Become a social media super hero

http://www.thecreativecollective.com.au
Become aBecome a
Social Media Super HeroSocial Media Super Hero
PHASE 1: Get ‘kitted’ out and know where you’re
flying

• Award winning business owner
• Have started 4 businesses from
scratch, some of which have since
been sold
• Now owner/director/franchisor of
The Creative Collective.
• Work with start-ups through to large
corporates locally, nationally and
internationally
• Love training and assisting others
Introduction – Yvette Adams

What I do with my clients
2000 on the database 6729 on the database
Unique users per month
to site = 665
Unique users per month
to site = Regularly 5000+
Communication
frequency = infrequent
Communication
frequency = every two
weeks – either newsletter
or special offers
Online sales = $6000 per
annum
Online sales =
$100,000+ per annum
Predominantly offline
marketing
Predominantly online
marketing

So where are YOU at…???
• Website? have one? use it?
• Google Places? know it? use it?
• SEO? know it? use it?
• Emarketing? know it? use it?
• PPC? know it? use it?
• Facebook? know it? use it?
• Twitter? Know it? use it?
• Linkedin? know it? use it?
• YouTube? know it? use it?
• Blog? know it? use it?

Now let’s chart your flight path…

• Build their ‘brand’/ ‘profile’
• Market more
• Work on the business, not in the business
• Get more leads/inquiries
• Get more sales
And ideally….
• Have more time!
• Earn more money!
• Take a holiday!
What most business owners
I meet are trying to do…
Does this
sound like YOU?

• Building their online presence/profile
• Use cloud computing and other technology that saves time and money
• Have clear business objectives, a business plan
• Ensuring they have a GOOD website with strong calls to action
• Creating a bullet proof conversion system
• Systemising/procedurising EVERYTHING they do
• Tracking and measuring EVERYTHING they do
• Delegating more – leverage their time
• Retaining & reactivating their customers
• Keeping in touch with a database regularly with quality content
• Conduct research to understand buying motives and barriers to sale
• Only doing marketing that gives a GREAT return on investment
• Create and take publicity opportunities for the good of their business
What business owners should be
doing if they want to succeed…

STOP START
Always doing what you’ve always done
(because you’ll always get what you’ve
always go, or worse – times are
changing!)
Thinking outside the square of the most innovative
marketing strategies you could possibly engage in
Burying your head in the stand and
making excuses about being busy/non
techie/limited by budget
Being open minded about the possibilities and how
they could benefit your business some of which are
very easy to do and low cost or no cost!
Throwing stuff out there with no proper
measurement devices in place
Tracking and measuring EVERYTHING you do
Measuring the cost of advertising and
marketing activities
Measuring the impact of marketing activities
Doing things offline… ..if they can often be done faster and cheaper online
Looking for new business If you haven’t maximised what you’re already sitting
on and what they are worth to you
Hoping for the best and having a ‘bit of
an idea’ of what you want to achieve at
the end of the day
Getting crystal clear about your objectives, setting
SMART goals and targets
But first let’s shift some mindsets!

So what are your SMART goals and
business objectives?

UN-SMART GOAL....

SMART GOAL....

You have to do this. The difference between a
dream and a goal is written words. If you are not
writing down your goals, they will remain dreams.
Don’t just think about goals – write them down
and tell those close to you why these goals are so
important to you.

•Goals – are long-term aims that you want to
accomplish.
•Objectives – are concrete attainments that can be
achieved by following a certain number of steps.
•Goals – has the word “go” in it. Your goals should go forward in a
specific direction. Goals will often go into undiscovered territory and
you therefore can’t even always know where the end will be.
•Objectives – has the word “object” in it. Objects are concrete. They
are something that you can hold in your hand. Because of this,
your objectives can be clearly outlined with timelines, budgets, and
personnel needs. Every area of each objective should be firm.
The difference between goals
and objectives...

EXAMPLE:
1)To attract new parents for free music classes
2)To recruit new educators throughout Australia &
New Zealand, particularly in locations where there
are currently none
3)To sell products online
When it comes to business objectives –
keep it simple – no more than
3 – 5 core objectives.

