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Social media marketing world-2014
2. Lee
Odden
CEO,
TopRank
Marke2ng
Michael
Stelzner
CEO,
Social
Media
Examiner
Are
you
ready?
As
a
preview
to
Social
Media
Marke3ng
World,
TopRank
Marke3ng
and
Social
Media
Examiner
have
partnered
to
bring
you
this
surf-‐
themed
collec3on
of
awesome
social
media
2ps
from
#SMMW14
speakers.
From
top
social
brands
like
IBM,
LinkedIn
and
Whole
Foods
to
social
media
industry
thought
leaders
Mari
Smith,
Jay
Baer,
and
Mark
Schaefer,
you’ll
find
a
mix
of
prac3cal
insights
and
advice
to
guide
you
towards
the
perfect
social
media
wave.
Want
more?
Then
make
sure
you’re
registered
for
Social
Media
Marke2ng
World
2014
-‐
hKp://socialmediaexaminer.com/smmworld/
@Mike_Stelzner
and
@LeeOdden
3. In
addi2on
to
a
great
group
of
industry
thought
leaders,
thank
you
to
the
following
social
media
savvy
brands
for
contribu2ng
their
2ps
for
this
eBook.
4. Mark
Schaefer
Michael
Stelzner
Connie
Bensen
Cliff
RavenscraV
Viveka
von
Rosen
J
Jantsch
Jay
Baer
Amy
Porterfield
MaK
Gen3le
Mari
Smith
Michelle
Lapierre
Brian
Clark
Charles
Kautz
Jus3n
Levy
Neal
Schaffer
Brian
Carter
Dan
Gingiss
Tom
Mar3n
Jason
Miller
Jill
Rowley
Cynthia
Sanchez
Lee
Odden
Tim
Washer
Azure
Collier
Joe
Pulizzi
Laura
FiKon
Todd
Wheatland
Gini
Dietrich
Michael
Aaron
Bepko
Michael
Delgado
Andrew
Grill
Maria
Poveromo
Marcus
Sheridan
Lewis
Bertolucci
Becky
Carroll
Dennis
Yu
Andrea
Vahl
Mar3n
Jones
6. “There is something very
simple, something very
fundamental, that will set a
chosen few apart:
Are you human?”
@MarkWSchaefer
#SMMW14
7. #SMMW14
Where Is Social Media Going?
Mark
Schaefer
Execu3ve
Director
Schaefer
Marke2ng
Solu2ons
@markwschaefer
businessesgrow.com
Topic:
Industry
Trends
Track:
Social
Strategy
Presenta2on
at
#SMMW14
The
Future
of
Social
Media:
What
Businesses
Need
to
Know
We
can
debate
the
pressures
on
pla`orms,
distribu3on
of
content,
and
the
resources
needed
to
keep
up
with
the
latest
technology,
but
I
think
there
is
something
very
simple,
something
very
fundamental,
that
will
set
a
chosen
few
apart:
Are
you
human?
Isn't
that
the
essence
of
how
this
online
world
started,
why
we
love
social
media,
and
what
people
expect
if
you
are
going
to
build
trust
and
loyalty?
And
yet,
this
is
gebng
increasingly
lost
in
a
world
preoccupied
with
traffic,
search
rankings
and
automated
marke3ng
soVware.
Can
you
make
a
real
connec3on
that
will
stand
out
in
an
increasingly
noisy
world?
That
is
a
key
to
business
success
in
the
future,
as
it
always
has
been
in
the
past.
8. #SMMW14
Customize Tweets to Share:
Michael
Stelzner
CEO
&
Founder
Social
Media
Examiner
@mike_stelzner
socialmediaexaminer.com
Topic:
Industry
Research
Track:
Keynote
Presenta2on
at
#SMMW14
Social
Media
Marke3ng
in
2014:
What
the
Newest
Research
Reveals
Do
you
want
to
encourage
your
customers
to
get
the
word
out
on
TwiKer
once
they've
made
a
purchase?
Use
a
custom
tweet!
Here's
how:
All
you
need
to
do
is
use
a
service
like
ClickToTweet.com.
Paste
your
Tweet
text
and
link
into
ClickToTweet
to
create
a
URL
that
you
can
embed
on
a
page
aVer
a
purchase.
Doing
so
will
encourage
others
to
click
and
share
with
their
friends.
For
example,
we
have
a
page
that
says
"Tweet
your
excitement!
Click
here
to
tweet
that
you
are
aKending
SMMW14"
The
end
result
is
a
Tweet
that
goes
into
your
customer's
TwiKer
stream
promo3ng
whatever
they
just
purchased.
9. #SMMW14
Optimize LinkedIn for Lead Gen:
LinkedIn
can
be
more
effec3ve
than
TwiKer
and
Facebook
for
B2B
lead
gen
with
these
3ps:
Relevant
and
3mely
content.
