A Social Media Manager’s ManifestoFor Tapping Into   e World Of In uenceWritten by Chase Sherman
In This Book, YouWill Learn...•	   My	story	and	how	I	got	to	where	I	am	today•	   How	to	embody	the	‘all-holy’	mindset of	...
This	eBook	is	free	and	does	not	contain	affiliate	links.		Share	it	with	the	 world	under	the	terms	of	Creative	Commons	Att...
Thank You’sTo my business partner,                 To my Dad. 	Thank	you	for	                 To my Brother. 	Thank	you	Ja...
Table of ContentsMy	Story....................................................................................................
Chapter 4: Magic Potions? Why Yes, I’d Love SomeThe	Keys	To	Crafting	A	Successful	Social	Media	Marketing	Campaign............
My	Story                                                             what	I	know	          ing	my	first	website	at	19,	sel...
tempt	to	generate	an	income	off	          her,	let	alone	how	they	would	all	       ers called:how	to	grow	orchids,	how	to	...
What To Focus OnAs You Read...If you’re reading this book you likely already knowhow	to	do	the	things	most	older	generatio...
Terms...Before we get started, I wanted to make sure youhave these ideas imprinted on the screen of yourmind ;-)•	 Leverag...
Chapter	1:Bold Claims    &Blasphemy
Why The Business WorldNeeds Intelligent Social Me-dia Managers More Than AnyOther Web-Based ProfessionalIn the early days ...
Paradigm Shift: Why Social                                                       (Continued	from	page	11)	Fum-            ...
•	 HR	-	With	social	media	we	can	                                                                                  solve	c...
Before We Approach   The First Real Chapter...                            ...Ive listed some questions you might          ...
Chapter	2:  Buckle Up, Bud.Time	To	Get	To	Work.
Pep Talk: Why You, The Social Media Manager, Need To StepUp Your Game And Bridge The Communication Gap Now!               ...
Consider Yourself Warned: The Rules Of Social MediaObviously, this chapter is               Facebook	pictures	in	the	wrong...
The Top 5 CharacteristicsOf A Successful Social Media ManagerNow	that	you’re	prepared	to	step	into	the	ring,	let’s	       ...
Chapter	3:     Slug. It. Out.(You’ll	Thank	Me	Later)
The Role Research Plays In Social Media Marketing                                         THE RESEARCH PROCESS            ...
The Connection Between Research And Social CapitalCREATING SOCIAL CAPITAL                     this	equation:	if	you’re	eng...
The 4 Cants Of Building Up Your Social CapitalWith	social	media,	you	cannot	          media	planning	and	communica-       ...
10 Power Tips To Finding Your VoiceAs we consider the im-portance of social capital(and	how	to	create	it),	I	wanted	to	lis...
Chapter	4:   Magic Potions?Why	Yes,	I’d	Love	Some
The Keys To Crafting A SuccessfulSocial Media Marketing Campaign       Simple:                          Test:       People...
The Keys To Crafting A SuccessfulSocial Media Marketing CampaignTHE VALUE OF YOUR IDEA                                    ...
Chapter	5:The Golden DoorTo	All	Your	Riches(...Study	Closely)
The Primary Interest Of Anyone Operating Online:            Whats In It For Me!?You’ve heard it all before,	but	really	sto...
Chapter	6:  GameTimeMake	It	COUNT
The Role Energy Plays In Social Media Marketing                                         SOCIAL MEDIA MARKETING CONSIDERATI...
The Role Energy Plays In Social Media MarketingRESULTS-BASED VS. EFFORT-BASED THINKING                                    ...
Chapter	7:Bonus Me, Please(No	Pun	Intended)
Business Tooligans Biz Model                    Initiation Message To Prospective InfluencerIf	you	are	looking	to	leverage...
Business Tooligans Biz Model                     Followup Message To Prospective InfluencerIf	the	influencer	likes	your	co...
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence
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How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence

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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.

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How To Win-Win-Win: A Social Media Manager's Manifesto For Tapping Into The World Of Influence

  1. 1. A Social Media Manager’s ManifestoFor Tapping Into e World Of In uenceWritten by Chase Sherman
  2. 2. In This Book, YouWill Learn...• My story and how I got to where I am today• How to embody the ‘all-holy’ mindset of a successful Social Media Manager• Why now is the best time to call yourself a Social Media Manager• Social Media etiquette and the rules of engagement• An effective way to tell if your idea is valuable enough for the market• A step-by-step process for developing your own market research strategy• The power of a ‘Win-Win-Win Proposition’ and what it can do for your social media marketing campaign• How to launch a full-fledged social media marketing campaign and the tips and strategies that go into making them run smoothly and save you time• How to press the right ‘emotional buttons’ when talking to Leverage Points• The faults to avoid when building up your social capital• How to construct irresistible messages that make it hard for your recipient to withstand their curiosity• The secrets of pitching your business proposal to BIG INDUSTRY HITTERS -- and how to bring them on board with your venture• The play-by-play email correspondence that convinced the right people to join onto our company’s project• How to formulate a MASTERMIND Alliance and cultivate a strong group of ‘team players’• The ‘behind the scenes’ of what a real Mastermind Group document looks like -- STRAIGHT FROM OUR OWN PLAYBOOK!• Where to get the best FREE resource for all your Social Media Management needs! 1
  3. 3. This eBook is free and does not contain affiliate links. Share it with the world under the terms of Creative Commons Attribution 3.0 License. © 2011 Chase Sherman & Business Tooligans 2
  4. 4. Thank You’sTo my business partner, To my Dad. Thank you for To my Brother. Thank you Jay Rockman. Thank you for your relentless pressure on me to for the mental support. You’ve standing by me with this venture figure out my path. You are a big never given up on me and I con-even when we weren’t really sure part of why I’m able to take action tinue to see how lucky I am to have of ‘what to do next.’ Your trust in on what comes to my mind. I am a guy like you in my corner. I love me has given me conviction that so grateful for your raising me to you, dude.my ideas were worth pursuing. ‘do it myself.’ It’s something I truly Your honest attention is what made value. To my Grandparents. me believe we could successfully Thank you for your optimism and launch Business Tooligans from To my Stepmom. Thank you encouragement. I’ve gained much nothing. for the times you looked over my inspiration from your wisdom and written work back in high school I truly appreciate your listening to To my Mom. Thank you for and college. Without your guid- my ramblings.supporting me as I pursue my ance, my ideas would be inflated dreams. Your faith in me has truly and less compelling. You taught made my entrepreneurial idea me the importance of succinct and growing into an all consuming coherent communication.obsession. Without you, nothing would have ever made it past the idea in my head.