Defining your target market
• Geography - what is their location, where are
they???
• Socio-economic – who are they? What is
their gender, age, income, occupation,
education, sexual orientation, household size,
and stage in the family life cycle.
• Psychographic – how do they think? What
are their attitudes, values, and lifestyles.
• Behavioural – what are their behaviours? Do
they celebrate occasions, who is their degree
of loyalty, how much are they online, do they
read magazines?
• Product-related – what is their association
with a product i.e. Beer and sport!

Once we are clear on what we intend to do,
we can look at the market we intend to fly
in. Consider - geography...

USP – Unique sales proposition
What’s the one thing that makes your
business unique and distinct?
Why should people buy from you and not
your competitors?
Do you promise great value,
benefits, or service?

And make sure you
have a good
Super Hero
‘Headquarters’

By getting a website RIGHT! How?
 Visually appealing
 Fulfills the ‘8 second rule’
 Data capture prominent and enticing for users to leave details i.e.
incentive
 Any desired call to action prominently featured
 Social media links prominently featured
 Contact number prominently featured
 Opportunities for clients to ‘interact’ where-ever possible –
comments, fill in form, check availability, view photos, videos, audios
etc.
 Easy to find the information they want with multiple navigation points
plus main service offerings clearly identifiable
 Loads fast
 Scannable copy with lots of internal links
 Search engine optimised
 Regularly updated so encourages repeat visits – events and news
articles + streaming social media good here
Does your website tick all these boxes? If not, work on it NOW!

Once you know your
flight path you are
ready to get
‘kitted out’…

STEP 1 – Set up tracking devices
• Google Analytics
• Facebook Insights & Analytics
• Offline procedures in place
You must ask every single person who:
• Walks in, Phones up, Emails you
For their:
• Name
• Email
• Phone – main and alternative is ideal
• Post code
• Preferred method of contact i.e. phone or email
• HOW THEY HEARD ABOUT YOU. ‘newspaper’ is not enough –
try and extract exact name of the publication and note it.

STEP 2 – Get set up with the tools
you need to be efficient
Google has a lot to offer….

2.1 Google Account https://www.google.com/accounts/NewAccount
2.2 Google Profile http://www.google.com/profiles/
2.3 Google Maps http://www.google.com/maps
2.4 Google Alerts http://www.google.com/alerts
2.5 Google Calendar http://www.google.com/calendar
2.6 Google Analytics http://www.google.com/analytics (covered)
2.7 Google Trends http://www.google.com/trends
2.8 Google Webmaster http://www.google.com/webmaster
2.9 Google Docs http://www.google.com/docs
2.10 Google Sites http://www.google.com/sites
AND there is many more!
A small intro to the suite of
Google’s free tools

www.google.com/accounts/Login
2.1 Google Account

2.2 Google Profile
http://www.google.com/profiles

2.3 – Get Yourself ‘On the Map’ –
Google Maps
• 60% of activity online is one way or another ‘related to local content’
(Google 05/03)
• 73% of activity online is in one way or another ‘related to local content’
(Google 5/07)
• 70% of online searchers will use local search to find offline businesses.
(Kelsey group)
• 43% of search engine users are seeking a local merchant to buy
something offline (comScore Networks)
• 54% of search users have substituted internet/search for the phone
book (comScore Networks)
• 35% of ALL searches are ‘local’ (DM news)

2.4 –Google Maps
www.google.com/maps

An unclaimed listing…

A claimed listing…(of course the
Coast knows how to do it better!)

Flesh out your listing

The types of categories you might
like to list for

Photos & Videos
Up to 10
photos
Up to 5
videos
Videos
must be
on
YouTube

Coupons
Add fully
customisable
coupons to
your listings
including:
Images
Show on mobile
phones
Apply to
multiple listings

• What people are saying about (reviews)– the price, the service etc –
these filter in from various sources that provide reviews (more later)
• Post to your place page – Allows business owners to post updates to
their place page via short announcements i.e. ‘we’re closed this Friday’.
It appears on Googles Place page within minutes
• Service areas – Google realises businesses may only service certain
areas, where you are willing to travel to serve certain customers i.e.
deliver pizza.
• Street view – Imagery collections are continuing to expand. People can
check out destinations before they get there. 3D view now too.
• Transit features – Who is looking for directions to you and where are
they coming from. Not in Brisbane or Qld yet…
The new additions to Google Places

Example Place Page Posts
Specials: "Free chips and salsa today from 4-6. We'll even throw in free
guacamole."
Posted 3 hours prior to the start of Afternoon Special
Events: "Come to our open day" Today from 9:30 am to 11:45 am."
Posted 4 hours prior to the event, linking to the Facebook event page.
New products: "Have you checked out our newest musical instruments?
Great for baby’s birthday!"