Leverage
LinkedIn's
demographic
segmenta3on
features
to
develop
content
for
various
audiences
and
deliver
it
on
3me
for
maximum
sharing.
Engage
frequently
and
directly.
Post
and
respond
to
comments.
This
will
help
build
your
company's
influence
and
the
targeted
communica3on
fosters
trust
and
loyalty.
Post
company
updates
and
news.
People
enjoy
reading
new
informa3on
about
their
favorite
brands.
Post
frequent
status
updates
to
keep
your
customers
up-‐to-‐date
on
events
and
offers.
Great
examples
to
learn
from
include:
Dell,
Salesforce,
Hubspot,
and
Zipcar.
Connie
Bensen
Global
Social
Strategy
&
Governance
Dell
@cbensen
dell.com
Topic:
Big
Brand
LinkedIn
Marke3ng
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
How
Brands
Are
Benefi3ng
from
LinkedIn
10. #SMMW14
Podcasts: Greatest Investment
Cliff
RavenscraV
Podcast
Producer
PodcastAnswerMan
@gspn
PodcastAnswerMan.com
Topic:
Podcas3ng
Track:
Content
Marke3ng
Presenta2on
at
#SMMW14
Six
Reasons
Why
Podcas3ng
Is
The
Best
Investment
For
Building
Your
Pla`orm
Crea3ng
an
audio
podcast
is
the
single
greatest
investment
that
you
can
make
to
take
your
online
marke3ng
to
the
next
level.
There
are
so
many
benefits
to
an
audio
podcast
that
no
other
online
pla`orm
comes
close.
One
of
my
favorites
is
that
there
is
“No
Screen-‐
Time
Required.”
Over
97
million
people
drive
to
work
alone
every
day
and
over
47
million
own
a
gym
membership.
What
this
means
is
that
people
can
be
100%
focused
on
every
single
word
you
speak
in
your
audio
podcast
and
s3ll
be
100%
focused
on
driving,
jogging,
walking
the
dog,
etc.
Give
it
a
try.
Start
by
subscribing
to
Mike
Stelzner’s
Social
Media
Marke3ng
podcast
and
have
a
listen
on
your
next
commute
or
walk.
11. #SMMW14
You Won’t Sell Stuff on LinkedIn:
Viveka
von
Rosen
Founder
Linked
Into
Business
@LinkedInExpert
linkedintobusiness.com
Topic:
LinkedIn
Marke3ng
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
How
to
Find
Prospects
on
LinkedIn:
Advances
Strategies
The
key
to
successful
selling
on
LinkedIn
is
moving
from
people
“knowing”
you
to
“liking
and
trus3ng”
you.
• Make
sure
your
profile
accurately
represents
you
and
your
brand.
• Establish
connec3ons
with
your
target
market.
• Share
useful
content
through
the
use
of
updates,
group
discussions
and
messages.
Do
this
and
stay
top
of
mind
with
your
connec3ons
and
before
you
know
it,
your
prospects
will
be
coming
to
you!
12. #SMMW14
Re-Live Your Best Waves :
John
Jantsch
Author,
Speaker,
Founder
Duct
Tape
Marke2ng
@ducKape
ducKapemarke3ng.com
Topic:
Integrated
Social
Track:
Social
Strategy
Presenta2on
at
#SMMW14
How
Businesses
Are
Integra3ng
Inbound
and
Outbound
Marke3ng
and
Sales
to
Win
Customers
for
Life
Give
your
best
content
a
new
wave
to
ride.
Most
people
amplify
their
most
recent
content
in
social
channels.
But
don’t
forget
to
go
back
and
re-‐promote
your
best
posts
from
the
past.
Social
media
exposure
is
short
lived.
Give
new
life
to
old
posts.
14. #SMMW14
Tap Collective Social Power:
Jay
Baer
Speaker,
Consultant,
Author
Convince
&
Convert
@jaybaer
convinceandconvert.com
Topic:
Employee
Marke3ng
Track:
Social
Strategy
Presenta2on
at
#SMMW14
How
to
Turn
Your
Employees
Into
Your
Best
Social
Media
Advocates
Smart
companies
realize
that
social
media
is
about
people,
not
logos.
Collec3vely,
your
employees
have
far
more
social
connec3ons
than
your
company
is
ever
likely
to
accrue.
So,
the
path
to
broadening
your
organiza3on's
reach
and
engagement
in
social
media
should
start
inside
your
own
walls,
by
surveying
your
team
to
determine
where
and
how
they
are
already
ac3ve
in
social
media.
