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Social Media Mindset for Professionals
By Chrissanne Long
MSB Local and
Lakeland Business Leaders

Expand Your Online Reac...






Started Marketing System Blueprints, LLC in 2009 with Partner Craig
Hosking
Rebranded in 2014 to MSB Local
Chris...
A FREE Facebook Group for Lakeland
Professionals, currently representing 1,500 REAL, People in
the Lakeland area!
We are a...


Do you “like” to feel marketed to?



Do you “like” commercials?



Do you “like” closing deals?



Do you “like” bu...
“The more it
changes, the more
it is the same thing.”
- Jean-Baptiste Alphonse Karr

Expand Your Online Reach

lkld.co/sta...
How much business gets
closed as a result of
relationships built
on the golf course?

How often do business owners, CEOs a...


Advantages of playing golf in business:
Find things in common
Learn what a prospect cares about
Break down barriers
Dis...
Nietsche died in 1900

Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com
http://lkld.co/hoosiers
Expand Your Online Reach
MSBLocal.com


Simon Sinek - Start With Why: How Great
Leaders Inspire Everyone to Take Action
◦ “We follow those who lead, not for th...


Your WHY is not the same as what you seek
as a result.
◦ You want to have 2,000 fans or followers
◦ You want to become ...


Why Cash Mobs in Lakeland?
◦ Raise awareness for local businesses in the community
◦ Generate a social media buzz for t...
Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com
Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com
John Howard – CEO Coach – TEC Savvy CEO

Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com









Have
Have
Have
Have
Have
Have
Have
Have

a Facebook account?
2 Facebook accounts?
a LinkedIn account?
a T...
Expand Your Online Reach
MSBLocal.com


Everyone says I should!!!
I need to keep up with my ______ friends
I like to play Farmville
It’s fun to see what everyo...
Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com
•
•
•
•
•
•
•
•
•

•

To help others solve problems
To identify common interests
To collaborate and partner with others an...






Both parties are committed to the
relationship and there is mutual benefit.
Both parties authentically care about...






You know that moment in a conversation
when you or the other person discovers
something you have in common
Your e...
Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com
Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com
Put on the hats of
the people you
want to attract
(This isn’t about YOU! It’s about them!)
Expand Your Online Reach

lkld....
Everyone is not
your Social Media
Audience!
You need to know
who your
customers
are, and their
virtual hangouts!
Expand Yo...
Everett Rogers – Professor of Rural Sociology - 1962

Expand Your Online Reach
MSBLocal.com






Every industry, niche or topic has a TREND.
Within some trends some people are the
Innovators, and some are the L...






Social Media requires that you pay attention to your
audience!
The laggards are not your audience! (and you
proba...




You will be able to Identify YOUR. ONE. THING
It will propel you forward – consistently.
Because you are passionate ...
“Very few people or companies can clearly
articulate WHY they do WHAT they do. When I
say WHY, I don’t mean to make money ...
To find your one thing, you must answer
◦ Why do you exist? Why does your company exist?
◦ What is your passion?
◦ What do...
An Innovator – interested in
man-powered flight
He had sufficient funding, the
best minds and favorable
market conditions
...
Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com


They were innovators too



They had no notoriety and no funding



Their WHY: Belief in the Promise of Flight



Cr...






Identify your WHY for Social Media (or
business in general)
Develop a strong understanding of your ideal
customer...


When you’re playing golf with a
prospect, you’re not always sure if/when they
are growing closer to making the purchase...
 Adapted from Jeff Olson – The
Slight Edge
 Playful frogs jump in a pail of
cream – This is FUN!
 They grow tired, but ...






Be committed to the process
When you’re authentic and committed to your
WHY, people will recognize that and build...
Interest

Engagement

Action

Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com
Focus on being interesting, and you
will naturally gain the engagement
that is necessary in successful
Social Media Market...






Isn’t the goal to get people to take action?
YES! However, this is part of the HOW in your
strategy.

Because you...
People will see through you, if
you are driven by anything
other than your WHY.

Expand Your Online Reach

lkld.co/startwi...


