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WELCOME TO FIRST FRIDAYS!
 Making Money Using Facebook and
            LinkedIn
            April 13, 2012
About Jim Jubelirer
• 14 years of $1M+ sales
• Expert in sales, marketing
   and leadership
• Angel investor, RTP Capital
• Coach and trainer for Duke Leadership Program
• Frequent speaker, trainer and facilitator
• BA University of California, Santa Cruz
• MBA, Cornell
• Graduate of Sandler Sales, Strategic Coach,
  numerous other personal and professional
  development programs
About ActionCOACH…
• Our Mission: World Abundance through
  Business Re-Education
• Our Goal: Improve Business Performance and
  Personal Satisfaction
• Combines the best practices in leadership,
  management, business excellence, and personal
  development
• 1,300+ Coaches worldwide in 40 countries
Business Coaching Programs…
Upcoming Events
• May 3 First Fridays – Vote on your favorite topic
  today

• Summer Intern Program
Making Money on
Facebook and LinkedIn?
 • No, you can’t. Forget about it.
 • Any questions?
 • For a small business, direct selling
   will beat anything online, every
   time.
 • BUT, online marketing platforms are
   becoming increasing important
Today’s Focus
       Topic                 Amount of time
                             we’ll spend on it

•Strategic                   A lot
•Tactical                    Some
•Technical                   A little

“Closed course. Expert driver. Do not try this at home.”
Sales vs. Marketing
• Marketing objective:
  –Generating leads
• Sales objective:
  –Converting leads into customers
Marketing
•   Target Market
•   Unique Selling Proposition
•   Guarantee
•   Must pursue multiple marketing strategies
    at the same time (“10x10”)
Sales funnel
•   Suspect
                       Use
•   Prospect           different
                       social media
•   Lead               strategies to
•   Shopper/customer   touch
                       people who
•   Client             are in
•                      different
    Fan
                       parts of the
•   Raving Fan         funnel
Follow JJ’s Rule of Threes
      Domains of Action

 • Content
  –Marketing Objectives
 • Context
  –Types of Messages
 • Contacts
  –Call to Action
Follow JJ’s Rule of Threes
 Marketing Objectives (Content)

  • Awareness         (Know)
  • Engagement        (Like)
  • Conversion        (Trust)
Follow JJ’s Rule of Threes
  Types of Messages (Context)

      • Promotional
      • Relational
      • Informative
Follow JJ’s Rule of Threes
   Call to Action (Contacts)

   • Instructions for next steps
   • Additional information
   • Create a sense of urgency,
     why to do it now
Expense vs. Investment
• When getting started, just get
  momentum started – don’t worry
  about results
• Goal is a positive virality*
• Don’t assume that if you build it, they
  will come – beware of the shiny new
  object syndrome
• ROI remains weak on many social
  marketing investments
*”Social Transmission, Emotion, and the Virality of Online Content”,
   Berger and Milkman
2011 $388M
R&D – 4 times
greater than 2
years ago


