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This book discusses strategies, tactics, and vital information for social media managers, internet marketers, and online business professionals looking to leverage the power of social networks through the creation of win-win-win propositions.
Citation preview
A Social Media Manager’s ManifestoFor Tapping Into �e World Of In�uence
Written by Chase Sherman
In This Book, You Will Learn...
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• MystoryandhowIgottowhereIamtoday• Howtoembodythe‘all-holy’mindset ofasuccessfulSocialMediaManager• WhynowisthebesttimetocallyourselfaSocialMediaManager• SocialMediaetiquetteandtherulesofengagement• Aneffectivewaytotellifyourideaisvaluableenoughforthemarket• Astep-by-stepprocessfordevelopingyourownmarketresearchstrategy• Thepowerofa‘Win-Win-Win Proposition’andwhatitcandoforyour
socialmediamarketingcampaign• Howtolaunchafull-fledgedsocialmediamarketingcampaignandthetips
andstrategiesthatgointomakingthemrunsmoothlyandsaveyoutime• Howtopresstheright‘emotionalbuttons’whentalkingtoLeverage Points• Thefaultstoavoidwhenbuildingupyoursocialcapital• Howtoconstructirresistiblemessagesthatmakeithardforyourrecipientto
withstandtheircuriosity• ThesecretsofpitchingyourbusinessproposaltoBIGINDUSTRYHITTERS
--andhowtobringthemonboardwithyourventure• Theplay-by-playemailcorrespondencethatconvincedtherightpeopleto
joinontoourcompany’sproject• HowtoformulateaMASTERMINDAllianceandcultivateastronggroupof
‘teamplayers’• The‘behindthescenes’ofwhatarealMastermindGroupdocumentlooks
like--STRAIGHT FROM OUR OWN PLAYBOOK!• WheretogetthebestFREEresourceforallyourSocialMediaManagement
needs!
ThiseBookisfreeanddoesnotcontainaffiliatelinks.ShareitwiththeworldunderthetermsofCreativeCommonsAttribution3.0License.
©2011ChaseSherman&BusinessTooligans
2
Thank You’s
To my business partner, Jay Rockman.Thankyouforstandingbymewiththisventureevenwhenweweren’treallysureof‘whattodonext.’Yourtrustinmehasgivenmeconvictionthatmyideaswereworthpursuing.YourhonestattentioniswhatmademebelievewecouldsuccessfullylaunchBusinessTooligansfromnothing.
To my Mom.ThankyouforsupportingmeasIpursuemydreams.Yourfaithinmehastrulymademyentrepreneurialideagrowingintoanallconsumingobsession.Withoutyou,nothingwouldhaveevermadeitpasttheideainmyhead.
To my Dad. Thankyouforyourrelentlesspressureonmetofigureoutmypath.YouareabigpartofwhyI’mabletotakeactiononwhatcomestomymind.Iamsogratefulforyourraisingmeto‘doitmyself.’It’ssomethingItrulyvalue.
To my Stepmom. Thankyouforthetimesyoulookedovermywrittenworkbackinhighschoolandcollege.Withoutyourguid-ance,myideaswouldbeinflatedandlesscompelling.Youtaughtmetheimportanceofsuccinctandcoherentcommunication.
To my Brother. Thankyouforthementalsupport.You’venevergivenuponmeandIcon-tinuetoseehowluckyIamtohaveaguylikeyouinmycorner.Iloveyou,dude.
To my Grandparents.Thankyouforyouroptimismandencouragement.I’vegainedmuchinspirationfromyourwisdomandItrulyappreciateyourlisteningtomyramblings.
Table of ContentsMyStory............................................................................................................................................................................................6
WhatToFocusOnAsYouRead...................................................................................................................................................8
Terms................................................................................................................................................................................................9
Chapter 1: Bold Claims & Blasphemy WhyTheBusinessWorldNeedsIntelligentSocialMediaManagersMoreThanAnyOtherWeb-BasedProf................11
ParadigmShift:WhySocialMediaIsUsefulToEveryBusinessDepartment.......................................................................12
BeforeWeApproachTheFirstRealChapter..............................................................................................................................14
Chapter 2: Buckle Up, Bud. Time To Get To Work. PepTalk:WhyYou,TheSocialMediaManager,NeedToStepUpYourGameAndBridgeTheComm.GapNow!.....16
ConsiderYourselfWarned:TheRulesOfSocialMedia............................................................................................................17 The Window Principal.................................................................................................................................................17
TheTop5CharacteristicsOfASuccessfulSocialMediaManager.........................................................................................18 1. Responsible...............................................................................................................................................................18 2. Persistent..................................................................................................................................................................18 3. Considerate..............................................................................................................................................................18 4. Capable.....................................................................................................................................................................18 5. Creative....................................................................................................................................................................18
KeyPrinciplesToConsiderWhenManagingSocialMedia....................................................................................................18
Chapter 3: Slug. It. Out. (You’ll Thank Me Later)
TheRoleResearchPlaysInSocialMediaMarketing................................................................................................................20 The Research Process....................................................................................................................................................20
TheConnectionBetweenResearchAndSocialCapital..........................................................................................................21 Creating Social Capital................................................................................................................................................21 Documenting The Landscape......................................................................................................................................21
The4Can’tsOfBuildingUpYourSocialCapital...................................................................................................................22
10PowerTipsToFindingYourVoice.........................................................................................................................................23
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Chapter 4: Magic Potions? Why Yes, I’d Love Some TheKeysToCraftingASuccessfulSocialMediaMarketingCampaign................................................................................25 Simple (Test).................................................................................................................................................................25 Smart (Test)..................................................................................................................................................................25 Sticky (Test)..................................................................................................................................................................25 The Value Of Your Idea...............................................................................................................................................26 The Win-Win-Win Proposition....................................................................................................................................26
Chapter 5: The Golden Door To All Your Riches (...Study Closely) ThePrimaryInterestOfAnyoneOperatingOnline:What’sInItForMe!?..........................................................................28 Core Reasons For Communication..............................................................................................................................28 Unifying The Push / Pull Opposites.............................................................................................................................28
Chapter 6: GameTime Make It Count TheRoleEnergyPlaysInSocialMediaMarketing...................................................................................................................30 Social Media Marketing Considerations.....................................................................................................................30 Facaebook Powertip.....................................................................................................................................................30 Results-Based vs. Efforts-Based Thinking...................................................................................................................31 Action Steps..................................................................................................................................................................31
Chapter 7: Bonus Me, Please (No Pun Intended) BONUS #1BusinessTooligansBizModel.............................................................................................................................33 Initiation Message To Prospective Influencer...............................................................................................................33 Power Tips....................................................................................................................................................................33 Followup Message To Prospective Influencer...............................................................................................................34
BONUS #2TheMastermindBlueprint.................................................................................................................................36 Developing Your Own Mastermind Group.................................................................................................................36 Introduction.................................................................................................................................................................38 Purpose.........................................................................................................................................................................39 Benefits.........................................................................................................................................................................40 Roles & Responsibilities...............................................................................................................................................41 Evaluation Form..........................................................................................................................................................43 Rules Of The 2TM Co. Mastermind Alliance.............................................................................................................43
Chapter 8: Bottoms Up TheEnd.....................................................................................................................................................................................45
HowToSignUpForTheOnlyFREESocialMediaManagerMagazine.............................................................................46
5
Most would say I’m a 23 year-old punk kid who’s got no business trying to start his own business.
EspeciallywhenI’vegotnocorpo-rateexperienceundermybelt.Igetit,mostCEOsandmanagerswilllookatmelikeI’mnuts.
Andtotopit,fourmonthsinto‘real-lifemode’I sold my car and moved back to LA in order to buy myself more time.FortunatelyIcouldliveatmymom’sandworkonmybusi-nessatherofficebecauseshehadanextradesk.
Buthere’sthewayIseeit--be-causeyou’vejustnowheardwhattherestoftheworldthinks(andhowIsetmyselfupforabsolutecommitmenttomywork).
TostartoffyoumustknowthatrightwhenIgraduatedhighschoolFacebookandothersocialmediaplatformswerejustgettingstarted.AndalthoughIwasn’tleveragingthemforbusinessupuntilthislastyear,IwasusingFacebookbeforemanywereevenabletogetonit.
Icanremembereveryoneofmyfriendsusingtheirnewcollegeemailstoclaimtheirprofile.Fromtheperspectiveofacollegestudent,IsawFacebookevolveintowhatitistoday.
Consequently,I’mnowtranslating
whatIknowintomycom-pany.
Nowbeforewejumpintothe
business,youshouldalsoknowI’minterestedincreatingalifethatfulfillsme.Asaresult,I’veinvestedmuchofmytimeinsearchforgratifyingwork.Ilovelearningfrompeoplewho’veseenalotanddonealot.
I’mapersonaldevelopmentfiend.IlovelisteningtoguyslikeTonyRobbins,EarlNightengale,NapoleonHill,BobProctor,Eck-hartTolle,WayneDyer,DeepakChopra,TimFerris,JackCanfield,andBrendonBurchard.
Ieatthisstuffforbreakfast,lunch,anddinner.Itrytotrainmymindtobepreparedforopportuni-ties.There’ssomethingniceaboutalwaysbeing‘on.’Thinkingaboutthenextmove.Strategizing.
Asa23year-oldcollegegraduate,IthinkI’minthebestpositiontodogreatwork.
Growing up in an entre-preneurial environment I was accustomed to the notion of taking risks.
Itbecameahabitualwayofop-eratingforme.OvertheyearsI’vetakenalotofthem.I’vegoneskydiving.I’vestudiedabroadinthemiddleeast.I’vevisitedthirdworldcountries...
I’vealwaysbeenanentrepreneur--washingcarsat16,startingastreetwearclothingbrandat17,launchingafundraiserat18,build-
ingmyfirstwebsiteat19,sellingmygraphicdesignservicesat20,distributingmyt-shirtsinstoresat21,andhelpingmyfriendlaunchacartoonat22.
Clearly, 23’s my year ;-)
AftergraduatingfromtheUniversityofMiami,FLwitha
B.A.inEntrepreneurship,mybusi-nesspartnerandIgotstartedonourInternetcompany,2TMCo.
