7 Simple Tips for Effective Social Media Marketing

Melissa A. Rosati, CPCCMelissa’s Coaching Studio, LLC917-628-4547

The Business Thought Leaders ForumThe Princeton ClubNew York City

November 3, 2011

Are You a SCHMOO?Click on the Link

Introduction

When it comes to learning how to navigate social media, establishing a presence, and monitoring reputation online, our “book first” instinct leads us down the most time-consuming path for what is, most often, a simple question.

My holistic approach to the wired world helps you develop your own system for finding information, learning new skills, and measuring results. I start with the visual concept of the social media application. Then, I show you how to reinforce the concept by understanding the context through through listening and engaging. Reading is the last step. After you see it and hear it, reading about social media marketing, for example, makes sense. The last step is to set goals that are measurable and reflect positively on you as a marketable brand.

1. Watch “how to” videos to learn basic techniques.2. Listen to professional perspectives.3. Engage in conversations.4. Reading selective sources in social media.5. Establish a home base.6. Measure results.7. Revise and adapt.

The following slides provide details for each step. NOTE: All underlined words and/or phrases are hot linked to specific websites. Simply click on the link to access it.

I welcome your questions and comments. Email me: melissarosati@me.com

Mel!sa

State of the Social Media Industry

• 2010 Social Media Marketing Industry Report

The term “social media” refers to the collection of applications themselves (see map) and how people use them to participate in any online community.

“Social networking” refers to your real-time participation in an online communities. It starts when you create a profile on a site, for example, LinkedIn, Twitter, or Facebook.

Sign-up for a free subscription to the Social Media Examiner and use it as your daily textbook.

Listen to my interview with Mike Stelzner, publisher of the Social Media Examiner, on my radio show, Creativity Matters Now!

7 Billion People on the PlanetThere are 5.3 Billion Active Subscribers on Mobile.

Source: Cross Platform Mobile Publishing: A Tutorial, Chris McKenny and Sanj Kharbanda, Book Expo America, 2011

The Top 4 Social Media Tools

•Twitter

•Facebook

•LinkedIn

•Blogs

The Benefits of Social Media Marketing

• 85% of all marketers found social media generated business exposure

• 63% of all marketers saw an increase in web traffic, subscribers, and opt-ins

• 56% of all marketers said their use of social media resulted in new business partnerships.

Source: 2010 Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses by Michael A. Stelzner

Tip #1--Watch

• YouTube

• Dailymotion

• Metacafe

• Vimeo

• video.yahoo.com

• bing.com/videos

• video.aol.com

When I need to learn how to use a social media application, my first stop is always YouTube. I type the application name into the search box. YouTube generates a list of all the tutorials associated with the application. For example, when you search for LinkedIn, you will find dozens of tutorials, one for each feature of the program. In fact, LinkedIn has its own official channel on YouTube. Once on the channel, click on the playlist to find the user tips.

Do this for any application.

Each application listed on the right is hot linked. You can click on each one to check out the sites best suited for your interests and goals.

The next slide illustrates the point. Today, a common question people ask me is: what is a QR code?

What’s a QR Code?Click the Link

Tip #2-- Listen to professional perspectives

• BookExpoCast.com

• Social Media Examiner

• Media Bistro TV

• BeyondtheBookCast

There are hundreds of websites related to social media applications.

Without context, I find it impossible to make sense of anything. That’s why I like to listen to industry professionals talk about why they pick certain applications over others in order to pursue specific opportunities.

On the right, I provide a list of several excellent sites. These examples relate to the publishing industry. To find examples appropriate for your industry, I suggest that you start with the key trade associations. Today, almost all of them have videos of industry thought leaders.

Tip #3--Listen by engaging in conversations

• Technorati

• Alltop

• Blogsearch.google.com

• Searchtwitter.com

• Socialmention.com

• Bing.com/social

Social media applications allow you a level of deep listening that goes beyond what you learn in a controlled focus group. People search for trusted sources, where they can exchange information and comments about what is most important to them. This could be anything from a great travel deal to an inspirational story of personal triumph.

Your challenge is to find your target audience and to start engaging with them by commenting on blogs, sharing media of mutual interest, and asking genuine questions (not sales pitches disguised as questions).

The applications listed here allow you to search by keywords. Two of my favorites are Alltop and Socialmention. Alltop allows you to create your own “magazine” from the most relevant and popular sources. Socialmention provides very

helpful analytics to deepen your understanding of key topics.