  5. 5. Table of ContentsMy Story............................................................................................................................................................................................6What To Focus On As You Read...................................................................................................................................................8Terms................................................................................................................................................................................................9Chapter 1: Bold Claims & BlasphemyWhy The Business World Needs Intelligent Social Media Managers More Than Any Other Web-Based Prof................11Paradigm Shift: Why Social Media Is Useful To Every Business Department.......................................................................12Before We Approach The First Real Chapter..............................................................................................................................14Chapter 2: Buckle Up, Bud. Time To Get To Work.Pep Talk: Why You, The Social Media Manager, Need To Step Up Your Game And Bridge The Comm. Gap Now!.....16Consider Yourself Warned: The Rules Of Social Media............................................................................................................17 The Window Principal.................................................................................................................................................17The Top 5 Characteristics Of A Successful Social Media Manager.........................................................................................18 1. Responsible...............................................................................................................................................................18 2. Persistent..................................................................................................................................................................18 3. Considerate..............................................................................................................................................................18 4. Capable.....................................................................................................................................................................18 5. Creative....................................................................................................................................................................18Key Principles To Consider When Managing Social Media....................................................................................................18Chapter 3: Slug. It. Out. (You’ll Thank Me Later)The Role Research Plays In Social Media Marketing................................................................................................................20 The Research Process....................................................................................................................................................20The Connection Between Research And Social Capital..........................................................................................................21 Creating Social Capital................................................................................................................................................21 Documenting The Landscape......................................................................................................................................21The 4 Can’ts Of Building Up Your Social Capital...................................................................................................................2210 Power Tips To Finding Your Voice.........................................................................................................................................23 4
  6. 6. Chapter 4: Magic Potions? Why Yes, I’d Love SomeThe Keys To Crafting A Successful Social Media Marketing Campaign................................................................................25 Simple (Test).................................................................................................................................................................25 Smart (Test)..................................................................................................................................................................25 Sticky (Test)..................................................................................................................................................................25 The Value Of Your Idea...............................................................................................................................................26 The Win-Win-Win Proposition....................................................................................................................................26Chapter 5: The Golden Door To All Your Riches (...Study Closely)The Primary Interest Of Anyone Operating Online: What’s In It For Me!?..........................................................................28 Core Reasons For Communication..............................................................................................................................28 Unifying The Push / Pull Opposites.............................................................................................................................28Chapter 6: GameTime Make It CountThe Role Energy Plays In Social Media Marketing...................................................................................................................30 Social Media Marketing Considerations.....................................................................................................................30 Facaebook Powertip.....................................................................................................................................................30 Results-Based vs. Efforts-Based Thinking...................................................................................................................31 Action Steps..................................................................................................................................................................31Chapter 7: Bonus Me, Please (No Pun Intended)BONUS #1 Business Tooligans Biz Model.............................................................................................................................33 Initiation Message To Prospective Influencer...............................................................................................................33 Power Tips....................................................................................................................................................................33 Followup Message To Prospective Influencer...............................................................................................................34BONUS #2 The Mastermind Blueprint.................................................................................................................................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 UpThe End.....................................................................................................................................................................................45How To Sign Up For The Only FREE Social Media Manager Magazine.............................................................................46 5
  7. 7. My Story what I know ing my first website at 19, selling into my com- my graphic design services at 20, pany. distributing my t-shirts in stores at 21, and helping my friend launch a Now before we cartoon at 22.Most would say I’m a 23 jump into the business, you should also know Clearly, 23’s my year ;-)year-old punk kid who’s I’m interested in creating a life got no business trying to that fulfills me. As a result, I’ve invested much of my time in search After graduating start his own business. from the University for gratifying work. I love learning from people who’ve seen a lot and of Miami, FL with a Especially when I’ve got no corpo- B.A. in Entrepreneurship, my busi-rate experience under my belt. I done a lot. ness partner and I got started on get it, most CEOs and managers our Internet company, 2TM Co.will look at me like I’m nuts. I’m a personal development fiend. I love listening to guys like And to top it, four months into Tony Robbins, Earl Nightengale, Napoleon Hill, Bob Proctor, Eck-‘real-life mode’ I sold my car hart Tolle, Wayne Dyer, Deepak and moved back to LA in Chopra, Tim Ferris, Jack Canfield, order to buy myself more and Brendon Burchard.time. Fortunately I could live at I eat this stuff for breakfast, lunch, my mom’s and work on my busi- and dinner. I try to train my mind I’d been studying Internet mar-ness at her office because she had to be prepared for opportuni- keting ever since my last year of an extra desk. ties. There’s something nice about college -- learning from big name always being ‘on.’ Thinking about gurus like Frank Kern, John Reese, But here’s the way I see it -- be- the next move. Strategizing. Jeff Walker, Mike Koenigs, John cause you’ve just now heard what Jonas, Amish Shah, Yaro Starak, the rest of the world thinks (and As a 23 year-old college graduate, I Andy Jenkins, Ryan Deiss, and how I set myself up for absolute think I’m in the best position to do more.commitment to my work). great work. But after putting in 12-hour days To start off you must know that for six months straight, our Inter-right when I graduated high school Growing up in an entre- net business marketing affiliate Facebook and other social media preneurial environment products flopped. We really tried platforms were just getting started. I was accustomed to the everything to make it work -- email And although I wasn’t leveraging marketing, article marketing, social them for business up until this last notion of taking risks. media, Facebook ads, SEO...year, I was using Facebook before It became a habitual way of op-many were even able to get on it. erating for me. Over the years I came to realize we wereI can remember every one of my I’ve taken a lot of them. I’ve gone missing a primary ingre-friends using their new college skydiving. I’ve studied abroad in dient to this entire busi- the middle east. I’ve visited third emails to claim their profile. From world countries... ness model -- PASSION.the perspective of a college student, I saw Facebook evolve into what it We didn’t have an interest in what is today. I’ve always been an entrepreneur -- washing cars at 16, starting a we were selling. We invested time streetwear clothing brand at 17, in the mechanics (which is what Consequently, I’m now translating I’m passionate about), but the at- launching a fundraiser at 18, build- 6
  8. 8. tempt to generate an income off her, let alone how they would all ers called:how to grow orchids, how to bet tie in together to create a cohesive on sports, and how to beat video strategy that could be rolled out games made it hard to sustain the with her employees. #SMMGR Magazine.enthusiasm. Naturally it sparked our interest Through our magazine we’ve In that time we launched fours sites to serve small businesses as social reached out to some of the top but couldn’t make a dime. media managers and consultants experts in the field (which is -- something I’m enthusiastically what this book will show youThree months after being back in passionate about. how to do effectively) to teach our LA, the partnership was losing readership in topics like storytell-steam and my friend’s other ven- Today BusinessTooligans.com ing, blogging, Facebook, Twitter, ture was picking up. He and I de- aims to educate the social me- LinkedIn, YouTube, social media cided to scrap the affiliate sites and dia management community in management and strategy, net-went back to the drawing boards. best practices across the fields of working, public relations, lead gen- Internet marketing, social media eration, location-based marketing, After speaking with small business management, and small business branding, email marketing, shop-owners, we noticed there was an development. ping cart systems, and more.interest in simple-to-use systems Utilizing social media for our affili- We also include free “sneak peak” for the latest online tools. My mom ate sites we learned how social me- interviews for readers to gain in-was the first one I studied closely... dia could be tied into an Internet sight into how these experts think marketing strategy to attract clients and act. We offer full length ver-I noticed she was really looking and build a business. sions for purchase on the back-end to reinvigorate her business – to along with transcription notes and create more momentum, gain new expert bonus bundles. So we built the site youleads, and ultimately forge new cli-ent relationships. But she wasn’t fa- see today and we’ve For more details you can check out:miliar with how things like a blog, launched the first FREEan email marketing campaign, or http://businesstooligans.com/ industry inbox magazine newslettersocial media services would actu-ally create new opportunities for for Social Media Manag-Neal Schaffer Pete Canalichio Michael Margolis Here’s what some of the exper ts had to say...Count me in. This sounds terrific. Im game! 7
  9. 9. What To Focus OnAs You Read...If you’re reading this book you likely already knowhow to do the things most older generations don’t (i.e. set up, operate, and connect through Facebook, Twitter, YouTube, LinkedIn, etc.). But just in case you don’t, know that this book will not outline any of those steps.Moreover, you should know that your proficiency in using these ma-jor networks will only enable you to reach a larger audience. It will not guarantee you the type of opportunity and recognition that comes from implementing an intelligent strategy that’s backed by hard work and diligent research. Denise WakemanAnd please understand, social media is a tool - not a strategy. Of course, I believe it’s important that you know how to use these tools but what I teach in this book is not about tactics or methodology.Now off the bat you may think much of what I describe in this book will explain how you leverage the networks of others to generate more traffic, leads, and sales. And don’t get me wrong, it will. Whether you’re a corpo- Youre the perfect caserate social media manager, Internet marketer, or entrepreneur, as a social study because you caughtmedia professional you will have to know how to tap into spheres of influ- my attention. I saw youence - be they individuals or communities. retweeting my stuff. I saw it I might notveHowever, I will not go into much depth discussing these topics. Plenty acknowledged it all theof other blogs like Problogger and Copyblogger have sufficiently outlined time but I saw it. I sawmuch of this information (We’ve also done so in a few of our blog posts). that you commented on things I posted on myBut more importantly with this book, I hope to communicate something Facebook page. I saweven more fundamental to you. And that is that by the end of this reading that you commented onyou gain an understanding of the all-holy my blog posts. So when you reached out to memindset of a successful Social Media Manager. I was like, yea I know who this guy is. I mean...In other words: why one can be effective in this job. I dont know you but I recognized your name.In my opinion, once you’ve reached a level of thinking that exhibits So it was like... ok, yea.creative problem solving and intelligent planning, much of the necessary What have you got here.‘how-to’ information you need will fall into place. I also believe that with Lets talk. So it totallythis type of mindset, you will have the power to leverage any new tool that works... you did a greatshows up in the future (you may just need to put time into learning how job. Youre a great roleto use it). model for your business.Righty-o, mates. Let’s move into the gooood stuffff :-) 8
  10. 10. Terms...Before we get started, I wanted to make sure youhave these ideas imprinted on the screen of yourmind ;-)• Leverage Points (“LPs”) - People of influence with large- Amy Porterfield scale reach who expose your idea to their audience. We stress that you reach out to leverage points who have expert influence, leadership positioning, and/or extensive experience in their field.• Win-Win-Win Proposition - The most effective way to leverage the networks of others by devising a plan that would serve Yes, I am very inter- you, the customer, and your Leverage Points. ested, so thank you for reaching out. You have some great people• Internet Opportunists - Professionals with highly special- on board! ized skill-sets and unique positions of power, which enable them to demand greater attention, respect, and money within the marketplace. At one time, webmasters claimed this coveted position. Today it is reserved for a new category of web professionals - Social Media Man- agers.• Society of Virtual Dignitaries (“SVD”) - This group is made up of Social Media Managers, Community Managers, and Social Change Agents who are interfacing their organizations with the public. Although they may not be aware, this group of representa- tives have the power to shift public opinion by shaping and facilitating public discussion. Some of its fellow members can be found repairing companies worldwide from unjust claims. Others have been respon- sible for large scale change in world affairs (see how members of this society changed the Philippines, Egypt and Iran). 9
  11. 11. Chapter 1:Bold Claims &Blasphemy
