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The Six Minute Strategist
                              Business Strategy, Work Smarter


                     Introduction to Social Media
                      Presentation to The Recovery Career Service




                                                                http://jbdcolley.com
© John colley 2012
Contents

           Part 1 - Introduction
           Part 2 - A Social Media Manifesto
           Part 3 - Landscape
           Part 4 - Strategy
           Part 5 - RCS’s Objectives
           Part 6 - Tools
           Part 7 - Tips and Tricks


                                               http://jbdcolley.com
© John colley 2012
Part 1
                     INTRODUCTION

                                http://jbdcolley.com
© John colley 2012
4 Questions




                                   http://jbdcolley.com
© John colley 2012
Who are your Audience?



                                        http://jbdcolley.com
© John colley 2012
Where are they
                     on Social Media?


                                        http://jbdcolley.com
© John colley 2012
Part 2
                     A SOCIAL MEDIA
                       MANIFESTO
                                  http://jbdcolley.com
© John colley 2012
What is social Media?
                            Social
                           Inbound
                            Online
                         Connected

                                        http://jbdcolley.com
© John colley 2012
How does
              Social
            Media work?

                          http://jbdcolley.com
© John colley 2012
Find Me          Know Me



                     Evangelise         Socialisation         Like Me
                        Me



                                  Pay Me           Trust Me


                                                                   http://jbdcolley.com
© John colley 2012
But...You need to map this process
          to your network....
                     How good are your
                       relationships?

                                     http://jbdcolley.com
© John colley 2012
Absentee           Spectator



                                            Quality of
                     Evangelist              Network                Pedestrian




                                   Patron                Activist


                                                                          http://jbdcolley.com
© John colley 2012
6 PS
                     THE OLD LANGUAGE OF
                          MARKETING


                                      http://jbdcolley.com
© John colley 2012
PRODUCT
                          PRICE
                                    G H
                           O U
                         PLACE
                         EN
                       PROMOTION

                      OT
                       PACKAGING
                     N  PUBLICITY
                                     http://jbdcolley.com
© John colley 2012
THE NEW LANGUAGE
                       OF
                    MARKETING

                             http://jbdcolley.com
© John colley 2012
CONNECT
                        ENGAGE
                      ADD VALUE
                         SHARE
                     ENCOURAGE
                         REFER
                                  http://jbdcolley.com
© John colley 2012
This is all
                      Content
                       Driven

                                   http://jbdcolley.com
© John colley 2012
CONTENT
                       TEXT
                       AUDIO
                       VIDEO
                      IMAGES
                               http://jbdcolley.com
© John colley 2012
CONTENT
                         OWNED
                         EARNED
                          PAID
                     Shared = Social
                                   http://jbdcolley.com
© John colley 2012
COMMUNITY
                        WHO?
                       WHAT?
                       WHERE?
                        HOW?
                       WHEN?
                                 http://jbdcolley.com
© John colley 2012
ACCESS ANYWHERE
                          desktop
                           laptop
                          tablets
                        smart phones
                             TV
                                       http://jbdcolley.com
© John colley 2012
150?
                            http://jbdcolley.com
© John colley 2012
“THE COGNITIVE LIMIT
                     TO THE NUMBER PEOPLE
                      WITH WHOM ONE CAN
                     MAINTAIN STABLE SOCIAL
                         RELATIONSHIPS”

                                       http://jbdcolley.com
© John colley 2012
http://jbdcolley.com
© John colley 2012
COMMUNITY
                         FANS
                         LIKES
                      FOLLOWERS
                     CONNECTIONS
                       FRIENDS
                                   http://jbdcolley.com
© John colley 2012
Who is in
                       Your
                      Tribe?
                                 http://jbdcolley.com
© John colley 2012
SOCIAL MEDIA
                      MANIFESTO

                                http://jbdcolley.com
© John colley 2012
DON’T SELL
                       SHARE
                     ADD VALUE
                             http://jbdcolley.com
© John colley 2012
Part 3
                     LANDSCAPE

                                 http://jbdcolley.com
© John colley 2012
The Marketing Ecosystem




                                                                                                       http://jbdcolley.com
© John colley 2012   http://www.mullen.com/wp-content/uploads/2009/06/Mullen_Marketing_Ecosystem.pdf
Experiential
                           Print                                                                       Audio/Visual

                                                                In summary...this means...                            Public Relations

                               Out of
                               Home



                                                                                                                         ONLINE
                                                                                                         Direct
                                                                           Location                     Marketing
                               Mobile
                                                                            Based

                                                                                                                               http://jbdcolley.com
© John colley 2012   http://www.mullen.com/wp-content/uploads/2009/06/Mullen_Marketing_Ecosystem.pdf
The Online Ecosystem consists of...

