I.

Intro A. SLIDE#2 1. MyWebsite(linkonname),SocialMediaPlatforms B. SLIDE#3 1. Whatwelllearn:Thisclassisforyoutotellyourbusinesssstoryand developandexecuteaplantobuildastrongsocialplatform. 2. SocialMediaistheenginethatfuelsyourmarketingship.Youcan integrateallyourothermarketingeffortswithyoursocialmediamarketing. a. Takeoneeventormarketingeffortandexpand20ways. 3. ReviewResourcesforInfo:Hubspot,SmallBusinessMarketingKit, creativeLIVESocialBootcamp,bizstrongtwitter(BarbaraFinleySchenk) C. SLIDE#5WhatisSocialMedia? 1. InboundMarketing:attractingyourdreamclientsbycreatingcontentthat appealstothemSPECIFICALLYandkeepthemcomingbackandsharing youwiththeirsphereofinfluence 2. ContentMarketing:notnew,BUTNOWthetoolseasier.Contentis anythingyoucreatetotellyourstory. a. allcontentneedsvisualimagery,whichiseasierthaneverto createwithtablets&smartphones a. notlongerneedtopurchaseandlearnPhotoshop,orhire designersorphotographerstostartbuildingyourbrand b. YOUframehowtheworldseesyou,incontrolof perceptions b. searchenginessuchasgoogle&bingareinchargeofpeople findingyou.Youneedtogivetheminformationtheycansharewith people.Feedthebeast 3. SLIDE#6Clientrelationshipchronology a. StrangertoViewertoLeadtoClienttoPromoter b. TakeCareofEvangelists.TheyaremarketingyourBusinessfor free. c. Repeatclientslessexpensivetoacquirethannewclients 4. SLIDE#7Whyshouldyouusesocialmedia? a. Generateleads,increaseexposure,engageaudience,increase traffic,buildcommunity,gainmarketinsight b. Remember,allsuccessfulsocialmediaplatformsgroworganically andtaketimeandconsistency,lotsofeffort,andplanningand havingastrategywillmakeiteasier c. ROIisdifficulttomeasure,youhavetoknowwhatyouare measuringbyandwhatyouwerehopingtoachieve.Benefitscan happenyearslater,itlivesonforever. d. Likeabigparty,bigconversations.70%ofSMusersareonto connectwithfriends&family.Dontinterrupttheirconversation, joinitasafriendorfamily.

a. youwouldntgotoanawesomepartyorfamilyreunionand nottalktoanyoneandexpecttohave3newclientsevenif youworeabigfancyshirtthatsaidImahairstylist.50% offservices!Youdgoaround,chatwithpeople,comment ontheirshoes,andhair,andthentalkaboutyourselfand yourbusinessinconversation. II. SocialPlatformReview A. SLIDE#8 1. FB,TW,IG,PN,G+,LI,YT,VM**mostimportantthingistobetool agnostic.IfFBorIGchangesorisboughtouttomorrowyoucanstill convertyoursocialplanontoanewplatform. B. SLIDE#9 1. Wheredowestart?Firstthingtodois:Howtodecidewhatisrightfor you.StartwithONEandthenmoveonfromthere. 2. MOSTIMPORTANTfindoutwhereyouraudiencehangsout(R&D) a. Surveys!SurveyMonkey,formsinGoogleDocs b. FBPollsomearefree,othersyouhavetopayfor,appswithinFB c. Haveyourclientsfilloutinformationwhentheyareatappointments **infoformincoursematerials 3. CONSTANTLYevaluateefforts(monthly/quarterly)andadjuststrategies accordingly.CanuseaSWOTAnalysis:strengths,weaknesses, oppostunites,andthreats a. inlastclass,IwasfocusingeffortsmoreonIGbecausethats whereIwasgettingmoreinteractionfrommyclients,butthisyearI amtargetinganewdemographicofprofessionalsand50+soIam focusingmyeffortsbacktobuildingmyFBbizpagefor photography.IamplanningonlaunchinganewSenior/Teenbrand withfellowphotographersandwillfocusmostmarketingonIGand YT. C. SLIDE#10 1. SWOTAnalysis a. strengths,weaknesses,opportunities,threats b. evaluateconsistently c. gethelpwhenfindflaws,itsbettertoplayonyourstrengthsand findsomeonetofillinyourweaknessessinceitmaybeTHEIR strength d. alsoaLOVE/HATElistsareveryhelpful.Categorizebusiness responsibilitiesandevaluatefromthere III. SLIDE#11FB A. STATS:1.26billusers,66%aremillennials(1534),58%arewomen,USfemale usershaveavgof250friends.Thats250potentialpeoplethattheycanbe referringtoyourbusiness. B. Strategy

