social media marketing
corporate online branding

Recently, David Cogan of Eliances and Money Radio host interviewed Matthew O’Brien, CEO of MINT Social. In the interview, David and Matt talk about what makes MINT Social unique. Matt discussed MINT Social’s biggest differentiator, building an associated press for a business online. Businesses put a lot of effort into their content. MINT Social finds that most businesses have underutilized content (digital assets) that can be repurposed for targeting their prospects (where three out of four people are online). Many prospective customers  never make it to a company website so MINT Social helps to bring this message to where the people are online.

David then asked Matt about what MINT Social does for their clients. Matt explains how there is a big disconnect between the conversation online and how a company positions themselves with the solutions they offer. MINT Social utilizes their conversation relevancy mapping strategy by helping businesses match up with the terminology that their target audience is using online.

By looking at previous marketing tactics, there is often inspirations for content to be repurposed. MINT Social accelerates the marketing results by testing the waters with existing content that is better targeted to connect with your prospects. while the content engine is getting up and running in the first 30 day. It all comes back to building a process for finding and retaining customers.

David also talked with Matt about his involvement in Eliances. Eliances is a place where entrepreneurs align. They hold weekly roundtable meetings for entrepreneurs to bring their expertise and align with other entrepreneurs. He feels that there are quality people at Eliances and this is what really makes it stand apart from other networking options in Arizona. Matt is both an Arizona State University mentor and an Eliances’ Social Media subject matter expert. He writes articles for the Eliances website to help them with their social media endeavors.

Here’s a link to the Money Radio Show:  Money Radio Show with Matt O’Brien


David Cogan:  Thank you Ken, and thank you Money Radio. This is David Cogan again with Eliances. Today, I have a really cool guest with me. He goes by the nickname of Mint. He is a social media and content marketing expert. His company is growing by leaps and bounds, and is known is Matthew OBrien Matt, good morning to you.

Matt OBrien:  Hey, good morning, David. Thanks for having me on the show…quite a pleasure.

David:  Absolutely, and thank you for coming today. Tell me, there’s a lot of social media companies out there. Tell me what makes Mint Social stand out. What makes it unique? You’ve been to a number of Eliances meetings and that.

Matt:  You know, the biggest differentiator is, we look to build an associated press for a business online. A lot of people put a lot of effort into content. We find that most of that content is underutilized. We like to look for businesses that have underutilized digital assets. What we’re really looking to do is bring that content to where three out of four people are online, because unfortunately they don’t always come to your website. We’ve got to bring the message to where the people are.

David:  Absolutely. I know that again, you’ve been to so many Eliances’ meetings. How many Eliancers would you say that you’re working with, or have met, that have helped you?

Matt:  Well, two questions there. I’m currently working with six or seven Eliancers, and I would have to say I’ve probably met close to 200 plus people. They’re all quality people, that’s what really makes Eliances stand apart from everything else that’s in the networking space.

David:  What’s really cool is I know that you were an Arizona State University mentor. You’re also an Eliances’ subject matter expert; so people can go to our website and really learn from those articles that you’re writing and submitting to our website, and helping others, and that. How long has Mint Social been around?

Matt:  We are coming up on our eighth year. We started with this premise of helping companies to solve the content problem, because as you know, doing content is challenging. I was honored to be a social media specialist…

David:  SME, sure.

Matt:  SME, right.

David:  Absolutely. It’s so important and that. You were handpicked because of your expertise, and because of what you do for Eliances, and those that are part of Eliances. I think social media, there are so many different aspects of it. How long does it take for you to typically get a client ramped up?

Matt:  We like to get started within the first month of…we have this deep dive, where we jump into the conversation that is going on online. Then we look at the business, and see if they’re using the same terminology, if the marketing material is really connecting. We typically see there’s a big disconnect. The conversation online and the way of business positions themselves, there’s usually an opportunity.

One of the simplest things to do is look at everything you’ve done in the past, and see if those marketing inspirations have potential to be repurposed. Instead of thinking through everything that you want to think about, a lot of times it’s just easier to test the waters. We build that model 30 days up and running, and then a lot of times we just let that content engine run, and drive in those new inbound opportunities.

David:  Is there a type of client that you work with? Do you with small, medium, large? Eliances is made up of those that are starting, and those that are established, and those that are just gigantic. Is there a specialty of area that you work with?
Matt:  Right now we are focusing on executive brand development and management. A lot of businesses’ CEOs unfortunately, they look just like the company that they’re working for. They don’t have that personal flair that community outreach background that we really want to do business with people. We’re helping executives to connect the dots.

David:  That’s excellent. You may have a chance to meet Mr. Mint, the CEO of MINT Social by going to Eliances and attending one of our round tables.

Matt:  Thank you very much, David.

David:  Thank you.


Top 5 Secrets to Building Your Executive Brand be Top Influencer

The constant evolution of online marketing is becoming more and more challenging, especially for those not in the industry. I recently gave a presentation at an AZTechBeat Lunch & Learn (#AZTBlunch) on how to build your brand and become a top influencer. What was most interesting about this presentation was that everybody in the room was interested on a personal level.