Average Gen
Yer (under 30
yrs. old) has
696 friends
(I have 276)
The World According to
          Facebook
• “People are increasingly relying on their friends
  to learn about brands, make purchase decisions
  and engage with brands in social situations,” a
  Facebook spokesperson said in a statement.
  “These conversations about brands are
  happening in social channels all the time. To
  make sure your brand is guiding that
  conversation and taking advantage of the
  opportunity to deepen relationships with your
  customers, you must build a connected brand.”
•   Mark Zuckerberg: “A squirrel dying in your front yard may be
    more relevant to your interests now than people dying in
    Africa.”
New Timeline – Better?
• Eye movement study of 6 leading brands,
  according to SimpleUsability
   – Many of the new features going unnoticed or being
     misunderstood.
   – "The average user doesn't fully understand the new layout, or
     interact with it in the way intended," said Guy Redwood,
     managing director of SimpleUsability.
• Users liked the "About" button on brand pages: in
  many cases, easier to learn about a brand than it
  was on a corporate Web site.
• Pages can "pin" a post to the top of their Timeline
  for 7 days. Few brands are using the pin feature
  and, when they do, they have little impact on users.
New Timeline – Better?
Linked – who - whaa?
• Your LinkedIn profile is your second-
  most important web identity (after your
  website).
  – Everything else is a distant third.
• LinkedIn is about relationship building.
  It is not a sales tool; it is a lead
  generation tool.
LinkedIn Step-by-Step
•   Create a complete profile
     –   Create a unique profile name
•   Request 5 recommendations
•   Give 5 recommendations
•   Join 5 groups
•   Reach out to all your contacts
•   Link to the relevant contacts from your contacts’ networks
•   Add value by posting interesting information, updates, book
    reviews, etc
•   To (cross-post) tweets or not to tweet? NOT!! Different mediums
    require different messages
•   “Stalk your Stalkers” – Check weekly to see who has viewed your
    profile and if interested, invite them to connect
•   View your contacts’ slide presentations and give them feedback
•   Generate 3 new prospects from your current contacts or invite
    desired prospects to connect
LinkedIn CRM
•   Both LinkedIn and Facebook are under tremendous pressure
    to grow revenue to support their high valuations
•   Providing cloud-based business applications is a high priorty
    for both companies
•   Expect to see more and more fee-based apps and features
    that attempt to replace traditional software-based programs
    like email and contact management
•   LinkedIn has many contact management features that are
    worth understanding and using
LinkedIn CRM


Custom field
to tag
people for
follow-up
The Network Effect
LinkedIn - Outlook
Closing Thoughts
• Money is replaceable
• Time is not – you can never get this moment back
• Attention is scarce, and more demands are being
  placed on our time and attention than ever
   – For instance, do you check your email first thing in the morning
     before doing anything else? At night before bed?
• Multi-tasking is a myth – it is really serial tasking
   – The mind tires when being asked to switch between different
     tasks frequently throughout the day
• Social media marketing holds great promise, but
  don’t let it distract you from your day job (unless it
  is your day job!)
• Social media is only one leg of a “10x10” marketing
  plan and, most likely, is not the most important
  strategy to execute.
Questions?


36
Jim Jubelirer
Certified ActionCOACH
308 West Rosemary Street, Suite 307
Chapel Hill, NC 27516
(919) 969-7818
jimjubelirer@actioncoach.com
www.actioncoach.com/jimjubelirer

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Making Money on LinkedIn and Facebook