I’dbeenstudyingInternetmar-ketingeversincemylastyearofcollege--learningfrombignameguruslikeFrankKern,JohnReese,JeffWalker,MikeKoenigs,JohnJonas,AmishShah,YaroStarak,AndyJenkins,RyanDeiss,andmore.
Butafterputtingin12-hourdaysforsixmonthsstraight,ourInter-netbusinessmarketingaffiliateproductsflopped.Wereallytriedeverythingtomakeitwork--emailmarketing,articlemarketing,socialmedia,Facebookads,SEO...
I came to realize we were missing a primary ingre-dient to this entire busi-ness model -- PASSION.
Wedidn’thaveaninterestinwhatwewereselling.Weinvestedtimeinthemechanics(whichiswhatI’mpassionateabout),buttheat-
MyStory
6
tempttogenerateanincomeoffhowtogroworchids,howtobetonsports,andhowtobeatvideogamesmadeithardtosustaintheenthusiasm.
Inthattimewelaunchedfourssitesbutcouldn’tmakeadime.
ThreemonthsafterbeingbackinLA,thepartnershipwaslosingsteamandmyfriend’sotherven-turewaspickingup.HeandIde-cidedtoscraptheaffiliatesitesandwentbacktothedrawingboards.
Afterspeakingwithsmallbusinessowners,wenoticedtherewasan
interestinsimple-to-usesystemsforthelatestonlinetools.MymomwasthefirstoneIstudiedclosely...
Inoticedshewasreallylookingtoreinvigorateherbusiness–tocreatemoremomentum,gainnewleads,andultimatelyforgenewcli-entrelationships.Butshewasn’tfa-miliarwithhowthingslikeablog,anemailmarketingcampaign,orsocialmediaserviceswouldactu-allycreatenewopportunitiesfor
her,letalonehowtheywouldalltieintogethertocreateacohesivestrategythatcouldberolledoutwithheremployees.
Naturallyitsparkedourinteresttoservesmallbusinessesassocialmediamanagersandconsultants--somethingI’menthusiasticallypassionateabout.
Today BusinessTooligans.com aims to educate the social me-dia management community in best practices across the fields of Internet marketing, social media management, and small business development.
Utilizingsocialmediaforouraffili-atesiteswelearnedhowsocialme-diacouldbetiedintoanInternetmarketingstrategytoattractclientsandbuildabusiness.
So we built the site you see today and we’ve launched the first FREE industry inbox magazine for Social Media Manag-
ers called:
#SMMGR Magazine.
Throughourmagazinewe’vereachedouttosomeofthetopexpertsinthefield(which is what this book will show you how to do effectively)toteachourreadershipintopicslikestorytell-ing,blogging,Facebook,Twitter,LinkedIn,YouTube,socialmediamanagementandstrategy,net-working,publicrelations,leadgen-eration,location-basedmarketing,branding,emailmarketing,shop-pingcartsystems,andmore.
Wealsoincludefree“sneakpeak”interviewsforreaderstogainin-sightintohowtheseexpertsthinkandact.Weofferfulllengthver-sionsforpurchaseontheback-endalongwithtranscriptionnotesandexpertbonusbundles.
Formoredetailsyoucancheckout:
http://businesstooligans.com/newsletter
Pete Canalichio
This sounds terrific.
Michael Margolis
I'm game!
Neal Schaffer
Count me in.
Here’s what some of the experts had to say...
7
What To Focus On As You Read...If you’re reading this book you likely already know howtodothethingsmostoldergenerationsdon’t(i.e.setup,operate,andconnectthroughFacebook,Twitter,YouTube,LinkedIn,etc.).Butjustincaseyoudon’t,knowthatthisbookwillnotoutlineanyofthosesteps.
Moreover,youshouldknowthatyourproficiencyinusingthesema-jornetworkswillonlyenableyoutoreachalargeraudience.Itwillnotguaranteeyouthetypeofopportunityandrecognitionthatcomesfromimplementinganintelligentstrategythat’sbackedbyhard workanddiligent research.
Andpleaseunderstand,socialmediaisatool-notastrategy.Ofcourse,Ibelieveit’simportantthatyouknowhowtousethesetoolsbutwhatIteachinthisbookisnotabouttacticsormethodology.
NowoffthebatyoumaythinkmuchofwhatIdescribeinthisbookwillexplainhowyouleveragethenetworksofotherstogeneratemoretraffic,leads,andsales.Anddon’tgetmewrong,itwill.Whetheryou’reacorpo-ratesocialmediamanager,Internetmarketer,orentrepreneur,asasocialmediaprofessionalyouwillhavetoknowhowtotapintospheresofinflu-ence-betheyindividualsorcommunities.
However,Iwillnotgointomuchdepthdiscussingthesetopics.PlentyofotherblogslikeProbloggerandCopybloggerhavesufficientlyoutlinedmuchofthisinformation(We’vealsodonesoinafewofourblogposts).
Butmoreimportantlywiththisbook,Ihopetocommunicatesomethingevenmorefundamentaltoyou.Andthatisthatbytheendofthisreadingyougainanunderstandingoftheall-holy
mindsetof a successful Social Media Manager.
...Inotherwords:whyonecanbeeffectiveinthisjob.
Inmyopinion,onceyou’vereachedalevelofthinkingthatexhibitscreativeproblemsolvingandintelligentplanning,muchofthenecessary‘how-to’informationyouneedwillfallintoplace.Ialsobelievethatwiththistypeofmindset,youwillhavethepowertoleverageanynewtoolthatshowsupinthefuture(youmayjustneedtoputtimeintolearninghowtouseit).
Righty-o,mates.Let’smoveintothegoooodstuffff:-)
Denise Wakeman
You're the perfect case study because you caught my attention. I saw you retweeting my stuff. I saw it I might not've acknowledged it all the time but I saw it. I saw that you commented on things I posted on my Facebook page. I saw that you commented on my blog posts. So when you reached out to me I was like, yea I know who this guy is. I mean I don't know you but I recognized your name. So it was like... ok, yea. What have you got here. Let's talk. So it totally works... you did a great job. You're a great role model for your business.
8
Terms
...Before we get started, I wanted to make sure you have these ideas imprinted on the screen of your mind ;-)
• Leverage Points (“LPs”)-Peopleofinfluencewithlarge-scalereachwhoexposeyourideatotheiraudience.Westressthatyoureachouttoleveragepointswhohaveexpertinfluence,leadershippositioning,and/orextensiveexperienceintheirfield.
• Win-Win-Win Proposition-Themosteffectivewaytoleveragethenetworksofothersbydevisingaplanthatwouldserveyou,thecustomer,andyourLeveragePoints.
• Internet Opportunists-Professionalswithhighlyspecial-izedskill-setsanduniquepositionsofpower,whichenablethemtodemandgreaterattention,respect,andmoneywithinthemarketplace.Atonetime,webmastersclaimedthiscovetedposition.Todayitisreservedforanewcategoryofwebprofessionals-SocialMediaMan-agers.
• Society of Virtual Dignitaries (“SVD”)-ThisgroupismadeupofSocialMediaManagers,CommunityManagers,andSocialChangeAgentswhoareinterfacingtheirorganizationswiththepublic.Althoughtheymaynotbeaware,thisgroupofrepresenta-tiveshavethepowertoshiftpublicopinionbyshapingandfacilitatingpublicdiscussion.Someofitsfellowmemberscanbefoundrepairingcompaniesworldwidefromunjustclaims.Othershavebeenrespon-sibleforlargescalechangeinworldaffairs(seehowmembersofthissocietychangedthePhilippines,EgyptandIran).
Yes, I am very inter-ested, so thank you for reaching out. You have some great people on board!
Amy Porterfield
9
Chapter1:
Bold Claims
&
Blasphemy
In the early days of Inter-net business webmasters were king.Theyheldthekeystoanewworldofpossibility.AsInternetOpportunists,theycoulddemandattention,respect,andhighprices.Theirskill-setswerehighlyspecializedandsonewthatitmadeanyoneseekingtheirhelpinstantlytrusttheirjudgementandspendthenecessarymoneytogetawebsiteupandrunning.Thiswasagreattimeforwebmasters.
However,timeshavechangedandwiththeproliferationofWord-press,listmanagementplatforms,andshoppingcartsystemscom-paniesnowneednotspendthou-sands(ortensofthousands)ofdollarsonwebsitesorthirdpartywebmasters.Theskill-setsoftheseserviceprofessionalsarepracticallyInternetcommodities(andmuchofthemarefree).
Infact,youcouldgotoasiterightnowcalledfiverr.comandfindsomeonewho’scapableofsettingupyourWordpresssitefor$5.00easy.Thiswassomethingwecouldn’tdofiveyearsago.
Obviouslythingsarenowdiffer-entandwe’reseeinganewgroupofInternetprofessionalscomeintotheranksoftopauthority.
Todayyouwon’tcomeacrossthe
websiteofanylargecompanywithoutalinktotheirsocialmediaprofiles.Why?Becauseconsumerbehaviorisnowbeingshapedthroughonlinecommunication.
Theemergenceofsocialmediaplatformshaveliterallychangedthewaycustomersbuyproductsandservices.
Consumersdon’ttrustwhatacom-panysaysaboutthemselvesany-more(asiftheyeverdid...).Butinsteadthey’reputtingtheirfaithinpublicconsensusandopinion.Nowthey’respendingtheirtimesurfingreviewsandpromptingtheirnetworkstohelpthemanswerthequestion,
“Should I buy from this company?”
Thisquestion,bytheway,trans-latesinto70-80%ofthebuyingdecision.Consumersaremorelikelytobuysomething(ornotbuysomething)basedontheirpeers’feedback.Andwhere’sthebestplacetofindtheseanswers?Throughsocialmedianetworks.
Armedwiththeirresearchandtheirconvictions,thesecustomersarenownotonlyrightbuttheycanalsodemandthatthesecompanieswhoservethemplayballintheir courts.
So for you, the Social Media Manager, you’re clearly in theright spot.
Companiesthatarenewtothiswayofmarketingandcommunicationareseekingalotofhelp.They’retryingtouseirrelevantadvertisinginthewrongplaceswhichismak-ingforbadstrategy(andwastingtheirtime,money,andeffort).
Now,whenacompanywantstheattentionofitscustomers,theonlywaytogetitistospeaktothemwherethey’realreadytalking.Thisterritoryisunfamiliartothecom-panyinmanydifferentrespects.Andwhat’sevenbetterforyouisbusinessownersdon’tfullyunder-standhowtojoininon-andmoreimportantlyfacilitate-conversa-tionsaroundtheirbrands.