  12. 12. Why The Business WorldNeeds Intelligent Social Me-dia Managers More Than AnyOther Web-Based ProfessionalIn the early days of Inter- website of any large company without a link to their social media net business webmasters profiles. Why? Because consumer were king. They held the keys behavior is now being shaped So for you, the Socialto a new world of possibility. As through online communication. Media Manager, you’reInternet Opportunists, they could demand attention, respect, and The emergence of social media clearly in the right spot.high prices. Their skill-sets were platforms have literally changed highly specialized and so new that Companies that are new to this way the way customers buy products it made anyone seeking their help of marketing and communication and services.instantly trust their judgement and are seeking a lot of help. They’re spend the necessary money to get a trying to use irrelevant advertising Consumers don’t trust what a com-website up and running. This was in the wrong places which is mak- pany says about themselves any-a great time for webmasters. ing for bad strategy (and wasting more (as if they ever did...). But their time, money, and effort). instead they’re putting their faith However, times have changed and in public consensus and opinion. with the proliferation of Word- Now, when a company wants the Now they’re spending their time press, list management platforms, attention of its customers, the only surfing reviews and prompting and shopping cart systems com- way to get it is to speak to them their networks to help them answer panies now need not spend thou- where they’re already talking. This the question,sands (or tens of thousands) of territory is unfamiliar to the com-dollars on websites or third party pany in many different respects. webmasters. The skill-sets of these “Should I buy from this And what’s even better for you is business owners don’t fully under-service professionals are practically company?” stand how to join in on - and more Internet commodities (and much of them are free). importantly facilitate - conversa- This question, by the way, trans- tions around their brands. lates into 70-80% of the buying In fact, you could go to a site right decision. Consumers are more now called fiverr.com and find Their business model is fractured likely to buy something (or not someone who’s capable of setting at arguably the most vital intersec- buy something) based on their up your Wordpress site for $5.00 tion - where peers’ feedback. And where’s the easy. This was something we best place to find these answers? business meets buyercouldn’t do five years ago. Through social media networks.Obviously things are now differ- Armed with their research and ent and we’re seeing a new group their convictions, these customers of Internet professionals come into are now not only right but they can the ranks of top authority. also demand that these companies who serve them play ball in theirToday you won’t come across the courts. 11
  13. 13. Paradigm Shift: Why Social (Continued from page 11) Fum- bling onto the scene, these com- panies are certainly not capable Media Is Useful To Every of putting their best foot forward. Their old paradigms of marketing Business Department and advertising have become so outdated in such a short period of time that they’ve found themselves stuck and desperate. As the new wave of Internet Op- portunists, you must be prepared to inherit this world of change. Our access to anything and anyone fundamentally changes the game. As a Social Media Manager, you have a great responsibility to steer the uninitiated in the rightBefore social networks what it represents or are completely direction. You’re the captain of a baffled by the possibilities and large ship. Grab the helm and hold there was no way, fi- don’t know where to begin. tight!nancially speaking, toadequately learn about And as we’re seeing the business In times of profound change, the world transition into this new learners inherit the earth, while thea customer in order to paradigm, the older generations learned find themselves beautifullyserve him/her better. are still resistant and have yet to equipped to deal with a world that embrace it. no longer exists.Much of the testing took place in focus groups where people were In fact, you’ll know how deeply -Eric Hoffer, The Ordeal of Changepaid to give their feedback. It was ingrained a business owner’s belief a sterile environment and it practi- is around the topic of social media cally encouraged dishonesty from when they demand to see an ROI prospects and customers. (Return On Investment) - as if its HOWEVER, there’s application to sales and market- more to social media...Social media on the other hand, is ing were the only advantages to a enabling companies to gain more company. And the suggestion I’m about to insight than ever before - and at a make, if executed properly, has the fraction of the cost. Now it’s not to say the tech world power to open the business up to a isn’t and shouldn’t be working to- completely new world of possi-It’s also multiplying a company’s wards the ability to track the direct bilities. It’s a bold claim, I under-chances of reaching more buyers. effect of social media marketing. stand. But hear me out:Period. This is something we’ve They are. But you and I both know never before been able to construct that it serves more purposes. If a business will set out to ap-- not through websites, email, or proach the world of influential any other Internet-based market- Of course, if a company will al- leaders, experts, brand advocates, ing platform. locate money towards the man- early adopters, past and present agement of social media, they put customers, as well as prospects Which is part of the reason why it’s themselves in a better position to with the intention of building up so hard for business owners to un- create more sales opportunities social capital, they’ll soon find derstand - because they either fear because of the amount of users. social media management produc- 12
  14. 14. • HR - With social media we can solve customer support issues by facilitating real-time discus- sion through platforms like Facebook and Twitter. • PR, Sales, Marketing - With social media we can develop partners for cross-pro- motions, empower customers to share company news and of- fers, and increase relevance for Google to drive pre-qualified traffic to the company’s website. Obviously today things are differ- ent. These platforms are enabling us to perform tasks outside of the scope of old business paradigms. And for companies who have not caught onto this yet, they are the ones in need of Social Media Managers to help leverage these networks. And when the business owner demands to see the ROI of their investment, it’s the Social Media Manager’s job to help them un- derstand that they’re trying to translate old paradigms of do- ing business into highly evolved ing more value than just in terms and production depart- consumer environments where the of direct leads and sales. ments can also experi- investment in social media doesn’t ence extreme benefits... just serve sales and marketing And by doing this effectively, a objectives but it also serves R&D, company will have so much new and at a fraction of the PR, HR, and production objectives insight into their market that it seems almost laughable to turn cost! as well. down the hiring of a Social Media Let’s consider how it helps each of Then the Social Media Manager Manager. these departments better serve the needs to help them understand end consumer: that the sales-tracking technol-In fact, if it were up to me, social ogy hasn’t yet caught up with the media would be it’s own depart- • R&D, Production - With capabilities of these tools -- there’s ment within a business outside of social media we can survey much that needs to be “sorted out” marketing and sales. Why? loyal customers through direct in this area. relationship building. It also Because with its use, a helps us gain product develop-company’s R&D, PR, HR, ment insight. 13
  15. 15. Before We Approach The First Real Chapter... ...Ive 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.Q: Why do I need to grow a following?Building a following brings you great power. With social media, your relationship and reach determine your in-fluence. With a loyal fan base, you have the opportunity to generate honest feedback, survey your audience, and build strategic networks on a mass scale. With the viral nature of social media, your integrity, credibility, and value can quickly spread with followers.Q: Why should I care about experts, influencers, and networks?When it comes down to messages, anything you publish has the opportunity to fall into the hands of experts, influencers, and media giants - if delivered in the right light. Building relationships with these Leverage Points can bring you highly targeted traffic and help you build credibility with your existing and prospective audiences.Q: Where do I go to tap into these spheres of influence?Determine the keyword phrases of your general market/industry to search for Facebook pages, Twitter accounts, and LinkedIn profiles. Googling your market with ending words like “blogs,” “forums,” “communities,” etc. will also pull up these spheres of influence. A more comprehensive approach is included in this ebook.Q: How does social media tie into my sales and marketing strategy?Your market is thinking, speaking, and evolving everyday. As a Social Media Manager, it’s expected of you to invest a heavy dose of listening into your strategy. Followers expect you to be in-the-know about topics, trends, and news. By disseminating information and establishing credibility through the transference of knowledge you are priming your market to buy. Through the publication and delivery of useful content on multiple social networks your fans, followers, and connections have the opportunity to retrieve your content through their ac-counts. By establishing a consistent presence and procuring and collating valuable information for them, your market will click through to products and services you promote because of the credibility and trust you’ve built. 14
  16. 16. Chapter 2: Buckle Up, Bud.Time To Get To Work.
