The Social Marketing
By: Charles Heflin
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Copyright 2008, SEO20/20 Limited
The Purpose of This Report
SECTION 1: What is Your Type?
SECTION 2: Categorize All the Social Networks
SECTION 3: What is Your X Factor?
SECTION 4: What is Your Hook?
SECTION 5: Blueprint Your Social Marketing Strategy
SECTION 6: Lay Out Your Blueprint
SECTION 7: Work Your Blueprint
More on Social Etiquette
The Purpose: After reading this report (and implementing the formula herein)
you will be able to create an exact process map (a step-by-step blueprint) for
gaining traffic, action and sales from social networks.
You will gain the following benefits by reading and acting on this report:
A step-by-step action plan that is unique for your business model
A single page where you can access and work your action plan
A clear understanding of how the social networks can help to achieve:
High search engine rankings SEO
Action (opt-ins, sales)
This report introduces a formula for neatly categorizing all of the various
functions of thousands of social networks into an easy to understand system
(formula) that (when implemented to create a blueprint) will yield an exponential
traffic effect. In other words, by using the social networks in a systematic (and
planned) way, you achieve a significant amount of traffic leverage on the back
end for a little bit of effort on the front end.
Taking action on this report will yield an asset for your business that you can
refer to as a process map or hand to an employee or freelancer to work for you.
As an added benefit, this report will show you a way to end your 100% reliance
on search engine rankings for traffic (assuming this is your primary angle).
Large internet companies are spending anywhere between $5,000 (USD) and
$15,000 (USD) to have their social marketing blueprints (or process maps) drawn
out for them. They are spending this kind of money because social media
marketing (SMM) works, yet it is largely misunderstood and figuring out the right
mix of social networks combined with specific actions is a daunting task that is
riddled with confusion. Companies are willing to spend money for someone else
to deal with the confusion for them.
In this report I am going to share my Social Marketing Blueprint Formula. This
formula will allow you (or your company) to draw out a plan of action that will give
you a step-by-step blueprint of what you should be doing on a daily basis to bring
traffic, sales and rankings to your website or blog using the social networks.
Used correctly, social networks have the ability to drive targeted visitors to your
message. Done correctly, your message will work to establish sales of your
products or services. This action is repeatable and ends the 100% reliance on
search engines to determine the fate of your online company. This in turn makes
your company more viable because it will have direct control over its fate rather
than leaving it 100% in the hands of unknown search engine algorithms.
A full bodied approach is best. You can leverage traffic through social networks
while building powerful backlinks to deep content in your website(s) or blog(s) at
the same time. This is valuable for achieving high search engine rankings (SEO).
This is an online multi-channel approach to Internet marketing.
Social networks may seem like a big nebulous cloud of confusion, a jumbled
mess of this or that. They may seem overwhelming by the sheer number of them
and all the different things you can do with them. Figuring out how to organize,
categorize and implement a working plan is an astronomically complex task
especially when the social landscape is changing so rapidly.
The very fact that there are so many (social networks) and there seems to be no
cohesive understanding of how to tie them together, strikes fear in the hearts of
many Internet marketers and large Internet companies. The biggest fear that we
all face in marketing online is the fear of wasting time on one thing when we
should be focused on another.
The last thing any of us want to do is spend our valuable time on something that
is a waste of time . The big question is
how do you get involved in social
marketing without wasting your time?
In other words, how do you make sense out of all the madness in order to form
an action strategy that assures your success rather than fostering fear and doubt
in a jumbled mess of thousands and thousands of social networks?
Further, how do you get involved in a way that makes you feel confident that you
are not wasting your time tooling around in social networks trying to figure out the
I could easily give you a step-by-step map of which networks to join and what
actions to perform on those networks to see results. This could work short-term
but what if a network goes away or changes its functionality? What then?
I would be doing you a disservice by giving you a canned map . Instead of
teaching you how to be a map reader, I hope to (instead) show you how to be a
map maker. This way you are not left at the mercy of the strategy of the week .
This report is about being the map maker.
I wrote this report to clear up my own confusions and I hope that in the process
of reading (and applying) this that your confusion will be permanently laid to rest
just like mine has been.
The problem or pain is that there are thousands of social networks out there
with more and more coming on board all the time. We are in the Socio-digital
Age . This is a natural progression as the Internet strives to become a mirror
reflection of our collective minds. We are social so the Internet must become
Practiced correctly, social marketing has the ability to drive traffic to your website
within seconds and the ability to drive search engine rankings to top positions
within a short amount of time... but what is the right mix for your specific business
model and personality?
