A set of slides from a recent seminar I gave to small business owners that are new to Social Media Marketing and Digital Marketing as a whole.

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“SOCIALYZE” YOUR BIZ
A talk about social media and your business.

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Jamie Tieche
• Owner, Socialyze Inbound Marketing
• Automotive Marketing & Sales (Hyundai)
• Digital Marketing Consultant
• Hootsuite & Hubspot Pro
• Baby Certified!

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Agenda
1. Marketing: Then and Now
2. Digital Marketing: What You Need To Know
3. Social Media 101
i. Set Your Goals
ii. Where To Be
iii. What To Share
iv. When To Share
v. Building Social Equity
vi. Social Listening
vii.10 Tips for Social Success
4. Discussion

4. MARKETING: THEN AND NOW
May I have your “attention” please!

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ATTENTION!
The currency of the marketing world.
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The War Rages On!
• The Battle for Attention (1880-present)
• Without attention, marketing can’t work!
• Attention = Opportunity
Marketing in a Nutshell:
• Goal: Gather leads to create opportunity
• Problem: How to gain attention?
• Solution: “Push” out our messages and messaging!
Buy Our Product!

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The Rise of “Push” Marketing
• 1880's onward.
• Technology only allowed
for 1-way communication
• Effective in Print to Radio
to Television to the
Internet (1880’s-2010)--
while attention was
abundant!
• The message was: “Here’s
my product, BUY IT!”
• Marketing was about the
brand, not the consumer.
• Good marketing was
manipulative.
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The Tipping Point
• Somewhere around 2000.
• Attention was becoming scarce.
• Consumers began "tuning out" traditional marketing,
turning instead to search engines to make informed
decisions.

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R.I.P. Outbound Marketing
A long time ago - 2010

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THE BIRTH OF
INBOUND MARKETING
“How may we help you?”
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The Answers Lie Within
• The internet became the new horizon for marketers—it’s
where all the attention went!

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Consumers Dictate When The Marketing
Happens
• They control the flow of
information
• They find answers
when and where they
want
• They avoid inquiries
and contact forms until
absolutely necessary
• Salespeople have
become facilitators
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13. DIGITAL MARKETING 101
How to market in 2014, like it’s 2014 (not 2007)!

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Definition
Digital Marketing is the use of digital technology and
communication channels to reach a targeted audience.

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Your New Customers
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• Tech savvy
• Smartphone in hand
• Reliant on Google
• Social media obsessed
• Impatient
• Sound familiar?

16. Look Familiar!?
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“New” Marketing: The Honest Economy
Marketers still have the same goals and challenges:
• Goal: Gather leads to create opportunity
• Challenge: How to gain attention?
It’s the solution that has changed:
• Solution: “Push” out our messages and messaging! “Pull”
or attract prospects to our messaging.
• How?
Blogs (Content marketing) – They ask, you answer!
Search engine optimization
Websites that convert!
Social media (Relationship marketing)

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Inbound Marketing Methodology

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Digital Marketing Components
Website (Fast, converting, with a blog!)
Email marketing software
CRM software
SOCIAL MEDIA
Analytics software
Paid promotion budget

20. SOCIAL MEDIA 101
Getting the attention you need to succeed

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Social Media Is...
Social Media consists of highly interactive platforms
through which individuals and communities share, co-create,
discuss and modify user-generated content” - Wikipedia
Engaging
Personal
Visual
Enticing
Evolving
Addictive

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Social Media Is Not...
• A marketing plan!
• A website replacement!
• A blog!
• A billboard!
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A New Opportunity
• Social Media allows us to:
• be where our customers are
• engage with our customers
• Therefore, we are essentially competing for
attention with wives, husbands, children and
friends!
• It can be over in a click of the mouse, so
tread lightly!

24. SUCCEED AT SOCIAL
How to gain attention, earn trust and turn it into profit!
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1. SET YOUR GOALS
Don’t go it blind.
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26. It’s Not About You or Your Company, It’s
About Them (Your Customers)
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The 7 Goals of Social Media
1. Build Brand
Awareness
2. Extend Customer
Service
3. Direct Referral Traffic
4. Create “Top of Mind”
Awareness
5. Reputation
Management
6. Enhanced PR
7. Build a Community of
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2. WHERE TO BE
Facebook, Twitter and Pinterest, oh my!
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So Many Choices!