When you have identified your
WHY, everything about you/your company
becomes aligned.
◦
◦
◦
◦
◦

Apple
Zappos
Volvo
Mic...
“How do you go into someone’s office and say, “From
now on, please, a little more authenticity.” “That
marketing piece you...
“People don’t
buy what you
do, they buy
why you do it.”

Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com










Watch the “Start with Why” TED Talk on
YouTube
Buy the book (or the audio narrated by Simon
Sinek)
Complet...
Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com








Pinterest Marketing Made Easy
Facebook Marketing Made Easy
LinkedIn Marketing Made Easy
Twitter Marketing Ma...
Facebook (Timeline):
http://fb.com/chrissannelong
Facebook (Page):
http://fb.com/MSBLocal
Twitter:
@chrissannelong
@lkldbi...
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Start with Why: Social Media Mindset for Professionals

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Inspired by Simon Sinek's TEDX talk and subsequent book: "Start with Why: How Great Leaders Inspire Everyone to Take Action, this presentation serves to help businesses to establish a WHY before they engage in Social Media marketing efforts, before they focus on the HOW or the WHAT. Chrissanne Long believes everything starts with WHY, even Social Media. If businesses are struggling with Social Media, maybe it's because their WHY isn't strong enough!

Published in: Business, Technology
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  • Thank you, Chrissanne! What a great presentation! I can't wait to read the book and join your discussion on Facebook.
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  • @samuelhoughton1 Absolutely, Sam. When we fully understand our WHY, we don't have to think too much. It's innate. Making certain that we fully understand a situation before we respond (if we are not certain of our why) might require that we take too long... or the customer/client has moved on to something else. We must be present and confident about our presence if we are truly going to make a difference.
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  • This is great Chrissanne. It helped me to understand the why of my law practice. I practice to understand complicated processes, ideas, laws, or situations so completely that my clients can benefit from that complexity. Navigating through negotiations, contracts, business plans, and regulatory schemes is truly all the same - it is about being so certain of the situation that you are able to act quickly and decisively on that certainty.
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  • @singerpaul Thank you Paul!!! I feel like I discovered gold when I found Simon Sinek and his TED talk 'Start with Why' I appreciate your feedback! Hope you'll have the opportunity to participate in a live discussion on the topic!
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  • This is excellent - Love the Book - great presentation of the core concepts and great adaptation and expansion into the social media topic.
    Well Done!!!!!
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  • Not enough people understand their WHY for Social Media…. Without this, . Tools, strategies and marketing plans won’t work unless we know why they exist … FOR US.
  • Transcript of "Start with Why: Social Media Mindset for Professionals"