The blueprint formula revealed here strives to take all business models into
consideration (as any good formula would) by framing your plan of action into
one simple, step-by-step, road map (process map). Once you have this blueprint
then you no longer have to think about what you need to do
you just start
doing it without stopping or hand it off to an employee or outsource the tasks.
Social marketing is elegant in the fact that a focused and planned, step-by-step
blueprint will yield results that are exponentially more powerful than unplanned
action and effort. In other words, by following the formula revealed here you will
be able to design a social marketing campaign where each action compliments
and enhances another producing an exponential effect. You ll see what I mean
as you move forward.
My friend Dr. Mani of SocialMiniNets.com says this about social marketing
Think of it like a stack of dominos. When you set them up right, a gentle
nudge can lead to a sequential effect that will create massive results for
Here s the Bad News
98% of those that read this report have what, Russell Wright of ThemeZoom.com
calls, the bright shiny new thing syndrome . Most aspiring Internet entrepreneurs
get caught up in the flavor of the week and never really follow one thing through
to the end. I like to call these people desperate marketers .
Don t be a desperate marketer, slow your pace down (slow your roll) and digest
this formula and then act on it in a calculated and methodical way. If you practice
what I am about to reveal then you will see results.
For me, this formula is a touchstone (a place to call home). I hope to convey this
touchstone to you in an effective way so that you can use it to draw up a social
marketing blueprint for your business that you can put into action right away. No
matter how the social landscape changes, you can come back here and wage a
new strategy based on principles that do not change.
Do not underestimate the power of what I am about to reveal. This formula is
sure to send shock waves through the industry. I don t say this to toot my own
horn. I say this because never before has the social landscape been broken
down in this way
I have looked for a simple solution and have not found one so
I had to create my own.
I revealed this formula to some of my closest colleagues and every one of them
had to read the formula twice in order to reach the epiphany
the big aha! I warn
you not to take this lightly because once you understand the implications that this
formula has you will fully understand where and how to fit in to social marketing
to achieve your personal business goals
whatever they may be.
Let s get started
SECTION 1: What is Your Type?
There are tens of thousands of social networks out there and without a structured
way to organize all of them then you are jumping head first into utter chaos. At
first glance it will seem that there is no possible way to structure all of this
madness into one easy to swallow pill.
For the sake of clarity and understanding, here are just a few examples of social
Social sites like Facebook, Myspace, Twitter and YouTube.
For the purpose of this formula, a social network is any online interface that
allows people to communicate with each other or a group of people.
In this formula, the first thing we need to do is make some kind of sense out of
the chaos and the only way to do that is to begin the process of plugging in your
business with an unchanging formula.
Let s begin constructing the formula
There are 2 types of markets:
1. TYPE 1: Markets where people socialize (internet marketing, movies,
music, sports, medical, weddings, reunions, politics, religion, spirituality,
etc, etc, etc.)
2. TYPE 2: Markets where socializing is limited or non existent
(cardboard boxes, socks, desks, office chairs, satellite tv, shoes, poker
chips, etc, etc, etc.)
NOTE: If you are looking to social networks as a way to simply gain search
engine rankings then you don t need to be concerned with the social
differences between a TYPE 1 and TYPE 2 market (more on this later).
In social marketing, you will have an easier time in a TYPE 1 market because
people socialize about the subject matter and many are "passionate" about it.
In a TYPE 2 market people generally don t socialize . In a TYPE 2 market you
have to get creative just like OfficeMax did with the popular and highly successful
Elf Yourself campaign. Looking at an Alexa graph comparing officemax.com with
elfyourself.com you will find that the traffic for officemax.com roughly doubles
while elfyourself.com is live (they only run during the holiday season). Whether
they were able to convert that traffic to sales requires further research but I use
this example to illustrate the difference between a TYPE 1 and TYPE 2 market.
TYPE 2 markets require a clearly different approach in social marketing
(depending on your angle) than TYPE 1 markets. Again, if you are only looking to
social networks for the purpose of search engine rankings then social aspects
(getting involved in conversations) is not important.
The first thing you need to do is determine if your business fits into a TYPE 1 or
TYPE 2 market. If you intend to sell affiliate products then you will do better to
pick products that cater to a TYPE 1 market unless you have a massively
appealing hook like Elf Yourself to present to your social marketplace or are
willing to develop one.
