1. LESSONS LEARNED FROM THE SUMMIT OF MT. EVEREST STEVEN PEARSON Steven Pearson | Friendemic | CEO | steve@friendemic.com

2. GETTING TO EVEREST BASE CAMP PREPARATION TOOLS TEAM CLIMBING MT. EVEREST

3. Steven Pearson | Friendemic | CEO | steve@friendemic.com

12. GETTING TO EVEREST BASE CAMP PREPARATION TOOLS TEAM CLIMBING MT. EVEREST

13. PREPARE YOUR BUSINESS Steven Pearson | Friendemic | CEO | steve@friendemic.com Don’t show up at Everest Base Camp unready to climb. Be ready to have the world see everything you do.

14. PREPARE YOUR OBJECTIVES Steven Pearson | Friendemic | CEO | steve@friendemic.com Awareness Familiarity Consideration Purchase Loyalty ORGANIC Your own posts EARNED Someone else’s posts about you PAID Paid advertising What is your social objective? Branding? Impressions? Conversations? Web traffic? Lead submissions? More positive reviews? Fewer negative reviews? Improved SEO? #1 Reason Everest permit holders don’t make the summit: they decide they don’t want it any more.

15. PREPARE FINANCIALLY Steven Pearson | Friendemic | CEO | steve@friendemic.com Social media done right requires at least some knowledge, time and money. If you expect it to be amazing for no cost or no effort, of course you’ll be disappointed. Remember you get what you pay for. If you’re paying a vendor $300/mo, don’t expect much. Mt. Everest is not cheap: Permit: $12,000 Oxygen: $4,000 Travel: $3,000 Supplies: $6,000 Sherpa Support: $7,000 My total Everest cost: $32,000 For many is it 2-3x that.

16. PREPARE A SCHEDULE Steven Pearson | Friendemic | CEO | steve@friendemic.com Make a content calendar regularly (monthly) Define objectives and strategy Sync social with other marketing efforts

17. Steven Pearson | Friendemic | CEO | steve@friendemic.com GETTING TO EVEREST BASE CAMP PREPARATION TOOLS TEAM CLIMBING MT. EVEREST

18. Steven Pearson | Friendemic | CEO | steve@friendemic.com

24. REPUTATION TOOLS Steven Pearson | Friendemic | CEO | steve@friendemic.com You need to know when you get new reviews online and you need to know quickly. Almost impossible to do well by hand; get yourself a tool! Lots of providers; several are extremely low-cost for just the software tool. Some are even free (with severe limitations)

25. PUBLISHING TOOLS Steven Pearson | Friendemic | CEO | steve@friendemic.com Schedule content in advance Manage multiple networks more efficiently Inexpensive (or even free with limitations)

26. ANALYTICS Steven Pearson | Friendemic | CEO | steve@friendemic.com Measure the results of your work on social media Lots of good data for free on insights.facebook.com, analytics.twitter.com Worth a couple of dollars to get good consolidated reports from a vendor (often with recommendations / support from an account manager), especially for group management

27. EFFICIENCY TOOLS Steven Pearson | Friendemic | CEO | steve@friendemic.com Tweepi

28. EFFICIENCY TOOLS Steven Pearson | Friendemic | CEO | steve@friendemic.com Tweetdeck

29. Steven Pearson | Friendemic | CEO | steve@friendemic.com GETTING TO EVEREST BASE CAMP PREPARATION TOOLS TEAM CLIMBING MT. EVEREST

30. Steven Pearson | Friendemic | CEO | steve@friendemic.com

34. DON’T UNDER-INVEST ON YOUR TEAM Steven Pearson | Friendemic | CEO | steve@friendemic.com Oh, my 17 year old niece manages my media buys for TV and radio. Have you ever heard a dealer say… Let’ s just have our intern or the receptionist manage our website in whatever free time she can scrounge up. The vendor who does my Google AdWords campaigns doesn’t provide detailed analytics or ROI measurements, but that’s ok. You just can’t measure some things. Make sure you have the right team on board!

35. HAVE THE RIGHT TEAM Steven Pearson | Friendemic | CEO | steve@friendemic.com Don’t rely on a single person. Be prepared for the unexpected but inevitable life events Good social media requires multiple, different skillsets Social done right requires a team

36. Steven Pearson | Friendemic | CEO | steve@friendemic.com GETTING TO EVEREST BASE CAMP PREPARATION TOOLS TEAM CLIMBING MT. EVEREST

37. Steven Pearson | Friendemic | CEO | steve@friendemic.com

48. Contact Info Full Name: Company: Job Title : Email: Steven Pearson Friendemic Inc. CEO steve@friendemic.com Share an important takeaway you received from this session using hashtag #DD18 for a chance to win an iPad.