15. #SMMW14
It’s All About the List:
Amy
Porterfield
Consultant
Amy
Porterfield
@amyporterfield
amyporterfield.com
Topic:
Facebook
Marke3ng
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
How
to
Grow
Your
Email
List
With
Facebook:
7
Easy
to
Implement
Strategies
The
energy
of
your
business
is
directly
3ed
to
your
email
list.
Facebook
ads
are
one
of
the
most
powerful
lead
genera3ng
pla`orms
for
small
businesses
today.
Specifically,
"Page
Post
ads"
that
drive
traffic
to
a
free,
valuable
giveaway
(such
as
a
free
video
training,
eBook,
or
cheat
sheet)
are
extremely
effec3ve.
These
ads
are
inexpensive,
highly-‐targeted
and
can
be
completely
automated.
It
may
take
a
liKle
trial
and
error,
but
once
you
find
that
sweet
spot
where
your
ads
are
consistently
producing
results,
you'll
be
hooked!
16. #SMMW14
Learn & Manage Brand Voice
MaZ
Gen2le
Global
Director,
Social
Media
Century
21
@MaKGen3le
thesocialguyblog.com
Topic:
Big
Brand
Strategy
Track:
Social
Strategy
Presenta2on
at
#SMMW14
Social
Strategy
for
Big
Business
How
do
you
learn
the
voice
of
a
brand
and
how
do
you
manage
it?
It
starts
by
understanding
the
culture,
history,
mission
and
vision
of
the
company.
It
is
the
people
who
make
up
the
brand’s
voice
from
the
mailroom
to
the
boardroom.
To
do
it
well,
it
requires
commitment,
3me
and
the
ability
to
listen.
Today’s
consumer
demands
authen3city,
you
can’t
fake
it.
Understanding
your
audience
is
key
to
managing
the
brand
voice.
If
you
understand
your
audience,
then
you
will
understand
what
your
message
means
to
your
audience
on
each
social
network
where
you
engage.
Use
a
social
media
management
pla`orm
to
op3mize
your
efforts
and
empower
everyone
in
the
organiza3on
to
use
it.
17. #SMMW14
Amp Up Facebook Organic Reach:
Mari
Smith
Social
Media
Consultant,
Speaker,
Trainer
@marismith
marismith.com
Topic:
Facebook
Marke3ng
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
Profitable
Facebook
Marke3ng:
A
Step-‐by-‐Step
Guide
To
Turning
Fans
Into
Paying
Customers
Consider
increasing
the
frequency
of
your
Facebook
Page
posts
to
boost
your
organic
reach.
If
you
typically
post
2x
a
day,
try
doubling
that
to
4x.
Make
sure
your
posts
are
top
QUALITY,
relevant
and
3mely.
Include
periodic
invita3ons
to
sign
up
for
offers,
but
craV
the
wording
in
a
warm,
personal
way
that
your
audience
can
connect
with.
Plus,
engage
at
every
opportunity.
Great
examples
to
study
include:
Richard
Branson,
Dr.
Wayne
W.
Dyer,
KLM,
and
Sprint.
18. #SMMW14
Speak Customer:
Michelle
Lapierre
Senior
Director,
Customer
Experience
&
Social
Media
MarrioZ
Rewards
marrioK.com
Topic:
Social
Care
Track:
Community
Management
Presenta2on
at
#SMMW14
Social
Care:
How
Social
Media
Marke3ng
and
Customer
Service
Form
a
Winning
Team
If
you’re
really,
truly
into
customer
engagement,
stop
sounding
like
a
s3nkin’
sales
brochure.
Customers
could
care
less
about
how
YOU
see
your
features
&
benefits
(they
won’t
believe
you
anyway)
so
why
not
drop
that
silly
talk
and
speak
with
them
honestly.
You’re
trying
to
be
pals,
and
pals
never
say
“Hey
pal,
let
me
tell
you
about
my
new
enhanced
feature!”.
At
least
my
pals
don’t
say
that…
19. #SMMW14
Building An Audience:
Brian
Clark
Founder
&
CEO
Copyblogger
Media
@brianclark
copyblogger.com
Topic:
Blogging
Track:
Content
Marke3ng
Presenta2on
at
#SMMW14
How
to
Build
a
Mul3-‐Author
Blog
for
More
Visibility
and
Sales
Building
an
audience
is
like
surfing
…
you’re
riding
the
waves
of
aKen3on
to
get
you
where
you
want
to
go.
When
adding
other
writers,
ask
yourself
–
is
this
person’s
voice
going
to
help
me
ride
bigger
waves,
or
am
I
heading
for
a
wipeout?
20. “A beginner’s mindset goes
a long way to bring an
audience, vibrantly,
somewhere they can’t go.”