1. Rethinkingyourfacebookstrategyarticle a. Visibility&Interactionsworkverydifferentlynowthanacoupleof yearsago,soastrategythatworkedinthepastwillnotgiveyou thesameresultstoday. b. Facebookhaschangedtheiralgorithmstomakemoneyandthey usevisibilitytodoit.Theirgoalistoshowtherightpeopletheright contentattherighttime,andyoupaytoplay c. BecauseFacebooksideaofshowingtherightstuffatthe rightmomentrevolvesaroundgeneratingrevenuefrom userslikeyou,itisfundamentallyatoddswithyourgoal, whichisprobablytouseFacebookasafree(orrelativelylow cost)formofadvertising. 2. Theiralgorithmincludesmultiplefactors:shiftyalgorithmthatinvolves postsquality,interaction,engagement,age,andrelevance,aswellas yourdepthofconnectionwithwhopoststhem.Infact,accordingto Facebook,over100,000factorscouldbecontrollingthepostsappearing inyournewsfeed. 3. SohowshouldyoulookatFacebooknow?Whatusedtobeafreeformof advertisingdirectlytoyourfriends,family,andfansnowisanonlinespace forconnectionandtheoccasionalbookingorreferral. a. notanoverarchingmarketingstrategy b. MakepeoplewanttovisityourFacebookpage,notbecauseit popsintotheirnewsfeed,butbecausetheylikeyou,yourart, andthecontentandservicesyouprovide.Givethemareason togothere(sneakpeekofcontentthatissharednowhereelse, curatedinformation). C. SLIDE#12StartingaBusinessPage 1. AnatomyofaFacebookPage a. gothrougheachpieceandshowonEvolvepage 2. StepbyStepGuidetosetupyourbusinesspage 3. FacebookPageReviewforstudents(atendofsection) D. Tips&Tricks 1. UsingFBaspersonalonpagetoinvitefriends,tagpeople 2. Engagement a. Q&Ainterviews b. Giveawaysthatrequirecomments&shares c. CaptionContests d. Opinions/Suggestions(books,movies,etc) e. Polls f. Favoritequotes g. photocontestsofclientsthattagyou h. fanssharingpostsontheirtimelines 3. Ads

a. willgetyoumorelikes,butwontimproveyourvisibilitymuch unlesspeopleengageinyourcontent. b. HowtoeffectivelyadvertiseonFBvideo a. whatareyoutryingtoachieve/whatsyourgoal? b. differenttypesofadsforcertaingoals i. promotedposts(reachownaudience&their friends) ii. pagepromotedposts(targetpeople) iii. sidebarads(lesseffective,onsidebar,easily ignored) 4. PostingContent(80charactersorless,23%increaseinteraction) a. Apps:Facebook,PagesManager,RD,Phonto,Buffer/Hootsuite b. Sharingotherpeoplescontent.Dontreinventthewheel,tootother peopleshorns! c. SchedulingPosts a. schedulingtutorialstopost/predateposts,batchschedule content d. Images a. alwaysincludeimagestoincreaseengagement39% e. BOOSTPOST a. startsat$5toincreasevisibility,canputyourselfona budget.Testforafewmonthstoseeifworthittoyou. 5. TaggingonlyworksifusingFBaspersonalandyouarefriends.NOT THESAMEASHASHTAGS a. haveclientstagthemselvesinyourpoststobeshownontheir timelines. b. offerincentivestofollow,tagself,etc c. putyourinfo&aQRcodeonabizcard,handouts,mailingsto makeitaseasyforpeopleaspossible 6. Design a. TemplatesforyourPagetolevelupyourbrand 7. SLIDE#13Top3FacebookPagesforbeautybusinesses E. FacebookGroups 1. DifferencebetweenaFBGroupvsPage 2. Successfulgroupsthathavecreatedcommunities a. SueBryce b. RestartBusinessJasmineStar c. Showiteers 3. Whattypesofgroupswouldbebeneficialtostylists? a. brainstormpotentialgroups:Evolve(duh) IV. IG&PN:LovethemmostbecausetheyarebasedonVISUALsharing A. SLIDE#14Instagram 1. Indepthtraining

