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Social Media and Uncommon Marketing

David Newman


David Newmans


“Who is this guy?”


Social Media

MARKETING


• I love social media• I hate social media• What is social media?

“I don’t care about social media. I care aboutmore leads, better prospects, more members, value-first marketing, building a community, becoming a trusted resource & helping others”

Quick Poll: WHO are YOU?


Outbound Marketing


Outbound Marketing800-555-1234AnnoyingSalesperson


Bad News…

VOLUNTARY ATTENTION


More Bad News…


Answers, Advice, SolutionsContent SEO Social Media


Inbound Marketing

Convert

Get FoundInbound marketing pulls people to YOU


GOOD News: Budget vs. Brains


Inbound Gives Leverage

13


Plain English

• Social Networking = Relationships (Hello!)– Facebook, Twitter, LinkedIn

• Social Media = Resources (Here!)– Blogs, audio, video, slides, photos,

music

• Social Bookmarking = Reciprocity (Hey!)– Delicious, Digg, StumbleUpon


Social Media – So What?

• You can bypass gatekeepers (ad agencies,

PR people, media outlets) and publish your own content: value-rich web sites, blogs, YouTube videos, photos, resources...

• So you reach consumers directly…• More involvement & More engagement…• More & better prospects = More members


NEW MODEL: Where U at?


Social Media is for B2B and B2C

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr


4 Steps• Publish (Get Found)

• Promote (Amplify)

• Optimize (Magnetize)

• Capture (Convert)


1. Publish


Blogging and B2C and B2B Leads

Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn


What to Publish?• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases


Where to Publish?


Write Share meaty content

Repurpose

Articles into…

Blogs into…

PPT/PDF into…

Podcasts into…

Videos into...

? ? ? ? ? ? ?


Blog


Blog Topic Ideas

• List of 5 ideas, trends or thoughts• Publish a list of links• Take a recent experience and share it• Answer questions you received

recently• Workouts, recipes, kids activities, tips• Turn a press release into a blog article• Check your email outbox


Blogging for Your YMCA

• Share relevant information• Write consistently – at least

once or twice a week• Post links, articles, photos

and videos• Make it personal and fun

but… Think before you post!


PUBLISH CONTENT: Where u at?


2. Promote (Amplify)


It’s Not Your Daughter’s Social Media


Social Media = Networking

• Become a real member of the community

• Add value to the community– Ask and answer questions– Be concise– Be responsive

• More effective than live cocktail parties– Encourage involvement & engagement– Other people can listen in easily


Twitter for Your YMCA

• www.Twaitter.com or www.SocialOomph.com

• WHAT to automate– Resources, articles, retweets, quotes, news

• What NOT to– Relationships, reciprocity, authenticity

• 5-7 day cycles• Wed-Fri 5am, 9am, 1pm, 3pm, 6pm,

11pm ET


Twitter Tips

• Use the # sign with your city’s name, or other subject to attract more local or targeted followers. Example: #Philadelphia or #swimming

• Use Twitter to provide information that helps your followers - not just sell them on what you do. Link to articles, blogs, videos, etc.


Facebook 3 peaks: Early morning (7 a.m.)

After work (5 p.m.) Late at night (11 p.m.)


Facebook for Your YMCA

• Personal Profiles for Staff

• Groups for Each Class• Y Business (Fan) Page• Participate in Industry

Groups and Events• Link your Y’s Blog


Facebook: Make it friend-ly!

• Start a Facebook business page• Add value – not just Y, Y, Y!• Connect with people in your target

market• Get and stay active• Share valuable tips and ideas• Play with Facebook ads – very

enlightening!


YouTube and Your YMCA

Demos, techniques and short clips from your instructors

Offer virtual tours (pool, gym, machine room, fields, etc)

Assemble a collection of videos to share with your members, families, community

Promote events and classes via website and social media


PROMOTE/Amplify: Where U at?


Why WON’T this happen?

• Overwhelm• Too much “other” work• Not sure where to start• Lack of plan• Lack of calendar

• Breathe – small steps• This IS the work• EEE• Verb-noun-date plan• Create SMM calendar


3. Optimize (Magnetize)


Good news & bad news…

• Philadelphia fitness center - 0• Hershey PA gyms - 0• Harrisburg health club - 0• Wilmington exercise class – #7 but…

• Wilmington DE day camp – #7 Bingo!


http://Website.Grader.com


You can attract folks offline too...


Optimize: Where U at?


4. Convert


Convert with Landing Pages

Target Market

Website Visitors

Leads

Opportunities

Customers

Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).

A cost becomes a benefit.


Landing Page Tips


Landing Page Tips

• Limited navigation

• Clear and simple• Form above fold


Landing Page Uses

• Call to action on website homepage• Links in all email newsletters / emails• Use for all pay-per-click ads• Track hits/opt-ins after fundraisers or

events


SMM tips

• It’s NOT about YOU (or the Y!)• It’s NOT FREE• It’s NOT FAST• Offer INSTANT value• Content > Conversation >

Conversion


Homework

• Get ACTIVE on Twitter, Facebook, YouTube– David Newman, @dnewman– Begin connecting with people and offer value

• (Re-)Commit to BLOGGING– Share ideas worth talking about (spreadable)– Cultivate and communicate your expertise (solve

problems!)

• Focus FIRST on MARKETING– Social media is a tactic and a context


Final Thoughts

• Start small• Stick to your plan and create your calendar• Learn as you go and adjust based on results• Get Your Social Media Marketing Starter Kit• THANK YOU!!!

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