Day 2: 3-day Online and Digital Marketing conference organized by Dr. Hossam Darwish of the World-Wide Union for Digital Marketing and Consulting, Cairo.

1. Welcome
Your Customers Are Already Online ... Are You?
Internet Marketing Courses For Beginners & Intermediate
13-14 DEC 2012 – Cairo
Nefertiti Hall - Shepherd Hotel

2. Session One:
Social Media – That WORKS!!
With Andy Medlam

3. Understanding the Purpose of your Social Media:
Increase Engagement and Interaction
around your product
Build Market Authority
Drive Social Engagement as an
important part of SEO
Develop the „Know, Like and Trust‟
Factor, which drives more sales

5. Promotion +
Process =
Positioning +
RESULTS!!

6. •You can CHASE Sales but You’ll ALWAYS be COMPETING
against price!!
•You can CHASE Sales but YOUR competitor will always
be there to UNDER cut you!!
•You can CHASE sales but your competitor will ALWAYS
BE there waiting to ADD more VALUE to their package
to CLOSE the SALE, that you’ve been working on!!
Do you ALWAYS want to be in that ‘Price Driven Market’
FIGHTING to WIN a Sale or do you want to be
SMARTER than your competitors??

7. Remember... 99% of YOUR
Visitors Leave Your Website...
We can work hard, or we can work
SMART but you can’t do both!!

8. Build Market Authority
Adding VALUE!!
You Need To Be Different & Start
POSITIONING yourselves as the
AUTHORITY in the Market Place

9. How to Build Market Authority
• You need to Become the Expert in your
Niche Market
Cruise Down the River Nile
Egyptian Pyramids Tour Guide
Exclusive Luxury Egyptian Holidays
Australian Outback Tours
Become The ‘Go-To’ Person
For Your Niche Market

10. Give Something Away For ‘FREE’ In-Exchange
For Their
- Name
- Email Address
- Contact Number (Maybe)
Perceived
Value!!
E-book –Video – Webinar – Telephone Consultation - Newsletter

11. Needs, Wants & Desires....Or even
FRUSTRATIONS & FEARS!!
Top 7 Places To Visit In Egypt That Other Travel Company’s Will NOT
tell you about...
10 Top Safety Points To Follow When Travelling To or Through Egypt!!
Visiting the Ancient Tombs Of Egypt? READ About The ‘Top 7 Discoveries’
That YOU Don’t want to MISS!!
Follow Our ‘10 Step Guide’ To Assure You Have the BEST Romantic Luxury
Holiday In Egypt...
Watch Our Free DVD Now & Experience Our Unique Luxury Holiday
Packages Custom Designed To Your Needs!!

12. Start Of Your Sales Funnel

13. Sales
Funnel
•Video
•Blog Post
•Facebook Page
•Article
•Images
•Website
Know
Like
Trust

14. • You need to Be Visual
• How often are you seen associated with your niche market online?
• When people talk about your niche market do they think of YOU?
• When people look at your social media presence do they see YOU as
an Authority figure or just another Travel Business?
You Can’t Be An Authority Figure If ALL You Are Doing
Is Pitching Your Business!!
Building Market Authority

15. How To Increase Engagement &
Interaction around your product
There isn‟t just a „One Thing‟ secret
that‟s going to give you MASSIVE
RESULTS!!
It‟s everything done Collectively,
Consistently each and everyday that
brings you RESULTS!!

16. Increasing Engagement –
„Give It That Human Touch‟
• Highlight the team behind your Brand
• Your followers don‟t want to connect with your brand or
logo… They want to talk to YOU.
• First names ALWAYS.
• Brands that ALLOW their Social platforms to have real
conversations with their followers are much more likely
to have Active, Engaging Conversations.

18. • Engagement is about getting your followers to take
ACTION.
• Get followers to post on your Page, comment on
your posts, click the „Like‟ button next to your posts
and share your content
• Engagement is about showing up daily and taking
an interest in your Fans likes, interests and opinions
Cultivate Engagement with 2 Way
Dialogue!

