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.

1. A Social Media Manager’s Manifesto
For Tapping Into e World Of In uence
Written by Chase Sherman

2. In This Book, You
Will 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. 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. Thank You’s
To 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. Table of Contents
My Story............................................................................................................................................................................................6
What To Focus On As You Read...................................................................................................................................................8
Terms................................................................................................................................................................................................9
Chapter 1: Bold Claims & Blasphemy
Why The Business World Needs Intelligent Social Media Managers More Than Any Other Web-Based Prof................11
Paradigm Shift: Why Social Media Is Useful To Every Business Department.......................................................................12
Before We Approach The First Real Chapter..............................................................................................................................14
Chapter 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!.....16
Consider Yourself Warned: The Rules Of Social Media............................................................................................................17
The Window Principal.................................................................................................................................................17
The Top 5 Characteristics Of A Successful Social Media Manager.........................................................................................18
1. Responsible...............................................................................................................................................................18
2. Persistent..................................................................................................................................................................18
3. Considerate..............................................................................................................................................................18
4. Capable.....................................................................................................................................................................18
5. Creative....................................................................................................................................................................18
Key Principles To Consider When Managing Social Media....................................................................................................18
Chapter 3: Slug. It. Out. (You’ll Thank Me Later)
The Role Research Plays In Social Media Marketing................................................................................................................20
The Research Process....................................................................................................................................................20
The Connection Between Research And Social Capital..........................................................................................................21
Creating Social Capital................................................................................................................................................21
Documenting The Landscape......................................................................................................................................21
The 4 Can’ts Of Building Up Your Social Capital...................................................................................................................22
10 Power Tips To Finding Your Voice.........................................................................................................................................23
4

6. Chapter 4: Magic Potions? Why Yes, I’d Love Some
The 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....................................................................................................................................26
Chapter 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.............................................................................................................................28
Chapter 6: GameTime Make It Count
The 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..................................................................................................................................................................31
Chapter 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...............................................................................................................34
BONUS #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 Up
The End.....................................................................................................................................................................................45
How To Sign Up For The Only FREE Social Media Manager Magazine.............................................................................46
5

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 were
I 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. 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 you
Three 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 you
leads, 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 FREE
an email marketing campaign, or http://businesstooligans.com/
industry inbox magazine newsletter
social 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. I'm game!
7

9. What To Focus On
As You Read...
If you’re reading this book you likely already know
how 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 Wakeman
And 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- You're the perfect case
rate social media manager, Internet marketer, or entrepreneur, as a social study because you caught
media professional you will have to know how to tap into spheres of influ- my attention. I saw you
ence - be they individuals or communities. retweeting my stuff. I
saw it I might not've
However, I will not go into much depth discussing these topics. Plenty acknowledged it all the
of other blogs like Problogger and Copyblogger have sufficiently outlined time but I saw it. I saw
much of this information (We’ve also done so in a few of our blog posts). that you commented on
things I posted on my
But more importantly with this book, I hope to communicate something Facebook page. I saw
even more fundamental to you. And that is that by the end of this reading that you commented on
you gain an understanding of the all-holy my blog posts. So when
you reached out to me
mindset 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 don't 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 Let's talk. So it totally
this type of mindset, you will have the power to leverage any new tool that works... you did a great
shows up in the future (you may just need to put time into learning how job. You're a great role
to use it). model for your business.
Righty-o, mates. Let’s move into the gooood stuffff :-)
8

10. Terms
...Before we get started, I wanted to make sure you
have these ideas imprinted on the screen of your
mind ;-)
• 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. Chapter 1:
Bold Claims
&
Blasphemy

12. Why The Business World
Needs Intelligent Social Me-
dia Managers More Than Any
Other Web-Based Professional
In 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 Social
to a new world of possibility. As through online communication. Media Manager, you’re
Internet 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 buyer
couldn’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 their
Today you won’t come across the courts.
11

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 right
Before 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, to
adequately 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 the
a customer in order to paradigm, the older generations learned find themselves beautifully
serve 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 Change
paid 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. • 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. Before We Approach
The First Real Chapter...
...I've 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. Chapter 2:
Buckle Up, Bud.
Time To Get To Work.