  17. 17. Pep Talk: Why You, The Social Media Manager, Need To StepUp Your Game And Bridge The Communication Gap Now! the curve is steep - especially when Sharing unique content over the you consider the need to dissemi- Internet can also help position a nate messages to create influence company as a thought leader in its and drive traffic. This requires a industry, giving it more influence new way of thinking altogether over a market and a more loyal - one that doesn’t present salesy fan base. Any skilled Social Media marketing or push style communi- Manager understands this. cation. But let’s face it, no one else is will- The shift we’re experiencing from ing to spend the time learning offline to online communication what you already know. You’re the is making it very difficult for only one holding the keys to this businesspeople to embrace. ‘vault’. And because the learningIf you weren’t already curve is so steep for many smallaware, you are in a high- You will continue to see many balk businesses,valued position. at the need for a social media pres- ence. Why? Because they don’t you have a unique posi-Although many within a company get it. They don’t understand thatwould consider you a sales and social media platforms can ignite a tion of power.marketing assistant, you know very powerful explosion of interest and desire in a brand. As a So- But let’s not get caught up though.better than to let them pigeonhole cial Media Manager your job is to Power in the hands of most areyour expertise. As a member of bridge the gap between these two dangerous - especially in the socialthe Society of Virtual Dignitaries, worlds of communication. media space. But when channeledthe adept Social Media Manager for good, you have the ability toknows they have the power to You know that the power of so- tap unrealized potential latent in aserve in more ways than pushing cial proof and the ability to share business - whether it be its net-messages out to herds of prospects what one finds around the Internet work, product mix, customer da-and customers. makes these social platforms ideal tabase, supplier network, strategic places to communicate company alliances, or friendly competitorsWhether you’re working for your- messages. And companies who - when coupled with social media,self or for a company, if you under- don’t understand this also don’t if used properly, can spawn a newstand ‘how all this stuff works’ you understand that maintaining pro- world of possibilities.have a lot to offer in any businessenvironment. CEOs and managers files on networks like Facebook, Twitter and YouTube allow differ- If you know how to collaborateare starving for your knowledge- ent types of users to engage with a with these parties through socialbase and experience. And it’s best brand. networks, you become more thanthat you understand and embrace just a sales and marketing as-this because when the time comes, With social media any company sistant. And by learning how toyou’ll be expected to ‘make the can disseminate news, obtain valu- properly allocate your time andcall’ and you’ll want to have that able market research, elicit insight- energy into the right channels, youconfidence when they’re looking to ful responses, generate qualified will begin to see huge returns inyou for answers. leads, and convert more prospects the way of fans, leads, and buyers.If a company wanted to learn stra- into buyers. Of course, this book intends totegic use of social media platforms walk you through that process... (But first...) 16
  18. 18. Consider Yourself Warned: The Rules Of Social MediaObviously, this chapter is Facebook pictures in the wrong You must understand that what places the next day. you say on a social media platform meant to serve as a "gut will never go away. Period.check." ...For many of us, operating on social media networks is not a I say "never" because the company Its a cautionary message that I conscious activity. whos platform you use likely has hope you take to heart before you a clause in their Terms and Condi-journey into the space of social Therefore, understand that every- tions or Privacy Policy that states media marketing. thing you think, type, and publish that whatever you do on their so- onto the Internet is fair game for cial network is not your property.With that, Ill start by saying: everyone in the world to see. In other words, what you say is out If youre operating on social media So - if youre not cut out to face of your control. Therefore, you doplatforms please understand, you criticism, strong opposition, or not get to determine who has ac-have no absolute privacy. negative people - reconsider your cess to this information. professional path.I say "absolute" because with many At any point in time the company, platforms you can regulate who This medium of doing business, the government, advertisers, or sees what you say, but if you put all creating relationships, and com- others may have access to your per-your faith in the technology youre municating your opinions is for sonal file. Just know that the free leaving out the most important the mature, honest, ethical, and use of these tools come with a very variable of the social media equa- sincere. All others are in risk of serious price. tion - people. damaging their reputations, hurt- ing their careers, and creating more If youre not ready to jump into Just as an example, if you manage problems for themselves. this river, dont feel bad, but dont to piss off the "right" person (be- do it either. Its not for the faint of cause they are in your network), Heres another point: heart.you may just see all your naughty THE WINDOW PRINCIPAL if it were a window. People can see come to check out your window, in, and you may see out. all they see are "kittens and roses" (which is another way of saying the The choice to step in front of this real, authentic you in the highest window is yours. But understand, light possible). that whatever you throw out of this window is accessible to anyone (at There are very few people who least until the Internet evolves into are comfortable conversing out something greater... and somehow through this window. all those untagged Facebook pic- tures get left behind in the transi- Then there are the masses, who tion). dont realize theyre talking through this window (and if they What I suggest is that you only knew, theyd probably never engage show up, ready to speak out in it for fear of what others might Now, if you are prepared to work in through this window when you think of them or the repercussions this field, then I suggest you begin truly have something worthwhile that may come from behaving looking at your computer screen as to say. That way, when others poorly). 17
  19. 19. The Top 5 CharacteristicsOf A Successful Social Media ManagerNow that you’re prepared to step into the ring, let’s and you’ve shared your opinion, you’ll immediately be kick it off with the 5 traits that will make you a suc- rewarded with a response. However, sometimes you cessful Social Media Manager. won’t see a spark of interest from the person you’re reaching out to until they’re sure you’re not just there 1 Responsible - When you’re willing to take responsibility for what you say, whether it for your own vanity. You’d be surprised at how many people will spam others’ blogs with their own URLs and neglect the importance of Clement Yeungbe positive or negative, your audience will appreciate it and like you more. This can actually benefit you when contributing to the conversation.you’ve admitted you’re wrong. Just understand that if you’re honestly representing yourself or your brand, the right people will see you for who you are - the rest 4 Capable - As you engage in conversation with influencers (i.e. don’t ‘absolutely’ matter (...they’re not paying the bills). Leverage Points) and others, you’ll begin to recognize their interest levels based on their tone, sentence structure, word- It sounds great 2 Persistent - Most strategic relationships made through social networks don’t manifest ing, grammar, etc. If you’re not prepared from the outset! (or don’t know what to say) to steer a conversation themselves immediately. If your goal is to galvanize a strong network of influencers and brand advocates, towards your personal interests, you won’t be able to you must be prepared to consistently reach out to keep the attention of your target LPs.these people. Whether it be on their Facebook, Twit-ter, YouTube, blog, or other platform - they must see you as a persistent and interested consumer of their content. 