a. creativeliveInstagramMarketingforSmallBusinessJune2014 b. InstagramforBusinessBlog 2. createdOct2010,createcommunitiesthroughimagesandnowshort video.Canbuildyourbrand,shareyourexpertise,usehashtagstocreate collectionswithotherusers(createscommunities) a. Stats:150Mactiveusers,40%US,16Bimagesshared,1.2B likesDAILY,55MimagessharedDaily,joinedFBinApril2012 b. Features a. instagram.comwebviewerandprofile,embeddableInstas b. videoshare,atfirstfromIG,nowincameraroll c. Publicvs.Private,geotaggingyourposts,adding locations,adding/taggingpeople d. Hashtags,collectimagesthatsharehashtags e. Connecttootherplatformstocrosspromote:Facebook (onpersonalthensharetobiz),Twitter,Email,Tumblr, Flickr,Foursquare c. SLIDE#15ContentIdeas a. Createcommunitiesthatyourclientscanbeapartof: ProjectLife,MonthlyPhotoChallenges b. SpecialOfferstoIGfollowers,promocodes c. Featureyourclients,work,behindthescenes,product, workspace,tools,etc d. Usetopromoteevents e. Businesstobusiness,connecttophotographerspotentially workwith f. BestIGaccountsforideas:AllureMagazine,Drybar, theoilrn(usestyleproducts),josevilla,lookonblog d. Besttimestopost a. UseStatigramforanalytics:willpullyouraudienceand timestheyareoncomparedtotimesyouareposting e. AppstousewithIG a. RhonnaDesigns,ABeautifulMess,Phonto b. RepostApp B. SLIDE#16Pinterest:referringmoretrafficthanTwitterandgeneratesmore revenueperclickthanFacebook.Usedtohavetowaitforaninviteofacurrent user,nowisopenregistration. 1. Indepthtraining a. creativelivePowerofPinterestclass 2. Stats:70Musers,79%USusers,70%Female 3. Features a. createcuratedcollectionstoshowyouareatrustedexpert b. SecretBoards c. hadthehighestvideosharesofanywebsite(notviews,thats

4. 5. 6. 7. 8.

Youtube) BusinessProfilesgivesyouanalyticstoseewhenisthebesttimetopost foryourspecificaudience SharedBoardscollaboratewithotherstylistsorbusinessestogetin frontofeachothersaudiencesandcollaborateonideas. Connecttootherplatformstocrosspromote:Facebook,Twitter,Gmail, GooglePlus,Yahoo optimalimagesforengagement:peoplewithoutfaces,lessthan30% whitespace,multipledominantcolors(reds,browns,oranges) SLIDE#17bestpractices:design,beacreatorofpins,usekeywords,add texttoyourimages,pinlongverticalimages,varycontent(infographics, checklists,tutorials,blogposts,videos),showcaseservicesinaction,bulk pinok a. Itsoktomixthepeaswiththemashedpotatoes.Youwantto showcaseyourpersonalityandtastesoyoucanattracttheperfect clientsthatwillappreciateyourstyle.

