The first Digital Media Now for Yogis was hosted on Saturday July 28th at La Jolla Yoga Center. Marketing Melodie combines her 2 passions for Marketing and Yoga to teach Yoga, Fitness and Wellness professionals how to grow their business through their passions. The second session focuses on integrating social media into your marketing plan.

1. Presents:
Integrating Social Media
Into Your Marketing Plan
Presented by: Melodie Tao
TWITTER @MyMelodie
Event Hashtag: #DMNYogi

2. About Melodie Tao
Professional:
• Company- Marketing Melodie
• My Role- Marketing Consultant, International Public Speaker, Educator
• Services- Consulting, Speaking, Seminars, Workshops
• Professor- National University (Classes- Interactive Strategies, Interactive
Campaigns), Platt College San Diego (Classes- Marketing and
Communication)
Background:
• Traditional Media Experience- Radio, outdoor advertising, event
production, promotions
• Online/Digital agency experience- SEO, PPC, Affiliate Marketing, Social
Media, Project Management
Expertise:
• Marketing with an emphasis on digital technology and social media
• Community Building, Brand Development
Yoga:
• Certified Yoga Instructor
• Teaching Styles- Vinyasa, Hatha
• Experience- Instructor at YMCA La Jolla, La Jolla Yoga Center (sub),
Forward Motion and Creator of Yoga for the Busy Body Workshop
TWITTER @MyMelodie, Event Hashtag: #DMNYogi

3. Today’s Topic
How to Integrate Social Media Into Your Marketing
Intention: You will learn how to leverage the power of your other marketing
tools by understanding how to effectively integrate social media
Here’s why we have this intention: Social Media needs to be cohesive with
the rest of your marketing campaigns. It’s something that enhances your
marketing strategy, but should not take the place of other marketing
channels.
How to Integrate Social Media into:
• Other Forms of Digital Marketing
• In Person Events
• Traditional Media

4. Important Terms
What do I mean when I say…
Social Media: Web and mobile technologies to turn communication into an
interactive dialogue. Creates a 2 way conversation between the business and
consumer and allows consumers to create user generated content by
contributing.
Marketing Campaigns: A specific, defined series of activities used in marketing
or using new marketing channels. (SEO, Email, Social Media)
Marketing Strategy: A foundation for executing your marketing campaigns.
Allows you to concentrate your resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage. Important to
have a strategy before jumping into social media.

5. Incorporating Social Media into other
forms of Digital Marketing

6. Digital Marketing: SEO
What is SEO?
SEO: Search Engine Optimization- The process of improving the visibility of
a website or webpage in a search engine by the "natural" or un-paid
(organic) search results
• SEO goes hand in hand with Social Media
• Search engines pick up “real time” information and results that are created
through Social Media
• Blog posts create fresh, new content for your website on a regular basis which is
picked up on by search engines
• Strategically utilize keywords in your Social Media updates
• Link keywords in your blog posts

7. Digital Marketing: SEO
Example of linking keywords in a blog post from NewCondosOnline.com

8. Commonly Searched Yoga/Fitness Terms
• Most searches for fitness facilities are local.
• Optimize your area: Yoga Mission Valley, North Park Yoga, La Jolla Yoga
• Look for variations- La Jolla Bootcamp vs La Jolla boot camp (with a space)
• If you offer training programs that may drive people in from other states,
optimize for broader terms in National search: Yoga Teacher Training San
Diego, Personal Training Certification

9. Digital Marketing: Email
2 Types of Email Marketing, 2 Opportunities to integrate
Social Media
• Personal Emails sent out from your Business Account- Emails you are sending
out directly to another recipient
• Email Marketing Campaigns- Emails you send out with a specific message to
consumers. Usually sent out to many people at once on your email list.

10. Digital Marketing: Email
Personal Emails
• Integrate Social Media into your personal emails by including a link in your
signature

11. Digital Marketing: Email
Email Marketing Campaigns
• Include clear call to actions in your email marketing campaigns
• Include clear links/Social Sharing buttons to your social media networks

13. Networking Events
• Include links to your social networks on your business cards
• Connect with your new contacts on LinkedIn immediately after the event and
mention where you met them.