19. Make It Fun: What was the last movie you saw? Two
thumbs up or was it a waste of time?
Let them promote themselves: Do you have a
Facebook page? Post your link below to share with
the group!
Keep it easy: One word answers generate more
engagement
3 No-Fail FB Questions

20. Increasing Interaction
Social Plugins: What are they, why they’re important,
and how you can use them to expand your online
presence.
• Like button • Send button
• Like box • Login button
• Registration • Recommendations
• Activity Feed • Comments
• Live Stream

21. What are they and why are
they important??
Social plugins are tools that connect your website with Social
Media Platforms and enable social activity among users
directly on your site.
With Facebook social plugins, you create an identical
experience of your Facebook Page while maintaining control of
your content and brand.

22. Like Button

23. This Button Is Pressed
2.3 Billion Times Per Day

25. Like Box

27. Send Button (New!)

28. Really Simply Facebook & Twitter
Share Buttons

29. If Your Content is the BEST
Then Your Followers WILL
Want to Share It!!
“Content is King”

30. Develop the „Know, Like and Trust‟
Factor, which drives more sales
• If you are CONSISTENT, People get to KNOW YOU!!
• If you are being HUMAN, People Get to LIKE YOU!!
• If you are HONEST, People Get to TRUST YOU!!
People Buy From People
So DON’T Try & Be Something YOU Are NOT!!

31. Driving Social Engagement as an
important part of SEO

32. Search Engines such as Google are now
looking at MORE than Just „Keywords‟ to
Rank Websites on the 1st Page…
It’s now ALL about:
• Social Interaction
• What People Are Saying About Your Brand
• How Often You Are Showing Up
• The Engagement Around your Brand
‘Plus Your Keywords’

33. How To Choose the Right Social Media
Platform for YOU:
• Your Personality Type or Marketing Style
Depends on Two Things:
• Where Your Customers Are

34. • Where Your Customers Are
Before you can answer that… You need to know WHO your
customers ARE!!
• Know Your Audience
In order to determine what platforms your local
business should ultimately have a presence on, it
is vital to understand where your current and
potential customer base is likely to congregate.

35. Do Your Homework
spend some time compiling what you
know about potential customers you
want to target with your social media
efforts.
• What is the demographic of the audience I want to attract?
• What are the demographics of those who interact with my
current promotional materials?
• What types of messages appear to engage my audience most?
• What type of content will I be primarily seeking to share?

36. Six Main Platforms

37. You Also need to take into Consideration Your Marketing
Styles… Or should I say,
“Your Strengths & Weaknesses”
• If you are NOT good in front of a camera then YouTube isn’t for you!
• If you need a Visual Platform then Twitter may not be your choice!
• If you want to share Images about your services then you may be interested
In looking at Facebook & Pinterest

38. Building Your Social Media Tribe:
 How To Increase „Likes‟ / Followers
 How to Turn Engagement into Sales
 How to Increase Engagement

39. Gaining More „Likes‟
• Adding your Social URL inside your E-mail Signature
• Adding your URL to ALL offline marketing materials
• Daily ‘posting’ on similar pages
• Join Groups within the same niche
• Link Your Personal Profile with your business page
• Search on Facebook Search Bar
• Paid Ads: Facebook Ads, linkedIn Ads, YouTube Ads
• Sponsored Stories
• Promoted Posts
• Direct Ads
• Add Your URL to External sites with Social Plugins
Websites/Blogs/Articles/Videos/Images
• Get Your Current Customers to link-up with you online

40. 5 Steps to Create a Strategy
Guide That Really Works
1.Identify your Social Media team. Who will
Update, Monitor, Engage and Build Community?
Think multiple admins!
2. Set time chunks to update/monitor your
platforms.
3. List your main topics of discussion.
4. Decide what & when you’ll post: Links? Videos?
Photos?
5. Be flexible!
 How to Increase Engagement

41. Ask yourself these key questions to plan your posting
strategy...
1. How often will you post updates to your page?
2. What will you post about?
3. When will you use text-only versus links?
4. Will you use third-party content to add value?
5. Will you mix up media and use video, audio, photos?

