All opinions expressed are my own
vs. those of my employer.
•
•
•
•
•

Key guiding principles
Key lessons learned
Most important tactics and strategies
At least “one way of getting f...
• Some general rambling (creating
context)
• Top “words of wisdom”, “must dos”
and “how tos”
• “Tools of the Trade”
• Putt...
Why Bother?
•
•
•
•
•
•

Reaches a lot of people
Affordable price point
Offers something of value to people
Is delivered to a targeted...
•
•
•
•
•
•
•
•
•
•
•
•

Get funding for your startup
Raise money for your charity
Increase inbound leads by 10%
Get a new...
• As a group
• As “individuals” via Personae
• Know your audience
• Find SuperHeros

• Find “Masters”
• Create your own Persona
that “speaks to” your target
audience
Example: Two Week Campaign:

• Desired behavior: Drive Traffic to a Webinar
Registration Page
• Purpose: create leads for ...
Impressions

Conversion Rates
• You want LOTS of impressions. It all starts
with impressions.

• You want highest possible conversion rates:
– From Time...
Impressions are primarily a
function of two things:
– How many followers you have
– “Message Amplification”
Also… things l...
Starts with knowing who your target audience is
It continues indefinitely
• You’ve defined your Audience
• You’ve internal...
•
•
•
•
•
•
•
•

Timely
“Why would
someone want to
Relevant
follow me??”
Interesting
Engaging & personal
Valuable / useful...
You need to reach far beyond your
existing base of followers:
• Attach your messages to popular
topics with well-researche...
(Unless you are famous already)

YOU NEED MORE
“Nudge, Flatter & Cajole” tactics not
only work, they are an absolute
neces...
Net New Followers =
# New Followers – # unfollowers

• Expect to lose followers
• Track/baseline it
• WHO you lose is more...
• “Broken Record”
– Know your audience
– Create compelling content
– Create enough compelling content
– Become a “real & l...
•
•
•
•
•

“Broken Record”
Good writing is important
Be interesting, catchy, have a hook
Easy to read / easy on the eyes
E...
I have just laid out a set of principles
and a course of action which
theoretically works.
Probably none of you could actu...
Three things needed to scale and
maintain your empire:
– Tools
– Automation
– People
•
•
•
•
•
•

Current Events/News
Content Discovery & Curation
Tweet Construction
Audience Engagement
Twitter Clients
Audie...
•
•
•
•

Google News
VentureBeat
Mashable
TechCrunch
TextMechanic.com

HashTagify.me
Commun.it

Klout
Chrome
Plug-in
• Twitter.com
• iPhone/Android
Bit.ly
Twitonomy
Dirty Secret of
Social Media

• Tweet Scheduling & Automation

• Following and “other custom”
Automation
• Propagation Aut...
TweetAdder
Python
Scripts
using
Twitter
Libraries
Zapier

IFTT
StrokesPlus
•
•
•
•
•

Other people in your company
Fiver
Freelancer.com
Empire Avenue
Craigslist
Two week campaign for Webinar Registrants
Two kinds of activities:
• The stuff you do all the time forever
• Things specif...
“Most Days”:
• Acquiring new followers
• Keeping existing followers “happy”
• Pruning following list
• Ongoing creation of...
• Determine goal: 500 prospects visit
webinar registration page
• Estimate number of Tweets required: 1525
• Create custom...
Zero to empire in 89 days - building a social media empire in 90 days or less
Zero to empire in 89 days - building a social media empire in 90 days or less
Zero to empire in 89 days - building a social media empire in 90 days or less
Zero to empire in 89 days - building a social media empire in 90 days or less
Zero to empire in 89 days - building a social media empire in 90 days or less
Zero to empire in 89 days - building a social media empire in 90 days or less
Zero to empire in 89 days - building a social media empire in 90 days or less
Zero to empire in 89 days - building a social media empire in 90 days or less
Zero to empire in 89 days - building a social media empire in 90 days or less
Zero to empire in 89 days - building a social media empire in 90 days or less
Zero to empire in 89 days - building a social media empire in 90 days or less
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Zero to empire in 89 days - building a social media empire in 90 days or less

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As presented at CloudExpo 2013 in Santa Clara. It represents my opinions alone - not those of my employer.

This presentation is given by someone who went from being a social media zero to creating a strong value-creating presence - and learned a lot of lessons along the way.

There are lots of ways to create a social media "empire" - this presentation describes one of them. It's based on my own personal journey.

Through research, trial and error, I’ve built my own little Social Media Empire.
• I’ve got around 32000 followers on Twitter.
• About 30,000 people read my articles and blog posts every month.
• Out of 500+ million worldwide Twitter users, I’m ranked in the top 30,000.
• My last 50 tweets reached well over a half million people.
• On a monthly basis, I reach some 30 million eyeballs just on twitter alone.

This Social Media following is a valuable asset.

My goal for this presentation is to help you build your version of this asset.





