
7 • Buy Michael Hyatt’s – “Platform”

47. Social…

48. Blogging

49. Blogging Tips
 Engaging Title
 Lots of images
 Short Sentences and Paragraphs
 Finish with a question
 Link to other posts
 Make social sharing available
 Focus on email subscribers
 Write consistently

50. Email Subscribers..

51. Welcome Email
This is not an automated e-mail, it's a
personal one from me to you! (it's
12:12 am and I'm sitting in the office in
Dublin munching on a chicken
sandwich!)

52. Big Blogging Tip
Hi Ian,
LOVE the personal touch! Is that plain chicken
or have you got some mayo in there too? ;)
Thanks so much for the warm welcome, I feel
like part of the family already! Now, let me
answer your questions!

53. Big Blogging Tip
Thanks for the email - from your sofa in
Ireland at 10.30pm!
I am replying from my Kitchen Table in
Manchester at 2.52pm whilst
encouraging my three year old to
complete his jigsaw!

54. Big Blogging Tip
You serious? You send one of these to
each and every one of your subscribers?
Truly? If so, I'm impressed! :)

55. Big Blogging Tip
Ur messg must've awoken me. (2:20
am). Looking forward to replying l8r this
am...
Sent from my Verizon Wireless 4G LTE
DROID

56. Email Subscription…

57. E-mail Subscription…

58. Footer

59. Social Proof and Youtility

60. Blogging Tips
1
• Keyword Research – Google keyword tool
2
• Download headline guide on www.boostblogtraffic.com
3
• 80% promotion 20% writing!
4
• Read Social Triggers
5
• Read Copyblogger

61. Building a Global Network
 Develop a Strategy for Content
 Identify your influencers and grow your online
network
 Embrace Social – It’s not going away

62. LinkedIn: www.linkedin.com/in/iancleary
Blog: www.razorsocial.com/blog
Twitter: @iancleary
Skype: icleary
THAT’S ALL FOLKS....