Party Your Way To Social Media Success

Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Party Your Way to Social Media Success
Jonathan Wilson

Agenda
• Bio
• Presentation Goal: Happiness in Employment
• Tangible: Party Story
• Conceptual: Break Down the Steps
• Practical: Show the steps are applicable to getting
a job + dominating social
2

Companies I’ve Worked With
3

Why Are We Here?
4
http://touchdownalabama.net/tdawp/wp-
content/uploads/2013/09/questioning-
look.jpg
Why Are
We
Here?

Why Are We Here?
5
look.jpg

6
For
Some,
it’s

7
For
others,
it’s

8
Some
prefer

9
Happy @ Work = Happy @ Life

Why Are We Here?
10
look.jpg
Find Your
Gig through
Social
Media!

11

12

13

14

15
HeadHunters

16
This can happen to you!

But First… A story!
17
But First, a Story

18
Want 2 Party

19
Build GuestList

20
Prepares

21
Throws Party

22
Success!

Why Are We Here?
23
look.jpg
Break it
Down:SMM
= Party

24
Plan

Know Thyself
25

Framework for Planning + Goal Setting
26

Non-SMART Goal
I want to have a
great party.
27

28
SMART Goal Example
“I want to host a
costume party with 40
attendees on 12/14 at
10pm.”

Non-SMART Goal
I want more
Facebook followers.
29

30
SMART Goal Example
“I want to use Facebook to
drive awareness about
men’s health during
Movember and make $100
in donations.”

From Goals to SMART Goals
• Make Money
• Connector
• Build personal brand
• Build company brand
• Get a job
• Collaborate
• Hire others
• New Clients
31

Plan, Takeaway
• Know Thyself
• Set a SMART Goal
32

33
Strategy

Know Your Target Audience: Personas
34
Given My Plan I should talk to…

Cultural Comprehension
35
Norms
Values
Beliefs

Find the Fraud!
36

Cultural Comprehension: Skaters
37
Norm: No Zumiez
Value: Independence
Belief: Anti-Establishment

Warning: Don’t Over Simplify Your Targets
38

Channels = Where you say it
39
Where? Channel Agnostic

40
1b

307m
41

42
200m

396m
43

100m
44

3m
45

100m
46

47

MultiChannel Strategy
48

49

Strategy Takeaways
• Understand Your audience
– Values
– Norms
– beliefs
• Cater to their preferred platform
50

51
Execution Prep

Execution: Preparation
52
• GIVEN MY PLAN + Strategy…
• What do I need to prepare in advance so I’m able
to reach my goals?
– Skills
– Competencies
– product?
– Physical traits
– Degrees / certifications
– Books

53

54
Execution

Execution: Routine
55
• GIVEN MY PLAN… What routine will help me
achieve my goals make to ensure I reach my
goals?
Routine

56
• Daily
posts
• Some
viral,
some
meh
• ClickBait
Headlines

57
• Post
every few
hours
• Planned
Content
• Candid
Content
• ClickBait
Headlines

58

Execution: provide consistent value
59
• Wallflower picture
Good, Relevant Content

• Target =
DIY
builders
• 1000s of
videos
60

Thoughful, Long Form Content Is Great
61

Viral: Make Participation Easy
62
• Focused on
Users
• Low cost,
high
emotion,
ties with
larger
movement
• Participant
is hero

Social Reach Is Declining
63

Execution
• Execution Prep
– What needs to be completed before you engage
• Execution Game Time
– Routine
– Engaging Openers
– Relevant, useful content
– Know limitations
64

65
Measurement

Measurement: KPIs (Micro + Macro)
66
• GIVEN MY PLAN + Strategy + Execution…
• Who should be measured?
• What should I measure?
• Where should I measure?
• When should I measure?
• Why should I measure?
• How should I measure?

Measurement and Key Performance Indicators
67
=

Measurement: KPI + Improvement
68
I’ve you’re not meeting plan’s goals, change
something!
=

Metrics that Matter: IRL trumps Virtual
69
<

Metrics that Matter: Audience Relevance
70
<

71

Strategy Takeaways
• Be thoughtful in what you measure
– Micro and macro
• Tangible KPIs over vanity metrics
• Relevance
• Feedback loop
72

Why Are We Here?
73
look.jpg
Summary
Plz

7474
Plan
Strategy
Execute
Measure
Framework

Why Are We Here?
75
look.jpg
U promised
we’d get SM
Gigs tho

76
Plan

Self Understanding
77
• What happens because of you?
• What are 3 things you want to be know for?
• What differentiates you?

Self Understanding Exercise
78
Passion
MarketTalent

S.M.A.R.T. Goal
Based on your self-
understanding, what’s an
example of a good
SMART job acquisition
goal?
79

80
Strategy

Who has the jobs? Human Resources, Staffing
81

Who has the jobs? Managers
82

83
93% of HR on LinkedIn

84
Huge Networks = Huge Potential

Headhunter Cultural Comprehension
85
Review
Resume on LI
Value: Best = Education,
Experience, Efficiency
Belief: I find the best candidates for
a role

How HR Finds You: linkedIn Search
86

Describing Yourself Effectively
Question… Which of the following skills is most
searched, according to Google?
Digital Marketer
Or
SEO
Or
PPC
87

SEO still Trumps PPC and Digital Marketer
88

Related Competencies: Google Keyword Planner
89

Related Competencies: Google Keyword Planner
90

91

Other places to Find Keywords
• #Hashtags
• Periodicals
• IRL Conversations
• Books
• Blogs
92

strategy
• Headhunters and Managers have jobs
• They’re on LinkedIn
• They search with keywords
• Research to find keywords
• Populate profile with screenshots
93

94
Execution Prep

95

Get Better IRL While Your Build Online
96

But I’m Only a College Student
• Relevant coursework
• Capstone projects
• Thesis papers
• Volunteer
• Help others
• Free work now = $$ later
97

Free work now = Paid Work Later
98

Complete Your Linked In Profile
99
• Engaging
Banner
• At-a-
glance bio
• Friendly
photo

• Engaging
intro
• Keywords
• Multimedia
100

• Summary
your role
• Show,
don’t tell
• Multimedia
101

• Summary
your role
• Show,
don’t tell
• Multimedia
102

• Multimedia
• Show, don’t tell
• Recommendations
103

• Put Most Important
Skills up top
• Skills >
Recommendations
104

• Education Counts
• Volunteers get more
leads
105

• Additional Keywords
• Volunteers get more
leads
• Show you’re great
106

• Groups Increase
visibility
• Follow smart people
to get smarter.
107

108
Execution

Find Your Targets
• Start with Friends
• Existing acquaintances
• Me
• Intern folks
• Other Students
109

110
Be thoughtful
Reasoning

111
Relevant and useful
Content Creation
For your target
Market.

112
Reposts
Interacting
Increased visibility
Top of mind

Social Media Routine
113

Engage
114
Warmth

Execution Summary
• Relevant, useful Content
• Post
• Interact
• Routine
• Be Cool
115

116
Measurement

Feedback
• Macro KPI
– Did I get my goal job
• Supporting KPIs
– How closely does my IRL experience match goal
– How complete is my profile
– How many people look at my profile
– How many pieces of content have I shared
– How many people have I interacted with
– How many relevant interviews have I gotten
– How many relevant job offers have I gotten
117

118

119

Personal Visibility
120

121

122

123123
Plan
Strategy
Execute
Measure
Framework

Questions
124

Party Your Way To Social Media Success

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Editor's Notes