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Zero to empire in 89 days - building a social media empire in 90 days or less

  1. 1. All opinions expressed are my own vs. those of my employer.
  2. 2. • • • • • Key guiding principles Key lessons learned Most important tactics and strategies At least “one way of getting from here to there” Enough knowledge so that you can figure out the rest
  3. 3. • Some general rambling (creating context) • Top “words of wisdom”, “must dos” and “how tos” • “Tools of the Trade” • Putting it all together: real-life case study
  4. 4. Why Bother?
  5. 5. • • • • • • Reaches a lot of people Affordable price point Offers something of value to people Is delivered to a targeted audience “Next Steps” are usually very apparent If at first you don’t succeed, hit them with more junk mail
  6. 6. • • • • • • • • • • • • Get funding for your startup Raise money for your charity Increase inbound leads by 10% Get a new/better job Get consulting gigs Convert people to your religion Become semi-famous in some niche area Meet interesting people Sell a lot of Girl Scout cookies Feed your ego World domination Build a following
  7. 7. • As a group • As “individuals” via Personae
  8. 8. • Know your audience • Find SuperHeros • Find “Masters” • Create your own Persona that “speaks to” your target audience
  9. 9. Example: Two Week Campaign: • Desired behavior: Drive Traffic to a Webinar Registration Page • Purpose: create leads for Sales Reps
  10. 10. Impressions Conversion Rates
  11. 11. • You want LOTS of impressions. It all starts with impressions. • You want highest possible conversion rates: – From Timeline to “read” – From “read “ to “actioned” • And “Plan B” isn’t a bad idea. “In the absence of Quality, try substituting Quantity” – Do plenty of tweets – Have lots of opportunities for conversions.
  12. 12. Impressions are primarily a function of two things: – How many followers you have – “Message Amplification” Also… things like “timing” have an impact. • If you have deep pockets, you can “buy” impressions.
  13. 13. Starts with knowing who your target audience is It continues indefinitely • You’ve defined your Audience • You’ve internalized the “Target Persona” • You’ve created your “Social Media Persona” • Now: Start expressing yourself (i.e. time to start tweeting)
  14. 14. • • • • • • • • Timely “Why would someone want to Relevant follow me??” Interesting Engaging & personal Valuable / useful Entertaining Original And….one more thing
  15. 15. You need to reach far beyond your existing base of followers: • Attach your messages to popular topics with well-researched #Hashtags “flea on the dog” approach • Get other people to spread the word for you - Re-tweets P.S. Tweets should never be 140 characters
  16. 16. (Unless you are famous already) YOU NEED MORE “Nudge, Flatter & Cajole” tactics not only work, they are an absolute necessity
  17. 17. Net New Followers = # New Followers – # unfollowers • Expect to lose followers • Track/baseline it • WHO you lose is more important than how many you lose
  18. 18. • “Broken Record” – Know your audience – Create compelling content – Create enough compelling content – Become a “real & likeable person” to them • Engage • Reach out • Stay “fresh”
  19. 19. • • • • • “Broken Record” Good writing is important Be interesting, catchy, have a hook Easy to read / easy on the eyes Every “actionable” tweet: WIIFT? Clearly expressed value/benefit • Clearly described “next step” action • Don’t confuse your audience. Simplicity. • If there is no conversion option, your “conversion rate” is zero. Most tweets should have a conversion event.
  20. 20. I have just laid out a set of principles and a course of action which theoretically works. Probably none of you could actually make it work. You need an “unfair advantage” Most people are transcribing books by hand, you need a printing press.
  21. 21. Three things needed to scale and maintain your empire: – Tools – Automation – People
  22. 22. • • • • • • Current Events/News Content Discovery & Curation Tweet Construction Audience Engagement Twitter Clients Audience and Influence Measurement • Account Dashboard • Deadwood Pruning • URL & Effectiveness Tracking
  23. 23. • • • • Google News VentureBeat Mashable TechCrunch
  24. 24. TextMechanic.com HashTagify.me
  25. 25. Commun.it Klout Chrome Plug-in
  26. 26. • Twitter.com • iPhone/Android
  27. 27. Bit.ly
  28. 28. Twitonomy
  29. 29. Dirty Secret of Social Media • Tweet Scheduling & Automation • Following and “other custom” Automation • Propagation Automation • Keyboard Automation
  30. 30. TweetAdder
  31. 31. Python Scripts using Twitter Libraries
  32. 32. Zapier IFTT
  33. 33. StrokesPlus
  34. 34. • • • • • Other people in your company Fiver Freelancer.com Empire Avenue Craigslist
  35. 35. Two week campaign for Webinar Registrants Two kinds of activities: • The stuff you do all the time forever • Things specific to the campaign
  36. 36. “Most Days”: • Acquiring new followers • Keeping existing followers “happy” • Pruning following list • Ongoing creation of interesting tweets • Ongoing engagement with influential followers/friends
  37. 37. • Determine goal: 500 prospects visit webinar registration page • Estimate number of Tweets required: 1525 • Create custom bit.ly URL for tracking • Create 4 template tweets with 5 variations on each = 20 tweets • Load into TweetAdder, run 2 a day for 10 business days • Monitor/measure the results, tweak as necessary
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