5 Creative - Oftentimes your plan will require “out-of-the-box” thinking. If you aren’t able to step outside the “corporate” way of handling the job, people will find you stiff and uninteresting. It’s 3 Considerate - Generally, when you’ve invested time in reading someone’s content good to have a unique mix of ideas that will pique the interest of your audience and target influencers.Key Principles To Consider When Managing Social Media1. Everyone is your friend - no one is a stranger.2. Be careful about what you say.3. People want you, not your facade or B.S. company messages (and if they have to be from your company, make sure they’re not B.S.).4. Your community expects you to be honest.5. If you come across information that would be useful to your fans, tell them about it. Again, be their friend.6. Make sure you’re perceived as a thoughtful contributor, otherwise you’ll lose credibility and/or trust.7. The information you share should generally move your audience closer towards their end goal. This can be done by creating your own content, sharing others content, or simply answering questions posed by your community.8. Connecting in social media is really just connecting in real life (IRL), but with hundreds, thousands, mil- lions, and even billions of other people present in the conversation.9. What you publish will always be available to someone, somewhere down the road. 18
  20. 20. Chapter 3: Slug. It. Out.(You’ll Thank Me Later)
  21. 21. The Role Research Plays In Social Media Marketing THE RESEARCH PROCESS Here are some steps to get you moving in the right direction: 1. Determine who the experts/influencers/leverage points are within your industry Search in Google “[keyword of industry] blogs” (finance, management, etc.) Look for the top 25 blogs in the industry (list the blog authors in a simple spreadsheet) I don’t like it anymore than you do. But the re- Pay attention to the “web” of experts who speak about the topic search clearly shows our and understand how they’re connected members want to engage Look for ecosystems built around each LP >>> what fan pages with us as the crew of a are they a part of? Who do they follow on Twitter? Who shows up Kingon battle cruiser. in the related videos of their YouTube content? 2. Set up a Gmail account (If you weren’t already using it for this doc)I really want to stress the 3. Establish listening postsvalue of researching and Set up a Google Reader to receive RSS from top LPs’ blogs (fileunderstanding the land- these blogs in appropriate categories)scape before you jump in “Like” all these experts/influencers’ pages from your company pageto engage. 4. Facebook: create spreadsheet with the following column labelsEngagement can seriously hurt you (or just waste a lot of your time) if Page nameyou don’t have a clear path towards Company namean objective. Category (social media, Internet marketing, blogging, etc.)Putting up-front time into re- Type (company, individual, partnership, etc.)searching the social media land-scape will give you confidence # of fanswhen you’re ready to execute your Admin contactplan. Admin detailsAs “un-sexy” as this sounds, your Wall post activity based on comments/likes (1-5 scale)up-front research will determine the magnitude of your success. Facebook URL Website URLTherefore, before ever moving into the next segment, please stop Alternate URLeverything and create an Excel or EmailGoogle doc spreadsheet so you are ready to throw these onto your list. Other details 20
  22. 22. The Connection Between Research And Social CapitalCREATING SOCIAL CAPITAL this equation: if you’re engaging any worthwhile social media user in stimulating, thought-provoking will resonate with you is because Your social capital is the conversation with other users with they can see you through your the intention of building strategic words; you’re communication is most valuable asset you relationships, leveraging networks, transparent; there’s no B.S.can create for your brand and creating new value, your out--- and the sole power of social me- put will reflect that just as readily. And if you operate with the intent dia lies in the people... it isn’t about of building social capital, you must the tools, tech, or widgets. The key is in determining understand that there’s no way of faking it. Thus, the only logical So if you’re spending time com- which of these you think conclusion we can make is that...municating with dead-beats, about (and changingpessimists, or losers - you’re tone, your perspective if neces- ...this asset can not beperception, and output will reflect it. sary). ‘bought’ in any form -- it must be cultivated!However, consider the flip-side of Just know that the primary reason DOCUMENTING THE LANDSCAPE • What is their field of expertise? • What do they talk about? • Who is their audience? • What other experts endorse them? • Who are the "big name" affiliates to their products? • How many comments are they getting on every blog post? • How active are their Facebook, Twitter, YouTube, LinkedIn, etc.? • What other blogs do they read? • Who are their role models? • What events, seminars, conferences do they attend? • What is their contact information? (website, email address, phone number, LinkedIn profile, Twitter profile, YouTube channel, etc.)Building your social You want to know very particular It’s important that you understand capital requires that you details about each of your Leverage their social web so you can “lock- Points. And you want to make sure into” their world and show them show your face in the all of these details are included in a that you’re a sincere follower of right places. new tab on your Research Spread- their work. sheet. The experts/influencers/leverage NOTE: You won’t get far in your points you look to formulate strate- ...As you study this list, efforts if you’re employing a “shot-gic relationships with are not only gun” approach. Social capital is writing for their own websites, but you’ll start to see angles built on sincerity, interest, and are also engaging on others pro- of approach for when you communication. If you’re firing off files, channels, and blogs. Thus it’s present them with your (i.e. “spamming”) messages, you’ll important that you document the waste a lot of time and energy.landscape. idea. 21
  23. 23. The 4 Cants Of Building Up Your Social CapitalWith social media, you cannot media planning and communica- you’re offer is worth their time.control how others read into your tion, you are likely to fail at build-words, gestures, or writings. What ing up legitimate social capital. • You can’t spam your audience you say, how you say it, and when Thus, it’s important to consider the with sales messages - For every you say it are all being scrutinized things you can’t do as much as you two sales messages, you should and critiqued now and in the fu- consider the things you must do. be sending off eight pieces of ture. Therefore, make sure youre content that move your ideal putting your best foot forward ev- • You can’t fake it - Your entire customer closer towards his/ery time you step up to the podium plan must rest on the assump- her end goals.to speak. tion that you are who you say you are and intend to do what In the case of bullet ‘one’ listed, just You are only as good as your last you say you’ll do. as we’ve recently seen, a politician message. was found to be lying about his • You can’t go in without a plan Twitter activities - he couldn’t run That means if you’ve broadcasted a - If your partners (Leverage from it.message, shared a piece of content, Points) agree to your proposal, responded to a question, tweeted you must be prepared to follow Neither can you.out your thoughts, given your through with the execution and opinion, etc. you should always make sure they’re “in the loop” Obviously some of these things keep in mind why your talking and on what’s next for them to do. can hit you pretty hard, others can who you’re talking to. Don’t leave anyone hanging. slowly crumble your credibility over time (without you even know-The same goes for your social • You can’t waste any parties’ ing it). But know that every time capital... time - Anything you propose to you engage in any of these faulty your customers and/or partners activities, your capital depreciates If you have a poor concept of social should clearly indicate why in value. 22
