How to Become Visible with Social Media
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Transcript of How to Become Visible with Social Media
How to Become Visible with Social Media
Social media is changing how we communicate
Social media is changing how we publish
Challenge 1: Technology is Changing Rapidly but Humans are Slow to Change To reach 50 million users
– Radio took 38 years– TV took 13 years– Internet took 4 years– iPod took 3 years– Facebook added over 200 million users in less than 12 months!
Challenge 1: Technology is Changing Rapidly but Humans are Slow to Change
Challenge 2: We still think Local not Global
Challenge 3: Managing Disruption
Organisations that don’t adapt to the disruption are becoming extinct as companies that adapt grow and thrive!
Challenge 4: Getting Found in a Huge Volume of Information - Over 500 million Websites
Challenge 5: Consuming the Velocity of Information
“Every two days we create as much information as we did from the dawn of
civilization up until 2003”Eric Schmidt, 2010 (CEO of Google)
The Internet Marketing Landscape
The Internet Marketing Landscape
• Search Engines
The Internet Marketing Landscape
• Email Marketing
The Internet Marketing Landscape
• Paid Internet Marketing
The Internet Marketing Landscape
• Social Media Marketing
Social Media Marketing
What Social Media Marketing isn’t!
• A one way conversation
• Selling
• Corporate speak
Social Media Marketing
What Social Media Marketing is!
• Creating contagious multimedia content on social media (Blogs, YouTube, Pinterest) to engage with prospects
• Creating community by building fans, followers and tribes on social networks Facebook, Twitter and LinkedIn
• Publishing and Promoting it on Social Networks – Let your followers crowd source your marketing through
sharing on social networks
Social Media Marketing Core Principles Building an online asset one piece of content at a time
Social Media Marketing Core Principles Think like a Publisher
Social Media Marketing
Core PrinciplesPublish and Promote to Multiple Social Networks
Social Media Marketing
Core PrinciplesCreate “Liquid” and “Linked” content
Social Media Marketing
Core PrinciplesCreate compelling “Multimedia” Content
Social Media Marketing
Core PrinciplesTap into the power of the “Visual Social Web”
Social Media Marketing
Core PrinciplesMake it easy to share
Social Media Marketing
Why Use Social Media Marketing?
Why Social Media?
Amplifies your Content
Why Social Media?
Accelerates the Spread of your Brand
Why Social Media?
It Provides Networking And Online Community Building on Steroids
Why Social Media?
Your Business Can Self-Publish
Why Social Media?
Enlists the Power of Global Word of Mouth
Why Social Media?
It positions you as an expert and thought leader
Why Social Media?
Facilitates Trust - Edelman Trust Barometer
Why Social Media?
Facilitates Trust - Edelman Trust Barometer
Step One: Create a Digital Marketing Strategy
1. Create a clear mission2. Define your audience 3. Know what your goals are4. Create content and tactics to achieve those goals5. Measure, manage and modify
How Do I Start with Social Media Marketing?
1. Create Your MissionExample: Coca Cola
– To refresh the world...– To inspire moments of optimism and happiness...– To create value and make a difference.
How Do I Start with Social Media Marketing?
2. Define your AudienceWhat are their problems?How can you help them?What type of media do they like to receive?
How Do I Start with Social Media Marketing?
3. What are your goals?
– More readers and viewers of your information?– More sales?– More brand recognition?– More sharing?
How Do I Start with Social Media Marketing?
4. Creating ContentHow to Produce Contagious Content for Your Target Audience on a Social Web
How Do I Start with Social Media Marketing?
Tip One: Write a Great Headline“You only have seconds to capture attention before they
click away to the next article”
How Do I Start with Social Media Marketing?
Tip Two: Take offline content online
– PowerPoint presentations– Videos that are not on YouTube– Articles that are buried in filing cabinets or newsletters
How Do I Start with Social Media Marketing?
Tip Three: Create Content for the Web
Create content built for skimming and scanning
Examples– Bullet points– Sub-Titles– Compelling images
How Do I Start with Social Media Marketing?
Tip Four: Create Evergreen ContentWrite content that will still be relevant in 5 years!
How Do I Start with Social Media Marketing?
Tip Five: Outsource Content Creation to your CommunityCreating content is time consuming!
How Do I Start with Social Media Marketing?
Step Two: Implementing Marketing Tactics on the Major Social Media Channels to Achieve Goals
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Blogging
How Do I Start with Social Media Marketing?
5 Top Blog Tips1. Create Consistent, Contagious Multimedia Content2. Include social media sharing buttons 3. Optimise for search engines4. Promote to your fans and followers on your social
networks5. Make it easy for people to subscribe to your other digital
assets including social channels and blog.
How Do I Start with Social Media Marketing?
