BrianCarterYeah.com
SocialMediaKeynoteSpeaker.com
OUTLINE OF THIS AMAZING TALK
• FACEBOOK TRAFFIC
• ROI + TRAFFIC + BRANDING
• PERPETUAL PROMOTION MACHINE
• POSITIONING
• F...
FACEBOOK TRAFFIC
ROI VS. TRAFFIC VS. BRANDING
THE DOWNSIDE OF ROI
• LOW HANGING FRUIT IS AWESOME BUT
THE DOWNSIDE OF ROI
• THERE’S ONLY SO MUCH OF IT.
Raise Awareness
Generate Demand
Fulfill Demand
Social
SEARCH
IMPACTING THE SALES FUNNEL
TRAFFIC WITHOUT REPETITION
• EVEN WITH GREAT CONVERSION RATES
LIKE 2% ECOMMERCE OR 20% LEAD GEN
• THAT MEANS
80% – 98% LEA...
Attention Interest Desire Action
A.I.D.A.
IN THE ATTENTION ECONOMY
YOUR REAL COMPETITION IS EVERYBODY
THE POWER OF MINDSHARE
• WHO IS YOUR FIRST CHOICE FOR:
• BUYING A BEVERAGES?
• LISTENING TO MUSIC?
• SEARCHING THE INTERNE...
THE PERPETUAL PROMOTION MACHINE
1. REACH PEOPLE EVERYWHERE
2. APPEAR BIGGER AND MORE
IMPORTANT
3. GET PEOPLE TO COME BACK ...
POSITIONING
IN YOUR BRANDING, YOUR…
• CLIENTS
• MEDIA MENTIONS
• ACHIEVEMENTS
• PARTNERS
DO YOU LOOK LIKE…
• COCA COLA?
• ...
POSITIONING
YOU ARE ONLY AS STRONG AS YOUR…
• MOST FAMOUS CLIENT
• MOST PROMINENT MEDIA MENTION
• BEST KNOWN PARTNER
• MOS...
12 FACEBOOK AD APPROACHES
Fan growth ads
Event attendance growth ads
Page post ads
Friend of fan/attendee/interacter spons...
ADVERTISE TO YOUR
EMAIL LISTS
• OPENSKY: 30% BETTER CONVERSION
RATE
• SOCIALCODE: 15% LOWER COST PER FAN;
87% MORE OF AD V...
LOOKALIKE AUDIENCES
• FACEBOOK ANALYZES YOUR EMAIL
LIST
• ADVERTISE TO SIMILAR PEOPLE
YOU NEED MORE THAN ONE IDEA
TEST LOTS OF AD IDEAS
MULTIVARIATE CPL OPTIMIZATION
TOO MANY THINGS TO TEST?
1. TEST ALL YOUR TARGETING OPTIONS
WITH ONE BORING AD
THEN…
2. TEST YOUR BEST TARGETS WITH
AWESOM...
5 KEY FACEBOOK AD TIPS
• CREATE 5 NEW ADS PER WEEK = IMPROVE PERFORMANCE
• TEST HEADLINES, IMAGES, COPY, TARGETS = IMPROVE...
FACEBOOK POSTING TIPS
• PHOTOS ARE USUALLY THE MOST VISIBLE
• LINK POST VS. PHOTO POST WITH LINK
• HAVE A GOAL BESIDES INT...
7 STEPS TO FACEBOOKIZE ANY BRAND
1. What do you sell?
2. Who buys it?
3. What's unique about them?
4. What’s their lifesty...
IDEAL CONTENT TYPE FOR EACH DAY IN EACH
NICHE
CREATE POSTS THAT GO VIRALBASED ON A RESEARCH REVIEW OF 2,953 POSTS, A TOTAL OF 31,423 DATA POINTS
DO:
• GIVE
• ADVISE
• W...
CONTAGIOUS CONTENT
Give Offers
Discounts &
Deals
Contests
Advise Tips How to Obstacles
Warn Dangers News
Coming
Soon
Amuse...
VIRAL BRAGGING
WHEN YOU WIN, YOUR
CUSTOMERS WIN.
