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e: david@doitmarketing.com | p: 610.716.5984
Social Media and Uncommon Marketing
David Newman
e: david@doitmarketing.com | p: 610.716.5984
David Newmans
e: david@doitmarketing.com | p: 610.716.5984
“Who is this guy?”
e: david@doitmarketing.com | p: 610.716.5984
Social Media
MARKETING
e: david@doitmarketing.com | p: 610.716.5984
• I love social media• I hate social media• What is social media?
“I don’t care about social media. I care aboutmore leads, better prospects, more members, value-first marketing, building a community, becoming a trusted resource & helping others”
Quick Poll: WHO are YOU?
e: david@doitmarketing.com | p: 610.716.5984
Outbound Marketing
e: david@doitmarketing.com | p: 610.716.5984
Outbound Marketing800-555-1234AnnoyingSalesperson
e: david@doitmarketing.com | p: 610.716.5984
Bad News…
VOLUNTARY ATTENTION
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More Bad News…
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Answers, Advice, SolutionsContent SEO Social Media
e: david@doitmarketing.com | p: 610.716.5984
Inbound Marketing
Convert
Get FoundInbound marketing pulls people to YOU
e: david@doitmarketing.com | p: 610.716.5984
GOOD News: Budget vs. Brains
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Inbound Gives Leverage
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e: david@doitmarketing.com | p: 610.716.5984
e: david@doitmarketing.com | p: 610.716.5984
e: david@doitmarketing.com | p: 610.716.5984
e: david@doitmarketing.com | p: 610.716.5984
Plain English
• Social Networking = Relationships (Hello!)– Facebook, Twitter, LinkedIn
• Social Media = Resources (Here!)– Blogs, audio, video, slides, photos,
music
• Social Bookmarking = Reciprocity (Hey!)– Delicious, Digg, StumbleUpon
e: david@doitmarketing.com | p: 610.716.5984
Social Media – So What?
• You can bypass gatekeepers (ad agencies,
PR people, media outlets) and publish your own content: value-rich web sites, blogs, YouTube videos, photos, resources...
• So you reach consumers directly…• More involvement & More engagement…• More & better prospects = More members
e: david@doitmarketing.com | p: 610.716.5984
NEW MODEL: Where U at?
e: david@doitmarketing.com | p: 610.716.5984
Social Media is for B2B and B2C
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
e: david@doitmarketing.com | p: 610.716.5984
4 Steps• Publish (Get Found)
• Promote (Amplify)
• Optimize (Magnetize)
• Capture (Convert)
e: david@doitmarketing.com | p: 610.716.5984
1. Publish
e: david@doitmarketing.com | p: 610.716.5984
Blogging and B2C and B2B Leads
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
e: david@doitmarketing.com | p: 610.716.5984
What to Publish?• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
e: david@doitmarketing.com | p: 610.716.5984
Where to Publish?
e: david@doitmarketing.com | p: 610.716.5984
Write Share meaty content
Repurpose
Articles into…
Blogs into…
PPT/PDF into…
Podcasts into…
Videos into...
? ? ? ? ? ? ?
e: david@doitmarketing.com | p: 610.716.5984
Blog
e: david@doitmarketing.com | p: 610.716.5984
Blog Topic Ideas
• List of 5 ideas, trends or thoughts• Publish a list of links• Take a recent experience and share it• Answer questions you received
recently• Workouts, recipes, kids activities, tips• Turn a press release into a blog article• Check your email outbox
e: david@doitmarketing.com | p: 610.716.5984
Blogging for Your YMCA
• Share relevant information• Write consistently – at least
once or twice a week• Post links, articles, photos
and videos• Make it personal and fun
but… Think before you post!
e: david@doitmarketing.com | p: 610.716.5984
PUBLISH CONTENT: Where u at?