                                        eCommerce                                 Search

                                                            Gaming


                     Podcasts
                                                                                   OnLine
                                                                                  Advertising


                                                                     Video
                                Blogs
                                                                     Casting

                                                    Email



                                                                 Websites
                                  Social
                                Networking


                                                                               http://jbdcolley.com
© John colley 2012
Lets look at this
                      another way...

                                    http://jbdcolley.com
© John colley 2012
Lets look at these in more detail...



                     Expressing               Networking



                                    Social
                                  Platforms



                      Sharing                   Gaming



                                                      http://jbdcolley.com
© John colley 2012
Publication           Discussion
                              Expressing
                                                                Search       Niche   Networking
                                                                                      B2B    Mobile   Tools



                      Aggregation

                                                          Social
                                                    SOCIAL PLATFORMS
                                                        Platforms                    Social       Casual
                         Content
                                                                                     Games        Games

                               Sharing                                                Gaming
                                                                    Casual
                     Product                Place                                    MOG          MMORPG
                                                                    MMO

                                                                                               http://jbdcolley.com
© John colley 2012
Expression
                     Content Creation
                        Discussion
                     WordPress Blog
                         Twitter
                                        http://jbdcolley.com
© John colley 2012
Networking
                            B2B
                           Mobile
                          Linkedin
                     Mobile Application
                                      http://jbdcolley.com
© John colley 2012
Sharing
                       Content
                      YouTube
                        iTunes
                     Slideshare
                      Pinterest
                                  http://jbdcolley.com
© John colley 2012
Social Platforms
                         Facebook
                         Google+


                                        http://jbdcolley.com
© John colley 2012
What?
                          Why?
                          Who?
                     Characteristics?
                          How?
                         Action?
                                        http://jbdcolley.com
© John colley 2012
Lets Reorganise this to make
                    it more useful...


                                     http://jbdcolley.com
© John colley 2012
FACEBOOK
                                                                 LINKEDIN
                      GOOGLE+     PLATFORMS     NETWORKING       TWITTER




   PINTEREST               IMAGES           WEBSITE          VIDEO      YOUTUBE
  SLIDESHARE




                                    AUDIO             BLOG

                         ITUNES
                                                                http://jbdcolley.com
© John colley 2012
HUB AND
                      SPOKE
                               http://jbdcolley.com
© John colley 2012
Part 4
                     STRATEGY

                                http://jbdcolley.com
© John colley 2012
Website
                         Control
                          Blog
                        Email List
                     Video and Audio

                                       http://jbdcolley.com
© John colley 2012
Website
                     Funnel Strategy
                        Comments
                     Calls to Action
                      Free Give Away
                          Links
                                       http://jbdcolley.com
© John colley 2012
Content Creation
                          Repurpose
                          EverGreen
                            Stories
                           Personal
                      Publishing Strategy
                                        http://jbdcolley.com
© John colley 2012
Text Strategy
           1.Blog Post
           2.Share on Linkedin, Facebook, Twitter,
           Google+
           3.Embed an Image - share on Pinterest
           4.Record it in audio - publish on iTunes
           5.Make a short Intro Video - publish on
           YouTube - link back to Blog post
           6.Create a slidedeck, publish on Slideshare,
           share on Linkedin, Facebook, Twitter,
           Google+, other platforms
                                              http://jbdcolley.com
© John colley 2012
Audio Strategy
             1.Record a Podcast, publish on iTunes
             2.Share on Linkedin, Facebook, Twitter,
             Google+, other platforms
             3.Create a blog post about it
             4.Embed an Image - share on Pinterest
             5.Make a short Intro Video - publish on
             YouTube - link back to Blog post and iTunes
             6.Create a slidedeck, publish on Slideshare,
             share on Linkedin, Facebook, Twitter,
             Google+, other platforms            http://jbdcolley.com
© John colley 2012
Video Strategy
             1.Record a Video, publish on YouTube
             2.Take the Audio track, publish on iTunes
             3.Share on Linkedin, Facebook, Twitter,
             Google+, other platforms
             4.Create a blog post about it
             5.Embed an Image - share on Pinterest
             6.Make a short Intro Video - publish on
             YouTube - link back to Blog post and iTunes
             7.Create a video page on your website
                                                http://jbdcolley.com
© John colley 2012
Image Strategy
             1.Have a photo Gallery on your Website
             2.Publish images in blog posts
             3.Share images on Google+, Linkedin,
             Facebook
             4.Invite community to create images
             5.Share on Pinterest and Flickr and other
             platforms