V. TW,G+,LI A. dontuseformybusinessbutareallstrongplatformsifyouutilizetheirfeatures andhaveastrategy B. SLIDE#18TW:customerservice/interaction,followtrendstopindustry professionals,listeningstrategy 1. Slide#19exampleofarapidgrowingcommunity#sketch_dailies a. cannarrowyournicheandenhanceyouridentity.Youarethe stylistthatdoesfashion/beautysketches,OOTD,sharesfavorite dailyproducts,todaystoppings,etc.Talktootherindustryprofesh, clientsandhavethemjoininthefun C. SLIDE#20G+:communitybuilder,greatfuturetoolswithpros,lessusedby generalconsumers 1. ItistheMacintoshofsocialmedia:better,usedbyfewerpeople,andoften condemnedbytheexperts 2. JuststarteddippingmytoesintobecausealotofpeopleIlookuptoand learnfromutilizeit. 3. SLIDE#21EXH&MAccount a. postregularupdateswithinspirationalcontent,videos&images b. followerssharetheirexperiences,opinions c. thecompanyrespondsandsharespostsfromfollowerstobuild dialogueandengageaudience d. theirhighestinteractionsareabouttopcollectionsieVictoria Beckham.Howcanyouconnectwithawellknownbrandand leveragetheirstrongaudienceandappealtobenefityour business? e. Again,feedingthebeast.Themoreyouutilizegooglesservices, theeasieritisforthealgorithmtoidentifyyouandincreaseyour

visibility D. SLIDE#22LI:greatforB2B,networking:findphotographers,designers,models, makeupartists,estheticians,etc 1. SLIDE#23Breakintofashion,startworkingwithdestinationsalonsor editorial/movies,weddings,etc. VI. SLIDE#24YT&VMFutureofVideo A. Amazingopportunitiesarecomingmarketingwithvideo.Youcanessentially marketandpromoteyourselfinwaysthatwereincrediblydifficultinthepast,now reallyeasily.Itsnowsimpletoselfpublishabook,ebook,onlinemagazine, music,andevencommercialsandtvshowsormovies.Evenradioshows! (podcasts) 1. SLIDE#25createanemotionalresponse,useStoryTellingwhatstories canyoutellaboutyourbusiness? a. Appleipadaircommercial b. TurboTaxCommerical c. ImaginaleAristReel d. Documentaryvs.Dramatic 2. Examplesofincredibleartistscreatingshowreelsandpromovideosfor smallbusinessclients a. HaileyBartholomew b. ImaginaleDesign c. SueBryce 3. Youtubeisthe2ndbiggestsearchengineontheplanetrightaftergoogle. 4. Cancreateentirenetworks,andchannelsonANYTHING B. InDepthTraining 1. creativeliveYoutubeMarketing VII. ISSUU,SCRIBD A. SLIDE#26/27ISSUU 1. digitalmagazinepublishing a. lookbooks,magazines,catalogs,clientalbum B. SLIDE#28SCRIBD 1. documents a. releases,tutorials,forms,etc VIII. SLIDE#29/30MAILCHIMP A. Emailmarketingcampaigns.NOMOREPLAINBORINGEMAILS 1. totallyfree,easytocreateseparateliststotargettheexactpeople. 2. ManypeopleusedifferentformsofsocialmediabutEVERYONEhas emailsanditsdirectedexactlyatthem,notjustputouttherefortheworld tosee. IX. SLIDE#31SOCIALROADMAP A. SLIDE#32StartwithGoals,movetostrategies,objectives,thentacticsLAST 1. emarketerreport:80%ofmarketersbeginwithtacticsinsteadofgoals 2. whatdoyouwanttoaccomplish?