YOU BRAG SO THAT
THEY CAN BRAG.
WHEN YOUR CUSTOMERS
BRAG, YOU WIN.
(IN HI...
ON A PAGE WITH
LESS THAN 10,000
FANS, THIS POST
REACHED 41,334
PEOPLE (WITHOUT
ADVERTISING).
B2B
MARKETING
=
BOREDOM
?
DON’T GET
ATTACHED JUST
TO SHARES &
INTERACTION.
WHICH POSTS
ARE GETTING
LEADS?
http://bit.ly/ContentROI
“Being alive is the best time
I’ve ever had!” – Brian Carter
GROWING YOUR
THOUGHT LEADERSHIP
LESSONS FROM MY BUSINESS JOURNEY
GROWING YOUR
THOUGHT LEADERSHIP
LESSONS FROM MY BUSINESS JOURNEY
BENEFITS OF THOUGHT LEADERSHIP
FOR CONSULTANTS & SPEAKERS
• YOUR PICK OF CLIENTS
• FAST GROWING BUSINESS
• GET PAID TO SPE...
THOUGHT LEADERSHIP FOR
INFOPRODUCT SALES
• CREATE TRUST AND DEMONSTRATE EXPERTISE
• WHAT’S THE BIGGEST FEAR OF PEOPLE BUYI...
THOUGHT LEADERSHIP FOR SALESPEOPLE
• TODAY’S SALESPEOPLE ARE TRUSTED EXPERTS
• HELP CLIENTS CHOOSE THE BEST SOLUTION
• REF...
MY BUSINESS JOURNEY
1999 ACUPUNCTURIST + STARTED AT TOASTMASTERS
2004 PULSEMED.ORG + ADSENSE
2005 ADWORDSMAN.COM: FREELANC...
5 ELEMENTS OF
THOUGHT
LEADERSHIP
Persuasive
Speaking
Harnessed
Gifts
Focused
Mastery
Original
Thoughts
Effective
Writing
L...
STEPS TO CREDIBILITY
HERE’S THE ORDER I’D DO IT IN:
1. YOUR IDEAS GET RESULTS
2. WHAT YOU SAY IS BACKED BY RESEARCH & DATA...
LIST OF CLIENTS &
RESULTS
WHEREVER POSSIBLE, QUANTIFY
THE POSITIVE EFFECT YOU’VE HAD
STEPS TO PUBLICITY
STEPS TO PUBLICITY
SELF PUBLISHING EXAMPLE
“SOCIAL STATE”
COSTS
• COST OF PRODUCTION: $150 + % THAT EACH OF
THE DIGITAL BOOK STORES GET ON EA...
DISPLAY YOUR CREDIBILITY MARKERS
STEPS TO CLIENTS
FAME BY ASSOCIATION
27 TIPS FOR GROWING YOUR
THOUGHT LEADERSHIP
1. DO MORE OF WHAT WORKS, LESS OF WHAT DOESN'T
2. FIGURE OUT A NEW SHORTCUT
3....
BrianCarterYeah.com
SocialMediaKeynoteSpeaker.com
Facebook Traffic + Growing Your Thought Leadership
Facebook Traffic + Growing Your Thought Leadership
Facebook Traffic + Growing Your Thought Leadership
Facebook Traffic + Growing Your Thought Leadership
Facebook Traffic + Growing Your Thought Leadership
Facebook Traffic + Growing Your Thought Leadership
Facebook Traffic + Growing Your Thought Leadership
Facebook Traffic + Growing Your Thought Leadership
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Facebook Traffic + Growing Your Thought Leadership

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A presentation on using Facebook to maximize your impact and to create and grow your Thought Leadership Power, or your company's. How to improv your credibility and boost your publicity. How to Facebookize your brand for success with Facebook posts. 27 tips for growing your thought leadership.