2.4 – Alert yourself on Google Alerts

1. Automatically manages invites and RSVP’s for events.
2. Share whole calendars company-wide or with specific people.
3. Have multiple calendars.
4. Make calendars public, private or shared.
5. View calendar that belong to other people.
6. Quick to add calendar appointments (drag & drop).
7. Full Calendar scheduling facility.
8. Send calendar invitations to other people.
9. Opportunity to sync your calendar with your mobile or Outlook.
2.5 – Google Calendar

2.6 Google Docs
• No Software Required – goodbye to Microsoft?
• Create, Edit Word Documents, Spreadsheets and Presentations
• Sort Documents in Folders
• Share/collaborate on documents with other people
• Upload Emails and Microsoft documents straight in to Google Docs
for editing

2.7 Google Docs

2.8 Google Sites
• Create simple or sophisticated websites/wikis without any
programming knowledge.
• Share knowledge or files with your co-workers or the world.
• Centralise company information with an internal website. Easy to
update information/photos/attachments/presentations.
• Google have a profile update for each staff member making it easy
to find staff that may have special skills.

Apart from Google I have several
other favourite programs
I couldn’t live without…

• Knowing yourself
• Knowing where you want to go
• What your issues are – as your
business grows
• What your clients issues are
• What your staffs issues are
• How your business flows from prospect
to completed job, identifying the
gaps/problem areas and fixing them up
The key to finding the right tools
for you are:

This involves mapping out
your entire
sales process
Lifecycle of a client
website
1 Client requests an
estimate on basis of
phone conversation
Word of mouth
Media
???
Potential
client
Contacts us by phone
or email to make
appointment
Requests work
to be done
immediately
Head office
receipts deposit
– notifies
account
manager to
commence work
Estimate
accepted.
Invoice/deposit
raised by
franchisee and
sent
Estimate sent
Project
completed
Team completes
work to time
frames and
budget
Final payment
receipted
Invoice
followed up if
required
Project set up in
basecamp.
Work allocated
to team
Client requests
more work done
or proposal sent
for more work
Placed on
WIP/database for
follow ups.
Goes on to life as
successful business
owner/entrepreneur
Regularly sent info and
invites to one-off events,
new products and offers
past clients might be
interested in
!!!
Tells others to
use us via word
of mouth,
referral form
and affiliates
Client kept abreast
of project with
regular contact
Offline
marketing
Events
Logs on to website
and fills in web form
online
Online marketing
2 Arrangement made
to meet up for initial
consult (paid)
3 Client gains info and
opts to ‘think about it’
Paid consult
held
Final invoice
raised and sent
4. Referral /
repeat business
2. Conversion
3. Project
1. Lead
4 Identified that client is
not ideal or not a
service we provide
and referred or sent
on their way
Website goes
live/job sent to
print etc

Pimp your mobile out – get into Apps
1. Get a smart phone – iphone, Blackberry & others
2. Click on the Apps button and search for ‘free’ or
‘popular’ apps.
3. Check out the paid Apps
4. Note websites that have phone Apps and
download
5. Use them!
6. Consider creating your own…

Recap from first session
 Check out Google Tools – they could save you time and money!
 Find the right online systems – we can help you!
 Get a website and get it right – does it tick all the boxes? If not, get
them ticked!
 Optimise your website
 Claim your listing on Google Maps, flesh out your listing, encourage
reviews
 Pimp out your mobile
 Get key company documents i.e. templates, forms, contacts,
procedures and policies ONLINE utilizing technology such as wikis,
Google Docs or otherwise where you can share and collaborate
online and mobilize your business.
 Make sure your marketing features your website and other social
media community links ALWAYS and PROMINENTLY
 Make sure you have a good email signature with these links too!
 Track and measure results, then refine!
 Have fun with it all!!!