42. Always have a
Call To Action!!
Like – Comment – Share – Re-tweet- Add - Connect

43. Top 10 Social Media Marketing Mistakes
1) Marketing as a „company‟ not as a real person
2) Poor profile picture: Using your company logo instead of
promoting a human face to your company – people can‟t
interact with a logo
3) Spreading yourself too thin. Trying to be „everywhere‟ and
ending up being „no-where‟
4) Trying to automate everything. Social Media needs a
„human voice‟
5) Not understanding „where‟ your customers are and so
marketing to them on the wrong platform

44. Top 10 Social Media Marketing Mistakes
6) Thinking of social media as a „selling platform‟ rather than
a relationship-building platform
7) Not having a Social Media Marketing Strategy
8) Driving sales far too early to their website
9) Not understanding how to turn a potential client into a
paying customer
10) Expecting results too early (unless you have a paid daily
budget for paid ads)

45. BONUS MISTAKE:
Lack of interaction. Not knowing ‘how’
to engage with your audience so you
end up talking ‘at’ people!!
Thank You, Andy Medlam

46. Facebook Casestudy:
With Khalid Fahad AlThawadi

47. Anatomy of a Great
Facebook Page:

48. Cover Banner
Profile
Image
About Section
Custom Created Tabs
x1 – x2 – x3
Username

49. Anatomy of a Great Twitter
Profile:

50. Your Image &
Username
Snappy Bio with
URL
Back Ground Image Relevant Content

51. Anatomy of a Great
LinkedIn Profile:

53. Top 10
Social Media Marketing
Mistakes

54. Break
for Prayers &
Lunch

55. Session Two:
Facebook „Hotseats‟
With Mandy Swift and Andy Medlam

56. Break

57. Session Three:
The Power of VIDEO
With Mandy Swift

58. Why Video?
• The major search engines
Place much more importance on web sites that have
video
• YouTube Is the 2nd biggest search engine after Google
• It‟s not just a US phenomena
Over 70% of videos are watched outside of the US
5.5 billion videos are watched every month in the UK alone

59. Think your customer isn’t watching video?
The Average person spends 15 minutes a day on
... doesn‟t it make sense to be getting marketing in front of
your customer
in a place where they already are?

60. What is the REAL Power of Video?
 Build credibility Fast
 Build trust and rapport – fast
 Build “real” relationships
With video you instantly “Stand Out”

61. Why does it work?
 People can look you in the eyes
(only 7% communication is verbal)
Video dramatically shortens the sales
curve
With video you instantly “Stand Out”

62. “Social Video”
- the new buzz word -
This is where the true is happening
Taking the power of video and social media
and
Combining them into ONE
even more powerful strategy
Magic

63. “social video is social
media on STEROIDS”
... the more “amateur” your video looks, the
better it performs ...

64. Anatomy of a Great
YouTube Channel:

65. Anatomy of a Great
YouTube Video:

66. Break

67. Session Four:
Video & YouTube
„Hotseats‟

68. Wrap-up: Summary and Key Points
from Day 2, plus
Q & A

69.  Video has been the emerging trend of 2011 & 2012
 It‟s set to EXPLODE in 2014 – Why?
 By 2014 Cisco predicts that 90% of the information we digest online
will be via video
I.E - Within two years Cisco predicts that 90% of the www.
will be Video!

70. “Your customers are already watching
video, so if they‟re not watching yours...
…they‟re watching someone else‟s! ”

71. How To Choose the Right Social Media
Platform for YOU:
• Your Personality Type or Marketing Style
Depends on Two Things:
• Where Your Customers Are

72. How To Get ‘Found’ on Social Media:
 You have to get off your page – Don‟t
wait for people to find you - Find Them!
 Use Your Bio wisely!
 Don‟t Forget Your Keywords

73. Building Your Social Media Tribe:
 How To Increase „Likes‟ / Followers
 How to Turn Engagement into Sales
 How to Increase Engagement