Theirbusinessmodelisfracturedatarguablythemostvitalintersec-tion-where
businessmeetsbuyer
Why The Business World Needs Intelligent Social Me-dia Managers More Than Any Other Web-Based Professional
11
Before social networks there was no way, fi-nancially speaking, to adequately learn about a customer in order to serve him/her better.
Muchofthetestingtookplaceinfocusgroupswherepeoplewerepaidtogivetheirfeedback.Itwasasterileenvironmentanditpracti-callyencourageddishonestyfromprospectsandcustomers.
Socialmediaontheotherhand,isenablingcompaniestogainmoreinsightthaneverbefore-andatafractionofthecost.
It’salsomultiplyingacompany’schancesofreachingmorebuyers.Period.Thisissomethingwe’veneverbeforebeenabletoconstruct-notthroughwebsites,email,or any other Internet-based market-ing platform.
Whichispartofthereasonwhyit’ssohardforbusinessownerstoun-derstand-becausetheyeitherfear
whatitrepresentsorarecompletelybaffledbythepossibilitiesanddon’tknowwheretobegin.
Andaswe’reseeingthebusinessworldtransitionintothisnewparadigm,theoldergenerationsarestillresistantandhaveyettoembraceit.
Infact,you’llknowhowdeeplyingrainedabusinessowner’sbeliefisaroundthetopicofsocialmediawhentheydemandtoseeanROI(ReturnOnInvestment)-asifitsapplicationtosalesandmarket-ingweretheonlyadvantagestoacompany.
Nowit’snottosaythetechworldisn’tandshouldn’tbeworkingto-wardstheabilitytotrackthedirecteffectofsocialmediamarketing.Theyare.ButyouandIbothknowthatitservesmorepurposes.
Ofcourse,ifacompanywillal-locatemoneytowardstheman-agementofsocialmedia,theyputthemselvesinabetterpositiontocreatemoresalesopportunitiesbecauseoftheamountofusers.
(Continuedfrompage11)Fum-blingontothescene,thesecom-paniesarecertainlynotcapableofputtingtheirbestfootforward.Theiroldparadigmsofmarketingandadvertisinghavebecomesooutdatedinsuchashortperiodoftimethatthey’vefoundthemselvesstuckanddesperate.
AsthenewwaveofInternetOp-portunists,youmustbepreparedtoinheritthisworldofchange.Ouraccesstoanythingandanyonefundamentallychangesthegame.As a Social Media Manager, you have a great responsibility to steer the uninitiated in the right direction. You’rethecaptainofalargeship.Grabthehelmandholdtight!
In times of profound change, the learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.
-EricHoffer,TheOrdealofChange
HOWEVER, there’s more to social media...
AndthesuggestionI’mabouttomake,ifexecutedproperly,hasthepowertoopenthebusinessuptoacompletelynewworldofpossi-bilities.It’sabold claim,Iunder-stand.Buthearmeout:
Ifabusinesswillsetouttoap-proachtheworldofinfluentialleaders,experts,brandadvocates,earlyadopters,pastandpresentcustomers,aswellasprospectswiththeintentionofbuildingupsocialcapital,they’llsoonfindsocialmediamanagementproduc-
Paradigm Shift: Why Social Media Is Useful To Every Business Department
12
ingmorevaluethanjustintermsofdirectleadsandsales.
Andbydoingthiseffectively,acompanywillhavesomuchnewinsightintotheirmarketthatitseemsalmostlaughabletoturndownthehiringofaSocialMediaManager.
Infact,ifitwereuptome,socialmediawouldbeit’sowndepart-mentwithinabusinessoutsideofmarketingandsales.Why?
Because with its use, a company’s R&D, PR, HR,
and production depart-ments can also experi-ence extreme benefits... and at a fraction of the cost!
Let’sconsiderhowithelpseachofthesedepartmentsbetterservetheendconsumer:
• R&D, Production-Withsocialmediawecansurveyloyalcustomersthroughdirectrelationshipbuilding.Italsohelpsusgainproductdevelop-mentinsight.
• HR-Withsocialmediawecansolvecustomersupportissuesbyfacilitatingreal-timediscus-sionthroughplatformslikeFacebookandTwitter.
• PR, Sales, Marketing-Withsocialmediawecandeveloppartnersforcross-pro-motions,empowercustomerstosharecompanynewsandof-fers,andincreaserelevanceforGoogletodrivepre-qualifiedtraffictothecompany’swebsite.
Obviouslytodaythingsarediffer-ent.Theseplatformsareenablingustoperformtasksoutsideofthescopeofoldbusinessparadigms.Andforcompanieswhohavenotcaughtontothisyet,theyaretheonesinneedofSocialMediaManagerstohelpleveragethesenetworks.
AndwhenthebusinessownerdemandstoseetheROIoftheirinvestment,it’stheSocialMediaManager’sjobtohelpthemun-derstandthatthey’retryingtotranslateoldparadigmsofdo-ingbusinessintohighlyevolvedconsumerenvironmentswheretheinvestmentinsocialmediadoesn’tjustservesalesandmarketingobjectivesbutitalsoservesR&D,PR,HR,andproductionobjectivesaswell.
ThentheSocialMediaManagerneedstohelpthemunderstandthatthesales-trackingtechnol-ogyhasn’tyetcaughtupwiththecapabilitiesofthesetools--there’smuchthatneedstobe“sortedout”inthisarea.
13
14
Before We ApproachThe First Real Chapter...
Q: Why do I need to grow a following?
Buildingafollowingbringsyougreatpower.Withsocialmedia,yourrelationshipandreachdetermineyourin-fluence.Withaloyalfanbase,youhavetheopportunitytogeneratehonestfeedback,surveyyouraudience,andbuildstrategicnetworksonamassscale.Withtheviralnatureofsocialmedia,yourintegrity,credibility,andvaluecanquicklyspreadwithfollowers.
Q: Why should I care about experts, influencers, and networks?
Whenitcomesdowntomessages,anythingyoupublishhastheopportunitytofallintothehandsofexperts,influencers,andmediagiants-ifdeliveredintheright'light'.BuildingrelationshipswiththeseLeveragePointscanbringyouhighlytargetedtrafficandhelpyoubuildcredibilitywithyourexistingandprospectiveaudiences.
Q: Where do I go to tap into these spheres of influence?
Determinethekeywordphrasesofyourgeneralmarket/industrytosearchforFacebookpages,Twitteraccounts,andLinkedInprofiles.Googlingyourmarketwithendingwordslike“blogs,”“forums,”“communities,”etc.willalsopullupthesespheresofinfluence.Amorecomprehensiveapproachisincludedinthisebook.
Q: How does social media tie into my sales and marketing strategy?
Yourmarketisthinking,speaking,andevolvingeveryday.AsaSocialMediaManager,it’sexpectedofyoutoinvestaheavydoseoflisteningintoyourstrategy.Followersexpectyoutobein-the-knowabouttopics,trends,andnews.Bydisseminatinginformationandestablishingcredibilitythroughthetransferenceofknowledgeyouareprimingyourmarkettobuy.Throughthepublicationanddeliveryofusefulcontentonmultiplesocialnetworksyourfans,followers,andconnectionshavetheopportunitytoretrieveyourcontentthroughtheirac-counts.Byestablishingaconsistentpresenceandprocuringandcollatingvaluableinformationforthem,yourmarketwillclickthroughtoproductsandservicesyoupromotebecauseofthecredibilityandtrustyou’vebuilt.
...I've listed some questions you might not have thought to ask but are vital to your understanding of social media and how to use this book.
Chapter2:
Buckle Up, Bud.
TimeToGetToWork.
Pep Talk: Why You, The Social Media Manager, Need To Step Up Your Game And Bridge The Communication Gap Now!
If you weren’t already aware, you are in a high-valued position.
Although many within a company would consider you a sales and marketing assistant, you know better than to let them pigeonhole your expertise. As a member of the Society of Virtual Dignitaries, the adept Social Media Manager knows they have the power to serve in more ways than pushing messages out to herds of prospects and customers.
Whether you’re working for your-self or for a company, if you under-stand ‘how all this stuff works’ you have a lot to offer in any business environment. CEOs and managers are starving for your knowledge-base and experience. And it’s best that you understand and embracethis because when the time comes, you’ll be expected to ‘make the call’ and you’ll want to have that confidence when they’re looking to you for answers.
If a company wanted to learn stra-tegic use of social media platforms
the curve is steep - especially when you consider the need to dissemi-nate messages to create influence and drive traffic. This requires a new way of thinking altogether - one that doesn’t present salesy marketing or push style communi-cation.
The shift we’re experiencing from offline to online communication is making it very difficult for businesspeople to embrace.
You will continue to see many balk at the need for a social media pres-ence. Why? Because they don’t get it. They don’t understand that social media platforms can ignite a very powerful explosion of interest and desire in a brand. As a So-cial Media Manager your job is to bridge the gap between these two worlds of communication.
You know that the power of so-cial proof and the ability to share what one finds around the Internet makes these social platforms ideal places to communicate company messages. And companies who don’t understand this also don’t understand that maintaining pro-files on networks like Facebook, Twitter and YouTube allow differ-ent types of users to engage with a brand.
With social media any company can disseminate news, obtain valu-able market research, elicit insight-ful responses, generate qualified leads, and convert more prospects into buyers.
Sharing unique content over the Internet can also help position a company as a thought leader in its industry, giving it more influence over a market and a more loyal fan base. Any skilled Social Media Manager understands this.
But let’s face it, no one else is will-ing to spend the time learning what you already know. You’re the only one holding the keys to this ‘vault’. And because the learning curve is so steep for many small businesses,
you have a unique posi-tion of power.
But let’s not get caught up though.Power in the hands of most are dangerous - especially in the social media space. But when channeled for good, you have the ability to tap unrealized potential latent in a business - whether it be its net-work, product mix, customer da-tabase, supplier network, strategic alliances, or friendly competitors - when coupled with social media, if used properly, can spawn a new world of possibilities.
If you know how to collaborate with these parties through social networks, you become more than just a sales and marketing as-sistant. And by learning how to properly allocate your time and energy into the right channels, you will begin to see huge returns in the way of fans, leads, and buyers.