    1. 1. Social Media Mindset for Professionals By Chrissanne Long MSB Local and Lakeland Business Leaders Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    2. 2.     Started Marketing System Blueprints, LLC in 2009 with Partner Craig Hosking Rebranded in 2014 to MSB Local Chrissanne has a Masters Degree in Internet Marketing and Craig has experience in online marketing for investment Real Estate Initial business model was servicing non-local businesses with Search Engine Optimization (SEO) and Social Media Marketing, but when we discovered our own WHY, we shifted our focus to meet the needs of our community. Our WHY: To help our community grow  Small businesses are the backbone of our community. We saw the opportunity to make a difference and transitioned our focus to local, small business who were struggling in the down economy and in need of new marketing strategies. Our passion to help small business also led us to create... Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    3. 3. A FREE Facebook Group for Lakeland Professionals, currently representing 1,500 REAL, People in the Lakeland area! We are about connections: Real, authentic relationships. We are about answers: Local solutions to meet local demand. We are about community: Supporting the people of Lakeland. Join @ https://fb.com/groups/GoLBL/ Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    4. 4.  Do you “like” to feel marketed to?  Do you “like” commercials?  Do you “like” closing deals?  Do you “like” building relationships? Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    5. 5. “The more it changes, the more it is the same thing.” - Jean-Baptiste Alphonse Karr Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    6. 6. How much business gets closed as a result of relationships built on the golf course? How often do business owners, CEOs and bank presidents consider the ROI of the golf course and this traditional networking practice of relationship building? Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    7. 7.  Advantages of playing golf in business: Find things in common Learn what a prospect cares about Break down barriers Discover character traits of the person (to decide if you want to do business with them) ◦ Get to know people on a personal level ◦ ◦ ◦ ◦ Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    8. 8. Nietsche died in 1900 Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    9. 9. http://lkld.co/hoosiers Expand Your Online Reach MSBLocal.com
    10. 10.  Simon Sinek - Start With Why: How Great Leaders Inspire Everyone to Take Action ◦ “We follow those who lead, not for them, but for ourselves. And it's those who start with "why" that have the ability to inspire those around them or find others who inspire them. --Simon Sinek  Ask yourself: Why am I in business? Why does my business exist? Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    11. 11.  Your WHY is not the same as what you seek as a result. ◦ You want to have 2,000 fans or followers ◦ You want to become famous or rich ◦ You want to grow your business  Your WHY is what drives you and propels you and makes you discover HOW to do WHAT you do. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    12. 12.  Why Cash Mobs in Lakeland? ◦ Raise awareness for local businesses in the community ◦ Generate a social media buzz for the Lakeland small business owners/community  Why Lakeland Business Leaders? ◦ Facilitate and illustrate for small businesses the power of social media ◦ Create a platform to give local businesses a way to connect  Other Examples? Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    13. 13. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    14. 14. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    15. 15. John Howard – CEO Coach – TEC Savvy CEO Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    16. 16.         Have Have Have Have Have Have Have Have a Facebook account? 2 Facebook accounts? a LinkedIn account? a Twitter account? a Google+ account? a Pinterest account? an Instagram account? other Social accounts? Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    17. 17. Expand Your Online Reach MSBLocal.com
    18. 18.  Everyone says I should!!! I need to keep up with my ______ friends I like to play Farmville It’s fun to see what everyone else is doing My grandkids I don’t know!?!  It’s part of my marketing plan      Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    19. 19. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    20. 20. • • • • • • • • • • To help others solve problems To identify common interests To collaborate and partner with others and build community. To LISTEN to what matters most to others To identify relevant content sources To get “the Scoop” To celebrate, extend concern or appreciation To learn from others To have fun! TO BUILD STRONGER RELATIONSHIPS Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    21. 21.    Both parties are committed to the relationship and there is mutual benefit. Both parties authentically care about each other. Both parties are willing to listen, share ideas and be committed to developing the relationship. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    22. 22.    You know that moment in a conversation when you or the other person discovers something you have in common Your eyes light up, posture and body language become more animated There’s a “me too” moment. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    23. 23. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    24. 24. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    25. 25. Put on the hats of the people you want to attract (This isn’t about YOU! It’s about them!) Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    26. 26. Everyone is not your Social Media Audience! You need to know who your customers are, and their virtual hangouts! Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    27. 27. Everett Rogers – Professor of Rural Sociology - 1962 Expand Your Online Reach MSBLocal.com
    28. 28.    Every industry, niche or topic has a TREND. Within some trends some people are the Innovators, and some are the Laggards – But neither are the “sweet spot”. Identifies like-minded individuals (aka Early Adopters, and Early Majority) – THEY ARE YOUR AUDIENCE! Expand Your Online Reach MSBLocal.com