I shared some “ninja” secrets on the top 5 ways to build your personal brand (executive branding) to grow your influence and relevance online. Here’s a quick rundown:

  1. Be ‘The Hunted’ Online
  2. Get Down with O.P.P.
  3. Be Review-markable
  4. Be like Tom Sawyer
  5. Start a Trust

Here are some of the top take-aways from the presentation:

  • Personal and professional networks should no longer be considered separate events.
  • Your influence online is a combination of all your social networks and things you have published articles: blogs, press releases, video, etc.
  • You dedicate time online by either “spending your time” as a social event or investing your time to build your brand equity.
  • It makes sense to focus your social media efforts with the top social networks:
    • Facebook
    • Google Plus
    • LinkedIn
    • Twitter
    • Tumblr
    • Pinterest
    • …do you have others that should be listed here?
  • Most importantly, you need to define what your overall goals are (e.g. – generating inbound opportunities)

top social networks by active users in 2014This leads to ninja secret #1 about being ‘the hunted’ online. Although this may sound like a bad thing, you know from your own experiences that you don’t go online to find the 5th, 6th, 10th or 20th best person/business suited for your needs. You are looking for the expert, the best in class, and that’s whom you want to reach out to and become.

Looking for a quick way to get to the top…think O.P.P (ninja tip #2). I am not referring to the song by Naughty by Nature, O.P.P., but Other Peoples Profiles. Find influencers in the markets that you want to become a top influencer in and come up with a strategy to get access to their profiles with a blend of your marketing message that best suits the interests of the influencer. One of the easiest ways is to simply do a Google Hangout and then turn the video into a collaborative multimedia marketing event. Think of this as an ongoing campaign by developing articles, images, status updates, video and think of creative ways to get this campaign on other peoples profiles to help get the message out. We call this content marketing methodology, the content wheel.

executive brand building content wheelTo become review-markable (ninja tip #3), you need to be remarkable and think in terms of giving instead of receiving. About half of the top influencers write 2-5 reviews weekly. Build some karma credit by writing reviews and going out of your way to help other people and their brands and this will come back tenfold to you.

Regarding being like Tom Sawyer (ninja tip #4), this is the art of segmenting your brand into the three buckets of you:

  • Your personal side – @ Play
  • Your professional side – @ Work
  • You socially conscious side – @ Community

If you think of the story of Tom Sawyer, he was such a master negotiator that he got other people to paint his fence for him (willingly) and they also gave him something of monetary value just for the privilege of doing the work for him. By looking at his personal and community interests, you get a better understanding of how this was accomplished.

executive brand building personal branding

There are three dynamics to building and marketing your executive brand. Start by going to your LinkedIn profile and organize it in the three buckets of you (professionally, personal attributes and your community outreach).

Here is a tip for reaching out to influencers…just because you have a professional commonality doesn’t make you interesting. When reaching out to influencers, focus on the personal aspects and communities ties and then show your human side to reach the influencer on a professional level. This common ground is a far more interesting and effective outreach strategy.

The last tip (ninja tip #5) is to build a trust, a digital asset trust. This is the way you organize all of your online marketing channels and how to best leverage them to grow your influence and relevance online. Take inventory of all the social media profiles you have as an individual and for the brand that you represent and put them into a Google Doc or spreadsheet. Use tools like to connect all of the social networks in one place to see how to enhance your online clout and influence.

If you are interested in getting access to MINT Social’s upcoming launch of The Digital Asset MINT, click here to complete our online form and reference Digital Asset MINT.

{ 1 comment }

Content Marketing Made Simple with Bucket Marketing

September 8, 2014

One of the top statements that is made to us when consulting with new prospects is: “We do not have a content strategy.” In fact, they typically go on to say… “We’re not clear on what we should be talking about to bring in qualified new business opportunities.“ This is also very indicative of the […]

Read the full article →

How Should I respond to Negative Comments?

May 9, 2014

When writing blogs, Facebook posts, tweets, etc. it is always nice to know people are listening to you.  It can be encouraging when you see your views and clicks go up over the course of a day or two. Then, you get a few comments.   It is easy to respond to a positive comment.  But […]

Read the full article →

The Ultimate Content Collaboration Model with Daryl’s House

April 28, 2014

Being a music buff, I love all the options we have for catching new and classic music: Palladia Pandora iTunes Google Music NetFlix YouTube …and the list goes on Recently I watched back-to-back episodes of Daryl’s House on Palladia with a few of my favorite classic rock guitar legends, Billy Gibbons and Joe Walsh. I […]

Read the full article →

Exciting Changes Coming to Adwords Platform

April 22, 2014

As a marketer I get really excited when I hear that something is going to help me get my customers better results from their digital marketing campaigns. Today Google announced some really cool enhancements to the Google Adwords platform. In case you missed it, here is a recording of the live stream from Google this […]

Read the full article →
Thumbnail image for There is Only One Web

There is Only One Web

March 25, 2014

Many potential clients who come to us at Mint Social talk about wanting to launch a new “mobile website” and create a strategy for the “mobile web”.  According to a 2012 study by google smartphones have the highest number of daily user interactions compared to tablets  ,desktops and laptops.   With the increased reliance of smartphones […]

Read the full article →

Get Disruptive with Your Sales Force Using Linkedin

January 21, 2014

All right, my first video blog hangout on a solo basis for 2014 and the new features in Google Hangouts make it easy to hangout and record solo! Today’s topic is about personal branding, and specifically, enabling your sales team and sales force, whether it’s a force of 1, 5, 10 or 100+, into lead […]

Read the full article →

Maximizing Productivity with The Can’t Do List

October 2, 2013

The word “can’t” can be a motivator. Have you ever told a child they can’t do something? Relentless pursuit of what they can’t have or do typically follows. Remember when we were told not to stare into the sun or it will burn our eyes? Did you end up doing it anyways? I had to […]

Read the full article →

Is Your Personal Brand Making a Good First Impression in Social Media?

September 24, 2013

One would think that by now we are well versed in social media, from activating new profiles and building our network. What you may not be aware of is that your first impression on a social network or mobile app happens sooner than you may think. Bad First Impressions in Seconds (No Click Required) How […]

Read the full article →