How to Use Social Media to Leverage Brand & Offering. Increase Engagement, Create Trust/Loyalty & Sales

1. Social Media StrategySocial Media Strategy
Designed to IncreaseDesigned to Increase
Engagement & SalesEngagement & Sales
How To Leverage Brand/OfferingHow To Leverage Brand/Offering
Through Use Of Social MediaThrough Use Of Social Media

2. Social Media On Its OwnSocial Media On Its Own
 Can generate fans,Can generate fans,
followers, “likes”followers, “likes”
 Can Increase BrandCan Increase Brand
AwarenessAwareness
 Opportunities toOpportunities to
engage & networkengage & network
 Immediate interactionImmediate interaction
 Low costLow cost
 Helps improve SEOHelps improve SEO

3. SM - Digital “Word-Of-Mouth”SM - Digital “Word-Of-Mouth”
 Social Media is INBOUND marketingSocial Media is INBOUND marketing
 Blogs, Twitter, Facebook, YouTube,Blogs, Twitter, Facebook, YouTube,
Slideshare, Linkedin, Google+, Flickr,Slideshare, Linkedin, Google+, Flickr,
Pinterest are all places to reach peoplePinterest are all places to reach people
 Soc Media INCREASES chances toSoc Media INCREASES chances to
spread the message (OPEN)spread the message (OPEN)

4. Email On Its OwnEmail On Its Own
 Easy to track &Easy to track &
manage listsmanage lists
 Campaigns easy toCampaigns easy to
tracktrack
 ROI measureableROI measureable
 Low CostLow Cost
 Can generate repeatCan generate repeat
business BUTbusiness BUT
COULD BE “JunkCOULD BE “Junk
Mail”Mail”

5. Email Is Not a Dirty WordEmail Is Not a Dirty Word
 Email is OUTBOUND MarketingEmail is OUTBOUND Marketing
 Provide information to current subscribersProvide information to current subscribers
 Email LIMITS potential to spread messageEmail LIMITS potential to spread message
 Content does not appear on the webContent does not appear on the web

6. Put Them Together – Kapow !Put Them Together – Kapow !
 Regular newsletters,Regular newsletters,
blogs, tweetsblogs, tweets
 Page updates –Page updates –
Facebook, Linkedin, etc.Facebook, Linkedin, etc.
 Video/audio contentVideo/audio content
 Soc Media links in emailSoc Media links in email
 Makes it easier forMakes it easier for
someone to followsomeone to follow
 Email –Email – CALL TOCALL TO
ACTIONACTION

7. What To Post On Social MediaWhat To Post On Social Media
 Limit Self Promotion (wantLimit Self Promotion (want
people to ENGAGE with you)people to ENGAGE with you)
 Be likeable, interesting,Be likeable, interesting,
helpful, entertaininghelpful, entertaining
 Establish a regular scheduleEstablish a regular schedule
 Use life or real experiencesUse life or real experiences
 GIVE to RECEIVEGIVE to RECEIVE
 Acknowledge & follow backAcknowledge & follow back

8. Example - E-Book StrategyExample - E-Book Strategy
 Create E-Book (Say.. Top 10 Tips to..) PersonCreate E-Book (Say.. Top 10 Tips to..) Person
fills in information to receive e-bookfills in information to receive e-book
(Name/Email)(Name/Email)
 Download E-Book & receive email with bonusDownload E-Book & receive email with bonus
video thanking them for downloadvideo thanking them for download
 Further email within week with links or videoFurther email within week with links or video
 A 3A 3rdrd
email again few days later again with CALLemail again few days later again with CALL
TO ACTION (special offer), further links or videoTO ACTION (special offer), further links or video

9. Something Is EngagingSomething Is Engaging
 Because it is ofBecause it is of
interest to: -interest to: -
 The client (individual at thatThe client (individual at that
time), and/ortime), and/or
 Someone the client knows &Someone the client knows &
would feel good about sharingwould feel good about sharing
at that timeat that time

10. Email/Social Media EngagementEmail/Social Media Engagement
 Right mix to defineRight mix to define
BRANDING, demonstrateBRANDING, demonstrate
skills & bring people toskills & bring people to
conversation (ENGAGE)conversation (ENGAGE)
 Blogs/Video are keyBlogs/Video are key
drivers of socialdrivers of social
engagement but emailengagement but email
campaigns are Calls-to-campaigns are Calls-to-
action.action.

