Social Media Drumbeat
Media Crumbling Revenue Falling  Content Free
C reate C onnect C ollaborate C omment Community Community Content
Award-Winning <ul><ul><ul><li>Design </li></ul></ul></ul><ul><ul><ul><li>Variety </li></ul></ul></ul><ul><ul><ul><li>Creat...
Social Synergy ™ July 19, 2010 Wish you were  here. Achieved “Critical  Mass,” today!
Marketing System Book Traditional Media Direct Marketing Social Media Tools Applications Multimedia Content
<ul><li>Little Red Book </li></ul><ul><li>The Fred Factor </li></ul><ul><li>Never Eat Alone </li></ul><ul><li>Bible in dra...
Book, Book, Book Hardcover Kindle iPad - audio MemCards® Flashcards iPhone
Traditional Media
Create: Articles PRWeb PRWeb
Create: YouTube
Create: Radio
Create: Websites
Create: Websites
Connect: Facebook
Comment: Twitter
Comment: Linkedin
Collaboration
Checklist   <ul><ul><li>Content:  Firehose, or Drip-drip? </li></ul></ul><ul><ul><ul><li>Book </li></ul></ul></ul><ul><ul>...
 
Facebook Fanpage http://Facebook/SellingChange Twitter http://Twitter/SellingChange Linkedin http://Linkedin/in/BrettClay ...
 
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How to Create an Award-Winning Social Media Marketing System

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Change Leadership Group, LLC was honored to receive an award for Best Book Marketing for "Selling Change" from the 2010 Independent Publisher Book Awards.

Brett Clay, CEO of Change Leadership Group, delivered this presentation at the National Speakers Association national conference in Orlando, FL on July 19, 2010.

About Brett Clay
Brett Clay is the author of the award-winning book, Selling Change, named the best business book of 2010 by the Independent Publisher Book Awards. A veteran of two decades in international sales and marketing management, he is the founder and CEO of the innovative Change Leadership Group, a management consulting and training firm that helps companies grow their businesses by developing their sales, marketing, and leadership capabilities.

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  • Brett Clay is the author of the award-winning book, Selling Change, 101 Secrets for Growing Sales by Leading Change, named the best business book of 2010! He is also the founder and CEO of the innovative Change Leadership Group, a management consulting and training firm that helps companies grow their revenue by developing their marketing, sales, and leadership capabilities.
  • Have you heard the social media drumbeat? Would you just like it to stop? There are so many tools and technologies to learn and maintain, it’s enough to drive you crazy. Last year I was in the audience, wishing I didn’t have to learn all this stuff. But, I did – and so can you!
  • We MUST learn this stuff, because the marketing tools of yesterday are gone. Traditional media is crumbling. Their revenues are gone. And people expect their content to be free. You are not alone. Everybody, including, for example, the magazine formerly known as BusinessWeek, must learn to survive and thrive in the world of online media.
  • It’s all about creating content and building community. Content is the currency and the fuel of your social media engine. Focus on creating content. Then, connect your content and your community will grow. The days of being an expert or guru are gone. Now you must think of yourselves as facilitators and community builders.
  • As I mentioned, at this conference last year I knew so little about social media, when people said New Media, I thought they were talking about BlueRay movie disks. Since then, I invested so heavily and thoroughly, that I won an IPPY marketing award. The point is that if I can do it, so can you! I’ll show you what it looks like.
  • Many people just dip their toes and try one thing at a time. It doesn’t work that way. You have to think of it as a system that works synergistically to create a virtuous cycle. Only after you have exceeded a critical mass, will the chain reaction be self-sustaining. Once you do that, it’s like having a nuclear power plant energizing your business.
  • Let’s look at all the elements that work in synergy. First, you need really solid content, preferably in the form of a published book. Notice that the system includes traditional media and direct marketing. Those remain very important. Then, you add the social tools. Multimedia content is absolutely essential—it’s one of the fuels. And finally applications are very powerful, and surprisingly affordable.
  • I want to stress the importance of a book. It is the foundation of your marketing system. Look at how these books create incredibly powerful brands. A book captures and communicates your content. It becomes your vehicle for evangelism. No one can dispute how the little black book has been used as a very successful marketing tool.
  • But, a book is just a way of packaging your content. You need to deliver your content in all the types of packages, possible. I recently published an article about the death of printed books. That’s just another reason you must embrace online media to survive.
  • Again, it’s all about the content. It’s important not to get swept up in the hype about social media. What’s happening in the world is far bigger and far more profound than the buzz word, “social media”. The game changer—make that the world changer--is that media is going online. Once media is online EVERYTHING changes.
  • For example, everybody becomes a journalist. Here’s an article I wrote, reporting on the discussions at Book Expo America in New York. With online media like PRWeb I become a reporter – and my own publicist. PRWeb distributes this article directly to the inboxes of newspaper editors, bloggers, search engines, etc.
  • Multimedia content is absolutely essential. This is my YouTube channel where I will be publishing all 101 secrets from my book. I also publish video versions of my blog, book reviews, testimonials and more. It’s a big investment—I built a recording studio to do all these videos.
  • This is my online radio show called The Actuation Zone -- one of the most powerful social synergy components! The guests promote their interviews to their communities, thereby growing their platform and mine.
  • This is the book’s website. Notice it links in all the various content: Youtube channel, my proprietary cartoon strip, the book’s Facebook fanpage, Twitter feed, link to the radio show. And since it is WordPress based-the blog is built in.
  • This is my corporate website, again, WordPress based and synergistically linking in all the content: YouTube, Twitter, Linkedin, radio show, Facebook, and link to the Selling Change book site. The SellingChange blog automatically feeds into this site.
  • Many of you may have Facebook accounts. But, you all need to have Fanpages for your business identity. The Fanpage is like a big bulletin board where you let people know about your latest videos, blogs, events, etc. Also, try out Facebook advertising –it’s low cost and extremely targeted .
  • Everybody talks about Twitter. Make sure your branding is consistent across all your web properties. One tip: Don’t link Twitter to Facebook. You don’t want Twitter-litter littering up your fanpage.
  • Linkedin plays an important role in your social synergy marketing system. For some people, Linkedin IS their system. Start with the basics: Make sure you use all the features, such as Amazon Reading List, Twitter feed, WordPress blog feed, and Linkedin Groups. Then, spend several months just adding contacts.
  • Here’s a way to use social media to co-create a product. Next year, I’m going to publish a book comprised totally of chapters submitted by readers. Each chapter is two pages – about 400 words. This is a page promoting the project in my current book. One book leads to the next.
  • OK, here’s the checklist. Make sure you are producing a firehouse of content. Make sure your websites are built on Wordpress. Set up a Facebook fanpage. And make sure you have a team in place. When I started this a year ago, we couldn’t find knowledgeable vendors. Today, there are many people who can help.
  • Finally, come to the CigarPEG celebrity fundraising party, tonight at Sun on the Beach, right after the 20/20 Lighting Rounds. I’ve donated a consulting and coaching package to help you implement your own award-winning Social Synergy Marketing System.
  • How to Create an Award-Winning Social Media Marketing System

