Have you "Googled" your beauty school lately? Our ever changing technology landscape requires cosmetology business owners to stay on top with online marketing to get a competitive edge. This presentation shares best practices for enhancing your website (responsive design), achieve more online reviews and understand the top social networks to drive inbound opportunities.

1. Content Marketing & Social Media Hands-on Workshop
for
American Association of Cosmetology Schools
90th Anniversary

2. Matt O’Brien
CEO Mint Social
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

3. Matt O’Brien
CEO Mint Social
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

4. Topics to be Covered in Workshop
• Responsive website
• Mobile Image Check...what are your first reactions
• Social Media – Best Practices
• Search Engine Optimization Tips
• Search Engine Marketing Example - $100 Budget in Facebook
• Leads vs. Likes
• Target Marketing – Location, Demographic and Psychographic Data
• Social Media Marketing – Best Practices
• Reviews - Find Influencers
• Defining Your Online Audience by Social Network
• - Phone – Pinterest - Instagram - Photo ideas
• Plan of Action -> ROI Metrics
4
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

5. Overall Goals for Social Media and Content Marketing:
1. Campus Tours
2. Inbound Inquiries (Phone Calls, Emails, Contacts)
3. Increase Enrollment
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

6. 6

7. Where Your Prospects Are Online
25% - Websites
(yours/competitors)
75% - Content Portals
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

8. Source: Hubspot.com
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

9. 54% of smartphone use is motivated by
communication, and 33% by entertainment
Source: Hubspot.com
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

10. About 65% of website traffic originates from a…
…is your website mobile friendly (Responsive Design)
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

11. Source: Hubspot.com
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

12. Source: Hubspot.com
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

13. Source: Hubspot.com
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

14. Social Media in Action - Made Easy
5 Essential Disciplines of Social Media (The
‘How’)
• Blogging – Wordpress, Blogger, Tumblr
• Social Networking – LinkedIn, Facebook, Google+
• Multi-Media Marketing – Flickr, YouTube,
Slideshare, Vimeo, Pinterest, Instagram
• Microblogging – Twitter
• Monitoring – Google Alerts, RSS, Google Analytics
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Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

15. Search Engine Optimization Tips
Hunters, Farmers & The Hunted
The Hunted…
• People seek out experts
• utilize social networks
• find the “perceived” best in class
…get sought out for their expertise.
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Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

16. Search Engine Optimization Tips
Make Your Beauty School a Target
Who are You?
Are you findable?
How many are looking?
Would you buy from YOU?
Can you find you?
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Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

17. Search Engine Optimization Tips
Build an Army of Recruits
Digitize your contacts – FullContact.com
Get recommended
Add testimonials to marketing
Would you buy from your company?
Profile test
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Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

18. Search Engine Optimization Tips
Be ‘The Hunted’
In
Social Networks
&
Search Engines
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

19. It is All About Keywords
Search Engine Ranking Factors
 http://www.seomoz.org/article/search-ranking-factors

20. Search Engine Optimization Tips
…from
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Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

21. Search Engine Optimization Tips
The Free Google Stuff
 www.Google.com/webmaster
 www.Google.com/websiteoptimizer
 www.Google.com/analytics
 https://adwords.google.com/Keywor
dPlanner
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

22. Search Engine Optimization Tips
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

23. Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

24. Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

25. Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

26. Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

27. Search Engine Marketing – Facebook Ads
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

28. Search Engine Marketing – Facebook Ads
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

29. Search Engine Marketing – Facebook Ads
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

30. Search Engine Marketing – Facebook Ads
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Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

31. Search Engine Marketing – Facebook Ads
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

32. Search Engine Marketing – Facebook Ads
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

33. Search Engine Marketing – Facebook Ads
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

34. Search Engine Marketing – Facebook Ads
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

35. Search Engine Marketing – Facebook Ads
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

36. Search Engine Marketing – Facebook Ads
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

37. Search Engine Marketing – Facebook Ads
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

38. Search Engine Marketing – Facebook Ads
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

39. Social Media Marketing – Best Practices
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

40. Capturing Content Opportunities
2+ sites
Published
Infrequently
Underutilized Content
Typical
Publishing
Model
Marketing
Content

41. Image Source: http://bit.ly/Szq7YY
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

42. Strategy for growing inbound opportunities with social media
Blogs/Articles
Images
Status Updates
Location specific
Content Engine
Videos
Reporting
Reviews
SMS
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

43. Image source: http://bit.ly/Xi4eTK
& Google.com
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

44. Multi-media Content Collaboration Blueprint - Model
The Visibility
Multiplier
Effect
5+ additional Media Formats
Marketing Content
50X – 1000X more traffic to your website
(Video)
100+ Sites

45. Social Media Marketing – Best Practices
OPP - Other People’s Profiles
(Interviews with Industry Experts)
45
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

46. Full Video
Teaser Video
Blog
Headlines
(Status Update)
Other Media
Blog Networks
Photos from Video
(screen shots)
Video Marketing
- Content Distribution