                                               http://jbdcolley.com
© John colley 2012
Search Engine Optimisation
                   Authority & Relevence
                         Keywords
                      Organic or Paid
                      Page 1 of Google
                          YouTube
                      Content & Links
                                      http://jbdcolley.com
© John colley 2012
Part 5
                     RCS Case Study

                                  http://jbdcolley.com
© John colley 2012
RCS Message?
                         Unique?
                      Interesting?
                        Engaging?
                         Support
                       Inspiration
                       Confidence
                                     http://jbdcolley.com
© John colley 2012
Buyer Persona
                     Identify your Customer
                            Celebrity
                        Business Owner
                        C suite executive
                          Consultants
                                        http://jbdcolley.com
© John colley 2012
problems?
                      High staff turnover
                         Key defections
                        Low staff morale
                     High recruitment costs
                     Lack of references for
                           candidates
                                        http://jbdcolley.com
© John colley 2012
Message to Partners
                     Benefits of Service
                         Personnel
                     New Team Members
                          Training
                          Quality
                           Talent
                                       http://jbdcolley.com
© John colley 2012
“Fanatical about Talent”
                          Short Message
                         Own the Words


                                         http://jbdcolley.com
© John colley 2012
Build the Network
                        who do you Know
                      Partner Testimonials
                           Webinars
                            Events
                           Hangouts
                           Email List
                                        http://jbdcolley.com
© John colley 2012
Social Proof
                     Lists of Partners
                         Blog Roll
                        Banner Ads
                            Likes
                           Shares
                         Comments
                                         http://jbdcolley.com
© John colley 2012
Content Creation
                           eBook
                        Objectives
                         Benefits
                          Stories
                        Commitment
                        Community
                                     http://jbdcolley.com
© John colley 2012
Influencer Strategy
                            Identify
                             Engage
                            Recruit

                        Klout/Peer Index
                                           http://jbdcolley.com
© John colley 2012
Part 6
                     Tools

                              http://jbdcolley.com
© John colley 2012
Email List
                     aweber/mailchimp
                         analytics
                          control
                     auto-responders
                      email addresses
                                        http://jbdcolley.com
© John colley 2012
Google Analytics
                         Google Alerts
                            A/B Test
                     Google Webmaster Tools

                                        http://jbdcolley.com
© John colley 2012
Syndication
                      Automation
                       Hootsuite
                         iPadio
                     Social Oomph
                       Tweetdeck
                                    http://jbdcolley.com
© John colley 2012
Mobile Application
                          Bespoke
                           Costs
                           Design
                       Functionality
                      Apple Touch Icon
                                      http://jbdcolley.com
© John colley 2012
Blog = Wordpress
                    Images = iPhone
                 Video = iPhone, iMovie
                Podcast = Samson GoMic,
                  Garage Band, iPadio
               Presentation = Screenflow,
                         iMovie
                                    http://jbdcolley.com
© John colley 2012
Learn More
                  Listen to Podcasts
                 6MS 2013 Calendar
            http://jbdcolley.com/calendar
               (its Free, No Sign Ups)

                                   http://jbdcolley.com
© John colley 2012
If in Doubt
                          Google it
                     Search on YouTube