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Transcript of "Facebook Traffic + Growing Your Thought Leadership"

  1. 1. BrianCarterYeah.com SocialMediaKeynoteSpeaker.com
  2. 2. OUTLINE OF THIS AMAZING TALK • FACEBOOK TRAFFIC • ROI + TRAFFIC + BRANDING • PERPETUAL PROMOTION MACHINE • POSITIONING • FACEBOOK AD TIPS • FACEBOOK POSTING TIPS • GROWING YOUR THOUGHT LEADERSHIP • BENEFITS • 5 ELEMENTS OF THOUGHT LEADERSHIP • HOW TO GET MORE CREDIBILITY, PUBLICITY & CLIENTS • 32 TIPS FOR GROWING YOUR THOUGHT LEADERSHIP
  3. 3. FACEBOOK TRAFFIC ROI VS. TRAFFIC VS. BRANDING
  4. 4. THE DOWNSIDE OF ROI • LOW HANGING FRUIT IS AWESOME BUT
  5. 5. THE DOWNSIDE OF ROI • THERE’S ONLY SO MUCH OF IT.
  6. 6. Raise Awareness Generate Demand Fulfill Demand Social SEARCH IMPACTING THE SALES FUNNEL
  7. 7. TRAFFIC WITHOUT REPETITION • EVEN WITH GREAT CONVERSION RATES LIKE 2% ECOMMERCE OR 20% LEAD GEN • THAT MEANS 80% – 98% LEAVE YOUR SITE WITHOUT DOING ANYTHING • TRAFFIC WITHOUT A REPEAT VISIBILITY STRATEGY IS EXPENSIVE + INEFFICIENT
  8. 8. Attention Interest Desire Action A.I.D.A.
  9. 9. IN THE ATTENTION ECONOMY YOUR REAL COMPETITION IS EVERYBODY
  10. 10. THE POWER OF MINDSHARE • WHO IS YOUR FIRST CHOICE FOR: • BUYING A BEVERAGES? • LISTENING TO MUSIC? • SEARCHING THE INTERNET? • WATCHING VIDEOS? • BUYING A BOOK? • BUYING A COMPUTER? • BUYING A CAR? • COCA COLA’S BRAND ALONE IS VALUED AT $77.8 BILLION • WHAT DOES IT MEAN TO A MOVIE TO GET TOM CRUISE OR BRUCE WILLIS? • HOW MUCH WOULD IT PROFIT YOU TO BE TOP OF MIND AMONG YOUR PROSPECTS? • HOW DO YOU GET MAJOR MINDSHARE AND BECOME TOP OF MIND?
  11. 11. THE PERPETUAL PROMOTION MACHINE 1. REACH PEOPLE EVERYWHERE 2. APPEAR BIGGER AND MORE IMPORTANT 3. GET PEOPLE TO COME BACK TO YOUR WEBSITE OVER AND OVER AGAIN 4. REMAIN NUMBER ONE IN YOUR POTENTIAL CUSTOMERS’ MINDS 5. GET THE MOST SALES OUT OF EVERY ADVERTISING DOLLAR YOU SPEND Get a full ebook about this here  http://bit.ly/ppmcarter
  12. 12. POSITIONING IN YOUR BRANDING, YOUR… • CLIENTS • MEDIA MENTIONS • ACHIEVEMENTS • PARTNERS DO YOU LOOK LIKE… • COCA COLA? • TONY ROBBINS? • A FINE LOCAL RESTAURANT? • WAFFLE HOUSE? • SOMEONE’S NEPHEW?
