Digital Space ConsultingTHE “HOW TO” BUILD YOUR SOCIAL STRATEGY

Tips | Tricks | Platforms | Tactics

“We are the CEOs of our own companies: Me Inc.”

Who We Are

• Digital agency with over 10 years experience in content, creative, communications, and analytics

• Passionate about the tools, platforms, and technology used to connect and engage consumers

• Focused on empowering brands and customers by enabling them to research, relate and engage with each other

• Entrenched in execution and creating a blueprint from here to there

2

What We Do

3

Digital Communication Initiatives

Technology Components

Analytics & Reporting

SOCIAL MEDIA ECOMMERCEDIGITAL MESSAGING

WEB CONTENT MANAGEMENT

ECOMMERCE EMAIL / MARKETING

SOCIAL COMMUNITIES

SOCIAL PROFILING

WEBSITE WIDGETS

VIDEO SEO/SEM

WEB ANALYTICS

BUSINESS INTELLIGENCE

STRATEGY + PLANNING

INTERNET MARKETING

My Background

Worked for “Big” agencies

Started my own agency

Now work with other agencies on client work

The problem you’re trying to solve

5

YOUR FIRST MISTAKE Assuming people are rational

YOUR THIRD MISTAKEAssuming that once someone knows things the way you know them, they will choose what you choose

YOUR SECOND MISTAKE Assuming people are eager to change

123

Why social media should be a part of

6

your strategy1. Gain visibilityUnlimited access to professionals, organizations, prospects, and customers in your target market

2. Provide transparencyBeing open and honest allows you to connect with others on common ground

3. Helps you ‘get to give’Ask for help only after offering help to others the majority of the time

4. Allow ‘nobodies’ to become ‘somebodies’Create and cultivate your personal brand

of small business marketers plan to increase their use of social media

this year.

of small business Marketers spend at least

10 minutes on social media marketing per day.

Of small business marketers spend an hour or more on social media

marketing per day.

Social Media marketing isn’t a fad

7

More and more small businesses are leveraging the power of social

Do you know?

8

Do you know these people?

What about these people?

Let’s start with some videos

9

SocialMedia 2013

Marketing Fundamentals Don’t Change

What happens every 60 seconds on the internet

10

• 695,000 FACEBOOK STATUS UPDATES

• 1,500 BLOG POSTS

• 100+ NEW LINKEDIN ACCOUNTS

• 694,455 GOOGLE SEARCHES

• 98,000 TWEETS

• 13,000 IPHONE APPS DOWNLOADED

“Marketing today is about creating brand value by helping customers, not creating documents and blue pens with your logo on them.”

The New Reality…

If companies don’t know you’re out there, you never get the OPPORTUNITY to be considered The Customer is in CONTROL.

Your company, product, service, brand, reputation, etc. is now a search result…

11

Why social matters

12

1. Build relationships• Support network• Lead generation

2. Raise visibility• Increased awareness of you and your services

3. Demonstrate expertise• Opportunities to show thought leadership

4. Go public• Come out from behind the curtain• Find your voice/niche/point of view

Share links

Amplify others Give tips Be a

resourceShow

expertise

Blog

Blog comments

Social Networking

LinkedIn

The “How To” Social Media for Business

Hello World…13

What do I need to do first?

• Become a student of each platform• Engage and start conversations• Make sure that your profile is updated / keyword focused• Share content (articles, videos, webinars, events, etc.)• Center profiles on who you are, what you’re about, and

how you help • Create a home online (social home) • Keep the personal personal and business strictly business

Go ahead, ask the question - What’s the ROI of social media???

Create profiles – engage

14

42%

have

gen

erat

ed c

usto

mer

s th

roug

h Fa

cebo

ok

48%

have

gen

erat

ed c

usto

mer

s thr

ough

Tw

itter

57%

of b

usin

esse

s hav

e ge

nera

ted

cust

omer

s th

roug

h Li

nked

In

CUSTOMER ACQUISITION

Can you show me a couple of examples?

• Be findable – What happens when someone Google’s your name?• Offer help and answer questions• Share useful content (Articles, Blogs)• Become a student of each platform

15

Profile: Scott Monty, Ford

16

But, Where Do I Get Started

People are using the Internet to talk about your brand, products, competitors, customers, and clients – are you listening?

Want to know what people are saying about you on Twitter? Facebook? Blogs? Forums? No problem.