@CharlieKautz
#SMMW14
21. #SMMW14
Kid Smart In Real-Time:
Charles
Kautz
Global
Marke3ng
/
Special
Projects
TaylorMade-‐adidas
Golf
@CharlieKautz
hackgolf.org
Topic:
Real-‐Time
Engagement
Track:
Social
Strategy
Presenta2on
at
#SMMW14
Real-‐3me
Marke3ng:
How
Big
Brands
Engage
Fans
in
the
Moment
If
your
job
is
to
provide
social
coverage
for
an
event
in
real
3me,
say,
a
new
or
exclusive
environment,
experience
or
sebng,
approach
it
like
a
kid
at
an
amusement
park.
A
beginner’s
mindset
goes
an
incredibly
long
way
in
trying
to
bring
an
audience,
vibrantly,
somewhere
they
can’t
go.
Check
your
assump3ons
at
the
door
for
what’s
interes3ng;
let
your
five
senses
guide
you.
22. #SMMW14
Guide Your Social Foundation:
Jus2n
Levy
Director,
Social
Marke3ng
Citrix
@jus3nlevy
jus3nrlevy.com
Topic:
Social
Media
Guidelines
Track:
Social
Strategy
Presenta2on
at
#SMMW14
How
to
Deploy
Social
Media
Guidelines
Across
the
Enterprise
Don’t
forget
about
social
media
guidelines.
These
guidelines
provide
the
founda3on
for
your
employees
as
they
engage
through
social
media
channels.
They
shouldn’t
be
too
long
or
hard
to
understand.
There
are
a
number
of
great
examples,
including
from
respected
brands
such
as
Coca-‐Cola
and
Intel,
that
you
can
use
as
the
basis
for
developing
your
guidelines.
If
you
represent
a
global
company,
considera3on
will
need
to
be
provided
for
how
these
guidelines
are
received
in
various
regions.
23. #SMMW14
Social Selling With LinkedIn:
Neal
Schaffer
Author,
Founder
Maximize
Social
Business
@NealSchaffer
maximizeyoursocial.com
Topic:
Social
Strategy
Track:
Social
Strategy
Presenta2on
at
#SMMW14
9
Ways
to
Stand
Out
From
Your
Compe3tors
Using
Social
Media
LinkedIn,
more
than
any
other
pla`orm,
is
most
effec3ve
when
your
en3re
company
is
behind
your
efforts.
Don't
just
stop
at
marke3ng
your
Company
Page:
Get
your
salespeople
involved
with
using
LinkedIn
for
Social
Selling.
Get
your
employees
involved
as
part
of
an
Employee
Advocacy
program.
Don't
forget
the
targeted
status
update
opportuni3es
you
have
for
Paid
Social
on
LinkedIn
too!
24. #SMMW14
Home Run Social Media:
Brian
Carter
CEO
The
Carter
Group
@BrianCarter
briancarteryeah.com
Topic:
Customer
Loyalty
Track:
Social
Strategy
Presenta2on
at
#SMMW14
How
to
Increase
Customer
AKen3on,
Sales
&
Loyalty:
The
Perpetual
Promo3on
Machine
Successful
social
media
requires
a
cohesive
digital
marke3ng
approach.
Digital
marke3ng
channels
are
all
different
and
each
have
strengths
and
weaknesses.
They
work
together
like
players
on
a
baseball
team.
You
don't
always
need
your
catcher
to
hit
home
runs.
But
you
can't
win
if
all
your
players
are
catchers.
Make
sure
you
have
all
the
pieces
you
need
to
win
with
your
social
media
and
digital
marke3ng.
25. #SMMW14
Winning @ Social Service:
Dan
Gingiss
Director,
Digital
Customer
Experience
&
Social
Media
Discover
Financial
Services
@dgingiss
discoverfinancial.com
Topic:
Social
Care
Track:
Community
Management
Presenta2on
at
#SMMW14
Social
Care:
How
Social
Media
Marke3ng
and
Customer
Service
Form
a
Winning
Team
Doing
customer
service
well
in
social
media
is
a
breeze
if:
a) You
already
have
a
superior
product
or
service
b) You
already
have
outstanding
customer
service.
But
if
you
are
missing
either
one
of
those
or
both,
you
need
to
address
those
weaknesses
before
even
aKemp3ng
social
service.
26. #SMMW14
Go To The Wave With Content:
Tom
Mar2n
Author,
Founder
Converse
Digital
@TomMar3n
conversedigital.com
Topic:
Social
Selling
Track:
Social
Strategy
Presenta2on
at
#SMMW14
How
To
Painlessly
Prospect
For
Customers
with
Social
Media
Using
content
to
painlessly
prospect
for
sales
leads
is
a
lot
like
surfing.
You
goKa
go
to
the
wave.
Whether
that
means
finding
the
best
surfing
beaches
or
paddling
out
to
the
best
waves…
the
waves
don’t
come
to
you,
you
go
to
the
waves.