Of course, this book intends to walk you through that process...
16(But first...)
THE WINDOW PRINCIPAL
Now,ifyouarepreparedtoworkinthisfield,thenIsuggestyoubeginlookingatyourcomputerscreenas
ifitwereawindow.Peoplecanseein,andyoumayseeout.Thechoicetostepinfrontofthiswindowisyours.Butunderstand,thatwhateveryouthrowoutofthiswindowisaccessibletoanyone(atleastuntiltheInternetevolvesintosomethinggreater...andsomehowallthoseuntaggedFacebookpic-turesgetleftbehindinthetransi-tion).WhatIsuggestisthatyouonlyshowup,readytospeakoutthroughthiswindowwhen you truly have something worthwhile to say.Thatway,whenother's
cometocheckoutyourwindow,alltheyseeare"kittensandroses"(whichisanotherwayofsayingthereal,authenticyouinthehighestlightpossible).Thereareveryfewpeoplewhoarecomfortableconversingoutthroughthiswindow.Thentherearethemasses,whodon'trealizethey'retalkingthroughthiswindow(andiftheyknew,they'dprobablyneverengageinitforfearofwhatothersmightthinkofthemortherepercussionsthatmaycomefrombehavingpoorly).
17
Obviously, this chapter is meant to serve as a "gut check."
It'sacautionarymessagethatIhopeyoutaketoheartbeforeyoujourneyintothespaceofsocialmediamarketing.Withthat,I'llstartbysaying:Ifyou'reoperatingonsocialmediaplatformspleaseunderstand,you have no absolute privacy.Isay"absolute"becausewithmanyplatformsyoucanregulatewhoseeswhatyousay,butifyouputallyourfaithinthetechnologyyou'releavingoutthemostimportantvariableofthesocialmediaequa-tion-people.Justasanexample,ifyoumanagetopissoffthe"right"person(be-causetheyareinyournetwork),youmayjustseeallyournaughty
Facebookpicturesinthewrongplacesthenextday.
...Formanyofus,operating on social media networks is not a conscious activity.Therefore,understandthatevery-thingyouthink,type,andpublishontotheInternetisfairgameforeveryone in the world to see.
So-ifyou'renotcutouttofacecriticism,strongopposition,ornegativepeople-reconsideryourprofessionalpath.Thismediumofdoingbusiness,creatingrelationships,andcom-municatingyouropinionsisforthemature,honest,ethical,andsincere.Allothersareinriskofdamagingtheirreputations,hurt-ingtheircareers,andcreatingmoreproblemsforthemselves.Here'sanotherpoint:
Youmustunderstandthatwhatyousayonasocialmediaplatformwill never go away.Period.Isay"never"becausethecompanywho'splatformyouuselikelyhasaclauseintheirTermsandCondi-tionsorPrivacyPolicythatstatesthatwhateveryoudoontheirso-cialnetworkisnotyourproperty.Inotherwords,whatyousayisoutofyourcontrol.Therefore,you do not get to determine who has ac-cess to this information.
Atanypointintimethecompany,thegovernment,advertisers,orothersmayhaveaccesstoyourper-sonalfile.Justknowthatthefreeuseofthesetoolscomewithaveryserious price.Ifyou'renotreadytojumpintothisriver,don'tfeelbad,butdon'tdoiteither.It'snotforthefaintofheart.
Consider Yourself Warned: The Rules Of Social Media
1. Everyoneisyourfriend-nooneisastranger.
2. Becarefulaboutwhatyousay.
3. Peoplewantyou,notyourfacadeorB.S.companymessages(andiftheyhavetobefromyourcompany,makesurethey’renotB.S.).
4. Yourcommunityexpectsyoutobe honest.
5. Ifyoucomeacrossinformationthatwouldbeusefultoyourfans,tellthemaboutit.Again,betheirfriend.
6. Makesureyou’reperceivedasathoughtful contributor,otherwiseyou’lllosecredibilityand/ortrust.
7. Theinformationyoushareshouldgenerallymove your audience closer towards their end goal.Thiscanbedonebycreatingyourowncontent,sharingotherscontent,orsimplyansweringquestionsposedbyyourcommunity.
8. Connectinginsocialmediaisreallyjustconnecting in real life (IRL),butwithhundreds,thousands,mil-lions,andevenbillionsofotherpeoplepresentintheconversation.
9. Whatyoupublishwill always be available to someone,somewheredowntheroad.
Key Principles To Consider When Managing Social Media
The Top 5 CharacteristicsOf A Successful Social Media ManagerNowthatyou’repreparedtostepintothering,let’skickitoffwiththe5traitsthatwillmakeyouasuc-cessfulSocialMediaManager.
Responsible -Whenyou’rewillingtotakeresponsibilityforwhatyousay,whetherit
bepositiveornegative,youraudiencewillappreciateitandlikeyoumore.Thiscanactuallybenefityouwhenyou’veadmittedyou’rewrong.Justunderstandthatifyou’rehonestlyrepresentingyourselforyourbrand,therightpeoplewillseeyouforwhoyouare-therestdon’t‘absolutely’matter(...they’renotpayingthebills).
Persistent-Moststrategicrelationshipsmadethroughsocialnetworksdon’tmanifest
themselvesimmediately.Ifyourgoalistogalvanizeastrongnetworkofinfluencersandbrandadvocates,youmustbepreparedtoconsistentlyreachouttothesepeople.WhetheritbeontheirFacebook,Twit-ter,YouTube,blog,orotherplatform-theymustseeyouasapersistentandinterestedconsumeroftheircontent.
Considerate-Generally,whenyou’veinvestedtimeinreadingsomeone’scontent
andyou’vesharedyouropinion,you’llimmediatelyberewardedwitharesponse.However,sometimesyouwon’tseeasparkofinterestfromthepersonyou’rereachingouttountilthey’resureyou’renotjustthereforyourownvanity.You’dbesurprisedathowmanypeoplewillspamothers’blogswiththeirownURLsandneglecttheimportanceofcontributingtotheconversation.
Capable-Asyouengageinconversationwithinfluencers(i.e.
LeveragePoints)andothers,you’llbegintorecognizetheirinterestlevelsbasedontheirtone,sentencestructure,word-ing,grammar,etc.Ifyou’renotprepared(ordon’tknowwhattosay)tosteeraconversationtowardsyourpersonalinterests,youwon’tbeabletokeeptheattentionofyourtargetLPs.
Creative-Oftentimesyourplanwillrequire“out-of-the-box”thinking.Ifyouaren’t
abletostepoutsidethe“corporate”wayofhandlingthejob,peoplewillfindyoustiffanduninteresting.It’sgoodtohaveauniquemixofideasthatwillpiquetheinterestofyouraudienceandtargetinfluencers.
1
2
3
4
5
It sounds greatfrom the outset!
Clement Yeung
18
Chapter3:
Slug. It. Out.
(You’llThankMeLater)
The Role Research Plays In Social Media Marketing
I really want to stress the value of researching and understanding the land-scape before you jump in to engage.
Engagementcanseriouslyhurtyou(orjustwastealotofyourtime)ifyoudon’thaveaclearpathtowardsanobjective.Puttingup-fronttimeintore-searchingthesocialmedialand-scapewillgiveyouconfidencewhenyou’rereadytoexecuteyourplan.As“un-sexy”asthissounds,yourup-frontresearchwilldeterminethemagnitudeofyoursuccess.
Therefore,beforeevermovingintothenextsegment,pleasestopeverythingandcreateanExcelorGoogledocspreadsheetsoyouarereadytothrowtheseontoyourlist.
THE RESEARCH PROCESS
Herearesomestepstogetyoumovingintherightdirection:
1. Determine who the experts/influencers/leverage points are within your industry
2. Set up a Gmail account (If you weren’t already using it for this doc)
4. Facebook: create spreadsheet with the following column labels
SearchinGoogle“[keywordofindustry]blogs”(finance,management,etc.)
Lookforthetop25blogsintheindustry(listtheblogauthorsinasimplespreadsheet)
Payattentiontothe“web”ofexpertswhospeakaboutthetopicandunderstandhowthey’reconnected
LookforecosystemsbuiltaroundeachLP>>>whatfanpagesaretheyapartof?WhodotheyfollowonTwitter?WhoshowsupintherelatedvideosoftheirYouTubecontent?
SetupaGoogleReadertoreceiveRSSfromtopLPs’blogs(filetheseblogsinappropriatecategories)
“Like”alltheseexperts/influencers’pagesfromyourcompanypage
3. Establish listening posts
Pagename
Companyname
Category(socialmedia,Internetmarketing,blogging,etc.)
Type(company,individual,partnership,etc.)
#offans
Admincontact
Admindetails
Wallpostactivitybasedoncomments/likes(1-5scale)
FacebookURL
WebsiteURL
AlternateURL
Otherdetails
I don’t like it anymore than you do. But the re-search clearly shows our members want to engage with us as the crew of a Kingon battle cruiser.
20
CREATING SOCIAL CAPITAL
Your social capital is the most valuable asset you can create for your brand --andthesolepowerofsocialme-dialiesinthepeople...itisn’taboutthetools,tech,orwidgets.
Soifyou’respendingtimecom-municatingwithdead-beats,pessimists,orlosers-you’retone,perception,andoutputwillreflectit.
However,considertheflip-sideof
thisequation:ifyou’reengaginginstimulating,thought-provokingconversationwithotheruserswiththeintentionofbuildingstrategicrelationships,leveragingnetworks,andcreatingnewvalue,yourout-putwillreflectthatjustasreadily.The key is in determining which of these you think about (and changing your perspective if neces-sary).Justknowthattheprimaryreason
anyworthwhilesocialmediauserwillresonatewithyouisbecausetheycanseeyouthroughyourwords;you’recommunicationistransparent;there’snoB.S.
Andifyouoperatewiththeintentofbuildingsocialcapital,youmustunderstandthatthere’snowayoffakingit.Thus,theonlylogicalconclusionwecanmakeisthat...
...this asset can not be ‘bought’ in any form -- it must be cultivated!
