Success with any social media marketing tool can be boiled down to consistently creating content that delivers our message of value to the target market we serve. This presentation discusses the critical aspect of high priority social media networks and their value to your revenue generating content marketing efforts. Enjoy.

1. Marketing to
the
Connected
Generation
through
Social Media
by Ryan Hanley

2. Everyday I watch so many
brilliant people with invaluable
life and business experience
come to the blogosphere and
approach it all as if they’re
starting from scratch.
- Srinivas Rao

3. Why social media
marketing
important to our
business?

4. Social Media Marketing allows us to
build trust and ultimately relationships
with the Connected Generation...

5. Who are the
Connected
Generation?

6. The
Connected Generation
communicate, build
relationships and make
buying decisions using
digital and social media.

7. We already know
how to market the
Unconnected
Generation

8. Marketing to the
Unconnected Generation
• Ask for Referrals
• Network at Chamber Events
• Drop-ins
• Harass Family Members
• Sponsor Charity Events
• Yellow Pages
• Billboards
• Radio
• Newspaper
• Cold call

9. But...
9

10. The
Connected
Generation
is
NOT
going
to use
the
Phone
Book.

11. and has
turned
their brain
off to
traditional
advertising

12. The Connected Generation chooses you...
...on their own time line
...based on their own research and
...their own belief in your story of value.

13. What Social Media works with
the Connected Generation?
• Facebook
• LinkedIn
• Twitter
• Google+
• YouTube
• Pinterest
• Foursquare
• Yelp

14. There are many different
forms of Content Marketing
one of which is Social Media...
14

15. Social
Media
attracts
the least
amount
of
attention
for your
effort

16. } Social media
done
correctly
is very
effective
for driving
traffic to
the top of
your
marketing
funnel

17. But there are so many
social media networks, the
options can be paralyzing...

18. Prioritize...
...you don’t need to be everywhere.

19. YouTube

20. YouTube is more than just
cat videos...

21. It’s a fantastic format to
answer client questions
• Answer 100 Questions
– By video
– In two minutes of less
– Post on YouTube
• Create a corresponding blog post
– Embed YouTube video in the blog post
• Post directly into Facebook, Google+, LinkedIN and
link back to the blog post
• Put links to post in email newsletter

22. Answer one client question
at a time until there are no
more to answer

23. Videos
don’t have
to be
Hollywood
quality nor
do they
have to go
viral to
provide
value

24. Before I started using video

25. After I started using video

26. Using video to target
specific keywords has
SEO Value

27. YouTube also has high
Google+ Rich Snippets
converting Rich Snippets
in Google Search

28. Google+

29. Google Search loves
itself some Google+
• Posts are indexed by Google Search
• Social search relevance with connections
– Authorship tag
• High-quality media sharing
• Google Hangouts
• Google Local Reviews

30. Google
wants
you to
use
Google
products

31. Reviews are the
currency of the Internet

32. Client Testimonials

33. Google Authorship
Up to 47% increase in click-through rate

34. Not to mention direct
traffic from old posts...
Click here to learn more.

35. Facebook

36. blah blah... a lot of people
use Facebook
• 75% of people feel more connected to Brand on
Facebook
• 69% of people have “liked” a page because of a
Friend
• “Liked” content averages 6.9 positions higher in
search results
• 23% of consumers under the age of 35 will
purchase because of a friend’s recommendation
on social media
• 21% of consumers age 35 – 49 will purchase
because of a friend’s recommendation on social
media

37. But how do we get more
likes on Facebook?

38. Post Better
Content

39. Business
posts are a
necessity…
But make
them
relevant
to your
clients
concerns

40. Every post
does not
need to be
professional
or insurance
related

41. Let your
clients
know
where
else you
want
them to
connect
with you

42. Show your support for the community

43. When deciding what to post
on Facebook...
...think value to them, not
value to you.
43

44. Facebook
Promoted Posts
Worth the money?

45. Who
wouldn’t
“Like” this
post?

46. How
much is
action
worth to
you?

47. Promoted Posts Results

48. Promoted posts work when
there is a strategy to why
you’re promoting them...
...too much promotion can
yield negative results.
48

49. LinkedIN

50. Fill out your profile
completely

51. accumulate
recommendations of your work

52. LinkedIn is a networking
tool...
...build and grow
relationships as you would in
the real world, with respect.
52

53. Twitter

54. Number of followers has
less value than engagement

55. Twitter is a fantastic tool for
building relationships through
shared interests...
...NEVER link spray
your sales copy.
55

56. Pinterest

57. Build niche communities
around pin boards

58. Quora

59. Establish expertise and
build online authority

60. Slideshare

61. Long form content
marketing at its best

62. The
connected
Generation
wants to do
business with
Human Beings
that use
technology

63. ...not the other way around.

64. Success with any social media
tool can be boiled down to
consistently creating content
that delivers our message of
value to the target market we
serve.

65. ... and never forget,
you always have to ask for the business.
“Call us with questions”
“Click here to contact us via Email”
“Fill out this form to begin”

66. The connected
Generation is
waiting for you
the end.

67. I am Ryan Hanley
• Director of Marketing
– The Murray Group Insurance
Services, Inc
• Speaker/Author/Podcaster
– on Content Marketing and
Business Development Strategies
• Editor of Content Warfare blog
– www.ContentWarfare.com
• Producer of the Content
Warfare Podcast
– www.ContentWarfarePodcast.com

68. Photo Credits
• Page 8: http://www.flickr.com/photos/dok1/3196434641/
• Page 15: http://www.copyblogger.com/content-and-branding/
• Page 17: http://www.slingshotseo.com/blog/infographic-an-In-depth-look-
at-the-inbound-marketing-funnel
• Page 31: http://unbounce.com/social-media/7-useful-google-plus-
infographics-for-business/