Practical, tactical social media

Todd Lohenry
e1evation, llc

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;-)

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The case for social media

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 11 myths of social media
• Social media is so easy we can • Social media marketing has no
hire an intern to do it.  rules. 
• Social media marketing is really • Social media marketing gets
hard. immediate results.
• Social media is only for the • Social media marketing is too
young. 
risky.  
• Social media is free.
• Social media marketing is
• Since social media marketing is
new.
labor-intensive, we should
offshore it. • Social media marketing
• Social media marketing success doesn’t apply to my business.
is all about rules and best
practices. – Tom Pick

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 ABA questions

What is social media?

Will social media really help me sell anything?

What social media sites should I use?

Why would anyone want to follow me on Twitter?

How should I find the latest and greatest social media sites?

How should I determine social media policy?

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 The killer question?
How can I
extend/expand my
current marketing
strategy to
include/leverage
social media and
still get home for
supper?
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What is social media?

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Media evolution

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 Definition of ‘social’ media
“Social media is media designed to be
disseminated through social interaction,
created using highly accessible and
scalable publishing techniques. Social
media uses Internet and web-based
technologies to transform broadcast media
monologues (one to many) into social
media dialogues (many to many).”
Wikipedia
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Average age of social media users

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Age distribution in social media

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Average age on social sites

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 The times, they are a changing…
2007 2010

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 Quantity vs. quality
“I say quality reigns supreme. The fact is effective
social networking and community building is
more about building meaningful, useful
conversations and relationships with those that
are interested in what you have to offer or say.
It’s not a get rich quick scheme. It takes time,
persistence, knowledge and dedication to
building these communities up, and the rewards
can be tremendous.”
Jason Yormark, Social Media Today

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Will social media help me sell?

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 Social Media is About ROI!
The relationship is apparent and significant: socially engaged companies
are in fact more financially successful. So now we know it pays to be
social, but it is important to note that by “social,” we’re talking about deep
engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)

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 Community ROI
• Higher purchase amounts by community vs. non-
community (30%)
• Higher frequency of purchase by community
• Lower cost of customer service (repeat customer
familiarity)
• Increased customer satisfaction
• Decreased cost of acquisition (advocacy driven)
• Lower cost of product development (using feedback
loop)
• Decreased cost of customer retention
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How small business
uses social media

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 It’s Time to Stop Shouting
• 100% - The increase needed in
advertising spend to add 1-2%
in sales
• Only 18% of TV ad campaigns
generate positive ROI
• 90% of people who can skip
ads do
• 76% of consumers don’t
believe that companies tell the
truth in advertisements
• 96% of Millennials have joined
an online social network

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What sites should I use?

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3 legged stool of social media

• Facebook
• Twitter
• LinkedIn

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Why would anyone follow me in
social media?

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The real question is why would
anyone listen to you. Period.

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 You have to be fascinating!
• The purpose of social media is “to establish
yourself as a fascinating subject-matter expert.”
• “It’s all about finding good stories, videos, and
blog posts about your subject and providing links
to these sources.”
• “The test for your social media efforts is whether
people find what you post so fascinating that
they retweet it.”
Guy Kawasaki
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 Example
“For example, if you own a restaurant, then
you could post a link to 
The Second Annual New York Foodie Photo Sc
avenger Hunt
, Cilantro Haters, It’s Not Your Fault, and 
Check It Out: Get Your Groceries At The Library
. Do this for a few months, and people will
recognize you as a food expert. And guess
what? They’ll come eat at your restaurant.”
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 Hubspot says…
“Each thoughtful post on your blog is a
public demonstration of your thought
leadership, personal integrity, humor,
and professional insights. You don’t have
to refute one of Einstein’s theories to get
respect.”
How do I find the latest and
greatest sites?

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The short answer is Mashable

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Oh, and e1evation too!

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How should I determine my
social media policy?

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PolicyTool.net

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“If you have more Money
than brains, you should
focus on Outbound
Marketing. If you have more
Brains than money, you
should focus on Inbound
Marketing.”
Guy Kawasaki

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Filling the social media
execution gap

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One minute Dana VanDen Heuvel;
marketingsavant.com

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 Thinkers vs. thought leaders
Thinkers Thought leaders
• Has as a point of view • Has a point of view
• Point of view is ‘private’ • Point of view is ‘public’

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 Public point of view
• …leads to share of voice
• …leads to share of mind
• …leads to share of market

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Visitors

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Visits

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Ranking

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Top Tweeter! ;-)
 Remember “Einstein's Razor”?

“Everything should be made as simple as

possible, but no simpler.”
 3 easy steps!

• Listen…
• Publish…
• Promote…
 What do I do?
• I listen to the internet using Google Reader to
create a virtual newspaper from my trusted
sources.
• I share my reactions and thoughts to what I
see via my blog-enabled website.
• I promote what I publish via social media
channels like Facebook, Twitter, LinkedIn, etc.
automatically.

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 What tools do I use?

• Google Chrome
• Shareaholic
• Posterous

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e1evation workflow

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Demo time

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 Execute!
• Again, Hubspot says…
– “The truth is you don’t have time *not* to blog. 
You probably already write blog articles, you just
don’t call them that.”
• Blogging is no less a natural process than
anything else you are currently doing to
promote your brand…
• Key? Use simple, inexpensive tools that
support repeatable processes…
“personal digital coaching”

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Got questions? We’ve got
answers…
http://e1evation.com

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