The Connection Between Research And Social Capital
• Whatistheirfieldofexpertise?• Whatdotheytalkabout?• Whoistheiraudience?• Whatotherexpertsendorsethem?• Whoarethe"bigname"affiliatestotheirproducts?• Howmanycommentsaretheygettingoneveryblogpost?• HowactivearetheirFacebook,Twitter,YouTube,LinkedIn,etc.?• Whatotherblogsdotheyread?• Whoaretheirrolemodels?• Whatevents,seminars,conferencesdotheyattend?• Whatistheircontactinformation?(website,emailaddress,phone
number,LinkedInprofile,Twitterprofile,YouTubechannel,etc.)
Building your social capital requires that you show your face in the right places.
Theexperts/influencers/leveragepointsyoulooktoformulatestrate-gicrelationshipswitharenotonlywritingfortheirownwebsites,butarealsoengagingonother'spro-files,channels,andblogs.Thusit’simportantthatyoudocumentthelandscape.
DOCUMENTING THE LANDSCAPE
YouwanttoknowveryparticulardetailsabouteachofyourLeveragePoints.AndyouwanttomakesureallofthesedetailsareincludedinanewtabonyourResearchSpread-sheet.
...As you study this list, you’ll start to see angles of approach for when you present them with your idea.
It’simportantthatyouunderstandtheirsocialwebsoyoucan“lock-into”theirworldandshowthemthatyou’reasincerefolloweroftheirwork.NOTE:Youwon’tgetfarinyoureffortsifyou’reemployinga“shot-gun”approach.Socialcapitalisbuiltonsincerity,interest,andcommunication.Ifyou’refiringoff(i.e.“spamming”)messages,you’llwastealotoftimeandenergy.
21
Withsocialmedia,youcannotcontrolhowothersreadintoyourwords,gestures,orwritings.Whatyousay,howyousayit,andwhenyousayitareallbeingscrutinizedandcritiquednowandinthefu-ture.Therefore,makesureyou'reputtingyourbestfootforwardev-erytimeyoustepuptothepodiumtospeak. You are only as good as your last message.Thatmeansifyou’vebroadcastedamessage,sharedapieceofcontent,respondedtoaquestion,tweetedoutyourthoughts,givenyouropinion,etc.youshouldalwayskeepinmindwhyyourtalkingandwhoyou’retalkingto.
Thesamegoesforyoursocialcapital...
Ifyouhaveapoorconceptofsocial
mediaplanningandcommunica-tion,youarelikelytofailatbuild-inguplegitimatesocialcapital.Thus,it’simportanttoconsiderthethingsyoucan’t do as much as you consider the things you must do.
• Youcan’tfakeit-Yourentireplanmustrestontheassump-tionthatyouarewhoyousayyouareandintendtodowhatyousayyou’lldo.
• Youcan’tgoinwithoutaplan-Ifyourpartners(LeveragePoints)agreetoyourproposal,youmustbepreparedtofollowthroughwiththeexecutionandmakesurethey’re“intheloop”onwhat’snextforthemtodo.Don’tleaveanyonehanging.
• Youcan’twasteanyparties’time-Anythingyouproposetoyourcustomersand/orpartnersshouldclearlyindicatewhy
you’reofferisworththeirtime.
• Youcan’tspamyouraudiencewithsalesmessages-Foreverytwosalesmessages,youshouldbesendingoffeightpiecesofcontentthatmoveyouridealcustomerclosertowardshis/herendgoals.
Inthecaseofbullet‘one’listed,justaswe’verecentlyseen,apoliticianwasfoundtobelyingabouthisTwitteractivities-hecouldn’trunfromit.Neither can you.
Obviouslysomeofthesethingscanhityouprettyhard,otherscanslowlycrumbleyourcredibilityovertime(withoutyouevenknow-ingit).Butknowthateverytimeyouengageinanyofthesefaultyactivities,yourcapitaldepreciatesinvalue.
The 4 Can'ts Of Building Up Your Social Capital
22
10 Power Tips To Finding Your VoiceAs we consider the im-portance of social capital (andhowtocreateit),Iwantedtolistsometipsforyoutokeepinmindasyouengageinconversa-tions.
23
1. Be honest.Yourreputationisso
fragile.Asingleliecouldseverethetrustyouhavewithyourcom-munityforever.
2. Be thoughtful.Thinkthroughyourresponsestocomments,feed-back,andquestionsraisedanddirectedtowardsyou.Today’sInternetcommunicationchannelsenableustorespondimmediatelytoanyinquiry.However,weshouldnotrushtorespondwithamessagethatisnotreadyforthepubliceye.
3. Be strategic.Thinkabouthowmanydifferentgroupsofpeopleactuallylistentowhatyouhavetosayandconsidertheirpositionswhenyouchosetopublishinformation.
4. Be aware.Don’tbesonaiveastothinkothers(competitors,friends,relatives,customers,prospects,etc.)arenotlisteningcloselytowhatyouaresaying.
5. Be conscious. OftentimeswecomeacrosstragicstoriesofFacebookersgettingfiredfromtheirjobsbe-causetheywerecaughtactinginappropriately.TodaymorethanEVER,wemustbeconsciousofEVERY-THINGwearedoingandsaying.
6. Be sincere.Yourvoiceisimportant.Therealpersonyouareshouldalwaysshowthroughinwhatyousay.Thisalsogoesforwhatyouwrite,record,orotherwisecreate.
7. Be clear. Yourwordsmustbeplacedtogetherintelligentlysothatyouraudiencecanunderstandyou.Ifyoushootavideoandyou’refumblingoveryourwords,keepshootingituntilyougetitright.Onceit’supthere,youdon’thaveachanceto‘erase’whatpeoplesaw.
8. Be concise. Keepyoursentencestight.Keepyourcontentasbriefasitneedstobeforyouraudiencetoun-derstandit.TheaverageattentionspanofanInternetuserisshrinkingmoreandmore.Youdon’twantthemtomissoutonthegoodstuffbecauseyou’veboredtheminthebeginning.
9. Be humble. Youdon’twanttocomeacrossavideoofyoubraggingaboutyoursuccess10,20,oreven30yearsdowntheline(andmaybeevenhaveyourkidsseehowmuchofad-bagyouwere).
10. Be cool.Yougainalotmorepraisefromsharingyour‘positive’commentsthannegativeones.There’snoneedforyoutomakepublicthingsthatyoucanexpressoffline.Plus,everyoneelsewillknowthatyoucouldn’tkeepyourcool,whichultimatelymakesyoulookbad(whetherornottheyunderstoodthesitua-tion).
Chapter4:
Magic Potions?
WhyYes,I’dLoveSome
Simple:Peopledon’twanttothinktoohardwhenyou’vepre-sentedthemwithanidea.Ifyoucan’tcommunicatethevalueofitinonetotwosentences,it’snotsimpleenoughyet.Keeprefiningituntilyou’vereachedthatlevelofsimplicity.Re-member,thisideashouldpresentvaluetoyourself,yourLeveragePointsandyourcorecustomer.
Smart:Thinkabouthowyourideacanpresentanintelligentwayforallpartiestogainvaluefromitsexecution.Ifonepartydoesn’tresonatewithyourconcept,gobacktothedrawingboardstodeterminewhat’sworkingandwhat’snot.Ultimately,youwanttomakesureit’s“wow”-ingyouraudience.
Sticky:Wouldyourcorecustomersharethiswiththeirfellowcolleagues,friends,neigh-borsorrelatives?Youwanttomakesurethatthere’sarealneedforyouridea.Otherwise,youwon’tgainenoughtractionwiththepeoplewhouseorinteractwithit.Inorderforyourideatobuildmomentum,attractnewaudiences,andbringyoumoretraffic,youhavetohavesomethingyourmarketreallywants.
Test:Agreattestistotryandexplainyourideatosomeonewhohasnorelationtoyourmarket/industry.Iftheythinkit’sagoodidea,generallyitmeansyou’vefoundsomethingthatpeoplecanunderstandandappreciate.
Test:Approachsomeonewho’sbeenbashingyouandyourefforts.Askthemwhattheythinkaboutyourconcept.Iftheylikeit,thisprobablymeansthey’rewillingtoadmityouhaveagoodidea.
Test:Surveyyourmarketandseewhichoftheirneedsarenotbeingmet.Makesureyouprobewithalotofquestionsthattouchonfeaturesandbenefitsofyourownidea.Thiswillhelpyourefine,tweak,orrethinkyourapproach.
25
The Keys To Crafting A SuccessfulSocial Media Marketing Campaign
Ifyou,yourcommunity,ANDyourLPsdon’tgainfromtheexecu-tionofyouridea,thenyoumusttakeastepbackandconsiderhowyoucanfulfillalltheseMUSTSinordertomoveforward.
Youwillnotmakerealprogressintheareaofsocialmediamarket-ingunlessyouhaveclearly deter-mined what each party will gain.Theleverageyoumaintainalllies
inhowcompellingyourideais.Youwillgetverylittleleverageifyouarenotservingallthreepartieslistedabove.And keep in mind I only tell you this to save you time, not to slow you down in your implemen-tation.
Onceyouhavetheidea,you’reverymuchreadytotaketherightaction(intherightorder).Pleasealsonote,Iencourageyoutoreadthroughthisentirebookatleastoncebeforeyouconsidergoingbacktorethinkyouridea.Thisbookgivesyoualotofthingstothinkaboutwhenyou’reretool-ingforgreaterimpact(andmoresuccess).
MUSTSERVE (1) YOU(2) CUSTOMER(3) INFLUENCER
PROPOSITION
THE VALUE OF YOUR IDEA THE WIN-WIN-WIN PROPOSITION
Inordertodrivehomethepointofprovidingvalue,I'velistedthreeMUSTSyou’llwanttoconsider.
ThesethreeMUSTScanalsobelookedatasaWin-Win-Win Proposition.
Thus,you’reidea...
BeforeeverimplementinganythingItalkaboutinthiseBook,pleaseunderstandthatthevalueofitsuseallrestsonyouridea.Iftheideaisfaulty,unethical,false,orotherwisedeemedtobeinvaluabletothepartiesyou'relookingtoinfluence,youneedtorethinkyourideasothatitconveysthe3corecharacteristicslistedonthelastpage.
26
The Keys To Crafting A SuccessfulSocial Media Marketing Campaign
Chapter5:
The Golden Door
ToAllYourRiches
(...StudyClosely)
The Primary Interest Of Anyone Operating Online:
You’ve heard it all before,butreallystopandthinkaboutit...Whenyou’retalkingtoanotherperson,they’realwaysthinkingtothemselves:Whataretheirmotives?Whydidtheydecidetoreachouttome?Whatdotheywantfromme?
