2. Our Integrated Media Team
Ira Kaufman Greig Wells
Marketing Strategist Social Media Coach
President, Optimized Strategies LinkedIn Top 50
Patsy Stewart Brian Duvall
Director of Social Media Web Video Production
Optimized Strategies & Syndication
3. Let us Invite you
on a Journey
That can change
the way you do
business…
If you are not
current, you are
vulnerable!
4. Our Goals
• Go beyond the hype, access the Power of Social
Media
• Gain insights to leverage your connections to
build your business
• Outline a personal branding strategy
• Demonstrate the “How To’s” of Big Three Tools
• Provide you with resources, exercises to develop
and implement an Integrated Marketing 2.0
Strategy
5. What is Social Media?
Social media is
a means to generate conversations
Stop thinking campaigns
Start thinking conversations
Translate conversations into Results
6. Who’s Using Social Media
72% of Internet Users have used Social Media
Demographics are 27 – 56 year olds
88% Have been using Social Media < 90 days
*Source is Social Media Industry Report 2009 by Michael Stelzner
• Facebook 300 million users
• Twitter 52 million users
• LinkedIn 48 million users
7. Integrated Marketing Strategy
Leverages social media with traditional, online
and business development
Analyzes your product/service; determines the
relative power of each medium; and then
integrates them to optimize your results
Generates marketing capital
Creates sustainable competitive advantage
“Exponetializes” the reach of your current
marketing
8. Social Media Synergy
Generates Marketing Capital
traditional online
advertising marketing
business social
development media
BUZZ
9. Marketing Capital Generated
The results are greater than the sum of
each of the media inputs, including:
Impact the market, gain Top of Mind awareness
Use to address sensitive /negative issues
Efficient use of marketing dollars
Strengthen Company, Employer and Personal Brand
Expand exposure by driving your message across
media
Access the viral power of user distribution
10. Do You Need an
Integrated Marketing Strategy?
Does your target market use the internet to
search for a business, access information, or
evaluate products?
Do you want to:
Becompetitive in the future?
Be a thought leader in your industry?
“Expontentialize” the reach of your current
marketing efforts
12. 1. Assess
Digital Footprint
Google yourself/company – print pages 1-2
If you’re digitally active, identify baseline of
connections, followers, fans, and web site visitors
Competitive Analysis
Search your keywords
Identify your competitors
Google your competitors
13. 2. Identify Expectations
What results do you want to realize?
Increase your exposure, site traffic
Build your business or personal brand
Build brand awareness
Improve customer service
Increase customers
Increase revenue
14. 3. Frame Strategy
Determine:
“Pain” your product addresses or
benefits it provides
Target market(s)
Resources ($, personnel) you will invest
in Marketing2.0
Timetable
15. 4. Build Brand
Your personal or business “personality”
Distinctive value your products and
services offer
What you leave behind
Interactions and offline
16. Your Business Brand
Qualitiesand characteristics that
distinguish your business from
others
Mentaland emotional
impressions that other people
have of your business
17. Your Personal Brand
Your CONTENT, evolving Online Digital
Footprint
personal/social networks
online conversations
media voice (publications, multimedia, workshops)
accomplishments and want to be recognized for
recommendations
It remains with you forever
18. Building Your Personal Brand
Define U
Express U
Develop U
Publish U
Distribute U
19. Define U
Clarify your identity
Reveal your real power
Define your “global calling card”
Scope out your path
Share your values; vision
Express your loyalty
20. Express U
Develop your style
Demonstrate your work
Share your passion
Develop an elevator speech
21. Develop U
Refine your communications skills
Develop U with culture and tradition
Select social relationships carefully
Give something back…time, talent, $
Strive to become a Thought Leader
22. Publish U
Create a consistent digital profile
Define your online persona
Create your online destination
23. Distribute U
Listen, Participate, Comment
Build your network consistently
Monitor your online
reputation
24. Your Personal Brand is
your Greatest Asset
Strategy clarifies your direction and the
power to achieve your goals
Publishing positions you for new
opportunities
Conversations update and project your
brand
Monitoring protects your asset
25. 5. Implement Marketing 2.0 Mix
Select your tools
Traditional
TV, radio, print, billboards
Online
Email/newsletter
Press release
Social
LinkedIn
Blogs
Facebook
Twitter
Determine a timetable for media actions with
trackable budurls
Integrate marketing tools with social media
Drive traffic to your online call to action
(website/blog, landing page)
26. 6. Track-Evaluate
In 60-90 days:
Track
Website visits through Google Analytics
Search engine positions for keywords
Reach of Tweets and publications through budurls
Business growth, clients, and revenue
Evaluate Digital Footprint
Google yourself again
Google your competitors
Get updates on your connections
Monitor Personal Brand/Thought Leadership
Invitations, blog comments, Facebook activity
Social media ranking sites
(omnee.thebubblejungle.com; twitterank.com)
27. 7. Tweak-Adjust
Rank media tools that produced the best
results
Compare your objectives and results
Make content adjustments based on
feedback from targeted groups
Tweak search engine optimization,
publishing strategy, social network tools
28. Tools are Useless
without a Blueprint
Half of all new media campaigns fail
Find your sweet spot
Map out your digital landscape
Don’t hesitate …strategize!