Become aBecome a
PHASE 2: Developing Your Social Media Super Powers!

• Social Media Marketing Specialist,
Speaker, Trainer, Business Mentor
and Internet Entrepreneur
• Operate Multiple businesses from my
laptop while travelling the World
• Using Social Media since early 2008
and grown entire business online
• Twitter Following of over 33,000 and
over 45,000 views on YouTube
• Developed Social Media Training
Programs for clients in 7 countries
and Global audience of thousands.
Introduction – Zoe deLuca

Social Media is it Creeping up on You?

What Is Social Media Marketing?What Is Social Media Marketing?
According to Wikipedia sources:
“Social media uses Internet and web-based
technologies to transform broadcast
media monologues (one to many) into
social media dialogues (many to many).
It supports the democratization of
knowledge and information, transforming
people from content consumers into
content producers.”
Social (two-way) communication medium,
sharing user generated content

500 Million Active Facebook Users
Source: Tech HeraldPhoto Credit:
Oversocialized
Holy Guacamole Batman!

10 Billion+ Tweets Sent on
Twitter Since 2006
Photo Credit: Rosaura Ochoa Source: Mashable

2Billion Videos Are Streamed
Each Day On YouTubePhoto Credit: jonsson Source: Techcrunch

Why Super Heros Use Social Media?

Are Your Super Powers of
Direction Confused?

TURBO CHARGED SOCIALTURBO CHARGED SOCIAL
MEDIA MARKETING STRATEGYMEDIA MARKETING STRATEGY
1) Develop your Social Media Strategy & Personal Brand
2) Set up your Social Media Marketing:
Social Media Profiles, Blog, Business Websites, Follow up
3) Structuring your marketing activities
Planning, Integrating & Automating Social Media Marketing

Personal Productivity andPersonal Productivity and
Laser Like FocusLaser Like Focus
Social Media Marketing for Business is all about sharing
your businesses philosophy and unique selling points –
through networking online
You don’t market your business online – You market
YOU!
Lead with providing valuable content and positioning
yourself as a leader

Developing Your BrandDeveloping Your Brand
““SUPERHERO Inc”SUPERHERO Inc”
• Choose whether to brand your name or business (or you
‘within’ your business/team)
• What is Your Unique Selling Point – Passion, skills value?
• Create a Logo, Headline, Bio and Story
• Get a great photo/s (professional/intentional)
• Keep this consistent across all websites and marketing
www.NameChk.com

TURBO CHARGED SOCIALTURBO CHARGED SOCIAL
MEDIA MARKETING STRATEGYMEDIA MARKETING STRATEGY
BRANDING AND POSITIONINGBRANDING AND POSITIONING
• Determining niche, desired outcomes and set goals for your
Social Media Marketing
• Set up your Marketing Funnel – Blog, Social Media Profiles,
Follow up
• Program set times into your schedule for Social Media
Marketing

Creating your Social Media VortexCreating your Social Media Vortex
(aka Sales Funnel)(aka Sales Funnel)
1. Social Media: Position You As a Leader
2. Blog/Personal Site: Link back to quality
content and more information About You
- Company blog, Wordpress.org or
SUPER POWER: www.Posterous.com
3. Auto responders: Only thing you’re selling is
“Next Step” in the process
4. Business Information/Website: Qualified prospects
5. Conversions : increase once people feel
they know/like/can trust you

Time to Flex Your Social Media Muscles

Super Hero Hangouts –Super Hero Hangouts –
Top Social Media Sites for Business MarketingTop Social Media Sites for Business Marketing
TWITTER
FACEBOOK PAGE
YOU TUBE
LINKED IN - Targeted/Niche sites

Super Social Site 1 -
TWITTER

What is in the ‘Twitterverse’?What is in the ‘Twitterverse’?
• Social Networking Site combined with “Micro-Blogging”
• Posts (called Tweets) are 140 characters or less
• Immediate – moves quickly & people react to tweets quickly
• Gives you access to top ‘Influencers’ in your market that
would otherwise be out of reach – Levels the playing field
• Establish Joint Ventures and business relationships
• Good for link building and visibility in Search Engines
• Fantastic for Building Your Brand and sharing the
human/personal side of your business
• Can build a Fan Base of loyal “Followers”
• Fast feedback for customer service/follow up
• Own Virtual Think Tank-referrals, advice, discussions (2 way)
• Viral by nature due to re-tweets and recommendations