e: david@doitmarketing.com | p: 610.716.5984
2. Promote (Amplify)
e: david@doitmarketing.com | p: 610.716.5984
It’s Not Your Daughter’s Social Media
e: david@doitmarketing.com | p: 610.716.5984
Social Media = Networking
• Become a real member of the community
• Add value to the community– Ask and answer questions– Be concise– Be responsive
• More effective than live cocktail parties– Encourage involvement & engagement– Other people can listen in easily
e: david@doitmarketing.com | p: 610.716.5984
e: david@doitmarketing.com | p: 610.716.5984
Twitter for Your YMCA
• www.Twaitter.com or www.SocialOomph.com
• WHAT to automate– Resources, articles, retweets, quotes, news
• What NOT to– Relationships, reciprocity, authenticity
• 5-7 day cycles• Wed-Fri 5am, 9am, 1pm, 3pm, 6pm,
11pm ET
e: david@doitmarketing.com | p: 610.716.5984
Twitter Tips
• Use the # sign with your city’s name, or other subject to attract more local or targeted followers. Example: #Philadelphia or #swimming
• Use Twitter to provide information that helps your followers - not just sell them on what you do. Link to articles, blogs, videos, etc.
e: david@doitmarketing.com | p: 610.716.5984
e: david@doitmarketing.com | p: 610.716.5984
Facebook 3 peaks: Early morning (7 a.m.)
After work (5 p.m.) Late at night (11 p.m.)
e: david@doitmarketing.com | p: 610.716.5984
Facebook for Your YMCA
• Personal Profiles for Staff
• Groups for Each Class• Y Business (Fan) Page• Participate in Industry
Groups and Events• Link your Y’s Blog
e: david@doitmarketing.com | p: 610.716.5984
Facebook: Make it friend-ly!
• Start a Facebook business page• Add value – not just Y, Y, Y!• Connect with people in your target
market• Get and stay active• Share valuable tips and ideas• Play with Facebook ads – very
enlightening!
e: david@doitmarketing.com | p: 610.716.5984
e: david@doitmarketing.com | p: 610.716.5984
YouTube and Your YMCA
Demos, techniques and short clips from your instructors
Offer virtual tours (pool, gym, machine room, fields, etc)
Assemble a collection of videos to share with your members, families, community
Promote events and classes via website and social media
e: david@doitmarketing.com | p: 610.716.5984
PROMOTE/Amplify: Where U at?
e: david@doitmarketing.com | p: 610.716.5984
Why WON’T this happen?
• Overwhelm• Too much “other” work• Not sure where to start• Lack of plan• Lack of calendar
• Breathe – small steps• This IS the work• EEE• Verb-noun-date plan• Create SMM calendar
e: david@doitmarketing.com | p: 610.716.5984
3. Optimize (Magnetize)
e: david@doitmarketing.com | p: 610.716.5984
Good news & bad news…
• Philadelphia fitness center - 0• Hershey PA gyms - 0• Harrisburg health club - 0• Wilmington exercise class – #7 but…
• Wilmington DE day camp – #7 Bingo!
e: david@doitmarketing.com | p: 610.716.5984
http://Website.Grader.com
e: david@doitmarketing.com | p: 610.716.5984
You can attract folks offline too...
e: david@doitmarketing.com | p: 610.716.5984
Optimize: Where U at?
e: david@doitmarketing.com | p: 610.716.5984
4. Convert
e: david@doitmarketing.com | p: 610.716.5984
Convert with Landing Pages
Target Market
Website Visitors
Leads
Opportunities
Customers
Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).
A cost becomes a benefit.
e: david@doitmarketing.com | p: 610.716.5984
Landing Page Tips
e: david@doitmarketing.com | p: 610.716.5984
Landing Page Tips
• Limited navigation
• Clear and simple• Form above fold
e: david@doitmarketing.com | p: 610.716.5984
Landing Page Uses
• Call to action on website homepage• Links in all email newsletters / emails• Use for all pay-per-click ads• Track hits/opt-ins after fundraisers or
events
e: david@doitmarketing.com | p: 610.716.5984
SMM tips
• It’s NOT about YOU (or the Y!)• It’s NOT FREE• It’s NOT FAST• Offer INSTANT value• Content > Conversation >
Conversion
e: david@doitmarketing.com | p: 610.716.5984
e: david@doitmarketing.com | p: 610.716.5984
Homework
• Get ACTIVE on Twitter, Facebook, YouTube– David Newman, @dnewman– Begin connecting with people and offer value
• (Re-)Commit to BLOGGING– Share ideas worth talking about (spreadable)– Cultivate and communicate your expertise (solve
problems!)
• Focus FIRST on MARKETING– Social media is a tactic and a context
e: david@doitmarketing.com | p: 610.716.5984
Final Thoughts
• Start small• Stick to your plan and create your calendar• Learn as you go and adjust based on results• Get Your Social Media Marketing Starter Kit• THANK YOU!!!
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