    1. 2. Social Media Drumbeat
    2. 3. Media Crumbling Revenue Falling Content Free
    3. 4. C reate C onnect C ollaborate C omment Community Community Content
    4. 5. Award-Winning <ul><ul><ul><li>Design </li></ul></ul></ul><ul><ul><ul><li>Variety </li></ul></ul></ul><ul><ul><ul><li>Creativity </li></ul></ul></ul><ul><ul><ul><li>Message Delivery </li></ul></ul></ul><ul><ul><ul><li>Use of technology </li></ul></ul></ul><ul><ul><ul><li>Comprehensive </li></ul></ul></ul><ul><ul><ul><li>Cutting-edge </li></ul></ul></ul>“ One of the best campaigns we’ve ever seen.” — Independent Publisher Book Awards
    5. 6. Social Synergy ™ July 19, 2010 Wish you were here. Achieved “Critical Mass,” today!
    6. 7. Marketing System Book Traditional Media Direct Marketing Social Media Tools Applications Multimedia Content
    7. 8. <ul><li>Little Red Book </li></ul><ul><li>The Fred Factor </li></ul><ul><li>Never Eat Alone </li></ul><ul><li>Bible in drawer </li></ul>Your Foundation
    8. 9. Book, Book, Book Hardcover Kindle iPad - audio MemCards® Flashcards iPhone
    9. 10. Traditional Media
    10. 11. Create: Articles PRWeb PRWeb
    11. 12. Create: YouTube
    12. 13. Create: Radio
    13. 14. Create: Websites
    14. 15. Create: Websites
    15. 16. Connect: Facebook
    16. 17. Comment: Twitter
    17. 18. Comment: Linkedin
    18. 19. Collaboration
    19. 20. Checklist <ul><ul><li>Content: Firehose, or Drip-drip? </li></ul></ul><ul><ul><ul><li>Book </li></ul></ul></ul><ul><ul><ul><li>Audio </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><ul><li>Articles </li></ul></ul></ul><ul><ul><li>Website: Wordpress </li></ul></ul><ul><ul><li>Facebook Fan Page </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Linkedin </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Team: </li></ul></ul><ul><ul><ul><li>Strategist </li></ul></ul></ul><ul><ul><ul><li>Graphics designer </li></ul></ul></ul><ul><ul><ul><li>Copywriter </li></ul></ul></ul><ul><ul><ul><li>Web developer (PHP, Javascript, html) </li></ul></ul></ul><ul><ul><ul><li>Publicist </li></ul></ul></ul>
    20. 22. Facebook Fanpage http://Facebook/SellingChange Twitter http://Twitter/SellingChange Linkedin http://Linkedin/in/BrettClay Linkedin Group http://linkedin.com/groupRegistration?gid=2450609 Blog http://ChangeLeadershipGroup.com/Feed/RSS Radio Show RSS http://ActuationZone.com/Feed/RSS iTunes Channel http://itunes.apple.com/us/podcast/id355387159 YouTube Channel http://YouTube.com/user/SellingChange Selling Change® (book) http://SellingChange.com Amazon – Selling Change® http://www.amazon.com/dp/0982295235/ Radio Show http://ActuationZone.com Change Leadership Group® http://ChangeLeadershipGroup.com
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