A case for the "strategy of no strategy" and a warning that the age of D.I.Y marketing (do it yourself) for small business is DEAD. Inspired by Tara "MissRogue" Hunt's "Your Social Media Strategy Won't Save You".

1. The
Digital
Paradox:
A case for and against a
social media marketing
strategy.
Presented by: Eli Martinez, Founder Inwood Hill

2. DISCOVERY
“Just the facts
ma’am.”
- Joe Friday

3. Social media usage by small business
owners doubles, increasing from 12%
to 24% in 2010!
•75% have a company page on a social networking site
•69% post status updates or articles of interest on social media sites
•57% build a network through a site such as LinkedIn
•54% monitor feedback about the business
•39% maintain a blog
•26% tweet about areas of expertise
•16% use Twitter as a service channel
RESULTS
*“The State of Small Business Report”, sponsored by Network Solutions, LLC and University of Maryland’s Robert H. Smith School of Business.

5. But wait. There’s more…

6. 25% of small business owners
polled feel social media has
“fallen short of expectations.”
*“The State of Small Business Report”, sponsored by Network Solutions, LLC and University of Maryland’s Robert H. Smith School of Business.

7. • 50% feel it’s used up more time
than expected
•19% believe social media has
lost them money
•17% feel social media has allowed people
to criticize their business
*“The State of Small Business Report”, sponsored by Network Solutions, LLC and University of Maryland’s Robert H. Smith School of Business.

9. “Why should I
bother spending
the time or money
marketing my
business online?”
- anonymous

10. social media marketing =
LEVERAGE

11. Extend your BRAND’S
reach. Broadcast your
message globally, 24/7.
Touch more people, more
often.

12. Build a COMMUNITY.
Get closer to customers &
empower brand
ENTHUSIASTS. Unleash
the power of W.O.M.

13. Become a Thought
LEADER. Educate, raise
awareness & build
TRUST. Social proof
influences buying
decisions.

14. “Great. So how do I
make social media
work for my
practice?”

15. PROVEN
vs.
Tool… Strategy.

16. “Social media isn’t a strategy, it’s one of the
communication tools available. It’s a great
and potentially personal tool, but don’t stop
there. “
“Think customer-centrically
instead – for the entire experience…”
- Tara Hunt
Author of “The Whuffie Factor: Using the Power
of Social Networks to Build Your Business”

17. Do... Don’t...
• Send customers to other • Make cutbacks in marketing,
websites (be a resource) customer service or support
staff when budgets tighten
• Right by your customers all
the time (service first) • Not appreciate what your
customers are saying about
• Know that you’re competing
you (good or bad)
for their attention with
everyone else (clear messages) • Make understanding the
benefits of your services or
• Work with competitors
products complicated
toward better customer
experiences (collaboration) • Measure the number of
“friends” or visitors to your
• Measure referrals from
website as success (social
friends as success (leads)
media is about being social)
“Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.

18. a shift is happening
1. ‘social media strategies’ are now customer-centric business strategies
2. ‘marketing’ is now about fostering customer happiness
3. ‘influencers’ are being replaced by brand enthusiasts
4. ‘campaigns’ are now learning cycles
5. ‘trust’ is now about creating something deeper
“Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.

19. GUARANTEE
“Hey, didn’t you
say something
about using
social media as a
tool?”
- Tim

20. 6 social media “tools”
…and ways to use them
1. Raise awareness - spread the word, “post/share/re-tweet”, keywords,
SEO, blogging, tweeting, publishing articles, press releases & white
papers
2. Spark interest - focus on design, social branding, customization, post
videos and share photos, “follow/become a fan/like”, status updates
3. Deepen understanding - good copy/content, collecting feedback,
analytics, having conversations/engaging prospects & customers,
“Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.

21. 6 social media “tools”
…and ways to use them (cont)
4. Uncover attitudes - learn from customer reviews, online surveys,
ratings, “diggs”, tracking keywords, opinion polls, responding to let
people know you’re listening, collaboration
5. Promote the purchase - make it simple and fun to discover, share and
sign up for care, create multiple channels, share decisions on social
networks, “Fan Page”, post and share photos, “Flickr”
6. Encourage repurchase - tell a friend referral programs, tracking
communication preferences, deep web and brand monitoring, feedback
loops, rewards program for brand enthusiasts and their network
“JEE-WHIZ!”
“Your Social Media Strategy Won’t Save You.” By Tara “missrogue” Hunt. Author of The Whuffie Factor.

23. D.I.Y. (do it yourself)
“OK for fixing the kitchen sink.
NOT okay for your online
marketing strategy.”
- Eli Martinez

24. SAVE
Marketing
Departments
“Not just for big business
anymore.”
- 21st Century Chiropractor

25. PROVEN
Yup…
we are your TOTAL digital
marketing solution.

26. Our MISSION:
to provide YOU
with big agency
solutions &
results without
the big agency
price tag….

27. “Take ACTION now!
Fill out the
appointment form
and book your
consult before it’s too
late.”
- Uncle Sam

28. The
End