                                     http://jbdcolley.com
© John colley 2012
Part 7
                     Tips and Tricks

                                   http://jbdcolley.com
© John colley 2012
Website/Blog
                      Repurpose Content
                      Blog Post Schedule
                        Free Give Away
                     Work to build the List
                            PopUps
                                         http://jbdcolley.com
© John colley 2012
Twitter
                 Auto DM for New Follower
                     Auto RT for Sites
                  Schedule Old Blog Posts
                  Key Influencers - Mobile

                                      http://jbdcolley.com
© John colley 2012
LinkedIn
                     Select your Groups
                      Groups Messaging
                       Group Sharing
                        Watch Limits
                         Slideshare
                                      http://jbdcolley.com
© John colley 2012
YouTube
                            Tagging
                           Transcript
                     Lead Brite Embed Tool
                     Keep Short <3 minutes
                          Annotations
                        Calls to Action
                                        http://jbdcolley.com
© John colley 2012
Policies and
                      Guidelines
                  Take Legal Advice
            Speak to other Organisations
                   and Companies

                                    http://jbdcolley.com
© John colley 2012
Thank You...
                     Questions?
                               http://jbdcolley.com
© John colley 2012

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Introduction to social media course

  • 1. The Six Minute Strategist Business Strategy, Work Smarter Introduction to Social Media Presentation to The Recovery Career Service http://jbdcolley.com © John colley 2012
  • 2. Contents Part 1 - Introduction Part 2 - A Social Media Manifesto Part 3 - Landscape Part 4 - Strategy Part 5 - RCS’s Objectives Part 6 - Tools Part 7 - Tips and Tricks http://jbdcolley.com © John colley 2012
  • 3. Part 1 INTRODUCTION http://jbdcolley.com © John colley 2012
  • 4. 4 Questions http://jbdcolley.com © John colley 2012
  • 5. Who are your Audience? http://jbdcolley.com © John colley 2012
  • 6. Where are they on Social Media? http://jbdcolley.com © John colley 2012
  • 7. Part 2 A SOCIAL MEDIA MANIFESTO http://jbdcolley.com © John colley 2012
  • 8. What is social Media? Social Inbound Online Connected http://jbdcolley.com © John colley 2012
  • 9. How does Social Media work? http://jbdcolley.com © John colley 2012
  • 10. Find Me Know Me Evangelise Socialisation Like Me Me Pay Me Trust Me http://jbdcolley.com © John colley 2012
  • 11. But...You need to map this process to your network.... How good are your relationships? http://jbdcolley.com © John colley 2012
  • 12. Absentee Spectator Quality of Evangelist Network Pedestrian Patron Activist http://jbdcolley.com © John colley 2012
  • 13. 6 PS THE OLD LANGUAGE OF MARKETING http://jbdcolley.com © John colley 2012
  • 14. PRODUCT PRICE G H O U PLACE EN PROMOTION OT PACKAGING N PUBLICITY http://jbdcolley.com © John colley 2012
  • 15. THE NEW LANGUAGE OF MARKETING http://jbdcolley.com © John colley 2012
  • 16. CONNECT ENGAGE ADD VALUE SHARE ENCOURAGE REFER http://jbdcolley.com © John colley 2012
  • 17. This is all Content Driven http://jbdcolley.com © John colley 2012
  • 18. CONTENT TEXT AUDIO VIDEO IMAGES http://jbdcolley.com © John colley 2012
  • 19. CONTENT OWNED EARNED PAID Shared = Social http://jbdcolley.com © John colley 2012
  • 20. COMMUNITY WHO? WHAT? WHERE? HOW? WHEN? http://jbdcolley.com © John colley 2012