So
instead
of
focusing
all
of
your
content
marke3ng
efforts
on
winning
surfers
hearts
and
clicks
via
Page
One
of
Google,
use
social
pla`orms
like
TwiKer
to
locate
your
prospects’
favorite
beaches
and
then
show
up
there
oVen
to
say
“Hey
Dude”.
28. #SMMW14
Organic Is Good. Paid is Better:
Jason
Miller
Senior
Manager,
Content
Marke3ng,
Marke3ng
Solu3ons
LinkedIn
@JasonMillerCA
rocknrollcocktail.com
Topic:
LinkedIn
Marke3ng
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
7
Tac3cs
for
Integra3ng
LinkedIn
into
Your
Marke3ng
Strategy
We
all
want
to
believe
that
organic
posts
on
social
networks
are
all
we
need
to
spark
engagement.
But
your
promo3onal
strategy
must
include
paid
placements
as
well.
Relying
only
on
organic
strategies
to
drive
results
is
analogous
to
hanging
out
with
the
same
high
school
group
your
en3re
life.
To
grow,
you
have
to
expand
beyond
your
immediately-‐familiar
community
and
break
through
to
those
coveted
second-‐
degree
connec3ons.
29. #SMMW14
Optimize Your Reputation:
Jill
Rowley
Social
Selling
&
Social
Business
Evangelist
Oracle
Eloqua
@jill_rowley
linkedin.com/in/jillrowley
Topic:
Big
Brand
LinkedIn
Marke3ng
Track:
Social
tac3cs
Presenta2on
at
#SMMW14
How
Brands
Are
Benefibng
From
LinkedIn
2014
is
the
year
of
#ProfessionalBranding
and
the
#SocialEmployee.
It’s
3me
to
move
from
using
LinkedIn
as
a
resume
to
using
LinkedIn
for
your
online
reputa3on.
If
you’re
in
Sales,
op3mize
your
profile
for
the
Buyer
versus
the
Recruiter.
Eliminate
the
#QuotaCrusher
#ExpertNego3ator
language.
Include
rich
content
(videos,
infographics,
podcasts,
eBooks,
blog
posts)
that
inform
your
buyer
and
helps
establish
your
subject
maKer
exper3se.
Always
be
connec3ng
&
cura3ng
quality
content!
30. #SMMW14
Social Pictures That Engage:
Cynthia
Sanchez
Founder,
Strategist
Oh
So
Pinteres2ng
@OSPinteres3ng
ohsopinteres3ng.com
Topic:
Pinterest
Marke3ng
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
How
to
Grow
a
Loyal
Pinterest
Following
We’ve
all
heard
that
a
picture
is
worth
1,000
words
and
in
social
media
pictures
play
an
even
bigger
role.
Keep
in
mind
that
pictures
are
open
to
interpreta3on
by
the
viewer.
Before
using
an
image
on
social
media
and
even
on
your
blog,
ask
yourself
does
this
image
communicate
my
message
well
and
can
it
easily
be
misinterpreted?
A
simple
text
overlay
might
be
all
that
is
needed
to
help
clarify
your
message
and
help
you
to
engage
your
audience.
31. #SMMW14
Influence Is Action:
Lee
Odden
Author,
CEO
TopRank
Online
Marke2ng
@LeeOdden
toprankmarke3ng.com
Topic:
Influencer
Marke3ng
Track:
Social
Strategy
Presenta2on
at
#SMMW14
How
Content
Plus
an
Influencer
Network
Can
Grow
Your
Business
Growing
a
network
of
high
profile
contacts
with
inflated
social
media
counts
isn’t
worth
much
unless
those
connec3ons
can
inspire
ac3on.
Even
then,
that
ac3on
can
be
flee3ng.
Appealing
to
an
influencer’s
ego
will
make
them
your
friend
for
a
day.
But
helping
a
talented
person
become
an
influencer
makes
them
a
friend
for
life.
Go
beyond
“borrow
to
build”
tac3cs
with
influencers
and
work
to
help
others
develop
their
visibility
and
industry
authority.
Make
connec3ons
and
create
value
in
a
way
that
helps
both
famous
and
emerging
experts
become
inspired
to
help
you.
32. #SMMW14
Connect Through Video:
Tim
Washer
Senior
Marke3ng
Manager,
Social
Media
Cisco
@3mwasher
3mwasher.com
Presenta2on
at
#SMMW14
Track
Leader
Produce
a
mini-‐documentary
about
your
industry
on
a
shoestring
budget.
Here’s
how:
Recruit
an
author,
blogger,
or
museum
curator
to
tell
a
few
tales
about
the
pioneers’
moments
of
inspira3on,
and
failure,
that
birthed
inven3on.
A
local
college
can
provide
a
narra3ng
professor,
a
crew
of
film
students
and
equipment,
and
a
library
of
archival
footage/images.
