Social Media Strategy Social Media Strategy Designed to Increase Designed to Increase Engagement & SalesEngagement & Sales

How To Leverage How To Leverage Brand/Offering Through Use Brand/Offering Through Use

Of Social MediaOf Social Media

Social Media On Its OwnSocial Media On Its Own

Can generate fans, Can generate fans, followers, “likes”followers, “likes”

Can Increase Brand Can Increase Brand AwarenessAwareness

Opportunities to Opportunities to engage & networkengage & network

Immediate Immediate interactioninteraction

Low costLow cost Helps improve SEOHelps improve SEO

SM - Digital “Word-Of-SM - Digital “Word-Of-Mouth”Mouth”

Social Media is INBOUND marketingSocial Media is INBOUND marketing

Blogs, Twitter, Facebook, YouTube, Blogs, Twitter, Facebook, YouTube, Slideshare, Linkedin, Google+, Flickr, Slideshare, Linkedin, Google+, Flickr, Pinterest are all places to reach peoplePinterest are all places to reach people

Soc Media INCREASES chances to Soc Media INCREASES chances to spread the message (OPEN)spread the message (OPEN)

Email On Its OwnEmail On Its Own

Easy to track & Easy to track & manage listsmanage lists

Campaigns easy to Campaigns easy to tracktrack

ROI measureableROI measureable Low CostLow Cost Can generate Can generate

repeat business repeat business BUT COULD BE BUT COULD BE “Junk Mail”“Junk Mail”

Email Is Not a Dirty WordEmail Is Not a Dirty Word

Email is OUTBOUND MarketingEmail is OUTBOUND Marketing

Provide information to current Provide information to current subscriberssubscribers

Email LIMITS potential to spread Email LIMITS potential to spread messagemessage

Content does not appear on the webContent does not appear on the web

Put Them Together – Kapow Put Them Together – Kapow !!

Regular newsletters, Regular newsletters, blogs, tweetsblogs, tweets

Page updates – Page updates – Facebook, Linkedin, Facebook, Linkedin, etc.etc.

Video/audio contentVideo/audio content Soc Media links in emailSoc Media links in email Makes it easier for Makes it easier for

someone to followsomeone to follow Email – Email – CALL TO CALL TO

ACTIONACTION

What To Post On Social What To Post On Social MediaMedia

Limit Self Promotion (want Limit Self Promotion (want people to ENGAGE with people to ENGAGE with you)you)

Be likeable, interesting, Be likeable, interesting, helpful, entertaininghelpful, entertaining

Establish a regular Establish a regular scheduleschedule

Use life or real experiencesUse life or real experiences GIVE to RECEIVEGIVE to RECEIVE Acknowledge & follow backAcknowledge & follow back

Example - E-Book StrategyExample - E-Book Strategy Create E-Book (Say.. Top 10 Tips to..) Person Create E-Book (Say.. Top 10 Tips to..) Person

fills in information to receive e-book fills in information to receive e-book (Name/Email)(Name/Email)

Download E-Book & receive email with bonus Download E-Book & receive email with bonus video thanking them for downloadvideo thanking them for download

Further email within week with links or videoFurther email within week with links or video

A 3A 3rdrd email again few days later again with CALL email again few days later again with CALL TO ACTION (special offer), further links or videoTO ACTION (special offer), further links or video

Something Is EngagingSomething Is Engaging

Because it is of Because it is of interest to: -interest to: -

The client (individual at The client (individual at that time), and/orthat time), and/or

Someone the client knows Someone the client knows & would feel good about & would feel good about sharing at that timesharing at that time

Email/Social Media Email/Social Media EngagementEngagement

Right mix to define Right mix to define BRANDING, BRANDING, demonstrate skills & demonstrate skills & bring people to bring people to conversation conversation (ENGAGE)(ENGAGE)

Blogs/Video are key Blogs/Video are key drivers of social drivers of social engagement but email engagement but email campaigns are Calls-campaigns are Calls-to-action.to-action.

Social Media StrategySocial Media Strategy

You Tube, Twitter, Facebook, Linkedin, You Tube, Twitter, Facebook, Linkedin, Slideshare etc. create awareness, build Slideshare etc. create awareness, build engagementengagement

Your Website is the centre of the Your Website is the centre of the content or engagement strategycontent or engagement strategy

Social media distributes content & Social media distributes content & draws attention & traffic to website, draws attention & traffic to website, blogsblogs

Email, E-Books & Social Media provide Email, E-Books & Social Media provide ongoing content & engagementongoing content & engagement

WebsiteWebsite 98% of traffic to 98% of traffic to

website will go to website will go to “About Us” Page“About Us” Page

Average time 4 – 10 Average time 4 – 10 secondsseconds

Time determined by Time determined by quality & presence of quality & presence of photo &/or videophoto &/or video

11stst 10 seconds is vital 10 seconds is vital – 85% leave < 20 – 85% leave < 20 secondsseconds

> 20 seconds person > 20 seconds person likely to remain > 3 likely to remain > 3 minutesminutes

Recent #SM Sales Success Recent #SM Sales Success StoryStory

Started as “1 Man Band”.Started as “1 Man Band”. Product 1Product 1stst launched in launched in

AustraliaAustralia Sales momentum gained Sales momentum gained

through Internet Blogs & through Internet Blogs & Social MediaSocial Media

Generated sales of 25m Generated sales of 25m units in USA in 4 monthsunits in USA in 4 months

Nearest competitor took 4 Nearest competitor took 4 years to achieve same sales years to achieve same sales levellevel

ANY GUESSES ANY GUESSES …..???????…..???????