  • 1. WELCOME TO FIRST FRIDAYS! Making Money Using Facebook and LinkedIn April 13, 2012
  • 2. About Jim Jubelirer • 14 years of $1M+ sales • Expert in sales, marketing and leadership • Angel investor, RTP Capital • Coach and trainer for Duke Leadership Program • Frequent speaker, trainer and facilitator • BA University of California, Santa Cruz • MBA, Cornell • Graduate of Sandler Sales, Strategic Coach, numerous other personal and professional development programs
  • 3. About ActionCOACH… • Our Mission: World Abundance through Business Re-Education • Our Goal: Improve Business Performance and Personal Satisfaction • Combines the best practices in leadership, management, business excellence, and personal development • 1,300+ Coaches worldwide in 40 countries
  • 5.
  • 6. Upcoming Events • May 3 First Fridays – Vote on your favorite topic today • Summer Intern Program
  • 7. Making Money on Facebook and LinkedIn? • No, you can’t. Forget about it. • Any questions? • For a small business, direct selling will beat anything online, every time. • BUT, online marketing platforms are becoming increasing important
  • 8. Today’s Focus Topic Amount of time we’ll spend on it •Strategic A lot •Tactical Some •Technical A little “Closed course. Expert driver. Do not try this at home.”
  • 9. Sales vs. Marketing • Marketing objective: –Generating leads • Sales objective: –Converting leads into customers
  • 10. Marketing • Target Market • Unique Selling Proposition • Guarantee • Must pursue multiple marketing strategies at the same time (“10x10”)
  • 11. Sales funnel • Suspect Use • Prospect different social media • Lead strategies to • Shopper/customer touch people who • Client are in • different Fan parts of the • Raving Fan funnel
  • 12. Follow JJ’s Rule of Threes Domains of Action • Content –Marketing Objectives • Context –Types of Messages • Contacts –Call to Action
  • 13. Follow JJ’s Rule of Threes Marketing Objectives (Content) • Awareness (Know) • Engagement (Like) • Conversion (Trust)
  • 14. Follow JJ’s Rule of Threes Types of Messages (Context) • Promotional • Relational • Informative
  • 15. Follow JJ’s Rule of Threes Call to Action (Contacts) • Instructions for next steps • Additional information • Create a sense of urgency, why to do it now
  • 16. Expense vs. Investment • When getting started, just get momentum started – don’t worry about results • Goal is a positive virality* • Don’t assume that if you build it, they will come – beware of the shiny new object syndrome • ROI remains weak on many social marketing investments *”Social Transmission, Emotion, and the Virality of Online Content”, Berger and Milkman
  • 17.
  • 18. 2011 $388M R&D – 4 times greater than 2 years ago Average Gen Yer (under 30 yrs. old) has 696 friends (I have 276)
  • 19.
  • 20. The World According to Facebook • “People are increasingly relying on their friends to learn about brands, make purchase decisions and engage with brands in social situations,” a Facebook spokesperson said in a statement. “These conversations about brands are happening in social channels all the time. To make sure your brand is guiding that conversation and taking advantage of the opportunity to deepen relationships with your customers, you must build a connected brand.” • Mark Zuckerberg: “A squirrel dying in your front yard may be more relevant to your interests now than people dying in Africa.”
  • 21.
  • 22. New Timeline – Better? • Eye movement study of 6 leading brands, according to SimpleUsability – Many of the new features going unnoticed or being misunderstood. – "The average user doesn't fully understand the new layout, or interact with it in the way intended," said Guy Redwood, managing director of SimpleUsability. • Users liked the "About" button on brand pages: in many cases, easier to learn about a brand than it was on a corporate Web site. • Pages can "pin" a post to the top of their Timeline for 7 days. Few brands are using the pin feature and, when they do, they have little impact on users.
  • 23. New Timeline – Better?
  • 24.
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  • 27. Linked – who - whaa? • Your LinkedIn profile is your second- most important web identity (after your website). – Everything else is a distant third. • LinkedIn is about relationship building. It is not a sales tool; it is a lead generation tool.
  • 28. LinkedIn Step-by-Step • Create a complete profile – Create a unique profile name • Request 5 recommendations • Give 5 recommendations • Join 5 groups • Reach out to all your contacts • Link to the relevant contacts from your contacts’ networks • Add value by posting interesting information, updates, book reviews, etc • To (cross-post) tweets or not to tweet? NOT!! Different mediums require different messages • “Stalk your Stalkers” – Check weekly to see who has viewed your profile and if interested, invite them to connect • View your contacts’ slide presentations and give them feedback • Generate 3 new prospects from your current contacts or invite desired prospects to connect
  • 29. LinkedIn CRM • Both LinkedIn and Facebook are under tremendous pressure to grow revenue to support their high valuations • Providing cloud-based business applications is a high priorty for both companies • Expect to see more and more fee-based apps and features that attempt to replace traditional software-based programs like email and contact management • LinkedIn has many contact management features that are worth understanding and using
  • 30. LinkedIn CRM Custom field to tag people for follow-up
  • 33.
  • 34. Closing Thoughts • Money is replaceable • Time is not – you can never get this moment back • Attention is scarce, and more demands are being placed on our time and attention than ever – For instance, do you check your email first thing in the morning before doing anything else? At night before bed? • Multi-tasking is a myth – it is really serial tasking – The mind tires when being asked to switch between different tasks frequently throughout the day • Social media marketing holds great promise, but don’t let it distract you from your day job (unless it is your day job!) • Social media is only one leg of a “10x10” marketing plan and, most likely, is not the most important strategy to execute.
  • 35.
  • 37. Jim Jubelirer Certified ActionCOACH 308 West Rosemary Street, Suite 307 Chapel Hill, NC 27516 (919) 969-7818 jimjubelirer@actioncoach.com www.actioncoach.com/jimjubelirer