Slay YourYour

Competitorson Social Media

Presenter:Date:Location:

Diana EsparzaApril 16, 2014Ottawa, Canada

1. Introduction2. Online Marketing Basics3. Websites, Blogs, and SEO4. SMM: What You Need to Know Before You Start5. Facebook6. Twitter7. LinkedIn8. YouTube9. Contact

“Social media spark a revelation that we, the people, have a voice, and

through the democratization of content and ideas we can once again unite around common passions, inspire movements, and ignite change.”

Brian Solis,Engage: The Complete Guide for Brands and Businesses to

Build, Cultivate,and Measure Success in the New Web

Contents☀

Diana Esparza

aboutDiana Esparza

• International Trade, Marketing and e-Business Professional

• Over 10 years of experience in sustainability and technology

• Put in place best-practice sales and marketing systems, governance structures,

and decision-making processes.

• Goal to assist organizations in the development of eco-innovative business

strategies,

methodologies, and expertise to assertively penetrate into new markets.

• Diana believes in using the power of technology to help

organizations to implement solutions that enable them to

increase productivity, reduce cost, and become more

profitable in a sustainable way!!

• "Increase Reach, Velocity and Profitability"

SEE RESUME

HERE

Visit my blog at: www.dianaesparza.me

Attract

ATTRACT

THE ART AND SCIENCE OF LEVERAGING THE INTERNET TO GET YOUR MESSAGE ACROSS SO THAT YOU CAN MOVE PEOPLE TO TAKE ACTION.

CONVERT

TRANSFORM

03

02

01

Transform

ConvertOnline Marketing

Basics

It’s about using the right tools, with the right triggers, within a proper marketing framework

THE ACT METHODOLOGY

attractThe Act Methodology:

Main goal: Drive traffic to your site

Brand \ Outcome \ Differentiator

BOD

• If your brand could be summed up in ONE WORD, what would it be?

• What’s the outcome YOU help clients achieve?

• What makes you INHERENTLY different from your competitors?

BOD?

convertThe Act Methodology:

Consumption of Valuable Content + Time

Best Conversion Tool: YOUR WEBSITE

CLIENT

transformThe Act Methodology:

Transform past successes into NEW ATTENTION

People, specially strangers crave social proof

MIMICRY

Tools that Transform

2

3

4

1

White PapersProducts

Videos, Audio, PicturesClients, Products, Employees

Case StudiesSolution

TestimonialsClients

Social media platforms are a great way to showcase past and present success stories. By letting the customers speak for themselves, you can leverage social proof to attract more prospects!

Social Media is Built on Social Proof

OnlineTactics

Method Attract? Convert?Consumer or

Customer

Transform?

Social Media Marketing Yes Yes: consumer ,Not customer

Yes

Website/blog/Podcast Yes Yes: consumer,and customer

Yes

Email Marketing No Yes: consumer,and customer

Yes

Giveaway on site to build email list

Yes Yes: consumer No

Search EngineOptimization (SEO)

Yes Yes: consumer,and customer

No

Video Yes Yes: consumer,and customer

Yes

Your CULTURE

is Your BRAND

– Tony Hsieh

Social media, blogging, search engine optimization, and email marketing are

powerful ways of developing online leads for most business. HOWEVER, it’s your

Company’s website where your prospects makes a buying decision and the sale

actually takes place!

Educate | Market | Sell

A Website has impeccable DESIGN,

STRUCTURE, CONTENT, OPTIMIZATION,

MAINTENANCE

Is Your Website EMS?• It’s expected

• It’s efficient

• It converts

WEBSITE

You don’t need a blog, but you do need fresh

content on an ongoing basis.

Blogsites, Content Management Systems

(Joomla – Wordpress)

Do you NEED a blog?• Content is King

• Heart of every good website

• Educate, Expertise, credibility

BLOG

• Biggest challenge to website owners

• Google displays sites it believes are authoritative and relevant. They measure relevance

by analysing page content, the words you and I read, and they measure authority (mostly)

based on the number and quality of other pages linking to the pages they show, links are

like votes.

SEO

WebsitesBlogs, SEO

Checklist

Social Media

Marketing

A good BOD

A Website

Content

Email Capture System

Blog

90%

100%

80%

95%

80%Visibility + Credibility =Social Media Success!

Perfect PostHOW TO CREATE THE

“If you’re going to slay your competitors on social media, you need to figure out what kind of content works best for eachsocial network so no efforts are wasted..”