11. Social Media StrategySocial Media Strategy
 You Tube, Twitter, Facebook, Linkedin,You Tube, Twitter, Facebook, Linkedin,
Slideshare etc. create awareness, buildSlideshare etc. create awareness, build
engagementengagement
 Your Website is the centre of the contentYour Website is the centre of the content
or engagement strategyor engagement strategy
 Social media distributes content & drawsSocial media distributes content & draws
attention & traffic to website, blogsattention & traffic to website, blogs
 Email, E-Books & Social Media provideEmail, E-Books & Social Media provide
ongoing content & engagementongoing content & engagement

12. WebsiteWebsite
 98% of traffic to website98% of traffic to website
will go to “About Us”will go to “About Us”
PagePage
 Average time 4 – 10Average time 4 – 10
secondsseconds
 Time determined byTime determined by
quality & presence ofquality & presence of
photo &/or videophoto &/or video
 11stst
10 seconds is vital –10 seconds is vital –
85% leave < 20 seconds85% leave < 20 seconds
 > 20 seconds person> 20 seconds person
likely to remain > 3likely to remain > 3
minutesminutes

13. Recent #SM Sales Success StoryRecent #SM Sales Success Story
 Started as “1 Man Band”.Started as “1 Man Band”.
 Product 1Product 1stst
launched in Australialaunched in Australia
 Sales momentum gained throughSales momentum gained through
Internet Blogs & Social MediaInternet Blogs & Social Media
 Generated sales of 25mGenerated sales of 25m
units in USA in 4 monthsunits in USA in 4 months
 Nearest competitor took 4 years toNearest competitor took 4 years to
achieve same sales levelachieve same sales level
 ANY GUESSESANY GUESSES
…..???????…..???????
 Chances are you have product inChances are you have product in
your homeyour home
 Answer …..Answer …..
 50 Shades Of Grey50 Shades Of Grey

14. Other Recent #SM PhenomenonsOther Recent #SM Phenomenons
 Planking - FacebookPlanking - Facebook
 Harlem Shake – YouHarlem Shake – You
TubeTube
 Arab Spring/Uprising -Arab Spring/Uprising -
TwitterTwitter
 Superstorm Sandy -Superstorm Sandy -
InstagramInstagram

15. The Golden Circle – Simon SinekThe Golden Circle – Simon Sinek
Why
What
How

16. What Is The Golden CircleWhat Is The Golden Circle
 Why – Our PurposeWhy – Our Purpose
Cause Or BeliefCause Or Belief
 How – How We Do itHow – How We Do it
 What – What WeWhat – What We
Actually DoActually Do

17. Golden Circle Example - AppleGolden Circle Example - Apple
 Why – Challenge TheWhy – Challenge The
Status Quo. Believe inStatus Quo. Believe in
doing things differentlydoing things differently
 How – Our products areHow – Our products are
beautifully designedbeautifully designed
simple to use & Usersimple to use & User
friendlyfriendly
 What – We happen toWhat – We happen to
make great computers –make great computers –
Wanna Buy OneWanna Buy One

18. Use the Golden CircleUse the Golden Circle
 Differentiate Your BrandDifferentiate Your Brand
 Differentiate Your PurposeDifferentiate Your Purpose
 Get People to Believe What You BelieveGet People to Believe What You Believe
 Do Business With People Who Believe inDo Business With People Who Believe in
What You DoWhat You Do