A
half-‐day
shoot
can
yield
a
series
of
short
videos.
Find
a
giVed
editor
who
can
add
b-‐roll,
images
and
music
to
create
an
emo3onal
connec3on
with
your
audience.
33. #SMMW14
Pin Your Way to Being Helpful:
Azure
Collier
Social
Media
Educa3on
Developer
Constant
Contact
@AzureCollier
azurecollier.com
Topic:
Pinterest
Marke3ng
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
How
Brands
Use
Pinterest
to
Gain
Loyal
Customers
You
don’t
have
to
be
a
retail
business
to
make
the
most
of
Pinterest
for
your
business.
All
you
need
is
helpful
content
that
offers
solu3ons
to
your
audience’s
problems.
By
pinning
content
from
your
blog,
digital
assets
from
your
website
(like
guides
and
whitepapers),
as
well
as
quality
informa3on
from
across
the
web,
you
can
use
Pinterest
to
establish
you
and
your
brand
as
an
expert
in
your
field.
34. “Find your sweet spot - the
intersection between what
you know as a company and
what your customers need
to know.” @JoePulizzi
#SMMW14
35. #SMMW14
Find Your Purpose:
Joe
Pulizzi
Author,
CEO
Content
Marke2ng
Ins2tute
@joepulizzi
contentmarke3ngins3tute.com
Topic:
Content
Marke3ng
Track:
Content
Marke3ng
Presenta2on
at
#SMMW14
5
Content
Marke3ng
Prac3ces
that
Most
Businesses
Ignore,
but
Shouldn’t
Dude...for
true
success
in
social
media,
find
your
higher
purpose.
First,
ask
"why"
you
are
using
the
channel,
whether
it
be
Facebook,
TwiKer
or
SlideShare.
Second,
find
your
sweet
spot
-‐
the
intersec3on
between
what
you
know
as
a
company
and
what
your
prospects
and
customers
need
to
know.
Once
you
find
your
purpose,
this
becomes
100%
of
the
content
you
create
and
share
with
social
media
tools.
It
will,
over
3me,
posi3on
you
as
the
leading
informa3onal
resource
over
that
par3cular
area.
You
will
be
a
true
helper
and
make
real
impact
in
your
customers'
lives
and
jobs.
Hang
Loose!
36. #SMMW14
Be On A Mission:
Laura
FiZon
Inbound
Marke3ng
Evangelist
HubSpot
@pistachio
hubspot.com/pistachio
Topic:
TwiKer
Marke3ng
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
TwiKer
Marke3ng:
What
the
World’s
Most
Effec3ve
Businesses
Are
Doing
Forget
more
followers,
use
TwiKer
to
get
more
business!
To
consistently
aKract
valuable
prospects
start
with
a
simple
""mission""
for
your
TwiKer
account:
@Username
is
where
____________
(describe
your
best
prospects)
know
they
will
always
get
___________
(what's
in
it
for
them
to
follow
your
account?).
This
should
be
very
simple
-‐
something
compelling
your
parents
could
repeat
at
a
dinner
party
if
they
were
sibng
next
to
a
good
prospect
for
you.
37. #SMMW14
Don’t Rush on Slideshare:
Todd
Wheatland
Global
Head
of
Marke3ng
KellyOCG
@toddwheatland
3ltmarket.com
Topic:
SlideShare
Marke3ng
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
How
to
Use
SlideShare
for
Business:
The
Success
Formula
On
your
SlideShare
lead
forms,
don't
ask
someone
if
they
want
more
informa3on,
or
a
salesperson
to
call
them.
They're
already
enjoying
your
great
content
–
go
soV-‐sell
and
offer
them
the
chance
to
be
the
first
to
receive
your
latest
updates.
You’ll
s3ll
receive
the
lead,
and
people
will
be
less
hesitant
to
give
up
their
email
address
since
there's
a
communicated
benefit
involved.
38. #SMMW14
Community: It's Personal:
Gini
Dietrich
Author,
CEO
Arment
Dietrich
@twiKer
spinsucks.com
Topic:
Community
Building
Track:
Community
Management
Presenta2on
at
#SMMW14
Building
an
Online
Community:
A
Hard
Look
at
the
Good,
the
Bad,
and
the
Ugly
"Go
build
a
community”
isn’t
as
easy
as
it
sounds,
but
it
sure
is
worth
every
liKle
bit
of
elbow
grease
you
put
into
it.
You
are
building
rela3onships
with
human
beings
so
a
personal
touch
goes
a
very
long
way.
Think
about
things
such
as
handwriKen
thank
you
notes,
personalized
videos,
a
featured
blog
post,
or
a
personal
introduc3on
to
someone
in
your
network.
