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Graduating from Social Media
to Running a Social Business
When Social Media is no longer a shiny object
how does it actually MATTER for your business?
Laura “@Pistachio” Fitton
Social’s Not Just for Marketing…
Use it to Generate Real Business Impact:
1. Attract
a targeted, engaged following
2. Build engaged community
with actual business impact
3. Source Leads
and nurture valuable relationships
4. Develop relationships
With media and influencers
1. Attract
a targeted, engaged
following
Influence (was)
ATTRACT
attention to yourself
Influence (is)
PROVIDE
attention and value to others
Graduating from Social Media to Running a Social Business
Be
Useful
Mission:
[Social Accountt] is where _(who)__
can find _(what value offered)_.
Bio:
“follow us for…”
Image: http://inay.org
SOLVE FOR THE HUMANS
Not just their happiness,
but also their success.
2. Build Engaged
Community 	
  
with	
  actual	
  business	
  
impact
How Can I Get
More Followers?
You don’t just want a following.
29
You want
screaming,
raving fans
Know Your Personas, Cold
•  Write down everything you know
•  What are their challenges?
•  How are they measured?
•  What do they read?
•  What (and where) do they share on social
media?
•  Content types that fit with everything you
know about their lives
•  Solutions to their challenges
•  Tools to help them crush their numbers
•  Must-read articles and digests
•  Shareable items that will make them look
good
Share This
No, Really, Pistachio.
How Can I Get
More Followers?
Graduating from Social Media to Running a Social Business
35
Be
generous.
• the more you give,
the more you get
• build trust, credibility,
& goodwill
• increase # of pages &
inbound links
37
Be helpful.
Helpful
Relevant
Remarkable
Frequent
ask yourself how you can be of service to
your current and potential customers. What
problems can you solve? What questions can
you answer? What knowledge can you
share?
Read more: http://blog.hubspot.com/blog/
tabid/6307/bid/10291/Helpful-is-the-New-
Viral.aspx#ixzz1GsSghdGN
Helpful is the new viral.
39
Remarkable is the new
‘business as usual.’
3. Source Leads
and nurture valuable
relationships
Social Business in 4
Words:
Listen.
Learn.
Care.
Serve.
Integrate Social With Your
Marketing Database
Keep in Touch Supportively
Keep in Touch Supportively
Keep in Touch Supportively
Keep in Touch Supportively
Keep in Touch Supportively
Keep in Touch Supportively
Keep in Touch Supportively
Keep in Touch Supportively
4. Develop
Relationships 	
  
with	
  media	
  and	
  
influencers
The Message is
the Influencer.
http://twitpic.com/135xa by @JKrums
build relationships
Graduating from Social Media to Running a Social Business
THANK THE
@REPORTER
for heaven’s sake, when
you get mentioned,
@mention the reporter
who wrote it.
PAY COMPLIMENTS:
RT right!
1.  copy/paste
2.  cleanup
3.  edit
4.  appendhttp://bit.ly/RTright
4 FREE Tools for You…
Your marketing grade &
how to improve it
http://grader.com
Library
http://hubspot.com/library
Academy
http://academy.hubspot.com
FREE Trial
http://bit.ly/trySI

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Graduating from Social Media to Running a Social Business