The other issue with a TYPE 2 market is the fact that you cannot target people by
interest or demographic so you have to create a hook that appeals to a wider
audience. If you sell paper clips then there is no way to target a specific niche
because everyone uses them. If you sell office chairs or socks then you face the
same problem in a social market.
The bottom line is that in a TYPE 2 market you may have to be more creative
than in a TYPE 1 market.
In summary we have TYPE 1 markets where people socialize and TYPE 2
markets where they don t
At this point we have categorized your business (or future business) into one of
two TYPES. We have now established the first equation in the formula
or TYPE 2.
SECTION 2: Categorize All the Social Networks
Now that you know what TYPE of business you are running (or will run), the next
step is to make sense out of all of the thousands and thousands of social
networks out there.
The first thing you need to do is categorize the social networks into groups so
that you know which ones are for what purpose.
CATEGORY 1: A NETWORKS
For the sake of this formula, the 2 things that determine if a social network
is an A NETWORK are:
1. The ability to create channels, groups or blogs (inside the
network) where you can invite friends, followers and other like
minded people to join a group, channel or blog that you build inside
the network. A NETWORKS allow you to build a presence inside
2. Mass communicate with your group, channel, profile, or blog
members/friends using a messaging interface. In other words, A
NETWORKS allow you to send a single message to all your
friends/followers/group members at the same time.
A NETWORKS allow the ability to create a presence inside the network
itself & communicate with all friends, followers or group members (at the
same time) through a message interface. Building a group, blog or
channel inside of an A NETWORK can become a valuable asset over time
(more valuable than an email list if done according to this formula).
NOTE: If you are only interested in search engine rankings then you won t
be as active in A NETWORKS. In other words, you won t be socializing
and making friends , you will use social networks for different purposes
(more on this later).
CATEGORY 2: B NETWORKS
B NETWORKS do not have the ability to communicate with all of your
friends, group/channel members at the same time. B NETWORKS may
have all of the same functions as A NETWORKS but simply DO NOT
have the ability to mass communicate within the network like A
B NETWORKS include networks where you can socially bookmark
content, submit stories and submit articles.
B NETWORKS are great for building search engine rankings for your
website or blog through the exponential syndication of content using
keyword rich anchor text to deep pages of your website(s) and/or blog(s).
CATEGORY 3: C NETWORKS
C NETWORKS are any network where you can submit RSS feeds to gain
exposure (syndication) for new content on your website or blog posts. C
NETWORKS are also used to distribute RSS feeds that are available from
within groups, blogs or channels that you create inside A and B
NETWORKS. These are unique RSS feeds that belong only to groups,
channels, blogs that you build in the networks (and your main
Some A and B NETWORKS will automatically create and update an RSS
feed within your blog/group/channel that is specific to your
blog/group/channel and should be distributed in C NETWORKS to create
powerful leverage on the distribution of your content.
CATEGORY 4: D NETWORKS
D NETWORKS consist of tools/widgets that could be used to add value or
functionality to an A or B NETWORK group, blog or channel or your own
website/blog. The primary use of D NETWORKS is to add interactivity,
functionality and stickiness to your online marketing efforts either directly
within A and/or B NETWORKS or on your own (off network) website or
You may or may not use D NETWORKS they are optional and designed
to enhance the experience of your visitors. If you want stickiness, look at
widgets. If you don t care about stickiness then move on.
A NETWORKS Have the functionality for you to create a group, blog or
channel within the network and any combination of elements from B, C, or
D NETWORKS. A NETWORKS must also have the ability to mass
communicate with members of your group, channel or blog.
B NETWORKS These networks may have all the elements of an A
NETWORK but they lack the ability to mass communicate to your friends,
group/channel members at the same time using a messaging interface.
The most common use for B NETWORKS is social bookmarking and
C NETWORKS Are RSS feed distribution networks.
D NETWORKS Are tools to enhance your marketing efforts. They are
not a place to market in themselves but could enhance your marketing in
All we are doing at this point is categorizing , don t worry about trying to fit all the
pieces together yet. As you digest the rest of the formula the pieces will fall into
place at the appropriate time.
At this point we have categorized all businesses into TYPE 1 or TYPE 2 and we
have categorized every social media network into an A, B, C or D. At this point
we added another piece to the formula. As you can see, the formula is being laid
out according to principles that will never change. Now we will move into the next
step of the formula