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DIY MarketingHow to Promote Your Business
Through Social MediaEd Mayuga, AMM Communications
The Ground Rules
This is an open forum, so please ask questions and discuss your experiences.
Please use the Twitter hashtag if you have a web-enabled mobile device.
We will use the hashtag #EBTU .Let me know what you want to get out of
this class using this hashtag.My goal with this presentation is for you to
walk away with 3 ideas to implement tomorrow!
The purpose of this course is to…
To help build YOUR BRAND.
PR Practitioners, like me, have assisted individuals and companies in the development and protection of corporate brands.
In 2007, Tom Peters wrote an article in Fast Company…
You “The Brand Called You”
“To be in business today, our most important job is to be head marketer for the brand called You.”
Have you ever been curious…
Why social media has “taken off” in the last few years?
Because people and companies are harnessing the power to advance ideas and build their brands.
PR practitioners have the opportunity to generate content to benefit their clients.
You can succeed with just a little time and effort…
First of all, what can you do with Social Media?
Share your knowledge…
Build expertise and gather testimonials…
Make people remember you…
And ultimately, increase…
Just how big is Social Media?
Anyone, from anywhere, can distribute content…
The main reason to engage in Social Media marketing is…
To drive traffic to your website and build your brand!
Objection #1: My client base is not teens and young adults
The “average” social network user was born when this album was released:
1973 = 37 years old
The average LinkedIn user graduated from high school the year this movie was popular
1966 = 44 years old
The average Twitter user graduated college the year his show premiered:
1993 = 39 years old
The average Facebook user turned 30 the year of these Olympics:
Making them 38
First “Call to Action”
Even if you don’t intend to use a social network, like Twitter, sign up anyway because it’s FREE and you can lock in your username.
Also, you can start to passively start to build a following.
Objection #2: I don’t have time to manage my e-mails much less my Social Media profiles
TwInbox
Second “Call to Action”
TwInbox
Sign up for a Hootsuite or TwInbox account.
Objection #3: I can’t track the ROI on my time spent on Social Media.
Google Alerts
What can do?
bit.ly is a utility that allows users to shorten a long URL, share it, and then track the resulting usage.
For example, you can turn this link:
http://maps.google.com/maps?f=d&saddr=New+York+Penn+Station&daddr=9th+Ave+%26+14th+St,+New+York,+NY&hl=en&geocode=&mra=ls&dirflg=r&date=11%2F12%2F08&time=4:13pm&ttype=dep&noexp=0&noal=0&sort=&sll=40.746175,-73.998395&sspn=0.014468,0.036392&ie=UTF8&z=14
Into this link:
http://bit.ly/CUjV
This makes it easier to include the link in an email or Twitter post without it breaking or taking up too much space.
How do I see how many times a URL was clicked on?
Every bit.ly link has an Info page that shows the number of clicks and other relevant data.
For example, to get to the Info page for this bit.ly link:
http://bit.ly/CUjV
You’ve got several options:
• Add a “+” sign to the end of the link — http://bit.ly/CUjV+• Add “/info/” in the middle of the link — http://bit.ly/info/CUjV
Third “Call to Action”
Sign up for…
Google Alerts
Google Analytics
Three Ways to Get Media Exposure
Steve Harrison from Reporter Connection.
REMEMBER: Content is…
King (or Queen)
Ask yourself, “Why would anyone care to follow, or buy from me?
Strategy #1 -- Get publicity immediately by tying-in with breaking news stories.
Do you have a product or service that can help
job applicants land?
Strategy #2 -- Get publicity year-round by building friendships with journalists who write about your topic.
Start reading industry-related periodicals and find out which reporter writes about your area.
Strategy #3 -- Get publicity easily by using proven headline formulas as "hooks."
What’s in store for Mortgage Interest Rates? Here’s the
latest…
A Five-Point Action Plan for DIY Social Media Marketing
1) Learn the basics - Blogs, Twitter, and Facebook updates are ideal for communications.
2) Set goals - Remember that SM is about fostering connections between people. Focus on individual and organizational needs first, technology second.
3) Get everyone on board - SM participation doesn't have to involve commenting on blogs or wikis, but simply reading them.
4) Stay tuned - Businesses blow it when they don't participate in the conversations about them in social media.
