The 4 Pillars of Social Media Marketing
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The 4 Pillars ofSocial Media Marketing
Created and Presented by
Nicholas Scalice@nscalice
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HelloWhat is Social Media?
How Social Media Can Help YouThe 4 Pillars of Social Media Marketing
The “Big Four” PlatformsFinal Thoughts
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I do this stuff
at this agency
Who Am I?
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Social Media Marketing
Listening and engaging with a target audience using various online platforms in order to
create a transaction
What is Social Media?
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• “The phrase ‘social media’ is nothing more than a way of referencing the current state of the Internet.” – Gary Vaynerchuk
• A disruption in the waythe world communicates
• The first medium that has scaledword-of-mouth advertising
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• It’s starts with listening
“More Pulling, Less Pushing”
• Personalize your brand
• Maximize every opportunity for engagement
How Should You Use Social Media?
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Social Media is about
amplifying what you already do
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It’s ping pongrather than
archery
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Listen first,then respond
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• Years to reach 50 million users:• Radio (38 years)• TV (13 years)• Internet (4 years)• iPod (3 years)
Facebook added 100 millionusers in less than 9 months
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Target specific prospects and generate more leads
Build a strong personal brand
Position yourself as an expert in your field
Make yourself more accessible
Get more referrals
Keep in contact with your past clients or customers
Save money on traditional advertising methods
But What Can All of This Help ME do?
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Build and optimize your brand image (Identity)
Share what is relevant and valuable (Content)
Generate awareness by getting in front of your audience (Visibility)
Make connections and start conversations (Interaction)
Identity Content Visibility Interaction
The 4 Pillars of Social Media Marketing
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IdentityBuild and optimize your brand image
The First Pillar
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Sales
Leads
Awareness
Buzz
Thought leadership
Goals: What Do You Want?
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How are you different?
Create a brief pitch that is:
Catchy – Why should I remember you?
Unique – How are you different?
Engaging – What makes me want to take action?
What’s Your CUE Statement?
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Develop consistent branding, images, titles, biographies, and usernames
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Your website is your hub and your home base
Your website must have:
Pages that load fast
An email capture form
Links to your social profiles
A visible CUE statement
A call-to-action on every page
And the #1 secret to a successful site . . .
Your Website is the Central Hub
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Your blog is the energy source of your site
4 reasons why you need a blog:
• Get found on search engines for keywords• Establish yourself as a local expert• Show your visitors that you’re staying current• YOU own the content
Having a Blog and Using it Wisely
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• In fact, 42% of consumers look to blogs for information about potential purchases
• 52% of consumers say blogs have impacted their purchase decisions
• 57% of marketers have acquired new customers with their blogs
Blogs Convert Readers into Buyers
Source: LeadersWest Digital Marketing Journal
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ContentShare what is relevant and valuable
The Second Pillar
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2014 is the year of
Content MarketingStart creating guides, eBooks, PDFs,
slides, videos, infographics, etc.
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You should start talking about:
Best restaurants, schools, parks, shops, malls
Crime stats, typical weather, demographics
Individual neighborhood profiles
Local businesses, clubs, sports teams, etc.
You CAN Become an Expert
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• Write an in-depth review• Create a unique list• Summarize a technical term in simple language• Interview a client, customer or partner• Showcase a new product or service• Report on recent news and events• Invite guest bloggers to provide content• Explain how to do something better• Give an update about your industry• Create “______ of the week” posts
But Really, What Should I Say?
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Repurpose Your Content Effectively
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VisibilityGenerate awareness by getting in front of your audience
The Third Pillar
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Setting Up a Listening Station
+
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Use to share content across Twitter,
Facebook, LinkedIn, and Google+ at the ideal times
(BufferApp.com)
Scheduling Your Content
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• Every day is a “National Day of” something• March 12th was National Plant a Flower Day– Improve curb appeal by planting a flower
• Check out NationalWhateverDay.com• Incorporate current events into your content• Use trending topics to stay relevant
Timing is Everything
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• Find and follow local bloggers• Use Klout to seek out influencers in any niche• Search for specific phrases to find blog posts• Leave short, insightful comments• Don’t try to sell
Commenting on Other Blogs
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• You can answer questions anywhere you’d like
• Make it an everyday habit
Answer More Questions
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InteractionMake connections and start conversations
The Fourth Pillar
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• There is an ideal social media platform for virtually every type of target audience
• Social media is like a cocktail party
Will you join the conversation?
The Conversations are Already Happening
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• Understand why people are on Facebook
• Give them a reason to “like” your page
• Boost your EdgeRank
Interaction on Facebook
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• Approach Twitter as a way to build relationships
• It’s all about the what’s happening right now
• Dive into multiple conversations
Interaction on Twitter
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• Get your profile to “All-Star Status”
• Ask for and give recommendations
• Turn every business card into a connection
Interaction on LinkedIn
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• Think of Google+ as a “social layer” for search
• Set up Google Authorship for your articles
• Participate in and host Google+ Hangouts on Air
Interaction on Google+
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Final Thoughts
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Creating a routine and
analyzing your resultsare what transforms this
into a strategy
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What Does a Social Media Routine Look Like?
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Above all else, be consistent,
authentic, and honest
Always ask yourself,
“How is this action adding value to others?”
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• Follow me on Twitter – twitter.com/nscalice• Like us on Facebook – facebook.com/tengoldenrules
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