a. newclients b. increasesalesaverages,worklessandmakemore c. relocatetoanewmarket/salon d. changespecialization e. becomerecognizedasanexpertinyourfield f. workmoreinfashion&editorial g. networkwithotherbeautyprofessionals h. giveyourclientsamorepersonal,handsonexperience B. SLIDE#33Createcontentspecificallytailoredtoyourgoals,targetedtothe specificpeoplethatwillhelpyouachievethosegoals.*Rememberthesurveys? 1. Spend20%ofyourtimecreatingyourcontent,and80%ofyourtime promotingit.Itsnotifyoubuildit,theywillcomeyouhavetodoit,then tellpeopleaboutit. 2. Takeonestory,andseehowyoucancreatemultiplesocialmediaefforts withit. 3. ImperfectAction:doing30%ofSOMETHINGisbetterthan100%of nothing. a. TiffanyPetersoniphonevideoonYoutube638viewsin3weeks. JUSTDOIT(verticalfilmingBAD,yetImincludingitinthis presentation.Eventhoughshecaterstooilbusinessreps,her informationwasvaluableenoughformetosharewithyouall) C. SLIDE#34Optimalpostingschedulesforeach:FB1x/daily,TW2x/daily,Pin 3x/week(startwith10boards,15pinseach),IG3x/week,Blog2x/week,Video 1x/week,G+,3x/LI 1. Besttimestopost a. Changesconstantlyonallplatforms.Differentpeopleareonat differenttimesofday,sorepeatpostingmaybebeneficial. b. StatigramisagoodanalyticstoolforInstagram,andthepage manageronFBshowsalot c. changeuppostingtimes,tryandpostoutsidebusinesshoursand seewhatismosteffective d. A/Btestingoneverythingishelpful.ConstantR&D X. SLIDE#35CREATINGCONTENT A. SLIDE#36EditorialCalendar**usegooglecalendar.Responsive,canadd others,makemultiplecalendarsforthings 1. topicschedule:makeupmonday,tutorialtuesday,wildwednesday,throw backthursdays,fashionfriday 2. easiesttostartwithcelebrationmarketingholidays,fashionweek,etc thingsthatarealreadysetinstonethatyoucanfocusyourcontent around. a. rightnowwhatare3thingsyoucancreateastoryaroundfor Halloween,Thanksgiving,Christmas,NewYears? 3. SLIDE#37CreateaListeningStrategytofindouthowyoucansolveother

peoplesproblems.Thatshowyoumakeyourselfvaluable.Yousolve clientsproblems. B. WhatdoIshare? 1. Focusonsharingvaluableinformationwithyourclients.Youarethe expert.Whatcanyousharethatwillmakeyouanexpertintheireyes? 2. Shareotherpeoplescontent.Youdonthavetoreinventthewheel.When youtoototherpeopleshornsandbuildthemup,notonlyareyougiving valuableinformationtoyouraudience,theywillappreciateitand rememberyouandonedaymayreturnthefavor.**Cangetfurtherin businessbybeinggenuinelyinterestedinoneperson,thantryingtoget5 peopletopayattentiontoyou. 3. Beflexible.Thecalendaristokeepyouontarget,nottochainyoutoyour SM 4. Beawareofcurrentevents.Dontpromoteyourselfifthereisanational crisisliketheBostonMarathonbombingoraglobaleventliketheRoyal Babybeingborn. **editorialcalendar,voiceofSMneedstobeconversationalnotcommercial,200300 characters,calltoaction(tellstories,shareexperiences,askopinions),spendtimereadingand respondingtopotentialclients&friends,crossposting/promoting,newslettersjoiningsocial media **alsoimportantaLISTENINGSTRATEGY.itsaboutyourclients,notaboutyou.Gooutthere, connectwithyourclientsandcommunityandgivethemfeedbackandofferyourhelp. XI. 37&38WORKFLOW&APPS:howtomakecontentcreation&organizationassimple aspossible A. Apps 1. Gooverfavoriteappsonevolvebeautyblog 2. WatchRhonnaDesignsVideos XII. SLIDE#39CONCLUSION A. Furtherresources 1. SLIDE#40Design a. Etsy b. CreativeMarket c. DearMissModern 2. SLIDE#41Education a. creativeLIVE b. Lynda B. SLIDE#42AccountabilityPlan C. SLIDE#43Contact