By
making
people
feel
special,
you’ll
have
loyal
advocates.
39. #SMMW14
Passion With Pinterest:
Michael
Aaron
Bepko
Global
Community
Manager
Whole
Foods
Market
@bepkoboy
wholefoodsmarket.com
Topic:
Pinterest
Marke3ng
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
How
Brands
Use
Pinterest
to
Gain
Loyal
Customers
Are
you
paying
aKen3on
to
Pinterest?
The
poten3al
for
cul3va3ng
community
around
topics
that
are
relevant
to
your
brand
are
endless.
Not
to
men3on,
compelling
storytelling
through
imagery
and
photos
allows
for
a
deep
connec3on
around
passion
points
and
provides
tremendous
insight
into
which
types
of
content
resonate
best
with
your
audience.
My
sugges3on?
Explore,
experiment,
observe
and
react…
You'll
be
amazed
at
how
this
social
pla`orm
can
help
you
op3mize
content
effec3veness,
both
online
and
off.
40. #SMMW14
Community - People & Content:
Michael
Delgado
Social
Media
Community
Manager
Experian
North
America
@mikedelgado
mikedelgado.org
Topic:
Big
Brand
Community
Building
Track:
Community
Management
Presenta2on
at
#SMMW14
How
to
Develop
Real
Communi3es:
It’s
Not
Just
About
Facebook
If
you
want
to
build
community,
stop
pitching
your
products
and
start
promo3ng
your
people.
Community
managers
need
to
share
thumb-‐worthy
content
-‐
this
means
it's
likeable
and
worth
thumbing
through
on
a
mobile
device.
41. #SMMW14
The Art Of The E-Tap:
Andrew
Grill
Global
Partner,
Social
Business
IBM
@AndrewGrill
londoncalling.co
Topic:
Big
Brand
TwiKer
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
How
Big
Brands
Create
Engaging
TwiKer
Conversa3ons
Before
you
meet
someone
new,
do
your
research
using
TwiKer
and
LinkedIn.
At
the
same
3me
give
them
a
simple
“e-‐
tap”
on
the
shoulder
to
show
them
that
you’ve
done
your
homework
before
you
meet.
This
simple
ac3on
may
be
all
it
takes
to
put
your
name
and
company
ahead
of
your
compe3tors.
42. “If perception is everything,
then measurement defines
your social program’s value.”
@MariaPovermo
#SMMW14
43. #SMMW14
Measure What's Actionable:
Maria
Poveromo
Senior
Director,
AR,
PR
and
Social
Media
Adobe
@MariaPoveromo
adobe.com
Topic:
Social
Media
Management
Track:
Social
Strategy
Presenta2on
at
#SMMW14
How
Brands
Organize
Their
Social
Media
Marke3ng
Efforts:
Lessons
from
the
Pros
Measure,
measure,
measure.
If
percep3on
is
everything,
then
measurement
defines
your
social
program’s
value.
Social
Media
delivers
more
value
than
just
ROI.
How
do
you
define
the
value
of
a
rela3onship?
And
yet
social
media
also
helps
drive
leads
and
revenue,
buzz
and
awareness,
it
reduces
call
center
volume,
supports
recrui3ng
and
can
research
and
development
innova3on.
Start
with
your
business
objec3ves,
define
how
social
media
can
help
you
reach
those
objec3ves,
then
measure
those
social
programs
relentlessly.
Measure
what
moves
the
needle
for
your
business
and
avoid
data
overload.
Iden3fy
a
few
main
KPIs
and
focus.
Use
suppor3ng
metrics
for
insights
to
inform
your
strategy.
44. #SMMW14
5 Things Customers Care About:
Marcus
Sheridan
President
The
Sales
Lion
@TheSalesLion
thesaleslion.com
Topic:
Blogging
Track:
Content
Marke3ng
Presenta2on
at
#SMMW14
How
to
Grow
Your
Sales
With
Blogging
In
every
industry
(It
doesn't
maKer
what
you
sell),
there
are
5
subjects
that
move
the
needle,
as
they
are
the
5
subjects
consumers
are
most
concerned
with.
They
are:
• Cost/Price
ques3ons
• Problems/Issues
ques3ons
• Vs/Comparison
ques3ons
• Review-‐based
ques3ons
• Best
of
ques3ons
When
consumers
research,
these
are
the
5
subjects
they
care
about,
yet
most
companies
are
afraid
to
address
them.
The
moral:
Don't
be
afraid
to
address
topics
that
consumer
truly
care
about
as
eventually
they'll
move
the
needle
more
than
any
other
content
you
could
produce.
