Sales professionals and business owners think Social Media has changed the way the game is played. The reality is, the game is exactly the same, it's just being played on a different court. Social Media is the new court. Those who have recognized this, and have established an authentic presence with social media are experiencing enormous business benefits. Nothing replaces fate-to-face time, but social media makes building relationships a much more efficient process.

1. The
Mindset
Playing the Game on a Different Court
A Discussion of Social Media for
Local Businesses and Professionals

2. Introduction
• How in the world am I going to meet new people
and GROW my business!?
• A leap of faith and passion in a concept that had
to work, because it’s working everywhere else!
• A handful of people who believed in the idea,
and were willing to give something new a try

3. Disclaimer 
• There is no magic potion, silver bullet or crystal
ball that is going to instantly grow your business
• These ideas may not apply to every single
person.
• I did not come up with these ideas. I just
modeled the experts and applied them to myself.
If what they were doing was working, I knew it
would work for me too.
• What works for you has to be authentically YOU.

4. Do you think…
• …the game has changed?
• …you have no control, because the
Internet is constantly changing and
you cannot keep up?
• … you are a pawn in someone else’s
game?

5. Someone is always changing the rules?

6. The Game has not changed…
• There has simply been A Cultural Shift…
• …From Outbound Marketing, Advertising and
Sales Pitches…
• …To authentic interaction, with a focus on
genuine relationships

7. The Game has NOT changed!
• Just the place you are playing the game has
changed

8. The Old Way…
• Meet new people
• Help people solve problems
• Support others whenever possible
• Build Rapport
• Establish Know, Like, Trust
• Cold Calls

9. Who are your “Friends”

10. This Does NOT mean
• You visit one another all the time
• You have to invite them to your daughter’s
wedding
• They will drop in on you at home with baked
goods to sit on the porch and gossip
• You have to loan them money or bail them out of
jail!
• That you are a voyeur or an opportunist

11. This DOES mean
• They will have access to what you place in your
public persona (Your Facebook Profile – be
strategic!)
• You will want to express interest (like, comment,
share) whenever it makes sense to YOU.
• You will want to share consistent messages that
represent you well professionally
• You always want to be YOURSELF.

12. Who do you follow (aka “friend”)?
• Well-known professionals in the industry. (“Like” their
pages) If they are a big name, they have a Facebook
presence!
• Local professionals in your network (be their “friend”
and like their business pages)
• Old High School Pals (remember, you aren’t going to
be hanging out or reminiscing about the good ol’ days,
and you don’t know who they know now that can
possibly lead you to a new business opportunity.
• People you meet at networking functions

13. This is a Cultural Shift
• Being Facebook friends, is like having these
people in your Rolodex.
• It is socially acceptable
• Not everyone has embraced the new social
mindset
• Be open and understanding
• Listen

14. Pay attention to the Signs

15. Choose your “Friends”
• Look at the number of friends a person already
has.
• How many “friends in common” do you have?
• Be selective – is this person an “influencer” (this
has nothing to do with politics, fame, or fortune)
• Influencers are connectors, mavens and
salesmen

16. The Tipping Point – By Malcom Gladwell
• Connectors
• Mavens
• Salesmen

17. Connectors are people specialists
• Do you know a lot of people?
• Do you like people?
• Do you tend to remember peoples’ names?
• Do you enjoy going to parties and meeting new
people?
• Do you collect acquaintances?

18. Connectors
The strength of Connectors is that they know
and keep in touch with many people.
• They also tend to associate with other Connectors.
Because of their rich network of friends and
acquaintances, Connectors are trendsetters. The upside
of a Connector is that he or she is able to create and
maintain long-lasting friendships. The downside is that
Connectors can be dazzled by their vast collection of
acquaintances, without investing in real friendships.

19. The Power of Connectors
Gladwell explains:
“Connectors are people who link us up with the
world. People with a special gift for bringing the
world together”.
The power of Social Media on the Internet is
the power of connectors

20. Connectors on Facebook
• Have many “friends” (1000+)
• Interact regularly, on a variety of topics
• SHARE ideas
• Spread messages of others to their networks
• Have a lot of feedback/interaction with their
connections

21. Mavens
Mavens want to educate, not sell
• They take delight in finding out the special deals that will
save them money. And they are interested in new
technology. They are the ones on the Internet who are
the first to investigate new software, or a new laptop or
mobile phone. And they don’t keep what they find to
themselves. They publish articles about their findings or
let their social media friends know what they think.

22. What is a Maven?
• They are the ones who tell Connectors about
what’s hot. They always have the newest inside
scoops on gadgets and specials. The upside of
Mavens is that they amass a vast store of
knowledge and are eager to share it with others.
The downside is that Mavens can sometimes be
a bit awkward to be around (tech speak).

23. Mavens are information specialists
• Do you enjoy reading junkmail?
• Do you seek out the specials in your local
supermarket?
• Do you tend to watch trends and know what’s
‘in’?
• Do you study the market before buying a new
gadget?
• Do you tell your friends about special deals?

24. Mavens on Facebook
• Share Articles, Books, Videos, Tips
• Interact regularly, on their favorite topic (varies
from Maven to Maven)
• SHARE Products, Information, Details
• Spread information of others to their networks
• Less feedback, interaction, because they aren’t
trying to have a conversation, just want to inform

25. What is a Salesman?
Salesmen are Charismatic
• They are able to build instant rapport with another
person and gain their trust. That Salesmen are able to
build rapport implies that they can tune in to others. But
there is also another dimension: others find it easy to
tune into the emotions of Salesmen. Gladwell explains
that some people are very good at expressing emotions
and feelings, which means that they are much more
‘socially contagious’ than others..

26. Are you a Salesman?
• Do you find it difficult to sit still when hearing
good dance music?
• Do you have a loud laugh?
• Do you touch friends when you talk with them?
• Are you good at engaging others in conversation?
• Do you like being the center of attention?

27. Salesmen on Facebook
• They discuss philosophical questions
• They comment and like others’ posts (more often
than they post themselves)
• Ask questions, dig deeper into the “Why” behind
the discussion, details, etc
• They plan events, try to bring everyone together
• They express care, concern and emotion openly

28. So, What does this all mean?

29. You ARE your Business!
• Establishing a presence within the “social media-
sphere” is an essential step in business (if you
want to your business to be relevant.)
• The perfect place for establishing your expertise
(short sales, appraisals, commercial, loans, etc)
locally is through the use of the Facebook
platform.
• People want to connect, learn and grow.

30. Next Steps
• Invest time to research the Connectors, Mavens
and Salesmen
• Select the influencers
• Build rapport
• Reach out
• Be willing to ask others questions
• Build a team (this group is perfect) of supportive
Social Networkers

31. What Next?