Tip #4--Read• Launch: How to Quickly Propel Your

Business Beyond the Competition by Michael Stelzner

• The New Rules of Marketing & PR, 3/e by David Meerman Scott

• Guerrilla Social Media Marketing: 100+ Weapons to Grow Your Online Influence, Attract Customers, and Drive Profits by Jay Conrad Levinson and Sharon Gibson

• Problogger: How to Blog Your Way to a Six-Figure Income, 2/e by Darren Rowse and Chris Garrett

• The New Relationship Marketing by Mari Smith

Books galore address “how to” become a social media superstar. It is my experience that the people who really are the superstars are the most humble, generous, and honest about the work and discipline involved in achieving goals.

You need experts who are good filters of information. For me, I start with the Social Media Examiner published by Michael Stelzner. This free online news source is my “living” social media textbook because it covers all of the major applications in short, crisp articles written by the best practioners in their respective fields.

The other titles listed here are my most trusted sources for my own work and when I consult with clients.

If you are new to social media marketing, I suggest you start with Launch by Michael Stelzner and The New Relationship Marketing by Mari Smith. Read together, these books provide an awesome foundation for your business.

Tip #5--Establish a Home Base

•LinkedIn

• Slideshare

• Blog

• Twitter

• Creativity Matters Now! Radio

• Website

• LinkedIn Groups

• Meetup

The point of social media is to make meaningful connections. Your daily commitment is to invest time in both listening and engaging with others.

Many people resist or resent using social media tools because they say it takes time away from their business. Like anything else, if you bring resistance or resentment to your work, the results will be steeped in resistance and resentment.

I find it is helpful to choose one application as the “home base.” Then, I choose a few other applications that complement and amplify my base. For example, my home base is LinkedIn. My objective is to build my business through networking with other professionals.

In my business plan, something every small business owner should have as a guide, I’ve committed to LinkedIn in 2012. When I revise/update my plan at the end of the first quarter (March 31, 2012), I may adjust my strategy. The point is that you need a firm, measurable commitment.

In your case, you might choose to make your blog your home base or Twitter. That’s fine. The key to success is consistency with the tool you choose. Remember, the goal is to listen to others and to create content for them, not you.

Tip #6--Measure Results

• Cotweet

• Hootsuite

• Google Analytics

• Klout

There is nothing more discouraging than the feeling no one connects with your message. Many marketers jump into “my product/service is still not good enough” mode. The reality is that your product or service is probably not the problem.

The problem is managing your expectations.

First, what is the customer behavior you want to drive?

Then, what specifics do you want to measure?

These tools, for example, put you in control.

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Go to Overdrive to

download this free map

with the hot links!

This map is brilliant. Use it to clarify your thinking about which tool is appropriate for your goals.

Tip #7--Revise and Adapt Your Strategy

S = SpecificM = MeasurableA = AttainableR = RealisticT = Time-Oriented

Outcome Specific Measurable Attainable RelevantTime-

Oriented

What is the end-result you

want to achieve?

Who?What?When?Where?Why?

How much?How often?How many?

Can you do it, realistically?

Why is this important to

you?By When?

Summary

• If you are spending $$$$ on social media marketing, you are not doing it right.

• Like learning any new skill, there is a learning curve.

• 1st--Watch. 2nd--Listen. 3rd--Engage. 4th--Read.

• Always set goals and measure results.

• Consistency is the key to success!!

Get Sexy with Social Media!Click the Link

About Melissa A. Rosati, CPCC

Melissa A. Rosati, CPCC, is a certified professional co-active coach (CPCC). She is the CEO of Melissa’s Coaching Studio, LLC.

Melissa’s clients are writers, artists, creative professionals, and social entrepreneurs. With a keen interest in creativity, collaboration, and innovation, Melissa develops coaching programs to help people take their performance to the next level. Her services include executive coaching, team coaching, and staff training for organizations. As appropriate to each client’s needs, she formulates social media marketing strategies and provides hands-on training.

A former publishing executive, Melissa brings a solid background in marketing, publicity, and media relations to her coaching and consulting clients. She knows how to put her clients at ease and how to help them connect with their audience. Her professional background, with publishers such as McGraw-Hill International (UK), Routledge, and HarperCollins College, is in strategic planning, reorganization, partnerships, content acquisition, online product development, contract negotiation, staff training and development, and publishing in international markets. In addition to her business, she is an adjunct professor of publishing at Pace University, where she co-leads executive training programs for publishers located throughout China.

Melissa earned her coaching certification from The Coaches Training Institute, San Rafael, CA. She is a member of the Creativity Coaching Association and the International Coaching Federation. She also serves her community as an Ambassador for the Leukemia and Lymphoma Society.

She lives in New York City.

P: 917-628-4547 E: melissarosati@me.com W: www.melissascoachingstudio.com T: @melissarosati L: linkedin.com/in/melissarosati FB: facebook.com/melissarosati B: www.melissarosati.com Radio Show: Creativity Matters Now! Skype: melissascoachingstudio M: www.melissascoachingstudio.mobi