  13. 13. POSITIONING YOU ARE ONLY AS STRONG AS YOUR… • MOST FAMOUS CLIENT • MOST PROMINENT MEDIA MENTION • BEST KNOWN PARTNER • MOST SUCCESSFUL PUBLICATION • BIGGEST ACHIEVEMENT ACHIEVE MORE AND MAKE IT MORE VISIBLE
  14. 14. 12 FACEBOOK AD APPROACHES Fan growth ads Event attendance growth ads Page post ads Friend of fan/attendee/interacter sponsored story ads Mobile only ads Newsfeed only ads Advertise to email list Advertise to email lookalikes Interest + Broad Category Broad Category + Partner Categories Interest + Partner Categories FBX Retargeting
  15. 15. ADVERTISE TO YOUR EMAIL LISTS • OPENSKY: 30% BETTER CONVERSION RATE • SOCIALCODE: 15% LOWER COST PER FAN; 87% MORE OF AD VIEWERS CLICKED LIKE THAN NORMAL FB ADS • NANIGANS: 5X THE ROI OF INTEREST TARGETING
  16. 16. LOOKALIKE AUDIENCES • FACEBOOK ANALYZES YOUR EMAIL LIST • ADVERTISE TO SIMILAR PEOPLE
  17. 17. YOU NEED MORE THAN ONE IDEA
  18. 18. TEST LOTS OF AD IDEAS
  19. 19. MULTIVARIATE CPL OPTIMIZATION
  20. 20. TOO MANY THINGS TO TEST? 1. TEST ALL YOUR TARGETING OPTIONS WITH ONE BORING AD THEN… 2. TEST YOUR BEST TARGETS WITH AWESOME ADS
  21. 21. 5 KEY FACEBOOK AD TIPS • CREATE 5 NEW ADS PER WEEK = IMPROVE PERFORMANCE • TEST HEADLINES, IMAGES, COPY, TARGETS = IMPROVE PERFORMANCE • BUILD FANS AND SEND TO SITE = INSURANCE, MULTICHANNEL VIEWS • USE FBX RETARGETING + G REMARKETING = REPEAT VISIBILITY STRATEGY • MORE CAMPAIGNS = MORE ADS GET TESTED
  22. 22. FACEBOOK POSTING TIPS • PHOTOS ARE USUALLY THE MOST VISIBLE • LINK POST VS. PHOTO POST WITH LINK • HAVE A GOAL BESIDES INTERACTION • INFINIGRAPH: OPTIMAL POSTING TIMES/DAYS, MOST INTERACTIVE CONTENT TYPE FOR EACH DAY – DIFFERENT FOR EVERY PAGE & AUDIENCE! • OPTIMIZE FOR SHARES: CONTAGIOUS CONTENT • AVOID PHOTO VIEWS – NPVI, CPNPVI • TEST MULTIPLE TARGETS PER POST
  23. 23. 7 STEPS TO FACEBOOKIZE ANY BRAND 1. What do you sell? 2. Who buys it? 3. What's unique about them? 4. What’s their lifestyle? 5. What else do these people like? 6. What dreams are you empowering? 7. Put all that into images and copy.
  24. 24. IDEAL CONTENT TYPE FOR EACH DAY IN EACH NICHE
  25. 25. CREATE POSTS THAT GO VIRALBASED ON A RESEARCH REVIEW OF 2,953 POSTS, A TOTAL OF 31,423 DATA POINTS DO: • GIVE • ADVISE • WARN • AMUSE • INSPIRE • AMAZE DON’T: • TALK ABOUT YOURSELF • BE EDGY OR OFFENSIVE • BE OBSCURE OR NICHE • ASK FOR LIKES Download this free ebook!
  26. 26. CONTAGIOUS CONTENT Give Offers Discounts & Deals Contests Advise Tips How to Obstacles Warn Dangers News Coming Soon Amuse Funny pictures and quotes Non- offensive General audience Inspire Inspirational quotes Motivate Coach Amaze Pictures Facts Stories
  27. 27. VIRAL BRAGGING WHEN YOU WIN, YOUR CUSTOMERS WIN. YOU BRAG SO THAT THEY CAN BRAG. WHEN YOUR CUSTOMERS BRAG, YOU WIN. (IN HIGHLY COMPETITIVE NICHES, BRAND LOYALTY IS THE SAME AS EGO AND VANITY)
  28. 28. ON A PAGE WITH LESS THAN 10,000 FANS, THIS POST REACHED 41,334 PEOPLE (WITHOUT ADVERTISING).
  29. 29. B2B MARKETING = BOREDOM ?
  30. 30. DON’T GET ATTACHED JUST TO SHARES & INTERACTION. WHICH POSTS ARE GETTING LEADS?