47. Repurposing Past Content Opportunities
Here is how
we do it…
Existing Content
(Press Release)
Or New Content
47
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

48. Existing Content
(Press Release)
Repurpose PR into
4 NEW Media Formats
- Article
- Blog Post
- Social/SEO PR
- Social Networks
(ie: Facebook, Twitter)
Drive Traffic to
Call to Action Page
“Application Process”
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

49. YOUR BRAND
Visibility Multiplier Effect
Website
(SEO and PPC)
Content Engine
Views
Time
Visibility
Multiplier
Effect
Audio
Video
Photo
PR
Profiles Articles
Docs,
PPT
Blogs
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

50. “Local” Social Media Marketing – Best Practices
49,884,000 Pre-designed,
Pre-indexed SEO optimized
websites.
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

51. Google Maps G+
49,884,000 Pre-designed,
Pre-indexed SEO optimized
websites.
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

52. Google Maps G+
90% of customers are
using Google Maps to
find local businesses
BUT…
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

53. Google Maps G+
Less than 7% of
Businesses have
claimed their
listing!
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

54. Google Maps G+
Over 60% of Google
Maps Searches are
on Mobile Devices
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

55. Google “7 Pack”
Maps G+
Brands
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

56. “Local” Social Media Marketing – Best Practices
{Step 1} Create a Profile Document
Consistency across local
listings
Syntax is Important
i.e. Phone #: (xxx) xxx-xxxx or
xxx-xxx-xxxx
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

57. “Local” Social Media Marketing – Best Practices
{Step 2} Create Profiles
Local Listings (except Google
Places—more on that in a
minute)
Photo
Panoramio
Picasa
Flickr
Video
Youtube
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

58. Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

59. “Local” Social Media Marketing – Best Practices
{Step 3} Post Profile Data
Photos
keyword optimized—
example:mountain-biking-sedona-az.
jpg
Split images up between photo
sharing sites
Map to your corporate address—
exactly the same as your office
address
Video
Youtube geotagging
Blog Posts
Post Mapper –open graph api
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

60. “Local” Social Media Marketing – Best Practices
{Step 4} Create/Claim Your Google+ Page
Same as other local
listings
Grab a few geo-tagged
photos from each
photo site
Grab at least 1 geo-tagged
video from
YouTube
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

61. “Local” Social Media Marketing – Best Practices
{Step 5} Get Reviews
Be Remarkable.
Make it easy. Put direct
links on your website for
reviews OR Use a service
like Customer Lobby.
Offer incentives to
customers that post a
review/check in
Free Gift
% off next purchase
Other ideas?
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

62. “Local” Social Media Marketing – Best Practices (Reviews)
Social and Mobile Users …are influencers
Consumers who use social networks and smartphones
….write reviews
In the past 30 days
….40% have submitted between 2 and 5 Reviews
“Great Food at a
Great Price”
“Solid value”
62
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

63. Create a specialty URL and landing page to drive reviews
invadervip.com
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

64. Define Your Target Market – By Social Network
Professional
Master Negotiator
Privilege of doing his work
Story teller
Keep your cool
Personal
Doing the right thing will always pay off
Adventurous
Don’t panic in a danger
Community
Freed a innocent man for murder
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

65. 65
Define Your Target Market – By Social Network
The 3 Buckets of YOU
•@Work - The Professional
•@Play – The People
•@Community - Socially Conscious
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

66. LinkedIn Profile Strategy
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

67. 67
Creating a LinkedIn profile that positions you as the expert
Professional
- Summary - “Elevator Pitch”
- Work Experience - Jack of all trades or Expert
Personal
- Awards
- Groups & Associations
- Education
Community
- Network
- Reviews
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

68. Creating a LinkedIn profile that positions you as the expert
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

69. Source: Hubspot.com
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

70. Source: Hubspot.com
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

71. Source: Hubspot.com
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

72. Source: http://benmartin.pro/instagram-infographics/
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

73. Photo Marketing Strategy – Share Your Ideas
+ +
73
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

74. Engaging with content
Promote through email marketing
Comments and likes get the attention of prospects

75. Author = Online Expert & Inbound Opportunities
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

76. Author = Online Expert & Inbound Opportunities
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

77. I Know a Company
Started a Blog
Writes Posts
Creates Profiles
Syndicates Content
Creates New Content
Syndicates from G+
…that gets results!
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

78. Goals for Measuring Results and ROI
1.Increase social mentions and create inbound links to your
website.
2.Improve keyword rankings for your top landing pages.
3.Increase traffic to your website.
4.Build an online community through social media
marketing.
5.Create inquiries for your brand.
Matt O’Brien | Mint Social | facebook.com/mintsocial | @Mint_Social | @Blogster | Mintsocial.com

79. Q and A
Contact Info
Mint Social
Matthew O’Brien
602.206.8089
mint@MintSocial.com
http://gplus.to/matthewobrien