Chances are you have product Chances are you have product in your home in your home

Answer …..Answer ….. 50 Shades Of Grey50 Shades Of Grey

Other Recent #SM Other Recent #SM PhenomenonsPhenomenons

Planking - FacebookPlanking - Facebook

Harlem Shake – You Harlem Shake – You TubeTube

Arab Spring/Uprising Arab Spring/Uprising - Twitter- Twitter

Superstorm Sandy - Superstorm Sandy - InstagramInstagram

The Golden Circle – Simon The Golden Circle – Simon SinekSinek

Why

What

How

What Is The Golden CircleWhat Is The Golden Circle

Why – Our Purpose Why – Our Purpose Cause Or BeliefCause Or Belief

How – How We Do How – How We Do itit

What – What We What – What We Actually DoActually Do

Golden Circle Example - Golden Circle Example - AppleApple

Why – Challenge The Why – Challenge The Status Quo. Believe in Status Quo. Believe in doing things doing things differentlydifferently

How – Our products How – Our products are beautifully are beautifully designed simple to designed simple to use & User friendlyuse & User friendly

What – We happen to What – We happen to make great computers make great computers – Wanna Buy One– Wanna Buy One

Use the Golden CircleUse the Golden Circle

Differentiate Your BrandDifferentiate Your Brand

Differentiate Your PurposeDifferentiate Your Purpose

Get People to Believe What You Get People to Believe What You BelieveBelieve

Do Business With People Who Believe Do Business With People Who Believe in What You Doin What You Do

Social Media & BrandSocial Media & Brand BrandsBrands in the initial in the initial

consideration phase consideration phase are are 3 TIMES3 TIMES more more likely to be purchased likely to be purchased than brands that than brands that aren't – Mobile Phones aren't – Mobile Phones - Apple Samsung - Apple Samsung dominate dominate

Social Media Examiner Social Media Examiner reported 72% clients reported 72% clients closed more business closed more business & 52% reported more & 52% reported more lead generation due to lead generation due to social mediasocial media

What Is A BrandWhat Is A Brand

A brand is WHAT A brand is WHAT People believe about People believe about you – PERCEPTION IS you – PERCEPTION IS REALITYREALITY

Nike – Innovative High Nike – Innovative High PeformancePeformance

Coca Cola – Coca Cola – Lifestyle/HappinessLifestyle/Happiness

Volvo – Personal SafetyVolvo – Personal Safety

How To Differentiate BrandHow To Differentiate Brand

Being Different whilst Being Different whilst looking the samelooking the same

Why deal with usWhy deal with us Why are we so specialWhy are we so special

Making money is art & Making money is art & working is art & good working is art & good business is the best business is the best artart – Andy Warhol – Andy Warhol

Brand AttributesBrand Attributes

Value Proposition Value Proposition

+ Brand identity + Brand identity

+ Positioning + Positioning

= BRAND= BRAND

Without A Strong BrandWithout A Strong Brand

Clients make Clients make decisions aboutdecisions about

PricePrice (cheapest (cheapest price wins)price wins)

DeliveryDelivery (availability (availability & convenience)& convenience)

RelationshipsRelationships (like (like & trust)& trust)

TRUST/BRAND/RELATIONSHIPTRUST/BRAND/RELATIONSHIP

Sales more likely Sales more likely from people who from people who TRUSTTRUST a company a company they have a they have a RELATIONSHIPRELATIONSHIP withwith

When People When People ENGAGEENGAGE with with content they feel content they feel they have a they have a RELATIONSHIPRELATIONSHIP

Only 3 Ways To Make More $$$ Only 3 Ways To Make More $$$ In BusinessIn Business

Sell MoreSell More

Charge MoreCharge More

Reduce Costs/Increase EfficiencyReduce Costs/Increase Efficiency

Have You Got A VideoHave You Got A Video

Video Reinforces Video Reinforces the message you the message you convey convey

SEE the messageSEE the message

HEAR the HEAR the messagemessage

What Type Of VideoWhat Type Of Video

COMPLEX STORIES COMPLEX STORIES – use images– use images

RELATIONSHIPS – RELATIONSHIPS – use real peopleuse real people

INFORMATION – INFORMATION – animation animation simplifiessimplifies

You Tube – Your Own TV You Tube – Your Own TV StationStation

Easy to set upEasy to set up

Cost EfficientCost Efficient

Content Can be Distributed via Social Content Can be Distributed via Social MediaMedia

Linked to your websiteLinked to your website

SuccessSuccess

Define StrategyDefine Strategy Develop & integrate Develop & integrate

Social MediaSocial Media Demonstrate your Demonstrate your

core message/beliefcore message/belief Engage & deliver Engage & deliver

valuevalue Creates Trusted Creates Trusted

Ongoing Ongoing RelationshipsRelationships

Da EndDa End

For more information contact Richie Parsons at For more information contact Richie Parsons at 2020 Financial Planning2020 Financial Planning

Email - Email - richie@2020fp.com.aurichie@2020fp.com.auWebsite - 2020fp.com.auWebsite - 2020fp.com.auTwitter - @2020fpTwitter - @2020fpLinkedin - Linkedin - http://au.linkedin.com/pub/richie-parsons/27/a40/120/http://au.linkedin.com/pub/richie-parsons/27/a40/120/You Tube – youtube.com/2020fpYou Tube – youtube.com/2020fp

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