5) Monitor results - Are your SM efforts increasing the number of leads to prospective customers?
From the IBD Article on Thursday, December 17, 2009 - "Harness Social Web Sites"
1) Learn the basics – The Big Five
Facebook – King of the Internet
=
Great for engaging people who like your brand want to share their opinions, and view the latest news and videos from your company.
AMM Communications Fan Page
Heavily indexed by search engines, passing links and page ranks.
Establish yourself as an expert in your field by joining and commenting on groups.
Complete your profile. Ask for recommendations! Look at Shared Connections. Use the Faceted Search Feature.
Adapted from Sean Nelson, the author of the Social Media Sonar blog
Seven Top Mistakes
#1 – Bad Profile Photo
#2 - Lack of Detailing Your Profile
#3 – Ignoring Applications
13 LinkedIn Applications
#4 – Not Securing Recommendations
#5 – Fail to Join Enough Relevant Groups
LinkedIn Groups Directory
#6 – Overlooking Answers
Public Relations and Communications Professionals
#7 – Selling Directly
Call me now for this EXCLUSIVE offer!
Sign up today for our webinar… Spaces are limited!!!!!
Twitter Search Operators
New study by Rutgers University professors Mor Naaman and Jeffrey Boase:◦Dissected more than 3,000 tweets from more than 350
Twitter users ◦Concluded that 80% of users are “meformers” meaning
writing mostly “me now” updates covering everyday activities, social lives, feelings, thoughts and emotions, according to the researchers.
◦So how do you write tweets that matter?
Follow the 70/20/10 Rule Educational consultant and Twitter
Maven Angela Maiers (@angelamaiers) suggest that 70% of your tweets inform or share resources.
Use the next 20% of your tweets to connect. Engage in conversations, reply to questions, introduce colleagues.
She says that it’s OK if the last 10% is “chirp”, or chit-chat about yourself, your life and your thoughts.
Your mother probably gave you the same advice: Instead of talking about yourself all the time, give others the chance.
70%
10%
20%
Customer CommunicationBrand ExposureTraffic to your siteSEO
You want this…
You want this…
Not this…
Not this…
So, now that I’ve shown you the Big 5…
What else can you do to generate content for your web site?
Establish a clear social media policy:
Six Key Elements (Sharlyn Lauby on Mashable.com):
Leverage the positive. Show employees the benefit of engaging in social media. Who takes the lead?
Focus on what the employees can do rather than what they can’t do.
Be responsible. Exercise good judgment for what you write and clearly define the consequences of any unethical behavior.
Be authentic. Always state who you are and who you represent.
Bring value. Provide worthwhile information and relevant perspective.
Respect copyrights and fair use. Give credit and seek permission where applicable.
Back to our Five-Point Action Plan for DIY Social Media Marketing…
1) Learn the basics - Blogs, Twitter, and Facebook updates are ideal for communications.
2) Set goals - Remember that SM is about fostering connections between people. Focus on individual and organizational needs first, technology second.
3) Get everyone on board - SM participation doesn't have to involve commenting on blogs or wikis, but simply reading them.
4) Stay tuned - Businesses blow it when they don't participate in the conversations about them in social media.
5) Monitor results - Are your SM efforts increasing the number of leads to prospective customers?
From the IBD Article on Thursday, December 17, 2009 - "Harness Social Web Sites"
Final Thoughts on Social Media
Be Consistent and Don’t Be Afraid to Follow Up.
Find and Follow Industry Influencers Use Social Media for Giveaways and
Promotions.Don’t Be Creepy.Pick one application at a time and master
it!
Additional Local Resources:
For Internet Content Marketing:www.russhenneberry.comNew Media Strategies – Erin Eschen:http://erineschen.blogspot.com/JavaSTL’s Shared Items – Brad Hogenmiller:http://www.google.com/reader/shared/bradhogenSpoke Marketing|Branding|Interactive:http://www.wearespoke.com/
Thank You! Now for more Q&A…
Ed MayugaGoogle Voice: (314) 485-9810Fax: (314) [email protected] me on Twitter: www.twitter.com/elmayuga
Facebook: www.facebook.com/elmayugaLinkedIn: www.linkedin.com/in/elmayugaBecome a fan of AMM Communications on Facebook