Design and Set Up Powerful Twitter ProfileDesign and Set Up Powerful Twitter Profile
• Sign Up – Chose profile name carefully
Check .com url and http://www.namechk.com
• Upload a great personal photo
• Geographic Location – keep general but important
• Website URL – only live link
• Optimize Bio (Under 160 chars) –incorporating keywords
• Customise profile settings and background for branding
• Backgrounds can be free or paid

Super Social Site 2 – FACEBOOKFACEBOOK

Your Super Hero Brand PageYour Super Hero Brand Page
•Profile/Groups/Pages – GET THIS RIGHT!
•Effective first website – free and fast to set up
• Or use to drive traffic to and enhance existing
website/blog with PPC
• Feature a great profile picture/personalised graphic
• Add information including photos/videos
• Add applications – including Static FBML for Capture
Page/opt in box

Super Social Site 3 – YOU TUBE

The Secret Super Hero withThe Secret Super Hero with
VIDEOVIDEO MARKETING MAGICMARKETING MAGIC
· Why everyone should have a YouTube Channel
* Get set up for Video Marketing - simple equipment
· Ultimate way to interact with potential clients on social media
· Research your market to find powerful video ideas that will add
value and increase your natural search engine listings for keyword
terms - yes FREE advertising on Google!
SUPER POWER – www.Animoto.com

Super Social Site 4 – LINKED IN

Super Social Site 4 – LINKED IN
Consider your target Niche – what sites are they on?
• Business People/Professionals -
www.LinkedIn.com
• Take time to fill out your profile
• Interact in discussions/forums without ‘pitching’
• Add value to the community – lead with quality
• Ask for ‘Recommendations’ and ‘Referrals’
• High Quality conversations and best opening rate on
messages

INTERACTING – ENGAGING PROSPECTSINTERACTING – ENGAGING PROSPECTS
Or Capturing the Minds of Mere Mortals!
What to post - when?
• Blatant marketing will never work – offer value or you will be
ignored/unfollowed
• Provide links to valuable information/resources –
www.StuffToTweet.com
www.popurls.com
Google Alerts/RSS Feeds
• Inspiration, quotes, product innovation
• Customer feedback/testimonials
• Event’s you’re attending (online and offline)
• Promote your content
• Ad photos, link to videos
• Promote somebody else’s content

Come into the Cave......Come into the Cave......
Ninja Tricks to Get Results Fast Than a Speeding BulletNinja Tricks to Get Results Fast Than a Speeding Bullet
To integrate multiple Social Networks:
http://www.Ping.fm
Distribute Content across multiple Social Media
Networks/sites
http://Hootsuite.com

Super Powers on SteroidsSuper Powers on Steroids
(Well Legal Ones)(Well Legal Ones)
Examples.....Examples.....

Gain ‘Power’ through ‘Spreading Good’ on Social Media Sites
The true power of Social Media Marketing is in establishing
‘Social proof’ of your ability to provide the clients desired product,
experience or outcome– NOT in fanatically ‘pushing’ your business
Be professional, engaging, post consistently, provide value and have
fun.
- The results will flow as a result – why walk when you can fly?
SOCIAL MEDIA HEROSSOCIAL MEDIA HEROS

Become aBecome a
PHASE 3: Take the ‘fear factor’ out of flying…get
surveillance

There’s a lot going on in
social media right

With all these mediums,
conversations are potentially
going to happen online about you
/ your service / your product /
your business / your
competitors / your industry these
days,
WHETHER YOU LIKE IT
OR NOT

So you can choose to participate....
or bury your head in the sand
and pretend it’s not happening....