  31. 31. http://bit.ly/ContentROI
  32. 32. “Being alive is the best time I’ve ever had!” – Brian Carter
  33. 33. GROWING YOUR THOUGHT LEADERSHIP LESSONS FROM MY BUSINESS JOURNEY
  34. 34. GROWING YOUR THOUGHT LEADERSHIP LESSONS FROM MY BUSINESS JOURNEY
  35. 35. BENEFITS OF THOUGHT LEADERSHIP FOR CONSULTANTS & SPEAKERS • YOUR PICK OF CLIENTS • FAST GROWING BUSINESS • GET PAID TO SPEAK WITH KEYNOTES & WEBINARS • REVENUE TO FUEL OTHER PROJECTS OR NEXT EVOLUTION • INTERNATIONAL TRAVEL • BOOK WRITING OPPORTUNITIES • STATUS AND RECOGNITION • CAREER MOMENTUM THAT PUSHES YOU FORWARD • COMPETITIVE DIFFERENTIATION THAT HELPS YOU GET CHOSEN OVER OTHERS
  36. 36. THOUGHT LEADERSHIP FOR INFOPRODUCT SALES • CREATE TRUST AND DEMONSTRATE EXPERTISE • WHAT’S THE BIGGEST FEAR OF PEOPLE BUYING INFOPRODUCTS? • CREDIBILITY THAT INCREASES CONVERSION RATES • WOULD YOU RATHER BE TONY ROBBINS OR MIKE KOENIGS? • WHICH ONE SEEMS LIKE MORE OF AN AUTHORITY? • HIGHER CREDIBILITY PARTNERS, NOT JUST IN THE DM WORLD • MUTUAL PROMOTION CIRCLES LOOK SUSPICIOUS
  37. 37. THOUGHT LEADERSHIP FOR SALESPEOPLE • TODAY’S SALESPEOPLE ARE TRUSTED EXPERTS • HELP CLIENTS CHOOSE THE BEST SOLUTION • REFER THEM AWAY IF YOUR SOLUTION ISN’T BEST • CONTENT MARKETING EDUCATES & PERSUADES • IF YOU CAN TEACH IT, YOU KNOW IT • WHEN PEOPLE FEAR & DOUBT THEY LOOK FOR CONFIDENT ANSWERS • PEOPLE CAN SMELL MASTERY OF A TOPIC AREA IN YOUR ADVICE • OBJECTIVITY- BE THE SPOCK OF SALES, NOT THE KIRK OF SALES • REASSURES PROSPECTS YOU AREN’T JUST A HUCKSTER WITH A SHPIEL
  38. 38. MY BUSINESS JOURNEY 1999 ACUPUNCTURIST + STARTED AT TOASTMASTERS 2004 PULSEMED.ORG + ADSENSE 2005 ADWORDSMAN.COM: FREELANCE SEO/ADS 2006 ADVENTURE16.COM: ECOMMERCE MANAGER + STARTED LOCAL STAND UP COMEDY 2007 FUEL INTERATIVE: DIRECTOR OF DIGITAL MARKETING FREE CONFERENCE SPEAKER/PANELIST + FUNNY SPEAKER BLOGGER, GUEST BLOGGER ON SEARCH NEWS SITES/BLOGS 2010 FREELANCE CONSULTANT + STARTED IMPROV TRAINING + FANREACH 2011 PUBLISHED AUTHOR (2 FACEBOOK BOOKS), FIRST-TIME AS PAID SPEAKING GIG 2012 THIRD BOOK (LINKEDIN), INTERNATIONAL SPEAKING 2013 WORKING WITH NAME BRANDS, CITRIX, MICROSOFT, SALESFORCE 10-15 PAID SPEAKING GIGS PER YEAR
  39. 39. 5 ELEMENTS OF THOUGHT LEADERSHIP Persuasive Speaking Harnessed Gifts Focused Mastery Original Thoughts Effective Writing Love ProfitWin HEDGEHOG CONCEPT
