Digital Leverage: Social Media Strategies for Business

1. Digital Leverage: Social Media Strategies for Business Presented by: Tom Jackson, Sale Fish Marketing

2. What is Social Media Marketing An ONLINE COMMUNITY shared with people who like and do similar things that you like and do A place to have a CONVERSATION with colleagues, fellow consumers, and customers A place where people GIVE and GET information about things that interest them Social Media is simply people COMMUNICATING through new technologies

3. Traditional Marketing eMail Blasts TV Ads Direct Mail SisyphusGreek God of Marketing Telemarketing Tradeshows

4. Why Social Media TV Ads eMail Blasts Direct Mail Telemarketing Tradeshows

5. Web versus Internet Prince: Web is Dead Google’s #1 Fear…Social Media Google ”only .004% on content is indexed”

6. Web is Dead, Long Live the Internet Internet 77% Web 23% http://www.wired.com/magazine/2010/08/ff_webrip/all/1

7. The Search Page Paid Search Results Search Term Natural Search Results

8. Web Page- SEO “Banner Blindness”, People do not focus on the paid ads.

9. Web Page - SEO • What is the ROI? • Paid links have little activity • Inorganic links have about 50% • Organic links have the remaining 50%

10. Web Page Google bought Urchin ‘05 for $30MM(aka Google Analytics) Now Free? Is it Google.org ???

11. SEO Optimization June 8th 2010 NEW! Ranking Triad = Paid traffic is EXPENSIVE - ad budgets are shifting Paid traffic is HARD - Goolge “slaps”, quality, increased competition Paid traffic is declining…rapidly

12. Key to Social Media Optimization (SMO) 1: Do Not be Unique 2: Be Consistent 3: Be Relevant

13. Digital Brand Social Media = People Keywords are skill focused Resource: ? Websites = Companies Keywords are Product focused Resource: Google Adwords

14. Social Media for Business Thought Leadership Brand Leadership

15. Secret of SMO What is it You and your Company do? Who are the Clients you are Targeting? Relevancy and Consistency

16. What People Think of Social Media

17. Punching Through the Noise To get ‘heard’ think Baseball game

18. Digital Branding – Branding Digitally What do these three items have in common?

19. Digital Brand - LinkedIn Start with your business card. What is your Job Title?What is your Name? Acme Technology Dallas, TX Bob Smith Senior Account Executive Solutions Analyst = Information Technology Account Executive Products: Software / Hardware

20. Digital Brand - LinkedIn Using LinkedIn's Advanced Search page. Find your relevant job title(s). As an example type in ‘Information Technology’. 100,000 What is another word for Information Technology?

21. Digital Brand - LinkedIn Let’s try ‘IT’ instead of Information Technology 1.1Million Now you are 1 of 1,000,000

22. Digital Brand - LinkedIn Type in your title ‘Account Executive’ 620,000 Account Executive may be what your company calls you. What does your spouse, neighbors or friends say you do??

23. Digital Brand - LinkedIn How about ‘Sales’ 3.7 Million • However, who is really looking to hire a….- IT Person? • Sales Person?-Project Manager? • Engineer? • Nobody!

24. Digital Brand - LinkedIn IT SALES with 34,250 Take IT (>1M) plus Sales (>3M) you get….. You become 1 IN a 1,000,000 by utilizing Key Skill Title Combinations. People are looking for IT SALES

25. Search Engine - Matrix Business Development Sales Operations Strategic Marketing Engineer Targeted Titles Strategic Sales Business Operations Sales Engineer Matrix Titles TIP: Think word re-use. More search terms with fewer characters

26. Putting the Pieces Together

27. Social Media Image Separate Business and Pleasure Linked should always be Professional Facebook (personal) now has Fan Pages (business) Twitter have Multi ‘usernames’ (personal / business)

28. Social Media ALL Social Media sites share a common thread…. 1: Your Name- Thomas not Tom 2: Your Brand - Your LinkedIn ‘Headline’ 3: Your Email - One you are using

29. Social Media Facebook: >500 Million users- 50% of users log in daily - If Facebook were a country – would be 3rd largest - People spend 500 Billion minutes per month on Facebook Twitter: >100 Million users- Adding 300K users per day - >75% of Twitter traffic comes from external sites - >600 Million search request per day LinkedIn: >75 Million users- 60% High Income users, $100K + - Incomes of $200K to $300K are 7X more likely to have over 150 connections - Traffic Up 323% in one year

30. Social Media – “the numbers game” Somewhere between Metcalfe’s Law 20 People 190 Connections 500 People 124,730 Connections

31. Social Marketing – LinkedIn Company’s Social Media Sites Employees Of the Company Referral Strategy Imbed LinkedIn Connections LinkedIn Updates Link These are people you “know” This is your referral network

32. Social Marketing Strategy – Twitter

33. Twitter Jump Start – News Reader Scan the ‘Headline’ and RE-Tweet what you like and what is consistent with your message.

34. Social Marketing Content Strategy High Website Email Marketing Content Depth Low High Low Frequency of Interaction

35. Social Marketing Content Content Generation Content Distribution

36. Social Marketing is all about TRUST Inform Entertain Interact Convert Inform Entertain Interact Convert Inform Entertain Interact Convert Inform Entertain Interact Football score Inform Entertain Interact Great movie Inform Entertain Heard this joke Convert

37. Leveraging Social Media & Your Website Social Media Attracts and Drives Web Traffic

38. Leverage Your Digital Assets Webpage is critical- You own it - ‘Engage’ - Landing Page Content already exists- Newsletters - Collateral, Brochures Outbound marketing grows- Inbound traffic data - CRM ‘ROE’ Return on Engagements

39. What does Social Media Cost? • Social Media is as Free as a Puppy….. • You must care for it daily • You must feed it daily • You sometimes have to clean up after it

40. 10 Social Media Traps Set up ALL social media under company email Define a Social Media guidelines with HR Outline what is appropriate to say via Social Media Assign who can use Social Media You will attract some ‘bad press’, respond accordingly Once you start do not stop Filtering out followers Setting security too high Replacing other forms of marketing with Social Media Trying to sell

41. Marketing Traps

42. Social Marketing 3 Step Approach Define Digital Brand Social Media Plumbing Start Publishing, Build Up a Body of WorkEducate, Inform Timing: <1 month Continue Publishing & Recycling Comment on Industry Blogs Grow Followers………….Educate, Inform Timing: <3 months Continue Publishing and Growing Engage Educate, Inform Engage Educate, Inform To be ‘Followed’ you must ‘Lead’Define your ‘Digital Brand’ - Simple relevant and consistent message - Simple single search term (SST) - Simple theme: Educate, Inform, Engage

43. Questions

44. Digital Leverage: Social Media Strategies for Business By Tom Jackson Sale Fish Marketing 972.740.7367 Tom@SaleFishMarketing.com www.SaleFishMarketing.com www.linkedin.com/in/thomasjacksonjr (10-2010)