45. #SMMW14
Social ROI That Moves the Needle:
Lewis
Bertolucci
Head
of
Social
Media
Humana
Digital
@Lewis502
limewedge.net
Topic:
Social
Measurement
Track:
Social
Strategy
Presenta2on
at
#SMMW14
Brands
Pull
Back
the
Curtain
on
Measuring
Social
Media
ROI
Social
media
measurement
con3nues
to
evolve
from
basic
social
metrics
to
social
data.
Passing
social
data
and
tagging
these
engaged
social
users
in
your
CRM
allows
you
to
isolate
this
group
and
iden3fy
what
truly
moves
the
needle.
Understanding
how
shared
content
influenced
that
user’s
path
to
purchase
is
cri3cal.
Solu3ons
like
TRKS.IT
enable
brands
to
do
just
that,
while
ensuring
that
social
remains
relevant
within
the
integrated
marke3ng
mix.
46. #SMMW14
Scale Social Service:
Becky
Carroll
Director
of
Social
Media
and
Customer
Impact
Consul3ng
PriceWaterhouseCooper
@bcarroll7
customersrock.net
Topic:
Social
Care
Track:
Social
Strategy
Presenta2on
at
#SMMW14
Social
Care:
How
Social
Media
Marke3ng
and
Customer
Service
Form
a
Winning
Team
One
of
the
most
challenging
parts
of
social
customer
service
is
handling
the
volume
of
queries.
Iden3fy,
recognize,
and
enable
your
most
ac3vely
contribu3ng
fans
and
advocates
to
help
address
long-‐tail
content
crea3on
and
answer
other
customers'
ques3ons.
This
is
one
of
the
best
ways
to
scale
social
customer
service
efforts.
47. #SMMW14
Social Force Multiplier:
Dennis
Yu
CTO
BlitzMetrics
@dennisyu
blitzmetrics.com
Topic:
Facebook
Adver3sing
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
Advanced
Facebook
Adver3sing:
How
to
Maximize
Your
Impact
Social
media
marke3ng,
email
marke3ng,
and
website
retarge3ng
are
all
the
same
thing.
You're
following
around
users
who
have
visited
you,
regardless
of
whether
the
tracking
mechanism
is
a
pixel,
email
address
or
Facebook
user
id.
Consider
mul3plying
upon
your
strengths
by
gebng
your
email
subscribers
to
be
fans,
your
fans
to
to
visit
your
site,
your
web
visitors
to
be
fans,
your
web
visitors
to
be
email
subscribers
and
so
forth.
Try
Facebook
Website
Custom
Audiences
and
Google
Remarke3ng
and
you'll
be
on
your
way.
48. #SMMW14
The New Facebook Marketing:
Andrea
Vahl
Social
Media
Coach
Andrea
Vahl
@AndreaVahl
andreavahl.com
Topic:
Big
Brand
Facebook
Track:
Community
Management
Presenta2on
at
#SMMW14
How
Successful
Facebook
Communi3es
Thrive:
Advice
From
the
Pros
For
marketers
looking
to
adjust
to
Facebook's
new
algorithm
changes
and
decreased
organic
reach,
a
shiV
in
mindset
is
needed.
Think
of
Facebook
as
a
subscrip3on-‐based
marke3ng
service
vs.
a
free
pla`orm.
Facebook
ads
on
an
ongoing
basis
are
inevitable.
Divide
your
monthly
Facebook
ad
spend
between
boos3ng
posts
for
increased
reach
and
ads
to
drive
traffic
directly
to
your
website.
Spend
a
small
amount
on
increasing
your
fan
base
as
well.
None
of
this
ad
spend
needs
to
break
the
bank.
Work
on
effec3ve
ads
so
that
you
spend
as
liKle
as
possible
for
the
biggest
bang.
49. #SMMW14
The Real Value of LinkedIn:
Mar2n
Jones
Senior
Marke3ng
Manager
Cox
Communica2ons
@Mar3nJonesaz
coxblue.com/author/mar3njonesaz/
Topic:
Big
Brand
LinkedIn
Marke3ng
Track:
Social
Tac3cs
Presenta2on
at
#SMMW14
How
Brands
Are
Benefibng
From
LinkedIn
No
single
social
pla`orm
will
define
your
personal
brand
and
clarify
the
unique
value
that
you
bring
to
an
organiza3on
or
project
as
well
as
LinkedIn.
Use
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profile
page
to
tell
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story,
and
do
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in
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and
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LinkedIn
is
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personal
brand,
but
only
if
you
take
the
3me
to
learn
it,
op3mize
it
and
use
it.
50. Ready to Get Social Media Smart?
Social Media Marketing World
socialmediaexaminer.com/smmworld/
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to
Register
51. If you liked this eBook, then click below to
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–
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–
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A
BIG
THANKS
goes
to
all
the
#SMMW14
speakers
who
par2cipated
in
this
eBook
and
to
the
team
at
TopRank
Marke2ng
for
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it
together.