  24. 24. 10 Power Tips To Finding Your VoiceAs we consider the im-portance of social capital(and how to create it), I wanted to list some tips for you to keep in mind as you engage in conversa-tions. 1. Be honest. Your reputation is so fragile. A single lie could severe the trust you have with your com- munity forever.2. Be thoughtful. Think through your responses to comments, feed- back, and questions raised and directed towards you. Today’s Internet communication channels enable us to respond immediately to any inquiry. However, we should not rush to respond with a message that is not ready for the public eye.3. Be strategic. Think about how many different groups of people actually listen to what you have to say and consider their positions when you chose to publish information.4. Be aware. Don’t be so naive as to think others (competitors, friends, relatives, customers, prospects, etc.) are not listening closely to what you are saying.5. Be conscious. Oftentimes we come across tragic stories of Facebookers getting fired from their jobs be- cause they were caught acting inappropriately. Today more than EVER, we must be conscious of EVERY- THING we are doing and saying.6. Be sincere. Your voice is important. The real person you are should always show through in what you say. This also goes for what you write, record, or otherwise create.7. Be clear. Your words must be placed together intelligently so that your audience can understand you. If you shoot a video and you’re fumbling over your words, keep shooting it until you get it right. Once it’s up there, you don’t have a chance to ‘erase’ what people saw.8. Be concise. Keep your sentences tight. Keep your content as brief as it needs to be for your audience to un- derstand it. The average attention span of an Internet user is shrinking more and more. You don’t want them to miss out on the good stuff because you’ve bored them in the beginning.9. Be humble. You don’t want to come across a video of you bragging about your success 10, 20, or even 30 years down the line (and maybe even have your kids see how much of a d-bag you were).10. Be cool. You gain a lot more praise from sharing your ‘positive’ comments than negative ones. There’s no need for you to make public things that you can express offline. Plus, everyone else will know that you couldn’t keep your cool, which ultimately makes you look bad (whether or not they understood the situa- tion). 23
  25. 25. Chapter 4: Magic Potions?Why Yes, I’d Love Some
  26. 26. The Keys To Crafting A SuccessfulSocial Media Marketing Campaign Simple: Test: People don’t want to think A great test is to try and explain your idea to someone too hard when you’ve pre- who has no relation to your market/industry. If they sented them with an idea. think it’s a good idea, generally it means you’ve found If you can’t communicate something that people can understand and appreciate. the value of it in one to two sentences, it’s not simple enough yet. Keep refining it until you’ve reached that level of simplicity. Re- member, this idea should present value to yourself, your Leverage Points and your core customer. Smart: Test: Think about how your idea Approach someone who’s been bashing you and your can present an intelligent efforts. Ask them what they think about your concept. way for all parties to gain If they like it, this probably means they’re willing to value from its execution. If admit you have a good idea. one party doesn’t resonate with your concept, go back to the drawing boards to determine what’s working and what’s not. Ultimately, you want to make sure it’s “wow”-ing your audience. Sticky: Test: Would your core customer Survey your market and see which of their needs are share this with their fellow not being met. Make sure you probe with a lot of colleagues, friends, neigh- questions that touch on features and benefits of your bors or relatives? You want own idea. This will help you refine, tweak, or rethink to make sure that there’s your approach. a real need for your idea. Otherwise, you won’t gain enough traction with the people who use or interact with it. In order for your idea to build momentum, attract new audiences, and bring you more traffic, you have to have something your market really wants. 25
  27. 27. The Keys To Crafting A SuccessfulSocial Media Marketing CampaignTHE VALUE OF YOUR IDEA THE WIN-WIN-WIN PROPOSITIONBefore ever implementing anything I talk about in this In order to drive home the point of providing value, eBook, please understand that the value of its use all Ive listed three MUSTS you’ll want to consider.rests on your idea. If the idea is faulty, unethical, false, or otherwise deemed to be invaluable to the parties These three MUSTS can also be looked at as ayoure looking to influence, you need to rethink your Win-Win-Win Proposition.idea so that it conveys the 3 core characteristics listed on the last page. Thus, you’re idea...MUST SERVE (1) YOU (2) CUSTOMER (3) INFLUENCER PROPOSITIONIf you, your community, AND your in how compelling your idea is. Once you have the idea, you’re very LPs don’t gain from the execu- You will get very little leverage if much ready to take the right action tion of your idea, then you must you are not serving all three parties (in the right order).take a step back and consider how listed above. you can fulfill all these MUSTS in Please also note, I encourage you order to move forward. And keep in mind I only to read through this entire book at least once before you consider You will not make real progress in tell you this to save you going back to rethink your idea. the area of social media market- time, not to slow you This book gives you a lot of things ing unless you have clearly deter- down in your implemen- to think about when you’re retool-mined what each party will gain. ing for greater impact (and more The leverage you maintain all lies tation. success). 26
  28. 28. Chapter 5:The Golden DoorTo All Your Riches(...Study Closely)
  29. 29. The Primary Interest Of Anyone Operating Online: Whats In It For Me!?You’ve heard it all before, but really stop and ...As a social media professional you must be prepared think about it...When you’re talking to another person, to show them (at some point in the relationship build-they’re always thinking to themselves: What are their ing process) why they should listen. And if you can motives? Why did they decide to reach out to me? shape your marketing strategy around this question, What do they want from me? you’ll have no problem getting the results you’re after. CORE REASONS FOR COMMUNICATION There are a few reasons you might be speaking to an LP: ONE TWO THREE FOUR FIVE They have They have They have They have They have REACH INFLUENCE PRODUCTS CONNECTIONS PERSPECTIVE(i.e. a lot of people (i.e. a strong (i.e. an excellent (i.e. someone you’d (i.e. a shared inter- in their network network - other product / service like them to refer est with your own - fans, followers, professionals who you want to sell you to) business, life, and/ subscribers) are connected to as a JV partner or or personal phi- them) affiliate) losophy)These 5 reasons can be tied to very powerful emotional interests that you must be conscious of before you reach out to these Leverage Points: FAME POWER MONEY RELATIONSHIP UNDERSTANDINGAs you engage in conversation, make sure youre considering both parties’ emotional interests - your’s and their’s. The relationship should always be pulling and pushing in both directions at the same time. UNIFYING THE PUSH / PULL OPPOSITESPUSH - steer conversation towards how they benefit. PULL - steer conversation towards how you benefit.If you want more If you want more If you want more If you want more If you want to fame for your own power, think money, think relationships, strengthen the business, think about who they about what you think about who relationship based about how you dont already know can do to help you can intro- on understanding, can appeal to their that you might be them promote duce them to that consider how you own emotions and able to introduce their product so they dont already can add to their create a win-win them to. This is that you sell more know. Save them lives with thought-relationship that effective if this and help them time by referring ful comments and benefits you and person is in a profit - making the contact so they ideas and expose helps them fur- related market and you both money. can reach out to them to your own ther expand their has influence. The shared inter- the person and perspective.reach. est is in promoting build the connec- valuable products. tion. 28
  30. 30. Chapter 6: GameTimeMake It COUNT
