When it comes to learning how to navigate social media, by establishing a presence, and monitoring reputation online, our "book first" instinct leads us down the most time-consuming path. My approach starts with the visual concepts.

1. 7 Simple Tips for Effective Social Media Marketing
Melissa A. Rosati, CPCC
Melissa’s Coaching Studio, LLC
917-628-4547
The Business Thought Leaders Forum
The Princeton Club
New York City
November 3, 2011

2. Are You a SCHMOO?
Click on the Link

3. Introduction
When it comes to learning how to navigate social media, establishing a presence, and monitoring reputation online,
our “book first” instinct leads us down the most time-consuming path for what is, most often, a simple question.
My holistic approach to the wired world helps you develop your own system for finding information, learning new
skills, and measuring results. I start with the visual concept of the social media application. Then, I show you how to
reinforce the concept by understanding the context through through listening and engaging. Reading is the last
step. After you see it and hear it, reading about social media marketing, for example, makes sense. The last step is
to set goals that are measurable and reflect positively on you as a marketable brand.
1. Watch “how to” videos to learn basic techniques.
2. Listen to professional perspectives.
3. Engage in conversations.
4. Reading selective sources in social media.
5. Establish a home base.
6. Measure results.
7. Revise and adapt.
The following slides provide details for each step. NOTE: All underlined words and/or phrases are hot linked to
specific websites. Simply click on the link to access it.
I welcome your questions and comments. Email me: melissarosati@me.com
Mel!sa

4. State of the Social Media Industry
The term “social media” refers to the
• 2010 Social Media
collection of applications themselves (see map)
Marketing Industry
and how people use them to participate in any
online community. Report
“Social networking” refers to your real-time
participation in an online communities. It starts
when you create a profile on a site, for
example, LinkedIn, Twitter, or Facebook.
Sign-up for a free subscription to the Social
Media Examiner and use it as your daily
textbook.
Listen to my interview with Mike Stelzner,
publisher of the Social Media Examiner, on
my radio show, Creativity Matters Now!

6. 7 Billion People on the Planet
There are 5.3 Billion Active Subscribers on Mobile.
Source: Cross Platform Mobile Publishing: A Tutorial, Chris McKenny and Sanj Kharbanda, Book Expo America, 2011

7. The Top 4 Social Media Tools
•Twitter
•Facebook
•LinkedIn
•Blogs

8. The Benefits of Social Media Marketing
• 85% of all marketers found social media generated business exposure
• 63% of all marketers saw an increase in web traffic, subscribers, and opt-ins
• 56% of all marketers said their use of social media resulted in new business
partnerships.
Source: 2010 Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses by Michael A. Stelzner

9. Tip #1--Watch
When I need to learn how to use a social media
application, my first stop is always YouTube. I • YouTube
type the application name into the search box.
YouTube generates a list of all the tutorials • Dailymotion
associated with the application. For example,
when you search for LinkedIn, you will find
dozens of tutorials, one for each feature of the • Metacafe
program. In fact, LinkedIn has its own official
channel on YouTube. Once on the channel, click
on the playlist to find the user tips. • Vimeo
Do this for any application.
• video.yahoo.com
Each application listed on the right is hot linked.
You can click on each one to check out the sites • bing.com/videos
best suited for your interests and goals.
The next slide illustrates the point. Today, a • video.aol.com
common question people ask me is: what is a QR
code?

10. What’s a QR Code?
Click the Link

11. Tip #2-- Listen to professional perspectives
There are hundreds of websites related to social • BookExpoCast.com
media applications.
• Social Media Examiner
Without context, I find it impossible to make sense of
anything. That’s why I like to listen to industry
professionals talk about why they pick certain • Media Bistro TV
applications over others in order to pursue specific
opportunities.
• BeyondtheBookCast
On the right, I provide a list of several excellent sites.
These examples relate to the publishing industry. To
find examples appropriate for your industry, I suggest
that you start with the key trade associations. Today,
almost all of them have videos of industry thought
leaders.

12. Tip #3--Listen by engaging in conversations
Social media applications allow you a level of deep listening • Technorati
that goes beyond what you learn in a controlled focus group.
People search for trusted sources, where they can exchange
information and comments about what is most important to
them. This could be anything from a great travel deal to an • Alltop
inspirational story of personal triumph.
Your challenge is to find your target audience and to start • Blogsearch.google.com
engaging with them by commenting on blogs, sharing media of
mutual interest, and asking genuine questions (not sales
pitches disguised as questions).
• Searchtwitter.com
The applications listed here allow you to search by keywords.
Two of my favorites are Alltop and Socialmention. Alltop
allows you to create your own “magazine” from the most
relevant and popular sources. Socialmention provides very • Socialmention.com
helpful analytics to deepen your understanding of key topics.
• Bing.com/social