CORE REASONS FOR COMMUNICATION
UNIFYING THE PUSH / PULL OPPOSITES
Theyhave
...Asasocialmediaprofessionalyoumustbepreparedtoshowthem(atsomepointintherelationshipbuild-ingprocess)whytheyshouldlisten.Andifyoucanshapeyourmarketingstrategyaroundthisquestion,you’llhavenoproblemgettingtheresultsyou’reafter.
ThereareafewreasonsyoumightbespeakingtoanLP:
ONE
FAME
TWO
POWER
THREE
MONEY
FOUR
RELATIONSHIP
FIVE
UNDERSTANDING
These5reasonscanbetiedtoverypowerful emotional intereststhatyoumustbeconsciousofbeforeyoureachouttotheseLeveragePoints:
Asyouengageinconversation,makesureyou'reconsideringbothparties’emotionalinterests-your’sandtheir’s.Therelationshipshouldalwaysbepullingandpushinginbothdirectionsatthesametime.
Ifyouwantmorepower,thinkaboutwhotheydon'talreadyknowthatyoumightbeabletointroducethemto.Thisiseffectiveifthispersonisinarelatedmarketandhasinfluence.
Ifyouwantmoremoney,thinkaboutwhatyoucandotohelpthempromotetheirproductsothatyousellmoreandhelpthemprofit-makingyoubothmoney.Thesharedinter-estisinpromotingvaluableproducts.
Ifyouwantmorerelationships,thinkaboutwhoyoucanintro-ducethemtothattheydon'talreadyknow.Savethemtimebyreferringthecontactsotheycanreachouttothepersonandbuildtheconnec-tion.
Ifyouwantmorefameforyourownbusiness,thinkabouthowyoucanappealtotheirownemotionsandcreateawin-winrelationshipthatbenefitsyouandhelpsthemfur-therexpandtheirreach.
Ifyouwanttostrengthentherelationshipbasedonunderstanding,considerhowyoucanaddtotheirliveswiththought-fulcommentsandideasandexposethemtoyourownperspective.
REACH INFLUENCE PRODUCTS CONNECTIONS PERSPECTIVETheyhave Theyhave Theyhave Theyhave
(i.e.alotofpeopleintheirnetwork-fans,followers,
subscribers)
(i.e.astrongnetwork-other
professionalswhoareconnectedto
them)
(i.e.anexcellentproduct/serviceyouwanttosell
asaJVpartneroraffiliate)
(i.e.someoneyou’dlikethemtorefer
youto)
(i.e.asharedinter-estwithyourownbusiness,life,and/orpersonalphi-
losophy)
PUSH-steerconversationtowardshowtheybenefit. PULL-steerconversationtowardshowyoubenefit.
What's In It For Me!?
28
Chapter6:
GameTime
MakeItCOUNT
The Role Energy Plays In Social Media Marketing
When many of us “play” on social networks, we often forget the value of our time.
Thisisadangerousgamebecauseitcutsintomanyotherareaswe’dotherwiseneverfailtoneglect(i.e.householdchores,errandsorotherobligations.)Wegetcaughtupinwhat’shap-peningandnextthingyouknow,thedayslippedawayfromusaswechecknotifications,sendTwittermessages,andfilterourinbox.Andtheworstpartis,we’vegotnothingtoshowforthetimewe’veinvested(orwasted).Theworkforceisfacingmanyissueswiththis.Companiesarestrugglingtomonitorthetimeem-ployeesspendworkingvs.social-izing.Andthisisrelevanttoyoubecauseyourbusinessoperatesonthesenetworksandusestheseplatformseveryday.
Ifyou’renotcareful,theenergyyoureserveforworkcanslowlydissi-
SOCIAL MEDIA MARKETING CONSIDERATIONS
Inanysocialmediacampaignyoumustknowwhattypeofeffortisre-quired...Below,I’velistedsomethingstoconsiderasyouplanyoursocialmediamarketingstrategy:
• Willyouhavetoput an hour into networkingonLinkedIneverydayforthenextmonth?
• Willyouhavetocreate a blog post once per weektobesyndicatedacrossallyourprofiles?
• Willyouhavetoresearch new fan pagesrelatedtoyourindustryandbuildconnectionswiththeadmins?
• Willyouhavetofind Twitter users inyourlocal,regional,national,orinternationalmarketwhohavecloutorsharedinterestssoyoucanworkonbuildingaviralfollowingofbrandenthusiasts?
• Willyouhaveto create video and share itwithyoursubscriberlist?
Allofthesethingsrequireyoutothink-tomapoutwhatyoushouldbedoingwitheachhourofthedaywhenyou’reworking.Whenyou’redonewithuploading/tagging/captioningFacebookpictures,forinstance,letyourselfmoveontothenextrelatedtask.Keepfromdrift-ingintoyourpersonalstreamandcheckingoutwhatfriendsaredoingwiththeirlives(IMHOit’sawasteoftime.)
FACEBOOK POWER TIP
Ifyoustartnoticingyourproduc-tivityiswaningbecauseofexces-siveFacebookuse,usetheprivacyfeaturestothrowallyourfriendsonalist.Then,makesurethatyoucan'tseethislistinyourfeed.Personally,IhavemanybusinessconnectionsandpagesIcommuni-catewithsoIliketokeeptheminmyfeedsoIknowwhat'sgoingonintheworldofbusinessratherthanmy"pseudo"sociallife.
pateasyouslipintoactivitiesthataren’tbringingyouclosertoyourprimarygoal.
Yes,youwillhavetodosomemun-daneactivitiesduringthedaythatgoalongwiththejob(likeclearingoutthespamfromyourblogposts,oruploadingnewpicturestoyourFacebookpage.)Butthekeyistostayonschedulewithyourwork.
30
RESULTS-BASED VS. EFFORT-BASED THINKING
Remember, just because you're in a ‘working’ en-vironment, doesn't mean you'll be productive.
Aworkingenvironmentonlylendsitselftoqualityoutput.Butqualityoutputistheresultofintelligentplanningandexecution.Ultimately,youwanttoberesults-basedinyourthinking,noteffort-based.Toillustrate:
• Effort-basedthinkingmeans
you're willing to gotoschool.
• Results-basedthinkingmeansyou've set an objective to learn onceyou'vearrived.
Thegraphaboveillustrateswhathappenswiththesetwomindsets:
Whenyou’rewillingtoshowupinthecaseofeffort-basedthinking,youinvestmuchofyourtimeinunfocusedwork.Youhaven’tsetarealintentionforspendingyour
timeatschool.
Ontheotherhand,whenyou’vesetanobjectivetolearninthecaseofresults-basedthinking,youuseyourtimewiselyinacquiringknowledge.
Trustme,results-basedthinkingiswhatyouwanttoengagein--itwillhelpyoucreatemoreoutput(withlesseffortthanyouthink).Moreover,thepurposeofthisbookistohelpyoushiftyourthinkingtoonlyfocusonresults.Becauseul-timately,resultsaretheonlythingyoucanshowforwhenyou'veputinaday'sworthofwork.Listedbelowaresomesuggestedsteps(intherightorder),soyoucanstarttakingactionnow.
ACTION STEPS
31
Determinewhatyourprimarygoalis
Listallthedetailsofthisgoalandwhatyouwillneedtoaccomplishit
Mapouthowyoursocialmediaeffortswillintegrateintothesuccessofthisgoal
Determinetheamountoftimeyouneedtobespendingineachareaofyourworkinordertoachievethisgoalin the shortest amount of time possible
Communicatethedifferentresponsibilitiestoallpartiesinvolved
Setmilestoneswithyourgrouptochartyourprogress
Takeactiononthefirststepinyourplan
Don’tmoveontothenextstepuntilyouaresatisfiedwiththequalityofyouroutput
The Role Energy Plays In Social Media Marketing
Chapter7:
Bonus Me, Please
(NoPunIntended)
Ifyouarelookingtoleveragethenetworksofinfluencersinyourmarket,itisimportantthatyousendthemanemail/message.BelowisthemessageIusedtogetsomeofthetopexpertsinmyfieldinterestedinwhatIhadtosay...
Excellentarticle,[Name].Cameacrossyourworkthrough[person, website, event, article, video, etc.].Howwouldyoufeelabout[as briefly as possible, describe the win-win-win and what every party gains from your idea]contributingtomycompany's#SMMGRMagazineonaperiodicbasis?Unlikeguestposting,we'llutilizesomeofyourarchivedblogposts(soyoudon'thavetowritenewcontent)andhelpyousellmoreofyourproductsandprogramsattheendofyourcontentpiece?We'llearnacommissionoffanysalesmadethroughthenewsletter,you'llgetmoreexposure/leads/sales,andourreadershipwilllearnfromyou,aqualifiedexpert.
It'sawin-win-win.Pleasesendmeanemailifthissoundsofinteresttoyou.Sincerely,P.S.Currently,wehave[insert all experts who’ve agreed to this same proposal] onboard.
POWER TIPS
• Thisshouldbedoneafteryou’veputsometimeintounderstandingthem,whotheyare,whattheyteach,whatotherexpertsthey’reconnectedto,etc.HOWEVER,pleaseknowthatIhavesentthisofftoexpertswithoutknowingextensiveinformationaboutthemandit’sworkedoutfine...I’vejustputintime(oncetheyagreedtotalk)tobetterunderstandwhotheywereexactly.Eitherwayworks,butjustknowyou’llhavetodosomeresearchatsomepointtolearnaboutthem.
• Ideallyyou’llwanttosendthisinanemail.HOWEVER,youcandothiswithinthecommentssectionoftheirmostrecentblogpost.We’vefoundthatthespeedoftheresponseismuchquicker.Thisisbecausetheexpertisalreadyina“receptivemode”togetfeedbackfromhis/herreadership.It’salmostlikeacompli-mentthatyou’veputinefforttoreadtheirpostandthenhelpedthemtackonanothercommentsothattheirreadershipperceivestheposttobeofhighervalue(again,alwaysbethinkingaboutthewin-win-winrela-tionship).