Or you can participate.
Remember the ‘party analogy’
1. Monitor conversations first - LISTEN
2. Introduce yourself and start conversations, ask questions - ENGAGE
3. Answer questions, give advice, if appropriate (i.e. if you can be helpful)
– CONTRIBUTE
4. Share the advice if you believe in it (and encourage others to share
yours)

If you don’t like what they say…

Are you prepared to let go of your
brand, at least just a little…
• It may seem scary at first but it could be the best thing you’ve ever
done.
• Feedback is good (and consumers will talk regardless)
• We don't live in a perfect world and no
one expects your business to be perfect
(okay some do!)
• In fact, if you had nothing but 5-star
reviews across the board it might
strike consumers as a bit suspect, is
anybody REALLY that perfect?
• Also, negative reviews offer a
golden opportunity, to go
above and beyond.
See: http://consumerist.com/customer-service/above-and-beyond/

So GO to the party…but
go prepared!!!
Your options:
• Get tracking in place – Google Alerts & more
• Choose when to do something about it, and when
to ‘LET IT GO!’
• ‘Kill them with kindness’
• Be attentive - ask them how you can fix it...
show you care!
• Personally see it through to the end
• Saturate the market with ‘good stuff’

To do this you don’t need this…

• http://www.tweetbeep.com Track what people say on Twitter.
• http://search.twitter.com/ Like Google’s search engine but just for
Twitter!
• http://www.google.com/alerts Good comprehensive option to pick up
mentions on Google.
• http://www.samepoint.com Tracks all social media, so should be able to
find mentions of your business on Facebook and Twitter as well as on
blogs.
• http://www.technorati.com If you expect most of your customers to be
talking about you on blogs, you need a
Technorati account. You can do one-off
searches of the blogosphere for your business, but you can also
automate your searches by using a Watchlist (look under the Favourites tab)
• http://www.socialmention.com Like Google Alerts but for social media.
You need tools like this...

But what if it’s your staff who are talking?

Catherine Deveny's (The Age)
Logie night tweets…
"I do so hope Bindi Irwin
gets laid".
“Rove and Tasma
look so cute . . . hope
she doesn't die, too.”

Well…you need to monitor what’s being
said AND you need a social media policy!
Consider…
• WHO will be allowed to post? All staff? Just senior staff? Different
staff post different topics i.e. Sales staff post product sales? Marketing
staff only? Web team only? Just staff who can spell?! Just staff who
have something worthwhile saying? What if the usual person is away?
• WHAT are they allowed to post? Special offers only? Links to
articles? New product releases? Work related only? Random musings?
• WHERE can they post to? Just Twitter? Facebook Page & Twitter?
Company only pages? Their own profiles about your company stuff?
• WHAT is the screening/monitoring process? Free for all? None at
all? Scheduled but approved? Approval required for some types of
posts only?
• WHEN are they allowed to post? – As often as they like? A few times
a day? Daily? Weekly? When there is something worthwhile saying?
If you need help…talk to us!

1. Introduce the purpose of social media
2. Be responsible for what you write
3. Be authentic
4. Consider your audience
5. Exercise good judgment
6. Understand the concept of community
7. Respect copyrights and fair use
8. Remember to protect confidential & proprietary info
9. Bring value
10. Productivity matters
Key principles of a good
social media policy
Ideally get professional help in the process,
including legals!

• IBM’s Social Computing guidelines
•Dell’s Online Communication Policy
•Australian National Botanic Gardens
•H&R Block
•Coca Cola
• Kodak
•Telstra
What company’s have a social media policy?
Telstra promote the 3 R’s policy – you are
REPRESENTING, take RESPONSIBILITY, show
RESPECT

Social
networking
meets
search
marketing…

Facebook is having
a crack too…
It’s here and now
there’s DEALS too!

To really fly – we’re there for you!
• Start up SUPER HERO packages – see flyer
• Social media policies
• Social media training – for your and your team
• Social media audits & strategies – what’s working, what’s
not, what should you do next?
• Social media campaign – one-off or ongoing
• Blog set up, development and strategy
• New hires/recruitment
• Events
• Sell products
• Competitor analysis – how can you beat the other villains?
• Applications – want to develop a social media one or an
iPhone one?

Stay in contact!
www.facebook.com/thecreativecollective
www.twitter.com/creativecollect
www.linkedin.com/company/781000
www.youtube.com/dacreativecollective
Join our database
www.thecreativecollective.com.au
07 545 11315

Become a social media super hero

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