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The Big 6

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How Do I Choose!?
Primary Networks:
• Always start w/ Facebook. Chances are your audience is
there (1.2 billion users!).
• Twitter is a solid choice as well.
• Google+ For SEO and networking.
Secondary Networks:
• Understand your audience. Where are they active online?
• Where are you most comfortable?
• What is your product or service? Is it visual?
• Start w/ 2 or 3 max

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Secondary Networks (cont’d)
Choose Pinterest if:
 You have a visual product or service
 You want to drive traffic to your blog/website
 Your target market is middle aged women
Choose YouTube if:
 You have products to review
 Your service needs explaining (how-to videos)
 You want to grow your presence quickly
Choose Linkedin if:
 You are a B2B company
 You are expanding
 You regularly hire contractors/freelancers

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Instagram & Vine: Niche Networks
Instagram
• Photo sharing network
Vine
• 6 second video sharing

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3. WHAT TO SHARE?
Share stuff they’ll love!
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Share Great Content
Keep it visual! Images work best.
Make sure it’s interesting!
Create original content about your
business.
Borrow from industry leaders.
Always ask yourself: Is this useful,
entertaining or inspiring?
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Context-Specific Content
• Users visit specific networks in specific
settings and at specific times (context)
• Does your content fit into that context?
• Pinterest = Visual
• Facebook = Entertaining
• Twitter = Short form “tweets”
• Example: Don’t share textual, boring
images to Pinterest, or try and write a blog
post on Facebook.
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WHEN TO SHARE?
Reach your audience at the right time
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Tips for Scheduling Your Social Media
• Ask Yourself:
• How much time do you have each week to
commit to social media?
• When is my audience likely online?
• Keep a simple schedule (1-2 posts/day)
• Keep it consistent (post around those times
every day)
• Use a scheduling tool (Hootsuite or Buffer)
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How Much Is Too Much?
Set Your Baseline:
• Facebook: 2-3/day up to 5
• Twitter: 10/day average
• Google+: 1-2/day
• Pinterest: 1-2/day
• Linkedin: 1/day
• Quality over quantity
• Find what works and then turn up the volume!
• Commit to a baseline of quality, consistent content.
• Add to it when something arises.
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BUILDING SOCIAL EQUITY
What’s your Social Media credit score?
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“Give without expectation of reciprocation”
-Ryan Hanley

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Grow By Giving
• Share, listen, participate and engage.
• Follow everyone and follow back!
• Explore competitors’ social media— they
have the audience you want.
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SOCIAL LISTENING
They’re talking about you, whiter you’re there
or not!
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How To “Listen” on Social Media
• Join relevant groups
• Follow industry leaders
• Setup keyword
searches in Hootsuite
• Google Alerts
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46. 10 TIPS FOR SOCIAL
SUCCESS
Remember these 10 things for guaranteed success!
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1. SOCIAL MEDIA IS A
MARATHON, NOT A RACE
There is no “end game” as your audience is
always growing, and your conversations are
always changing.
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2. SET GOALS AND
MEASURE RESULTS
It is for your business, after all.
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3. BUILD
RELATIONSHIPS FIRST!
Let others do the work!
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4. ENGAGE, ENGAGE,
ENGAGE!
Build authority.
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5. “LISTEN” FOR IDEAS
They ask, you answer.
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6. BE CONSISTENT
Build trust.
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7. REMEMBER THE 80/20
RULE
80% Shared content, 20% Owned or Sales
content
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8. KEEP IT VISUAL
Images receive 50-100% more engagement
on all networks.
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9. “CONSIDER THE
CONTEXT”
Your audience will thank you for it.
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10. HAVE FUN! IT’LL SHOW!
Social media is transparent, don’t be afraid to
show your fun side.
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FIN.
Discussion time!
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