• Pleaseunderstandthatwewereinaverybigtimecrunchtogetmovingonourideasoweweren’tafraidofsomeoneelse“stealing”itiftheycameacrossourproposalontheexpert'sblogcomments.Ourreasoningforthiswasthatbasedonourupfrontinvestmentinmappingoutthisidea,wefeltthattherewereplentyofothermechanicsgoingoninthebackgroundthatwouldmakeitdifficultforanyoneelsetobe“firsttomar-ket.”
Initiation Message To Prospective InfluencerBusiness Tooligans Biz Model
33
[Name], Thanks for your interest and quick response. [Insert brief line that revisits a past conversation or refreshes their memory about who you are]. Here’s the rundown of (1) our intention with this [insert idea in as few words as possible] newsletter,(2) the basic content that we’ll be providing,(3) what a [insert audience] new subscriber will receive from us,(4) benefits to our expert panelists (and the people who are already involved) and(5) our marketing and promotional strategy for this [insert idea] newsletter... (1) [Insert your idea in a very precise, focused, and powerful sentence] Our service is an inbox magazine (another name for newsletter... BUT, with a very big distinction...) focused on helping managers, entrepreneurs, and employees navigate the social media education landscape. ([insert url to the particular webpage]) (http://www.businesstooligans.com/newsletter) (2) With our [insert audience] readership, we’d like to [insert idea] serve up articles produced by experts in the social media, Internet marketing, and small business education realms and expose them to crucial information (and products) that would be useful for their online marketing activi-ties. This would allow them to leverage the best knowledge from the most valuable experts. Our theory is that [insert compelling punch line that makes the LP agree with you] with the right tools and resources, our subscribers will learn to work smarter, not harder. ...I’m sure you’re always looking for more people to help promote your message. Since we’re both in the business of [insert main keyword for your industry] social media, we know that our [insert audience] readership will be very receptive to your information and products. (3) [List what your audience/customer gains] Upon subscribing, a new reader will receive: * MP3 “sneak peak” audio of your interview in a professionally packaged format* Ongoing articles produced by expert panelists which include a bio (ex: EarlyToRise.com)* Promotional emails from experts who are launching new products or services* Invitations to special events, offers, and bonuses (4) [List what the influencer gains] Benefits to our expert panelists: * Little time investment for great exposure* More mileage from past blog articles (while avoiding SEO issues)
Iftheinfluencerlikesyourconcept,they’llmostlikelyaskyouwhatthenextstepsare.Makesureyouhaveamoredetailedmessagereadytofireoffsotheyknowexactlywhatyou’retryingtoaccomplishandhowyouin-tendtoservethecommunity.Belowisanemailwe’veusedtogetexcellentresults:
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Sounds great. Send over the questions and lets do the interview next week.
Josh Peters
Followup Message To Prospective InfluencerBusiness Tooligans Biz Model
* Distribution of your content and sales messages to other experts’ readership (Currently, we have [insert names of other experts who’ve agreed to participate] on board.)* Profit sharing in back end sale of interview + expert bonus giveaway (see below for details)* (1) BONUS email every six months where you receive 100% of the revenue
(5) [Insert your method of marketing the concept and what you’ll need from the expert] The only time commitment we ask you to make is one hour for an interview where we’d ask you to provide insight on topics like: [insert industry] tools, how to get started as a [insert profession-al], what objections a [insert professional] must be ready to face and how they should overcome them, managing clients, expanding your service offerings, and a conclusion about your new developments and where people can find you. Then, we’ll package a “sneak peak” version of the interview as a bonus (15 minutes in length) for new subscribers (available for 1 month only). Your content will be batched with 2 other experts in your field [insert professional field] so that we generate a lot of buzz in the community. We’ll be doing this with each month’s expert inter-view topics ([insert related fields]) Once we’ve made your interview available, all we ask is that you promote it to your social me-dia and email channels and direct them to our [insert sales funnel - newsletter, product page, etc.]. (* We’ll provide simple emails, tweets, and Facebook messages for you to choose from so you don’t have to create them!) ** After the month’s end, we’ll discontinue your interview, make it available in a continuity membership site (with an accompanying ‘expert bonus’ you’re willing to give away), and share in the sales profits. If you have any questions, please feel free to ask. If you are ready to get started, we’d like to send over our interview questions and schedule a time to interview you over the phone. Look forward to your thoughts. Best,
*NOTE:Youmustdothistomakethewholeproposalseemeasierfortheinfluencertopar-ticipate(anddrivemoretraffictoyou).
**NOTE:Thisissetupthroughclickbank.com
WOW....great business model no doubt! And I love how organized this email is--I know that sounds silly, but you would be amazed by some of the crazy emails I get! I am IN! Let's do this. I am excited to get started.
Amy Porterfield
Sounds good to me. I'm game.
Jason Falls
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ListedbelowaresomecommentsI'vemadeonblogpostsandFacebookpagesthathavesteeredtheconversa-tiontowardsmygoalofformulatingamastermindgroup.Ithoughtyoumightgainsomeinsightintohowtogoaboutintroducingtheconcepttoatargetinfluencer:
Your response was very thorough! Thanks. I agree with you whole-heartedly that it's about the rela-tionship. The framework that we structured seems to be working very well for us. You must be sincere with anything you say. Too often you see people not taking the time to LIS-TEN. This is a quick way to build distrust and position yourself as a poor salesman. I am finding that the people (and pages) I reach out to through Facebook are the exact group of people I want to be con-nected with in business. But it's also important to understand that I had a plan going into this engagement. I am not just aimlessly commenting on people's posts... there's a reason why I'm reaching out to people like you. Mainly because we have the same business interests and I appre-ciate the content you post. Thanks again for your thoughts. I'm looking to build relationships with "competitors" which would ultimately add value to both our list of clients. I think a very powerful way to con-nect with your consumers is to reach out to other people of influence and engage with their pages. (Like I'm doing here). It's important that you show your face on different people's networks and not rely solely on your own for people to hear about you. This helps you migrate followers of
other pages over to your page, as well as build a strong relationship with the admin. It's a win-win all around. I think the most important part of networking starts with your plan-ning. Asking yourself why you want to network with people. It really points to an even bigger priority which is: "What are you doing with your life?" What is you main pur-pose in life and goals you're work-ing towards. Once you've aligned yourself with these things, network-ing comes naturally and you are more intent on LISTENING to what people in your market say. Then, you can reach out to the ones who resonate with you most and formu-late relationships... Joining up with people who comple-ment your skill set really helps pro-pel your business to the next level. Thanks for this - I see great things in the future. Regarding the mastermind group, as of now, I'm working on a social network one (which no one has been asked to join yet). I want to do it right... you know... form relation-ships with people in my market who have influence, integrity, and a desire to grow their companies through the organized efforts of the fellow mastermind members. I think if everyone I reach out to is on this
page, we can do something HUGE. When you can leverage the skill sets of others who are committed to helping you, it's powerful. And the cool part is, it's a win-win because there's a very strong focus on build-ing a long-term partnership... We are looking to create a resource syndicate whereby fellow profession-als in the "Social Networking, Inter-net Marketing, and Small Business Education" space can share highly valuable information, leverage & collaborate on promotions/events, disseminate resources/information to each other's readership, and build a strong following of passionate buy-ers through the group's expanded network. If you're interested, DM your email... I'd like to send you some excellent information I've ac-cumulated on Facebook networking that will help you understand this process a little more. ...Knowledge organized into effec-tive plans and acted upon is REAL power. Thanks for sharing. This article inspired me to give out a really good tip for small biz owners... If you haven't learned how to leverage the power of GOOGLE ALERTS, it's definitely time you do. By typing in your company as a "Keyword" you can set GOOGLE ALERTS to
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Developing Your Own Mastermind GroupThe Mastermind Blueprint
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RESULTSDISCLAIMERMyresultsarenottypi-cal.Nothinginthisbookshouldbeassumed.Alltheinformationpresentedhasbeentriedandtestedbymealone.Youarenotguaran-teedtoexperiencethesameresultsfromyourefforts.Iamnotresponsibleforany-thingyouchooseordon’tchoosetoimplement.
Important, please read this...
deliver the list of content that was published that day with the key-words you input. It will pull con-tent from ANYWHERE ON THE WEB... Facebook, Twitter, YouTube, Myspace, LinkedIn, blogs, or any other place. Go to www.google.com/alerts. Good luck. In terms of marketing, social net-works have given small business owners the profound ability to connect with prospects and listen closely to what people say about their brands. I have strong beliefs that through the use of social media, a small business owner doesn't have to fear competition... if we embrace the power of building social connec-tions with competitors, things like Clickbank and Affiliate Commis-sions completely change the way we think about online business. Instead, competitors are people of influence in your market who endorse your products because you share the same values. Win-win relationships are actually POSSIBLE between com-petitors through the Internet. Thank you for this post. It's a reminder of what we as entrepreneurs can do now that we couldn't do years ago... This is interesting. Thanks for shar-ing. It makes me think of an idea I came across recently... The marketer who spoke was mentioning that you should treat social media (or any other form of virtual commu-nication) like you would a physical relationship. You don't necessarily give your friends a call EVERYDAY to let them know what you're up
to. And if you do, every day should be VERY interesting. You should have a very good reason when you choose to publish content about your company. The ultimate purpose of any content you publish is to ADD VALUE. Keep the main thing the main thing. 80/20 rule... you're right about that. Thank you for this post. I think the best way to make sure you're using your time effectively is to construct a plan. Plans help bring order to your mind and reduce the stress of miss-ing out on what needs to get done. In terms of SOCIAL MEDIA, there is a REAL opportunity to leverage the knowledge, skills, and influence of others in your market to benefit your business. However, you must know what you're doing - because like you've said, you shouldn't be spending all of your time on it. Networking through Facebook. I'm building excellent relationships with page owners who share the same interests with the ultimate purpose of building a mastermind group. This is good. Makes me think of the power one can create if he/she lever-ages the skills/knowledge of others. A mastermind group is the most ef-fective and productive way to build your team. Excellent point! ...Reached out to others that are marketing their services on Face-book. Working on building a syndicate of like-minded business professionals who are interested in
cross-promoting through a tight knit group of "influencers." Your post was very clear and straight forward. I appreciated the simple steps you outlined. Most importantly, I liked how you men-tioned, "Perhaps you want to form a Mastermind group." ...Been reading Think And Grow Rich? lol. I think this is one of the more powerful elements that social media has to offer - the ability to collaborate and leverage the resources, people, and connections of others in the com-mon goal of increasing the influence of you and your mastermind group. This must be done right... like you said, "add value."