  • 21. ACCESS ANYWHERE desktop laptop tablets smart phones TV http://jbdcolley.com © John colley 2012
  • 22. 150? http://jbdcolley.com © John colley 2012
  • 23. “THE COGNITIVE LIMIT TO THE NUMBER PEOPLE WITH WHOM ONE CAN MAINTAIN STABLE SOCIAL RELATIONSHIPS” http://jbdcolley.com © John colley 2012
  • 25. COMMUNITY FANS LIKES FOLLOWERS CONNECTIONS FRIENDS http://jbdcolley.com © John colley 2012
  • 26. Who is in Your Tribe? http://jbdcolley.com © John colley 2012
  • 27. SOCIAL MEDIA MANIFESTO http://jbdcolley.com © John colley 2012
  • 28. DON’T SELL SHARE ADD VALUE http://jbdcolley.com © John colley 2012
  • 29. Part 3 LANDSCAPE http://jbdcolley.com © John colley 2012
  • 30. The Marketing Ecosystem http://jbdcolley.com © John colley 2012 http://www.mullen.com/wp-content/uploads/2009/06/Mullen_Marketing_Ecosystem.pdf
  • 31. Experiential Print Audio/Visual In summary...this means... Public Relations Out of Home ONLINE Direct Location Marketing Mobile Based http://jbdcolley.com © John colley 2012 http://www.mullen.com/wp-content/uploads/2009/06/Mullen_Marketing_Ecosystem.pdf
  • 32. The Online Ecosystem consists of... eCommerce Search Gaming Podcasts OnLine Advertising Video Blogs Casting Email Websites Social Networking http://jbdcolley.com © John colley 2012
  • 33. Lets look at this another way... http://jbdcolley.com © John colley 2012
  • 34. Lets look at these in more detail... Expressing Networking Social Platforms Sharing Gaming http://jbdcolley.com © John colley 2012
  • 35. Publication Discussion Expressing Search Niche Networking B2B Mobile Tools Aggregation Social SOCIAL PLATFORMS Platforms Social Casual Content Games Games Sharing Gaming Casual Product Place MOG MMORPG MMO http://jbdcolley.com © John colley 2012
  • 36. Expression Content Creation Discussion WordPress Blog Twitter http://jbdcolley.com © John colley 2012
  • 37. Networking B2B Mobile Linkedin Mobile Application http://jbdcolley.com © John colley 2012
  • 38. Sharing Content YouTube iTunes Slideshare Pinterest http://jbdcolley.com © John colley 2012
  • 39. Social Platforms Facebook Google+ http://jbdcolley.com © John colley 2012
  • 40. What? Why? Who? Characteristics? How? Action? http://jbdcolley.com © John colley 2012
  • 41. Lets Reorganise this to make it more useful... http://jbdcolley.com © John colley 2012
  • 42. FACEBOOK LINKEDIN GOOGLE+ PLATFORMS NETWORKING TWITTER PINTEREST IMAGES WEBSITE VIDEO YOUTUBE SLIDESHARE AUDIO BLOG ITUNES http://jbdcolley.com © John colley 2012
  • 43. HUB AND SPOKE http://jbdcolley.com © John colley 2012
  • 44. Part 4 STRATEGY http://jbdcolley.com © John colley 2012
  • 45. Website Control Blog Email List Video and Audio http://jbdcolley.com © John colley 2012
  • 46. Website Funnel Strategy Comments Calls to Action Free Give Away Links http://jbdcolley.com © John colley 2012
  • 47. Content Creation Repurpose EverGreen Stories Personal Publishing Strategy http://jbdcolley.com © John colley 2012
  • 48. Text Strategy 1.Blog Post 2.Share on Linkedin, Facebook, Twitter, Google+ 3.Embed an Image - share on Pinterest 4.Record it in audio - publish on iTunes 5.Make a short Intro Video - publish on YouTube - link back to Blog post 6.Create a slidedeck, publish on Slideshare, share on Linkedin, Facebook, Twitter, Google+, other platforms http://jbdcolley.com © John colley 2012
  • 49. Audio Strategy 1.Record a Podcast, publish on iTunes 2.Share on Linkedin, Facebook, Twitter, Google+, other platforms 3.Create a blog post about it 4.Embed an Image - share on Pinterest 5.Make a short Intro Video - publish on YouTube - link back to Blog post and iTunes 6.Create a slidedeck, publish on Slideshare, share on Linkedin, Facebook, Twitter, Google+, other platforms http://jbdcolley.com © John colley 2012