14. Conferences
• Do research on who’s going to be attending beforehand and reach out to people on
Social Media that you’d like to meet.
• RSVP that you’re going to be at the event on Facebook and LinkedIn and share with
your connections
• Find the official hashtag for the event/conference you’re going to. Tweet that you’ll
be there with event Hashtag and include the Hashtag in all tweets relating to that
conference.
• Hashtag- Allows you to track specific events and topics. At conferences, it’s a great
way to find out and connect with others who are already there.
• Connect with your new contacts on Social Media immediately after the conference
and mention where you met them.

16. Traditional Media- Print
Many types of print marketing are still relevant today: Brochures, flyers,
Magazine/Newspaper ads
• Include Social Media icons and write out your URL names for each icon
next to the icon so readers can easily connect with you online
• QR Codes
• Make print material available virtually online
Include the URL
next to the icon

17. Traditional- Radio
• Stop repeating the phone number over and over again at the end of a
Radio Ad. People are not going to remember the number or call you
right away. Instead repeat your website
• In addition to your website, mention to find you on Facebook and
Twitter. Say the URLs. People are much more likely to remember this
than a random phone number
TV/Videos
• Include a visible URL of your website.
• Include a visible URL or your Social Media URLs

18. Public Relations
What is Public Relations (PR)?
Public Relations: The practice of managing the communication between
an organization and the public to gain exposure of news to target-audiences.
Public Relations Activities: Messaging, Press releases, Speakerships, Media
Relations including trade, local, national and online publications.
• Social Media Press Releases- When creating a press release, your social media
version should be customized for the web. Social Media press releases have
sharing features, a specific tweet that readers can post, links within the press
release etc. PitchEngine is a useful site
• Teaser Posts: Create excitement about your upcoming PR appearance. Whether
it’s a mention in a magazine, a radio interview or television appearance, let your
community know exactly when and where they can see your company in the
media! Post anticipating tweets and Facebook updates a few days out.
• Blog post follow up: After your PR appearance, draft up a quick blog post with
information about your feature. If it’s a TV clip, see if you can obtain a file of the
clip to host on your own YouTube and embed in your blog post. If it’s a radio
appearance, get an audio of your airtime. If it’s an article, link to the online
version of the article.

19. Public Relations
What is Public Relations (PR)?
Public Relations: The practice of managing the communication between
an organization and the public to gain exposure of news to target-audiences.
Public Relations Activities: Messaging, Press releases, Speakerships, Media
Relations including trade, local, national and online publications.
• Social Media Press Releases- When creating a press release, your social media
version should be customized for the web. Social Media press releases have
sharing features, a specific tweet that readers can post, links within the press
release etc. PitchEngine is a useful site
• Teaser Posts: Create excitement about your upcoming PR appearance. Whether
it’s a mention in a magazine, a radio interview or television appearance, let your
community know exactly when and where they can see your company in the
media! Post anticipating tweets and Facebook updates a few days out.
• Blog post follow up: After your PR appearance, draft up a quick blog post with
information about your feature. If it’s a TV clip, see if you can obtain a file of the
clip to host on your own YouTube and embed in your blog post. If it’s a radio
appearance, get an audio of your airtime. If it’s an article, link to the online
version of the article.

20. Success Story
• http://manifestationyoga.com/
• https://twitter.com/manifestyogajen
• https://www.facebook.com/JenniferPastiloffYoga
• http://www.marketingmelodie.com/2012/06/how-to-optimize-your-public-relations-
effort-for-social-media-all-while-doing-karaoke-yoga/

21. Thank You!
• La Jolla Yoga Center
• YourBuddhi.com

22. Namaste Contact:
melodie@marketingmelodie.com
http://www.marketingmelodie.com
858-335-9421
Connect:
Twitter.com/MyMelodie
Linkedin.com/in/MarketingMelodie
Facebook.com/MarketingMelodie
Slideshare.net/MarketingMelodie
Google+: http://gplus.to/MarketingMelodie