Developing Your Own Mastermind GroupThe Mastermind Blueprint
WiththeamountofFacebookfanpageownerswhoaresharingtheirin-formationintheSocialMedia,InternetMarketing,andSmallBusinessEducationspaces,wesawanopportunitytoleveragetheexperience,skills,knowledge,andinfluenceofaselectfewtocreateamastermindalliance(NapoleonHill,ThinkAndGrowRich),wherebythememberscouldbenefitthroughideasharing,exposuretovaluableinformation,andbuildlong-termstrategicpartnershipswithfellowgroupmembers.Thegroupiscomprisedofsmallbusinessownersandindividuals.
Nowyougettoseeitinaction...thebehindthescenesofwhatarealMastermindGroupdocumentlookslike--STRAIGHT FROM OUR OWN PLAYBOOK!
INTRODUCTION
38
Developing Your Own Mastermind GroupThe Mastermind Blueprint
1. Experience/Knowledgea.Socialmediab.Developingacommunityc.InternetMarketingd.Promotions
2. Shared valuesa.Entrepreneurshipb.Educationc.InspirationdGrowthe.Opportunity
3. Influencea.Engagedreadership(amount ofcomments/likesonposts)b.#offansonFacebook
PURPOSE
Asyou’venoticed,weareconsistentlyreachingouttoyouthroughyourpostsbecausewesharethesamevalues,interests,andthedesiretoserveothers-we’vegrowntoappreciatethecontentyoupublishandtheparticularmarketyouareserving.Youarereceivingthisinvitationtoour 2TM Co. Mastermind Alliancebecausewebelieveyouofferthefollowing:
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BENEFITS
Theultimatepurposeofthe2TM Co. Mastermind AllianceistoadvanceyourbusinessintereststhroughatightnetworkofInternetprofessionalsintheSocialMedia,InternetMarketing,andSmallBusinessEducationspaces.Withthisselectmembership,weseektoofferthefollowingadvantages:
1.AllianceofinfluentialfigureswithintheSocialMedia,InternetMarketing,andSmallBusinessEducationspaces2.Exclusivity3.Ideasharing4.Expertresourcetrading5.Exposuretovaluabletools,information,andopportunities6.Long-termstrategicpartnershipsa.Affiliatecommissionsb.Leadgenerationc.Expandreadership/fanbased.Collaborativeeffortsi.Cross-promotionsii.Guestinterviews/webinars/teleseminarswithgroupmembers Cross-taggingFacebookposts,notes,videos,MP3s,reports
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ROLES & RESPONSIBILITIES
Belowaresomerequirementsandcommitmentswe’veoutlinedsothatyouareclearonyourpersonaldutiesformaintainingthe2TM Co. Mastermind Alliance.Pleaseunderstandthatyou’vebeenselectedtoparticipateinthisgroupbecausewebelieveyouhavethequalitiesweareseekinginourbusinesspartnerships.
Bycommittingtoyourroleasamemberofthisgroupwebelievethereisanexcellentopportunityforallpartici-pantstogenerategoodstandingwiththeirrespectivenetworks,boostinfluenceontheirmarkets,andultimatelyincreasetheirsalesofproductsorpersonalservices.
MEMBERS’ RESPONSIBILITIES
Inorderforyoutobenefitfromthisalliance,wehaveoutlinedasetofresponsibilitiesforallmemberstofollow:
I.ContentCreation
1.Onceaweek,onemember(“leader”)willselectatopicoftheirchoicewiththegoalofcreatingapresenta- tion/documentforhis/herfan-base2.Eachmemberofthegroupwillberesponsibleforprovidingeither(1)ORIGINALdocumentofnotes,atleast1.5pagesinlengthor(2)anORIGINALpresentation/webinarinlinewiththetopic3.The“leader”willusetheseassetstocompileapresentation/document4.The“leader”willincludeallmembersnamesinthecreditssectionofthepresentation5.Allmembersarethenresponsibleforpromotingthenewassettotheirfan-baseswiththeintentionofcreat- ingnewfansforthe“leader”6.Thegroupwillco-createpromotionalmaterialsservingas“salescopy”forthepresentationlaunch:a.Line-upofFacebook/Twitterupdatesb.Emailseriesc.GraphicBanner
II.Scheduling
1.Timecommitmentexpectation:1-3hours/weeka.Researchb.Assetcompositionc.Generalmaintenanced.Phonecalls/communication
III.CommunicationSkypeCalls
1.1stMondayofeverymonthwe’llhold2-hour“PowerGroup”discussionstouchingonthefollowing:a.Generalmaintenanceb.Ideagenerationc.Newfindings,trends,resourcesd.Newguestintroductionse.Etc.
Generally,timingforSkypeCallsarepredicatedontheoverlappingofallmembers’schedules;however,we’dpreferdoingitinthemornings.AllschedulingbasedonPacificStandardTime.
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GMail
WebelieveGMailisthemosteffectivewaytoconductthegroup’sinteractions-itallowsfor:
1.Sharingofdocuments+calendarswithotherGMailaccounts2.Instantmessagingwithindocuments3.Storage4.GoogleChat(text,voice,video)5.PhoneCalls
Forthebenefitofthegroup,werequirethatyoucreateaseparateemailaccounttostreamlineandenhancecom-municationefforts.BelowisanexampleofyournewGMailaccountaddress:
ADMINISTRATORS’ RESPONSIBILITIES
Astheownersandadministratorsofthisgroup,wecommittoprovidingyouwiththefollowing:
• Alliancecompositionandmanagement• Properintroductionstonewmembers• Professionalfacilitationofgroup’sinterests• Cultivationofopportunitiesoutsideofthegroupthrougheducationalseminars,newpartnershipsandcol-
laborations,anddiscountsforbusinessservicesandproducts
NON-DISCLOSURE
Thebusinessdealings,ideas,oranyotherinformationdiscussedwithinthe2TM Co. Mastermind Alliance shouldnotbespokenabouttoanyoneoutsideofthegroupacrossanysocialnetwork.Itisasecretgroupfortheveryreasonthatwewanttokeepthecommunitystrongandnothaveoutsideinfluencesfrompeoplewehavenotscreened.
Theterm“secretgroup”isthetechnicalstatusofthe2TM Co. Mastermind AllianceonFacebook.Thisstatusalsohelpseveryoneinthegroupoperatewiththesameunderstanding.Wewouldprefernothavingtomakeexceptionsforcertainrequestsandthusfeelitiseasiesttoplacethegroupunderan“umbrellaofsecrecy.”
Additionally,ifamemberisremovedfromthegroupforwhateverreason,thisallowsustopreventthemfrom“finding”itagainonFacebook.Inotherwords,wewouldhavetoinvitepeopletojoinforthemtoknowaboutit.
Pleaseunderstandthatsomeoftheinformationdiscussedmightbeconfidentialenoughthatitwarrantsextraprotection.WeaskthatyousignaNon-Disclosureagreementtopreventexposureofimportantinformation.Themostnotableexamplesofsuchinformationisasfollows:
1.Productlaunchdates2.Strategiesbehindlaunches3.Anyotherinformationthatisdeemedsensitivetoanyindividualmemberorthegroupasawhole
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EVALUATION FORM
1.TheuseofFacebookbenefitsyouinthefollowingways(selectanyorall):a.MarketResearchb.CustomerServicec.LeadGenerationd.Marketing/Promotionse.Alloftheabove
2.Whatkindofprojectsareyouworkingonatthemoment?(Chooseanyorallofthefollowing)a.AffiliateSalesb.SocialMediaMarketingService(s)c.SocialMediaMarketingProduct(s)d.SmallBusinessSolution(s)/Service(s)e.SmallBusinessEducationalProduct(s)f.Other(pleaselist):___________________________________________
3.Whowouldyoubenefitfromtalkingtothemost?(i.e.Whattypeofprofessionals?Pleasebespecific.)
4.Whohasinfluencedyoutogetintothisbusiness?(i.e.InternetMarketing“Gurus”,MotivationalExperts, friends,etc.Pleasebespecific)
5.Whydidyoucommittothisbusiness?
6.Name3InternetMarketingproductsyou’vepurchased/reviewedinthepastyear:
RULES OF THE 2TM Co. MASTERMIND ALLIANCE
• Ifyoutrytomakeasalespitchyouarebootedoutofthegroup• You’renotallowedtotalkaboutthegroup(oryou’rebooted)>>>“FightClub”• Looktoshareexcellentsecretsthateveryonewouldappreciate• AllcontentsharedMUSTADDVALUE
Atanypointintimewemaybootyoufromthegroupifwesuspectfoulplay.
Pleasesignanddateinthefieldsbelowandreturnacopytousdigitallysampleemail@gmail.com.Youmayprint/scanortypeupanewdocumentwithyourresponses.
Yoursignatureindicatesthatyou’vereadandagreedtofollowthetermslistedabove.
_____________________________________________SignatureDate
_____________________________________________EmailSkype
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Natalie Sisson
This is a really well thought out idea and a smart one too. Like you I'm always aiming to help people work smarter not harder in understanding how social media can help them so count me in.
Johnny B. Truant
Sounds fabulous.
Aaron Strout
Sounds like a good deal. Sign me up.
Andrea Nierenberg
I would love to contribute and work with you... It sounds good and I will blog and market it a lot.
Shannon Cherry
This sounds like an easy no- brainer. Absolutely.
Trey Pennington
Sounds like a great idea. I would enjoy being a part of your program.
Payson Cooper
This sounds like quite a wonderful deal.
I think it’s a great idea to service social media managers.
Christina Hills
Make Sure You Sign Up For The Only FREESocial Media Manager Magazine Where Daily You’ll Receive
Strategies, Best Practices, And More Related To Social Media,Internet Marketing, and Small Business Education!
By subscribing you’ll also get:
*Ongoingmonthlyaudiointerviewsfromleadingexpertsinthefield(threeeverymonth!)*Ongoingarticlesproducedbyourexpertpanelists(seethelisthere)*Exposuretousefulproductsandservicesforyourbusiness*Invitationstospecialevents,offers,andbonuses!*Andmore!
Jesse Stay
Sure - I'd be happy to.