The slides that supported my keynote at Inman Connect SF July 16, 2014

1. Graduating from Social Media
to Running a Social Business
When Social Media is no longer a shiny object
how does it actually MATTER for your business?
Laura “@Pistachio” Fitton

2. Social’s Not Just for Marketing…
Use it to Generate Real Business Impact:
1. Attract
a targeted, engaged following
2. Build engaged community
with actual business impact
3. Source Leads
and nurture valuable relationships
4. Develop relationships
With media and influencers

3. 1. Attract
a targeted, engaged
following

4. Influence (was)
ATTRACT
attention to yourself

5. Influence (is)
PROVIDE
attention and value to others

7. Be
Useful

8. Mission:
[Social Accountt] is where _(who)__
can find _(what value offered)_.
Bio:
“follow us for…”

9. Image: http://inay.org

10. SOLVE FOR THE HUMANS
Not just their happiness,
but also their success.

11. 2. Build Engaged
Community
with
actual
business
impact

12. How Can I Get
More Followers?

13. You don’t just want a following.
29

14. You want
screaming,
raving fans

15. Know Your Personas, Cold
• Write down everything you know
• What are their challenges?
• How are they measured?
• What do they read?
• What (and where) do they share on social
media?

16. • Content types that fit with everything you
know about their lives
• Solutions to their challenges
• Tools to help them crush their numbers
• Must-read articles and digests
• Shareable items that will make them look
good
Share This

17. No, Really, Pistachio.
How Can I Get
More Followers?

19. 35
Be
generous.
• the more you give,
the more you get
• build trust, credibility,
& goodwill
• increase # of pages &
inbound links

20. 37
Be helpful.
Helpful
Relevant
Remarkable
Frequent
ask yourself how you can be of service to
your current and potential customers. What
problems can you solve? What questions can
you answer? What knowledge can you
share?
Read more: http://blog.hubspot.com/blog/
tabid/6307/bid/10291/Helpful-is-the-New-
Viral.aspx#ixzz1GsSghdGN
Helpful is the new viral.

21. 39
Remarkable is the new
‘business as usual.’

22. 3. Source Leads
and nurture valuable
relationships

23. Social Business in 4
Words:

24. Listen.
Learn.
Care.
Serve.

25. Integrate Social With Your
Marketing Database

26. Keep in Touch Supportively

27. Keep in Touch Supportively

28. Keep in Touch Supportively

29. Keep in Touch Supportively

30. Keep in Touch Supportively

31. Keep in Touch Supportively

32. Keep in Touch Supportively

33. Keep in Touch Supportively

34. 4. Develop
Relationships
with
media
and
influencers

35. The Message is
the Influencer.
http://twitpic.com/135xa by @JKrums

36. build relationships

38. THANK THE
@REPORTER
for heaven’s sake, when
you get mentioned,
@mention the reporter
who wrote it.

39. PAY COMPLIMENTS:
RT right!
1. copy/paste
2. cleanup
3. edit
4. appendhttp://bit.ly/RTright

40. 4 FREE Tools for You…
Your marketing grade &
how to improve it
http://grader.com
Library
http://hubspot.com/library
Academy
http://academy.hubspot.com
FREE Trial
http://bit.ly/trySI