19. Social Media & BrandSocial Media & Brand
 BrandsBrands in the initialin the initial
consideration phase areconsideration phase are
3 TIMES3 TIMES more likely tomore likely to
be purchased thanbe purchased than
brands that aren't –brands that aren't –
Mobile Phones - AppleMobile Phones - Apple
Samsung dominateSamsung dominate
 Social Media ExaminerSocial Media Examiner
reported 72% clientsreported 72% clients
closed more business &closed more business &
52% reported more lead52% reported more lead
generation due to socialgeneration due to social
mediamedia

20. What Is A BrandWhat Is A Brand
 A brand is WHATA brand is WHAT
People believe aboutPeople believe about
you – PERCEPTIONyou – PERCEPTION
IS REALITYIS REALITY
 Nike – Innovative HighNike – Innovative High
PeformancePeformance
 Coca Cola –Coca Cola –
Lifestyle/HappinessLifestyle/Happiness
 Volvo – Personal SafetyVolvo – Personal Safety

21. How To Differentiate BrandHow To Differentiate Brand
Being Different whilstBeing Different whilst
looking the samelooking the same
 Why deal with usWhy deal with us
 Why are we so specialWhy are we so special
 Making money is art &Making money is art &
working is art & goodworking is art & good
business is the best artbusiness is the best art ––
Andy WarholAndy Warhol

22. Brand AttributesBrand Attributes
Value PropositionValue Proposition
+ Brand identity+ Brand identity
+ Positioning+ Positioning
= BRAND= BRAND

23. Without A Strong BrandWithout A Strong Brand
Clients make decisionsClients make decisions
aboutabout
PricePrice (cheapest price(cheapest price
wins)wins)
DeliveryDelivery (availability &(availability &
convenience)convenience)
RelationshipsRelationships (like &(like &
trust)trust)

24. TRUST/BRAND/RELATIONSHIPTRUST/BRAND/RELATIONSHIP
 Sales more likely fromSales more likely from
people whopeople who TRUSTTRUST
a company they havea company they have
aa RELATIONSHIPRELATIONSHIP
withwith
 When PeopleWhen People
ENGAGEENGAGE withwith
content they feel theycontent they feel they
have ahave a
RELATIONSHIPRELATIONSHIP

25. Only 3 Ways To Make More $$$ InOnly 3 Ways To Make More $$$ In
BusinessBusiness
 Sell MoreSell More
 Charge MoreCharge More
 Reduce Costs/Increase EfficiencyReduce Costs/Increase Efficiency

26. Have You Got A VideoHave You Got A Video
 Video ReinforcesVideo Reinforces
the message youthe message you
conveyconvey
 SEE the messageSEE the message
 HEAR theHEAR the
messagemessage

27. What Type Of VideoWhat Type Of Video
 COMPLEX STORIESCOMPLEX STORIES
– use images– use images
 RELATIONSHIPS –RELATIONSHIPS –
use real peopleuse real people
 INFORMATION –INFORMATION –
animation simplifiesanimation simplifies

28. You Tube – Your Own TV StationYou Tube – Your Own TV Station
 Easy to set upEasy to set up
 Cost EfficientCost Efficient
 Content Can be Distributed via SocialContent Can be Distributed via Social
MediaMedia
 Linked to your websiteLinked to your website

29. SuccessSuccess
 Define StrategyDefine Strategy
 Develop & integrateDevelop & integrate
Social MediaSocial Media
 Demonstrate yourDemonstrate your
core message/beliefcore message/belief
 Engage & deliverEngage & deliver
valuevalue
 Creates TrustedCreates Trusted
OngoingOngoing
RelationshipsRelationships

30. Da EndDa End
For more information contact Richie Parsons at 2020For more information contact Richie Parsons at 2020
Financial PlanningFinancial Planning
Email -Email - richie@2020fp.com.aurichie@2020fp.com.au
Website - 2020fp.com.auWebsite - 2020fp.com.au
Twitter - @2020fpTwitter - @2020fp
Linkedin -Linkedin - http://au.linkedin.com/pub/richie-parsons/27/a40/120/http://au.linkedin.com/pub/richie-parsons/27/a40/120/
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