  • 50. Video Strategy 1.Record a Video, publish on YouTube 2.Take the Audio track, publish on iTunes 3.Share on Linkedin, Facebook, Twitter, Google+, other platforms 4.Create a blog post about it 5.Embed an Image - share on Pinterest 6.Make a short Intro Video - publish on YouTube - link back to Blog post and iTunes 7.Create a video page on your website http://jbdcolley.com © John colley 2012
  • 51. Image Strategy 1.Have a photo Gallery on your Website 2.Publish images in blog posts 3.Share images on Google+, Linkedin, Facebook 4.Invite community to create images 5.Share on Pinterest and Flickr and other platforms http://jbdcolley.com © John colley 2012
  • 52. Search Engine Optimisation Authority & Relevence Keywords Organic or Paid Page 1 of Google YouTube Content & Links http://jbdcolley.com © John colley 2012
  • 53. Part 5 RCS Case Study http://jbdcolley.com © John colley 2012
  • 54. RCS Message? Unique? Interesting? Engaging? Support Inspiration Confidence http://jbdcolley.com © John colley 2012
  • 55. Buyer Persona Identify your Customer Celebrity Business Owner C suite executive Consultants http://jbdcolley.com © John colley 2012
  • 56. problems? High staff turnover Key defections Low staff morale High recruitment costs Lack of references for candidates http://jbdcolley.com © John colley 2012
  • 57. Message to Partners Benefits of Service Personnel New Team Members Training Quality Talent http://jbdcolley.com © John colley 2012
  • 58. “Fanatical about Talent” Short Message Own the Words http://jbdcolley.com © John colley 2012
  • 59. Build the Network who do you Know Partner Testimonials Webinars Events Hangouts Email List http://jbdcolley.com © John colley 2012
  • 60. Social Proof Lists of Partners Blog Roll Banner Ads Likes Shares Comments http://jbdcolley.com © John colley 2012
  • 61. Content Creation eBook Objectives Benefits Stories Commitment Community http://jbdcolley.com © John colley 2012
  • 62. Influencer Strategy Identify Engage Recruit Klout/Peer Index http://jbdcolley.com © John colley 2012
  • 63. Part 6 Tools http://jbdcolley.com © John colley 2012
  • 64. Email List aweber/mailchimp analytics control auto-responders email addresses http://jbdcolley.com © John colley 2012
  • 65. Google Analytics Google Alerts A/B Test Google Webmaster Tools http://jbdcolley.com © John colley 2012
  • 66. Syndication Automation Hootsuite iPadio Social Oomph Tweetdeck http://jbdcolley.com © John colley 2012
  • 67. Mobile Application Bespoke Costs Design Functionality Apple Touch Icon http://jbdcolley.com © John colley 2012
  • 68. Blog = Wordpress Images = iPhone Video = iPhone, iMovie Podcast = Samson GoMic, Garage Band, iPadio Presentation = Screenflow, iMovie http://jbdcolley.com © John colley 2012
  • 69. Learn More Listen to Podcasts 6MS 2013 Calendar http://jbdcolley.com/calendar (its Free, No Sign Ups) http://jbdcolley.com © John colley 2012
  • 70. If in Doubt Google it Search on YouTube http://jbdcolley.com © John colley 2012
  • 71. Part 7 Tips and Tricks http://jbdcolley.com © John colley 2012
  • 72. Website/Blog Repurpose Content Blog Post Schedule Free Give Away Work to build the List PopUps http://jbdcolley.com © John colley 2012
  • 73. Twitter Auto DM for New Follower Auto RT for Sites Schedule Old Blog Posts Key Influencers - Mobile http://jbdcolley.com © John colley 2012
  • 74. LinkedIn Select your Groups Groups Messaging Group Sharing Watch Limits Slideshare http://jbdcolley.com © John colley 2012
  • 75. YouTube Tagging Transcript Lead Brite Embed Tool Keep Short <3 minutes Annotations Calls to Action http://jbdcolley.com © John colley 2012
  • 76. Policies and Guidelines Take Legal Advice Speak to other Organisations and Companies http://jbdcolley.com © John colley 2012
  • 77. Thank You... Questions? http://jbdcolley.com © John colley 2012