THE PLACE WHERE PROFESSIONALS

GO

• B2B Platform

• 147M members users from 170 industries

• Showcase expertise

• Ultimate online Rolodex

• Interactive online resume

ALL ABOUT BUSINESS

LinkedIn Twitter Facebook YouTube

TECNOLOGIES I USEDSocial Media Marketing

HAPPY HOUR

• B2C Platform

• 650M active users

• Showcase own identity

• Attract consumers and build

relationships over time

• Never push products or services

ALL ABOUT FRIENDSHIPS

THE PLACE FOR CREATORS &

COMMUNICATORS

• B2B & B2C Platforms

• 225M users

• Showcase expertise and identity

• Attract attention and create expert

platform instantaneously

• Have and use your own personal name

ALL ABOUT THE DIALOGUE

INTERACTIVE WEB ECO-SYSTEM

• B2C and B2B Platforms

• Over 800M visitors per month

• Over 4 billion videos are viewed a

day

• Showcase own identity/expertise

• Attract consumers and push products

and services

• Edutainment

ALL ABOUT YOU

“All About Business.”

• Make sure your profile is

written so that people can

find you.

• Check out your home page

for updates from your

connections, and comment

on, share and like them.

• Get stuck into a Group.

• Answer a question.

• Endorse or recommend a

connection.

LinkedIn Quick Wins

“All About the Dialogue.”

• Write tweets between 120 and 130 characters for the most

click-throughs.

• Place links 25% of the way through your tweet for the best

click-through rate.

• Tweets with the words “via,” “@,” “RT ,” “please,” and

“check” have higher click-through rates than those without.

• Write tweets with more action verbs, and fewer nouns to get

more clicks

• Tweet on Friday, Saturday, and Sunday for the best click-

through rate, and later in the day instead of the morning.

Twitter Quick Wins

“Happy Hour.”

• Post tons of photos -- they get the most likes and shares.

• Photos also get a lot of comments, but text updates get

slightly more.

• Posts that are either very short, or very long have a higher

percentage of likes.

• Long posts also tend to have more shares -- the sweet spot

is between 400 and 500 characters.

• Show some personality! Posts with self-referential words,

like “I” and “me” tend to get more likes.

• Posts published on Saturdays and Sundays receive a higher

percentage of likes than those posted during the business

week -- and Thursday is the lowest day for generating likes!

• Content posted later in the day get more likes and shares --

likes peak around 8PM EST, while shares peak around 6PM

EST.

Facebook Quick Wins

“All About the Visuals.”

• Descriptions about 200

characters long are repinned the

most.

• Find content spins around words

like “quotes,” “products,” “DIY,”

“inspiration,” “books,” and

“ideas.” These words are the

most frequently pinned on

Pinterest.

• Content that is liked gets

repinned more often than content

with lots of comments -- so

replicate your content that gets

liked!

• Make your images tall! Taller

images get more repins.

Pinterest Quick Wins

Recap

“I worked with the management team

to hone the “One Step to Go Green

Mission,” embodying the company’s

well-established and ongoing goal

of providing sustainable services.

With this message of corporate

social responsibility as the blueprint,

I built a comprehensive Marketing

Strategy that included a new

website design, social media

strategy, brochure, informative

articles, tip sheets, brochures,

emails, blog posts and more.

For more information, please visit

www.bmi-ind.com

StudyBMI

Case ““BMI delivers facility services with an innovative and customer-centric approach. Introducing new ways of integrating people,processes and technology, BMI delivers full complement of facility solutions for forward-thinking organizations ”.

Louis Lemieux, CEO

1. Formalize your brand strategy.

2. Put together a comprehensive

marketing plan.

3. Take a critical look at your

current website.

4. Set benchmarks

Google Analytics; Alexa

“How did you hear about us?”

SEO Ranking

5. Make a decision on time

investment.

6. RELAX!

7. Set up your accounts.

8. Take some time learning the

tools and the lingo.

9. SHARE

10. CARE

Call ToAction

Don’t Be AFRAID and Experiment with Your Marketing– Mike Volpe

www.hubspot.com

The Zen of Social Media

Marketing by Shama Kabani

www.marketngzen.com

3 Ways to Use Social Media to

Spy on Your Competition

http://raleighinboundmarketing.co/

2014/02/3-ways-to-use-social-

media-to-spy-on-your-competition/

Sources

Don’t Be AFRAID and Experiment with Your Marketing– Mike Volpe

contactKeep in touch

http://www.

dianaesparza.me

Social Media

Mailing Address

Contact InfoPhone: +1.613.255.6021

Email: dianaesparza@hotmail.ca

Web: www.dianaesparza.me

Ottawa, Ontario, Canada

Facebook.com//ecomemarketing

Twitter.com/dianaesparzab

Plus.google.com/dianaesparza

Linked.in/dianaesparza

How To CrashYour

CompetitorsIn 30 DAYS

Presenter:Date:Location:

Diana EsparzaApril 16, 2014Ottawa, Canada