  31. 31. The Role Energy Plays In Social Media Marketing SOCIAL MEDIA MARKETING CONSIDERATIONS In any social media campaign you must know what type of effort is re- quired... Below, I’ve listed some things to consider as you plan your social media marketing strategy: • Will you have to put an hour into networking on LinkedIn everyday for the next month? • Will you have to create a blog post once per week to be syndicated across all your profiles? • Will you have to research new fan pages related to your industry and build connections with the admins?When many of us “play” • Will you have to find Twitter users in your local, regional, national, on social networks, we or international market who have clout or shared interests so you can work on building a viral following of brand enthusiasts?often forget the value of • Will you have to create video and share it with your subscriber list?our time. All of these things require you to think - to map out what you should be This is a dangerous game because doing with each hour of the day when you’re working.it cuts into many other areas we’d otherwise never fail to neglect (i.e. When you’re done with uploading/tagging/captioning Facebook pictures, household chores, errands or other for instance, let yourself move onto the next related task. Keep from drift-obligations.) ing into your personal stream and checking out what friends are doing with their lives (IMHO it’s a waste of time.)We get caught up in what’s hap-pening and next thing you know, the day slipped away from us as we pate as you slip into activities that FACEBOOK POWER TIPcheck notifications, send Twitter aren’t bringing you closer to your messages, and filter our inbox. primary goal. And the worst part is, we’ve got Yes, you will have to do some mun-nothing to show for the time we’ve dane activities during the day that invested (or wasted). go along with the job (like clearing If you start noticing your produc- out the spam from your blog posts, tivity is waning because of exces-The work force is facing many or uploading new pictures to your sive Facebook use, use the privacy issues with this. Companies are Facebook page.) But the key is to features to throw all your friends struggling to monitor the time em- stay on schedule with your work. on a list. Then, make sure that ployees spend working vs. social- you cant see this list in your feed. izing. Personally, I have many business connections and pages I communi-And this is relevant to you because cate with so I like to keep them in your business operates on these my feed so I know whats going on networks and uses these platforms in the world of business rather than everyday. my "pseudo" social life.If you’re not careful, the energy you reserve for work can slowly dissi- 30
  32. 32. The Role Energy Plays In Social Media MarketingRESULTS-BASED VS. EFFORT-BASED THINKING time at school. On the other hand, when you’ve set an objective to learn in the case of results-based thinking, you use your time wisely in acquiring knowledge.Remember, just because Trust me, results-based thinking • Effort-based thinking means is what you want to engage in -- it youre in a ‘working’ en- youre willing to go to school. will help you create more output vironment, doesnt mean (with less effort than you think).youll be productive. • Results-based thinking means youve set an objective to learn Moreover, the purpose of this book A working environment only lends once youve arrived. is to help you shift your thinking to itself to quality output. But quality only focus on results. Because ul-output is the result of intelligent The graph above illustrates what timately, results are the only thing planning and execution. happens with these two mindsets: you can show for when youve put in a days worth of work.Ultimately, you want to be results- When you’re willing to show up in based in your thinking, not effort- the case of effort-based thinking, Listed below are some suggested based. you invest much of your time in steps (in the right order), so you unfocused work. You haven’t set can start taking action now.To illustrate: a real intention for spending your ACTION STEPS Determine what your primary goal is List all the details of this goal and what you will need to accomplish it Map out how your social media efforts will integrate into the success of this goal Determine the amount of time you need to be spending in each area of your work in order to achieve this goal in the shortest amount of time possible Communicate the different responsibilities to all parties involved Set milestones with your group to chart your progress Take action on the first step in your plan Don’t move onto the next step until you are satisfied with the quality of your output 31
  33. 33. Chapter 7:Bonus Me, Please(No Pun Intended)
  34. 34. Business Tooligans Biz Model Initiation Message To Prospective InfluencerIf you are looking to leverage the networks of influencers in your market, it is important that you send them an email/message. Below is the message I used to get some of the top experts in my field interested in what I had to say...Excellent article, [Name]. Came across your work through [person, website, event, article, video, etc.]. How would you feel about [as briefly as possible, describe the win-win-win and what every party gains fromyour idea] contributing to my companys #SMMGR Magazine on a periodic basis? Unlike guest posting, well utilize some of your archived blog posts (so you dont have to write new content) and help you sell more of your products and programs at the end of your content piece? Well earn a commission off any sales made through the newsletter, youll get more exposure / leads / sales, and our readership will learn from you, a qualified expert.Its a win-win-win. Please send me an email if this sounds of interest to you. Sincerely, P.S. Currently, we have [insert all experts who’ve agreed to this same proposal] on board.POWER TIPS• This should be done after you’ve put some time into understanding them, who they are, what they teach, what other experts they’re connected to, etc. HOWEVER, please know that I have sent this off to experts without knowing extensive information about them and it’s worked out fine... I’ve just put in time (once they agreed to talk) to better understand who they were exactly. Either way works, but just know you’ll have to do some research at some point to learn about them.• Ideally you’ll want to send this in an email. HOWEVER, you can do this within the comments section of their most recent blog post. We’ve found that the speed of the response is much quicker. This is because the expert is already in a “receptive mode” to get feedback from his/her readership. It’s almost like a compli- ment that you’ve put in effort to read their post and then helped them tack on another comment so that their readership perceives the post to be of higher value (again, always be thinking about the win-win-win rela- tionship).• Please understand that we were in a very big time crunch to get moving on our idea so we weren’t afraid of someone else “stealing” it if they came across our proposal on the experts blog comments. Our reasoning for this was that based on our up front investment in mapping out this idea, we felt that there were plenty of other mechanics going on in the background that would make it difficult for anyone else to be “first to mar- ket.” 33
  35. 35. Business Tooligans Biz Model Followup Message To Prospective InfluencerIf the influencer likes your concept, they’ll most likely ask you what the next steps are. Make sure you have a more detailed message ready to fire off so they know exactly what you’re trying to accomplish and how you in-tend to serve the community. Below is an email we’ve used to get excellent results:[Name], Josh PetersThanks for your interest and quick response. [Insert brief line that revisits a past conversation orrefreshes 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 Sounds great.(5) our marketing and promotional strategy for this [insert idea] newsletter... Send over the questions and lets(1) [Insert your idea in a very precise, focused, and powerful sentence] Our service is an inbox do the interviewmagazine (another name for newsletter... BUT, with a very big distinction...) focused on helping next week.managers, entrepreneurs, and employees navigate the social media education landscape. ([inserturl 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 byexperts in the social media, Internet marketing, and small business education realms and exposethem 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 righttools 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 bothin the business of [insert main keyword for your industry] social media, we know that our [insertaudience] 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) 34

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