Blog - Case Study
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Top 5 Facebook “Page” Tips1. Grow your fans by encouraging “likes”2. Publish as a priority visual content 3. Engage and create community4. Create custom tabs that help achieve Facebook goals5. Integrate with your other social media channels
How Do I Start with Social Media Marketing?
Facebook - Case Study
How Do I Start with Social Media Marketing?
Facebook - Case Study
1. “Like” to enter competition2. Create a Facebook shop3. Capture email subscribers4. Events5. House Rules6. Livestream Facebook app7. Include visual apps eg Instagram and Pinterest
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Top 5 Twitter Tips1. Learn the art of the headline (You only have 140
characters)2. Grow your Twitter tribe3. Engage with thought leaders and experts in your
industry4. Tweet news5. Tweet content
How Do I Start with Social Media Marketing?
Twitter Tools
How Do I Start with Social Media Marketing?
Twitter Tools – HootsuiteManaging Twitter and my other social media accounts
How Do I Start with Social Media Marketing?
Twitter Tools – SocialOomphAutomation for:• Publishing content to Twitter• Following people back with “direct messages”
How Do I Start with Social Media Marketing?
Twitter Tools – TweepiBuilding targeted followers on Twitter
Twitter – Case Study
How Do I Start with Social Media Marketing?
Twitter – Case Study•Include a link in your Twitter account to your website or blog•Write an engaging description of your business or brand•Brand it•Add value to your community by tweet other interesting content as well as others•Automate content distribution•Use tools to build targeted tribes and community
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
YouTube Top Tips
1. Create short videos - 2 minutes or less2. Optimize video for search engines3. Promote them on the Blog, Facebook and Twitter,
How Do I Start with Social Media Marketing?
YouTube – Case Study
How Do I Start with Social Media Marketing?
YouTube – Case Study
1. Started with a low budget2. Videos were only 2 minutes3. Used humour4. Branded their YouTube channel5. Produce content consistently6. Promote on other social media
How Do I Start with Social Media Marketing?
LinkedIn Top Tips
1. Participate in Groups 2. Use calls to action that capture emails 3. Integrate and publish to LinkedIn via your other
platforms such as your Blog and Slideshare account
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
LinkedIn - Case Study
How Do I Start with Social Media Marketing?
LinkedIn - Case Study1. Participated in an industry group that matched their
target audience (retailers)2. Didn’t sell but provided an educational ebook3. Included a call to action4. Captured emails and built a subscriber database
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Slideshare Top Tips
1. Upload Offline PowerPoint presentations to Slideshare2. Optimise for search engines3. Publish and Promote on your other social networks
How Do I Start with Social Media Marketing?
Slideshare - Case Study
How Do I Start with Social Media Marketing?
Slideshare - Case Study – Optimize for Search Engines
How Do I Start with Social Media Marketing?
Slideshare - Case Study
1. Write a good description with keywords2. Write enticing headlines3. Publish consistently4. Make it easy for Google to find your content
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Pinterest Top Tips
1. Create Boards that suit your product business categories
2. Link them back to your other digital properties3. Have some fun and make it less formal 4. Pin images from your website and blog5. Build community and engagement by pinning and
sharing other people’s images
How Do I Start with Social Media Marketing?
Pinterest - Case Study
How Do I Start with Social Media Marketing?
Pinterest - Case Study
1. Created Boards that are consistent with her topics Eg. Gardening, Cooking, Decorating2. Uses high definition quality photos3. Makes it personal – travel 4. Writes tempting descriptions
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Instagram Top Tips1. Make it personal and fun2. Publish regularly3. Create high quality photos
How Do I Start with Social Media Marketing?
Instagram - Case Study “Jamie Oliver”
How Do I Start with Social Media Marketing?
Instagram - Case Study “Jamie Oliver”
• Jamie keeps it social (even includes his kids)• Shares the photos on Facebook and Twitter• Photos are consistent with his message and brand• Publishes regularly and often (from his smart phone)
How Do I Start with Social Media Marketing?
How Do I Start with Social Media Marketing?
Top 5 Google+ Tips1. Long form content is valued on Google+2. Use “Circles” to create targeted communities3. Create in depth private discussions via “Hangouts” 4. Publish high quality images5. Use the “+1” button to vote for content you like
How Do I Start with Social Media Marketing?
Google+ - Case Study
How Do I Start with Social Media Marketing?
Google+ - Case Study
1. Builds credibility (2 million fans post) 2. High quality images3. Includes multimedia4. Branded
How Do I Start with Social Media Marketing?
Be Persistent!
“Nothing in the world can take the place of persistence. Talent will not,…Genius will not,
Education will not; the world is full of educated derelicts…… Persistence and determination
alone are omnipotent”
Calvin Coolidge - US President
Want to Learn How to Create and Market your Online Brand with Social Media?
http://www.amazon.com/Blogging-Smart-Way-Create-ebook/dp/B008UGCTMS
Twitter: @JeffBullas