17. Pep Talk: Why You, The Social Media Manager, Need To Step
Up 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 learning
If you weren’t already curve is so steep for many small
aware, 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 that
would 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 are
your expertise. As a member of
bridge the gap between these two dangerous - especially in the social
the Society of Virtual Dignitaries,
worlds of communication. media space. But when channeled
the adept Social Media Manager
for good, you have the ability to
knows they have the power to
You know that the power of so- tap unrealized potential latent in a
serve 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 competitors
Whether 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 new
stand ‘how all this stuff works’ you
understand that maintaining pro- world of possibilities.
have a lot to offer in any business
environment. CEOs and managers files on networks like Facebook,
Twitter and YouTube allow differ- If you know how to collaborate
are starving for your knowledge-
ent types of users to engage with a with these parties through social
base and experience. And it’s best
brand. networks, you become more than
that 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 to
you’ll be expected to ‘make the
can disseminate news, obtain valu- properly allocate your time and
call’ and you’ll want to have that
able market research, elicit insight- energy into the right channels, you
confidence when they’re looking to
ful responses, generate qualified will begin to see huge returns in
you 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 to
tegic use of social media platforms
walk you through that process...
(But first...) 16

18. Consider Yourself Warned: The Rules Of Social Media
Obviously, 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
It's a cautionary message that I conscious activity. who's 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, I'll start by saying: everyone in the world to see.
In other words, what you say is out
If you're operating on social media So - if you're not cut out to face of your control. Therefore, you do
platforms 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 you're 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 you're not ready to jump into
Just as an example, if you manage problems for themselves. this river, don't feel bad, but don't
to piss off the "right" person (be- do it either. It's not for the faint of
cause they are in your network), Here's 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). don't realize they're talking
through this window (and if they
What I suggest is that you only knew, they'd 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 other's poorly).
17

19. The Top 5 Characteristics
Of A Successful Social Media Manager
Now 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 Yeung
be 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 Media
1. 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. Chapter 3:
Slug. It. Out.
(You’ll Thank Me Later)

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 posts
value of researching and
Set up a Google Reader to receive RSS from top LPs’ blogs (file
understanding the land- these blogs in appropriate categories)
scape before you jump in
“Like” all these experts/influencers’ pages from your company page
to engage.
4. Facebook: create spreadsheet with the following column labels
Engagement can seriously hurt you
(or just waste a lot of your time) if Page name
you don’t have a clear path towards Company name
an 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 fans
when you’re ready to execute your Admin contact
plan.
Admin details
As “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 URL
Therefore, before ever moving
into the next segment, please stop Alternate URL
everything and create an Excel or Email
Google doc spreadsheet so you are
ready to throw these onto your list. Other details
20

22. The Connection Between Research And Social Capital
CREATING 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 changing
pessimists, or losers - you’re tone, your perspective if neces- ...this asset can not be
perception, 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 other's 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. The 4 Can'ts Of Building Up Your Social Capital
With 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 you're 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. 10 Power Tips To Finding Your Voice
As 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. Chapter 4:
Magic Potions?
Why Yes, I’d Love Some

26. The Keys To Crafting A Successful
Social 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. The Keys To Crafting A Successful
Social Media Marketing Campaign
THE VALUE OF YOUR IDEA THE WIN-WIN-WIN PROPOSITION
Before 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 I've 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 a
you're 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
PROPOSITION
If 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. Chapter 5:
The Golden Door
To All Your Riches
(...Study Closely)

29. The Primary Interest Of Anyone Operating Online:
What's 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 UNDERSTANDING
As you engage in conversation, make sure you're 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 OPPOSITES
PUSH - 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 don't 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 don't 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. Chapter 6:
GameTime
Make It COUNT

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 TIP
check 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 can't 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 what's 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. The Role Energy Plays In Social Media Marketing
RESULTS-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
you're in a ‘working’ en- you're willing to go to school. will help you create more output
vironment, doesn't mean (with less effort than you think).
you'll be productive. • Results-based thinking means
you've set an objective to learn Moreover, the purpose of this book
A working environment only lends once you've 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 you've put
in a day's 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. Chapter 7:
Bonus Me, Please
(No Pun Intended)

34. Business Tooligans Biz Model
Initiation Message To Prospective Influencer
If 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 from
your idea] contributing to my company's #SMMGR Magazine on a periodic basis? Unlike guest posting, we'll
utilize some of your archived blog posts (so you don't have to write new content) and help you sell more of your
products and programs at the end of your content piece? We'll earn a commission off any sales made through
the newsletter, you'll get more exposure / leads / sales, and our readership will learn from you, a qualified expert.
It's 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 expert's 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. Business Tooligans Biz Model
Followup Message To Prospective Influencer
If 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 Peters
Thanks for your interest and quick response. [Insert brief line that revisits a past conversation or
refreshes 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 interview
magazine (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. ([insert
url 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 by
experts in the social media, Internet marketing, and small business education realms and expose
them 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 right
tools 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 both
in the business of [insert main keyword for your industry] social media, we know that our [insert
audience] 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)
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