This was Nick Bjorn Slettengren's LeadsCon 2017 presentation on lead generation using social media. The talk was centered around using low cost per acquisition (CPA) strategies to generate leads using social media. The presentation showcases social media tools and strategies used to gain influence, convert leads, and measure more efficiently.

1. Power Digital: LeadsCon 2017

2. President Power Digital
• Nick Bjorn Slettengren is an entrepreneur by
trade and digital marketer by evolution. With
over a decade of experience, Nick has worked
with Fortune 500 clients like Pfizer and Proctor
& Gamble to helping venture backed start ups
take flight
• With a passion for growth, Nick helps his team at
Power Digital grow, while growing his client’s
strategy and revenue online.
• -Forbes & Huffington Post contributor
• -National & Global speaker on digital
• -San Diego Business Journal #2 Fastest Growing
Companies 2016
• -Passionate Digital Strategist
@nick_bjorn

3. Starting with a Plan
Social Analysis
Content Development
Branding Guidelines
Social Voice & Personality
Audience Growth
Influencer Outreach
Reputation Mgmt.
Relationship Building
Daily Communication
Competitor Monitoring
Industry Monitoring
Transactional Opp.
Click-Driving Graphics
ROI Tracking
@nick_bjorn

4. Dare to Standout
@nick_bjorn

5. Brand Image: Case & Point
TARGET AUDIENCE: Middle-class to affluent
women ages 25-55 who have disposable
income
AUDIENCE SIZE:
Loft: over 1 million
Canna-Pet: under 10,000
ENGAGEMENT:
Loft: 20-150 per post
Canna-Pet: 15-100 per post
DIFFERENCE?
Eye catching visuals and creative with a strong
narrative gets exponential results no matter
how large your following.
@nick_bjorn

6. Custom Content
Creative Asset Resources
Canva
Pexels.com (Free pics)
Recite (layover quotes)
Over (layover text on photo)
Infogr.am (graphs & charts)
Omnicore medias social media cheat
sheet (Social media size guide
Google it;)
@nick_bjorn

7. Community Engagement: 5 Simple Content Tactics
•Develop a cohesive brand image to
use across all channels - consider this
image with every piece of content
•Create ‘shoppable’ carousels to
better display service
•Tell a story in your content…
develop a persona for your brand to
show your customers you
understand and relate to them
•Feature your customers to build a sense
of community
•Social contests!
@nick_bjorn

8. Telling Your Story
Tell a story that means something!
Too hard? …I challenge you to try this
Build a story using your customers as
brand advocates.
Incentivize them to share with their friends,
through discounts, premium features,
exclusive access, etc.
@nick_bjorn

9. Relate to your Audience
Quotes Matter
• Enhance sharing
and engagement
• Increase organic
views on FB
• Inspire and create
brand equity with
your audience

10. Stop Talking & LISTEN
@nick_bjorn

11. 3 Kinds of Strategic Listening
• -Brand
• -Sentiment
• -Transactional
@nick_bjorn

12. Listening: Brand
Brand Mentions
• Monitor your brand and what people are
saying about you.
• Join the conversation.
• Monitor your competitors brands
• Look at engagement & message
• Are their followers happy??
• Act as support to guide people around
your brand
• Sending people to the right
webpage
• Connecting with customer support
• Connecting to sales support

13. Quick Tip: Other Things to Listen For
Expand your listening with…
• Keywords (non-branded)
• Phrases
• URLs
• Hashtags
• Hybrids
• Example) Keyword + URL
@nick_bjorn

14. Listening: Sentiment
Two Great Ways to Use
Sentiment:
1. Monitor your Brand
• What are people saying
• Good vs. Bad
• Resolving issues with upset
customers
• Identify flaws in your service
offering
2. Against you Competition
• What are people saying about your
competition?
• Good vs. Bad
• Focus on the Bad;)
• Approach those people with
empathy, ask if you can help
with your service… @nick_bjorn

15. Listening: Transactional
An ROI Focused Approach
Social Media is an AWARNESS play when we
look at a sales funnel online. It’s typically not the
closer… Until now!
• Transactional Listening
• Listen & Track transactional keywords
• Example) buy car insurance, need car
insurance, know a good car insurance
broker/agent, bought a new car
• Connect authentically, then offer
discount, reward, etc.
Awareness
Consideration
Decision
@nick_bjorn

16. Measuring Results

17. Influence of a Post
Beyond Engagement
Baseline engagement metrics are coming less
relevant when you can go deeper with
technology
Consider:
• Reach vs. Spread
• Ratio between who could potentially
see the post vs. spread the people
engaging and sharing the post
• Engagement of a post over time
• Who is triggering the largest engagement of
your post?
• What is the overall sentiment of your post?
@nick_bjorn

18. Measuring & Reporting
Dash this
This is the best Dashboard software I’ve ever
found –to date!
Consider:
• Sets up quickly and intuitive
• Reports accurately through API’s
• Covers Social, SEO, and PPC
• SOCIAL MEDIA INTEGRATIONS
@nick_bjorn

19. Measuring & Reporting
Funnel Dash
This is more experimental but the attribution
is getting better!
Set up:
• Install tracking script
• Connect ad platform
• Connect payment processing
Now you can:
• Accurate first click vs. last click
attribution
• Identify most profitable segments age,
gender, device, time of day, location.
• Look at ROI and LTV
@nick_bjorn

20. Other Tools I Like!

21. Accelerate Audience Growth
Jooicer – For Twitter
• Select audience targets and
interests
• Select location and language
• Aggregates twitter follower list
• Select and reach out to followers
• Monitor Growth
• Identify Influencers who share your
content
• Starts at $9
@nick_bjorn

22. Good Affordable Listening Software
Mention – For Social Media
• Google Alerts for Social Media, the
web and, more…
• Facebook, Instagram, and twitter
• Track your brand online and your
competitors
• Social listening done accurately
and affordably
@nick_bjorn

23. Quick Tip: Snip.ly
ADD a CTA to Every Piece of Content
YOU Share:
Using Snip.ly allows us to tie your brand
name to any piece of coverage. Whether
it’s a PR hit or just a viral industry article,
we can link traffic directly to your site or
collect leads for you on that piece of
coverage.
All traffic is tracked by UTMs and the
visitors can be retargeted through
Facebook.
@nick_bjorn

24. Questions
•Q & A
@nick_bjorn