    29. 29.    Social Media requires that you pay attention to your audience! The laggards are not your audience! (and you probably don’t want them to be!) So stop trying to force them into your funnel. Your goal must be to inspire people to take action. (How do you do that?) Expand Your Online Reach MSBLocal.com
    30. 30.   You will be able to Identify YOUR. ONE. THING It will propel you forward – consistently. Because you are passionate about YOUR. ONE. THING.    Keep you focused on what’s most important Increase your desire to master the way to get YOUR. ONE. THING out to more people!!! Inspire you to be remarkable at YOUR. ONE THING. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    31. 31. “Very few people or companies can clearly articulate WHY they do WHAT they do. When I say WHY, I don’t mean to make money – that’s a result. By WHY I mean what is your purpose, cause, or belief? WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?” -Simon Sinek Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    32. 32. To find your one thing, you must answer ◦ Why do you exist? Why does your company exist? ◦ What is your passion? ◦ What do you know that can make a difference in the lives of those who you will attract? ◦ What can you talk about every day – eat, sleep, breathe? ◦ What will cause you to rise up and argue or debate, maybe even lose your temper? ◦ What is your strongest conviction or belief? Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    33. 33. An Innovator – interested in man-powered flight He had sufficient funding, the best minds and favorable market conditions His WHY: Being the First to successfully fly a plane. This is actually a WHAT – he was focused on a result Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    34. 34. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    35. 35.  They were innovators too  They had no notoriety and no funding  Their WHY: Belief in the Promise of Flight  Credited with the First Man-Powered Flight December 17, 1903 Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    36. 36.    Identify your WHY for Social Media (or business in general) Develop a strong understanding of your ideal customer or prospect. Begin to learn HOW and commit to a Social Media Marketing Plan (Whatever it takes) Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    37. 37.  When you’re playing golf with a prospect, you’re not always sure if/when they are growing closer to making the purchase.  You’re there to build the relationship  Allow time for the process to work  Sometimes, you’re just churning butter! Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    38. 38.  Adapted from Jeff Olson – The Slight Edge  Playful frogs jump in a pail of cream – This is FUN!  They grow tired, but cannot get out of the pail.  One gives up and drowns  The other keeps believing he can find a way out.  He keeps churning his legs until he’s churned the cream into a solid mass of butter! Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    39. 39.    Be committed to the process When you’re authentic and committed to your WHY, people will recognize that and build the KLT Factor – Know, Like, Trust If it appears nothing is happening, and your committed to your WHY, be confident that you’re churning butter! Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    40. 40. Interest Engagement Action Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    41. 41. Focus on being interesting, and you will naturally gain the engagement that is necessary in successful Social Media Marketing. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    42. 42.    Isn’t the goal to get people to take action? YES! However, this is part of the HOW in your strategy. Because you won’t get the action, unless you have the interest and the engagement. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    43. 43. People will see through you, if you are driven by anything other than your WHY. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    44. 44.  When you have identified your WHY, everything about you/your company becomes aligned. ◦ ◦ ◦ ◦ ◦ Apple Zappos Volvo Michelin Chick-fil-A Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    45. 45. “How do you go into someone’s office and say, “From now on, please, a little more authenticity.” “That marketing piece you’re working on,” a CEO might instruct, “please make it a little more authentic.” What do companies do to make their marketing or their sales, or whatever they’re doing more authentic? The common solution is hilarious to me. They go out and do customer research, and they ask customers, what would we have to tell you for us to be (appear) authentic to you? This entirely misses the point. You can’t ask others what you have to do to be authentic. Being authentic means you already know. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    46. 46. “People don’t buy what you do, they buy why you do it.” Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    47. 47.       Watch the “Start with Why” TED Talk on YouTube Buy the book (or the audio narrated by Simon Sinek) Complete the “Start with Why” worksheet (http://lkld.co/WhyWS Identify your WHY. Select YOUR. ONE. THING Allow your WHY to propel you forward, to lead and inspire your followers. Expand Your Online Reach MSBLocal.com
    48. 48. Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    49. 49.       Pinterest Marketing Made Easy Facebook Marketing Made Easy LinkedIn Marketing Made Easy Twitter Marketing Made Easy SEO Marketing Made Easy 15 Marketing Strategies for Small Business Visit http://MSBLocal.com for more details! Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
    50. 50. Facebook (Timeline): http://fb.com/chrissannelong Facebook (Page): http://fb.com/MSBLocal Twitter: @chrissannelong @lkldbizleaders LinkedIn: http://linkedin.com/in/chrissannelong Google + http://plus.google.com/+ChrissanneLong Email: chrissanne@msblocal.com Expand Your Online Reach lkld.co/startwithwhy MSBLocal.com
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