29. How Do You Get Results?
5 Step Success Framework
1. Integrated Social Media Marketing Strategy
2. Profile Optimization
3. Commitment to Growing your Network
4. Nurture Relationships
5. Consistency
38. Creating a Highly Targeted
Sales Funnel
1. Join Groups Your Customers Are In
2. Create Your Own Group to Pre-Qualify
3. Invite Targeted Prospects to Your Group
39. In My Group
Seed Buying Criteria
Position Yourself as the Expert
Create Customer Buzz
Control competition
40. Weekly To-Do List
Accept Invites, send follow up note
Update Status Bar
LinkedIn Answers
Group Discussion (ReUse Content)
Send Targeted Group Invites
43. Should I Be Marketing on
Facebook?
Yes
Facebook is the #1 social destination
More than 300 million active users and more than
m
300,000 businesses
4th most trafficked website
The fastest growing demographic is those 35 years old
and older
More than 10 million users become fans of Pages each
day
44. Why are they frequenting
Business Pages?
Getting news or product updates (67%)
Having access to promotions (64%)
Viewing or downloading videos/music (41%)
Submitting opinions (36%)
Connecting with other consumers (33%)
If your business has prospects on Facebook and
they would find any of the above interesting, you
should build a business fan page.
SOURCE: Pace University study, 12/08
46. Fan Page Group Profile
Multiple profiles per yes Yes up to 200 No
user allowed groups
Search engine Yes, visible to Yes, visible to No
visibility search & non FB search and non
members FB members
Membership size unlimited unlimited 5000 friends
Messaging Can message all Can message Can’t
fans no more than message all
5000 members friends at
once
Announcements go to Updates list (most To your inbox n/a
access from profile)
Applications Can add limited apps Very limited Can add
preset apps nearly all apps
available
metrics Can measure page n/a n/a
activity through
insights
47. Keys to Using Facebook
Make business personal
Update your Facebook Page frequently
Harness the power of News Feed
Choose the applications that are best
for your business
Promote your Page through Facebook
Ads
48. What Can You Put on
Your Fan Page?
Event notices (tradeshows, conferences,
specials)
Custom modules/applications
Newsletter or Opt-in box
RSS feed from your blog
Videos, Photos
Links to articles, blogs and websites
Notes (equivalent of mini blog posts)
Career Opportunities
Contests and Polls
49. Advertising on Facebook
Reach your target market (location,
gender, age, keywords)
Inexpensive advertising -choose pay
per click (CPC) or impression (CPM)
Advertise your website or a Facebook
Page or Event
Track your progress with real-time
reporting using Insights.
50. Why Twitter?
Twitter has 40 million users who spent 300
million minutes on the site in April 2009,
3712 % more time than in April 2008
Twitter users spend 66% more dollars on
the Internet than non-twitter users
Largest age group on Twitter is 35-49
51. Look and Listen
Monitor twitter for a few days
Add your first few tweets
Don’t sell
Engage in conversations
Use http://search.twitter.com
Download twitter desk client (Seesmic,
Tweetdeck, Twirl)
52. Who is using Twitter?
To update customers of company deals
Dell
Starbucks
To offer customer support
JetBlue
ComCast
To get closer to customers
SouthwestAirlines
Whole Foods Market
54. What is a Hashtag?
A hashtag ( # ) is a way to unite global
Tweets around some particular topic.
Basically, these are tags that that help
those who seek similar content discover
your Tweets.
#hashtags.org a list of popular hashtags
Tweetchat create chat rooms for hashtags
and see related tweets
55. Twitter Applications
Twitpic - For uploading photos
Tweetlater - Scheduling tweets
Tweetburner - to track links you tweet
Twellow – twitter yellow pages
Tweetbeep – alerts sent to your email
http://optimizedstrategies.com/howto/twitter.pdf
56. Contact Info
Ira Kaufman ira@optimizedstrategies.com
http://www.linkedin.com/in/optimizedstrategies
http://facebook.com/irakaufman
Twitter @ira9201
Greig Wells greig_wells@yahoo.com
http://www.linkedin.com/in/greigwells
http://facebook.com/greigwells
Twitter @GreigWells
Patsy Stewart patsy@optimizedstrategies.com
http://www.linkedin.com/in/patsystewart
htttp://facebook.com/patsystewart
Twitter @stewartb2b
Brian Duvall Brian@DuvallMedia.com
http://www.linkedin.com/in/BrianDuvall
htttp://facebook.com/BrianDuvall
Twitter @BrianDuvall