WHERE TO LISTEN • Google Alerts• LinkedIn • Alltop.com• Search.Twitter.com• FollowerWonk.com• HelpAReporter.com (HARO)• Feedly• Socialmention.com• Topsy.com

WHERE TO SHARE• Blogs• Forums • Twitter – hashtags / twitter talks • Facebook – status comments / groups • Linkedin – Groups• Quora • Review sites – Amazon / YouTube / Yelp• Yahoo Answers

17

3 easy ways you can leverage social media

And get started- Market intelligence

- Understand your customers and competitors- Track keyword mentions for your products services

- Identify opportunity - Listen for keywords- Identify influencers - Find prospects who are trying to find you

- Build thought leadership- Become an expert in your niche - Grow your tribe / create authority

18

So how do you make the most of your

19

social media marketing efforts?

ADD VALUE Share content that your audience will find helpful, informative, or entertaining

Curate | Build | Manage | MeasureGet content• Google Alerts• AllTop.com• SocialMention.com• Feedly• Mention

Build a team• Crowdspring.com• eLance.com• Contently.com

Manage your message• Hootsuite.com• Buffer

Track • Who are you writing for?• What is the purpose?• What is the call to action?• What are you measuring?

The key is to make yourself visible on the Internet – through your website, by blogging, and via value based use of social media.

20

Measure • Twitter followers / @ Mentions• Linkedin Followers• LinkedIn connections / profile views

5

• What you will be able to do• Schedule tweets/Facebook/LinkedIn posts automatically• Manage multiple social profiles• http://hootsuite.com/help

Simplest Place To Start?

21

Simplest Place To Start (Industry)

22

Simplest Place To Start (Competitor)

23

Simplest Place To Start (Identify Problems)

24

Simplest Place To Start (Listen)

25

Starter Matrix – What You Need Content Sources Profiles Marketing Tools Simple One

PagerWhat Else You Need

Google Alerts LinkedIn Google Trends About.me Gmail account

LinkedIn Twitter Google AdWords Magnt.com Pocket

Alltop Facebook SavePublishing.com Tumblr.com Twitter Feed

Feedly Pinterest Followerwonk.com Buffer

SocialMention.com Instagram Fanpage Karma HootSuite

Newsle Quora LinkedIn Maps Unroll.me

Stumbleupon Google+ Mention Mapp Elance.com /Odesk.com

Mention About.me Manage Flitter

26

Starter Matrix – What You Need Collaboration Tools Content Tools Google Tools (Chrome

Extension)Who I Read

Storyboardthat.com Contently.com Rapportive Copyblogger / New Rainmaker

Trello.com WriterAccess.com Boomerang Seth Godin / Start-up School

HipChat.com TextBroker.com Moz.com / White Board Friday

Basecamp Chris Brogan

Dropbox Social Media Examiner

Mashable

Social Media Today

Gary Vaynerchuck

27

8 Point Guide to Bootstrap Your Personal Brand

28

Where to start • Stop planning and start doing • Position yourself against the brand leader • Be freakishly persistent (comment, re-tweet, ask a question)• Associate with winners (customers/employees/vendors/peers)• Do favors for free (read comments)• Be a connector to establish a strong peer group / Be a great resource• Partner with bigger people (get a sense of what’s important) • Get a duck

• Build your team • Invest in tools that either save you time, make you money, or make you look smart • Perfection is the enemy of good• Replicate, scale, iterate, repeat

Final thought

Follow on Twitter/LinkedIn: Find out their interests, the kinds of things they share, and most importantly, the content gets the most traction from their audiences.

Create social profiles

Optimize your profiles to let customers, partners, and vendors find you

Become a student of social platforms

Establish a social home

Engage and start answering questions

Include keywords that are relevant to your type of business

Write profiles about who you are, what you do, and how you can help

Follow your metrics • Who are you writing

for?• What is the purpose?• What is the call to

action?• What are you

measuring?

Have a game plan

29

Stay connected to the conversation

Don’t be upset with the results you didn’t get from the work you didn’t do

Where We Connect

30

Member since 2010

Current Speaker for Pubcon

2013 Speaker

Board Member since 2013

Member since 2010

Digital Space ConsultingCreate. Connect. Engage.

Thank You.

How to Contact Us

DigitalSpaceConsulting.com

James@digitalspaceconsulting.com

Linkedin.com/in/Jloomstein

Twitter.com/jloomstein

Slideshare.net/jloomstein/presentations

32