13. Tip #4--Read
• Launch: How to Quickly Propel Your
Books galore address “how to” become a social media Business Beyond the Competition by
superstar. It is my experience that the people who really are Michael Stelzner
the superstars are the most humble, generous, and honest
about the work and discipline involved in achieving goals.
• The New Rules of Marketing & PR, 3/e by
You need experts who are good filters of information. For David Meerman Scott
me, I start with the Social Media Examiner published by
Michael Stelzner. This free online news source is my “living”
social media textbook because it covers all of the major • Guerrilla Social Media Marketing: 100+
applications in short, crisp articles written by the best Weapons to Grow Your Online Influence,
practioners in their respective fields. Attract Customers, and Drive Profits by
Jay Conrad Levinson and Sharon Gibson
The other titles listed here are my most trusted sources for
my own work and when I consult with clients.
• Problogger: How to Blog Your Way to a
If you are new to social media marketing, I suggest you Six-Figure Income, 2/e by Darren Rowse
start with Launch by Michael Stelzner and The New and Chris Garrett
Relationship Marketing by Mari Smith. Read together,
these books provide an awesome foundation for your
business. • The New Relationship Marketing by Mari
Smith

14. Tip #5--Establish a Home Base
The point of social media is to make meaningful connections. Your daily
commitment is to invest time in both listening and engaging with others. •LinkedIn
Many people resist or resent using social media tools because they say it
takes time away from their business. Like anything else, if you bring
resistance or resentment to your work, the results will be steeped in
• Slideshare
resistance and resentment.
I find it is helpful to choose one application as the “home base.” Then, I
• Blog
choose a few other applications that complement and amplify my base.
For example, my home base is LinkedIn. My objective is to build my • Twitter
business through networking with other professionals.
In my business plan, something every small business owner should have • Creativity Matters
as a guide, I’ve committed to LinkedIn in 2012. When I revise/update Now! Radio
my plan at the end of the first quarter (March 31, 2012), I may adjust my
strategy. The point is that you need a firm, measurable commitment.
• Website
In your case, you might choose to make your blog your home base or
Twitter. That’s fine. The key to success is consistency with the tool you
choose. Remember, the goal is to listen to others and to create content • LinkedIn Groups
for them, not you.
• Meetup

15. Tip #6--Measure Results
There is nothing more discouraging than the feeling • Cotweet
no one connects with your message. Many
marketers jump into “my product/service is still not
good enough” mode. The reality is that your product • Hootsuite
or service is probably not the problem.
The problem is managing your expectations. • Google Analytics
First, what is the customer behavior you want to
• Klout
drive?
Then, what specifics do you want to measure?
These tools, for example, put you in control.

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for your goals.

17. Tip #7--Revise and Adapt Your Strategy
S = Specific
M = Measurable
A = Attainable
R = Realistic
T = Time-Oriented
Time-
Outcome Specific Measurable Attainable Relevant
Oriented
Who?
What is the
What? How much? Why is this
end-result you Can you do it,
When? How often? important to
want to realistically? By When?
Where? How many? you?
achieve?
Why?

18. Summary
• If you are spending $$$$ on social media marketing, you are not doing it right.
• Like learning any new skill, there is a learning curve.
• 1st--Watch. 2nd--Listen. 3rd--Engage. 4th--Read.
• Always set goals and measure results.
• Consistency is the key to success!!

19. Get Sexy with Social Media!
Click the Link

20. About Melissa A. Rosati, CPCC
Melissa A. Rosati, CPCC, is a certified professional co-active coach (CPCC). She is the CEO of Melissa’s Coaching
Studio, LLC.
Melissa’s clients are writers, artists, creative professionals, and social entrepreneurs. With a keen interest in creativity,
collaboration, and innovation, Melissa develops coaching programs to help people take their performance to the next
level. Her services include executive coaching, team coaching, and staff training for organizations. As appropriate to
each client’s needs, she formulates social media marketing strategies and provides hands-on training.
A former publishing executive, Melissa brings a solid background in marketing, publicity, and media relations to her
coaching and consulting clients. She knows how to put her clients at ease and how to help them connect with their
audience. Her professional background, with publishers such as McGraw-Hill International (UK), Routledge, and
HarperCollins College, is in strategic planning, reorganization, partnerships, content acquisition, online product
development, contract negotiation, staff training and development, and publishing in international markets. In addition
to her business, she is an adjunct professor of publishing at Pace University, where she co-leads executive training
programs for publishers located throughout China.
Melissa earned her coaching certification from The Coaches Training Institute, San Rafael, CA. She is a member of
the Creativity Coaching Association and the International Coaching Federation. She also serves her community
as an Ambassador for the Leukemia and Lymphoma Society.
She lives in New York City.
P: 917-628-4547 E: melissarosati@me.com W: www.melissascoachingstudio.com T: @melissarosati
L: linkedin.com/in/melissarosati FB: facebook.com/melissarosati B: www.melissarosati.com Radio Show: Creativity
Matters Now! Skype: melissascoachingstudio M: www.melissascoachingstudio.mobi