social media marketing
corporate online branding

Industry Specific Workshops for Online Marketing Work Best!

by Matthew O'Brien on December 7, 2014

keynote speaker, social media workshopsThe 90th Annual conference for the American Association of Cosmetology Schools was held in Phoenix in November of 2014. I was honored to be selected to present as the subject matter expert to the spa and cosmetology school owners workshop.

What made this workshop conference work was the ability to focus on best practices for a specific common interest…everyone was in the same vertical market; spas and cosmetology schools. Instead of presenting general case studies and research on semi-relevant marketing applications, we were able to roll up our sleeves and validate our research specific to the cosmetology industry with real life successes and failures.

We when through an example of how to get the most out of a $100 advertising budget in Facebook. I presented my ideas and then the 60+ business owners in the room shared insight on their experiences and ideas to maximize the effectiveness of the $100 budget. We all learned a lot from the social sharing in the workshop and were able to capture a blue print for success.

This is format of what was covered in this presentation to the business owners:

  1. Creating a social media profiles that positions you and your business as the expert/leader in Cosmetology
    • Pre-work option to bring to conference to accelerate results
    • One-on-one interaction for sharing ideas and examples for immediate implementation post-conference
  2. Top social networks to help promote for your personal brand and/or business brand
  3. Best Online Engagement Strategies
    • How comments and likes get the attention of prospects
    • How much time should be dedicated to social media
  4. Leveraging key personnel in Cosmetology as experts for your business
  5. Soliciting Reviews from Customers
    • Email marketing best practices
    • Best in class landing page for reviews and LEADS
  6. Capturing content opportunities with industry experts, executives & customers
  7. Best strategies for upgrading to a responsive design websites
  8. Ongoing strategies for growing inbound opportunities with social media and content marketing
  9. How to dominate locally in search, social and mobile marketing
    • Step-by-step instructions with activities for profile setup
    • Group exercises and feedback for enhancing online visibility

Online Marketing Workshops MINT Social Matthew O'Brien

A special thanks to AACS and Milady for helping to make this such a successful event and workshop!

Do you have an event in 2015 and are looking to offer a hands-on workshop for sharing best-in-class strategies for content marketing, social media and mobile marketing?  Here is an example of the take-aways from a MINT Social workshop:

Overall Goals for Social Media and Content Marketing Workshop


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.


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