  40. 40. STEPS TO CREDIBILITY HERE’S THE ORDER I’D DO IT IN: 1. YOUR IDEAS GET RESULTS 2. WHAT YOU SAY IS BACKED BY RESEARCH & DATA 3. YOU ARE ENDORSED BY CREDIBLE PEOPLE & MEDIA 4. YOU ARE ASSOCIATED WITH A REALLY BIG SUCCESS 5. YOU HAVE OR DEVELOP CHARISMA & INFLUENCE SKILLS 6. YOU WORK WITH BIG COMPANIES & FAMOUS PEOPLE
  41. 41. LIST OF CLIENTS & RESULTS WHEREVER POSSIBLE, QUANTIFY THE POSITIVE EFFECT YOU’VE HAD
  42. 42. STEPS TO PUBLICITY
  43. 43. STEPS TO PUBLICITY
  44. 44. SELF PUBLISHING EXAMPLE “SOCIAL STATE” COSTS • COST OF PRODUCTION: $150 + % THAT EACH OF THE DIGITAL BOOK STORES GET ON EACH SALE • PAID MEDIA (SOCIAL ADS): $150 • WRITING AND EDITING TIME: 4 MONTHS (THE BOOK HAS 60K WORDS; I HATE TO CALL IT AN "EBOOK" BECAUSE IT'S A REAL BOOK WITH A LOT OF STATS, CONTENT, STORIES, IMAGES, LINKS) • “ALL DIY WITH SOME HELP FROMFAMILY AND FRIENDS (LUCKILY I HAVE SOME VERY TALENTED FAMILY AND FRIENDS)” • BOOK TRAILER: HTTP://VIMEO.COM/57605113 RESULTS: • APPROX 20,000 VIEWS OF TWO PROMOTIONAL VIDEOS ON VIMEO AND YOUTUBE • THOUSANDS OF COPIES SOLD • REACHED #3 IN THE AMAZON KINDLE CHART • LED TO SPEAKING OPPORTUNITIES AND INTEREST FROM MULTIPLE PUBLISHERS • IMPROVED CONSULTING RELATIONSHIP WITH BIG BRANDS • BOOSTED WEBINAR ATTENDANCE • LEARN MORE WWW.SOCIALSTATEBOOK.COM ALSO AVAILABLE ON IBOOKS, VOOK AND NOOK / KOBO
  45. 45. DISPLAY YOUR CREDIBILITY MARKERS
  46. 46. STEPS TO CLIENTS
  47. 47. FAME BY ASSOCIATION
  48. 48. 27 TIPS FOR GROWING YOUR THOUGHT LEADERSHIP 1. DO MORE OF WHAT WORKS, LESS OF WHAT DOESN'T 2. FIGURE OUT A NEW SHORTCUT 3. LOOK FOR RESULTS, EXPECT RESULTS, DEMAND RESULTS 4. NEVER BE SATISFIED 5. ACHIEVE SOMETHING EVERYDAY 6. BRAG STRATEGICALLY 7. QUESTION WHAT EVERYONE ELSE IS SAYING 8. QUESTION WHAT YOU ARE SAYING 9. THINK DEEPER OR DIFFERENTLY 10. CREATE SOMETHING NEW 11. RAISE YOUR FEES 12. DO SOMETHING YOU'RE AFRAID OF 13. LEARN TO BE INFLUENTIAL 14. GET ONSTAGE MORE, DOING ANYTHING (EXCEPT STRIPPING) 15. BE EVERYWHERE 16. ADVERTISE LIKE A MOFO 17. RELAX EFFICIENTLY 18. IF YOU CAN'T SLEEP, WORK 19. WRITE EVERY DAY 20. READ EVERY DAY 21. FIGURE OUT BETTER WAYS TO EXPLAIN IT 22. GO WHERE PEOPLE ARE, ON AND OFFLINE 23. MEET MORE PEOPLE 24. HANG OUT WITH PEOPLE BETTER THAN YOU 25. COMPETE WITH SOMEONE GREAT 26. INTERVIEW PEOPLE WHO ARE GOOD AT WHAT YOU WANT TO DO 27. MODEL YOURSELF AFTER EXPERTS,GURUS AND VIRTUOSOS
  49. 49. BrianCarterYeah.com SocialMediaKeynoteSpeaker.com

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